The Best Tradeshows in the outdoor industry in 2026

 

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

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

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

 

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

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

 

 

Best Tradeshows and Festivals for Outdoor + Lifestyle Brands:

 

1. Sea Otter Classic:

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

 

2. GoPro Mountain Games:

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

 

3. Outdoor Retailer- The OR Show:

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

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

 

4. CES- Consumer Electronics Show:

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

 

5. Eurobike:

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

 

6. Overland Expo:

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

 

7. ProWinter and the Ski Industry Climate Summit

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

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

 

8. Ouray Ice Festival:

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

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

 

9. ICAST:

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

 

10. Ironman World Championships:

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

 

11. CABDA Show:

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

 

12. Surf Expo:

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

 

13. Connect by grassroots:

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

 

14. FITUR at IFEMA Madrid

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

 

15. The Outside Festival:

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

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

 

16. IPSO Munich

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

 

17. Taipei International Cycle Show

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

 

18. Snowbound Expo:

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

 

19. Bentonville Bike Fest:

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

 

20. Colorado’s Summer off-road events:

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

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

 

 

The Best Tradeshows Might Actually be a Sporting Event or Festival

 

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

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

 

The Best Tradeshows for an International Audience

 

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

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

 

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

 

 

Outline your Best Tradeshow Marketing Game Plan

 

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

 

1. What are your tradeshow costs?

 

First, add up your costs to attend each tradeshow:

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

 

2. What audience does the tradeshow serve?

 

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

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

 

3. Can you set up meetings at each tradeshow?

 

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

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

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

 

 

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

 

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

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

 

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

 

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

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

 

Here are a few other ideas we’ve used:

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

 

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

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

 

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

 

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

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

 

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

 

 

 

Final Thoughts on the Best Tradeshows for the Outdoor Industry

 

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

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

 

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

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

 

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

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

– Meredith Caccese McConvill, Top Rope Media

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

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

 

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

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

 

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

 

In this blog, we’ll cover the following:

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

 

benefits to outsourcing your marketing 

 

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

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

 

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

 

 

How to determine your marketing costs

 

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

 

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

 

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

 

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

 

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

 

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

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

We’ll review each below.

 

1. Connect with a freelance marketing specialist

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

 

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

 

 

2. Hiring a Digital Marketing Manager

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

 

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

 

 

3. Hire a Marketing Agency

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

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

 

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

 

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

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

 

4. Work with a CMO or marketing consultant

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

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

 

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

 

What services are included in your marketing costs 

 

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

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

 

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

 

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

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

 

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

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

 

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

 

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

 

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

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

 

Until next time, happy marketing friends!

Meredith, Top Rope Media

 

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.

 

 

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

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!

 

 

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.

 

 

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

 

 

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.

 

 

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 

 

 

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

 

Business Names: How to Pick the Best Name or Rename Your Company

 

We all recall the words spoken by Juliet about her Romeo:

 

“What’s in a name? That which we call a rose by any other name would still smell as sweet.”

— WILLIAM SHAKESPEARE

 

Eventually, Juliet realizes how meaningful the Montague name truly is.  We too can think about examples of how a carefully crafted business name, along with good branding to support it, is so important.

Think about Nike, Telsa, Patagonia, Dyson.  What images or feelings do each of these bring to mind?  A name and a good brand style should make you feel something.  Whether positive or negative, it affects you.

 

The Best Business Names are Only Part of the Puzzle

 

 

 

Creating Your New Business Name, or Renaming Your Business

 

Here are a few things to think about when brainstorming new names for your green tech, cleantech, outdoor recreation, or non-profit business:

1. Easy to pronounce and spell correctly
2. Evokes optimism, hope, positivity
3. Distinct from competitors in your space
4. Easily adaptable
5. Is it available?

 

This last bullet: is your new business name available, is key.  In today’s digital age, securing an online presence is crucial.  Ensure that the domain for your business name is available for your website, social, and other platforms. 

In addition, you need to conduct thorough research to ensure that the name is not already in use by another business.  Check for trademarks and legal considerations to avoid potential conflicts in the future.

Lastly, consider a name that is memorable and allows for flexibility in branding and marketing.

 

With a name like Newpowa and good branding, this battery company is one of the leading brands in off-grid solar solutions.

 

Example: How We Created Our Business Name- Top Rope Media

 

The name Top Rope Media came about through my love of rock climbing.  ‘Top rope’ or ‘top roping’ is a climbing term.  When my husband Tyler and I met 20 years ago in Athens, Greece, our connection was through rock climbing.  We spent our first weekend together climbing in Meteora in northern Greece.  Back on this side of the pond, our first few days were spent rock climbing in Joshua Tree National Park.

I will admit, the term ‘top rope’ also conjured up memories from my childhood as well.  I fondly remember watching Hulk Hogan and Jake the Snake Roberts standing on the top rope of the WWF wrestling ring, leaping into the air, and crushing their opponents with a mighty pile-driver.  BAM!

However, the wrestling-related images soon faded away, and we decided Top Rope Media fit most closely with our story, our passions, and more importantly, with the outdoor recreation industry we wanted to work with.  We’ve since expanded from the outdoor industry to include brands in the cleantech and greentech space, but our passion for the outdoors and helping clients better tell their stories remains.

 

 

Naming Your Business: Need Legal Help or Going It Alone?

 

If you need help with your new business name there are professional naming firms that can walk you through the process. There are also trademark attorneys to make sure your new name does not come too close for comfort to another trademarked brand.  However, if you are starting up a small business without much capital, here are a few blogs and books that might help:

• 7 Tips for Choosing a Business Name– Legal Zoom
• How to Pick the Best Name for Your Company – Forbes

 

Books about naming your company and building your brand:

• Building a Story Brand
• Naming Things: The Hardest Problem in Software Engineering
• Branding on a Shoestring: The Step-by-Step Guide to Brand Strategy, Naming Your Business, and Logo Design

 

Does the name Sunpower tell you immediately what this brand is and what they can do for you?

 

Choosing Your Business Name: Remember to Test it Out

 

In the end, once you have a list of a few names you can live with, make sure to test them.  There are quite a few ways to accomplish this:

• What shows up when you Google your new business name?
• What do your family, friends, and peers think?
• Does anyone else use/own the domain name?
• Are your potential new business names available on Instagram, Facebook, X (Twitter) or LinkedIn?

 

Spend time with the key decision-makers of your company to review ideas and be open to suggestions.  There’s a lot to think about when choosing a name for a company that is helping to solve some of the world’s most challenging environmental problems. So, take your time with it.  Maybe a rose by any other name would not smell as sweet.

Before you go, remember to check out our other marketing and branding blogs:

• What Makes Good Branding?
• Successful Fundraising Campaigns

 

Thanks for reading!

Meredith McConvill, Top Rope Media