Geographic Analysis of the U.S. Market SOURCE: A.C. Nielsen 2000 *Over 1/3 of people in every region feed the birds.

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Presentation transcript:

Geographic Analysis of the U.S. Market SOURCE: A.C. Nielsen 2000 *Over 1/3 of people in every region feed the birds

Wild Bird Feeders = 3 Segments Enthusiasts Beginners Big-Hearted

The Enthusiast Above average income (Retired $20,000-$30,000; Working $40,000+ per year) Age 45+ with grown children Worldly concerned, especially with nature and the environment Suburban and rural homeowners, generally large lot Above average education (Bachelors and Masters Degrees) Enjoy outdoor activities, also gardeners Average T.V. viewer (generally watching informative or educational programming).

The Enthusiast Con’t. Enthusiasts also share the following: Feed birds year-round Usually have three or more feeders going at one time Enjoy feeding specialty products – those that “feed well” and keep birds coming back Purchase hobby-related items (books, bird houses, decorative, etc.) Bird feeding is an integral part of their life (they have a passion for the hobby). The Enthusiast, based on experience and information, knows what feeds birds the best and will recommend these specialty foods to other customers.

The Enthusiast Con’t. 27% of all enthusiasts spend $50 or more per month on their favorite hobby! Within a single year, 29% will purchase binoculars (for bird watching) 27% will purchase field guides or books on Bird Feeding 36% will purchase an additional bird feeder 25% will purchase a bird bath; and 22% will purchase a bird house

The Beginner Average income ($20,000-$30,000 per year) Age Worldly concerned Homeowners or Apartment dwellers, primarily in Urban and Rural areas Average to above average education (High School Graduate, some college) Enjoy outdoor activities Enjoy family or team-oriented activities

The “Big-Hearted” Feeder The third market segment for Bird Feeding is the “Big- Hearted” Feeder, or the customer that feeds birds only in bad weather. Usually this customer can be classified as anyone, and the “Big-Hearted” Feeder can take on many characteristics- from being genuinely interested in bird feeding as a potential hobby to simply having a kind of heart for wild birds in bad weather.

Related Items Purchased By People Who Feed Birds Within One Year SOURCE: Wild Bird Usage Study, Hull Research

What’s HOT! Bird Feeders Easy Clean Songbird Essentials Clingers Only Songbird Cedar Woodpecker Feeder Bird Quest Spiral Peanut Feeder Songbird Cedar Plantation Feeder

High Capacity Squirrel- Proof Bird Quest 36” Spiral Feeder Bird Quest Super Spiral Bird Quest Twirl-a-squirrel Wing Span Squirrel Drop Feeder

Decorative Feeders Gallery Stained Glass Feeders Wingspan Decorative Tubes with Easy Clean

YOU can capture this market “Follow our Keys to Success from 2003 Session!”

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Wild Bird Feeding It’s an even BIGGER opportunity than you thought!