Outdoor retailers are working to stay ahead of the market by finding new ways to cater to today's outdoor enthusiasts which starts with understanding and managing consumer demands. In order to promote strong customer engagement, retailers are utilizing innovative marketing techniques such social media campaigns, promotional events and concerts and even participating in local community service projects in an effort to reach potential customers.
Telling a story through social media
Social media is a great way to bring awareness and drive traffic to your brand. By using social media platforms, you can shift from traditional advertising techniques as well as engage customers to assist in building your brand through personal discussions, reviews and recommendations. Recently, brands such as REI, Yeti Coolers and Dick’s Sporting Goods have tapped into Instagram as a simple way to tell their brand’s story. Sharing experiences with your customers through pictures, videos or hashtags is a great way to generate further brand awareness.
Engaging by way of entertainment
Outdoor brands are constantly looking for innovative ways to attract potential consumers; which begins with creating an emotional connection with them to gage their interests and hobbies. For example, JanSport connected with their customers who were music fans and launched their Bonfire Sessions concert series at South by Southwest in 2015. The outdoor session featured a campfire, music and JanSport merchandise for attendees to enjoy. By creating these creative marketing events, you can enhance your brand message and obtain loyal customers.
Brands are giving back
Whether it be building homes, cleaning up local highways, or donating clothing and food, outdoor retailers such as Vapur, Osprey Packs and Patagonia have used philanthropy to give back to their communities in order to humanize their brand and bring awareness to it. Additionally, you can offer your employees the day off to participate in community service opportunities and share their stories with followers on social media.
By taking a different approach to traditional marketing techniques and offering an interactive experience for your consumers you can successfully capture their attention and keep them interested in your brand.