“Chat said…” I caught myself saying this yesterday.  But how can you trust AI?  It has gone from a tool we consciously use to something that feels like a trusted friend, researcher, travel agent, and occasional know-it-all.

When did Chat become a regular part of my conversations? Not just something I use to clean up an email or brainstorm a blog post, but a source I casually reference as if I’d just gotten advice from a friend who happens to know a little bit about everything.

Planning a trip?  Ask Chat.

Trying to decipher Italian bureaucracy?  Ask Chat.

Looking for a hike, researching a new piece of outdoor gear, or figuring out whether that little restaurant in a mountain village is worth the detour?  You guessed it.  Ask Chat.

ChatGPT is convenient, it’s fast, and it can be remarkably helpful.  But somewhere along the way, I started wondering: When did we become so comfortable trusting a machine to help us make decisions?  And what happens when it gets things wrong?

How We Have Come to Trust AI Tools

What used to involve multiple Google searches, scrolling through forums, reading reviews, and texting friends can now start with one question. In one box. On ChatGPT or in places like Google Gemini or Claude.  Why have AI tools become so mainstream?

Discovering ChatGPT and Learning to Love It

Several years ago, I discovered ChatGPT and learned how to use it.  I taught our team how to use it to create content.  I even wrote blogs to help others become familiar with using ChatGPT. To create social posts for Instagram and Facebook.  To create blog posts.  To build videos and graphic designs.  Can you trust AI to do almost anything these days?  We were certainly testing the limits.

By the way, if you haven’t read either of these blogs yet, bookmark them for later.  They will give you the basics and get you comfortable using AI tools!

• How to Use ChatGPT to Create Social Posts
• Using AI for Blog Posts: 5 Steps to Get Started with Content Creation

Can you trust AI tools like ChatGPT, Claude, and Google Gemini to help your business grow and replace your content creators?

But Can You Trust AI to Replace Your Content Creators?

While everything seemed to be going well, I could see the writing on the wall.  If I could trust AI and use tools like ChatGPT and Claude every day, how long before my clients would use them to replace me?

Can you trust AI to replace your content writer?  Your graphic designer?  Your video editor?  The answer was, sadly, yes.

As expected, we then began losing clients who employed Top Rope Media solely for content creation.  In 2025, I had to let team members go because our client roster began dwindling.  This was not good.  My way of life, the foundation I built Top Rope Media on, began crumbling.  Creating content and driving a client’s storytelling was now something ChatGPT could do. And in seconds.

How AI Kills Your Website Traffic

During this same time, we began to notice our clients’ website traffic began to dwindle.  People were using Claude, Google Gemini, and ChatGPT to organize trips, get health advice, or build the best marathon training plan.  And they never left the AI tool.  Can you trust AI?  Even with your mental health and well-being?  The answer seemed to be a resounding yes.

Someone might ask an AI tool to recommend a cycling training plan, or build a training plan informed by a coach’s website, and never click through to that website.  The business’s expertise may have influenced the decision even though the visit never appears in Google Analytics.

In addition, we noticed new traffic coming to their websites from places like Pakistan. Singapore. New Delhi.  At first, I saw this as strange. Many of our clients only sell to the US market.  Therefore, none of our ads were targeting places like India or Indonesia.  Then it started to make sense.  The foreign hits to a client’s website could be coming from AI bots and website crawlers.  Alternatively, a visit from an overseas IP address could be a real person, but likely a VPN, a proxy, or automated AI activity.

As we began digging deeper, we discovered new reasons to loathe how AI was taking over.  I even wrote a full blog on How AI Search Tools Are Killing Website Traffic for Small Businesses and what to do about it.

Getting Referred to By ChatGPT

Then, a funny thing happened. I began getting referred by ChatGPT, Claude, and Google Gemini.  I would hop on an introductory call with a potential client and ask how they found us.  The answers were always surprisingly similar.

“I asked ChatGPT who the best marketing agencies in the outdoor industry were, and you were at the top of the list.”

“I asked Google to pull the best holiday marketing tips, and Google Gemini gave me tips from one of your blogs.”

“I asked Claude who could help us book our cycling tours and sell more trips, and Top Rope Media came up.”

The more I asked, the more I heard “Chat said…” “Google recommended.” “Claude referred me.”  It was as if they were real people, friends even, providing advice.

How to Make ChatGPT Work For You

For us, this was incredible.  Most of our clients had come to us through referrals from current and past clients.  We were now getting strangers to sign up for our marketing services.  All the content we had been developing for Top Rope Media- the blogs, the videos, the SEO work on the back end, the social posts- it was all paying off.

How do you do this for your business?  Well, the way people discover everything, from marketing tips to tour operators or outdoor gear recommendations, is changing.  Even if your business hasn’t caught up yet.  A traveler might no longer start with “guided hiking tours in Greece” on Google.  They might instead ask Claude, “Where can I find a small-group, multi-day hiking trip in mainland Greece that avoids crowded tourist destinations and has knowledgeable local guides?”

This type of search changes what your business needs to communicate online.  You need to explain your offering in enough detail that both people and AI-powered search tools can understand it.  Generic marketing copy is unlikely to answer the questions or get you referred.

I even had a new client pay me to teach them how to get referred to by ChatGPT!  I organized a 2-hour training session on how to build out their new website and create better content to be more easily discovered by AI tools.  This became a new offering for us, and if you are interested in setting up your own training session, drop us a note!

Can you trust AI fully to help you write a blog or give you recommendations on marketing your online gear shop?

Can You Trust AI to Deliver Accurate Information?

The Benefits of Using AI

We began to work more in harmony with AI tools than ever before. With our client work, we were saving time, money, and resources we were being used more efficiently.  Chat could help us rewrite an email to sound more professional. Generate marketing ideas for our fall campaigns.

Outside of work, we were using ChatGPT to recommend hikes, plan our trips, and navigate the Italian citizenship process.  It was like speaking with an extremely knowledgeable friend who gave you the best recommendations. From where to have aperitivo to ride routes and things to do.  I stopped using Hotels.com and TripAdvisor.

And unlike searching on Google, Chat keeps all your searches neatly stored.  You can continue working in the same Chat, or start a new Chat on a different subject.

The Downside of Trusting AI

The downsides of depending on AI Tools like ChatGPT began appearing slowly.  And when Chat got it wrong, it was very disappointing.

We’d drive an hour to a mountain refugio that Chat highly recommended and said was open, only to find a closed-for-the-season sign hanging on its door.  Or when Chat said we should do this beautiful loop on the bike, only to realize the road wasn’t fully paved, and it involved more elevation gain than we anticipated.

In 2025, I began seeing Instagram Reels of people hiking up via ferratas near where we live in Italy, the famous ‘iron ladders’ of the Dolomiti, with their mountain bikes.  It was hard to tell if these were real ascents or generated by AI.  Then word spread that ChatGPT was actually recommending and providing instructions on how to do this. This prompted the Rotaliana Alpine Rescue team to issue warnings. “If ChatGPT recommends cycling on the via ferrata…”

Taking your bike on a via ferrata was absurd!  I’ve hiked some of these ferratas, and the techniques required to summit do not include shouldering a 30-pound mountain bike.

Can You Trust AI for Travel and Trip Planning? You Can, But It Can Be Extremely Dangerous.

Then, the news got worse. In September 2026, I read an article about three novice hikers who were rescued trying to summit Mt. Shasta in California, after using Google Gemini to plan their ascent of the 14,000ft. volcano.  In October, a 16-year-old was rescued by a helicopter from a technical cliff known as the “Widowmaker” in British Columbia after using Claude to map his route.

The final nail in the coffin was when we were researching our recent trip to Sardinia.  Tyler used Claude to build out our trip, which was focused primarily on road cycling and rock climbing.  Claude recommended that our first stop should include rock climbing at Cala Spinosa on Capo Testa.

I pulled up images of Cala Spinosa and Capo Testa on Instagram and Facebook; it looked absolutely gorgeous! Climbers ascending stunning granite routes right above the sea.  I then looked at our climbing app, Vertical Life, and pulled up sites like Climbing Sardinia, the Crag, and Planet Mountain to learn more about the climbing there.  Turns out local climber and guide Maurizio Oviglia and the Climbing Sardinia Association have issued urgent, high-risk warnings pleading with people NOT to climb at Capo Testa. That despite what you might see on Facebook, YouTube, or Instagram, it is extremely dangerous.  The old stainless steel bolts were rotting from the inside out due to exposure to the heat, humidity, and the sea air.  Bolts could fail without warning.

Um, okay. No thanks, Claude.  I reorganized our trip.

Can you trust AI tools like Claude to plan your climbing trip when it recommends using a route that tops out at this bolt hanger??

Final Thoughts: How Much Can You Trust AI?

AI should be your starting point, not the final authority.  Do not let it make every decision for you.  Especially when it involves risky adventures.  Even an easy walk in the park can be dangerous if your AI-generated plan leads you down the wrong trail or suggests a route will take you two hours when it actually takes six.

Sometimes the unexpected discovery, the wrong turn, or the conversation with a local becomes the best part of the experience.  Sometimes it doesn’t.

By trusting AI, we’re trading some of the process of discovery for convenience.  By all means, use your friend ChatGPT to explore.  Brainstorm, compare, summarize, and build a first draft.  However, don’t forget to check the sources. Confirm schedules, closures, pricing, and availability.  For technical outdoor safety, medical questions, and other high-stakes decisions, use qualified people and authoritative information.

The same can be said for trusting AI for your business needs.  Question things.  Talk to people who know their stuff.  Always be learning.  Reading.  Figure something out the hard way.

Can you trust AI?  Here are the blogs I’ve referred to help you discover it for yourself.

• How to Use ChatGPT to Create Social Posts
• Using AI for Blog Posts: 5 Steps to Get Started with Content Creation
• How AI Search Tools Are Killing Website Traffic for Small Businesses

Thanks so much for reading.  Or asking Chat to read this for you,

Meredith Caccese McConvill, Top Rope Media

The post Chat Said: Can You Trust AI? What Happens When It Gets It Wrong? appeared first on Top Rope Media.

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.

Spring isn’t just a time of year.  It’s a feeling.  And it is one of the most overlooked windows in marketing.  Everyone goes big for the winter holidays.  Summer gets the outdoor lifestyle content.  Fall gets the pumpkin-spiced everything!  But spring?  A spring marketing campaign could generate sales and engagement during a season where momentum quietly builds.

Spring is when people start thinking differently.  Hello, Spring cleaning!  Then there are new routines, new goals, and refreshing what’s not working.  That mindset shift is exactly what makes a spring marketing campaign so powerful.

The mistake most brands make?  They run a generic “spring sale” and call it a day.  If you want your marketing to actually work, you need to align with what people are already feeling this season: renewal, fresh energy, and forward movement!

Here are five simple, effective spring marketing campaign ideas you can launch right now.

1. Create a ‘Start Fresh’ Spring Marketing Campaign

Spring is all about fresh starts.  Lean into it!  Instead of simply pushing products and services, position what you offer as part of a Spring reset.  Tie it into one of these areas:

• Fitness & Health
• Work and Personal Goals
• Mindset

A spring reset campaign works because people are already in that headspace.  Spring naturally triggers a desire to refresh habits, workflows, and your daily routine.  Here’s how you can get started quickly to take advantage of the seasonal changes:

• Create a few aspiration “Start Fresh” social posts and blogs that share your company’s ‘reset’ moments
• Bundle 2–3 spring-like or fresh-start products or services
• Share employee or customer transformations!

Instead of one long Spring marketing campaign, run short bursts for 2-3 days.  Short, focused campaigns outperform drawn-out ones almost every time.  Don’t forget to create emails, Reels, and graphics filled with spring colors, inspiring quotes, and fresh energy!

Spring is a feeling. Starting over, trying something new, getting back outside. Now is the season to share these feelings and imagery with your audience.

2. Build Spring Marketing Campaigns Around the Spring Holidays

Feeling stuck with what to post on social this month?  Or what to lead with in your next Spring email newsletter?  Tie it into one of the many Spring holidays!  Besides the big holidays: Easter and Mother’s Day, there are also the lesser-known ‘holidays’:

• Spring Equinox
• Opening Day at the Ballpark
• Cycling fans love watching the Spring Classics!
• International Women’s Day
• Tax Day (okay, not our favorite holiday…but as a small business, you can be a proud taxpayer!)
• Earth Day
• May 4th (Star Wars fans rejoice- May the Fourth Be With You!)
• Cinco de Mayo

If you are not tracking these and other key holidays on a Content Calendar, download ours for free and get started today!  Besides holidays, you can also use a Content Calendar to track:

• Email campaigns
• Social posts
• PR campaigns
• Product launch dates

Having everything in one place on a content calendar makes it easier for everyone on the team to know what’s happening and when.  Once you’ve planned out your spring marketing campaign’s social content, use a scheduling app like Hootsuite to schedule your posts.  Even if you are using one social channel like Instagram, planning and scheduling your posts will help you stay consistent.  Social networks love that!

After a long winter, Spring is a time to get outside! Ask your audience to tag you in their best outdoor adventures…bonus if they are wearing your gear!

3. Create Spring Marketing Campaign Content That is AI-Friendly

Search isn’t just in Google anymore.  People are asking tools like ChatGPT, Claude, and Google Gemini questions like:

• What are the best rainy day activities for kids?
• Where are the top spring break destinations to visit without crowds?
• Can I book a farm stay that has baby goats and lambs?

And here’s the shift: Those tools aren’t just ranking pages.  They’re pulling answers.  If your content isn’t structured clearly, written conversationally, and built around real questions, it won’t show up.  For more on how to create AI-friendly content this Spring that is discoverable and referred to, read our Social Media Best Practices blog! 

To turn your spring marketing campaigns into searchable answers, instead of writing, “Check out our Spring Gear Collection”, try working these phrases into your social posts, blogs, and actually say them out loud in your videos (not just include them in the description!):

• Best waterproof jackets for spring cycling
• What to pack for a spring trip to Italy
• Top spring cleaning hacks to organize your gear

Springtime also means new babies on the farm. Here in the Dolomiti, there are lambs, calves, and chicks peering out over the fences!

4. Make Your Spring Marketing Campaigns Interactive

Spring is a high-energy season.  Your spring marketing should reflect that.  Instead of simply telling people to get out for a bike ride or clean out their gear closet, get them involved during your spring marketing campaigns!

Engagement on your social posts, website blogs, or YouTube videos outperforms likes and impressions.  In addition, by encouraging engagement, you are creating more buzz, and you’re playing nicely with the social media algorithms.

• Create seasonal polls or quizzes on Instagram
• Share your behind-the-scenes Spring cleaning…and ask for tips!
• Create a Spring Giveaway
• Ask your audience to tag your products in their spring adventures

Interactive campaigns consistently drive higher engagement because they give people a reason to participate, not just scroll.

When you post on social or add images to your blog, ensure you caption the images with phrases you want to show up for in AI searches. And don’t forget those alt tags!

5. Clean Out Your Closet First Before Launching Spring Marketing Campaigns

Before you launch any new Spring marketing campaigns, focus on 1-2 projects you’ve left on the back burner this winter.  If you’ve been delaying updating your website’s homepage, get on it!  Here’s some tips on how to redesign your website to generate good leads!

Other spring refresh ideas you can tackle quickly:

• Refresh your product images- bye bye winter, think bright Spring colors and pastels!
• Organize your assets- creating files and naming conventions for images and videos allows for easier access
• Create a Spring blog that creatively showcases your products and offerings

Final Thoughts on Spring Marketing Campaigns

Spring marketing campaigns do not need to be complicated.  Align yours with what people are already feeling: rejuvenation, growth, and fresh goals.  Start with one of our ideas above.  One message.  One offer.  One channel.  Then build from there.

Outdoor and lifestyle brands that win in Spring aren’t the loudest…they’re the ones that feel the most relevant this season.

Thanks for reading, and happy Spring!

Meredith Caccese McConvill, Top Rope Media

The post 5 Simple Spring Marketing Campaign Ideas 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.

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.

In an era marked by growing environmental concerns, B2C and B2B startups dedicated to solving the world’s most pressing issues play a pivotal role in shaping a sustainable future.  However, despite their noble mission, they face a unique set of challenges, particularly in the realm of marketing strategies, brand awareness, and credibility.

With often limited resources and intense competition, startups must leverage innovative strategies to capture the attention of their target audience and drive sustainable growth.  In this blog, we’ll explore five highly effective marketing strategies for startups that can lead to impactful results!

1. Navigate the Highly-Regulated Marketplace for Your Customers

If your startup or brand has lofty goals of getting to net zero, you are operating within a complex regulatory and policy landscape.  Your products or offerings could be affected by government regulations and industry standards.  This is especially true in the utilities sector, with water and electricity being the most highly regulated.  Therefore, you have to anticipate and adapt to evolving policy changes that may impact your operations or market opportunities.

Communicating these complex topics to your team, partners, and potential customers in a way that is easy to understand is key.  Here are a few ways you can navigate the complex terminology and technical regulations for your audience:

• Breakdown terms like net zero, ocean acidification, and carbon sequestration with infographics and explainer videos
• Engage with your policymakers, industry associations, and advocacy groups
• Stay informed of policy changes
• Align with like-minded environmental organizations and companies paving the way to a brighter, greener future!

Did you know that in 2018, Patagonia, an environmental leader in the outdoor apparel and gear industry, updated its mission statement to “We’re in business to save our home planet”?

2. Educate and Raise Awareness

Brands and startups that provide more sustainable solutions often grapple with educating the public and raising awareness about complex environmental issues.  Unlike products or services with immediate benefits, such as convenience or cost savings, the benefits of sustainable solutions may be less tangible or require a long-term perspective to appreciate fully.  Therefore, one of the most successful marketing strategies for startups is to invest a significant effort into educating your target audience about the importance of your initiatives and the broader implications for sustainability and the planet.

Effective storytelling through content marketing, social media campaigns, and educational workshops can help you convey the urgency of environmental challenges and inspire action among potential customers and stakeholders.

Content Creation or Content Marketing Strategies to Educate and Raise Awareness

Are you tackling some of the biggest problems on the planet-  access to clean water, reliable electricity, or waste reduction?  Well, effective content marketing strategies can be your change-maker.

Content marketing remains a cornerstone of brand and startup growth strategies for its ability to attract, engage, and convert prospects into loyal customers.  In addition, with the help of AI tools, you can more easily create valuable and relevant content to establish your brand and its founders as thought leaders in the industry.  Lastly, great content can build trust with your audience and generate referrals.

Types of Content for B2B Startups

You know you need a great website and a presence on social channels like YouTube, X (Twitter), and LinkedIn.  However, here are a few other content types that work well for B2B startups:
 

• Blog posts
• Articles in industry publications
• Whitepapers
• Infographics
• Explainer videos

Startups with sustainability and eco-friendly goals should focus on producing high-quality, informative content in all of the above formats.  Showcase your leaders, and your depth of knowledge, and break down complex topics to make them easily digestible.  If you are unsure of how to start creating content using AI tools, read our last blog on using ChatGPT for content creation!

A final note on content creation involves optimizing for search intent and SEO- search engine optimization.  Your goal with this content is to expand your reach and attract organic traffic to your startup’s website.

Is your startup following the same path as so many others in your industry? Or are you choosing a path less traveled or forging a completely new path?

3. Establish Trust and Credibility

Establishing trust and credibility is one of the essential marketing strategies for startups.  Especially when addressing critical issues such as climate change, pollution, or biodiversity loss.  Given the prevalence of greenwashing and skepticism surrounding environmental claims, you must demonstrate authenticity and transparency in your operations and communications.  This entails showcasing your commitment to sustainability through concrete actions, such as eco-friendly practices, certifications, and partnerships.

Here are a few other ways to establish trust and credibility:

• Join and leverage memberships with environmental organizations and industry non-profits like Cleantech San Diego and Connect SD
• Ask for reviews and share testimonials from satisfied customers, partners, and vendors
• Create case studies on your website to bolster credibility and instill confidence in your solutions

 4. Differentiate Yourself in a Crowded Market

 
The proliferation of startups addressing the world’s most challenging environmental problems has led to market saturation and fierce competition for attention and investor funding.  To stand out in a crowded market, you must articulate your unique value proposition and differentiate yourself from competitors.
 
Here are a few differentiating factors you can focus on as part of your marketing strategy:
 

• Emphasize what makes your product unique (Award-winning, first of its kind)
• Share your why (a pivotal moment, the need to make a difference)
• Have a monthly team member feature (Did you know a company’s About Us page is often the second most visited page after the homepage?)
• Share what kind of impact your startup has on the environment now…and in the long run

The ‘About Us’ page is often the hardest content to write however it is one of the most viewed pages on your website!

5. Measure Your Impact and Communicate Results

Demonstrating tangible impact is an essential marketing strategy for startups to attract investors, partners, and customers who are increasingly focused on sustainability metrics.  However, quantifying the environmental, social, and economic impact can be challenging.  This is often due to the complexity and long-term nature of environmental outcomes.

As a startup, you must develop a robust impact measurement framework that captures both quantitative and qualitative indicators.  These might include:

• CO2 emission reduction
• Biodiversity conservation
• Community empowerment
• Sustainable practices
• Timeline to net zero

Transparently communicating these results through annual reports, impact dashboards, and storytelling campaigns can enhance your credibility, and attract support for future growth initiatives.

Final Thoughts on Marketing Strategies for Startups that are Changing the World

In conclusion, startups tackling the world’s most challenging environmental problems face significant hurdles.  From educating the public and building trust to navigating regulatory complexities, standing out in a crowded market, and measuring impact, your plate is quite full!  In addition, you’re leading a team, developing cutting-edge technology, and raising capital.  It’s no wonder only 10-20% of startups find success long-term!

Therefore, marketing strategies for startups in this space are more complex.  You need to prioritize education and navigation of these complex technologies and regulations. Engage your stakeholders and align with environmental groups and non-profit organizations that share your goals.  Drive, in that electric vehicle with zero emissions, towards a more sustainable future!
 

For more marketing strategies for startups and brands seeking to make a difference in today’s world, check out some of our other blogs:

• B2C vs. B2B Marketing Strategies: What’s the Difference?
• Marketing for Cleantech Companies
• Industry Events and Tradeshows: Successful Marketing Strategies

Thanks for reading and happy strategizing!

Meredith McConvill, Top Rope Media

The post 5 Highly Effective Marketing Strategies for Startups On a Mission to Save the Planet 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.

Finding a Job as A Brand Ambassador or Influencer

 

Interested in finding a job as a brand ambassador or influencer?  And getting more than just free gear?  Here are some thoughts as to why you would want to represent an outdoor brand:

• Get paid to do what you love
• Be part of the team or club
• Meet awesome people who share the same passion
• Adding ‘Patagonia Brand Ambassador’ to your resume makes you more attractive to recruiters!
• You want free stuff, discounted gear, and equipment

 

If any of these sound like you, read more about how to best present yourself for brand ambassador jobs!  However, if you are here as a brand and seeking ambassadors to create more brand awareness, check out our last blog: Finding the Right Brand Ambassadors!

 

Sports like surfing can be expensive, and being a good brand ambassador could help you save on that new wetsuit you’ve been eyeing.

 

5 Things to Consider to Become a Great Brand Ambassador

 

First, finding a job as a brand ambassador or influencer should not start by simply applying for the brands you want to work with.  Here are a few things to think about before you scour the web:

 

1. Are you an expert?

 

To be a great brand ambassador, you need knowledge.  Presentation skills.  Personal experience.  And, the capability to deliver.  It doesn’t mean you have to be as good as Kelly Slater when you paddle out to surf!  You should know enough about the industry trends and come prepared with ideas on how to help a brand generate revenue.  

 

2. Are you active on social media?

 

You don’t have to be active on every channel.  However, you should have a strong presence on at least one.  YouTube. TikTok.  Instagram.  Bonus if you’re active on a few!  Your number of followers and views are important metrics, but they quake at the sight of the almighty engagement.  Be sure to create content that encourages your followers to like, share, and comment.

 

3. Are you good at creating content?

 

At its root, finding a job as a brand ambassador or influencer is about being a good content creator.  Yes, there’s more to it than just creating content.  You want to be available for in-person events, provide the brand with ideas on how to best reach their audience, etc. However, at its core, being a great ambassador does mean creating good, authentic content.  Here are tips on how to get started if you are not yet creating content:

 

• Creating Videos for Social Media
• How to Take Good Photos

 

4. Can you stick to a schedule?

 

One of the perks of being a brand ambassador full-time is freedom from the cubicle!  However, you still have to be responsible and submit your content on time.  Even Patagonia ambassadors need to submit photos, videos, or write blogs regularly! 

Failing to follow through with your agreement with a brand can get your brand ambassador contract canceled.  In addition, it can give you a bad rap with the brand and its other ambassadors. 

 

5. Do you have the right attitude to be a brand ambassador?

 

Most brands, especially in the outdoor space, have positive vibes as a cornerstone of their brand identity.  But don’t fret if you’re not a naturally cheerful, bubbly person.  It means you may have to work a little harder!  Or, pitch them on your sarcastic, dry humor instead.  Either way, authenticity is key.  You do not want to enter into an agreement with a brand where you cannot be yourself.

 

This is just a small sample of Patagonia’s Brand Ambassadors, and just the climbers! They also have surfers, fly fishers, trail runners, skiers, snowboarders, and Global Sports Activists.

 

 

The Journey to Finding a Job as a Brand Ambassador

 

So you’ve found the trailhead to the brand ambassador wilderness.  Consider this your trail guide!  If you need extra help and want a sherpa on this trek, send up a signal. For now, here are the action items you should focus on. 

 

1. Find Your Passion

 

What are you truly passionate about?  When seeking a job as an influencer or brand ambassador for your favorite brand, make sure there’s PASSION behind it.

If you’re not passionate about the brands you work with and what they represent, it will be extremely tough to fake it.  Plus, brands want expertise and experience.  And, if you’re passionate, you’re more likely to put in the work to get the experience in the industry you’re targeting!

 

2. Learn the Best Digital Marketing Practices

 

Are you really good at creating content?  Being active on social media?  What about supporting brands you love?  Take time to learn everything you can about the best digital marketing practices.   

 

Got this down already?  Already demonstrating it in your YouTube videos, Instagram Stories, on TikTok, or Facebook?  Well, then you are much more knowledgeable than your competitors!

 

HubSpot, one of the leaders of the digital marketing world, puts out great content constantly to further prove how the way we market to consumers has changed.

 

3. Niche Down

 

This piggybacks off the first step but has some majorly important distinctions.  Take your knowledge and experience and translate it into a niche within the outdoor industry.  We often try to cast a large net to catch the most fish, but with a more targeted approach, you can bring home a tastier catch!

 

Brand Ambassador Example: Camping

 

Let’s use camping as an example of a brand ambassador’s niche.  Niching down may mean focusing on glamping, cold-weather camping, or just good old-fashioned backpacking.  By choosing one of these areas and becoming an expert, you’ll be a more trusted specialist.

 

Spending in the camping sector is growing strongly!  7 out of 10 millennials are going camping.  You can bet that all people are researching online before making a purchase.  Show a brand how you can help, and also support them on YouTube or Instagram!

 

Niching down doesn’t mean you can’t broaden your scope or go outside your niche from time to time.  By proving your worth in that niche market, you make yourself a great ambassador for brands.  Plus, by niching down, you’re much more likely to get a paying gig rather than just free gear!

 

4. Start Networking

 

How do you start developing more contacts at outdoor brands within your brand ambassador niche?  Follow them on social media.  Not just passively following.  Liking, commenting, and engaging with them!  

Another one of our favorite activities?  Hanging out with our favorite brands and their amazing employees.  Joining them in the sport you both enjoy!

 

Example: CABDA Show Networking

 

For example, at the CABDA West Show (all things bike-related), there was an Industry Ride.  This is a pretty common occurrence in the cycling world.  The week began cold, rainy, and gloomy.  Rare in Southern California.  Therefore, I wanted to sleep in and stay warm. 

However, I set my alarm for 5:30am.  Drove in rush hour traffic.  Pedaled out of the parking lot in Del Mar in the misty rain with a great group of cycling industry peeps.  And, a surprise guest appearance by pro cyclist Mark Cavendish!

Documenting these events from your perspective allows your followers to walk a mile in your boots.  And, shows brands you know what you’re doing.  Need more reasons to be at these events?  Read our Best Tradeshows in the Outdoor Industry!

 

Joining your favorite brands in their favorite activity is also a great way to show your interest and get to know the players. Here’s our crew from the CABDA Industry Ride!

 

5. Develop Impactful Content And Offer Your Services

 

With your niche chosen and some connections in your industry, build a portfolio of high-quality content.  In other words, start by creating impactful content today, and leverage that into a paying gig tomorrow.  Read more about how you can use great photos and videos to market yourself or your business.

 

Brand Ambassador Example: Becoming a Tiny Home Expert

 

For example, do you live in a small space?  If so, share your story about being a minimalist and living in a tiny home.  Or, what storage hacks work best for small spaces?  In addition, you might create how-to videos for building and outfitting a tiny home.  Or, stunning photos with your favorite gear in that tiny space.  Climbing and skiing videos of people in their homes during the COVID-19 lockdown went viral!

 

Remember, you serve as a resource for those in the industry.  Give them vital feedback on what is trending!  Get to know existing ambassadors at your favorite brands.  Remember not to be the guy or girl who’s always asking for handouts.  Reach out and see how you can help them.  Ask what types of content they are looking for.  What comes around truly goes around.

 

6. Stay True To Yourself

 

Think of brand ambassadorship like dating.  And, as your mom always told you, “Just be yourself.”  Altering your interests and core values may pay off in the short term.  If you want a long-term gig representing the brands and values you really care about, make sure to stay true to what you believe in.

If you are that bubbly, energetic person… let your personality shine through!  Yes, Black Diamond pays Alex Honnold to be a brand ambassador because he is constantly pushing the limits of rock climbing.  But, they also hire him because he’s a goofy, laidback, and fun-loving human.  In other words, he represents what they’re looking for in a customer.

 

Black Diamond loves Alex Honnold’s work as a brand ambassador so much that they’ve created the Alex Honnold collection- with part of the proceeds going to support the Honnold Foundation.

 

 

How to Kickstart Your Brand Ambassador Career

 

With all your provisions in place and a map in your pocket, howl to the wide wilderness that you’re open for business!  How do you do it?  Below are just a few of the ways to send smoke signals:

 

express yourself through a website

 

Having a website will benefit you in many ways.  A good website will add credibility, save you time explaining who you are, and showcase exactly what you do. Need help with yours?  Howl at us today. 

 

Create a slide deck, media kit, or press kit

 

We help athletes build out a media kit to take with them to events and to better pitch to the companies they’d like to work with.  Here’s more from our Shopify partners about how to create a great press kit! 

 

Learn how to take great photographs and create engaging videos

 

One of the best ways to share your content is through photos and videos.  There are so many tools and apps that can help!

In addition, YouTube is also a great resource for how-to videos.  Or try a Masterclass: Adventure Photography with pro climber and photographer Jimmy Chin

 

Learn how to take better adventure photos and videos through Jimmy Chin’s MasterClass!

 

Target the brands you love

 

One of the perks of being a brand ambassador is working with brands you already love.  Take stock of what products and equipment you already use.  Make sure you are using their hashtags and tagging them in photos.

 

Use a BRAND AMBASSADOR PLATFORM

 

Today, there are dozens of platforms out there to help you be a better brand ambassador.  These platforms often feature brand RFPs or a request for a proposal from a brand ambassador interested in participating in their upcoming campaign.  They’re a great way to be more strategic in helping you find paid gigs!  In addition, ambassador platforms will also help you increase visibility as a more established brand ambassador.

Here’s a great list of the Top 12 Brand Ambassador Programs and the pros and cons of each!  What else can these platforms assist with?

• Easier to find brands seeking ambassadors or content creators
• Helps brands find you
• Earning rewards and getting paid!

 

What You Don’t See from brand ambassadors

 

Whatever your reasons, the truth is that becoming a good brand ambassador takes time, knowledge, and a bit of skill.  Sure, it seems easy.  You see an abundance of ambassadors on Instagram with thousands of followers.  All out there sending perfect jumps on a mountain bike. Cruising through fresh pow on a snowboard.  Or sitting on their longboard, waiting to catch that perfect wave.  What you don’t see is the time and effort they’ve put into creating that video or photo!

 

High above the clouds, temps at 13 degrees, but still able to get a few shots that make it look like I’m all by myself out here.

 

Final Thoughts: Finding a Job As A Brand Ambassador

 

Here’s a quick review for you of what we’ve covered:

1. Pick your passion and niche (or get one)
2. Learn best digital marketing practices
3. Start creating useful content
4. Network, network, network
5. Be true to yourself
6. Create a website, YouTube page, or somewhere people can find you
7. Take a class or brush up on your photography and videography skills

 

Thanks for reading!  If you want more of Top Rope Media’s adventures on the regular, subscribe with your email below, or follow us on Instagram, Facebook, or X.

   

– Meredith McConvill, Top Rope Media

 

 

 

The post How to Find Work as a Brand Ambassador: Get More Than Just Free Gear appeared first on Top Rope Media.