While visiting an outdoor retail store recently, my pulse starting ticking at the sight of all of the new cool gadgets and gear for the upcoming season. I was like a kid in a candy store, filled with not only fascination of the products, but anticipation of the vacation experience. Instead of jet-setting to a resort this year, we’re staying close to home for our spring and summer vacations, of which camping and outdoor activities will be the main source of fun. Leaving the store with a few purchases, it occurred to me that as a consumer, I was connecting what I’d need from the store with the excitement I felt about my upcoming travels and anticipation of the fun experience with my family.

How does this relate to the upcoming Outdoor Retailer Show and marketing? Even in a tough economy, marketers should connect with consumers’ emotions and product experience now more than ever. My shopping experience motivated me to share my insights on marketing and branding strategies I see as being instrumental in the outdoor industry in 2010.

Hope you enjoy the show!

Best,

Peter

Reaching the “New” Outdoor Consumer

Emotion & Product Experience More Important than Ever for Brands

Traditionally, businesses have found success selling to outdoor enthusiasts by emphasizing product features and innovative functions. Buyers of outdoor equipment especially are also driven by functionality, style and in many cases, brand. Often not necessarily a cost-conscious market when it comes to equipment, outdoor enthusiasts spend a lot of time, energy and money to acquire gear and accessories that fit precisely to their outdoor lifestyle needs.

Today, consumers spend less, travel less and acquire less. In December 2009, retailers reported sales gains for the season; however, they were only modest gains. This year, consumer spending is expected to remain muted thanks to a continuation of tight credit and high unemployment.

This brings us to ‘new economy outdoor consumer.’ They are buying only what they need, considering more the value of each purchase, and anticipating the level of enjoyment the merchandise will deliver and how it will impact the quality of their outdoor activity.  Still a demanding consumer, the new economy outdoor enthusiast is budget-conscious and value-driven.

To adapt to a new consumer psyche, outdoor companies should evaluate their brand attributes to ensure they align with today’s consumer.

How are you adapting to ensure success motivating both seasoned and new buyers in the year ahead? Below are three marketing rules we see taking shape this year.

1. Connect your brand to a better quality of life.
   With dismal job satisfaction and job retention statistics still bombarding the headlines, people are looking for something to uplift their spirits when they’re not working or looking for work. What’s more uplifting - and affordable - than getting outdoors for a walk, a hike, or an overnight camping trip? Or planning a Saturday ski trip? Connect your products to the enriching experience a person will have with that activity. For example, tents and equipment for large gatherings should evoke making memories with friends and family, and building on cherished relationships and time spent away in the outdoors. Hiking or other equipment that may serve a more solitude outing, can connect to recharging and reconnecting with one’s self.

2. Stress value without being “cheap.”
   Even during the worst of the recession, there were still lines of people looping around the block in New York City who were willing to pay hundreds of dollars for the new Blackberry Storm. We’re spoiled. Times have been tough, but not to the point where we’ve completely cut all of our discretionary leisure spending. But before we part with our hard-earned cash, we’re going to want to know we’re getting value at an affordable price. Better to stress your product’s value and quality and let the price comparison speak for itself. People are trying to save money, but don’t want to feel like they are only buying on price.  

3. Attract more first time campers and climbers.
   Families that once spent thousands of dollars on spring break trips to resorts or a summer vacation in Europe are staying closer to home to save money. In your marketing activities – from advertising to blogging and online videos – show these first time campers, climbers, and outdoor vacationers how much adventure awaits them at a national or state park. Sell them on the experience, on how it will bring them closer as a family to go on a backcountry hiking expedition. Educate them on what equipment, attire and gear is recommended to make this experience truly enjoyable. Serve as an educator and people looking for a more affordable, satisfying vacation will naturally follow your advice and become more familiar with your products and brand.  

VideoMaker: Create and Distribute Online Videos

Carabiner Outdoor recently launched a new service, VideoMaker, to help our clients with the entire process of making online videos – from conception, production, distribution and promotion. In fact, some of our video projects for the Johnson Outdoors brand, Eureka! tents, will be launching in the spring.

From start to finish, Carabiner can help your company:

• Brainstorm concepts and video elements
• Develop video scripts, storyboards and shot lists
• Determine all location details, props, on-camera appearances and select stock images and video
• Assemble needed production staff  
• Facilitate rehearsals for on-camera dialogue
• Select voiceover talent as needed
• Film video on location or in film studios
• Assemble, review and finalize your video
• Determine the best online distribution strategy

Contact us to learn more about our VideoMaker services and ideas for your next video.