Beyond the gift guide: fresh takes on holiday messaging for outdoor brands
It's that time of year again: when outdoor companies — along with the rest of the world — start thinking about holiday gifting. While holiday gift guides have their place (especially for those last-minute shoppers), they can become a bit … repetitive. Here are a few twists on the usual take.
A unique approach to gifting
Rather than using traditional gift wrapping that gets thrown away, why not introduce a sustainable and unique touch to gifting? Take Therm-a-Rest’s Furoshiki wrapping with PackTowls as an inspiration. Furoshiki is a traditional Japanese wrapping cloth used to transport gifts or other goods. By teaching customers how to wrap their outdoor gifts with PackTowls in the Furoshiki style, you add a touch of culture, sustainability, and uniqueness to the present.
A season of gratitude
How about shifting the narrative from purchasing to appreciating? Encourage your community to share stories of their favorite outdoor memories using a specific hashtag. These can be moments when they felt grateful for nature, their gear, or companionship. By amplifying these user-generated stories on your social media platforms or newsletters, you remind customers about the joyous experiences associated with your products while promoting a less “salesy” and more uplifting message.
Prepping for holiday travel
The holiday season is synonymous with travel. Help your community prepare by showcasing products that can make their trips smoother. From durable luggage to travel-friendly apparel, curate content that becomes the go-to guide for any holiday traveler. In your outbound communications, this can be amplified with user reviews, how-to guides, or even travel hacks using your products. For example, Gregory Packs can use this as a great opportunity to showcase their luggage.
The gift of giving back
Consumers are becoming increasingly conscious of where their money goes. By spotlighting your charitable programs during the holiday season, you don't just promote sales but also your brand values. Share stories of the communities or causes that benefit from each purchase, turning each transaction into a tale of kindness and impact.
Embrace sustainability: Repair, reuse, repurpose
Rather than pushing for newer purchases, draw attention to the longevity and durability of your products. Encourage customers to consider washing, repairing, or repurposing their existing gear. This not only showcases your commitment to sustainability but also the trustworthiness of your products. Workshops, how-to guides, or even partnerships with repair shops can bolster this initiative.
Celebrate the outdoors, even in Winter
The holiday season is chilly but that doesn't mean adventures have to halt! Inspire your community to embrace the outdoors even during the colder months. Organize virtual races, photo contests, or winter camping challenges. Each participation can be incentivized with giveaways or discount codes. When people share their winter adventures, it keeps the spirit of exploration alive, regardless of the season.
Photo: Vegard Aasen. Cascade Designs
The holiday season doesn't have to be a rinse-repeat of the previous year's strategies. By focusing on narratives that resonate with your brand values and the ethos of your community, you can craft memorable campaigns that stand out in the cluttered holiday market. Here's to a fresh and innovative holiday season!
While we love these ideas, gift guides are still important, so we’ve rounded up strategies to make them as effective as possible and put together gift guides of our own.
Verde’s Holiday Gift Guides: