Arm yourself with an array of navigation tools
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What does rappelling through slot canyons and swimming through brackish pools of fly-infested water have to do with strategy marketing? To do them successfully requires significant research and planning.
As an avid backpacker and adventurer, I plan my trips with a collection of tools. I use maps to choose a route then seek additional insight through books and recent conditions from online forums. Once on the trail, I use topographic maps and compass to confirm I’m on course, referencing distances, surrounding elevations, trail splits, and river crossings.
On my recent technical canyoneering trip in the San Rafael Swell, there were additional considerations. Being on remote BLM lands in Utah, this was no national park visit. There were no trailheads, parking lots, or rangers. Just a herd of wild horses. The expedition required self-reliance and most importantly, strategy. With this, I recognized the parallel to marketing.
To build a successful marketing strategy you must arm yourself with an array of navigation tools.
- Determine your destination
Who are you trying to reach and what do you want them to do?
Targeting “everyone” is as effective as saying “I’m going hiking in the United States.” Without direction or focus, you’ll surely get lost. Set your bearings, gather your resources, and communicate your course so everyone involved is on the same page and can right the ship if you veer off course.
2. Forecast obstacles
You need to understand what barriers may lie in your path. Research, research, research. Based on previous trip reports, we knew there was a strong likelihood that we’d have to pass through water. So we packed our gear in dry bags. We also knew we’d need to repel deeper into the canyon and knew the exact drop distance so we wouldn’t be left stranded, dangling 40 feet from the ground with no more rope.
In marketing:
3. Develop a plan
The number one killer in slot canyons is flash floods. On my expedition, we closely tracked the weather and observed rain clouds building. So we delayed our trip until the conditions were just right. Same goes for marketing strategy. Want to launch your product the week before a political election? Think again. Consumers will be bombarded with attack-ads and yours will be lost, all at a premium cost. Through qualitative and quantitative study, understand when and through what mediums your target groups will be most responsive.
4. Have a contingency plan
What if something alters your course? While getting lost or hurt is never planned it does happen. Have you packed extra food, water, and clothing? Have you shared your route with someone back home and given them an expected check-in time? You can have a slick marketing plan but somethings are out of your control. There may be a delay in the shipment of your product, a shopping cart glitch, or a competitor makes a big announcement. While charting your course is essential, you must be prepared to adjust.
Outdoor adventures offer challenging experiences in extraordinary ecosystems. The marketing field is equally exhilarating, as it’s ever-changing. While basic principles remain intact, the onslaught of digital mediums makes it a modern day wild west. It takes time and effort to become versed in these new landscapes. So, double knot your shoes and toss a couple extra energy bars into your pack, just in case.