The world of outdoor adventure, overlanding, and camping is fueled by the passion for exploration, nature, and the thrill of the open road. While these pursuits may be more popular during the warmer months, the off-season presents a unique opportunity for brands in this space to connect with their audience in innovative ways.
This blog will delve into effective marketing strategies that outdoor, overlanding, and camping brands should consider during the off-season, highlighting real-world case studies that exemplify these strategies in action.
During the off-season, when outdoor activities might be less accessible due to weather conditions, brands can focus on content creation to maintain engagement. This can involve creating blog posts, videos, and social media content that provide valuable information, tips, and inspiration related to camping, gear maintenance, destination guides, and more. By becoming a reliable source of information, brands can maintain their audience’s interest and keep the outdoor spirit alive.
Outdoor retailer REI excels at this strategy. They offer a wealth of online content, from instructional videos on gear maintenance to comprehensive hiking guides for various skill levels. This approach establishes them as a trusted resource and keeps their audience engaged year-round.
The off-season is the perfect time for brands to strengthen their online communities. Engaging with enthusiasts through social media groups, forums, and virtual events fosters a sense of belonging and encourages the sharing of experiences, tips, and stories. This keeps the brand on people’s minds and cultivates a loyal customer base.
Yeti, a brand known for its premium outdoor products, hosted a series of virtual campfire events during the off-season. These events brought together outdoor enthusiasts for storytelling sessions, gear discussions, and Q&A sessions with experts. By creating a sense of community, Yeti maintained engagement and built lasting connections.
The off-season is an excellent time to offer early-bird promotions and discounts for the upcoming outdoor season. By incentivizing customers to plan ahead and make purchases during the off-season, brands can secure revenue and customer loyalty well in advance.
Columbia Sportswear’s winter sale campaign offers discounted winter gear during the off-season. This boosts sales and encourages customers to plan their next outdoor adventures while the memories are fresh in their minds.
Partnering with influencers who align with the brand’s values can extend its reach and bring authenticity to its marketing efforts. Influencers can share their off-season experiences, showcase products, and engage their followers creatively.
Patagonia’s ambassador program features athletes, artists, and activists who embody the brand’s ethos. By featuring these ambassadors’ off-season pursuits, Patagonia maintains its connection with its audience and reinforces its commitment to outdoor exploration and conservation.
The off-season can be an opportune time to tease upcoming product releases and innovations. Teasers, sneak peeks, and behind-the-scenes content can generate excitement and anticipation among customers.
Backpack manufacturer Osprey created buzz by releasing cryptic teasers about an upcoming product launch. The intrigue generated conversations and kept their audience engaged until the official reveal.
While the off-season might mean fewer outdoor adventures, it doesn’t have to translate to reduced engagement for outdoor, overlanding, and camping brands. By focusing on content creation, community building, pre-season promotions, influencer collaborations, and product innovation teasers, these brands can maintain a strong presence and deepen their connection with their audience. The case studies discussed here demonstrate that with the right strategies, the off-season can be a valuable time to nurture relationships and lay the groundwork for a successful outdoor season ahead.
If you have any questions about making the most of your off-season, feel free to book a free consultation.
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