ABOUT THE BIG PROJECT
In 2017-18, WBFI launched a major study to understand one BIG question: How do you grow your business and how may we grow the wild bird category overall?
Through months of extensive study, a well-funded research team set out to tackle these BIG little questions:
- Why has the wild bird category been soft recently?
- Are there generational variables to overcome relative to interest in wild bird feeding?
- How do people progress in the hobby throughout their life and changing lifestyles?
- What motivates consumers in different target groups to participate and buy our products and services?
WBFI understands that members need this information to position their companies for continued growth. A new committee was created, the BIG (Bird Industry Growth) Committee. They were tasked with developing strategies to facilitate category growth by better understanding what motivates our target consumer segments, what messages do people respond positively to, and what are the barriers to participation. Through member-pledged funding, the most comprehensive study to date on consumer habits related to the industry was produced. The full report including the information you see below is available to members only. It can be downloaded as a PDF in the 2017-18 market research tab of the members-only menu. (Need help with access? Email Kbennett@wbfi.org)
The Next BIG Steps!
So now we've got all this great market data from the work of the BIG Project. What next? The BIG Committee merged with the Marketing Committee and added a few more industry experts. This working group is taking on what's called the Next BIG Steps Project. This will be a three-year marketing initiative to implement targeted strategies to move the needle in consumer purchasing behaviors. This working group has engaged in a formal agreement with top marketing firm Joy Riot, and the Cornell Lab of Ornithology to launch this three-year member-funded marketing campaign.
This project will be funded through your voluntary contributions to the Research Foundation. When it's time to renew your dues, you will see this voluntary line item, which is 25% of your dues amount. Please consider the collective impact we can have if every member contributes to this project. Together we can achieve market goals that can't be accomplished by any one company! As always, feel free to contact the WBFI office if you wish to be involved in the working group, or need more information.
WBFI staff Cole Hinz and Kristin Bennett joined Joy Riot marketing experts at a hosted visit to the Cornell Lab of Ornithology. Mary Guthrie and Justin Cleveland of Cornell helped the group understand Cornells' perspective and what the Lab can bring to the table as industry works with conservation for the good of both.