Participation in outdoor recreation has reached record highs as more Americans flock to the great outdoors. 

In fact, outdoor recreation has become one the nation’s largest economic sectors. In 2017, the Outdoor Industry Association (OIA) reported $887 billion in consumer spending – calling it a powerful economic engine.

With nationwide interest in outdoor recreation growing at such a rapid rate – small outdoor activity businesses face the challenge of how to market to reach a growing industry.

Focus on marketing in these four areas: technology, retail, diversity and lifestyle.

Create Promotional Videos and Offer eCoupons

Create short promotional videos using a smartphone. Invite customers inside your facility and its operations. Have your tour operators give a glimpse into activities they instruct.  

Advertise on Groupon. Even if your product offers are not redeemed your business will stand the next adventure seekers consider booking an outdoor activity. 

Loyalty Programs 

According to Gartner Group, 80% of a company’s future revenue will come directly from 20% of its existing customers. Loyalty (rewards) programs help businesses retain their current customers by producing repeat business.

You can offer discounts, merchandise or a points system that accumulates cash value redeemable towards future purchases. Watch how American Express does it. They’re known for having one of the most rewarding Rewards Programs. 

Another benefit to rewards programs is that they give businesses a way to capture their customer’s data and track their activities – which are great predictors of behavior and should be used in targeted marketing campaigns.

Brand Memorabilia

Build a brand army using walking advertisements. It’s effective marketing and cost affordable to have your logo placed on promotional items. Custom Ink and waterbottles.com are both providers of custom label products. 

Memberships 

Memberships create customer loyalty by ? they are an integral part of your business year-round – even if your business is seasonal. It’s a statement of promise – that either your physical or virtual doors are always open and you will always offer something of value.

2 for 1: Here’s an idea: The Small Business Administration (SBA) says memberships (that promote physical activity) can help corporations promote employee well-being as corporate wellness programs continue to grow in popularity. Why not target corporate clients to secure contracts, or at least generate bulk sales from each company you target?

Season Passes

If your outdoor recreation business is not bogged down by limited space restrictions, offering season passes will boost sales. Customers who favor your business will want to lock-in the savings incentive of purchasing in bulk. For you that means repeat business all season long. Those same customers will account for additional sales (i.e. equipment rentals, etc.) Unlike memberships and loyalty programs that offer discounts on single entry (and have black-out dates) and merchandise, season passes should permit access only. Where space is limited, enforce day and time restrictions. 

Add a “Season Pass” page to your website that lists available options, pricing, and any benefits and restrictions. Place “Buy now” buttons next to each pass option. This is how Mt. Spokane Ski & Snowboard Park is doing it. They price and sell passes by group categories: youth, military, college, senior, midweek, etc. One of the features of the ZOZI Advance online booking system is that it allows merchants to customize “Buy now” buttons and generate short codes that can be copied and pasted on the season pass section of your website 

Rent or Donate Your Space

Lease out your space for parties and events, or take advantage of sponsorship opportunities by hosting events at your location. Corporations seek activity venues to house holiday parties, etc. Parents want a fun place to throw kids birthday parties. And event organizers are always seeking sponsorship opportunities for events. Put together a list of event planners and let them know that your space is now available for special occasions. List any special features that you are able to offer such as food and beverages and equipment. Also include a list of additional items you can provide. If you can arrange a firework show, include it. If you have a relationships with caterers and can arrange buffet style meals, include it. These are add-ons that you can cross-sell to increase the sale.

Brand-building Outreach

As an outdoor activity business the majority of your customers are people within the community. So, why not launch a community-based outreach campaign? Your campaign can be grassroots, online or a combination.

My suggestion is to research local events with sponsorship opportunities. As a small business owner, you probably already know what events are happening in your community – especially the ones that intersect your business. 

Sponsoring local events is a great way to reach and build brand recognition with an already active group of locals. And it’s a cost-effective way to turn your grassroots outreach campaign into an online marketing campaign.

Summer Camps

The Outdoor Foundation reports that young people ages 6-17 rank highest among all outdoor participation groups – at 63%. Focus some of your marketing efforts on the younger population.

You could offer a summer camp (membership) with unlimited access to classes and activities designed specifically for youth.

Another idea is to offer a certification from Your Outdoor Activity Business Name. The program can be comprised of a series of lessons starting with a Beginner Lesson and span the full 13 weeks of summer. Or you could offer shorter 6 week programs – one with a later start date.

Team Building Programs

Corporations use team building programs to bring work groups together and unite them through a shared vision or goal. One of the many benefits of team building is that it allows companies to do just that and, boost productivity as a result.  

Darrell Rush president of Direct Effect Team Building Inc. told Inc Magazine,”I believe people learn best when they are having a good time, so, fun is important to combine in any team building experience.” Consider programs for small and large budgets. Use email marketing and direct mail to market directly to managers at local corporations, youth coaches, city agencies, universities, law and medical practices, etc. Make sure your message communicates how your team building program fosters trust, collaboration and brings teams closer together.