cycling | Top Rope Media

Sea Otter Classic: The Best Cycling Event is Not Just for Cycling Brands

Meredith — Wed, 12 Mar 2025 20:46:52 +0000

Sea Otter Classic: from humble beginnings to all-star success across multiple industries

The Sea Otter Classic in Monterey, California is the perfect event for cycling industry brands and lovers of all things bike-related! However, it is also one of the best outdoor industry festivals for bike-adjacent brands. So whether you offer camping and overlanding gear, nutrition and wellness products, or fitness tech like Garmins and GoPros, the Sea Otter Classic should be on your list of events to attend every Spring due to its ability to reach retailers, dealers and outdoor enthusiasts alike!

What started in 1991 as Laguna Seca Challenge with 350 athletes and 150 spectators has grown to a well-attended industry + public-facing event with over 70,000 visitors and 900+ cycling industry brands! The four-day festival showcased some of the world’s best cycling brands, thrilling races, and non-profit organizations doing great things for all cyclists.

And, one of the best parts about the Sea Otter Classic? You can camp onsite!

the best in Show at Sea Otter Classic are the Trails

The Sea Otter Classic is held at the WeatherTech Raceway Laguna Seca, a 2.2-mile race course typically reserved for auto and moto racing. However, the draw at the Sea Otter Classic is not the racetrack and its famous ‘corkscrew’, which is exhilarating in itself. Instead, it’s the trails that surround the course in Ford Ord, an old military base.

Fort Ord National Monument offers 86 miles of trails that include flowy singletrack, punchy climbs, and fire roads interconnecting it all to make it an excellent destination for mountain biking and gravel riding!

And since the trails at Sea Otter Classic are the ‘Best in Show’, we thought you might want to know who maintains them. It’s a combination of the Bureau of Land Management (BLM) and volunteers from local non-profit organizations such as the Monterey Off-Road Cycling Association (MORCA).

The costs associated with trail maintenance are primarily covered by government funding, donations from community members, and organizations that support trail advocacy, like our friends at the California Mountain Biking Coalition!

the racing at Sea Otter Classic

Besides the trails, and all the meet and greets with cycling brands, the Sea Otter Classic is also the best event for bringing together riders of all disciplines. With a mix of professional and amateur racers, the event features everything from road racing to gravel, eMTB, and downhill!

The Sea Otter Classic featured too many races and categories to list, including the Sea Otter Fuego XL, which is a qualifier for the Leadville 100MTB.

Sea Otter Classic: Best event for outdoor recreation and cycling ‘adjacent’ brands

The Sea Otter Classic is more than just a cycling event—it’s a four-day celebration of outdoor recreation, innovation, and adventure. Attendees range from hardcore mountain bikers and road cyclists to gravel riders, e-bike explorers, and even families looking for an outdoor weekend getaway. This diverse audience presents a unique opportunity for brands that cater to active lifestyles, even if they aren’t directly in the cycling industry.

Think about attending the Sea Otter Classic if you specialize in:

Outdoor apparel – Sun protection, rain gear, or casual wear designed for adventure lovers fits right in.
Hydration & nutrition – Energy bars, electrolyte drinks, and recovery supplements have a captive audience.
Camping & overlanding gear – Many cyclists at Sea Otter are also campers, van lifers, or adventure travelers- learn more below!
Action cameras & tech accessories – GPS devices, power banks, and mounts appeal to riders documenting their rides.
Wellness & recovery products – From CBD balms to compression gear, active individuals are always seeking recovery solutions.

It’s also one of the reasons Sea Otter tops our list each year for the Best Tradeshows to Attend to Grow Your Outdoor Brand. And if you haven’t read that piece yet, bookmark it for later!

Best Tradeshows to Attend to Grow Your Outdoor Brand

the sea otter classic expo area

One of the biggest draws of Sea Otter is the expo area, where brands unveil their latest innovations, from game-changing bike components to exciting crossover products that enhance the outdoor experience. Over the years, some of the most talked-about “Best in Show” winners have included:

Garmin (2023) – Their Edge GPS cycling computers and Varia radar systems continue to impress not just cyclists, but runners and adventure racers as well.
Yakima (2019) – Known for car racks, Yakima showcased bike storage solutions that also catered to overlanders and campers.
Osprey (2022) – While best known for hiking packs, their hydration packs were a hit among endurance cyclists.
GoPro (2018 & 2021) – A staple at Sea Otter, their cameras attract outdoor adventurers far beyond the cycling world.
Theragun (2020) – Originally a tool for high-performance athletes, their percussive therapy devices found a new fanbase among endurance cyclists.

recreation vehicles (RV’s) have a space and an audience at the sea otter classic

From Outdoor Retailer to the Belgian Waffle Ride, we’ve seen recreational vehicles slowly make their way into cycling events and cycling festival expos. The Sea Otter Classic is no different, and it makes sense as the venue is surrounded by happy campers that also happen to be cyclists!

One year we walked through the Bulls Bikes booth, and we spotted the coolest little vintage trailer. Diego at Happier Camper gave us a quick tour of the HC1, an ultra-light travel trailer- we’re talking 1,100 pounds! The interior comes with lots thoughtful features, and their Adaptiv modular platform can be arranged is a variety of different ways depending if you are sleeping, hauling bikes, cooking up a feast, or just getting work done at camp!

Engaging with the Right Audience at the sea otter classic

Unlike traditional trade shows, Sea Otter Classic is consumer-focused, meaning attendees aren’t just industry insiders but real customers looking for their next favorite product. This allows brands to engage directly with passionate users who are eager to test, purchase, and spread the word about their latest innovations.

Even brands outside of the direct bike industry find success because Sea Otter attendees tend to be early adopters—people who are willing to invest in high-quality gear that enhances their outdoor experience. For companies that offer performance apparel, hydration systems, tech gadgets, or recovery products, this means access to a receptive, engaged, and influential customer base!

Experiential Marketing at Its Best

Sea Otter is a place where consumers want to touch, feel, and experience products firsthand. Outdoor brands that come prepared with engaging activations—whether it’s demo rides, product sampling, interactive booths, or giveaways—create memorable impressions that translate into brand loyalty!

Some past standout activations include:

Skratch Labs sampling station and hosted happy hours, where attendees fueled up with delicious homemade treats made onsite by Chef Biju himself!
TASCO MTB’s foot-down competition, besides offering adventure-ready gear and apparel for cyclists and beyond, we helped TASCO bring in their ambassadors from pro-riders to amateurs for a little friendly competition!

Media Exposure & Industry Buzz at sea otter classic

Because Sea Otter Classic is a major launchpad for new products, it attracts significant media attention. Major cycling publications, influencers, and content creators cover the event extensively, making it a great place for brands to gain visibility.

Whether it’s a new hydration pack getting reviewed by BikeRadar, a high-tech bike light featured on Pinkbike, or an innovative recovery product tested by an endurance athlete’s YouTube channel, brands at Sea Otter benefit from industry-wide exposure.

Best Custom Bike at the Sea Otter Classic- the bar bike

When we headed over to watch Dual Slalom one Saturday evening, we had run out of beers. But luckily, I met Mike from Auburn, CA and his incredible Margarita Bar Cart! Not something for sale at the show, but this was just the best custom build we’d seen so far.

It was also a good reminder of how although there are hundreds of cycling brands out there, sometimes the best bikes are the ones you’ve built up yourself!

final thoughts on the Sea Otter Classic

For brands looking to reach an engaged, active audience, the Sea Otter Classic is more than just a cycling festival—it’s a prime opportunity to connect with consumers who love adventure, the outdoors, and innovative gear. Attending and exhibiting at the Sea Otter Classic is a smart investment.

Whether your product is directly cycling-related or simply complements an active lifestyle, Sea Otter is an event where your brand can thrive, build lasting relationships, and make an impact in the outdoor recreation market.

For more tips on event activations, B2B marketing, tradeshows, and brand ambassadors, check out these blogs:

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

Until next time, get out there and ride your bike!

– Meredith McConvill, Top Rope Media

The post Sea Otter Classic: The Best Cycling Event is Not Just for Cycling Brands appeared first on Top Rope Media.

10 Things to Do in San Diego: Summertime and Year-Round Activities

Meredith — Thu, 04 Apr 2024 02:52:40 +0000

10 Things to Do in San Diego: Best Outdoor Activities & Adventures

Searching for things to do in San Diego to enjoy the perfect weather? Well, San Diego is America’s Finest City and the best destination for a family vacation or a romantic weekend by the beach! There are plenty of outdoor activities to enjoy our sunshine or stay cool when the temperatures creep up!

In addition, with the cost of entrance fees at more popular destinations like the San Diego Zoo and Safari Park, Sea World, and Legoland being quite expensive, you might be searching for free or cheap things to do in San Diego to keep the kids cool and occupied.

Well look no further, here are our Top 10 Things to Do in San Diego outdoors so you can break out the swimsuits and bring on the smiles!

Top 10 Things to Do in San Diego

1. Visit Balboa Park’s Museums And Trails

Need to get some shade and cool off? Balboa Park is a great place to spend an afternoon exploring over 15 different museums, botanical gardens, and the Spreckels Organ Pavilion. It’s also home to the San Diego Zoo!

Are you more interested in trail running and mountain biking? Well then check out the miles of gentle rollers with wide-open trails or single track with rock gardens and steep switchbacks. You’ll cruise past oak groves, eucalyptus trees, dry stream beds, and lots of cactus gardens. Balboa Park is also dog-friendly, so enjoy walking, running, or biking with your favorite pup, on a leash of course!

Parking is free and the best spots that are the least congested are near Morley Field or the Golden Hill Trails Gateway. If you enter the park on Laurel, drive past the Prado and park in the large lot behind the Organ Pavilion. Balboa Park is also home to the Morley Field Sports Complex and Dog Park and the Balboa Park Golf Course. Here you will find a dog park, tennis, the San Diego Velodrome, Bud Kearns Pool, and a driving range!

Driving to San Diego? Before you roll out of the driveway to start your vacation, here’s our checklist of road trip travel essentials!

Sunset beach stroll by the Hotel Del Coronado.

2. Pedal Or Stroll Across Coronado

Do you prefer to get around town by bicycle? Well, it’s one of our favorite things to do in San Diego! Pedaling the Bayshore Bikeway and along the Silver Stand lets you see downtown San Diego and the sleepy beach town of Coronado. Start near Waterfront Park in Little Italy and head south on the Pacific Coast Highway to pick up the Bayshore Bikeway. The trip is a flat 24 miles on a mix of bike paths and surface streets that finishes up at the Coronado Ferry Landing. Ferries depart every 20-30 minutes for a 15-minute ride back to either the Convention Center or Broadway Pier.

Not too comfortable riding with traffic on surface streets? Take the ferry across to Coronado first. You can walk around by the harbor shops and restaurants, or catch a taxi to the Hotel Del Coronado. Cruise the beach or stay on the bike path all the way down the Silver Strand.

Need a bike or a scooter? Check out the dockless bikes and scooters from Bird, Lime Bike, and Ofo. Just make sure not to abandon them in Coronado as it’s prohibited!

Here are a few more options in San Diego where you can scoop a bike, helmet, or bike lock. And don’t forget lights if you plan to pedal until sunset:

3. Be A Kid Again At Waterfront Park and Explore the USS Midway and Maritime Museum

Do you have childhood memories of running through sprinklers? If so then you’ll love Waterfront Park. Set amongst downtown San Diego’s landmark buildings, you can play in the fountains, the kid’s zone, or come down for a picnic on the lawn to catch the sunset. Just perfect for summertime in San Diego.

In addition, Waterfront Park is within walking distance of the USS Midway Museum and the Maritime Museum.

La Jolla Shores is a great spot to surf, snorkel, kayak or just relax!

4. Kayaking, Surfing, And Snorkeling At La Jolla Shores

We love spending days along San Diego’s 70 miles of coastline. However, sometimes we want a little something more than sunbathing. If this sounds like you, then La Jolla Shores is the place to be for some of the best snorkeling and kayaking in Southern California. In addition, you can also try stand-up paddleboarding and surfing!

Here are a few of the best places to rent beach and surf gear:

While out on the water, be prepared to see California sea lions, brown pelicans, bat rays, bright orange Garibaldi, and harbor seals. The Leopard sharks, which get their name from the spots on their skin, congregate in the calm, shallow waters on the south end of Kellogg Park. Don’t worry, they feed on invertebrates in the sand and are harmless to swimmers and surfers.

For the easiest swimming and best visibility to snorkel, go at low tide and little to no wind. Check the surf conditions and the tide before you go.

La Jolla Shores is also a great place for young ones as the waves are smaller than other spots in San Diego. In addition, it’s a fantastic place to learn to surf along with another favorite spot of ours to the south, Tourmaline Surfing Park! All of the La Jolla Shores rental companies above can help you with everything you’ll need: wetsuits, surfboards, kayaks, and snorkel gear. In addition, you can also book guided tours and surf lessons! We love Surf Diva and the instructors are always top-notch.

You can park near the Marine Room Restaurant and walk down their beach access path. Or parking is free at Kellogg Park, and it’s just a short walk down the beach!

Pedaling to Oceanside Harbor Village.

5. Cruise The Pacific Coast Highway in North County

Are you staying in North County or want to camp along the coast? Well, first read our blog about camping at San Elijo State Beach! Then enjoy another one of our top things to do in San Diego and cruise the Pacific Coast Highway! The PCH, the 101, whatever you want to call it, it’s the best place in San Diego to pedal, jog, surf, and soak in the ocean views!

Start in at Torrey Pines or in Solana Beach and pedal north through Encinitas, Leucadia, and Carlsbad, and finish up at Oceanside Harbor Village. You can turn around whenever you’re ready, or ride all the way up and back. It’s 27 miles one way from Torrey Pines to Oceanside Harbor.

Even driving this stretch of San Diego’s coastline is incredible. Just make sure to pack the beach essentials- sunblock, hat, water, bathing suit, and a towel. This way you can swim at Fletcher’s Cove, Moonlight Beach, or Swamis!

Are you interested in surfing in North County? Well, Cardiff Reef, Swamis, and around Fletcher Cove all have good surf breaks! Cardiff Reef is within walking distance of the Patagonia Cardiff shop, just in case you need to stock up on surf gear!

6. Hiking and Trail Running At Torrey Pines

One of our favorite things to do in San Diego is to run through Torrey Pines State Natural Reserve. The best part? You can enjoy a swim after your run or hike! Trails at Torrey Pines are a few miles or less and the difficulty is from easy to moderate. We like hiking or jogging up to the Nature Center first, then making our way back down to the beach via the Razor Point Trail or the Beach Trail.

If you park in the North Beach Parking lot, off Carmel Valley Road, you can extend your hike to include the marshland trails around Los Penasquitos Lagoon.

Searching for more trails, especially for mountain biking? Read until the end to see our recommendations that are less than an hour’s drive from downtown!

You can jog along Torrey Pines State Beach from Del Mar to La Jolla. There’s also lots of hiking trails to explore within Torrey Pines State Reserve.

7. Visit Sunset Cliffs and Cabrillo National Monument

Sunset Cliffs is located south of Ocean Beach in the Point Loma area and is home to a gorgeous stretch of coastline! Over 2 miles of ocean views where you can hike, bike, run, or surf. Cliff jumping is also a thing when the tide is right. It’s a bucket list thing to do in San Diego!

However, just sitting on the railing, listening to the waves, and watching the surfers might be more than enough for you. However, if you want to get in the water and surf, the Sunset Cliffs area does have a few beach entrances. Most are not suited for little ones, so it’s better to take them nearby to Ocean Beach.

Cabrillo National Monument is located at the end of Point Loma, and it’s where Juan Rodriguez Cabrillo first landed when he explored this area in 1542. You can use your National Parks Pass to enter, or pay the day rate and explore the tidepools. In addition, the views from the Point Loma Lighthouse are good enough for whale watching from December through March!

There’s a large Visitor’s Center with bathrooms, and one of our favorite things to do is to pedal to Cabrillo on a road bike or e-bike from Ocean Beach. Why? The climb through the naval base and then the sweeping descent down to Cabrillo’s coastal trails and tidepools are worth every drop of sweat!

8. Visit Mission Beach And Pacific Beach

Pedaling, running, or rollerblading along Ocean Front Walk from South Mission Beach to Pacific Beach is another one of our favorite things to do in San Diego. Especially when we have visitors! This beautiful stretch of beach, home to the most summer rentals in San Diego, goes all the way from South Mission Beach through Pacific Beach to Bird Rock in La Jolla.

Our favorite surf spot in the area is Tourmaline at the north end of Pacific Beach. It’s perfect for sunbathing, learning to surf, SUP. In addition, Tourmaline has its own free parking lot, showers, bathrooms, and is great for beginners to advanced longboarders. If you’re seeking more shortboard action, try closer to the pier in PB.

In addition, beachfront fun is back at Belmont Park in Mission Beach! Originally built in the 1950s, Belmont Park consisted of the Plunge pool and the Giant Dipper roller coaster, which still stands today. The amusement park is filled with rides, arcade games, laser tag, mini-golf, and rock climbing. Adjacent to the park are tons of shops, bars, and restaurants like Draft and Cannonball where you can grab a beer, a burger, and catch the sunset.

Did you forget flip-flops or feel like a new bikini? Well then walk one block east of the beach, to Mission Boulevard, where you will find plenty of bars, restaurants, bike, and surf shops. You’ll also find one of our favorites, Single Fin Surf Grill with the best bartenders at the beach serving up tasty breakfast burritos, craft beers, and cocktails. As you make your way north you’ll find a few more popular San Diego summertime bars, like Lahaina’s Beach House and World Famous.

Catching the sunset at Sunset Cliffs, nestled on the coastline between Ocean Beach and Point Loma, is one of the best ways to enjoy San Diego’s ocean views!

9. Go to Soccer Match at Snapdragon Stadium

One of our favorite things to do in San Diego is to go to a soccer match! We are supporters of the NWSL women’s pro soccer team, the San Diego Wave FC, and Snapdragon Stadium is also home to the newest MLS team the San Diego FC! Both teams play at Snapdragon between March through October.

If you’ve never been to a soccer (or football match for those of you reading that live outside of the U.S. and Canada), they are filled with chanting, singing, and lots of families wearing their home team scarves. You will see LOTS of kids wearing their team soccer jerseys or the jersey of their favorite player! In addition, going to a soccer match is nothing like going to an NFL match with drunken, rowdy fans. Tickets are very reasonable. Cheap seats start at around $26 each. Buy online through San Diego Wave FC, San Diego FC, or Ticketmaster. We have been long-time Wave FC supporters and season ticket holders and we try not to miss a match!

Pro tip: Park at McGregor’s down the street, have a pint or bite to eat before the match, and then pedal or walk over to the match! We bring our bikes to make it easy to get back and forth, and of course save on stadium parking, which can be almost $40 a match! In addition, the food and beverages at Snapdragon are not cheap, so stopping at McGregor’s before and after ensures you are well-fed and hydrated! With kids in tow, Snapdragon Stadium parking might be your best bet, but then it’s easier to tailgate and enjoy the Fan Fest before the match!

10. Swim Laps in the Sunshine

While we’ve mentioned lots of beaches where you can get in a swim, if you are like us, you might be searching for a place to get in a workout without having to worry about the waves or marine life. Here are our favorite places to swim laps in San Diego:

Bud Kearns Pool- in Balboa Park
The Plunge Pool- in Belmont Park, Mission Beach
Open water swimming in Mission Bay (aim for the roped-off areas or where there are fewer boats), or at La Jolla Cove. If you’re new or still a beginner to open water swimming, go with a buddy! Check out La Jolla Swim Club or the San Diego Triathlon Club!

Catch the sunrise at Kellogg Park near Scripps Institution of Oceanography at La Jolla Shores Beach where you will often find perfect conditions for snorkeling, kayaking and surfing!

Things to Do Near San Diego, Within an Hour’s Drive

If you’re searching for more adventure within an hour’s drive of downtown San Diego and potential camping, here are our favorites!

La Jolla Indian Campground + Luiseño Bike Park

Just northeast of the city, nestled in the shadows of Palomar Mountain lies La Jolla Indian Campground. The nice bonus here is that in addition to camping by the river, the Luiseño Bike Park is located right in the campground. The bike park offers daily shuttle service to the top at almost 6,000ft, the views are incredible, and there are miles of fun flowy downhill trails.

You can even rent tubes to flow down the campground’s river and there’s zip-lining!

Mount Laguna + Lake Cuyamaca

Other areas we love for outdoor adventures in San Diego’s local mountains include Mount Laguna and Lake Cuyamaca. Both are about an hour’s drive east on the 8. You’ll climb up out of the warm desert scrubland and into the cool breezes of the pine forest at 6,000ft. There are several campgrounds including Laguna Campground, and dozens of trails for riding, hiking, or just relaxing with a view across Laguna Meadows!

If you love mountain biking, the descent down Noble Canyon is epic!

Things to Do in San Diego in the Summertime…Or Any Time of Year

There are a lot of things to do in San Diego outdoors year-round, so we hope this gets you excited! Remember to check out the Visit San Diego website for current events, weather, travel tips, and tons of other ideas for summer activities in San Diego County. If you are looking to plan an event here, whether team building, scavenger hunts, or walking tours, check out WhereTours.com for out-of-the-ordinary adventures!

We also invite you to share this blog with friends or check out some of our other travel blogs:

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

Until next time, happy adventuring!

– Meredith McConvill

The post 10 Things to Do in San Diego: Summertime and Year-Round Activities appeared first on Top Rope Media.

Industry Events and Tradeshows: Successful Marketing Strategies

Meredith — Fri, 29 Sep 2023 15:20:54 +0000

Why Attend Industry Events and Tradeshows

Are you searching for ways to get your products or services seen by more people? Do you want to be seen as a leader in your industry? If so, then attending industry events or tradeshows is a great tactic to add to your marketing strategy! In this blog, we’ve outlined the top five reasons to not only be at industry events and tradeshows but also how to get the most engagement and generate leads!

In addition, this blog has tips for B2B and B2C brands in the outdoor industry, however, the tips could also be applied to clean tech, renewables, automotive, you name it!

Finding Success at Tradeshows When You’re a Small Brand or Startup

While you probably already know about the big B2B industry shows like CES, Outdoor Retailer, EuroBike, and SEMA there are dozens more! These events are a great place to network, however, if you’re a small startup brand, the steep exhibitor fees could be a major deterrent.

Well, we can help! At Top Rope Media we attend dozens of industry events, tradeshows, conferences, and festivals each year. Some for B2B clients, B2C clients, and others because it’s a great networking opportunity, or it’s just fun! And as a small business seeking B2B clients, we have to be smart when it comes to planning our conference schedule, event activations, and follow-up. So, let’s get started with real marketing strategies you can begin using at your next tradeshow!

When setting up your booth or table at a tradeshow, what do you have to draw people in? Freebies with your logos on them like this table at Connect’s Innovation Day are great, but do you have an interactive booth? Is it staffed by someone engaging? Read below for more ideas on event activations!

Successful Marketing Strategies for Industry Events and Tradeshows

Here are our tried and true marketing strategies for industry events and tradeshows. Not all will be applicable to your product or service, but we’ve packed this with lots of different ideas. Find a few and test them out at your next tradeshow booth!

1. Use the Tradeshow App

Before we get too far in, keep in mind that many tradeshows and industry events now have apps or an exhibitor/vendor portal you can access. These are often free to download to your phone, and easy to use. Common tradeshow apps like Whova, or an official app created for your particular show may allow for the following:

Scheduling or requesting meetings
Connecting with brands or buyers before you arrive
Access to vendor/exhibitor list
Scheduling a happy hour, demo, or talk at your booth
Promoting your giveaways or meet n’ greets
Syncing with social media to allow for easy posting

At Connect San Diego’s Innovation Day, we had the chance to speak with some amazing people whom we would never have met if we were stuck in a booth all day!

2. Shake Hands and Kiss Babies

While often a trademark statement saved for politicians, ‘shaking hands and kissing babies’ is how to garner not only more attention for your brand but also to be seen as a leader in your field. When I show up at an outdoor event or tradeshow, I’m not there to drop business cards in a fishbowl, grab a free beer, and roll out. I go to learn about new products, make connections, practice my pitch, and find new clients. Oh and check up on my competition!

As a small business owner seeking B2B clients, my marketing budget is tiny! I need to be careful about which outdoor industry events and tradeshows I attend. Going to shows like Outdoor Retailer is a huge chunk of change. As a small startup, you may have the same challenges. Therefore, for your next tradeshow, try the following:

Set up meetings ahead of the show- use that tradeshow app!
Make connections with potential customers and remember to follow up right after the show
Spend time walking the tradeshow floor and speaking with potential customers
Practice your pitch! Tradeshows are a great place to try out different ways of describing what problem your product or service solves
Bring a team member or several to help you staff the booth

Bringing a few team members to your next tradeshow could be a great way to better connect with your team, give them the opportunity to pitch your product, or just create more brand awareness at the show!

For big tradeshows, do you have team members not only to staff your booth but also to walk the tradeshow floor and interact with other brands? When we attended Interbike for Zoca, an apparel brand, we had a team of people in the booth, wearing their apparel, walking the tradeshow floor, handing out freebies, and inviting people to visit the Zoca booth! And we got to hang with cycling celebs like Ted King!

3. Create Engaging Brand or Event Activations at Tradeshows

While you might love the buzz of the tradeshow floor, exhibiting at an outdoor industry event or tradeshow should involve more than simply standing at a table with a logoed tablecloth. Instead, create a fun, memorable opportunity to engage with potential customers. We call this a brand activation or event activation.

Sadly, we see both B2B and B2C clients leave the event activation for the last minute. Instead, plan ahead! First, make sure your branding is dialed in, your website is ready for visitors, and you can capture leads. Not sure what we mean by this? Read our last blog, How to Use Your Website to Generate Leads now!

Once you’re ready with your branding and website, move on to brainstorming fun ideas you could try at your booth. Remember to generate buzz on social media before, during, and after the show. And encourage user-generated content from attendees! Below are some of our favorite event activations that you could try at your next event.

Brand Activations or Event Activations Ideas:

A big wheel that people can spin to win your products or fun, branded items
A game or guess the (fill in the blank) to win a discount on products or services
Create a daily booth giveaway, winners must be in attendance!
Set up a photo booth or video testimonial booth, complete with fun hats, glasses, and wigs themed to match your brand!
Set up a free charging station…you know everyone’s phones and laptops run out of juice!
Bring in an industry celebrity and host a Meet n’ Greet or book signing!
Host a product or service demo a few times a day!

Remember to use the tradeshow app and social media to advertise your event activation. And always have a way to collect those email addresses! In order to do this, we recommend clients have 1-2 iPads at their booth in stands, or on the table. On the iPad, have your conference-specific landing page for the show up on the screen. Then someone can easily enter their email, scan a QR code, or sign up for your next product demo at the show!

In addition, these iPad stations allow those who are more introverted to interact with your brand without having to start up a conversation.

You can easily set up a photo or video booth using a tripod with an iPad/phone. Bring a nice backdrop with your logo. Bonus if you can incorporate your products in the photo! 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.

4. Build Community and Bond with Your Team

For both B2B and B2C brands, there are many conferences and tradeshows that involve cavernous convention centers. Or a crappy night’s sleep in a subpar hotel in less-than-desirable locales. So instead of filling your marketing calendar with these lackluster events, find events and tradeshows in locations you actually want to travel to! We like to take this one step further and find tradeshows and events that allow us to camp, ride bikes, or ski. In addition, can you invite some of your team members and make it fun for everyone?

The goal here is to connect with a community of people who share the same passions as you do. Maybe it’s creating more sustainable products or reducing carbon emissions. Or selling more bikes. Either way, there are dozens of B2B and B2C tradeshows that allow you to network with business leaders or consumers who share your vision. In addition, being in a beautiful location where you can plan some fun activities outside the tradeshow will help you better connect with your team, and your partners, or allow potential clients to learn more about you!

If you haven’t read our last blog: The Best Tradeshows in the Outdoor Industry bookmark it for later! And if you are thinking about driving to one of these tradeshows, before you hop in the car, check out our road trip checklist!

ROAD TRIP CHECKLIST

With food, beer, live music, and bikes, the stoke is high at the Sedona Mountain Bike Festival in Arizona! It’s also not a bad drive from SoCal, and team members were able to fly into Phoenix if need be. In addition, getting to spend time outdoors at a tradeshow or work event will definitely make the day go by faster!

5. Apply to Be a Speaker and Be Seen as a Leader in Your Industry

At shows like CES or Outdoor Retailer, you often need to set up meetings in advance to get some face time with a company founder, sales director, or procurement officer. Forget about trying to walk into Patagonia’s or Tesla’s booth to speak with a decision-maker. Therefore, in addition to attending and/or having a tradeshow booth, and using the tradeshow app to set up meetings, apply to be a speaker! This allows you to reach a greater audience. And garner some press coverage or user-generated content!

If you haven’t read our latest blog on Speaking at Conferences: Why You Should Apply to be a Speaker, bookmark it for later! Remember, if you’re speaking, make it memorable. Do not just go up there and pitch your product or service. Let it be interactive and engaging!

If you do get an opportunity to present, make sure to have someone there to record it and take photos. This allows you to share on social media, as a follow-up to attendees, or those who signed up for your email newsletter at your booth!

Can you apply to be a speaker at the next conference or tradeshow you plan to attend? If you get the spot, how will you make your talk memorable? Here are more tips on how and why to present at conferences!

6. Give Out Free Food, Beer + Puppy Time at Your Next Industry Event

One thing we’ve noticed at tradeshows was the opportunity to sample coffee, beer, pizza, and pet puppies, all while learning about a new product or service. While these may not always help you generate leads or collect email addresses, they will help you generate brand awareness. And give you the opportunity to have conversations with lots of people!

Trying to score a beer during happy hour can be challenging, but it can also make your booth the most popular one on the block! Therefore, if serving beer or pouring craft cocktails is of interest, check the show regulations first. Each state or convention center may have different rules about what you can serve and who can serve it. Often you need to use their bartenders and/or catering services.

However, as it’s often a big expense to distribute alcohol, we always have a long list of ideas for our B2B and B2C clients to drive traffic to their booth!

Therapy dogs are not a new thing, but we see these pups pop up at more and more events like here at Connect’s Innovation Day. And I bet the number of dogs that get name badges for the OR Show is close to 100!

Here are a few more low-cost ideas to create a buzz at your tradeshow booth:

Hire a barista and set up an espresso machine for the morning crew. You know how hard it is to find a decent cup of coffee!
Fill your booth with music, bring in a guitarist or performer.
Everyone loves puppies! Check the show regulations and see if there are therapy dogs available nearby.
Puppies are great, but our favorite booth at Outdoor Retailer was filled with Uinta Alpacas!
Give out free donuts or snacks! Tradeshow attendees are always hungry and never have time to go out for lunch!
Host a happy hour at a bar/restaurant just outside the convention center, especially if you’re not exhibiting!

Consider the location, the season, and the show attendees, and then create something memorable! Brainstorm with your team on things that might keep a tradeshow attendee energized and engaged. And in your booth longer. A cellphone or laptop charging station is definitely a big winner if you’re in the cleantech or renewables industry. What if it’s a solar or bike-powered charging station?!?

Our favorite booth at a recent Outdoor Retailer was Paka, a clothing brand that makes soft goods out of alpaca wool. And of course, having 2 alpacas and their handlers on loan from Uinta Alpacas in Willard, UT kept the booth busy all day long!

Final Thoughts on Attending Industry Events and Tradeshows

People may not remember what you said at the tradeshow when they met you, but instead how you made them feel. Well, when I’m happily fed, with a good beer in hand and some music, or petting your therapy dogs, I’m feeling pretty good. And I’m more likely to remember your brand and give you my email address. And open your email when it appears in my inbox next week! (Hint: Don’t forget about the follow-up!!)

To learn more about what we do on the regular, follow Top Rope Media’s adventures on Instagram, Facebook or Twitter. Remember to check out the following blogs:

Or click to view all of our marketing blogs!

Until next time, enjoy the reason we work in this industry and get outside!

– Meredith McConvill, Top Rope Media

The post Industry Events and Tradeshows: Successful Marketing Strategies appeared first on Top Rope Media.

Bike Catalina: Travel Tips for Mountain Biking and Gravel Riding in Paradise

Meredith — Wed, 28 Jul 2021 17:57:58 +0000

Bike Catalina Island: Mountain Biking and Gravel Riding in California’s Island Paradise

Searching for travel tips on how to bike Catalina Island? Well from sweeping ocean views to the rugged interior, we’ve packed this blog filled with ideas to get you planning a cycling trip to Catalina!

We’ll review the type of bike you’ll need, what to pack, where to stay, and what to expect. So if you’re up for a challenge, but want the beach time too, Catalina packs it all in. And, if you’ve ever traveled through the Meditteranean, this part of California will remind you of those hilly coastal towns in Spain, Greece, and Italy! Bellisima.

Be ready for lots of gravel roads and pedaling uphill as you bike across Catalina Island!

What You’ll Need to Bike Catalina

Bike Selection

To have a great adventure cycling on Catalina Island, you will want to bring your own gravel or mountain bike. Knobby tires and a squishy suspension will help you absorb all those bumps and broken pavement as you make your way across the island.

No hardtail or full-suspension mountain bike in your stable? How about a gravel bike? If none of the above, your best bet is to purchase the widest knobby tires that will fit your road bike and keep the air pressure on the low side.

Pro tip: Bring everything you need to fix a flat, refill your tubeless tires, or adjust your suspension. There is only 1 legit bike shop on Catalina, Brown’s Bikes, and the likelihood that they will be available on short notice is slim.

For this trip, I rode my gravel bike with a standard crank, 38mm tubeless tires, and ran about 35-40 psi. No flats, no issues, but definitely wish I had more gears or a compact crank in certain sections.

Bike Rentals on Catalina

Want to rent a bike while on Catalina, take a tour, or shuttle one of the routes? Here are a few outfitters that can help with bike rentals and tours:

Bring your gravel bike or mountain bike and be prepped for lots of bumpy, unpaved roads but spectacular views!

Bike Permits for Catalina Island: Give Back and Enjoy Your Ride

Biking is a great way to see the interior of Catalina! However, you will need to purchase a Freewheeler Bike Pass from the Catalina Island Conservancy to ride past the gates at either Two Harbors or Avalon to reach the interior of the island.

The cost for an annual membership is $35 for 1 person or $65 for 2 people. As the Catalina Island Conservancy protects and restores native habitats, including keeping track of all those bison, you can feel good about making the purchase. Need more reason? Making this small gift, which is tax-deductible, supports an organization that protects over 88% of the island!

Have a larger group? You can add on to your Catalina Island Conservancy membership level depending on how many riders are in your group! Lastly, if you are renting a bike, the rental company should include the bike permit in the cost of your rental.

Bike Fitness

So, this is the area I was lacking in. Being fit on the bike is different than just having a healthy, active lifestyle. I surf regularly, run a few days a week, yoga a few more days, but have been slacking on riding consistently. My 2 days a week of riding were not enough to feel fit for the epic day of riding to Two Harbors and back. 48 miles and 7,000ft of climbing is no joke on gravel roads!

Climbing back out of the interior in 80+ degree weather made for a few rough hours for me, and my adventure partners! It was like getting off the couch and riding the BWR (Belgian Waffle Ride) Wafer version. Therefore, I do not recommend attempting this crossing without a bit of cycling fitness. Other options? Arrange to have a shuttle meet you, or make a ferry reservation to take you back!

On almost every route there is an opportunity to see bison grazing across Catalina!

What To Pack for Visiting Catalina Island by Bike

Extra Water

There is “water, water everywhere, but not a drop to drink.” Meaning you will have gorgeous ocean views on many of your routes around the island, but very little access to freshwater. Catalina is an arid, low-humidity environment. Therefore, dehydration and heatstroke or heat exhaustion are always risks. Having a Camelbak is almost essential for the long days. On a warm sunny day, you can lose up to 1 liter of water an hour just standing still. Never mind pedaling a bicycle uphill!

When pedaling from Avalon to the Airport in the Sky, you can get by with 2 bottles and easily refill them at the airport cafe. They also have packaged snacks, and a grill at the airport, along with water for sale. And if you ask nicely and are buying other items, they may even refill your bottles behind the counter!

When riding in between the Airport in the Sky and Two Harbors there is hardly anywhere to fill your bottles. Meaning you could be out for 2+ hours without a chance to refill. Often longer depending on your fitness and how many stops you make to take photos! So, buy an extra small bottle or two of water if you did not bring a Camelbak and tuck them in your jersey pocket or burrito bag.

On-the-bike nutrition

While Avalon is a quaint tourist town, and they do have a Vons grocery store, there are not a lot of shops where you can buy ride snacks. Come with your usual nutrition, and for long days, it’s nice to make some PB&Js for the journey.

Helmet

Helmets are required when biking in the interior. And you’ll be happy to wear it when you see some of the steep dirt sections!

Cycling Shoes for Gravel Riding and MTB

Having clipless pedals, meaning shoes that clip into your pedal, I know, sounds counter-intuitive, will definitely help you get to where you are going faster. There is a lot of climbing! Therefore, a flat pedal and sneakers will not work as well but could be more comfortable on the gravel and dirt roads. And allow you to pack less if you’re camping.

Don’t go this alone. Bring some friends along for the ride to make the long days more fun!

A fully charged cell phone, Garmin cycling computer, and maybe a SPOT tracker

Once you travel a few miles outside of Avalon or Two Harbors, you will begin to lose cell service. There will be service at the Airport in the Sky, and at the top of some of the climbs, but be prepared to not have any service in other parts of the island. Especially in areas like Little Harbor or Middle Fork Ranch.

Therefore, make sure your cell phone is fully charged, along with your Garmin, and you could carry an extra power pack to recharge. If your cell phone tends to die early, put it in airplane mode. Having a device like a SPOT Tracker or Garmin In Reach can also put your family’s mind at ease. And make your group feel more comfortable when you’re exploring the interior!

Go Pro, travel camera, or easy access to your smartphone

YOU WILL STOP FOR PHOTOS. Even if that’s not your thing. You just can’t help it with the incredible vistas. And the bison lingering by the side of the road.

Bike repair kit

Extra tubes, bacon strips, CO2 cartridges, hand pump, sealant, whatever you usually take for a longer day on a mountain bike or gravel ride. If you have a mechanical that you can’t fix on your own, you will have to hike until you have cell service and call Catalina Taxi & Tours or Catalina Island Conservancy Park Ranger to come and rescue you.

Do not depend on a passing car for help. They can be few and far between in the interior. We rode for hours without seeing another cyclist or car on the road.

People repair kit

We ALWAYS carry some kind of emergency medical kit for long days in the backcountry. And biking across Catalina’s interior should be thought of as backcountry. Especially because if there is an accident, you may be at least an hour or longer before you reach help.

Adventure Medical Kits are our favorite and they have several different types of kits depending on the activity, length of your journey, people in your party, etc.

We often pack a larger kit if we’re carrying a backpack, and a smaller, pocket-sized one if we’ll just be out riding for a few hours with no cell service or shops nearby. Having items like moleskin, antihistamine, caffeine tabs, band-aids, and adhesive tape can save the day!

Most visitors will begin their Catalina cycling by pedaling uphill from Avalon. Make sure to stop to take in the views!

Bike Routes and Catalina Island Maps

Download the Catalina Island Conservancy Map. It’s worth taking a look at this before you choose your routes around the island. You can view all the details, like distances, where to find potable water, camp, or if you are hiking while you’re here, where to hop on the Trans Catalina Trail. Keep in mind, you can only bike about 8 miles of the Trans Catalina Trail. It’s designed more for hikers, but more on that later.

Catalina Bike Route #1: Avalon to the Airport in the Sky

Biking from Avalon to the Airport in the Sky is about 10 miles, 1,550ft of climbing, with an average grade of 8.2%.

Depending on where you begin, settle in for a steep, long climb on a paved road for the first 3 miles, taking you up over 1,400 ft. Then make way for lots of rollers with sections of broken pavement mixed with dirt and gravel.

Although the grade of the road comes down to about 4% on the climbs, it still feels like a trek. There may be a few cars, Hummer tours, and taxis coming and going from the airport so stay alert as they sneak up quickly!

Keep an eye out for bison and the island foxes as you make your way up to the Airport in the Sky. Plan to stop into DC-3, the airport restaurant where you can grab burgers, refill water, pick up souvenirs, and try their famous cookies!

Catalina Bike Route #2: Airport in the Sky to Little Harbor

Biking from the Airport in the Sky to Little Harbor is about 6.5 miles with 1,646ft of descending, with an average grade of 5.4% on gravel roads.

From the Airport in the Sky, you will turn right onto El Rancho Escondido Road and take this all the way down to a sharp right onto Little Harbor Road.

Be prepared for mostly packed dirt and gravel, loose in some sections, but easily navigable. Here at Little Harbor, you find several secluded beaches and Little Harbor Campground. There are no services, but there is potable water, and there are port-o-potties at camp!

You may also get cell service up on the bluff, just before you descend into camp. This is also a great place to stop for photos! We also spotted 2 bison on this route, just off to the side of the road. You may not see any vehicles at all on this segment.

Catalina Bike Route #3: Little Harbor to Two Harbors

From LIttle Harbor to Two Harbors is where you will begin to climb again. Settle in for about 850ft of climbing, over 3.8 miles at 4.2% on packed dirt and gravel roads. You will pass a small bathroom (compost toilet) just outside a farm. Keep an eye out for bison here as we saw a huge herd on the hillside! Once you reach the top, with another incredible view, you begin descending again. 2.2 miles, 775ft, with an average grade of 6.5% on the gravel descent.

You will have to slow to pass through a gate and then descend a bit more into Two Harbors. Road conditions are packed dirt, gravel, and a bit sandy. Once again, stay alert as there may be vehicles on the descent!

Once in Two Harbors, you’ll pass the Two Harbors Campground, restrooms, and then the General Store.

When you climb up Middle Ranch Road, prepare for over an hour of uphill. And make sure to say hi to the horses when you pass the ranch!

Catalina Bike Route #4: Two Harbors to Avalon via Middle Ranch

If you haven’t arranged to stay in Two Harbors, see below for accommodations, it’s now time to make your way home. Make sure to grab an extra bottle or two before rolling out on those harsh gravel roads!

Climbing out seems exhausting by this point, and at a 6.5% gradient for 2.2 miles and 775ft, it certainly is. Once you reach the summit, it’s back to descending again into the interior. You’ll descend for about 4 miles, 850ft, and at a 4.2% grade on gravel. Keep an eye out for island foxes and bison!

As you reach Little Harbor, instead of turning up El Rancho Escondido Road, you will keep going towards the coast onto Middle Ranch Road. Remember to top off water here if you need to.

The views are phenomenal. There’s even a lookout off-shoot trail to the East that takes you to a beautiful overlook of Cottonwood Beach and Ben Weston Beach. Both of these spots are rarely visited on Catalina, and you are allowed to camp here!

Plan on pedaling over some gravel rollers as you turn inland, and then it’s time for the big climb out of the interior and up to Avalon Vista. This is where it gets warm, especially in the afternoons. Settle in for about 7 miles, 1285ft of climbing, and at about a 4% grade.

This was the most brutal part of my day. But if you have great friends in tow, they will make it less painful. And give you all their snacks and water!

Once you reach the summit, make a right and pedal past Haypass Recreation Area. Here’s your next chance to get water. But you may not need it, as it’s all downhill from here. The descent is about 3 miles, 1450ft of descending at an 8% grade back into Avalon on the paved road.

More Routes Plus the Trans Catalina Trail

Want more routes? Search Strava and Ride with GPS to see what other options you can link together. Keep in mind, for the safety of hikers, and the enjoyment of cyclists, bikes are permitted on about eight miles of the Trans-Catalina Trail.

To get there, ride through town and climb the paved road up towards the Wrigley Mansion. Just before the scenic overlook, there will be a left onto Renton Mine Road. Take this to East End Road, and then Divide Road to Dakin Peak (the microwave tower) on the East End.

Having the Catalina Island Conservancy Map in hand, or just take a photo of it, will be helpful to find your way around.

When you ride between Avalon and the Airport in the Sky, you’ll be on some of the only paved roads outside of town!

Travel Tips for Planning Your Catalina Trip

When and How to Travel to Catalina

Most people visit Catalina between May and October when the ferry crossings are plentiful, and you have a better chance of good weather. Catalina can be accessed by ferry from San Pedro, Long Beach, or Dana Point.

Check out the Catalina Express or the Catalina Flyer to make a reservation. Boats do fill up in the summer months.

You can also sail to Catalina on your private boat or with a tour, just make sure to obtain a mooring or boat-in camping spot in advance. Other options? Fly by private plane or helicopter to the island.

What You Will See: Nature and Wildlife on Catalina Island

The bison on Catalina is a big draw for many tourists, but there’s also the island fox, rattlesnakes, mule deer, antelopes, and dozens of species of birds, bats, and butterflies! Read more about the Catalina Island conversation programs.

If you’ll be getting in the ocean, pack a wetsuit for diving and at least a 1mm jacket for snorkeling. The water is incredibly clear but cold! Only about 65-70 degrees in the summertime. You’ll have the opportunity to spot lots of bright orange Garibaldi, California’s State Fish, sea lions, stingrays, and lots more.

Check out Diving Catalina to arrange for a dive trip or snorkel tour.

Make sure you leave some time to recover and soaking in the ocean instead of an ice bath is one of our favs here in Hamilton Cove!

Where to Stay on Catalina for a Biking Trip

There are lots of options for where to stay in Catalina, whether you select a hotel, Airbnb, or camp! Check out LoveCatalina.com to check rates and availability. Bike packing and camping on Catalina could be a great adventure. Just make sure to reserve a Catalina campsite well in advance!

Where to Eat: Dining out in Catalina

Bluewater Grille
Steve’s Steakhouse- great fine dining with views over the harbor. Say hi to Steve for us!
Cafe Metropole
Maggie’s Blue Rose
The Lobster Trap- you can also pick up fresh fish here to go!
Avalon Grille
Descanso Beach Club– just north of Avalon, this is a great spot to enjoy the beach, cocktails by the ocean, and a nice dinner!
Toyon Grille- just next to the Catalina Island Conservancy shop.

Other Things to Do on Catalina

There’s lots of free beach access, but we recommend walking or biking to the Descanso Beach Club, Hamilton Cove, or Lovers Cove to escape the crowds in Avalon. Bring your snorkel gear as the water is quite clear but cold!

There are lots of campsites available across the island, but be prepared for dirt and sandy spots, and not very much shade!

More Resources to Help You Plan Your Catalina Trip

Love Catalina Island
Catalina Above and Below– check out their Instagram images or reach out for Island Tours!
SoCal Bike Tours: Mountain Biking on Catalina

Want more travel tips? Read more of Top Rope Media’s travel blogs:

Keep up on our latest adventures by subscribing with your email below, or follow us on Instagram, F acebook, or Twitter.

Until next time, happy traveling!

– Meredith McConvill

The post Bike Catalina: Travel Tips for Mountain Biking and Gravel Riding in Paradise appeared first on Top Rope Media.

How to Find the Right Brand Ambassadors and Content Creators For Your Brand

Meredith — Tue, 11 Dec 2018 20:06:11 +0000

Navigating the World of Brand Ambassadors, Influencers, and Content Creators

In our last influencer and brand ambassadors blog, we reviewed the basics of working with brand ambassadors, influencers, or content creators. However, here are a few more questions to ask yourself or your team:

Were you clear in the expectations you set for your ambassadors?
Did you communicate regularly with them?
Do your ambassadors or content creators use your brand hashtags, and have clear guidelines on your brand style/voice? If not, create a style guide and share it with them when they sign up.

Sarka Pancochova is one of our favorite snowboarders, working hard on and off the mountain to support the brands that allow her to do what she loves.

With over two decades of marketing and fundraising experience for athletes, outdoor and adventure lifestyle brands, I’m here to walk you through everything you need to find the right brand ambassadors that will influence your bottom line.

Before we jump in if you want to learn more, check out some of the projects we’ve done for our brands and ambassadors.

Identify The Type Of Brand Ambassadors or Influencers You Are Searching For

Here are a few different types of ambassadors and influencers you’ll encounter:

Fans & Customers:

A simple yet effective form of influencer marketing is converting your customers into fans and your fans into ambassadors. There are lots of ways to do this. You can reach out to individuals who consistently purchase your products and engage on social media, or you can target all of your fans with giveaways or special coupons for sharing. No matter what, the goal is to create a crew of brand champions.

Employees:

Your employees are likely some of your biggest fans! Leverage this by giving them your products, deep discounts on services, and branded items they wear or display. Have them submit monthly photos or videos to share across your social channels.

For example, Mesa Rim Climbing & Fitness, where I was coaching little kids 2 days a week before COVID-19, takes great care of me as an employee by providing me with apparel, gear, and professional development opportunities. They’re also great at engaging with my social posts, and often feature employees’ climbing adventures in their social media feed!

Micro-influencers:

This will be the bread and butter of any influencer marketing campaign. Micro-influencers are often people with less than 25k followers. They can be vloggers, bloggers, YouTubers, Instagram stars, etc.

For example, many of the influencers we work with are athletes and adventurers with less than 25K followers. However, most of their followers are in the same niche. In addition, because they have smaller, more intimate followings, they have a greater influence over those who follow them.

They’re also more likely to engage with their fans by responding to messages or comments giving you more bang for your buck.

For 17 years pro mountain biker, Jeff Lenosky has been an incredible brand ambassador for Giant Bicycles. Jeff has traveled the world, not only to showcase his skills and teach others how to do them via his Trail Boss YouTube channel, but to also get more kids on bikes.

Things To Ask Yourself When Shopping Around for a Brand Ambassador

Once you have an idea of the right types of ambassadors to look for, you can begin looking at individual influencers. As you do this, you should ask yourself a few more questions:

Do their posts align with your brand?

You may find influencers with the right audience, the right reach, and within your budget, but they still may not be optimal for your brand. For example, if your brand highly values community service and giving back, it’s important to find an influencer who does too.

Do they feel authentic?

Maybe they are not getting thousands of likes, but they have great engagement and come across as a real person you might be friends with. Another question to ask when considering authenticity is, “Would I buy an item they’re promoting?” Look at their post history to find out.

What is their rate for sponsored posts/ads?

If you think an influencer is right for your brand, the next thing to find out is if you can afford them. This is why it’s important to know your budget before reaching out to influencers.

If an influencer is out of your price range right now, don’t worry. Build a good relationship with them. Stay in touch, follow their journey, like and comment on their pictures, videos, etc. It works both ways after all.

Are they eager to do the work on and off social media?

As a brand ambassador, will they promote your brand at trade shows, retail locations, and help you organize in-person and virtual events? If yes, then this is huge! How many bike shops do you know that enjoy organizing monthly bike maintenance clinics, let alone picking up the bagels and coffee for the weekly shop ride?

Here’s a great example. We were sad that one of our favorite industry trade shows, CABDA, was virtual this year due to COVID-19. However, we tuned in for the education and networking sessions. We watched the presentation below on how a bicycle shop could grow its female customer base.

During the presentation, we realized that the presenter, Sheri Rosenbaum, not only provided tons of tips on how to level up your bike shop. In addition, she showed us what a brand ambassador could do. And we think she would be the perfect partner for any bike shop or bicycle brand that is looking to reach more women. Listen and learn from Sheri!

3 Steps To Find the Right Brand Ambassadors

If you’re like me, you’re an adventurer. This means you didn’t come here for a good read, you came here for an action plan! You don’t want to look at pretty pictures of mountains. You want to feel the granite on your fingertips.

And just like scaling mountains, there isn’t one route to the peak of an influencer marketing strategy.

Depending on your needs, budget, industry, marketing approach, and more, you may take the scenic route or you may be in a hurry to get to the top.

1. Pay To Play: Paying for Ambassadors and Influencers

For those who need a quick and easy solution, use an app or service like Brand Ambassador or BrandSnob. Platforms like these make it easy to find influencers, however, costs can add up fast, and building authentic relationships with ambassadors in this way can be challenging.

When I saw CardiB’s post below I immediately thought…How much did it cost to create these arrangements and ship them to her? Does Venus Et Fleur have an influencer agreement with CardiB and if so how much did they pay to work with her?

Either way, when CardiB shared this to her network of over 37.5 million followers, you can bet she’s going to increase revenue, especially if these roses do last for a year!

When rap superstar CardiB posts about her Venus Et Fleur delivery, she’s driving sales. Big time. Hmmm…who wouldn’t love some fresh cut flowers that last a year?!?

Brands paying for product endorsements are nothing new. But, social media has created a whole new world where anyone can rise to fame. Want to check out the funny, raw, yet stark reality of social media celebrities? Well, The American Meme on Netflix, featuring Paris Hilton, Josh Ostrovsky, aka The Fat Jewish, and Brittany Furlan will give you plenty to think about.

2. The Long And Prosperous Route to Get Good Brand Ambassadors

At Top Rope Media, we think of influencer marketing like backpacking. To get the best results, to see the most beautiful and untouched terrain, you have to plan. Prepare. And, be willing to walk – a lot!

And ok, the metaphor only goes so far. You don’t have to do any actual walking to create your influencer marketing strategy. But it does take time to find and build relationships with the right influencers.

If you can be patient, and think long-term, you’ll find the investment is worth it when your ambassador is connected with your brand for years to come.

Try to think of Michael Jordan without having an image of the Nike swoosh come to mind. That’s the power of influencer marketing. To get results on the ‘Long and Prosperous Route’, here are the steps to take:

Unleash the Hounds:

Digital hounds that is. Start sniffing around the web by setting up Google Alerts for content creators or featured stories in your space. Our favorite social channels to search on? Instagram, Pinterest, and YouTube.

Pro Tip: Search for blogs and videos that already mention your brand. These creators are likely fans already. Meaning they’ll be much easier to convert into ambassadors.

Hashtag #Winning:

Hashtags are a great way to find social media users posting about brands like yours. Because hashtags can get very specific, you can focus on exactly the type of content creators you’d like to work with.

Not sure what hashtags to search for? Follow some of your competitors and see what types of posts they make. And as a bonus, what types of content creators they use as ambassadors.

Study a Trail Map:

You can think of platforms like Hookit as your trail guide in the influencer marketing world- especially if you want to work with athletes. Hookit allows you to see which audiences a content creator is reaching, and how well they’re performing. However, be prepared to pay a hefty price for services and apps such as this.

Reach Out and Say Hello:

Once you’ve narrowed your choices down to about a dozen candidates, it’s time to reach out. A personalized direct message or email showing you understand the influencer and their audience.

Before reaching out though, have a plan and process in place. Create an agreement for the influencer to sign, even if it’s just a simple one-pager. By placing an offer in their hands instead of just saying, “Hey, we love your stuff and want to work with you”, you’ll allow them to quickly accept your offer, or open it up to negotiating specifics.

Effective influencers get tons of offers. So, the easier you make it for them to say yes, the easier it will be for you in the long run.

Rinse and repeat:

Once you’ve gotten the first ambassador down it becomes a lot easier to get more. Plus, you’ll have more insight into the types of content your customers crave. Meaning you’ll be able to be more specific and selective in who you choose.

It’s important not to fall into a rut though. Keep experimenting and testing the boundaries of what works!

Communicate and Evaluate:

This is also a reason why you need someone managing your brand ambassador or influencer program. They should not only be communicating regularly with your ambassadors on Facebook, Snapchat, Pinterest, Instagram, or YouTube. In addition, they should be looking at the data, running weekly and monthly reports to see who is performing.

Applications like Iconosquare and of course Google Analytics can help you understand if the influencer you’re investing both your time and money in is actually converting to sales.

Sterling Rope Ambassador Mark Smiley gives a review of Sterling’s Dry XP Rope from the top of Mt. Baker! As a climber, I’m paying attention, and you can bet his testimonial will influence my purchasing decision!

3. Look Within

No ‘look within’ isn’t a Zen quote. Ok, maybe it’s that too. But, it is an opportunity to find brand ambassadors closer to home than you ever dreamed possible.
That’s right! Brand ambassadors don’t have to be niche ‘celebrities’. They can be your loyal customer. Here are a few places to start:

Customer base:

Start by looking at your customer base, your social media engagements, and your email subscriber list. Notice someone who buys from you frequently or avidly shares your posts on Facebook? Well then, offer them a coupon or limited-time offer in exchange for sharing and leaving a review.

Another effective strategy is to offer discounts for referrals.

Analyze the data:

Google Analytics can also help you find potential ambassadors. Perhaps your data shows that a well-known blogger loves mentioning and linking to your cycling kits. Or, an Instagram star won’t stop posting selfies wearing your brand’s stylish new sunglasses.

Need help figuring out your Google Analytics and how to see where your website traffic is coming from? Just holler!

Either way, drop them a thank you DM (direct message). In addition, you can offer to send them your next design to take out for a test run!

How To Find A Brand Ambassador: Survival Gear

Here’s a recap of some of the tools mentioned in this article and more:

Google: Every influencer on the internet, right at your fingertips.
BrandSnob.co: An easy way to find and hire influencers.
Hookit: A platform to research and track influencer performance.
Facebook Pixels: A tool to track and monitor the performance of influencer posts on Facebook.
Google Analytics: Use Google Analytics to track your traffic to find your fans.
Influitive: A software allowing you to easily reward customer referrals.
TINT: Use TINT to easily display moderated streams of content created by your brand ambassadors.
Hootsuite Amplify: Hootsuite Amplify is a software that encourages employee-generated content.
Dynamic Signal: Distribute content to employees making it easy for them to share.
Fivestars: Create custom rewards programs to motivate brand loyalty and advocacy.

Your customers can often be your best ambassadors, and Eliel Cycling has some amazing riders in their team kits throughout Southern California.

The First Ambassador And Beyond

So, if your brand is looking to turn customers into fans. Reach a new audience. Or, just increase revenue. Then a brand ambassador program or influencer marketing has a place in your marketing strategy.

Why? Ambassadors generate sales, create content, and extend brand awareness. Therefore, this makes them an effective and affordable long-term strategy.

Of course, to maximize success you need to manage them correctly, so make sure to do your homework and know what to expect.

If you need support developing or running an influencer program, contact us today!

Stay Tuned

We love developing brand ambassador programs and influencer marketing! In fact, we have written more content:

To learn more about what we at Top Rope Media do on the regular, follow our adventures on Instagram, Facebook or Twitter. Until next time!

– Meredith McConvill

The post How to Find the Right Brand Ambassadors and Content Creators For Your Brand appeared first on Top Rope Media.