According to academic research, brands bring around 30,000 new products to market each year — and dauntingly, more than nine in ten of them fail after launch. The challenges can be even more formidable in the outdoors industry, where target audiences are often notoriously discerning, and seasonal timing can play an outsized role in product popularity. But with the right PR strategies in place for its product launches, your outdoor brand can create buzz, build trust and ultimately increase its new offerings’ odds of long-term success.
“Outdoors consumers are some of the most passionate and selective audiences you’ll find — and to successfully capture their interest and push them to purchase when introducing a new offering, a well-executed PR strategy is essential,” says Kristi Raines, marketing and PR director. “It’s about more than launching a product — it’s about telling a story that resonates authentically and proving the value you can deliver.”
In this post, we’ll cover the following important topics to help your outdoors enthusiast brand plan and execute successful product launches:
- What makes outdoors product launches unique?
- Important components of pre-launch preparation
- Key elements of a successful outdoor product launch
- Prime PR channels to prioritize
- Post-launch strategies for sustained buzz
What makes outdoors product launches unique?
Outdoors product launches stand out because of the passionate audiences they typically target, and because of an increased seasonal significance in the industry. First, outdoor brands’ offerings tend to target audiences of passionate — and let’s admit it, often borderline-obsessive — outdoors enthusiasts with specific niche interests. Whether it’s hunters, hikers, climbers, campers, anglers or paddlers, these consumers are often deeply devoted to their sport of choice, and they demand products that meet their unique needs and deliver high-level performance in real-world conditions. This routinely makes authenticity a non-negotiable factor. Further, seasonality often plays a significant role in the industry’s launches, as many outdoors products are tied to specific times of the year, such as hunting season or summer camping trips. Unlike more general consumer goods, which often appeal to broad audiences and can be sold on flexible timelines, outdoors-focused offerings typically require precise timing and messaging to resonate with their target audiences and drive success.
Important components of pre-launch preparation
Properly laying the groundwork before your outdoors product launch can substantially increase its chances of achieving success. For your outdoor brand, the most important steps in this process include understanding your audience, validating your new product through testing, preparing PR (public relations) materials and aligning your internal teams for a seamless launch. Here’s more on each of these crucial steps:
Perform market research and target audience analysis
Identify the specific needs and preferences of your audience, and pinpoint the gaps your product is designed to fill. Additionally, so you connect with your audience when they’re most likely to be engaged, do the necessary research to align your launch with the highest demand periods for your product, such as peak hunting, camping, hiking or fishing season.
Beta test your product and seek feedback
Collaborate with select customers, influencers and/or brand ambassadors to test the new product. Use their feedback and testimonials to refine your offering, and consider sharing them to build an early buzz.
Prepare PR and media assets
Develop press kits tailored for outdoors-focused publications and journalists. Draft press releases that highlight the product’s value, unique features and relevance to the outdoor community.
Align internal teams
Coordinate with your outdoor brand’s sales, marketing and customer support teams to confirm that all launch-day materials, messaging and processes are ready to create a consistent customer experience.
Key elements of a successful outdoors product launch
To increase the likelihood of finding success with your outdoor brand’s product launches, employ strategies focused on resonating with your audience, building trust and creating buzz. Key tactics for achieving these outcomes include crafting compelling stories, engaging the right influencers, and using visuals that highlight your outdoor product’s performance and appeal. Here’s more on how to effectively execute each of these elements:
Prioritize storytelling and connection
Showcase the “why” behind your product by illustrating how it enhances the outdoor experience. Share real-life success stories, customer testimonials or field-testing narratives that demonstrate its value in action, if they’re available (from the pre-launch steps covered earlier, for example).
Leverage influencer and community connections
Collaborate with outdoors enthusiasts and experts who reflect your brand’s identity to spread the word about your product launch. Micro-influencers in particular can provide authentic endorsements that can help you forge meaningful connections with the niche audiences you’re likely targeting.
Use visual content that speaks ‘outdoors’
When promoting your launch via social media, advertising campaigns and PR efforts, use high-quality photos and videos that feature your product in real-world outdoor settings. Striking imagery with scenic landscapes and adventurous moments can be especially effective at capturing outdoors enthusiasts’ attention and resonating with them.
Prime PR channels to prioritize
By leveraging PR channels such as outdoors-focused media outlets, in-person industry events and social platforms, you can maximize the visibility of and engagement with your outdoor brand’s product launch. Here’s more on the most important channels you should leverage to maximize your reach among outdoors enthusiasts, and generate excitement around your new offering:
Pitch outdoor media outlets
Pitch (and consider providing samples of) your product to niche magazines, websites and YouTube channels that specialize in outdoor pursuits. These platforms often come with a dedicated audience of outdoors enthusiasts, and securing coverage such as reviews and recommendations there can generate excitement about and anticipation for your offering.
Spread the word on social media
Use visually driven social media platforms like Instagram, YouTube and TikTok to showcase your product in action. Strategic use of hashtags relevant to your brand and its new offering can further help you connect with specific outdoors subgroups that fall into your target audience.
Attend events and demonstrate your product
Gain hands-on exposure by launching your product at trade shows, expos or outdoor events. Live demonstrations in natural settings can create particularly memorable experiences that will resonate with your audience.
Post-launch strategies for sustained buzz
After your launch day, focus on maintaining momentum by encouraging satisfied early adopters to share their reviews, photos and experiences on social media, helping you prolong an authentic word-of-mouth buzz. Monitor media coverage and online conversations to amplify positive mentions and promptly address any concerns. And to sustain visibility, use your website, paid search campaigns, social platforms and email marketing campaigns to continue showcasing user-generated content and field-test results that highlight your product’s performance and value over time.
Conclusion
For your outdoor brand’s product launch to stand out in a competitive market, a carefully tailored and effectively executed PR strategy is key. And by leveraging the powerful tactics we’ve outlined here, every launch can be an opportunity to create momentum, foster growth and generate success for your active lifestyle brand.
Elevate all your brand’s PR efforts with TBA Outdoors
Looking for an outdoor marketing agency that can power brand growth with PR? At TBA Outdoors, our team of marketing pros shares your brand’s (and your audience’s) love for the outdoors — and we’re ready to put our passion and our PR expertise to work building your brand’s reputation, supporting successful product launches and more. To explore all the ways we can help your outdoors enthusiast brand realize more PR successes, contact our team today.