Inspired by my last post The North Face Market, I decided to dig in a little further into the outdoor enthusiasts market. Outdoor enthusiasts include active people who enjoy nature and extreme outdoor activities such as hiking, climbing, camping, kayaking, rafting, skiing and snowboarding. According to Mintel, almost half of Americans enjoy outdoor recreation.
The question is, are these nature junkies involved with today’s advanced technology and social media?
The answer is YES.
Mintel data discovered that this market engages with outdoor apparel brands through social media. Therefore, brands try to connect with its consumers through social media campaigns that offer personalization and customization.
According to Mintel, The North Face is the most discussed outdoor apparel brand in social media platforms.
The North Face includes dynamic imagery in it’s social media platforms, which engages it’s consumers and draws attention. Another marketing strategy is the brand’s “Planet Explore” app, which helps the metropolitan geographic find nearby parks and events.
Beyond its social media appearance, The North Face is also the most talked about outdoor brand, with over 3.2 million mentions in online conversations.
Outdoor enthusiasts make up almost half of America’s consumer market. These consumers want to engage with outdoor apparel brands through multiple social media platforms such as twitter, instagram, Facebook, etc. In order to connect with these consumers, marketers should consider affective, personalized social media campaigns.