Founder, Adventure Sports Innovation
Consistent branding was crucial from day one. One of our first marketing projects was to develop our brand guide and voice – and we follow it faithfully! Our signage, brochures, rack cards, websites, and social media pages all focus on presenting images or videos of our products in use. We always want to focus on people enjoying our high-tech gear rather than simply focusing on the products themselves.
Our company offers a wide array of products and experiences for individuals and groups, so we fall into several industry categories, such as outdoor adventures, attractions and entertainment, and sporting goods retailer. A huge upside is that we can appeal to a wide audience, but that also means that it is hard to focus our messages for such a wide audience. So, our challenge is to find ways to market our offerings to multiple demographics for each product and experience type while working within a limited budget. Therefore, we need to create and publish separate campaigns for each type of audience. Measuring ROI for any marketing campaign is always difficult, especially when a company has a multi-media approach, and we often rely on guest feedback as to how they discovered us, which helps to inform our future marketing decisions.