Holiday Marketing Campaigns: Tis the Season to Sparkle

We just went to our first Christmas Market here in Europe, and it’s barely November 15th!  The festive piazza in Asti was packed with little wooden cottages, each decorated in red, white, and green.  The smell of cinnamon, evergreen, and fresh Christmas pastries wafts through the chilly evening air.  Personalized stockings and ornaments, mugs of mulled wine, and a little bit of holiday cheer.  Small, local brands with well-designed holiday marketing campaigns are capturing seasonal shoppers, and you can too.

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

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

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

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

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

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

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

Holiday Spending Projections in the U.S. and Europe

This year’s holiday spending is expected to continue an upward trend, but this is in part due to inflation, not just increased spending.  Total U.S. holiday retail sales are projected to hit $1.01–$1.02 trillion.  That’s a 3.7%–4.2% increase compared to last year.  Spending on gifts for yourself, or ‘self-gift spending’, is up, along with spending on travel and wellness.

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

Here’s more categories expected to see an increase:

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

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

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

The 4 Best Channels to Advertise Your Holiday Marketing Campaigns

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

1. Social Media Ads

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

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

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

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

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

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

Gift Shopping & Ideas

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

Deals & Discounts

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

Holiday Travel

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

3. Email Marketing

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

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

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

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

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

5 Holiday Marketing Campaign Themes and Trends

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

1. Sustainability and Ethical Marketing

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

2. Personalization

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

3. Early Shopping

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

4. User-Generated Content

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

5. Experience Over Products

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

5 Unique Holiday Marketing Campaign Ideas

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

1. Gift Packages:

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

2. Gift Cards for Activities + Experiences:

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

3. Holiday-Themed Giveaways:

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

4. Christmas Gift Guides:

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

5. Seasonal Outdoor Events:

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

Final Thoughts on Holiday Marketing Campaigns

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

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

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

Thanks for reading, and happy gift-giving season!

Meredith Caccese McConvill, Top Rope Media

How AI Search Tools are Killing Website Traffic for Small Businesses

The rise of using artificial intelligence to help you discover something, like using the AI search tool Google Gemini, is transforming how people access information online.  Traditionally, small business websites relied heavily on organic search traffic from Google and other search engines to bring in visitors.  However, AI-powered tools are changing this dynamic—often reducing the need for users to click on websites at all.  In this blog, we will cover what has changed with AI search tools and what small businesses must do to compensate.

AI Search Tools: Fewer Clicks, Fewer Visitors

One of the most significant developments with AI search tools is how search engines like Google are incorporating AI-generated answers directly into search results.  Google Gemini, for example, provides AI-powered summaries at the top of the results page, answering user queries instantly without requiring them to visit a website.  This means fewer clicks for content creators and businesses that depend on search traffic!

For instance, if someone searches for the “best way to train for a marathon,” they may receive an AI-generated training outline right on the search page!  Previously, they would have clicked on a blog or a coaching website to get this information.  Now, AI-powered search tools deliver an answer in seconds, and the user moves on without ever visiting a single site.  What about travel planning?  Typically you might use a site like TripAdvisor or Kayak, but now you can have ChatGPT plan a 10-day itinerary to Italy, and you can book hotels and flights all without leaving Google!

This shift has significant implications for businesses that rely on search traffic to generate leads, sell products, or monetize their content.  Websites that used to rank high in Google’s search results may now see a decline in traffic because users are getting what they need directly from AI-generated summaries.

Website search traffic is beginning to take a hit thanks to AI search tools like Google Gemini.

Examples of How AI Search Tools are Replacing Traditional Website Visits

Beyond search engines, AI search tools are also replacing visits to specialized websites.  In many cases, these AI-powered solutions provide free services that would have previously required a paid subscription or expert consultation. Below are some examples of how these Ai-powered changes are affecting the outdoor, health & wellness, and travel industries.

1. AI Search Tools for Training Plans and Coaching

Endurance athletes—runners, cyclists, triathletes—often turn to expert websites, blogs, or coaching platforms for personalized training plans. However, AI-powered tools like ChatGPT and Google Gemini can now generate detailed training schedules based on an athlete’s goals, fitness level, and race date—all for free.

For example, an athlete might ask an AI chatbot:
“I want to run a marathon in four months. I currently run 20 miles per week. Can you create a training plan for me?”

Instead of visiting a website that offers pre-made or paid training plans, the user gets a customized plan instantly, with weekly mileage, speed workouts, and long-run recommendations.  This eliminates the need to browse multiple coaching sites or pay for premium plans!

2. AI Search Tools for Outdoor Gear and Product Recommendations

Many businesses that sell gear, apparel, or other products rely on SEO-driven traffic to attract customers.  In the past, someone searching for “best cycling shoes for long rides” would click on review sites, blogs, or e-commerce stores.

Now, AI chatbots can provide detailed recommendations on outdoor gear based on aggregated reviews, user preferences, and past purchasing behavior.  A user can simply ask, “What are the best cycling shoes for endurance rides?” and receive a detailed answer—without ever visiting a product review website!

3. AI Search Tools for Travel Planning

Many of us use travel websites like Expedia, TripAdvisor, Get Your Guide, or Viator to help plan our next adventure.  We get customer reviews, pricing, photos, detailed itineraries and can often book directly from these aggregate websites without a need to go directly to a hotel or adventure travel company’s website.  Now however, AI search tools like ChatGPT, Google Gemini,Google Travel, and Google Flights can help you organize travel plans, create an itinerary and even book flights, often without even leaving Google!

4. AI Search Tools for Customer Support

Traditionally, people would visit company websites for FAQs, support articles, or live chat assistance.  Now, AI-powered virtual assistants and chatbots can handle many of these inquiries.  If someone needs troubleshooting help with a device or software, AI can generate a step-by-step solution in real time, reducing the need to visit support pages or forums.

The Business Impact of AI Search Tools on Your Website Traffic and How You Can Adapt

As AI search tools become more sophisticated, your website will likely see declining visitor numbers.  This shift forces your small business along with content creators to rethink their strategies.  Here are a few ways you can adapt:

1. Focus on Unique, In-Depth Content:

AI can summarize general knowledge, but it struggles with deep expertise, original research, and niche insights. Create content that AI can’t easily replicate.

2. Diversify:

Instead of relying on search engine-generated website search traffic, focus on adding other ways to engage with and reach your intended audience.  Email marketing, paid advertising, social media marketing, and public relations.

3. Leverage AI Instead of Competing Against It:

Integrate AI tools into your website, like AI-generated FAQ sections and chatbots to offer personalized recommendations or interactive features that keep users engaged.

4. Offer Direct Booking Discounts:

Offer a discount of 10-15% if someone books or buys directly on your website!

Final Thoughts on How Your Small Business Can Cope with AI Search Tools

While AI search tools may reduce traditional visits to your website, it’s unlikely that your website visits will disappear entirely.  Instead, the role of your website needs to evolve.  Focus on offering value beyond what AI search tools can provide—whether through exclusive insights, interactive experiences, or personal engagement.

The key takeaway?  AI is changing how people access information, and small businesses must adapt to stay relevant in this rapidly shifting digital landscape.  For more on how to use AI Tools to your advantage along with why SEO is so important, here are a few other blogs:

• How to Use ChatGPT for Social Posts
• Using AI for Blog Posts
• How to Improve SEO and Why It’s So Important

Thanks for reading and happy searching!

Meredith C. McConvill, Top Rope Media

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!

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:

• The Best Tradeshows in the Outdoor Industry

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

• Top 10 Travel Trade Shows for Tour Operators, Hotels, & Destinations
• B2B vs B2C Marketing Strategies: What’s the Difference?

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

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

– Meredith McConvill, Top Rope Media

Get to Know Your Competition: 5 Easy Steps to Conduct Market Research & Create a Competitive Analysis

As a small business in travel and tourism, action sports, or outdoor recreation, how do you know what your competitors are up to?  You need to start by understanding the landscape- not just the literal one your customers explore, but the competitive landscape for your product or services. 

Conducting market research and doing a competitive analysis might seem daunting.  However, in this blog, we’re walking you through 5 easy steps to conduct market research and create a competitive analysis.  Here are the 5 Steps we’ll cover to help you craft better marketing strategies:

1. How to Examine Competitor’s Customer Reviews
2. Analyzing a Competitor’s Messaging and Branding
3. Studying Your Competitor’s Social Media and Digital Marketing Channels
4. How to Monitor Brand Engagement
5. How Attending Industry Events and Tradeshows Can Help You Spy on the Competition

Why Perform Market Research?

From email marketing to paid ads, we can teach you all the tricks to be strategic with your marketing efforts.  However, it’s often time spent getting to know the demographic you’re targeting, and what your competitors are up to that will give you an edge.  Standing out isn’t just about having a great product or destination.  By performing market research and studying your competitors, you gain insights that allow you to differentiate your brand, anticipate trends, and meet your audience’s needs better than anyone else!

Here are 5 actionable ways to analyze your competition and examples of how travel, tourism, and outdoor industry brands can apply these strategies effectively!

1. Examine Competitor’s Customer Reviews as Part of Your Market Research

Online reviews are a key aspect of market research as they provide a goldmine of information about what customers love and dislike about your competitors.  Pay attention to recurring praises and complaints—these highlight strengths to emulate and weaknesses to avoid or capitalize on.

Where to Look for Your Competitor’s Product Reviews

• Google Reviews
• Reviews on their website
• Yelp Reviews
• Trip Advisor, Viator, Hotels.com, Airbnb, and other review sites
• Industry Publications and Journalists

Example #1: An adventure travel company might read competitor reviews and find frequent complaints about slow or unclear check-in processes.  By streamlining your check-in experience through digital tools or concierge services, you can promote “hassle-free tours or vacations” as a key differentiator.

Example #2: Glowing reviews about your competitor’s tour guides being exceptionally knowledgeable could inspire your creation of a quarterly team training to ensure your team matches or exceeds the standards!

Ask the Locals

Lastly, you can get reviews of your competitor’s products or services firsthand from locals in the particular region you operate in or are targeting.  How do you do this?  Rent mountain bikes at the local bike shop.  Pick up a guidebook at a gear or tackle shop.  While at the shop, ask for recommendations on the staff’s favorite gear, what tour operators are in the area, best hotels nearby…whatever space you play in, get some feedback on what they like and what sells.

Trip Advisor and Yelp will show you competitors’ reviews, but the locals will give you better feedback!

Horseback riding across the high windswept plains in Cotopaxi National Park was a breeze thanks to the team at Tambopaxi Lodge! They brought us gloves, ponchos, a guide, and two horses right to our accommodations all for $40US dollars per person for a 90-minute ride. 5 stars for hassle-free day trips and activities!

2. Analyze Competitor’s Messaging and Branding as part of your Market Research

What tone and messaging do your competitors use?  Are they adventurous and bold, family-friendly, or luxurious?  Understanding how your competitors position themselves helps you find opportunities to carve out a unique voice in your industry.

Here are a few ways to become more familiar with your competitor’s messaging and branding

• Sign up for their Email Newsletter and read it
• Use SEO tools like SEM Rush
• View their Website

Example #1: As an outdoor gear or adventure travel provider, you might discover that competitors market rugged, extreme adventures in their blogs and emails.  To stand apart, focus on the casual outdoor enthusiasts by emphasizing ‘comfort’, ‘accessibility’, and products or tours that are ‘beginner-friendly’.  A tagline like “Adventure Made Easy” can resonate with a less intense, yet substantial market segment!

Example #2: We work with a client in the avalanche education space and we noticed that so many people cross through the backcountry gates at resorts like Vail and Park City, yet do not have avalanche safety gear.  We then conducted some market research and found that Black Diamond, Patagonia, Salomon, and Burton…all these outdoor brands make gear for backcountry adventures yet offer no avalanche education piece to go with it.  We decided to get educated, took an Avalanche Education Class, and then wrote a blog on how to stay safe while traveling in avalanche terrain.  In addition, we supported our clients at the American Avalanche Institute by helping them create educational videos, blogs, and Instagram Live pieces for backcountry travelers.

Invest some time getting to know what messaging and branding your competitors are featuring this season and look for the gaps.  For more on market research tools, marketing technologies, or how to improve SEO on your website, read our blog: How to Improve SEO and Why It’s So Important.

These climbers not only kick ass, but they’re also helping their favorite brands, like Petzl, create brand awareness and showcase products in use.

3. Study their Social and Digital Marketing Channels

Start your market research by exploring where your competitors are most active.  Are they dominating Instagram with breathtaking travel photography?  Are they leveraging brand ambassador content or using SEO to rank high for adventure travel keywords in their blogs?  By identifying which channels your competitors prioritize, you can refine your strategy and uncover gaps they’re leaving unaddressed!

We know spending time on social media can be exhausting.  Yet by investing an hour each month into a few key competitors, you can develop knowledge to drive marketing strategies.

Digital Marketing Channels to Use for Market Research on Your Competition

• Facebook
• YouTube
• LinkedIn
• Instagram
• X (Twitter)
• TikTok

Example: A travel agency specializing in eco-tourism might notice that a competitor’s blog ranks for “best sustainable travel destinations” but has minimal YouTube presence.  By creating a YouTube series featuring eco-friendly travel tips and tours, you can capture an audience that prefers video content, filling a gap in the market.  We helped our client High Mountain Gear start up a YouTube Series so people could get to know the Founder, Kyle Willis, and the why behind his products!

If posting authentic and engaging photos and videos is a weak area for your travel or outdoor brand, we’ve got two DIY blogs that can help:

• How to Take Good Photos to Market Your Business
• How to Create Videos for YouTube or Social Media

As a small business, you may not have the budget to work with a photographer or videographer on a regular basis. So you and your team need to learn how to take better photos and videos!

4. Monitor Brand Engagement in Your Market Research

Analyzing a competitor’s marketing not only reveals what they post but also what engages their audience.  Look for patterns in the types of posts that generate high engagement and note the comments and questions.

Where to Find Engagement Metrics

• Social media accounts
• Review sites like TripAdvisor and Viator
• Travel forums

Example: You may notice that a competitor’s wildlife photos or landscape shots receive higher engagement than posts with people or products.  Armed with this insight, you could plan regular posts showcasing the scenery, animals guests might spot if they sign up for your tour, or furry friends that come to visit your destination with their human counterparts. Or, if you’re pet-friendly, make this a priority to feature it as so many people travel with their fur babies these days!  Build emotional connections with followers and encourage conversations.

Additionally, identifying where a competitor’s audience engages the most should be a part of your market research in this category.  If their Facebook page outshines their X (Twitter) account, it’s a sign of where their audience’s priorities lie.  For more on how to engage on social, read: Best Social Media Practices.

Beautiful imagery of your destination with hints of things to do while a guest visits can immediately inspire. Draft engaging copy for your potential customers to go along with the photos or videos. Ask your audience if they’ve been, and if so what was their favorite part!

5. Attend Industry Events, Tradeshows, and Local Happenings as Part of Your Market Research

Tradeshows, expos, and local networking events are prime opportunities to learn directly from competitors and conduct market research. Take note of your competitors’ booth designs, giveaways, presentations, and interactions with attendees. Observing how your competitors market face-to-face can provide valuable inspiration for your campaigns!

Example #1: During a trip to Ecuador’s Andes Mountain Range or to the Costa Brava, the ‘Wild Coast’ of Spain, we ride bikes, hike, and rock climb, but we’re also looking at what’s trending.  From gear bags to apparel, climbing shoes to kombucha.  This is adventure travel and networking, but it’s also market research as it gives us fresh ideas for upcoming client campaigns. Make time in your travels to visit local bike shops, talk to mountain guides, and browse the brochures at your hotel to see what adventures and activities are being promoted.

Example #2: As an adventure travel company attending Outdoor Retailer or ITB Berlin, you might see a competitor with a plain-looking booth and just a banner with one person standing in front of it.  To help you stand out, your next booth could showcase videos of your destinations or tour packages in the background. You could create interactive 360-degree videos for both live events and digital campaigns!

If you haven’t yet had a chance to read our blogs about the Best Tradeshows and Events, check ’em out below:

• Best Tradeshows in the Outdoor Industry
• Top 10 Travel Tradeshows for Tour Guides, Travel Agents and Destinations 

Take note of what your competitors are doing at tradeshows and events. These therapy dogs drew in so many visitors to a booth, and kept people engaged and at the booth longer during presentations!

Next Steps in Your Market Research and Competitive Analysis

Once you’ve gathered insights from these 5 approaches, it’s time to put them into action!  Here’s how:

Create a document with your findings for each of the steps mentioned above.  Use this information to differentiate or improve your offerings. Use what you’ve learned in your market research and competitive analysis to highlight what sets you apart.  If competitors focus on extreme adventures, emphasize family-friendly activities.  If they’re hands-off, AI-driven, and tech-forward, go the extra mile in personalized customer service!

Optimize your marketing spend and utilize digital marketing and social media channels that can give you more engagement.  By understanding which channels your competitors prioritize, you can focus your resources on areas with high potential returns or underutilized opportunities!

Refine your customer experience and gain more 5-star reviews.  Insights from reviews and social media can help you understand what customers value most.  Double down on delivering exceptional service to build loyalty and earn positive reviews!  For more on improving your product reviews or to find out what the public is saying about your brand, read our blog: How to Generate Good Press: The Power of Public Relations.  You can also use tools like:

• SEM Rush
• Google Search Console

Final Thoughts on Finding Success Through Market Research and Competitive Analysis

Several brands have excelled by closely analyzing their competition.  For instance, Airbnb’s rise involved studying traditional hotel chains and targeting unmet needs such as authentic local experiences and unique accommodations.  Similarly, REI has thrived by recognizing a gap in the outdoor recreation market where people want to go into a store to touch, feel, and try on products before they purchase.

In the travel, tourism, and outdoor industries, success often hinges on identifying what others are doing—and what they’re not.  When you understand your competitors deeply, you can position your brand to offer something truly different.  Whether you’re promoting destinations, gear, or experiences, knowing your competition isn’t just smart—it’s essential. Take the time to explore your competitor’s strengths and weaknesses, then channel that knowledge into creating campaigns that inspire your audience.

Ready to outpace the competition? Let’s make it happen.  Drop us an email and let’s chat about how we can support you with market research and creating a competitive analysis!

Meredith McConvill, Top Rope Media

Harnessing the Power of a California Office Of Outdoor Recreation

California is known worldwide for its diverse and stunning outdoor experiences. From the towering peaks of the Sierra Nevada to the serene shores of the Pacific Ocean, the state offers unmatched opportunities for adventure, exploration, and connection with nature. But despite its natural assets, California lacks a centralized strategy to promote and capitalize on outdoor recreation as an economic and cultural powerhouse.

Establishing a state-funded Office of Outdoor Recreation could change that driving economic growth for outdoor recreation, supporting recreation and tourism infrastructure, bolstering up rural economic tourism, and guiding the expansion of the state’s current Outdoors for All Plan to foster the growth of a more diverse and equitable outdoor community.

At Top Rope Media, we see this initiative as more than just a legislative effort. It’s a golden marketing opportunity to position California as the global leader in outdoor recreation. Here’s why it matters and how it can transform California’s brand.

What Is an Office of Outdoor Recreation, and How can it Help a State Elevate its Brand?

An Office of Outdoor Recreation is a dedicated state-level entity designed to oversee, promote, and enhance outdoor recreation. These offices have been established in over 20 states, each tailored to support local economies, improve access to outdoor spaces, and amplify the state’s recreational brand.

From a marketing perspective, these offices create a framework for:

• Unified Messaging: By centralizing efforts, the office ensures consistent branding that resonates with residents, tourists, and businesses alike.
• Tourism Promotion: Strategic campaigns attract visitors by highlighting signature outdoor experiences.
• Business Partnerships: Collaboration with local businesses, gear manufacturers, and adventure providers boosts economic activity and creates shared marketing opportunities.
  
  For California, the creation of such an office represents the chance to elevate its outdoor recreation narrative and compete with other states actively investing in their outdoor economies and utilizing an OREC to unify the outdoor economies in their state.

California’s Untapped Potential: A Brand Opportunity

California’s diversity is its greatest strength. Yet, without a unified voice, the state’s outdoor recreation assets remain fragmented in their promotion. While national parks like Yosemite and Death Valley are household names, lesser-known gems often go unnoticed.

An Office of Outdoor Recreation could:

Position California as the Outdoor Capital of the World: California is home to the largest outdoor economy in the country with $81.5 billion economic spending annually and 545,448 direct jobs. California’s outdoor recreation economy grew 8.9% last year and has grown an average of 5.9% since 2012. However, California currently ranks 26th in the country for year over year end growth for its outdoor recreation economy.

• • Create a cohesive brand identity that highlights the state’s year-round recreational opportunities—from winter sports to summer surfing.
  • Showcase the diversity of activities, catering to everyone from extreme adventurers to family vacationers.
  • Improve outdoor recreation infrastructure and program investments throughout the state.

Drive Inclusive Marketing Campaigns

• • Highlight lesser-known destinations to distribute tourism dollars more evenly.
  • Promote equitable access to outdoor spaces, appealing to a broader audience.

Leverage California’s Values

• • Emphasize sustainability and conservation from a “Leave No Trace” ethics perspective in all marketing efforts, aligning with the state’s environmental and biodiversity ethos.

Case Studies: Marketing Success from Other States

States with established Offices of Outdoor Recreation have demonstrated the power of strategic investment in outdoor recreation. Let’s explore how they’ve leveraged these offices to achieve economic and marketing success:

The Marketing Power of a California Outdoor Recreation Hub

Creating an Office of Outdoor Recreation in California could unlock unprecedented marketing opportunities. Here’s how:

California Outdoor Recreation Partnership (CORP) represents the collective interests of member organizations and programs within California, focused on politics, policy direction and funding in support of the active outdoor recreation industry. CORP educates legislators about the role that our industry plays in improving economic opportunity, community health and welcoming a diversity of outdoor enthusiasts across our great state.

CORP recognizes that the success of this initiative depends on effective community engagement. How do we reach and gain the community’s support? Marketing efforts. By creating compelling narratives and leveraging California’s natural assets, CORP aims to build widespread support for the office—from legislators to all Californians.CORP recognizes that the success of this initiative depends on effective community engagement. How do we reach and gain the community’s support? Marketing efforts. By creating compelling narratives and leveraging California’s natural assets, CORP aims to build widespread support for the office—from legislators to all Californians.our diverse state.

How CORP Is Leading the Charge

California Outdoor Recreation Partnership (CORP) is at the forefront of this movement. As advocates for the creation of a state-funded Office of Outdoor Recreation, CORP is building a coalition of businesses, tourism boards, non-profit organizations and community stakeholders who understand the transformative potential of this initiative.

CORP’s Vision

CORP envisions an Office that:

• Drives Collaboration: Bringing together stakeholders from across the across our diverse state.
• Inspires Innovation: Using technology and investments to help foster new growth in the outdoor recreation community and industry by creating programs to support new ideas reanging from start-up companies to outdoor equity programs..
• Advances Equity: Ensuring all Californians have access to outdoor experiences, including bringing the outdoors closer to park-poor communities.. 

Why Marketing Matters

CORP recognizes that the success of this initiative depends on effective community engagement. How do we reach and gain the community’s support? Marketing efforts. By creating compelling narratives and leveraging California’s natural assets, CORP aims to build widespread support for the office—from legislators to all Californians.

California Outdoor Recreation Partnership (CORP) represents the collective interests of member organizations and programs within California, focused on politics, policy direction and funding in support of the active outdoor recreation industry. CORP educates legislators about the role that our industry plays in improving economic opportunity, community health and welcoming a diversity of outdoor enthusiasts across our great state.

Support the Future of California’s Outdoor Economy

The time to act is now. As California Outdoor Recreation Partnership works tirelessly to bring this vision to life, your support is critical. Here’s how you can get involved:

• For Businesses: Non-Profit Organizations, Government Agencies, and Destination Marketing Organizations: Join CORP’s coalition to advocate for the office and explore partnership opportunities.
• For Tourism Professionals: Leverage this initiative to enhance your own marketing efforts.
• For Outdoor Enthusiasts: Spread the word and support CORP’s campaigns to make outdoor recreation more accessible for all Californians. You can also become an individual member of CORP.

California has always been a leader in innovation and culture. With the creation of a state-funded Office of Outdoor Recreation, it can lead the way in outdoor recreation too—capturing the hearts and minds of adventurers worldwide.

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