How do you position your brand to a market composed of travelers, backpackers, hikers, and mountaineers? If you are new to the market, chances are very few travelers have tried out your gear, and among this active-lifestyle group, a testimonial from someone who has previously tested your products is important. Here's how to get around the industry:



- Sponsor a trip. Backpacking and mountaineering organizations are often on the lookout for sponsors. Your support can be anything from an ad to backpacking essentials: food, tools, and clothing. These sponsorships may be costly, but think of it as an advertisement. You certainly have to work on your visibility, and a sponsorship is a good way to get into this exclusive circle.

- Get involved in specialized industry shows. Trade shows are a good venue to meet retailers in the backpacking products industry and other wholesale suppliers. Observe and learn from the pros. Talk to buyers and find out what they expect to see in new products. Know what the demand is for backpacking products and think of how your wholesale business can fill that need.

- Get product reviews and feedback from users. Knowing your market's needs is important, as it will help you improve your product's features. Let mountaineers try out your backpacking products and find out what they consider winning qualities and weak points and use these to improve your brand.

- Invite a group of travel writers. This can also make a dent in your marketing budget as this will include fare, food, lodging, and other incidental expenses. You can sponsor a group of travel writers by taking them on a backpacking trip. Let them use your products to test its performance. Through their articles, your market will find firsthand information on how your backpacking products fare against those of other wholesale suppliers.

- Be visible online. One of the cheapest ways to be visible online is through fan sites, blogs, and social-networking sites. Learn more about these tools and see how they can help boost your popularity. Online contests are a good way to attract backpacking enthusiasts. You can use promotional products as prizes; these are available from wholesale suppliers.

Remember that growing a brand does not happen overnight. You simply cannot rely on just one method. With a market so diverse, you also need to find more creative ways to reaching every aspect of them.