Spring 2019 - Inside Outdoor Magazine

Inside Outdoor | SPRING 2019 24 In-Season win Google and Facebook advertis- ing spots,” said Long. “[The process of ranking] used to be organic. Those spots are very hard to win now.” The Dyrt, he explained, helps brands connect with consumers through communities and organic reviews – capturing real audiences to drive sales. Unlike closed social net- works such as Facebook, where you have to register to access content, The Dyrt is completely open. Any- one can go to the website and find pictures and reviews from The Dyrt’s dedicated user base. Here’s how the process works for outdoor brands: Every month, a company “owns” a different outdoor camping review region of the U.S. By rotating regions and brands, companies can regularly enter new markets and engage with unique users who compete to win their products. “When people win products, we work very closely with them to do an in-action product review at the campground,” said Long. “So a winner won’t be holding up a Gregory backpack or Primus stove and standing in their driveway, for instance. They will be at a camp- ground doing an actual review.” The review will link back to the brand’s site, helping them drive ex- tra brand awareness. The Dyrt also helps drive awareness over social media and email distribution, and creates incentives for users to participate. “The last piece of the puzzle is our Dyrt Deals offering,” said Long. “As long as our users opt into a brand’s email list, they can get a 20 percent off discount code to make a purchase. What’s powerful about that is we help brands all the way through the cycle from awareness to product activation to helping brands actually capture that potential client and their email.” One of the most valuable ser- vices that the company provides is direct access to what Long calls “super customers,” who will not only purchase a product but will also talk about it online. “Our brands have learned that when you can find super customers, then you leverage that review over and over. It’s not just about getting one product review. It’s about turning that review into an article, email and social media share,” said Longs. The Dyrt, however, does not refer to these customers as “brand influencers.” “The whole influencer trend has been overused,” Long said. “At The Dyrt, we don’t care how many social followers a user has, or if they are a celebrity. We want to attract real, au- thentic campers for product reviews.” A family of five going on a camping trip, in other words, can be more valu- able to a community than a millennial influencer with 100,000 followers. In other words, The Dyrt focuses on offering authentic, valuable con- tent over social media marketing and quality over quantity. “You know what users don’t fall for anymore? Someone up on the edge of a cliff sleeping on a tent,” said Long. “Everybody knows those pictures are fake. Yet the vast ma- jority of brands keep using those types of photos.” Instead, The Dyrt helps their cli- ents connect with communities and drive authentic engagement. The Dyrt is providing actual value for us- ers, said Long, and giving brands an easy way to engage and connect with true campers. m Average Number of Product Images and Videos U.S. Digital Shoppers Expect to See on E-commerce Sites Most Impcatful Factor in Selecting a Campground, by Age Source: Kampgrounds of America; Cairn Consulting Group Source: Salsify 18-24 25-34 35-44 45-54 55-64 65+ 8 4 5 8 5 5 6 6 2 2 2 2 Images Videos Availability of free Wi-Fi Pet-friendly Onsite recreation and activities Availability of cabins The type of sites that are available The quality of the sites at the campground The location of the campground Campground atmosphere 7% 4% 6% 6% 8% 11% 17% 18% 30% 3% 6% 6% 8% 10% 19% 22% 26% 3% 9% 8% 6% 9% 20% 24% 21% 1% 10% 2% 15% 4% 24% 29% 15% 4% 6% 10% 8% 19% 21% 26% Overall Millennials Gen Xers Baby Mature The Dyrt co-founders Sarah Smith and Kevin Long