Evanne Schmarder of Roadabode Productions and Peter Pelland of Pelland Advertising are pleased to announce the release of their long-awaited book,
Unconventional Wisdom Works – 25 Marketing Strategies to Build Your Outdoor Recreation Business Today. Inside, readers will find over 200 pages of proven marketing techniques ranging from identifying target markets to Google Analytics to today's most popular social media platforms. With chapters outlining cutting edge tech tools, the book is written in layman’s terms and provides readers with not only conceptual background on each topic but easy to implement steps to bring the techniques to bear.
The book is divided into five sections: First Things First, Planning for Success; Your Website is Your 24/7 Sales Force; The Social Media Revolution; More Unconventional Ways; and New World Toolbox. In his foreword, “The Father of Guerilla Marketing” and bestselling author of the “Guerrilla Marketing” series of books, Jay Conrad Levinson noted that Unconventional Wisdom Works “...won’t bore you and it certainly won’t waste your time. Like me, you’ll be grateful that they’ve put into words the wisdom you require to achieve your business’ marketing goals.”
While Schmarder and Pelland are best known throughout the hospitality sector of the outdoor recreation industry, this book is written with an eye toward all outdoor recreation business owners and operators. Outdoor businesses that will benefit by applying these strategies to build their brands, reputations, and businesses – large and small include:
campgrounds and RV parks
cross-country ski areas
and kayaking operators
and fishing camps
Unconventional Wisdom Works – 25 Marketing Strategies to Build Your Outdoor Recreation Business Today retails for $24.95 and can be purchased using the link below.
Watch the Video
Evanne Schmarder and Peter Pelland were featured in the debut installment of Woodall’s Campground Management’s audio program, “Webtalk with WCM”. The audio interview, with added video content, provides several insights into the content of the new book, Unconventional Wisdom Works.
The Concept Defined
For many years, consumers and marketers alike understood how products and services were sold. Print advertising, television and radio commercials,
direct mailers, press releases – even the dreaded cold call were tools marketers used to communicate or “push” their messages to the consumer.
Marketers controlled the type of media used. Studies and focus groups were conducted to ascertain the effectiveness of an image, how specific text
was worded, the best media venue for reaching the market, performance goals were set and the campaign launched. This push method is exactly as it
sounds – pushing a message out to a vast number of recipients with the hope of capturing/converting a certain percentage – typically a small number.
You might say push marketing success depends on being “found” by your market. We also refer to this as outbound marketing. While many of the
traditional avenues of push marketing were the hallmark of yesterday, their technological counterparts are still valid and widely used.
In the mid to early 1990’s the Internet was getting legs…a little shaky but, like an infant, soon it would be standing, walking and eventually running.
This tech development has brought “pull” marketing – or inbound marketing – to the forefront. Inbound marketing relies on your market “finding”
you – primarily your business’ website and/or presence – through various online techniques including social media and content marketing – think Google,
Facebook, Twitter, YouTube, search engine optimized press releases. Prospects are narrowed, providing marketers a very interested and targeted list.
Today’s inbound marketers work hard to create and sustain relationships with their target market, listening to what they have to say about brands,
products, services and customer service. The natural evolution, of course, is a soft call to action.
About Evanne Schmarder
Evanne Schmarder is the principal at Roadabode Productions, a firm specializing in digital marketing strategy, consulting, and education for the outdoor recreation industry, is the co-author of
Unconventional Wisdom Works - 25 Marketing Strategies to Build Your Outdoor Recreation Business Today and her client list reads like a ‘who’s who’ in the business. Evanne is the Modern Marketing columnist for Woodall's Campground Management, writes a bi-monthly marketing e-newsletter, has been frequently published in a number of leading industry publications, and is a small business blogger for the Huffington Post. She created the RV industry’s first-ever online Digital Marketing Workshop covering targeted digital marketing techniques and topics and is the producer/host of Schmarder University, a small business interview series featuring industry thought-leaders. Evanne is a sought-after speaker and marketing panelist at national events and gets great satisfaction out of helping business owners maximize their marketing potential.
Peter Pelland is the founder and CEO of Pelland Advertising, a company which he started in the New England ski industry in 1980 and which has since become one of the leading suppliers to the family camping industry throughout the United States. He is
the co-author of
Unconventional Wisdom Works - 25 Marketing Strategies to Build Your Outdoor Recreation Business Today
and also the founder of the Campground Success project, a frequent blogger, and an early adopter of almost everything digital. His company, based in Western Massachusetts, specializes in website development services, social media content development, and four-color process collateral advertising production. Peter is frequently called upon to share his expertise in leading industry publications and is available for speaking engagements and seminar presentations.