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Boulder Colo. â€“ Sierra Designs has been pushing ahead with the brand repositioning initiated at Outdoor Retailer Winter Market with a new integrated, multi-channel marketing campaign that addresses outdoor enthusiasts from all generations.
The company is getting its message of authenticity, experience and passion for the outdoors out through traditional grassroots marketing, athlete sponsorships, social media outreach, creative partnerships with print media, and new POP messaging.
â€œThe world of marketing is changing almost daily, especially with new developments in the social media realm. We feel that it is important for Sierra Designs, as a brand and as a progressive company, to stay ahead of the curve,â€ said Kristine Carey, brand manager for Sierra Designs. â€œThese new efforts will reinforce Sierra Designs as an authentic outdoor brand with our existing customers and with the next generations of outdoor enthusiasts.â€
Last year, Sierra Designs was a key sponsor of Chris Warner’s successful bid for the summit of K2, the deadliest 8,000-meter peak in the world. During his expedition, Warner used Sierra Designs sleeping bags and tents in some of the most extreme high altitude environments on the planet. This year, Warner is touring and telling of his exploits, which were captured in detail by an Emmy nominated NBC Sports’ camera team. His presentation, which he calls, â€œK2: The rest of the story,â€ outlines the unique challenges Warner and his team of climbers faced on their summit quest.
This year Sierra Designs will be supporting Warner’s summit attempt on Nanga Parbat. As part of their expedition support efforts, the product development team at Sierra Designs created a Nitro 0 that weighs less than three pounds for the team.
To complement this, Sierra Design is sponsoring the 2009 Save the Poles Expedition. Led by renowned explorer and adventurer Eric Larsen, this expedition will commence an unprecedented journey to both the North and South poles and Mount Everest in one 365-day push. This effort has never been accomplished within a one-year period and only successfully completed by 15 people, none of whom are Americans. The expedition to the three â€œpolesâ€ â€“ the top, bottom and roof of the world – will take the team to some of the most extreme places on earth while testing Sierra Designs equipment and apparel.
While these three areas are some of the most rugged, uninhabitable places on the planet, they are also among the most vulnerable to global warming. Part of the objective behind Save the Poles â€“ and the reason behind Sierra Designs’ involvement – is to promote clean energy solutions, and advocate strategies for reducing carbon emissions.
Both the Shared Summits and Save the Poles outreach efforts prove the viability of Sierra designs gear in some of the most rugged environments in the world. On a more local level, Sierra Designs is partnering with the Women’s Wilderness Institute to create the Backpacking Basics for Women clinic series. These clinics are designed for women by women specifically for Sierra Designs’ retailers. The series will begin in June and will be hosted by dozens of Sierra Designs retailers across the country.
In addition, Sierra Designs will continue its grassroots marketing efforts, attending events like Appalachian Trail Days, in Damascus, Va. Sierra Designs will host a tent pitching competition and a sleeping bag potato sack race.
As part of Sierra Designs’ social media outreach efforts, the company is reaching out to younger generations through it’s company web portal, www.SierraDesigns.com and other social media sites, like facebook, Stumbleupon, and Digg. These efforts are being supported with contests and original content about Sierra Designs and their team of athletes. Sierra Designs is also focusing on authentic bloggers and niche on-line media outlets in addition to their existing PR efforts.
In April, Sierra Designs will partner with Backpacker Magazine to create a new, integrated on-line and print contest collaboration. The Gear-ologist promotion will invite Backpacker’s readers to â€œGet your advanced degree in product testingâ€ by submitting 250 word essays explaining why each one should be the next Sierra Designs Gear-ologist.
Finally, Sierra Designs is taking this messaging to the retail floor with a complete re-design of the brand’s POP fixture. In addition to the message of authenticity, experience and passion for the outdoors, the new POP fixture reflects Sierra Designs Green Effect program by using reclaimed cedar wood, steel that was recycled with reduced energy and water use, solvent-free powder coating, and 100% recycled fabric. All of Sierra Designs’ hangtags and packaging are updated with the new creative from the F08 workbook, which is also loaded with information to be the silent selling tool.
These initiatives work together to reach out to consumers directly, through the media, and on the retail floor. At each point, Sierra Designs is able to tell its unique story of authenticity, experience and passion while communicating its environmental ethos at the same time.
About Sierra Designs
Founded in 1965, at the beginning of the golden age of backpacking and climbing, Sierra Designs is one of the original brands for the eco-conscious outdoor enthusiast. We have always had a passion to protect where we play, and our tents, sleeping bags, and apparel have been to every corner of the world, from the highest peaks in Tibet to your local greenway around the corner. We model and design our products for high performance adventurers, but make it attainable for you. Sierra Designs’ gear and apparel fits in with your daily life, no matter where it takes you. Visit us online at SierraDesigns.com or see us on FaceBook.