A little more research over the weekend to find an outdoor brand with its own iPhone app...but not the larger type advertising budget reserved for companies like REI (see post below).   The point here being an example of how a brand can reach into the lives of its customers (and brand enthisiasts) by providing something useful and doing so in a way that still brings in an ROI on the campaign and covers the cost of development.

I think the outdoor industry as a whole is very aware of this concept.  In one part, the old ways of traditional branding have left many a marketing manager asking themselves what they need to do in order to maximize their advertising budget without breaking the bank.  And whenever someone can come up with a tool that makes the lives of its brand enthusiasts easier to engage their activity, you have a winner on your hands.

Navionics knows this very well.  Having provided critical mapping software for boating and fishing enthusiasts since 1984, it was a only a matter of time for them to get the electronic side of the business pumping, and then to further this with an iPhone App.

In March of 2009, Navionics came up with a nifty way  to offer “anytime & anywhere” viewing of detailed marine charts, lake maps, and outdoor & ski trails all from the comfort of your iPhone.  While the app does have a cost associated with it, as a brand what they are doing is not only reaching the marine enthusiasts (bread and butter to bottom line) but also opening themselves up more for the fishing and hiking enthusiasts.  The wide array of demographics they are reaching with this app are impressive. 

What is more impressive is the fact that here is a company no where close to the size of REI, but still they have managed to put something on the table and really embrace the whole social media aspect of the outdoor arena.