Market research is essential in preparing a marketing plan and determining its effectiveness. Knowing your customers, their demographics and psychographics gives you a leg up on your competition. Knowing your response rate to your advertising and promotions fine-tunes your marketing efforts and budget.

Awareness of changes in the marketplace, not just your own industry, and the ability to respond to those changes keeps your company vibrant and growing. As an example, the rafting industry was aware of a growing trend for family vacations. Those brave 18-24 year old males who had first rafted in the late seventies now want to bring their young families to the rivers. With age restrictions of 10 and older on the Kennebec and 15 and older on The Penobscot, outfitters have designed new trips on the lower reaches of these rivers to accommodate younger children.

The Travel Industry Association (TIA) and The American Recreation Coalition both provide research about travel and recreation in the US. Reports are available at www.funoutdoors.com and www.tia.org. American Demographics Magazine, www.demographics.com is an excellent source of national trends.

Cross Country Skiers 50% ski downhill are active outdoors year round average nearly 12 different recreation activities annually actively support environmental causes are equally split by gender are college graduates are business executives and professionals have a household Personal Computer

Rafters/Adventure Travelers Most popular with Generation Xers, Baby Boomers and men (56%) Spend more money than soft adventure travelers ($465 vs $325 per trip) Average age is 35 Has some college education and is employed full time Participation highest in households with three or more people 16 or older (families with teens) Are 74% more likely to be using the Internet than the general population