Summer isn’t over yet. Yet customer behavior is already shifting.

Families squeeze in last-minute vacations, outdoor athletes prepare for fall events, and travelers begin searching for shoulder-season getaways.  Instead of waiting for Fall, this is the perfect time to refresh your campaigns and finish the summer season strong.

Here are five simple summer marketing updates that can boost your gear sales, outdoor recreation, and tour bookings to capture late-summer revenue.

1. Refresh Your Website for Summer Marketing Campaigns

Don’t leave your homepage advertising the same June promos or spring-like images.  It’s hot.  Summer is in full swing.  Your website should reflect this.

Why it works: Seasonal visuals catch attention and make your brand feel on point.  The more “in the moment” your content feels, the more likely people are to engage.

How to implement your summer marketing campaign changes to your website:

• Update website banners and hero images with warm summer colors paired with cool water vibes.
• Use visuals of gear or experiences in summer settings (at the beach, the lake, or cooling off in a mountain stream)
• Create a Back-to-School or buy before Labor Day CTA.

People are escaping the heat this season, and your website should reflect this with beautiful images of swimming in cooler climes!

2. Create Last-Minute and Stay Cool Summer Offerings

Why it works: Your travel or outdoor brand already promotes getting outside for an adventure, but this time of year, promote booking during the cooler hours of the day or outdoor gear to keep cool.  In your summer marketing campaigns, shift to promoting your morning or evening tours, along with gear that’s lightweight, moisture-wicking, and quick-drying!

How to implement in your summer marketing campaigns:

• Bundle a “Last Minute Summer Escape” package: promo boating, surfing, and seaside adventures.
• Create a seasonal bonus with purchase: tropical-themed, stay cool products, etc.
• Design a ‘Back to School’ campaign to encourage your audience to get outside or shop now!
• Create mid-week discounts to fill tour spots and capture people that still have vacation time to use up.

Promote ways to stay cooler, like traveling to higher elevations for camping, kayaking, and SUP!

3. Repurpose Summer Marketing Campaign Content

Why it works: You do not need a whole new set of photos or videos to promote summer marketing campaigns.  During the dog days of summer, repurpose content to boost your SEO when people search Google for things like ‘last-minute summer getaways’, ‘top outdoor activities to stay cool’, and ‘trending summer looks’.

How to implement in your summer marketing campaigns:

• Publish a “Summer Adventure Guide” or “Get That Summer Look” blog– give tips on summer road trips or the top trends this August.  Click here if you need ideas from our camping or road trip packing list!
• Promote your summer-colored gear– think bright blues, oranges, greens, and pink.
• Ask your audience to share their best summer pictures wearing your gear or on your trips and build your UGC- user-generated content!
• Create summer-themed videos on YouTube Shorts or Instagram Reels, or behind-the-scenes of back-to-school prep!
• Use the summer transition in your copy: cooling off, slowing down, sit back and relax.

Your summer marketing campaigns should be filled with copy and visuals that inspire summer travel and tropical outdoor adventures.

4. Tap into Summer Collaborations & Promote Local Partners

Why it works: Teaming up with other brands this summer will help you amplify your reach and tap into complementary audiences (ex: partner with restaurants that have an outdoor patio, beachfront access, and local guiding companies that offer water activities like surfing, kayak rentals, or whitewater rafting).

How to implement in your summer marketing campaigns:

• Partner with a beach or riverside restaurant for summer cocktails, seaside music, or a night outdoors under the stars.
• Team up with local gear shops, cafes, or outdoor guide services to cross-promote summer packages.
• Co-host a summer-themed event: pop-up shop! Serve piña coladas, fruity sodas, and other tropical treats!

Partnering with local companies can help you boost your brand visibility and reach new audiences!

5. Capture Back-to-School and End-of-Summer Shoppers

Why it works: Instead of waiting for the end of August and September, when the season is saturated with Labor Day and Back-to-School discounts, start early!  Summer promos and stay-cool tips can stand out, drive engagement, and grow your email list.  You can then re-engage that email list in the fall, and again during the holiday season.  People will be more likely to open your email if they already know you provide great tips and good prices!

How to implement in your summer marketing campaigns:

• Offer early-bird discount codes set to expire by Labor Day.
• Promote your seasonal sale via a Countdown to Cooler Weather.
• Bundle that summer gear- think swimsuits, sandals, and shorts
• Boost sales by offering limited, end-of-summer savings.

Final Thoughts on Creating Winning Summer Marketing Campaigns

Summer creates this magic spot on the calendar that is short-lived.  Extreme heat continues to push travelers towards the mountains, lakes, and beaches.  Refresh your summer marketing campaigns with a few ideas from above and execute this week!  Use your network of local partners to create some buzz.  A co-hosted summer event or pop-up shop with piña coladas or fruity mocktails is an easy and affordable way to get people out and about.

Remember to capture content that shows cool breezes, highlights the summer colors, and ties your messaging into the activities of the season: relaxing, swimming, sunbathing!  Thanks for reading, and if you need more seasonal marketing ideas, here are a few blogs to read next:

• • Gifts for Outdoor Lovers and Adventurers
  • Holiday Marketing Campaigns That Sparkle
  • Giving Back to Outdoor Organizations This Holiday Season
  • Best Fall Marketing Campaigns

Thanks for reading,

Meredith Caccese McConvill, Top Rope Media

The post Best Summer Marketing Campaigns to Boost Bookings and Sales appeared first on 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

The post The Best Tradeshows in the Outdoor Industry appeared first on Top Rope Media.

The post Holiday Marketing Campaigns: Tis the Season to Sparkle appeared first on Top Rope Media.

Fall is a magical season for brands in the outdoor and travel space.  The air turns crisp, foliage paints landscapes in golds and reds, and people look for autumn experiences and cooler weather gear. Think leaf-peeping, wool sweaters, and cozy getaways.  For outdoor and travel brands, fall offers a powerful window to engage your audience, drive bookings or sales, and tell stories that resonate with the changing of the seasons.

Growing up in New York City, my parents would take us on a yearly pilgrimage to upstate New York and Vermont to witness the leaves changing color.  I remember the fall road trips, the apple-picking at farms, the roadside stands overflowing with apple cider and golden pumpkins, and the hay rides.  They never spent a ton of money on these autumn adventures; maybe they found a cute bed and breakfast, but it left a lasting impression.

To help you lean into the ‘pumpkin spice’ season, here are 5 actionable fall marketing campaign ideas you can launch today!  Whether you sell travel experiences or outdoor gear, changing up your marketing strategies for fall can help you stand out in a crowded marketplace.

1. Optimize Visual Branding for Fall

Why it works: Seasonal visuals catch attention and make your brand feel on point.  The more “in the moment” your content feels, the more likely people are to engage.

How to implement in your Fall marketing campaigns:

• Update website banners, email headers, and social profile images with fall colors, leaves, and warm tones.
• Use visuals of gear or experiences in autumn settings (farms, mountains with fall color, cozy lodges, fireplaces).
• Use design trends like retro typography or textured overlays.

Learn how to capture better photos and videos with fall themes- bring in some leaves, pumpkins, and create softer hues!

2. Create Seasonal “Escape Now” Packages & Limited-Time Fall Offers

Why it works: Travel and outdoor brands already play on the emotion of adventure.  In fall, that shifts to cozy escapes, seasonal views, and a sense of urgency to get outdoors before winter sets in!

How to implement in your Fall marketing campaigns:

• Bundle a “Fall Foliage Getaway” package: promo lodging with fireplaces, in mountain towns, or farmstays
• Create a seasonal bonus with purchase (pumpkin spice breakfast, fall-colored products, etc.)
• Design a ‘Winter is Coming’ campaign to encourage your audience to get outside now!
• Run Halloween promotions or “spooky ride” packages.

Embrace the emotions of fall: making a change, bundling up, exploring new pathways, shedding old ways.

3. Develop Fall Marketing Campaign Content That Inspires

Why it works: During this cozy season, creating your own fall marketing campaign content pumps up your SEO when people search Google for things like ‘best fall getaways’, ‘top places to see the leaves changing’, and ‘trending fall outfits’.

How to implement in your Fall marketing campaigns:

• Publish a “Fall Adventure Guide” or “Get That Fall Look” blog– give tips on fall road trips, or the top trends this Fall.  Click here if you need a camping or road trip packing list!
• Promote your fall-colored gear– think burnt oranges, ochre, rust, browns, and creams
• Ask your audience to share their best fall pictures wearing your gear or on your trips and build your UGC- user-generated content!
• Create Fall-themed videos on YouTube Shorts or Instagram Reels, or behind-the-scenes of seasonal product prep!
• Use fall transitions as a metaphor: shedding, changing, exploring new paths, bundling up.

Highlight mountain towns in your travels and imagery. What about a Colorado mountain town road trip before winter sets in? Offer fall discounts to places that are usually fully-booked in the winter months- like Park City, Utah!

4. Tap into Autumnal Collaborations & Promote Local Partners

Why it works: Teaming up with other brands this season will help you amplify your reach and tap into complementary audiences (ex: partner with restaurants that serve seasonal cuisine, wineries, coffee shops, and local guiding companies).

How to implement in your Fall marketing campaigns:

• Partner with a local winery or farm for a foliage + wine tour, farm visit, or harvest festival.
• Team up with local gear shops, cafes, or outdoor guide services to cross-promote fall packages.
• Co-host a fall-themed event: pop-up shop, guided hike, fall-themed workshop. Serve apple cider, pumpkin pie brownies, and other tasty treats!

Think harvest season and highlight the wine regions. Our travel guides for Valle Guadalupe in Baja, and California’s Sonoma and Napa Valley can inspire!

5. Create Flash Fall Giveaways & Seasonal Bundles

Why it works: Instead of waiting for Black Friday and Cyber Monday, where the season is saturated with discounts and promotions, fall giveaways can stand out, drive engagement, and grow your email list!  You can then re-engage that email list when you get into the holiday season in November and December, and they’ll be more likely to open your email.

How to implement in your Fall marketing campaigns:

• Offer early-bird discount codes set to expire by the November holidays
• Promote your seasonal sale via a Countdown to Winter (ex: Use leaves falling off a tree to count it down.)
• Bundle that fall gear- think cozy wool sweaters, socks, and beanies
• Boost sales by offering limited, fall-themed savings.

Final Thoughts on Building Successful Fall Marketing Campaigns

Fall gives you a natural storyline and seasonal energy that outdoor brands and the travel industry don’t get year-round.  Start work on your Fall marketing campaigns with a few ideas from above and execute this week!  Use your network of local partners to create some buzz.  A co-hosted fall event or pop-up shop with pumpkin spice lattes and apple cider is an easy and affordable way to get people out and about.

Remember to capture content that shows warmth, highlights the fall colors, and ties your messaging into the emotions of the season: change, letting go, or bundling up!  Thanks for reading, and if you need more seasonal marketing ideas, here are a few blogs to read next:

• Gifts for Outdoor Lovers and Adventurers
• Holiday Marketing Campaigns That Sparkle
• Giving Back to Outdoor Organizations This Holiday Season
• How to Promote a Fundraising Campaign

Thanks for reading,

Meredith Caccese McConvill, Top Rope Media

The post Best Fall Marketing Campaigns: Ideas for Outdoor and Travel Brands appeared first on Top Rope Media.

When it comes to B2B marketing, applying the same strategies used in B2C or direct-to-consumer marketing often falls short.  Unlike marketing to individual consumers, B2B marketing requires a more strategic approach that aligns with longer sales cycles and business-driven decision-making. Your email campaigns, social media channels, landing pages, and messaging must be tailored to resonate with business buyers—focusing on value, ROI, and solutions to industry-specific challenges.  To be effective, every element of your B2B marketing strategy should be crafted with a business-centric mindset.

We hear statements like this a lot: ‘We’re not marketing directly to consumers, so our content creation and our website do not matter as much.”  Content creation and a user’s experience on your website are even more important in the B2B space!

Marketing at its core is about telling your story and building relationships.  As Seth Godin has said, “People do not buy goods and services, they buy relationships, stories, and magic.” 

In this blog, we’ll be covering the following topics in B2B marketing strategies:

1. Target Audience
2. Content Strategy
3. Sales Cycle
4. Social Channels
5. Email Marketing Strategies
6. Networking & Events

I’m sure you came here for actionable items you can implement for your business today, so let’s get started!

Outdoor Retailer is a B2B tradeshow that gives you access to hundreds of potential partners, as well as top journalists and sales reps. Pro Tip: Set up meetings in advance with media, procurement specialists, or C-suite members. Otherwise, the ‘gatekeepers’ staffing the entrance to most booths may not be as welcoming!

1. Target Audience for B2C vs. B2B Marketing

B2C marketing targets individual consumers or households.  The audience is typically larger and more diverse, with varying interests, needs, and preferences.

With B2B marketing, your focus is on businesses or organizations as your potential customers.  The B2B audience is smaller and more specific, consisting of decision-makers and professionals.  Make a short list of potential businesses you are targeting to carry your gear, or those you wish to connect with to help promote your services, adventure tours, or travel packages.  Next, add their needs and unique characteristics that could help you gain a more competitive edge!

2. Content Strategy for B2C vs. B2B Marketing

B2C marketing content often emphasizes emotional appeals, lifestyle benefits, and simplicity.  Messages are designed to resonate with personal aspirations, desires, and emotions.  For example, an outdoor apparel company advertising a waterproof rain jacket to a D2C audience may emphasize:

• Protection from the elements
• Lightweight and packable
• Confidence to carry on with your greatest adventures

On the flip side, B2B marketing tends to be more rational and focuses on the value, efficiency, and profitability of the product or service.  Content is tailored to address business challenges and demonstrate how your offerings can improve the bottom line.

For instance, that same outdoor apparel company that is focusing on B2B partners would highlight:

• Wholesale pricing
• Low minimum requirements
• A variety of payment options and extended payment periods
• Employee discounts

There is often some overlap in content creation for B2C and B2B marketing.  For example, brands like Patagonia and The North Face will showcase value, sustainability, plus style and comfort when appealing to both audiences.  Keep in mind, whichever audience you’re trying to attract, you always need to tell a good story and have compelling visual content on your website, in your emails, and social posts.

With B2B marketing, it could be a team of people who must be convinced that your product or service will help them generate revenue.  Create a few personas for each business you are targeting and brainstorm ideas on what will appeal to each of them!

Trade shows are the perfect places to connect with B2B partners who might be looking to make an investment or place an order for your products or services. Learn more about the best trade shows in the Outdoor Industry or the Travel & Tours Industry.

3. Sales Cycle for B2C vs. B2B Marketing

The sales cycle in B2C marketing is often shorter and more impulsive.  Consumers make quick purchasing decisions, sometimes even on the spot.  In addition, these purchases may be at lower costs- between $5-$500 on average.

B2B sales cycles are typically longer and involve more stakeholders, like procurement officers and purchase orders.  Decision-making processes are often deliberative, with evaluations, negotiations, and approvals required.  Furthermore, B2B purchases are often much larger than a B2C purchase.  Thousands to millions of dollars.

4. Social Channels for B2C vs. B2B Marketing

The social channels for B2C and B2B marketing often have a similar goal: to drive traffic to your website, help you generate good leads, and convert leads into sales.  Before we dive in, if you need help with redesigning or refreshing your website, let’s chat!  We’ve helped lots of B2B and B2C clients rebuild their websites or start fresh!

If you manage B2C marketing, you may use social media channels such as Facebook, Instagram, and TikTok.  For B2B marketing, instead of Instagram, use LinkedIn. You might also consider X (Twitter) if you want to reach the media and journalists who still rely heavily on this channel for breaking news. Keep in mind, these may not necessarily be the social channels you use, but where your audience spends their time.

5. Email Marketing Strategies for B2B Marketing

As one of the highest-converting channels, email marketing campaigns should be used in B2B marketing to keep sales reps, distributors, and partners up-to-date on your product offerings and engaged with the brand.  Monthly email newsletters can provide updates on delivery timelines, new product launches, and bulk pricing offers—all essential for efficient order planning and client communication.  Consider personalizing these emails and including an introductory note from your founder!

Beyond logistics, share links to creative content that lives on your website and boost that SEO!  Examples include:

• Product spotlight blogs
• How-to videos
• Client testimonials
• Product reviews

Finally, create a set of pre-made graphics and imagery that B2B clients can easily download from your email (link to a shared Google Drive folder).  Not only does this help your brand promote its product or service more effectively, but it also ensures your brand messaging stays consistent across channels.

Consider speaking at an industry event to have a greater presence beyond the booth, and position your founder as an industry leader and expert in your field!

6. Networking & Events to Connect with Potential B2B Clients

Networking opportunities and events are essential tools in any successful B2B marketing strategy. Tradeshows, industry conferences, and in-person events provide the perfect platform to build relationships, generate leads, and showcase your brand’s value in real time. If you haven’t read our blogs about the best tradeshows in the outdoor industry, or the best tradeshows for travel and tour operators, get on it!

In addition to sharing our favorite events to grow your brand, these blogs also provide tips on how to show up on event day, including how to host a memorable event activation.  To stand out at a crowded tradeshow, consider becoming a speaker or hosting an educational workshop.  This blog dives into speaking at trade shows and conferences and how to position yourself as an industry leader!

Trade shows and conferences help you engage directly with decision-makers or procurement managers, showcase your products or services, and collect valuable insights about your target audience. These face-to-face interactions help establish trust, shorten sales cycles, and create lasting business connections that go far beyond what digital outreach alone can achieve.

Final Thoughts on B2B Marketing

In summary, while both B2C and B2B marketing aim to promote products or services, they differ in terms of target audience, sales cycle, and content distribution channels.  Successful marketing in the B2B space requires a deep understanding of the needs of the audience being targeted.

Make sure you consider emotional vs. rational decision-making.  Ensure that you present your product or services in a clear, concise way and indicate what problem you are solving for them.

Need more help with B2B marketing?  Drop us a line and let’s start at the trailhead together!  In addition, here are a few other blogs that might help:

• Using Your Website to Generate Better Leads
• Create Videos for YouTube or Social Media
• Best Tradeshows and Events for Outdoor + Lifestyle Brands
• How to Find the Right Ambassadors for Your Brand

Until next time, keep telling that story.  Make the magic happen.

-Meredith McConvill, Top Rope Media

The post B2B Marketing Strategies: How it Differs from Direct-to-Consumer Marketing appeared first on Top Rope Media.

Marketing Costs for small businesses and non-profits who want to outsource

 

One of the first questions a potential client asks us is, “How much will our marketing costs be if we work together?” This is because spending conservatively is more important than ever for small businesses and non-profits. 

We know this well, as we’re not only a small business, but we’ve also been supporting mom & pop brands in outdoor recreation, travel, and action sports for over 20 years.  Tight budgets, limited staff, rising costs, and competing priorities can make it difficult to spend on things like marketing and advertising, especially when you are just trying to stay afloat!

 

Marketing can often feel like both a necessity and a luxury.  You want to be smart, cost-effective, and gain expert support without the overhead of a full-time employee.  But how much should you spend, who should you hire, and what are the trade-offs?  Let’s dive in!

 

In this blog, we’ll cover the following:

• Benefits to Outsourcing Your Marketing
• How To Determine Your Marketing Costs
• Who Could You Hire and What Should You Expect to Pay
• What Services are Included in Your Marketing Costs

 

benefits to outsourcing your marketing 

 

When you outsource, you’re hiring external professionals, freelancers, or an agency to handle some or all of your marketing needs. This frees up your time to work on other projects.  Marketing tasks an agency or freelancer can handle include:

• E-Commerce management
• Content creation, videos, graphics
• Paid advertising
• Email marketing
• SEO and search engine marketing (SEM)

 

For small businesses and non-profit organizations, outsourcing some of your marketing needs provides flexibility and access to specialized skills without the commitment of a full-time salary or benefits.  Before we move on, if you’re curious about working with a small agency like ours, take a peek at our marketing services and pricing!

 

Working with a marketing partner can help you identify new ways to reach your audience, and free up your time to work on other parts of your business.

 

How to determine your marketing costs

 

In order to figure out what your marketing costs might be, whether you are a bike shop or a tour operator, start by deciding which marketing tasks you can continue doing easily and which ones you need to offload.

 

Taking a look at the marketing services listed above, which are you most comfortable continuing to manage?  Which ones do you need help with?  If you’re a one-man or one-woman show, it’s critical to be honest with yourself about the amount of time you can dedicate to marketing.  Here are a few questions to ask yourself:

 

• Are tasks like daily social media management or sending weekly email newsletters something you enjoy?
• Do you have the time to manage these tasks?
• Should you be spending your time elsewhere where it is of more value to your business?

 

For example, if you are an executive director at a non-profit organization, you should not split your time between managing fundraising and marketing tasks.  Instead, you should be out having meetings with big donors, making phone calls, and pitching corporate partners to bring in high-dollar gifts!

 

Who Could you hire and what should you expect to pay?

 

There are four main options for small businesses and non-profit organizations who want to outsource some or all of their marketing:

1. Connect with a Freelance Marketing Specialist
2. Hire a Digital Marketing Manager (full-time or part-time)
3. Hire a Marketing Agency
4. Work with a CMO or Marketing Consultant

We’ll review each below.

 

1. Connect with a freelance marketing specialist

 A freelance marketing specialist is Ideal for individual tasks like blog writing, social media management, or graphic design.  Expect to spend $700 – $1,500 a month for a good freelance marketing specialist.  Sites like Fiverr, Freelancer, or Upwork can help you find freelancers in your price range.

 

Best for: One-off projects or small ongoing needs
Pros: Affordable, flexible, specialized
Cons: May lack strategic guidance or availability for fast turnarounds. May need to share your logins and passwords with a complete stranger.

 

 

2. Hiring a Digital Marketing Manager

As a small business or a non-profit, you may be ready for a full-time or part-time digital marketing manager.  As long as you can provide the overall marketing strategy and structure, your digital marketing manager can handle things like social media management, copywriting, email marketing, and website updates.  Marketing costs for a full-time digital marketing manager range between $55,000 to $85,000 a year here in San Diego, California.

 

Best for: Regular, ongoing support
Pros: Can work independently on projects once given direction
Cons: Expensive and will require standard employee benefits and compensation

 

 

3. Hire a Marketing Agency

What about hiring a marketing agency?  The benefits include a better ‘package deal’ where you can add on more services, you’ll have more resources at your disposal, and more experience in tough areas like SEO.

However, hiring an agency to manage your marketing costs between $850-$4,500 a month, which might be steep for a small business or non-profit.  Of course, these costs can be as high a $20K or more, depending on your goals and your budget!

 

Best for: Regular, ongoing support
Pros: Can offer a package deal, provide access to resources, and has more experience
Cons: May require a larger upfront investment or a long-term contract

 

As an example, at Top Rope Media, we work with many small businesses and non-profits on a monthly retainer to help them manage their marketing needs, such as SEO, email marketing, and paid advertising. 

We allow for flexibility in the marketing services we provide each month; you’ll never pay for something you don’t need, and we do not require a long-term contract.  Read more about our marketing services and get a range of pricing here!

 

4. Work with a CMO or marketing consultant

Thinking a CMO (Chief Marketing Officer) or marketing consultant might be better suited to help your small outdoor brand or non-profit grow its wings?  A Marketing Consultant or CMO, whether part-time (often called a fractional CMO) or full-time, can build you a comprehensive marketing strategy, define your KPIs, and lead your outsourced team.  This is the perfect choice if you do not know where to start.  However, their services do not come cheap. Expect to pay between $150-500/hr for a marketing consultant.     

Best for: High-level support and startups
Pros: Great for audits or company restructuring
Cons: Will not execute and dig into the details, expensive, and not invested in your business long-term

 

So, while the short answer to “What will our marketing costs be?” is ‘it depends’, these key choices above will help you narrow things down. Below, we’ll address a few other areas you’ll want to think about when you search for marketing help. 

 

Why bring in someone to support you with marketing? Because your time is often better spent elsewhere- on new business development, or actually enjoying your vacation!

What services are included in your marketing costs 

 

As a small business owner, when you search for a service you need, you want to know early on how much it will cost.  However, when you start your search for marketing help, you may feel like you have reached a ‘gatekeeper’.  They will not give you the pricing details, but are more than happy to set up a sales call.  Grrr…this can feel incredibly frustrating.

If you’re wondering why there’s such secrecy in marketing costs, this is because an agency may not want its competition to know its pricing.  Or, they may feel like they could be leaving money on the table if they provide you with upfront pricing.  As we loathe those sales calls as much as you do, we’ve created a Services & Pricing page to give our customers a better idea of their marketing costs if they decide to work with Top Rope Media.

 

To further complicate marketing costs, several services fall under the marketing umbrella.  Prices will range greatly depending on the services you need.

 

First, let’s talk about what should be included in your pricing.  Your typical marketing manager, freelancer, or marketing agency should be expected to perform the following tasks:

• Social Media Management
• Content Production and Blog Writing
• Email Marketing
• Search Engine Marketing (SEM), Paid Social, and Google Advertising

 

A big plus if they also have experience in the following areas:

• Search Engine Optimization (SEO)
• Graphic Design
• Photography + Videography
• Web Development
• Public Relations

 

Look for a marketing partner that is well-versed in the marketing tools you need, whether that’s Instagram advertising, SEO, or email marketing.

final thoughts on marketing costs for small businesses and non-profits

 

Now that you have a better idea of what your marketing costs might be if you outsource and what they include, you are ready to take the next step!  Remember to ask lots of questions.  Become familiar with the current marketing trends and platforms before you bring someone in to manage them for you.

 

If you’ve got a question, drop us a line and let’s navigate the marketing wilderness together!  Lastly, if you’re seeking more tips on do-it-yourself digital marketing, check out these posts:

• Best Email Marketing: Improve Clicks and Open Rates 
• How to Use Your Website to Generate Better Leads
• 8 Steps to Kickstart Your Online Advertising with Facebook and Instagram

 

Until next time, happy marketing friends!

Meredith, Top Rope Media

 

The post Marketing Costs for Small Businesses and Non-Profits Who Want to Outsource appeared first on Top Rope Media.

When crises strike, brands in the outdoor and travel industries face unique challenges.  Whether dealing with natural disasters, war/conflict, economic, or health crises, using more empathetic marketing can help you maintain communication with your followers and customers, and show your support and compassion.

At Top Rope Media, we’ve supported outdoor recreation and travel/tourism brands through significant, life-altering events such as avalanches, hurricanes, wildfires, economic downturns, and the COVID-19 pandemic.  In this blog, we share some key ways to adapt messaging, and how focusing on being more empathetic can help you navigate the challenging times ahead.  Posting, “We’re All in this Together,” or using the trending hashtag might be your first instinct.  However, brands that actively listen and engage meaningfully with their customers will be better equipped in crisis situations.

We’ll cover the following topics:

1. Why Practice Empathetic Marketing
2. Understanding Customers Needs
3. Being Transparent with Your Business Operations
4. Adapting Your Messaging to be More Empathetic
5. Avoid Opportunistic Marketing
6. Plan for Recovery, Rebuilding and Reopening

How do you switch focus from promoting sales of your product and services to showing empathy for the crisis in your community?

1. Why Practice Empathetic Marketing

Empathy isn’t just about feelings, it’s a skill that needs to be honed through practice and reflection.  While the capacity for empathy is innate, its application in professional settings requires intentionality.  By cultivating empathy in your messaging, you can foster deeper connections, enhance customer trust, and create communications that resonate in a meaningful and lasting way.

In this blog, we’ll give you real-world examples of what works well, what could have been better, and the lessons learned we’ve learned from marketing in crisis situations.

2. Understanding Customer Needs

Crises often hit outdoor and tourism-related industries hard, disrupting travel plans, sporting events, and recreational activities.  To navigate these challenges, start with assessing how the crisis affects your audience.  Actively ‘listen’ to your audience, and read what they are saying, or not saying. 

• Are people canceling trips?
• Prioritizing staying indoors?
• Are they displaced and need somewhere to stay with their kids and pets?
• Are they raising funds and providing donations to those directly impacted?

While most people are naturally capable of feeling compassion, understanding someone else’s needs, emotions, or challenges often demands conscious effort.  This is especially true in diverse markets where customers’ backgrounds, preferences, and pain points may differ significantly from our own.  Tailor your messaging to address their concerns and add value.  Provide solutions relevant to their current situation.

Example: During the COVID-19 pandemic, many of us turned to outdoor activities like hiking, cycling, and camping due to restrictions on indoor gatherings and international travel.  We needed to give our clients’ customers ideas on things they could do close to home, and if they couldn’t easily get outdoors, we’d have to bring the adventure to them.  This led to many Instagram Lives, and YouTube tutorials, videos of people ‘skiing’ and ‘climbing’ in their homes.  These pieces provided a human connection and valuable resources and gave hope that we would all be back outside together soon.

Shift your focus and provide solutions to meet your customers’ evolving needs.  Understanding the impact of the crisis on your audience allows you to create more empathetic marketing that aligns with current consumer priorities.

Social distancing and wearing a mask was the norm for so long. To get back outside at sporting events and connect with others felt so special.

3. Be Transparent About Your Operations in a Crisis

Understand how the crisis is impacting your business and your industry.

• Will supply chains be disrupted?
• Do you need to close the shop, limit hours, or cancel events?
• Will you be short on staff?
• How long until you can reopen?

Be open and honest about any disruptions or changes to your operations.  Communicate clearly with customers to build trust and show empathy.

Example: During Hurricane Katrina and Superstorm Sandy, many coastal businesses remained without power, or were shuttered for months on end.  Daily operations screeched to a halt.  Protecting physical properties from further damage remained a priority, as well as caring for employees and loved ones.  Keeping customers informed daily and giving them up-to-date information on shipments, reopening, and how they can help with the recovery efforts was key.

Instead of ‘going dark’, stay active with your communications, yet be transparent with your priorities and obstacles you and your team are facing.

4. Adapting Your Messaging to be More Empathetic

In the constant rush to reach sales goals and meet deadlines, it’s easy for messaging to become transactional.  Practicing empathy helps you nurture relationships, which fosters loyalty and an emotional connection.  Businesses operate in a results-driven environment.  Incorporating empathetic marketing into your messaging requires re-prioritizing the human connection as a cornerstone of your strategy.

Example: During the wildfire that struck Lahaina in Maui, we had two clients who were operating in Hawaii at the time.  Understanding the situation on the ground, from a local’s perspective, was key.  There were conflicting messages of ‘tourists get out’, ‘don’t come to visit’, but then soon switched to ‘tourists, please come back’.  The loss of an entire town was heartbreaking, yet many Maui residents rely heavily on tourism dollars to sustain their businesses.  Therefore, it was a delicate balance of adapting messaging to showcase the ‘boots on the ground’ effort, sharing stories of resilience, standing in solidarity, and then slowly rolling out a re-opening strategy to invite visitors back when the time was right.

Empathy is a fundamental human trait, but its application—especially when you need to market your products and services—is not always automatic.  If you operate in an area where you serve tourists and outsiders as opposed to locals, adapt your messaging to be more empathetic to the crisis the local community is facing.

Here are other ways you can transition to more empathetic marketing:

• Avoid using insensitive language, imagery, or emojis that could come across as tone deaf
• Press pause on scheduled social posts
• Avoid dropping email marketing campaigns
• Pause ads, especially those that might be serving to that community
• Offers solutions to travelers- free rebooking, refunds, discounts, etc.

Think about how your actions, even if it’s just an Instagram post or an email blast, might be perceived by others.  Demonstrate care and compassion before profit to build lasting goodwill.

Adapt your marketing and messaging to be more compassionate and kind during times of crisis.

5. Avoid Opportunistic Marketing in a Crisis

To avoid opportunistic marketing during a crisis, prioritize authenticity and genuine support over profit-driven messaging.  Refrain from exploiting fear, urgency, or vulnerability to push sales, as this can damage trust and cause adverse reactions.  Instead, focus on providing meaningful value and solutions that align with the audience’s needs and circumstances.  Ensure that campaigns are respectful, empathetic, and consistent with your brand’s values.

Example: A home improvement brand might consider launching a campaign during the Los Angeles wildfires promoting “Fireproof Your Home Now”.  The campaign uses the imagery of burning homes in the Palisades and focuses heavily on pushing fire-resistant products without offering meaningful support or context for affected communities.

This is problematic as it exploits people’s fears during a vulnerable time and prioritizes profit over empathy.  This can lead to public backlash, eroding trust and damaging the brand’s reputation.  Instead of using fear-based tactics, the brand could focus on offering genuinely helpful resources:

• Free fire safety guides
• Discounts for affected areas
• Donate to local fire relief efforts
• Volunteer to be a donation drop-off site

Messaging should emphasize support and solidarity, such as “We’re here to help you stay safe,” while providing actionable steps without adding to the panic.  By demonstrating empathy and focusing on the community’s needs, you can build trust and provide helpful resources.

While we are all capable of being empathetic, using it in our marketing and business operations takes practice.

6. Plan for Recovery, Rebuilding, and Reopening

During a crisis situation, monitor the news cycle.  Stay updated on the evolving changes and have a communication plan in place.  If needed, designate a spokesperson who can be the main contact for questions or media interviews.  Crises demand adaptability, and you may need to have daily meetings to address concerns and customer sentiment.  Stay agile and adjust your marketing campaigns quickly to reflect changes.

As the community begins to recover and rebuild, share positive stories of resilience, employee actions, or user-generated content.  Avoid purely sales-focused messaging if possible during this time.  Wait for local authorities to announce the reopening of areas affected before resuming tours and activities. 

After reopening has begun, you may notice a heightened consumer awareness of sustainability, safety, and responsible practices.  Outdoor recreation and travel brands are uniquely positioned to lead in this space.  Re-engage customers by including messaging that highlights eco-friendly, sustainable practices and conservation initiatives.

Final Thoughts on Empathetic Marketing and How to Communicate During a Crisis

Humans are influenced by personal experiences, biases, and assumptions which can limit their ability to fully understand someone else’s perspective.  Practicing empathy and using empathetic marketing involves recognizing and setting aside these biases to engage with people authentically.

Here are some of the tips we shared that can help you accomplish this:

• Share valuable resources and provide genuine support
• Donate, volunteer, or highlight relief efforts
• Increase customer service and provide flexible policies
• Actively monitor the crisis, and customer sentiment, and address issues promptly

The post Empathetic Marketing: How to Communicate In Times of Crisis appeared first on Top Rope Media.

As adventure travelers and experienced marketers, we know you have many options to advertise your tours and travel packages.  Whether you’re selling luxury tours or ski packages at stellar mountainside resorts, you have to choose where and how to market your offerings to attract new customers.  You’ll also need to connect with media partners and travel booking sites like Expedia, Viator, and Booking.com who can help you generate more buzz!

Besides the usual marketing tactics of running ads, dropping email campaigns, and posting on social media, one of the best ways to connect with B2B businesses in the travel and tourism industry is to attend travel trade shows!  In this blog, we share why you should attend these shows, how to make the most of your time at the show, and the Top 10 Travel Trade shows worldwide!

Why Go to a Tourism or Travel Trade Show?

At a tourism or travel trade show, you can:

• Build partnerships with hotels and rental properties
• Develop relationships with booking engines like Viator, Expedia, Airbnb, and Booking.com
• Connect with travel agents and tour guides
• Build media connections with bloggers, influencers, and journalists at industry publications
• Learn how to generate reviews on sites like Trip Advisor and Google
• Apply to speak as an industry leader and expert in your field!
• Stay ahead of industry trends

Best Destinations for Travel Trade Shows + Events

We recommend searching for travel trade shows that are held in exciting destinations or exotic locations.  Skip the Las Vegas show and opt for Nassau in the Bahamas or the jungles of Panama.  More on who’s hosting events in these locations in a bit!

However, one downside to all this is that travel trade shows can gobble up a large portion of your marketing budget!  Therefore, with so many shows out there how do you choose which ones are best for you as a tour operator, travel agent, hotel, destination, or luxury cruise line?

Well, we’ve made it easier for you to choose by including our Top 10 List of Trade Shows for the travel and tourism industry!  We’ve included the best B2B trade shows, along with those that draw a strong consumer base.  Keep in mind, there are dozens of other specialty shows out there, and we’ll be updating this list every year!

Finally, we have included lots of tips for how to make the most of your time at a travel trade show.  So, what are you waiting for?  Let’s go!

What are the top destinations people want to travel to this year? Are they searching for hiking or biking along winding country roads, or is it the big city life they crave?

Top 10 Best Travel Trade Shows Worldwide

1. World Travel Market (WTM) London

Audience: B2B
Location: London, plus Africa, Asia, and Latin America
Dates: Annual in November, plus 3-4 events throughout the year in other world markets

One of the largest travel industry events in the world, WTM London attracts over 50,000 professionals from across the globe!  The World Travel Market shows offer a vast platform for networking with buyers, suppliers, and media.  WTM London is perfect for tour operators and travel guides looking to expand their global reach.  In addition, with smaller WTM events in places like South Africa and Latin America, you can choose a smaller, more destination-specific show. Furthermore, adventure travel has a growing presence at the World Travel Market shows, with many exhibitors and sessions dedicated to the segment.

Why attend World Travel Market London?

• Access to thousands of potential B2B partners
• A truly global scale with participants from over 180 countries
• Valuable insights into industry trends and market innovations
• It’s London- the accents, the pubs, the charming countryside!

2. Adventure Travel World Summit (ATWS)

Audience: B2B
Location: Varies (Global)
Dates: Annually in October

The Adventure Travel World Summit is a premier trade show for adventure travel operators, tour guides, and travel professionals organized by the Adventure Travel Trade Association (ATTA).  It attracts over 1,000 delegates from around the world, including tour operators, media, and destination representatives.  The Adventure Travel World Summit offers similar opportunities to other travel & hospitality trade shows where you can network, attend educational sessions, and showcase your brand.

In addition, one of the best parts of the Adventure Travel World Summit is that you can participate in adventure excursions before the show to experience all the destination has to offer!   As an example, this year’s 2024 Adventure Travel World Summit was held in Panama- perfect for those who want to make new connections in Central and South America, discover the rainforest, learn about the history of the Panama Canal, and perhaps splurge on a luxury resort stay over the crystal blue waters at Bocas del Toro after the show!

Furthermore, ATTA also hosts smaller, more intimate events such as Adventure Elevate, Adventure Next, and Adventure Connect.  These cost less to attend and are destination-focused events as opposed to a standard travel trade show.  Here you will find educational sessions, workshops, and one-on-one meetings that make it perfect for smaller operators looking to gain valuable insights and form strategic partnerships.

Why attend the Adventure Travel World Summit?

• Focused on B2B connections in a particular destination
• Access to top travel journalists and influencers
• Opportunity to learn about emerging trends in adventure travel

3. ITB Berlin

Audience: B2B and B2C
Location: Berlin, Germany
Dates: Annually in March

ITB Berlin is one of the largest and most prestigious travel trade shows, with over 10,000 exhibitors and 160,000 attendees!  While primarily a B2B event, ITB Berlin also opens its doors to consumers for a portion of the show, offering a unique chance for adventure travel tour operators to engage with industry professionals and directly with potential customers.  As one of the few shows that has stood the test of time, they’ll be celebrating their 60th Anniversary in 2026, ITB Berlin is a must-attend for those wanting to make inroads into the EU travel market.

Why attend ITB Berlin?

• Comprehensive B2B and B2C event
• High-profile global audience and luxury brands
• Adventure tourism has a dedicated section

4. The New York Travel & Adventure Show

Audience: B2B and B2C
Location: Jacob Javits Center, New York, NY
Dates: January

Frank Sinatra once said, ‘If I can make it there, I can make it anywhere.”  In a city with over 19 million people, of which I was once one, it’s a tough place to stand out in the crowd.  If you want some history of how I got my start in the Big Apple, read my blog- Starting a Business: From Side Hustle to Full Time.

However, not everyone makes it in New York.  There was a New York Times Travel Show, however, after 18 years, they pulled the plug.  In addition, the New York International Travel Show also did not host a show in 2024, and 2025 also looks unlikely.

The good news though, several other trade shows catering to the decerning New York traveler have filled their comfy loafers.  Our favorite trade show for travel, which is also consumer-facing, is the New York Travel and Adventure Show.  With over 35,000 attendees, including both travel enthusiasts and industry professionals, it’s a great platform for adventure travel tour operators to showcase their offerings, especially for the North American market.  The New York Travel and Adventure Show is ideal for connecting with couples, families, and solo travelers seeking their next adventure.  Toss in the chance to meet Rick Steves and other travel celebrities and we’re all in!  

The Travel & Adventure Show Series hosts similar events in other major U.S. markets including Atlanta, Chicago, Phoenix, Denver, Dallas, the Bay Area, and Washington, D.C.

Why attend the Travel & Adventure Show Series?

• It’s New York, one of the largest markets for travel sales
• Strong focus on adventure and experiential travel
• Direct access to consumers across multiple key U.S. cities

5. U.S. Travel’s IPW

Audience: B2B
Location: U.S. destinations
Dates: June

As the leading inbound travel trade show, U.S. Travel’s IPW connects America’s travel industry with international and domestic travel buyers and media outlets.  At the show, travel organizations, airlines, hotels, attractions, convention centers, and visitor’s bureaus from across the country showcase the best in the U.S.  This show is appointment-based and a great place to schedule lots of one-on-one meetings with international travel agents, travel buyers, and journalists.

Why attend U.S. Travel’s IPW?

• Unique networking opportunities and more one-on-one meetings
• If your business is based in the U.S., this is the place to be!
• Position yourself as an expert or thought leader for U.S.-based travel

Can you apply to be a speaker at the next conference or travel tradeshow you plan to attend?

7. Fitur (International Tourism Trade Fair)

Audience: B2B and B2C
Location: Madrid, Spain
Dates: January

Fitur is one of the largest travel trade shows in the world, particularly strong in European and Latin American markets.  Organized by the IFEMA Madrid, this trade show for travel-focused brands starts with B2B days, followed by B2C access, making it a comprehensive show for adventure travel tour operators looking to tap into diverse markets.  The family adventure travel sector is particularly well-represented here.

Why attend the Fitur Trade Show?

• Strong presence in European and Latin American markets
• The B2B + B2C format allows you to reach travel buyers, media, and potential customers
• Extensive media coverage

8. Outdoor Retailer

Audience: B2B
Location: Salt Lake City, Utah
Dates: January and June

While primarily focused on outdoor gear and apparel, Outdoor Retailer or the OR Show also attracts a significant number of adventure travel companies.  The show offers an excellent platform for operators looking to connect with equipment suppliers, outdoor brands, and retailers who are influential in shaping trends for adventure travel products and experiences.  For more trade shows focused on the outdoor recreation industry, whether your sport is fishing, swimming, biking, or ice climbing, read our Best Tradeshows for the Outdoor Industry blog!

Why attend Outdoor Retailer?

• A chance to build partnerships with big-name outdoor brands
• Great networking events and education sessions
• Good access to U.S. outdoor industry media

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

9. The International Luxury Travel Market (ILTM)

Audience: B2B
Location: High-end destinations like Cannes and the Bahamas
Dates: Various

Luxury brands, bespoke travel advisors, and grand destinations shine at the International Luxury Travel Market shows.  These trade shows for the travel industry are perfect for high-end brands, cruises, and tour packages that cater to upscale clientele.  If you offer exclusive packages for the sophisticated traveler, you belong here.

Why attend the International Luxury Travel Market?

• Connect with media publications like AFAR and Travel + Leisure
• Great for positioning your brand in the luxury category
• Opportunities to reach top-end travel agents and advisors

10. Arival 360 and Arival Activate

Audience: B2B
Location: Varies
Dates: Varies

The Arival 360 and Arival Activate Conferences are B2B trade shows for travel that aim to create better in-destination experiences.  Held recently in destinations like San Diego, Seville, Edinburgh, and Valencia, Arival shows aim to support local tour companies, hotel chains, convention and visitor’s bureaus, and attractions.

Why attend Arival 360 or Arival Activate?

• Excellent for networking in a particular destination
• Dive deep during their Elevate and Explore sessions

Now that you’ve committed to attending or exhibiting at a tradeshow, how will you draw people into your booth? How about hosting a book signing with an industry celebrity? Alex Honnold and Tommy Caldwell signed my books back in the day at the La Sportiva booth at Outdoor Retailer!

Defining Your Travel Trade Show Marketing Strategy

Still not sure which shows to attend, how much to budget, who to send, and what your return on investment could be?  Well, you are not alone.  Here are some things to think about:

1. What are your tradeshow costs?

First, add up your costs for the tradeshows you’ve selected to attend this year:

• Flights, accommodations, transportation (for you, your team, and your booth if exhibiting)
• 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 travel trade show serve?

Is the travel trade show or event you’re considering consumer-facing or B2B?  Will your booth be visited directly by consumers and travelers?  Or will this be a chance to meet with travel buyers, and get your offerings featured with new agents or media outlets?

3. Can you schedule meetings at the trade show?

As you will be investing quite a lot of time and money to attend one of these travel industry tradeshows, can you set up meetings ahead of the show and plan out each day?

Pro Tip: Many tradeshows now have apps or an exhibitor/vendor portal where you can schedule or request meetings, and connect with media or travel buyers before you arrive!  In addition, many of the tradeshow apps let you schedule and promote a happy hour, meet & greet, or giveaway at your booth!

4. What is your expected ROI for each event?

Attending one of the bigger travel trade shows 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:

• Sell tour packages
• Get a media outlet to feature your destination or offerings
• Collect email addresses from travel buyers
• Connect with travel agents and advisors who will sell your offerings

For big tradeshows, do you have team members not only to staff your booth but also to walk the tradeshow floor?

5. Can you craft an engaging event activation at your booth?

Creating a memorable opportunity to engage with potential buyers and journalists, and create user-generated content at the show is a no-brainer.  However, more often than not, it is left until the last minute!  Instead, plan ahead and launch 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 near the convention center 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 why they are excited about your destination or offerings!

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.

Check out the event activation we helped create for TASCO MTB at the Sea Otter Classic!

Final Thoughts on Trade Shows for Travel Industry Brands and Tour Operators

As one of the top B2B marketing tools, you want to carefully select the best travel trade shows for your brand.  Don’t forget the last step in this process is to ensure you have a follow-up plan.  Meaning, how will you follow up with those you met at the show?  In addition, will the staff who attended present their discoveries to the rest of your team?  Lastly, don’t forget to bring home some fun swag for those who kept the shop running while you were gone!

So whether you’re looking to connect with industry peers, form new partnerships, generate media buzz, or market directly to adventure travelers, these tradeshows and events provide the perfect platform.  From global B2B events like WTM and ITB Berlin to consumer-focused shows like the Travel & Adventure Show, there’s something for everyone!

Want more tips for attending trade shows and events?  Here are some of our best blogs:

• Industry Events and Tradeshows: Successful Marketing Strategies
• Best Tradeshows for the Outdoor Industry 
• How to Find the Best Brand Ambassadors and Content Creators for Your Brand
• Travel Marketing: 5 Tips to Book Your Vacation Packages, Cruises and Tours

Until next time, happy traveling!

Meredith McConvill, Top Rope Media

The post Top 10 Travel Trade Shows for Tour Operators, Hotels & Destinations appeared first on Top Rope Media.

In today’s digital age, leveraging social media to advertise your outdoor, travel, or lifestyle products is essential.  Especially when people spend 2.5 hours on average on social media a day!

Facebook and Instagram ads in particular, which can both be managed through Meta Business Suite, can help you reach your target audience effectively and sell more products than organic posts alone.  At Top Rope Media, we’ve managed ads across all social platforms and have put together this DIY step-by-step guide to creating effective Instagram and Facebook ads.

We’ll walk you through how to use Meta Business Suite to set up your ads, which provides more robust tracking and insights compared to simply boosting posts.  Meta Business Suite also integrates  Facebook and Instagram ad management in one place and offers comprehensive tools for creating and optimizing your ads.  Therefore, in this blog, we have included steps to set up your Meta Business Suite for successful social advertising!

The Why Behind Facebook and Instagram Ads

Why advertise on Facebook and Instagram?  Well, besides the fact that Facebook has 3 billion users, and Instagram about 2 billion, these social platforms allow you to target people where they spend their time.  Which is not in the shopping mall, but on social!

Let’s start with an example: I’m in the market for a new wetsuit for surfing here in San Diego.  Here’s what my typical research might look like:

• Do a Google search for ‘Best Women’s Wetsuits’
• Find out what brands my friends wear and would recommend
• Check Instagram for the hashtags #womenssurfing or #womenswetsuits
• Check Amazon for deals
• Search for sales from my favorite brands like Patagonia and O’Neill

Each time I go through this process, I provide tons of third-party cookie information to Google and Meta (Facebook/Instagram), which uses this data to send me very targeted ads.  You’ve probably already seen this happen.  The new sneakers you’ve been drooling over pop up on sale in your Instagram feed.  Pretty sneaky sis, but effective!

Now you may have closed your Facebook account years ago.  You may also have tried to boost posts but with no sales to show for it.  However, if your brand’s target audience is between the ages of 25-34, this demographic makes up 30% of Facebook’s traffic!  In addition, if you are trying to reach an older demographic, 45-65+, that accounts for another 25% of Facebook users!

Lastly, Facebook and its Meta for Business platform have undergone some major changes.  There are now more options than ever to set up high performance ads.  Let’s get into it!

Ever notice that you begin to see Instagram ads for the products you’re searching for? And now there’s a discount with purchase? This is not by coincidence.

Setting Up Meta Business Suite

If you haven’t taken a few minutes yet to set up your Facebook Meta Business Suite, do it now.  Go to ‘Create Account’ and follow the prompts to set up your business profile.  You will also want to connect the following accounts:

1. Facebook Page. Go to ‘Business Settings’, select ‘Pages’, and add your existing Facebook page
2. Instagram Account. In the same ‘Business Settings’, click on ‘Instagram Accounts’, and connect your Instagram profile
3. Facebook Ad Account.  Go to ‘Ad Accounts.’ Add your business credit card.
4. Facebook Pixel. This step is key to ensure proper tracking!  Go to ‘Data Sources’ then click on ‘Pixels’

If you need help, and would rather have our team at Top Rope Media manage your social advertising on Instagram and Facebook, just holler!

Creating Your First Facebook and Instagram Ads

Once you’ve completed your Meta Business Suite setup above, open Ads Manager.  If you have multiple accounts, toggle through in the upper right corner to ensure you are on the correct Facebook Page and Ad Account.  Next, click the green button that says ‘+ Create’ to begin the ad setup process.

1. Choosing Your Facebook and Instagram Ad Objective

Your first step in the ad creation process is to choose your Facebook ad objective or goal.  The objective determines the ad format, bidding strategy, and overall goal of your campaign.

Facebook and Instagram Ad Goals can include:

• Drive traffic to your website
• Creating conversions or sales
• Generate more brand awareness or engagement

Things to keep in mind: 

1. A brand awareness or traffic campaign will get lots more eyeballs on your products, but may not yield conversions.
2. A conversion campaign will be more expensive and use up more of your budget because it’s a loftier goal than simply getting website visitors.
3. Your conversion window (the time between when someone is shown an ad and they make a purchase) may need to be adjusted based on the price of your product. Estimate 1 day for impulse buys, 7 days if it’s over $100, 28 days for $1,000 or more.

If you have never set up a Facebook or Instagram ad, do some testing first by setting up a traffic ad.  This gives you the most bang for your buck.  Begin by generating traffic to your chosen landing page.  Once the ad is running for a few weeks and shows good results, then you can set up a conversion ad.

Once you’ve selected your Facebook and Instagram ad campaign objective, you can choose the preset ad settings or create an ad from scratch.  If this is your first ad, go with the ‘Recommended Settings’ or preset campaign optimizations.

Next, give your campaign a name, and select any special categories.  In this section, you can also choose the AI tool ‘Advantage Campaign Budget’ to distribute your budget across all ad sets.  This may improve your results depending on your performance goal choices and bid strategy.  Lastly, you can select A/B testing to help improve ad performance, and test versions with different images, text, audiences, or placements.

2. Set Your Facebook and Instagram Ad Budget and Identify a Landing Page

In this next section, you’ll set your budget and identify where you want your ad traffic to go.  For most of us, you’ll want your Facebook or Instagram ad to send visitors to a landing page on your website.  This should not be your home page, but a page specifically designed to allow a potential customer to learn more about the product you are advertising and easily make a purchase.  If you do not have a strong landing page already in mind, pause here and read our last blog, How to Use Your Website to Generate Better Leads.

Next, set up your ad budget.  Start small, around $5-10/day until you can determine your ad is working correctly.  Then, increase your budget once you confirm everything is working as expected.  In addition, you can select whether your ad runs all the time, or just on certain days and times.  For example, if you are a travel company that sells tours, and most of your sales happen from Friday through Sunday, run your ads on those days.

3. Identify Your Target Audience

The next step in your ad creation process is defining your audience.  Targeting ensures your ads are seen by potential customers who are most likely to be interested in your products.  In this section, you can use an existing Audience or Create a New Audience.  In the ‘Audience Controls’ section, hover over ‘Locations’ and then click ‘Edit’ to create a new audience.

Next up, use Facebook’s AI tool ‘Advantage+ Audience’ to define your audience based on a few specifics.  This is where you can set up the demographics and interests of your ideal customer.  Here you can hone in on the locations you want your ad to be shown in, and what age range, gender, interests, and behaviors your ideal customer has.  Remember to save your Audience so you can use it again in the future.

As you dial in these parameters, look on the right-hand side of the screen.  Here you’ll begin to see estimated data on how your ad will perform.

4. Determine Facebook and Instagram Ad Placements

Once you’ve identified your audience, determine where you want your ad to be shown.  By default, it must appear on your Facebook Page, but you can also select Instagram, Instagram Stories, Facebook News Feed, Facebook Messenger, Facebook Audience Network, etc.

If this is your first ad creation, use the ‘Advantage Placements’ or Automatic Placements.  With this setting, your ads are shown in more places to increase the number of people who can see your ad and help you get better results!

5. Creating your Facebook and Instagram Ad Copy and Imagery

Finally, you can begin to create your Facebook and Instagram ad copy and select imagery that best showcases your product!  In this section, you will complete the following:

• Upload Images or a Video, or build your own video
• Create Primary Ad Text
• Headlines
• Description
• Call to Action
• Info Labels

As you complete each of these steps, examples of what your ad will look like will appear on the right side of your screen.  What’s nice is that you can view your ad as it will appear on Facebook, Instagram, or Instagram Stories!

Once you’re happy with your ad copy and appearance, add the link to your landing page, along with any tracking parameters.  In this section, you will also ensure your Facebook Pixel is tracking.  Finally, click ‘Publish’ and that’s it!!

Your ad will go through a review process and a learning phase before it begins to appear on Instagram and Facebook.  You will also receive an email that lets you know if your ad is approved, or if any changes need to be made.  Facebook and Instagram ads can be rejected if you violate Meta’s advertising policies.

6. Evaluate Your Facebook and Instagram Ad Performance

Give your Facebook and Instagram ads 7-10 days to begin delivering, generating impressions, and link clicks.  Keep an eye on Meta Business Suite’s analytics to see which ad copy and imagery gets better engagement or conversion rates, and refine your ads accordingly.  You can also use A/B Testing for this!

Regular monitoring of your Ads Manager Account helps you understand how your ads are performing and allows you to make necessary adjustments.  Pay attention to the reach, impressions, clicks, and conversions.  Based on performance data, tweak your ads by changing the targeting, adjusting the budget, or swapping out images or videos.  Keep in mind, any changes made to an ad will need to go through another review process before serving the ad.

Final Thoughts on Facebook and Instagram Ads

Creating Facebook and Instagram ads for your outdoor, travel, or lifestyle products allows you to leverage each social media channel and use more advanced tools for targeted advertising.  By following the steps above, you can build compelling campaigns that reach the right audience, drive engagement, and boost your sales.

We know Facebook can be challenging, but embrace the power of Meta’s integrated platforms to elevate your digital marketing efforts.  If Facebook and Instagram ads are something you want to get started with, but you’re not ready to take on this project, drop me a line, I’d be happy to help you set up your first ads and get you rolling!

SCHEDULE A CALL

Lastly, here are a few more blogs we’ve written that give you DIY tips for advertising online:

• The DIY Guide to Advertising on Google
• Creating Your First Google Ad
• The Comprehensive Guide to Marketing Your Tours & Adventure Travel

Until next time, happy advertising!

Meredith McConvill, Top Rope Media

The post The DIY Guide to Creating Facebook and Instagram Ads appeared first on Top Rope Media.

Travel Marketing: How to Promote Your Tours and Vacation Packages

 

As the world emerges from the chill of winter, travelers eagerly anticipate the warmth of spring and the sun-kissed adventures of summer!  For tour operators, hotel chains, cruise lines, or travel agencies, your marketing budgets increase to captivate those wanderlust-driven hearts and minds.  However, whether you’re selling vacation packages to exotic locales, or adrenaline-pumping adventures, how do you ensure that your marketing campaigns stand out from the rest?

In this blog, we’ll delve into the art of crafting compelling campaigns to entice travelers, how to utilize a wide array of channels such as PR, email, and social media, and create targeted advertisements on YouTube and Google.

So, buckle up, and let’s embark on this journey together to help you connect with potential travelers from around the globe!

 

 

Understanding the Travel Marketing Landscape

 

Before delving into travel marketing strategies, it’s crucial to understand the landscape of spring and summer travel. These seasons witness a surge in travel searches, hotels, cruises, and vacation packages.  Travelers are looking for a memorable experience for their family, or a romantic getaway with their loved one.  In addition, they are willing to spend a little more if your tour or vacation package has stellar reviews!

Whether it’s trekking through lush rainforests, swimming in azure waters, or sitting under a palapa on some quiet beach in Mexico, travel promises an escape from the every day, and often to warmer climates!  However, many travelers may not be seeking adventure, but instead, a vacation where they can relax and unwind.

Therefore, we’ll be discussing how to identify your audience, and create content that will inspire action!  In addition, bookmark and read this case study later to learn how we’ve helped organizations like Birch Aquarium, Maui Snorkeling, and Colorado Mountain School sell their tours and education programs!

 

Travel Marketing: 5 Tips To Book Your Vacation Packages, Hotels, Cruises, and Tours

 

Here are several steps to boost your tour or vacation package sales and fill those empty spots before summertime!

 

1. Identify Your Audience, Your Travelers

 

Successful travel marketing begins with a deep understanding of your target audience.  Which of these sounds most like your audience:

• Thrill-seekers craving an adrenaline rush
• Couples seeking a tranquil escape
• Families that need an all-inclusive package to make their planning easy
• Girlfriends who feel travel is cheaper than therapy!

 

Your audience may fit in one category, or fall under several different ones.  Therefore, tailor your offerings to match the desires and preferences of your potential customers.  For instance, millennial adventurers might be drawn to Instagram-worthy experiences!  Meanwhile, families with young children seek safety, comfort, and engaging activities for their kids.

Craft a persona or a few personas for your ideal customers!  You can even go as far as giving them a name, photo, job, or life description!

 

In wine country, there will be lots of wine tasting, but how do you sell a vacation package that includes all that plus a vineyard tour and a culinary experience?

 

2. Craft Compelling Content on Social Media

 

In the realm of travel marketing, content reigns supreme.  From breathtaking visuals to captivating narratives, every piece of content should evoke a sense of wanderlust and anticipation!  Here’s a breakdown of the types of content needed for social, however, these content pieces can also be used on your website, shared via email, in ads, or in PR campaigns!

 

Stunning Travel Photography and Videos:

 

High-quality images and videos transport viewers to the heart of the adventure.  Showcase the awe-inspiring landscapes, adrenaline-inducing activities, and cultural immersion moments that await travelers.  Read some of our popular blogs about How to Take Better Photos, or How to Create Videos for YouTube and Social Media!

Foster a sense of community among your fellow travelers by facilitating discussions about travel tips and experiences.  Engage with comments and messages promptly to build rapport and trust.

 

Share Engaging Narratives From Past Customers and Tour Participants:

 

Craft compelling stories that resonate with your audience’s travel aspirations and the things they value.  Share testimonials from past participants, recount one-in-a-lifetime experiences and showcase how the comfort and safety of your passengers are paramount.

Save that user-generated content (UGC)!  If you’re not already doing so, encourage past travelers to share their experiences, photos, and videos through social media and with a review on Trip Advisor or Google.  See how we’ve done this for Maui Snorkeling!

In addition, make it easy for someone to leave a review.  On our last trip to Sayulita, we booked a boat tour with Chica Locca and their staff had QR codes on the backs of the shirts!  You could easily scan and leave a review or submit a photo or video during the tour.  Leverage social media platforms to amplify these authentic stories and testimonials!

 

Allow Potential Travelers to Visualize their Vacation:

 

Give potential travelers a chance to visualize their trip on your website, YouTube, TikTok, or Instagram Reels!  Include detailed descriptions of the activities, amenities, accommodations, safety information, cost, timeline, etc.  While we haven’t been on our Cycling Trip to Istria with Food.Stories.Travel yet, we love the way they share their daily itinerary so we can envision where we’ll be riding each day and the fun stops we’ll be making along the way!

 

My fearless travel companion and I en route to Havana, Cuba!

 

3. Harness the Power of PR

 

Public relations plays a pivotal role in adventure travel marketing by building brand credibility and generating buzz around your cruises, vacation packages, and adventure tours.  Here’s how we’ve helped clients leverage the power of PR:

 

• Press Releases, Sponsored Articles, and Posts: Highlight something new for 2024, exclusive destinations, eco-friendly initiatives, or expert-led expeditions. Ask us how we can help you post with PRNewswire/Cision!
• Media Outreach: Forge relationships with travel journalists, bloggers, or YouTube creators who cater to your target audience.  Offer exclusive previews or complimentary tours in exchange for content!
• Partnerships: Collaborate with local tourism boards, conservation organizations, or adventure sports brands to co-promote your tours.

 

4. Master both B2C and B2B Email Marketing

 

Email remains a potent tool for travel companies, hotels, cruise lines, and tour operators to nurture leads and turn prospects into participants.  It’s still one of the highest-converting marketing tools!  Use email marketing to introduce your offerings to potential customers and stay connected with past clients. In addition, for B2B communications, email is a great tool to share updates with partners and vendors, and give them content they can share with their network!

 

Here’s how to leverage email marketing effectively:

• Segmentation: Divide your email list based on B2B and B2C clients.  You can also segment based on demographics and past interactions.  Tailor your messaging and offers to resonate with each segment’s interests.
• Compelling Content: Craft attention-grabbing subject lines and personalized content that entices recipients to open your emails. Showcase limited-time offers, early bird discounts, or exclusive perks to create a sense of urgency.
• Automated Workflows: Set up automated email workflows to guide subscribers through the booking process. From welcome sequences to post-trip follow-ups, each email should provide value and nurture customer relationships.

 

Traveling internationally, especially to places like Oaxaca, Mexico might seem daunting for inexperienced travelers, so sharing safety tips is essential!

 

5. Optimizing Paid Advertising for Travel and Tours Sales

 

With paid advertising on channels like Google and YouTube, you can target specific demographics and maximize your reach.  Here’s how to leverage paid advertising effectively:

• Targeted Campaigns: Reach individuals based on their interests, demographics, and online behavior.
• Retargeting: Re-engage users who have shown interest in your cruises, vacation packages, or tours but haven’t completed a booking.
• Performance Tracking: Monitor the performance of your ads such as click-through rates, conversion rates, and return on ad spend (ROAS).

 

Learn more about running paid advertising through our DIY marketing blogs!

 

Final Thoughts on Travel Marketing

 

In conclusion, travel marketing requires a strategic blend of creativity, authenticity, and targeted outreach.  By understanding your travelers, crafting compelling content, and leveraging diverse marketing channels effectively, you can inspire wanderlust and turn dream vacations into unforgettable memories!

Thanks for reading.  Click below to get even more marketing tips:

• Comprehensive Guide to Marketing Your Tours and Adventure Travel
• How to Take Good Photos and Use Them to Market Your Business
• How to Create Videos for YouTube and Social Media

 

 

Meredith McConvill, Top Rope Media

The post Travel Marketing: 5 Tips to Book Your Vacation Packages, Cruises, and Tours! appeared first on Top Rope Media.