Outdoor Retailer - Winter 2017 - 33

RESEARCH

"OUR COMPANY'S FOCUS HAS ALWAYS BEEN BIGGER THAN JUST
TO MAKE A PROFIT. WE'VE ALWAYS
FOUND THAT WHEN WE JUST FOCUS ON THE LIFESTYLE, THE BRAND,
AND BEING RESPONSIBLE TO THE
SPORT, OUR BUSINESS DOES BETTER
AND PROFITS FOLLOW. THIS MEANS
GETTING MORE WOMEN, KIDS, AND
YOUNG ADULTS INTERESTED IN
SNOWBOARDING AS WELL AS
HAVING MORE AWESOME SNOW."
-DONNA CARPENTER (FROM OR BREAKING TRAIL.)

DON'T HERALD WORK THAT'S EXPECTED

Consumers expect companies to be socially
and environmentally responsible. So ho-hum
accomplishments don't really impress consumers-or affect their purchases.
Of course consumers want to hear about the
accomplishments of their favorite brands, but
when considering a store-wide campaign, ask,
"Is it really headline worthy? Or should this be
pushed out through a brand's own website or
social media?"
Save your energy for the stories that matter
most to your customers.
SUSTAINABILITY NEEDS TO BE EASY, OBVIOUS,
AND CONVENIENT

As we already stressed, consumers want to
hear the good stories, especially about brands
they love. Make it easy and clear for them to
discover what manufacturers are doing.
Are the brands you carry on a mission to
protect wild places? To make single-use waste
a thing of the past? To care for the environment not only in the backcountry but also in
urban areas where products are made?
Ask for clear, specific, and meaningful stories from the brands you carry. Then, highlight
these messages the same way you'd sell a new
technical feature-lead with the vision and
back up with the specs.

#3 Brand
#4 Manufacturing location (Made in ...)
#5 Sustainability
However, sustainability should not be a
stand-alone attribute. When done right, sustainability is embedded in the all the single
attributes ranked above it. And while consumers say they wouldn't pay more for "sustainability" on its own, they will pay more to stay
loyal to trusted brands. Sustainability helps
build that trust and respect.
A company's good choices also have power
to tip the scales when all else is equal. Once
a consumer likes what a brand is selling, the
good work they do can be a deciding factor for
increased brand loyalty and love.

"GENERALLY SPEAKING, I DON'T
GO OUT OF MY WAY TO RESEARCH A
COMPANY'S PRACTICES BUT EXPECT
TO SEE IT IN THEIR BRANDING. I EXPECT THAT IF THEY HAVE SOMETHING
WORTH BRAGGING ABOUT, THEY'RE
GOING TO MAKE IT OBVIOUS TO ME
AS A CONSUMER. IF I SEE OR HEAR
NOTHING, THEN I ASSUME THEY HAVE
NOTHING GOOD TO SHARE."
-OUTDOOR CONSUMER

HIRE SMART EMPLOYEES

Your employees are an important, trusted
source for guiding consumers in their purchases. Knowing details about manufacturers'
good practices gives employees another point
of conversation and elevates their expertise.
If they can speak thoughtfully about how
the quality of a product ensures it will last
(rather than be trash) or how a manufacturer
has been committed to improving its supply
chain for the last 10 years (and the relationships built along the way ensure the best materials and craftsmanship), they can guide a
conversation and increase overall sales.

GET HOLISITC

STAND FOR SOMETHING

It's true. Consumers rank attributes in this order when it comes to making a purchase:
#1 Technical/functional features
and/or style
#2 Price

Not every retailer and manufacturer needs to
be a full-fledged activist, but the best ones engage their consumers beyond the latest cookstove technology or style of plaid. Connecting
around a topic encourages people to engage

with you in a new way, especially if you host
events or speakers. Taking a stand for something builds relationships, trust, and ultimately sales, too.

"[REI'S] #OPTOUTSIDE CAMPAIGN
WAS GENIUS, AND IT MADE ME
TAKE NOTE. I RESPECT THEM AS A
COMPANY BUT I'M NOT SURE WHY,
OTHER THAN GIVING ME MONEY
BACK FOR PURCHASES MADE,
AND FOR ENCOURAGING PEOPLE
TO BE OUTDOORS." -OUTDOOR CONSUMER
THINK BEYOND MARKETING

Like manufacturers, not everything you'll do
for your retail operations, supply chain, or employees is headline worthy.
But also like manufacturers, retailers need
to consider these issues for their long-term
viability. Making operational improvements
reduces your business risk and can save you
money in the short and long-term.

"THE BOTTOM LINE IS THAT, LIKE
MANY BUSINESSES, OURS IS PREMISED ON AN ENDLESS SUPPLY OF
RESOURCES AND CHEAP ENERGY.
AND REGARDLESS OF HOW YOU
LOOK AT IT, THOSE TIMES ARE 'A
CHANGING.' BUSINESSES HAVE
TO BE SMARTER ABOUT HOW THEY
DO THINGS."
-DAVID LABISTOUR, MEC (FROM OR BREAKING TRAIL)

In the end, marketing sustainability
should simply be a reflection of your own
personal ethos. Convey what you care about,
and you will inspire your customers to make
the journey with you. It's a fact that you need
to stay in business. It's also a fact that plenty
of businesses do that without sacrificing
their values.
-Based in Boulder, Colorado, Walden Hyde
helps good brands tell good stories. We founded
Walden Hyde to be a different kind of agency-
one that uses the powers of research, strategy,
and creative to build better lives, better products, and better businesses. Find out more and
say hello: waldenhyde.com

Winter 2017 / OUTDOOR RETAILER 33

http://www.waldenhyde.com

Outdoor Retailer - Winter 2017

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