The network of outdoor enthusiast sites at NameMedia all contain forums, where users post up to 30,000 messages a day.  What in the world are they all talking about?  GEAR....routes....travel plans...you name it.  But if you dig a little deeper into this, what you will find is that these people are also looking for the opinions of other fellow outdoor enthusiasts.  Its their opinion that counts most.   As a marketer for your outdoor brand, understanding this and positioning your company in the thick of these conversations is some of the best use of advertising budget you can make.

Want proof?An interesting article came out earlier in the month from Nielsen titled, "Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most"
It's a long read, but here is one quick point to walk away with:

- Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online.

It's important to note that branded websites hold down a 70% factor as well when it comes to reaching the outdoor enthusiast.  But what is easier?  Tossing some banners out on a network and hoping some people click on the ad and then get to your site....or advertising in the areas of the web where people are already discussing your product, already engaged with your brand, and seconds away from hitting REI ( our top exit point) and making a purchase?

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