Connecting with Climbers Through High Mountain Gear
Connecting with Climbers Through High Mountain Gear
As rock climbers for over 20 years, we own a lot of climbing gear! In addition, making a climbing gear purchase is not done without some research and testing. This is because climbing gear should be built to withstand the rigors of climbing, and many pieces are designed to literally save your life! Therefore, most experienced climbers do not purchase on a whim. They buy climbing gear based on their need to complete an objective, and then do some research or get a recommendation from a fellow climber they trust.
When we were introduced and asked to support Kyle Willis, the Founder of High Mountain Gear, we were excited as Kyle makes most of his gear in Tacoma, Washington and it is often he who’s behind the sewing machine! Kyle started out fixing his own climbing gear then, word spread, and to keep gear out of landfills, Kyle started fixing other people’s climbing gear too! Fixing soon led to creating, and before long, Kyle was making his own products.
Marketing Climbing Gear to a Niche Market
At Top Rope Media, we love working with brands in the outdoor recreation industry and we were so grateful to add High Mountain Gear to our roster. Rock climbing is a sport that has grown exponentially in the last decade, and it attracts both youngsters and an older generation. Families often start together in a local gym and then transition to the outdoors. Climbers develop skills over time and move from bouldering and top roping in the gym to sport climbing, trad climbing, ice climbing, multi-pitch climbing, big wall climbing, free soloing, and ski mountaineering. There are so many different types of climbers, and in turn, different climbing gear for each of them.
As Kyle creates climbing gear for big wall climbing and big objectives like climbing expeditions, we wanted to take the right approach to reach his niche audience. Big wall climbers often have extensive climbing experience, rely on well-made gear to support their climbing endeavors, and are willing to spend hundreds of dollars on the right equipment. To connect with this audience, you want to share pieces that resonate. Stories that inspire. Gear that is affordable but gets the job done.
Sharing Big Ideas and Authenticity
If you’ve never been big wall climbing, aid climbing, or even simply multi-pitch climbing, it is a unique process. To reach your summit or complete your objective safely, there’s a lot of planning, training, and gear selection that’s involved. We wanted to highlight Kyle’s craft of designing gear that takes all of this into account, plus the sustainability and affordability factors.
Therefore, we created a marketing strategy to showcase the knowledge base and thought processes behind each of High Mountain Gear’s products. We developed the ‘Crafting the Climb Series’ on YouTube to highlight conversations with Kyle about product development. We’re working directly with High Mountain Gear’s Brand Ambassadors and professional mountain guides to acquire new photos, videos, and content to create more brand awareness. Then, we’re weaving this content into High Mountain Gear’s social media channels.
As a result of the changes we’ve implemented, and the consistency at which we post and engage, High Mountain Gear has seen growth on both Facebook and Instagram. In addition, they’ve seen an increase in website traffic.
Want to learn more about Kyle and High Mountain Gear? Visit his About Us Page!
“Working with the Top Rope Media team has been easy and stress-free. I quickly gained confidence in their marketing know-how, giving me assurance that our brand-building efforts were in good hands. Not only has Top Rope Media’s work increased our social engagement, it has given me the freedom to focus on business development.”
– Kyle Willis, Founder, High Mountain Gear
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