How To Take Good Photos and Use Them To Grow Your Business

Are you wondering how to take good photos and how to use photography and videography to better market your business? Great photography and video do more than make your business look good.  They tell your brand’s story, showcase what makes your products and services unique, and give customers a reason to connect.  Whether you’re looking to improve your photography, create professional video content, or build a visual marketing strategy, the right imagery can help you stand out, reach your audience, and turn attention into action.

In this guide, we’ll explore how to take good photos, where to use them, and how to make photography and video a more effective part of your marketing strategy.

In this blog, you will learn:

• Why Learning How to Take Good Photos Matters for Your Business
• 5 Ways to Use Photos and Videos to Promote Your Business
• How Good Photography Builds Trust and Brand Awareness
• How to Take Good Photos That Improve Your Website SEO
• How to Get More Marketing Value From Your Photos and Videos
• Where to Learn How to Take Good Photos
• When to Hire a Professional Photographer or Videographer
• Photographers and Videographers We Work With
• Final Thoughts on How to Make Great Photography and Videography Part of Your Marketing Strategy

Why is learning how to take good photos and incorporating them into your marketing so powerful? It’s simple: we’re visual creatures. Images can communicate ideas, emotions, and information much faster than words alone. Think about the last time you visited a website or scrolled through social media. What caught your attention? Chances are, it was an interesting photograph or video.

In a crowded digital marketplace, compelling visual content helps your business stand out. It gives potential customers a reason to stop, look, learn more, and ultimately connect with your brand. But creating great imagery is only half the equation. Knowing where and how to use those photos and videos is what turns good content into an effective marketing tool.

If you want to learn how our team works with photographers and videographers, and how we might be able to work together, our Photo and Video Production page gives you detailed examples.

How to take good photos? Work with a professional. Photographer Wil Matthews has supported Top Rope Media with beautiful images for major bike brands, professional athletes, and cycling apparel. 

5 Ways to Use Photographs and Videos to Create Brand Awareness and Generate Revenue

Before we dive into how to take good photos and improve your photography skills, let’s look at where those images can make the biggest impact. Here are our top 5 ways to use photos and video for your business:

1- Product Photography for Your Website

High-quality product photography can draw more attention to your products and help turn website visitors into potential customers. From clean, thoughtfully styled flat lays to detailed product shots and lifestyle imagery, great product photography helps bring your website to life.

Customers get a closer look at the highlights, features, and details that set your products apart. Great product photography also helps them imagine how those products fit into their own lives. Consistent, high-quality imagery also builds brand credibility, creates a more polished shopping experience, and gives visitors more confidence to make a purchase.

2- Social Media

Whether you’re posting to Instagram, Facebook, LinkedIn, or TikTok, compelling photography and video are essential to creating an engaging social media presence. People scroll quickly. Strong visuals help capture attention, communicate your message, and encourage people to stop and interact with your content.

Think beyond product shots. Behind-the-scenes photography, team pictures, customer experiences, and lifestyle images can all help tell your brand’s story.

Need more help with social?  Check out our Social Media Best Practices! 

3- YouTube and Video Marketing

Every day, people around the world watch more than a billion hours of video on YouTube, making it one of the most powerful platforms for businesses looking to reach new audiences.  From product demonstrations and behind-the-scenes footage to customer stories and brand videos, YouTube gives businesses an opportunity to showcase what they do, build credibility, and connect with potential customers.

Video is especially useful when you need to demonstrate how a product works, explain a service, or show your audience something that a photograph alone cannot communicate.

4- Email Marketing

Email remains one of the most effective ways to reach and engage your audience, with 93% of people checking their inbox daily.  But with so many messages competing for attention, making yours stand out matters.  Learning to take good photos and incorporating those images into your email newsletters can give subscribers a reason to click, explore your content, and learn more about your brand.

Think about using strong product photography, lifestyle imagery, or an engaging video thumbnail to introduce a new product, promote a seasonal campaign, or share your latest company news. Here are more tips on how to make those holiday email campaigns sparkle!

The right visuals don’t just make your emails look better; they can help turn a quick glance into meaningful engagement.

5- Digital Advertising: Google Display Ads and Social Media Campaigns

Whether you’re running Google Display campaigns, social media ads, or video advertising, compelling photography and video can make your ads more effective. Strong visuals capture attention, communicate your message quickly, and help potential customers connect with your brand. The right creative can make the difference between an ad that gets scrolled past and one that inspires someone to learn more.

But simply adding pictures and video to your marketing efforts won’t automatically bring customers to your door. Quality, messaging, and strategy all matter. Professional photography and videography, paired with thoughtful copywriting and a well-managed campaign, can help you get more from your advertising investment.

DROP US A LINE

Whether booking an appointment online, waiting in the shop, or checking out after a haircut, we wanted to create opportunities to capture customers’ attention and drive additional sales for Mister Brown’s Barbershop. Through a strategically planned photoshoot featuring their products, accessories, and apparel, we created a library of versatile images for in-store displays and social media campaigns, helping showcase products and encourage add-on purchases at every stage of the customer experience.

How Good Photography Builds Trust and Brand Awareness

Now that we’ve covered where to use photography and video, let’s look at why investing in good visual content can have such a lasting impact on your business.

A Picture (and Video) Is Worth A Thousand Words

You’re probably familiar with this proverb, but it still holds true.  Anyone who has ever read a set of IKEA instructions understands that pictures can be better than words at expressing complex topics.  Don’t get me started on how long it took to put that bookcase together!

Don’t just tell your customers about the products you sell. Show them.  Static photos of your products are great, but what about a video demonstration showing your product in action? Or an athlete, ambassador, or customer actually using it?

Photography and video give your audience a better understanding of what you offer and how it fits into their lives.

Show the Real People and Products Behind Your Brand

It’s incredibly easy to find great-looking stock photography that costs little or nothing to use. We use resources like Adobe Stock and Canva ourselves when appropriate. However, stock photos have their limitations. If your website and social media feeds are filled with the same generic images your competitors are using, what makes your brand stand out?

Original photography showcases your actual products, customers, team, and experiences. It helps communicate what makes your business unique and gives potential customers a more authentic connection to your brand.

If you want customers to trust your business, show them the real people and products behind it. Learning how to take good photos or working with a professional photographer can make all the difference.

Top Rope Media clients Jeff Huckleberry and Craig Gaulzetti of Summer Cycles in California during a photoshoot we set up to capture their new shop, the high-end bicycles they would carry, and the services they would be offering.

How Professional Photographer Helps You Make a Good Impression

Yes, we hear you. Professional photography can be expensive!  And with today’s smartphones capable of taking impressive pictures, you might wonder whether hiring a professional photographer is really necessary.

While smartphones are great tools for everyday photography, there’s more to creating a compelling image than having a good camera. Lighting, composition, timing, experience, and the ability to tell a story all play a role.  At Top Rope Media, we’ve built relationships with professional photographers who understand our clients’ products, brands, and audiences. Those relationships make a difference when we’re developing campaigns and planning shoots.

For example, when we work with athletes, having a professional photographer on-site helps capture authentic moments while creating opportunities to strengthen the relationship between the athlete and the outdoor brand we’re representing.

Here’s what professional racer Kelly Catale had to say about working with photographer Wil Matthews during our Seven Cycles photoshoot in Monterey, California:

Pro rider Kelly Catale during our Seven Cycles photoshoot at the Sea Otter Classic with photographer Wil Matthews and Jake Orness.

How To Take Good Photos That Improve Your Website SEO

Great photography doesn’t just make your website look better. Properly optimized images can also support your search engine optimization (SEO) efforts.  If you want people to find your products and services, you need to make your website easy for search engines like Google, and even ChatGPT and Claude, to understand.

Image optimization is one part of that process.  Here are a few things to consider:

• Use descriptive file names: Instead of uploading an image called IMG_1234.jpg, give it a meaningful name that describes what’s in the photo.
• Write useful alt text: Alternative text helps search engines and people using screen readers understand what an image depicts.
• Optimize image sizes: Large image files can slow down your website. Compress images appropriately while maintaining good visual quality.
• Use relevant imagery: Images should support the content on your page and help visitors understand your products or services.

Learning how to take good photos and properly optimize them can improve the overall quality of your website experience while supporting your SEO strategy.

How to Get More Marketing Value From Your Photos and Videos

You’ve invested time and money in creating great photography and video.  Now what?  One of the biggest mistakes businesses make is treating a photoshoot as a one-time project rather than an opportunity to build a library of marketing content.

Professional photography can be used across multiple marketing channels, including:

• Website banners and landing pages
• Product pages and online stores
• Social media posts and paid advertising
• Email newsletters and promotional campaigns
• Media kits, brochures, and trade show materials
• Blog posts and press releases

At Top Rope Media, we’ve created dozens of media kits for brands and athletes, including one for skier, surfer, and mountain biker Jeremy P. McGhee.  A well-planned photoshoot can give you a collection of evergreen images that you can use throughout the year, across multiple campaigns and marketing channels.  Check out some of our projects here, and if you need a media kit for the next Outdoor Retailer or Eurobike show, we’d be happy to help!

TOP ROPE MEDIA PROJECTS

Where to Learn How to Take Good Photos

Now we know you didn’t come here for just a good read. You want to take action!  If you’re interested in learning how to take good photos yourself, there are plenty of resources available, whether you’re just getting started or looking to improve your photography skills. Here are a few places to begin:

• Masterclass: Anne Leibovitz
• The Art of Street Photography
• Nikon School Online
• Masterclass: Jimmy Chin
• UCSD Extension’s Photography Program

Here are more recommendations from NY Magazine on online photography and photo editing classes that will make you a better photographer.

My brother picked up a camera in 2025, and hasn’t been the same since. He now shares his content on Refresh Garage, and even brought his camera to visit us in Italy and captured Lucy in her element.

When To Hire a Professional Photographer or Videographer

Of course, not everyone has the time or interest to become a professional photographer.  And that’s okay!  If your time is better spent running your business, hiring a professional photographer or videographer may be the right investment.

A professional can help you develop a creative direction, plan your shots, manage lighting and production, and deliver high-quality images and video that align with your marketing goals.  But how do you find the right person for your project?

What To Look For When Hiring a Photographer or Videographer

Unless you’ve worked with a professional photographer or videographer before, your search will probably start online or with a recommendation from your network.  But how do you know if the person you’re considering is right for your brand?

Here are three things to look for:

1- They Take Photos and Videos You Like

Every professional photographer should have a portfolio of previous work.  Take a look at their images and video projects.  Do you like their style? Does their work align with the look and vision for your brand? If you don’t like what you see, move on to the next photographer.

2- Their References Check Out

Just because an individual is accomplished artistically, it doesn’t mean that he or she is right for your brand.  Just as with any other professional you might hire, you should always check their references before you commit to the project. Ask about their communication, ability to meet deadlines, reliability, and overall experience working with them.

3- The Chemistry Is There

You’ll need to work closely with your photographer or video crew to get your project done.  In addition, you have to communicate your expectations clearly.  Therefore, it’s important to have a photographer or videographer you work well with.  One that understands the overall goal of the project.

Friend and action sports photographer Erin Hogue shot this image of pro snowboarder Charles Reid that won her the X Games ZOOM photo contest!

How Much Does a Professional Photographer Cost?

Budgeting for a photography class to learn how to take good photos, or hiring a professional, is something you need to consider as part of your annual marketing budget.  The cost of a photoshoot will depend on many factors, including:

• Location of your photo or video shoot, studio or venue rental
• Number of images or length of video required
• Shot list and production schedule
• Number of models, athletes, or talent needed
• Style and complexity of the shoot
• Props, equipment, and gear rental needed
• Post-production: photo editing and video final cuts
• Licensing agreements and photography rights

After exchanging an email or two with the photographers or videographers you are considering, pick up the phone.  Discuss the project in detail.  Review your goal and objectives.  Then, shut up and listen to their recommendations. 

Remember, these are the professionals.  Your photographer or videographer may have a better idea of how to get the shots you are looking for.

As a starting point, expect to pay anywhere from $850 – $1,500 to cover the day rate of your photographer or videographer.  However, professional rates vary considerably depending on experience, location, crew size, equipment, and production requirements.  Be sure to request a detailed estimate for your specific project.

Lastly, want to shoot in a remote location or a gorgeous destination?  Well, as with the Amalfi Coast featured in our cover photograph by Kat Reynolds, be prepared to cover transportation and accommodations, and a per diem for your camera crew!

Shooting on location in Positano, Italy with lifestyle and adventure photographer Kat Reynolds.

Action Sports, Lifestyle, and Commercial Photographers And Videographers We’ve Worked With

While I, Meredith Caccese McConvill, shoot almost all the photo and video for Top Rope Media’s Instagram and YouTube channel, we’ve had the opportunity to work with incredibly talented photographers and videographers across the outdoor, action sports, and lifestyle industries.  Below are a few photographers we’ve worked with and the disciplines they cover.  There are literally hundreds of talented photographers out there, so do your homework.  And remember, think of this as the start of a long-term relationship!

• Wil Matthews– commercial and editorial photography with a cycling focus

• Kat Reynolds– lifestyle, surfing, and adventure

• Jack Delulio– commercial videographer

• Celia Miller– action sports photography
• Richard Caccese– auto, lifestyle (while not a professional yet, he’s got talent.)

Final thoughts on how to take good photos and make photography part of your marketing strategy

No matter what industry you’re in, learning how to take good photos can be an extremely valuable tool for your business.  Photography and video help communicate ideas, showcase your products, tell your story, and connect with customers in ways that text alone simply cannot.

Taking a photography class or hiring a professional photographer may seem like an unnecessary expense.  But when you consider how many ways you can use those images across your website, social media, email marketing, and advertising campaigns, the investment can have a lasting impact.

Hopefully, this guide has given you some new ideas for your next photo or video project!  At Top Rope Media, we help brands develop photography and video content that does more than look good. We create visual assets with a purpose, designed to support your marketing goals across digital platforms, advertising campaigns, and beyond.

Until next time, enjoy the beautiful images and give thanks for the people behind the lens.

– Meredith Caccese McConvill, Top Rope Media

The Best Tradeshows in the outdoor industry in 2026

Looking for the best tradeshows, events, and festivals in the outdoor industry in 2026 to invest your time and marketing dollars?  You have come to the right place!

Outdoor industry tradeshows remain one of the most effective ways to:

• Build relationships with vendors and distributors
• Showcase new product offerings
• Connect with both retailers and consumers
• Generate media coverage from print and online publications
• Spy on your competition!

Not every tradeshow deserves your time, or your budget.  The “best tradeshows in the world” come with very real price tags, so choosing wisely is everything.  Below, we’ve curated the top outdoor industry tradeshows worldwide, highlighting those that are best for B2B networking, as well as events that attract a strong consumer audience and offer opportunities for on-site sales.  We update this list annually.

In addition, we’ve included a full section of practical tips to help you maximize your return on every tradeshow you attend — from planning and booth strategy to follow-up and long-term value.  We even have recommendations on fun event activations and how to draw crowds into your booth to generate buzz at the show!  The best tradeshows are out there waiting for you, so let’s get started!

We’ve walked numerous tradeshow floors and have gathered a list of the best of the best to help you grow your brand.

Best Tradeshows and Festivals for Outdoor + Lifestyle Brands:

1. Sea Otter Classic:

The Sea Otter Classic hosts over 9,600 athletes, 72,500 fans, and it’s North America’s largest cycling tradeshow!  Sea Otter is definitely the place to connect with consumers interested in road, BMX, gravel, mountain bikes, cycling gear, and apparel. 

2. GoPro Mountain Games:

With 83,000 spectators and over 3,000 athletes, the GoPro Mountain Games in Vail draws over 140 brands to its mountain playground every June for biking, climbing, kayaking, fishing, SUPing, and even a big air competition for dogs!

3. Outdoor Retailer- The OR Show:

The Outdoor Retailer Show is the perfect place if you’re seeking B2B connections with the biggest brands in the outdoor industry.  However, with the move from Utah to Colorado, then back to Utah, and now to Minneapolis in 2026, the OR Show has seen a drop-off in attendance.  In addition, still TBD whether major brands like REI, The North Face, and Patagonia will return to the show.  

Despite these setbacks, Outdoor Retailer is still one of the largest gatherings of outdoor brands in the country and a great place to showcase new products, speak with the media, and connect with retailers and distributors.

4. CES- Consumer Electronics Show:

If you have room in your marketing budget, the Consumer Electronics Show is the biggest tradeshow in the country and ‘the most influential tech show in the world’.  Consumers, retail buyers, and wholesale distributors all descend on Las Vegas in January to see the best of the best in tech.  Just attending the show and doing some guerrilla marketing, or hosting a pop-up shop in Vegas during the show, could get your product seen by thousands of potential new customers!  (More on creating fun event activations and a tradeshow marketing plan in a bit!)

5. Eurobike:

Eurobike is an annual tradeshow held in Germany that brings together renowned cycling brands, industry professionals, and cycling enthusiasts from around the globe.  While the first few days are reserved for industry insiders, the event opens its doors to the public, allowing cycling enthusiasts to experience the latest products firsthand.  Attending Eurobike presents an exceptional opportunity to showcase your brand, gain exposure, and build brand awareness within the cycling community, attracting potential customers and industry partners alike.

6. Overland Expo:

Trying to reach the do-it-yourself adventure travel enthusiast?  How about the retired ‘snowbirds’ traveling the U.S. in an RV or the Jeep owners who love to go off-roading?  What about reaching the vanlifers, those who live and work in their campervan?  If these are your preferred audiences, then the Overland Expo is the place to connect!  The Overland Expo hosts shows in several locations across the U.S., and it is perfect for brands that sell adventure travel equipment, camping gear, overland vehicles, RV and camper van accessories, and overlanding travel tours and services.

7. ProWinter and the Ski Industry Climate Summit

ProWinter is a 3-day mid-size B2B tradeshow featuring ski equipment manufacturers and outdoor gear brands.  Held in Bolzano, Italy, the ‘Gateway to the Dolomites’, ProWinter showcases new product offerings to wholesalers, retailers, and other distributors. In addition, the Dolomites’ position at the crossroads of Italy, Switzerland, Austria, and Germany makes it a natural center for Alpine sports culture.  Add in over 40 ski resorts, world-class climbing, and cycling, and it’s easy to see why leading outdoor manufacturers like La Sportiva, Salewa, and Reusch call this region home.

Following the tradeshow, the Ski Industry Climate Summit, conceived and hosted by Atomic and led by organizations like Protect Our Winters and the Winter Sports Sustainability Network (WSN), creates space for the industry to come together around climate responsibility, from sustainable transportation strategies to tackling the complex issue of recycling sporting equipment at the end of its life. Lastly, we relocated Top Rope Media’s headquarters to the Dolomites in 2025, and we’ve written a blog about the best adventure travel activities in the area! 

8. Ouray Ice Festival:

Every year in January, the small mountain town of Ouray, Colorado, is packed with ice climbers for the Ouray Ice Festival.  The festival is small, and therefore a great place to connect with consumers interested in ice climbing and mountaineering.

The event is held in the Uncompahgre Gorge, where,  each winter, the Ouray Ice Park is magically created.   Manmade ice walls are formed by pumping water down sheer canyon faces. This transforms the town into a winter playground where ice climbers and brands alike test crampons, ice axes, ropes, and extreme cold-weather gear in real, repeatable conditions.  Brands that produce products for cold-weather camping, backcountry ski touring, snowshoeing, alpinism, and other similar winter sports would do well at the Ouray Ice Festival.

9. ICAST:

The World’s Largest Sportsfishing tradeshow, ICAST, is the place for fishing gear, tackle, accessories, boats, and more!  As a B2B Show held each year in Orlando, Florida, ICAST is the place for outdoor and lifestyle brands that want to create partnerships, find distributors, get in front of media, or debut new sportfishing products.

10. Ironman World Championships:

Triathletes from around the world gather on the Big Island of Hawaii each year for a chance to become an Ironman World Champion.  Therefore, if your brand is into all things swimming, biking, and running, or selling gear and apparel for these types of consumers, you should be in Kona at the Ironman World Championships!

11. CABDA Show:

The CABDA Show is the B2B show for bike brands.  What started as a small show outside Chicago has grown to multiple locations covering the Midwest, East, and West Coast bicycle retailers.  CABDA, along with the Sea Otter Classic and the Bentonville Bike Fest, has filled the gap left by the Interbike tradeshow.  As a bicycle manufacturer, distributor, bike shop, or bike adjacent company, the CABDA shows are a great way to get in front of your B2B audience.

12. Surf Expo:

The Surf Expo is a B2B tradeshow that bills itself as the ‘largest and longest-running board sports and beach resort lifestyle tradeshow in the world’.  Therefore, if your lifestyle apparel or outdoor brand sells equipment for surfing, SUP, or other beach activities, you need to add the Surf Expo to your tradeshow calendar!

13. Connect by grassroots:

Connect By Grassroots is a 4-day, invitation-only, outdoor specialty retailer show.  It’s billed as a simple, efficient buying show for the outdoor industry that builds relationships and helps specialty retailers and vendors succeed.  This small but mighty show competes with Outdoor Retailer.

14. FITUR at IFEMA Madrid

FITUR, held annually at IFEMA Madrid each January, is one of the world’s largest tourism trade shows, attracting around 250,000 visitors and 10,000 exhibitors from over 100 countries.

15. The Outside Festival:

Several years ago, a small hardgoods show- think paddle, hike, camping, and cycling- the Big Gear Show hosted its first event near the Deer Valley Ski Resort in Park City, Utah.  Fast forward a few years, and it has combined with Outside Inc. to form the Outside Festival in Denver.  This show competes with Outdoor Retailer in June and is both a B2B and B2C event.

With the reach of Outside, Inc., which produces almost all outdoor media publications- Outside Magazine, Backpacker, Climbing, and Runner’s World, and owns platforms like Gaia GPS and Trailforks, the Outside Festival generates a larger audience of consumers.  In addition, the combined Outside Festival & Big Gear Show can help you reach journalists, online media, and print publications.

16. IPSO Munich

ISPO Munich, which is moving to Amsterdam for November 2026, is one of the world’s leading annual sporting goods trade shows.  It regularly attracts over 55,000 industry professionals and more than 2,300 exhibitors from around the globe to showcase the latest in sports, outdoor, and fitness products.

17. Taipei International Cycle Show

The Taipei International Cycle Show in Taiwan is one of Asia’s largest cycling industry trade events, showcasing the latest in bicycles, components, e‑bikes, and accessories to global buyers, brands, and distributors each March.

18. Snowbound Expo:

The Snowbound Expo was established by SIA- the Snowsports Industries of America, and is a consumer-facing tradeshow.  The show attracts winter outdoor sports enthusiasts and is a reimagined version of the BEWI Expos.  Held annually, brands can showcase their latest winter gear, apparel, and tech, plus attendees can learn about the best winter destinations and pick up ski passes, all under one roof!

19. Bentonville Bike Fest:

The Bentonville Bike Fest is one of the newer events building camaraderie within the mountain biking community.  Thanks to massive capital investments from the Walton Family, Bentonville, Arkansas, wants to be known as the mountain bike capital of the world!  If your company sells products and services related to mountain biking, gravel riding, or BMX, then the Bentonville Bike Fest is a great place to ride and connect.

20. Colorado’s Summer off-road events:

From the Breck Epic, to Leadville MTB, the FoCoFondo, and Steamboat Gravel- SBT GRVL, these events transform Colorado into the center of the off-road universe every summer.  The world’s best riders make their way to Colorado to compete, and smart brands with a focus on mountain biking and gravel riding need to have a presence.

The town of Breckenridge sits at the center of it all, and with its epic trails, it’s a great place to gather.  Centering your visit around downtown Breck provides a great opportunity to meet with athletes, journalists, like-minded brands, and potential customers.

The CABDA Show is the perfect place to reconnect with partners, retail buyers, and industry friends!

The Best Tradeshows Might Actually be a Sporting Event or Festival

As you can see from our list, the best tradeshows may not be your traditional tradeshows at all.  Although shows like Outdoor Retailer are a great place to network, if you own a small outdoor brand, you may not be able to afford the steep entrance or exhibitor fees.  In addition, many of these outdoor industry events may not be consumer-facing.

Therefore, a better option than Outdoor Retailer could be to host a booth at a sports event or festival like Bentonville Bike Fest, the GoPro Mountain Games, or the Ironman World Championships!

The Best Tradeshows for an International Audience

In addition to IPSO Munich, the Taipei International Cycle Show, FITUR Madrid, Eurobike, and ProWinter, here are a few other shows to consider for outdoor brands that want to reach an international market:

• Outdoor Trade Show-  The UK’s only large‑scale outdoor sports and leisure trade event, held in Liverpool
• Outex- an Outdoor and Leisure Experience Show in Italy
• Guangzhou International Outdoor Expo– A major outdoor and adventure gear expo in China
• Outdoor Fest Bangkok

Also, if your products appeal to the hospitality and tourism markets, make sure to read- Top 10 Travel Trade Shows for Tour Operators, Hotels, and Destinations!

If you’re looking to reach cyclists from downhill riders to weekend warriors, then the Sea Otter Classic should be at the top of your list! Photo by Jesse Polay.

Outline your Best Tradeshow Marketing Game Plan

If you’re still not sure which shows to attend, how much to budget, how to keep your shop staffed, or who to send, you are not alone.  Here are a few things to think about:

1. What are your tradeshow costs?

First, add up your costs to attend each tradeshow:

• Flights, accommodations, transportation (for you, your team, and your gear/products)
• Food and beverages, hosting client dinners
• Exhibitor booth space plus booth design if you do not have a booth already

2. What audience does the tradeshow serve?

Is the tradeshow or event you’re considering consumer-facing?  Can potential buyers see, touch, test, and buy your products?

Or will this be mainly a chance to meet with retail or wholesale buyers, and get your products into new stores?

3. Can you set up meetings at each tradeshow?

You’re investing quite a lot of time and money to attend an industry tradeshow.  Therefore, are there ways you can set up meetings ahead of the show and plan out each day?

Hint: Many tradeshows now have apps or an exhibitor/vendor portal where you can schedule or request meetings, and connect with brands or buyers before you arrive!

In addition, many of the tradeshow apps let you schedule a happy hour, meet & greet, or giveaway at your booth!

Pro Tip: Set up meetings in advance. Otherwise, the ‘gatekeepers’ staffing the entrance to most booths at Outdoor Retailer may not seem as friendly.

4. What is your expected ROI for each event or tradeshow?

Attending one of the best tradeshows in the outdoor industry can eat up a good portion of your marketing budget.  Therefore, make sure you have goals set for what you expect to get out of each event:

• Fill a certain number of orders or directly sell products?
• Launch new products and create brand awareness?
• Collect email addresses?
• Connect with new distributors or retail stores?

5. Can you create a fun event activation at the tradeshow?

Creating a fun opportunity to engage with potential clients, generate buzz on social media, and create user-generated content at the best tradeshows is a no-brainer.  However, it’s often something left until the last minute!

Instead, plan ahead and launch or conclude a giveaway!  Host a competition at your booth to generate buzz!  Use social media to advertise it.  And remember to have a way to collect those email addresses!

Here are a few other ideas we’ve used:

• Bring a big wheel that people can spin to win your products or fun items with your logo on them.
• Host a booth happy hour, or a happy hour outside the show if you’re not exhibiting.
• Create a daily booth giveaway, winners must be in attendance!
• Set up a photo booth, complete with fun hats, glasses, and wigs themed to match your brand!
• Create a video testimonial booth where people can talk about your product.

Pro tip: You can easily set up a photo or video booth using a tripod with an iPad, or even a phone and a nice backdrop.  In order to seamlessly collect emails and have guests share their photos on social, use a photo booth app like LumaBooth, Simple Booth Halo, or Unsnapped.

And lastly, check out the event activation we helped create for TASCO MTB at the Sea Otter Classic!

Do you have the best tradeshow follow-up plan in place?

When we create a trade show follow-up plan for our clients, we do this BEFORE the show begins.  Then every team member attending has a good idea of what they are responsible for.  After you’ve attended some of the best tradeshows for the outdoor industry, how will you follow up with those you met at the tradeshow? Here are a few things to consider adding to your tradeshow follow-up plan:

• Who is in charge of packing it all in and shipping things back home?
• Can team members who attended present their new discoveries to the rest of your team?
• Do you have an easy way to upload new contacts into your CRM- so those business cards do not stack up on your desk!

Will what you’ve learned at these outdoor industry trade shows influence your marketing or sales strategy going forward?  Lastly, don’t forget to bring home some fun swag for those who kept the shop running while you were gone!

Without a booth at Outdoor Retailer, be creative! Wear branded gear, host a happy hour, or collaborate with a bigger bear!

Final Thoughts on the Best Tradeshows for the Outdoor Industry

We hope this blog gave you ideas on which are the best tradeshows in the world for outdoor industry brands.

Need a game plan to help you execute a fun event activation?  Drop us a line!  Also, check out the other posts we’ve written about B2B and B2C marketing strategies for the outdoor industry:

• How to Find the Right Brand Ambassadors and Influencers for Your Brand

• Top 10 Travel Trade Shows for Tour Operators, Hotels, & Destinations
• Travel Marketing: 5 Tips to Book Your Vacation Packages, Cruises, and Tours
• B2B vs B2C Marketing Strategies: What’s the Difference?

To learn more about what we do on the regular, follow Top Rope Media’s adventures on Instagram, Facebook, or X.

Until next time, enjoy the reason we work in the outdoor industry in the first place.  To get outside and play!

– Meredith Caccese McConvill, Top Rope Media

Introduction: A Practical MCP Integration Methodology

Agentic AI is a much-talked-about concept, but integrating it into your daily workflows is a genuinely powerful way to amplify your individual skill set. At Top Rope Media, we’ve developed a systematic approach to extending Claude’s capabilities through Model Context Protocol (MCP) servers via Claude Desktop. This methodology allows us to create AI-assisted workflows that directly integrate with our business tools and data sources. We’ve put this guide together to walk you through that process.

MCP servers are specialized integrations that connect Claude to external services and APIs. Think of them as bridges that allow Claude to interact with your tools and data sources directly through natural conversation, transforming how we work with everything from file management to project tracking to content publishing.

How MCP Architecture Works

To understand how MCP creates this connection, let’s look at the fundamental architecture. Natural language requests flow from user to Claude, which uses MCP servers to translate requests into API calls. The MCP server handles authentication, formatting, and parsing. Results return through the same path, delivered back to the user in natural language.

Official MCP Resources

Core Documentation:

• Model Context Protocol Official Site: https://modelcontextprotocol.io/
• MCP Documentation: https://modelcontextprotocol.io/docs
• MCP Specification: https://spec.modelcontextprotocol.io/
• Anthropic’s MCP Introduction: https://www.anthropic.com/news/model-context-protocol

Why Claude Desktop Instead of Code Editors?

While AI-powered code editors like Cursor and VS Code with Copilot are excellent for software development tasks, we’ve chosen to build our MCP infrastructure within Claude Desktop for several strategic reasons:

Conversational Context: Claude Desktop excels at maintaining complex, multi-turn conversations across diverse topics. We can seamlessly shift from discussing marketing strategy to analyzing financial data to managing project tasks without switching applications or losing context.

Cross-Domain Workflows: Our work at Top Rope Media spans content creation, client communications, project management, data analysis, and strategic planning. Claude Desktop serves as a unified interface for all these activities, whereas code editors are optimized primarily for software development.

Natural Language Interface: Many of our team members aren’t developers. Claude Desktop allows anyone to leverage powerful integrations through conversation rather than requiring knowledge of specific commands or code syntax.

Flexible Tool Orchestration: Through MCP, Claude can intelligently combine tools from different domains in a single workflow. For example, searching Google Drive for client documents, analyzing data within them, and then publishing insights to WordPress – all in one conversational flow.

Documentation and Communication: Claude Desktop naturally produces shareable outputs. We can generate reports, draft content, create documentation, and prepare client communications all within the same environment where we’re doing the analytical work.

That said, code editors with AI assistance remain invaluable for pure software development. The key is using the right tool for each type of work: Claude Desktop for business operations and multi-domain workflows, code editors for focused development sessions.

Claude Desktop & Setup

• Claude Desktop Download: https://claude.ai/download
• Claude Desktop Configuration Docs: https://modelcontextprotocol.io/docs/tools/desktop

Foundation: Filesystem Tools

Every MCP implementation starts with the filesystem tools. These are the most fundamental and versatile MCP servers because they provide Claude with direct access to read, write, and manage files on your local system.

Why Filesystem Tools Come First

The filesystem MCP server is foundational for several reasons:

Universal Access: Almost every workflow involves files – whether you’re managing code, documents, configurations, or data. Having Claude able to access your filesystem means it can participate in virtually any task.

Safe Exploration: The filesystem server uses allowed directories configuration, meaning you explicitly define which folders Claude can access. This gives you control over security while enabling powerful capabilities.

Building Block for Other MCPs: Many specialized MCP servers we build later rely on filesystem access for configuration files, reading credentials, or managing output. The filesystem server is often a dependency for other integrations.

Example MCP Servers

• Filesystem MCP Server: https://github.com/modelcontextprotocol/servers/tree/main/src/filesystem
• Google Workspace MCP: https://github.com/modelcontextprotocol/servers/tree/main/src/google-drive
• GitHub MCP Server: https://github.com/modelcontextprotocol/servers/tree/main/src/github

Understanding the Security Model

The filesystem MCP implements a critical security boundary that protects sensitive configuration while allowing Claude to work effectively. Claude’s configuration and credentials remain in protected directories that Claude cannot access, while your working directories are explicitly allowed. This ensures Claude cannot modify its own configuration or expose sensitive credentials.

Technical Prerequisites

Before diving into MCP implementation, it’s important to have some foundational technical skills:

Terminal Familiarity: You’ll need basic comfort with command-line operations to install packages (using npm or similar package managers), navigate directories, and run server commands. Understanding concepts like working directories, environment variables, and process execution will make setup much smoother.

Some Coding Experience: While you don’t need to be a software engineer, familiarity with concepts like JSON syntax, configuration files, and basic programming structures will help tremendously. You’ll be editing JSON configuration files and potentially reviewing TypeScript code.

Understanding of File Systems: Knowing how directories are structured, what file paths are, and how permissions work is essential for configuring MCP servers safely and effectively.

Text Editor Proficiency: You’ll need to be comfortable editing configuration files with a text editor. These are typically JSON files that require precise syntax.

Most importantly, you need to understand a critical security principle: your Claude Desktop configuration file should always be stored outside of any directories that Claude has filesystem access to. On macOS, the config file is located at `~/Library/Application Support/Claude/claude_desktop_config.json` – a system directory that should never be added to Claude’s allowed directories list. This separation ensures that Claude cannot modify its own configuration or access sensitive credentials stored in environment variables.

Installing Filesystem Tools

The installation process is straightforward and follows a pattern we’ll use for all MCP servers:

1. Install the package: The @modelcontextprotocol/server-filesystem package provides the core functionality. You can install it globally or in a dedicated directory for your MCP servers.

2. Configure Claude Desktop: Add the server to your Claude Desktop configuration file (typically located at ~/Library/Application Support/Claude/claude_desktop_config.json on Mac). The configuration specifies the command to run the server and which directories to allow access to.

3. Restart Claude Desktop: The configuration is loaded when Claude Desktop starts, so you’ll need to restart the application for changes to take effect.

4. Verify the connection: You can confirm Claude has access by asking it to list files in one of your allowed directories.

Key Capabilities

Once configured, the filesystem MCP gives Claude powerful abilities:

Reading Files: Claude can examine the contents of text files, code, configurations, and documents. This allows it to analyze your work, understand context, and provide informed suggestions.

Writing and Editing: Claude can create new files or make precise edits to existing ones using line-based replacement. This is invaluable for code generation, documentation, and configuration management.

Directory Navigation: Claude can explore your directory structure, search for files by name or pattern, and understand your project organization.

File Operations: Moving files, creating directories, and managing file metadata are all available, enabling Claude to help organize and maintain your workspace.

Our MCP Discovery and Implementation Methodology

With filesystem tools as our foundation, we’ve developed a systematic approach to identifying opportunities for new MCP servers and implementing them efficiently.

Step 1: Identify Repetitive or Complex Workflows

The best candidates for MCP integration are tasks that meet one or more of these criteria:

Repetitive API Interactions: Tasks that require you to manually interact with APIs or web interfaces repeatedly – like checking project statuses, updating records, or pulling reports.

Multi-Step Processes: Workflows that involve several steps across different tools – like creating a blog post that requires gathering data, formatting content, and publishing.

Data Synthesis: Tasks that require combining information from multiple sources to make decisions or create outputs.

Context-Heavy Operations: Work that requires understanding project history, previous decisions, or complex relationships between data points.

For example, we identified WordPress content management as a prime candidate because we were constantly switching between conversation with Claude (for content ideation and writing) and the WordPress admin interface (for publishing and formatting).

Step 2: Evaluate Existing MCP Servers

Before building a custom solution, we check if an MCP server already exists. The MCP ecosystem is growing rapidly, with servers available for popular services like:

Development Tools: GitHub, GitLab, Linear, Sentry
Productivity: Google Drive, Slack, Gmail
Databases: PostgreSQL, SQLite, MongoDB
Cloud Services: AWS, Google Cloud, various APIs

We check the official MCP servers repository and community contributions. If an existing server meets 80% of our needs, we’ll often use it and potentially contribute improvements rather than building from scratch.

Step 3: Assess the API Landscape

If we’re building a custom MCP server, the next step is evaluating the target service’s API:

API Documentation Quality: Well-documented APIs with clear examples make implementation much faster. REST APIs are generally easier to work with than complex SOAP or proprietary protocols.

Authentication Methods: We prefer APIs that support Application Passwords, OAuth tokens, or API keys over those requiring complex authentication flows. The authentication method needs to work with MCP’s stdio communication model.

Rate Limits and Quotas: Understanding the API’s limitations helps us design appropriate error handling and user feedback.

Coverage: We map the API endpoints to our use cases to ensure the API provides the functionality we need. Sometimes an API looks comprehensive but lacks specific capabilities we require.

Step 4: Rapid Prototyping with TypeScript

We’ve standardized on TypeScript for MCP server development because:

Type Safety: TypeScript’s type system catches errors early and makes the code more maintainable, especially important when working with external APIs.

MCP SDK: The official @modelcontextprotocol/sdk is written in TypeScript and provides excellent type definitions for all MCP constructs.

Async/Await: Modern JavaScript’s async patterns make it natural to work with API calls and I/O operations.

Rich Ecosystem: NPM provides libraries for virtually any API or service we want to integrate.

Our prototyping process typically follows this pattern:

1. Set up a basic server structure: We start with the MCP SDK’s server template, defining the basic server metadata and establishing the connection handler.

2. Implement read-only tools first: We begin with safe, read-only operations like listing resources or fetching data. This lets us test the API connection and authentication without risk of modifying data.

3. Add write capabilities incrementally: Once read operations work reliably, we add tools that create, update, or delete resources, implementing appropriate safety measures like confirmation prompts or default draft statuses.

4. Test with real workflows: We use the MCP server in actual work scenarios to identify gaps, edge cases, and usability issues that don’t emerge from pure testing.

Step 5: Configuration and Security

Every MCP server needs proper configuration management:

Environment Variables: Sensitive credentials should never be hardcoded. We use environment variables in the Claude Desktop config to pass API keys, passwords, and URLs to the MCP server.

Safe Defaults: Write operations should default to safe states. For example, the WordPress MCP creates posts as drafts by default rather than immediately publishing.

Error Handling: Clear error messages help Claude (and us) understand when something goes wrong and how to fix it. We include context about rate limits, authentication failures, and invalid inputs.

Validation: Input validation prevents malformed requests from reaching the API and potentially causing problems.

Security & Best Practices

• MCP Security Best Practices: https://modelcontextprotocol.io/docs/concepts/security
• OAuth 2.0 Specification: https://oauth.net/2/

Step 6: Documentation and Knowledge Sharing

As we develop each MCP server, we document:

Installation Instructions: Step-by-step setup procedures, including dependencies, configuration examples, and verification steps.

Tool Descriptions: Clear explanations of what each tool does, what parameters it accepts, and what results it returns. This helps Claude use the tools effectively.

Common Patterns: Usage examples for typical workflows, showing how to combine tools to accomplish real tasks.

Troubleshooting: Known issues, common errors, and how to resolve them.

This documentation serves multiple purposes: it helps team members adopt the MCP server, provides reference material when issues arise, and can be shared with the community if we open-source the server.

Real-World Example: The WordPress MCP Journey

Our WordPress MCP server demonstrates this methodology in action:

Identification: We noticed we were constantly context-switching between Claude conversations (where we’d draft and refine content) and the WordPress admin (where we’d copy, paste, format, and publish). This broke our flow and introduced opportunities for errors.

Evaluation: We found a basic WordPress MCP server in the community but it only supported read operations. We needed write capabilities for our content workflow.

API Assessment: The WordPress REST API is well-documented, supports Application Passwords for authentication, and provides comprehensive endpoints for posts, categories, tags, and media.

Implementation: We built the server in TypeScript using the MCP SDK, starting with read-only tools (listing posts, searching content), then adding write capabilities (creating and updating posts), and finally advanced features (category/tag management, media uploads).

Configuration: We used environment variables for the WordPress URL, username, and Application Password. Posts default to draft status for safety.

Testing: This very blog post you’re reading was created and updated using the WordPress MCP, demonstrating its real-world utility.

The Complete WordPress Workflow

The entire content creation process happens through conversation. The user never leaves Claude Desktop, yet content flows seamlessly to WordPress through the MCP server’s API integration. Each step maintains context and state, allowing for natural iteration and refinement from draft to publication.

Current MCP Ecosystem at Top Rope Media

Following this methodology, we’ve built and integrated several MCP servers:

Filesystem: Our foundation, providing access to project files, documentation, and code.

WordPress: Full content management capabilities for our blog and client sites.

Google Drive: Search and retrieve documents, presentations, and spreadsheets to provide context for client work and internal projects.

Linear: Project management integration for the NEA Representative Assembly Business System rebuild and other development projects.

Knowledge Graph: A custom entity-relationship database that helps Claude remember project context, client preferences, and technical decisions across conversations.

Each of these servers was identified through actual workflow pain points, evaluated for ROI, and implemented following the systematic approach outlined above.

Best Practices We’ve Learned

Through building and using multiple MCP servers, we’ve developed some key principles:

Start Small, Iterate: Don’t try to build the perfect MCP server on the first attempt. Start with the minimum viable functionality and expand based on real usage.

Prioritize Safety: Write operations should have safeguards. Use draft modes, confirmation prompts, or read-only default states until you’re confident in the implementation.

Design for Claude’s Context: Remember that Claude will be using these tools through natural language. Clear tool names, explicit parameter descriptions, and informative error messages make a huge difference.

Test in Real Workflows: Synthetic tests are useful, but the real proof is using the MCP server in your actual work. This reveals usability issues and missing features quickly.

Document as You Build: It’s much easier to document while the implementation details are fresh in your mind than to reconstruct them later.

Share and Contribute: The MCP ecosystem benefits when we share our work. If you build something useful, consider contributing it back to the community.

Looking Forward: The AI-Augmented Workflow

The MCP methodology we’ve developed represents a fundamental shift in how we work. Rather than using AI as a separate tool that we consult and then manually implement recommendations, we’re creating integrated workflows where Claude can directly act on our systems and data.

This isn’t about replacing human judgment or creativity – it’s about removing the friction between ideation and implementation. When Claude can access project files, update task statuses, publish content, and manage data directly, we spend less time on mechanical steps and more time on strategic thinking and creative work.

As we continue to build our MCP ecosystem, we’re excited about the possibilities: deeper integration with client systems, automated reporting and analysis, intelligent project management assistance, and workflows we haven’t even imagined yet.

The key is maintaining this systematic approach – identifying real needs, evaluating solutions thoroughly, implementing carefully, and always prioritizing security and control. With this foundation, the possibilities for AI-augmented work are nearly limitless.

This post was created and updated using the WordPress MCP server described within, demonstrating the very methodology it explains.

Last Updated: November 22, 2025

Holiday Marketing Campaigns: Tis the Season to Sparkle

The holiday season kicks off soon with the Christmas markets opening here in Europe.  The festive piazzas are packed with little wooden cottages, each decorated in red, white, and green.  The smell of cinnamon, evergreen, and fresh Christmas pastries wafts through the chilly evening air.  Personalized stockings and ornaments, mugs of mulled wine, and a little bit of holiday cheer.  Small, local brands with well-designed holiday marketing campaigns are capturing seasonal shoppers, and you can too.

We all remember those Budweiser holiday ads with the majestic Clydesdales pulling a Budweiser carriage through snowy landscapes.  The Hershey’s kisses in Christmas tree formation, ringing out ‘We Wish You a Merry Christmas’ with the last kiss ringing the hardest, then wiping his ‘brow’ with the little Hershey-logoed paper.  Or my personal favorite, the Folgers’ ‘‘I’ll be Home for Christmas’ ads, where a young man or woman makes it home for the holidays, sneaks in, and brews a pot of coffee as the whole house wakes up to the aroma and they share a holiday moment together.  Sniff, sniff.

These holiday marketing campaigns make you smile.  They make you feel something for the brand while capturing the sentiment of homecoming, warmth, and family bonding that the holidays are known for.

Shopping Holidays: Black Friday, Cyber Monday, Small Business Saturday, and Giving Tuesday

Snow is beginning to blanket the mountain tops here in northern Italy.  Puffy jackets are back.  Chestnuts are literally roasting over an open fire down the street!

Black Friday, the day after Thanksgiving, and Cyber Monday, the Monday following Thanksgiving weekend, are still heavy hitters when it comes to holiday sales.  Even here in Europe. 

Sure, in Italy and the rest of Europe, Thanksgiving is not celebrated.  It’s a normal workday with no traditions, no turkey, no long weekend.  However, there are still promotions for Black Friday and Cyber Monday sales!  Therefore, if you are targeting an audience outside the U.S., include Black Friday and Cyber Monday in your marketing strategies.

In addition, there are several other ‘shopping holidays’ you can take advantage of:

• Small Business Saturday:  Started by American Express, encourages you to ‘Shop Local’
• Giving Tuesday: The Tuesday after Cyber Monday is a day for non-profits to start their end-of-year campaign push.
• Women-Led Wednesday: Supporting Women-owned businesses.

With so many opportunities to create a promotion that aligns your brand with the holidays, it is time to roll up your sleeves and get creative!  Our Holiday Marketing Campaign Guide is packed with lots of ideas you can start using today.  We’ve included holiday spending projections, top advertising channels, seasonal themes, pop-up events, and more.  Don’t wait for the snow to fall to start planning.  Let’s start under the mistletoe trailhead together!

Holiday Spending Projections in the U.S. and Europe

This year’s holiday spending is expected to continue an upward trend, but this is in part due to inflation, not just increased spending.  Total U.S. holiday retail sales are projected to hit $1.1 trillion.  That’s a 4.2% increase compared to 2025.  Spending on gifts for yourself is up, along with spending on travel and wellness.

In Europe, holiday spending is expected to grow 3% from last year.  Europeans are favoring “affordable luxuries”, such as beauty products, travel, vintage clothing, and live experiences.

Here’s more categories expected to see an increase:

• Experiential Purchases: Consumers are prioritizing adventures, wellness retreats, and travel.
• Outdoor Gear: Hiking gear, skiing equipment, all the gear for those family adventures!
• Sustainable Gifts and Giving Back: Eco-friendly, second-hand, and gifts that give back

In addition, there is a tug at the heartstrings of consumers, and they are more likely to contribute during end-of-year giving campaigns.  If you haven’t read our giving back blog, ‘Make a Charitable Donation and Get a Tax Write-Off’, bookmark it to read next!

All these holiday spending projections indicate a prime opportunity to tap into consumer demand through thoughtful holiday marketing campaigns.  Now is the time to gather the wagons and get creative!

The 4 Best Channels to Advertise Your Holiday Marketing Campaigns

Choosing the right channels for your holiday marketing campaigns is essential for reaching your target audience.  Especially during the busy holiday period!  Here are the top options that travel operators, outdoor and lifestyle brands should consider for the holidays:

1. Social Media Ads

Save a portion of your marketing budget to run more robust ads around the holidays instead of spending on social ads year-round.  Use Meta Business Suite to set up social ads across Facebook, Instagram, and all Meta platforms.

Keep in mind, Facebook is great for reaching an older demographic (45–60+ years old) who might be purchasing high-dollar travel or tour packages as gifts.  Instagram, however, is ideal for a slightly younger demographic who may be searching for discounts during Black Friday and Cyber Monday sales for items $200 or less.  Finally, use TikTok to appeal to younger audiences, with video tutorials, gear reviews, or family adventure stories that resonate.

For your holiday marketing campaign assets, begin collecting visually appealing festive product shots and holiday-themed storytelling.  Lean on user-generated content by reaching out to your brand ambassadors to create holiday collaborations!

2. Search Engine Marketing (SEM) and Search Engine Optimization (SEO)

As people search for gifts for mom, dad, or the family pet, using Google Search Ads, PMax Campaigns, and good SEO can help get your products in front of those holiday shoppers.  Set up ads using keywords and key phrases to target those searching for the best gifts for outdoor lovers (yes, we’ve written a blog about this!), or last-minute holiday travel deals.  Write a blog with key phrases you want to rank for, like ‘best ski holiday packages’ and ‘winter vacation spots’!

Here’s a list of some other favorite key phrases you might want to start ranking for:

Gift Shopping & Ideas

• “Best holiday gifts for [specific person: mom, dad, kids, boyfriend]”
• “Unique Christmas gift ideas”
• “Last-minute holiday gifts”
• “Personalized gifts”
• “Gift cards online”

Deals & Discounts

• “Black Friday deals”
• “Cyber Monday deals”
• “Shop Small and Save”
• “Best online holiday shopping sites”
• “Cheap holiday flights”

Holiday Travel

• “Best winter vacation spots”
• “Holiday travel tips”
• “Holiday travel deals”
• “Warm places to visit in December”
• “Christmas market trips”

3. Email Marketing

That email list you’ve worked so hard to build is priceless.  Email remains one of the highest-converting channels for holiday promotions.  Outdoor brands, travel agents, and tour operators can create segmented campaigns based on past purchases, open rates, or reward their most frequent customers with an extra discount during the holidays!

If you are running a holiday fundraising campaign, email is your best friend in this effort.  Ensure you have a holiday marketing campaign strategy for Giving Tuesday!  Create engaging storytelling around the impact someone can have by making a tax-deductible donation before the end of the year.  Read more about why end-of-year giving is so important for non-profits and learn more about the best 501c3 organizations in the outdoor industry!

4. Tap into Brand Ambassadors & Partners for Holiday Marketing Campaigns

Partnering with outdoor and adventure-driven brand ambassadors as you enter into the holiday season can be highly effective, especially when promoting travel or adventure experiences!  Ambassadors can create authentic content, showcasing their trip with you, or using your products in a festive and engaging way.  Read more about how to find the right ambassadors and content creators for your brand! 

When it comes to brand partnerships and affiliate marketing, consider partnering with bloggers, podcasters, and industry publications or websites that specialize in adventure travel.  Find out if they will be putting out a holiday gift guide!  Create a collab with a special offer for their listeners or readers!

5 Holiday Marketing Campaign Themes and Trends

Understanding the trends shaping holiday marketing campaigns can give you a competitive edge.  Here are some key themes to consider as you plan:

1. Sustainability and Ethical Marketing

Consumers are increasingly concerned about the environmental impact of their purchases.  Highlight eco-friendly practices, sustainable materials, and ethical production in your messaging.  Emphasize durability, repair services, and recyclable packaging in your holiday promotions.

2. Personalization

Tailor your holiday promotions to individual consumers.  Use customer data in Mailchimp or your preferred email marketing platform to send personalized product recommendations based on previous purchases or browsing history.  Did you just sell someone a pair of skis?  Maybe they need a new ski bag, ski straps, or mounts for their car.

3. Early Shopping

With concerns about shipping delays and inventory shortages, consumers are shopping earlier each year.  This trend began during the pandemic and is expected to continue in 2026.  Therefore, plan and launch holiday campaigns earlier.  Offer “early bird” discounts and encourage customers to buy now to ship to their loved ones before the holiday rush.

4. User-Generated Content

Customers trust other customers.  Encourage your audience to share their adventures, and tag your products or your tour on social media!  Offer incentives, such as a special discount.

5. Experience Over Products

Many consumers, especially millennials and Gen Z, are prioritizing experiences over physical products.  If your brand offers adventure tours, guided experiences, or a coaching clinic, market them as the ultimate holiday gift.  Highlight how these experiences create lasting memories and unique moments rather than just things.

5 Unique Holiday Marketing Campaign Ideas

To stand out as a special snowflake in a crowded holiday market, consider these creative marketing strategies:

1. Gift Packages:

Bundle your most popular gear and accessories into holiday gift packages.  Create themed bundles like “Winter Biking Essentials” or “Ski Adventure Package,” offering them as ready-to-go gifts for outdoor enthusiasts.

2. Gift Cards for Activities + Experiences:

Promote gift cards, not just for gear, but also for experiences, such as guided tours, adventure trips, or lessons.  If you do not have digital gift cards set up for sale on your website yet, do it now!  This allows your customers to give the gift of adventure, which can be a more personalized and memorable gift option.

3. Holiday-Themed Giveaways:

Run a social media giveaway that encourages users to share their favorite outdoor holiday moments. This can drive engagement and increase brand visibility.  Consider offering a prize like a free tour or a premium outdoor gear set.

4. Christmas Gift Guides:

Besides pitching industry publications to cover your offerings in their gift guide, develop your own holiday gift list!  An online holiday gift guide can make it easier for customers to find you in search.  In addition, a Christmas gift guide can help you build partnerships with like-minded brands by featuring them on your Christmas wish list.  Here’s our holiday gift guide.

5. Seasonal Outdoor Events:

Host or sponsor outdoor events during the holiday season.  Ideas might include a winter hike, nighttime bike ride, polar bear swim, snowshoeing excursion, Christmas market, or outdoor photography workshop.  Make it festive by asking attendees to don lights on their bicycles or wear ugly Christmas sweaters!  These events not only promote your products in action but also create community engagement and share that holiday spirit!

Final Thoughts on Holiday Marketing Campaigns

For travel, wellness, outdoor recreation, and lifestyle brands, the holiday season offers a significant opportunity to drive sales and engage with consumers.  By understanding the expected spending patterns, leveraging the right marketing channels, and staying ahead of trends, you can create a holiday marketing campaign that resonates with your audience and boosts your brand visibility.

Set your brand apart this holiday season and be creative in your approach!  Here are a few more blogs with festive strategies and marketing campaigns that you can use this winter:

• Giving Back: Make a Gift That Supports Your Favorite Outdoor Non-Profit
• Gifts for Outdoor Lovers: The Best Gifts for the Adventurer in Your Life
• How to Promote a Fundraising Campaign
• Email Marketing: The Do-It-Yourself Guide to Sending Better Emails

Thanks for reading, and happy gift-giving season!

Meredith Caccese McConvill, Top Rope Media

5 Key tips for gaining user consent: Your Cookie Pop-up Needs a Makeover

Stop scaring away your visitors and start welcoming them.  Your user consent pop-up is often the very first interaction someone has with your website—and first impressions matter.  A cold, legal-sounding banner can push people away before they’ve even seen what you have to offer.

Yet a warm, human approach shows that you respect their privacy while inviting them in.  Done right, your user consent pop-up isn’t just about compliance—it’s a chance to build trust and connection from the very first click!

what you will learn in this blog:

• What ‘user consent’ means and how to set it up
• Where things stand with third-party cookies
• 5 essential tips for enhancing user experience and making them feel welcome
• FAQ’s for user consent and third-party cookies

Understanding User Consent and Its Importance

You’ve probably noticed it: almost every website you visit greets you with a user consent pop-up.  Whether it’s telling you about first-party cookies (those used directly by the site you’re on) or third-party cookies (used by advertisers and partners), these prompts are now a normal part of the browsing experience.

They exist because regulations like the GDPR in Europe and CCPA/CPRA in California require businesses to be transparent about how they collect and use data.  In short, you can’t just track people silently, you need user consent.

In this blog, we provide five essential tips for using more friendly pop-up forms to track your customers online the right way, gaining user consent, trust, and staying in compliance with data regulations.

First, when we talk about user consent, we refer to the explicit permission you receive from a website visitor to collect, use, and share their personal data.  This data may include:

• Browsing history
• Actions taken while on your website and other sites
• Identity-specific details such as name, email, phone, location, etc.

By obtaining user consent, your business demonstrates a commitment to transparency and respect for your audience’s privacy.  Obtaining user consent is not just a best practice, but a legal requirement in many jurisdictions.  If your website fails to obtain user consent for data collection, you risk penalties, fines, and reputational damage.

Additionally, respecting your website visitors helps you build trust, foster stronger user relationships, and deliver a more personalized and tailored experience.

How to Set Up User Consent on Your Website

The good news: WordPress, Squarespace, Shopify, and Wix all have a user consent module or plug-in you can install.  The top choices that let you set up a friendly, warm welcome while asking for user consent include:

• CookieYes– Simple and inexpensive
• CookieBot by UserCentrics– Easy-to-use solution 
• Cookie Notice & Cookie Compliance– A free WordPress plugin
• OptinMonster– A more comprehensive lead-gen tool

If you have not yet installed a user consent module or pop-up and need help, drop us a line and let’s start at the trailhead together!

A user consent module or pop-up that details how you are collecting data, and for what purposes, might look like this on your website.

WHERE THINGS STAND WITH THIRD-PARTY COOKIES 

For years, we’ve heard that third-party cookies are going away.  Firefox and Safari already block third-party cookies by default, and Google planned to follow suit with Chrome. 

Yet in 2025, Google paused its plan to phase out third-party cookies in Chrome.  For now, they remain available, though Google continues to develop its Privacy Sandbox as an alternative for privacy-friendly targeting and measurement.

So while cookies aren’t disappearing from Chrome just yet, the writing is on the wall: regulators, platforms, and consumers all expect greater transparency and more privacy-respecting practices.

Why This Matters for Your Business

Even with third-party cookies sticking around, marketers can’t rely on them the way they used to.  The increase of pop-ups that ask for user consent are a reminder that:

• Users are increasingly aware of how their data is used.
• Regulators are holding companies accountable for compliance.
• Changes in data privacy and protection for online users continues to evolve.

In other words, even if you keep your third-party cookies on your website, it’s smarter to build your marketing on strategies that don’t depend on them.

5 Key Tips for Gaining user consent and welcoming your website visitors

Here’s how to make your customer tracking more welcoming, honest, and friendly, while staying compliant with user consent policies:

1. Invest in First-Party Data

Rely less on third-party sources.  Collect data directly from your audience in a warm, friendly manner.  Gain user consent through email sign-ups and loyalty programs.  This data is more accurate, reliable, and legally safer to use.

2. Be Transparent with user Consent

Don’t announce your first-party or third-party cookie tracking with legal jargon that could scare away your website visitors.  Make your user consent pop-up easy to understand and welcoming.  A straightforward opt-in builds trust instead of suspicion.  Infuse your pop-up with your (or your brand’s) personality! 

3. Use a Consent Management Platform (CMP)

A Consent Management Platform helps you stay compliant by logging user consent.  Plug-ins like CookieBot and Cookie Yes would be great choices as they both offer user-friendly, affordable solutions under $15/mo for small businesses. 

Installing one of these consent management platforms also makes it easier to adjust as laws evolve.  For more about data privacy regulations in the EU, read our blog on the General Data Protection Regulation (GDPR).

4. Test Cookieless Solutions

Work with your web developer and marketing partners to test other methods to understand your target audience without depending on invasive tracking.  Options for cookie-less solutions include:

• Google’s Privacy Sandbox
• Contextual targeting
• Server-side tagging
• Clean rooms

5. Respect Privacy as Part of the Brand

Treat data privacy as a core part of your customer experience, not just a compliance box.  Customers are more likely to engage and share data if they feel respect and trust.

FAQ’s About User Consent and Third-Party Cookies

Final Thoughts on user consent and tracking your customers

At the end of the day, your user consent pop-up isn’t just a box to tick for compliance—it’s a powerful first impression.  A cold, cookie-cutter banner can turn visitors away, while a clear and welcoming message shows you value both their privacy and their presence. 

By shifting from legalese to human language, you can turn what’s often seen as a barrier into an open door.  Make it count, and you’ll not only stay compliant—you’ll build trust that keeps people coming back.

Here are a few more blogs you may want to read as you develop more user-friendly marketing strategies:

• What is GDPR: The EU’s Data Protection Law
• Email Authentication: How Google Changes Will Affect You
• Easy Website Design and Maintenance

Until next time, thanks for reading!

Meredith Caccese McConvill, Top Rope Media