Here is an idea that struck me on the head this morning.  Typical media planning activities for agencies who cover the outdoor market tend to focus on print and online media.  We all know that outdoor enthusiasts spend a considerable time online, so in order to reach them you need to make sure your media planner has the correct sites dialed in for the engagement.

While at NameMedia, through the couple hundred campaigns we ran for outdoor brands, one sticking point was that "last mile"  And its a doozy.  How can an outdoor brand advertise online without upsetting their brick and mortar channel?  On the one hand they are driving online sales, and yet their main focus is on the open to buy dollars floating around for each pre-season from established traditional retailers.

I'd like to take this concept one step further.  Let's say you are a super large brand, and your media planner (located in NYC) is in charge of the mechanics behind your media buy.  Lots of research, lots of planning.  To me, that is like spending a ton of time in college and grad school and then applying for a job.  The person interviews you and asks what real world experience you have.  Case in point with the media planner.  How many outdoor brands can interview the agency and ask what type ( or how many) outdoor activities does the media planner engage in?  Because without this, the planning is done purely on market research.  Where is the tie-in with the consumer at the retail level? 

I'm sure there is a ton of value on the media planning side that I am missing here.  That is fine.  Outdoor Mojo is no PHD.  But we do have is another company called Powerline Sports.  This started out as a bricks and mortar shop for kitesurfing.  Over the years, the biggest keystone sales came from the softgoods and clothing.  So the natural migration should be into companies like Patagonia, Life is Good, Rail Riders...etc..etc.

And here is where this goes.  What is the media planning from Outdoor Mojo was somehow tied into the market research behind Powerline Sports?  This is to say, a media plan could be developed and then feedback and results could come from the retail side....in real time.  And what if you were a small outdoor brand who couldn't afford a full license from Leisure Trends to get at this data.  Like this:

• Gather market intelligence from outdoor consumers on variances on branding before an online campaign goes live
• Understand more from consumers about what makes them buy prAna over Horny Toad.  And then take this info and apply it to the media campaign
• Use survey cards, from consumers, as to what sites they visit online.  And then take this info and use it to establish reach with targeted media buys
• For smaller brands, develop a program where "beta" testing can occur for a product and then have the consumer pipe back market research while the media campaign is being developed.
• In store market focus groups using Elite and Super ac
  
• Kitesurfers are the upper elite when it comes to outdoor brands.  Trust me, I know.  These are not the type of people who shop at Dick's Sporting goods thinking they will find Rab or Arc'teryx.  Wouldn't it be great to tap into them in real time, when they are NOT online?
  

These are all very very premature ideas.  I would love to hear from some more marketing managers out there on their ideas.  How would you see the benefit of having a retail store with your products tied into the agency that administers your branding and reach?