Mountain Adventures: Recommending experiences

Researching into different ways brands recommend experiences/destinations/guides to their consumers.




Lauren Callaghan

The future of outdoor gear

After reading this article by the 'Gear Forecaster' Charles Ross there are a few key points that will be explored further when thinking about the Berghaus consumers and what type of products they will want in the near future, and how an awareness of this can be displayed online.
Eco-awareness:
"There is a big pressure for the better 'ecostanding' of fabrics, but it must be remember that mountain gear is built for survival... brands like Patagonia and Icebreaker are storming ahead in this area".

Buying Trends:
"other changes that will impact in a bigger way than the actual gear development.. are going to be the way that people find out how to look after their gear (blogs and Internet influence), plus how people buy their gear.

E-innovation:
"Blogs and brands direct communications will also help to break revolutionary gear news. Up until now the more revolutionary gear companies (think Buffalo or Paramo) have relied on word of mouth/first hand experience as their most effective promotion".



Lauren Callagan

Gear Guide: Kit care

Berghaus could really take some inspiration from this a produce 'Kit Care Guide' that users/consumers could download for free from the website to make sure their products last.





Lauren Callaghan

Gear Guide: Reasons to go online

Bergahus could use some of the ideas from TRAIL magazine to tempt consumer online to engage in their lifestyle brand and products.



Tougher gear tests - next to each product show a highlight of where it has been tested, marks out of ten and user reviews. If Berghaus had a link where consumers could chose to be part of a select group where they get to test products themselves and write reviews for the website which can be viewed by others on the Berghaus forums it would also keep them more engaged.

Expert advice

Must do-routes and classic mountains (including putting these on apps etc)

Outdoors inspiration for things to do for consumers

Facebook, Twitter and Forums



Consumers can 'like' the Facebook page to be involved with Berghaus giving away free products, exclusive behind the scenes footage of events and updates from the team of Berghaus athletes.

Instant Twitter updates

Forums can allow users to get paid to write for trail, view gear reviews, destination guides, videos and services.

Lauren Callaghan

Contours

I started noticing visuals associated with the word 'contour' which is something that we could integrate into our presentation and the Berghaus website.

- Contours of products
- Contours of the body
- Contours of the world/landscape




Above is an advertisement from Bridgedale highlighting its new hybrid sock. The circles on the product highlighting the different areas almost remind me of contours, maybe we could use the visual circles to highlight the most important things in our presentation and make them move, 3-d maybe?

Lauren Callaghan

Gear Guide: Expert Tips

Berghaus could engage the consumers attention by giving them lots of free tips on travelling from their team of dedicated athlete experts like Sir Chris Bonnington and Leo Houlding. They could even have a section dedicated to female tips. Berghaus should also have a section for 'how to pack your backpack' which show the list of products needed that can be specifically dedicated to the type of trip the user is taking, alongside recommended products from Berghaus (like the backpacks).





Lauren Callaghan

Gear Guide: The Stuff of Legends

"It's the gear that changed the world - gear that led to the gear you where, gear that is still being worn, or gear that is just so iconic we just had to talk about it..."







Seeing as Berghaus has a rich and interested British heritage, it could use this as a way to educate consumers about the brand. Taking inspiration from the Lacoste website it could have a brand heritage book that can be opened on different decades, detailing all the brands advertures and milestones on a interactive pop up book. It could also include details about legendary Berghaus products, and look back a vintage pieces, maybe even linking specfic 'vintage routes' to each year that link to specific 'vintage products' that may be of interest to consumers. It could also go along the lines of Britishness and the current trend of supporting British.

Lauren Callaghan

Outdoor Research advert

I really like the way that this outdoor brand uses real people with a flair for their products in it's advertising.

Nathan Fullwood:
Weekend Warrior/Customer Service Manager/Newcastle

Berghaus could take inspiration from this when trying to talk to their ocnsumers who are not the extreme mountaineeres or climbers, but the regualr cutsomers who purchase regulary for weekend activites.

Lauren Callaghan

Gear Guide: Comparison of products

Berghaus cold use this as inspiration for their website, maybe adding a section for comparison of all their clothing with detailed descriptions in a more visual table. When clicking on one of the products from the list, a new tab cold come up with a large picture of the products and pointers to the different parts of the product taking inspiration from the previous "How to buy your waterproof" page. This could also come in a downloadable brochure form.

Lauren Callaghan

iphone apps

Mammut, manufacturer of modern mountain sports clothing and one of Berghaus' competitors has gone a step further and created an app for mountaineers and outdoor enthusiasts.


Packing List App

The Packing List app is a practical aid in order to help with the planning process of an outdoor adventure. Once you have compiled your packing list, you can share it with friends and once all the products are ticked off, you are ready to start your adventure. The app is free which is another appealing factor when downloading. Once downloaded it gives you the option of several templates to choose from i.e pro climbers to over night camper which is enabling Mammut as a brand to reach its many consumers all under one app. Berghaus currently do not have any iphone apps and could benefit by creating practical apps that will tie into their extrem consumer's lifestyle.

Lucy Watson

Gear Guide: How to buy your products

TRAIL magazines Gear Guide section has an excellent way of decribing its products and letting consumers know all the little details about the products they may be thinking about purchasing.
One of the main things we've found from talking to Berghaus consumers is that they feel there is not enough detailed product information avaliable on the website which is why they would generally rather purchase their items in-store. One way to get consumers more involved in purchasing online is to have more detailed description of product - so detailed that all the information they would be able to get from an assistant instore would be relaid to them online. Key inspiration to take from TRAIL would be to include sections on:

Main Activity - Decide what activity you want to do, then choose a jacket designed specifically for that e.g. general, mountaineering, climbing.

Fabric performance - types of waterproofness e.g. resistant, waterproof, very waterproof. extremely waterproof.

Ventilation

Zips, Hoods, Pockets, Lining, Sleeves.

Sizes - long lengths, avaliable in mens or unisex.

Design - designed to work whilst your wearing a jacket or rucksac.

It could also include a link to stciklists who have this item in stock and Berghaus planned routes which would be perfect to go on with this product.

And it also does it for shoes:






Lauren Callaghan

Gear Guide: Ian Stewart on technology

"I couldn't walk without my compass clino (a professional compass that comes with an attached mirror for precise and directional measurements)... But I'd also have to add my I phone as now - connection required - you can download all the Geoglogy maps of the UK with the British Geological Survey App!"

Ian Stewart is a geologist and TV presenter on BBC 1's Making Scotlands Landscapes and highlights in this contribution to TRAIL magazine that apps for plainning journeys are becoming more widely used and its becoming a more modern and interesting way to nagivatge around rather than using a map. Berghaus could take inspiration from this by designing their own routes for users, making it more modern by adding places they can stop off and specfic Berghaus kit that could be tailored to the specific conditions of the route. The app could also include a some kind of compass for added nagivation.

Lauren Callaghan

Gear Guide - Expedition Medic

Dr Sean Hudson is an expedition medic who sets up camp on different expeditions as the group's doctor to help with illness in the different weather conditions.

"Getting out there increases fitness level, your well being... heading into the outdoors is what I call my Utopian period".

Berghaus could take note of this and apply it to their website, maybe if there was a section on the website where users could plan their own trip or expedition, there could be an online doctor giving hints and tips on how to stay safe and well that is specifically dedicated to the expected weather conditions on that trip. This could also be included in something like an IPhone app and made into a forum where people can ask questions about their forthcoming adventures. DR BERGHAUS could also become the dedicated doctor to the althete team!

Lauren Callaghan

Gear Guide: Leo Houlding

Gear Guide: Leo Houlding recommeding Berghaus products:

"I couldn't walk without my Berghaus Asgard Hybrid Jacket, made to my specifications. It's a lightweight insulated jacket made from a combination of synthetic Primaloft and the new hydrophobic waterproof down! It's wicked."

Using Houdling (one of Berghaus team of atheletes) to promote the products is something which appeals to consumers - having an experts advice. They could use this more predominatly throughout their website. Leo Houlding already has his own blog, however it hardly makes any recommedations for product. Maybe each month he could reccommend a selection/outfit dedicated to the differet experiences he's having each month.

Lauren Callaghan

GPS Receivers: Something Berghaus should delve into?

This section from TRAIL magazines gear guide shows how valuable GPS receivers are to modern walking, climbers and all in between. These outdoor systems are available on smart phones and could be something Berghaus considers as an App for their consumers to download. This wuld work expecially well if it was decided that Berghaus should start to recommend planned routes/expeditions/destinations for their consumers which were avaliable online with specific Berghaus products adapted to them.






Lauren Callaghan

Video Lookbook: Boxfresh

Apps

Trendstop.com

The trendtracker app from Trendstop.com is the ideal solution, allowing you to keep track of all the latest runway looks, fashion news, trend ideas and inspiration – directly to your mobile phone.

free download for all mobile phones
runway photos straight from the shows
runway schedules & event guides
access daily fashion trend reports
keep up-to-date with the latest fashion

You can also request trend samples and sign up to the monthly trend newsletters.


Skype




Skype now have an Iphone app. At present you have to hang about in a Wi-Fi hotspot to make calls, however the next software updated is rumered to allow Sykpe to work over 3g networks. Berghaus could broadcast on-the-move Skype sessions at specific times on the website and use it as another way of keeping in contact with its althete team.




First Aid App



"It packs potentially life-saving information for use in case of an emergency. Neatly separated into categories such as ‘Bleeding,’ ‘Burns’ and even ‘Poisons’ it could help you reduce injury and aid in the nick of time. Instructions are clear and detailed with diagrams too, and the app is free".

Berghaus could atke inspiration from this and come up with its own safety app for consumers to use when being active. Containing all the nessecary information, it could also run alongside the recommened routes that Berghaus plans for consumers.


Geocaching App




"Fire it up and you’ll find real life treasure troves (called ‘caches’) near you. Follow the directions and associated clues, and soon you’ll find a mystery parcel left for fellow treasure hunters. It’s a neat way to kill time, or liven up an otherwise mundane walk in the park".

http://itunes.apple.com/app/geocaching/id292242503?mt=8

Berghaus Magazine

The Berghaus magazine was launched back in November 2010. The free magazine which is produced quarterely features a mix of news about the brand and current news from their sponsored athletes i.e Chris Bonnington. It also features their new products from the different seasons so readers are not only reading about the lifestyle aspects of the brand but able to see the products that come along with it.

Berghaus could develop their magazine further buy making it accessible online so that consumers are interacting more effectively online.

Lucy Watson

Climb Mount Asgard Game

Lucy

Smartwater Viral Video

Mountain Fitness

Trail magazine posted an article in their April issue about keeping fit in your lunch hour and boosting your mountain endurance. I think that promoting exercise and keeping fit in conjunction to Berghaus is an effective way of connecting the lifestyle aspect of the brand with the products.

Lucy Watson

Trail Route

Trail magazine displays different walking locations and routes in their magazines to help walkers plan their route. It also provides them with information on different parts of the route for example 'the path gradually climbs onto the open moor'. There are also added extra facts such as the distance, accomadation, transport ect. After reading this in the magazine, I thought that Berghaus could interact with their online consumers by displaying different routes on their website for beginning, intermediate and advanced climbers so that it will appeal to the rambler consumer that just likes a nice, easy Sunday walk to the extrem consumer that likes adventure and challenges.

Lucy Watson

Berghaus in Trail Magazine

I have been looking out for Berghaus being featured in outdoor magazines so that I could analyse how it is represented by others. It has featured alot in Trail magazine which is an inspirational walking guides - full of routes, advice and reviews. It tells you everything you need to know to get outdoors and enjoy the mountains and hills.



The article above was published in April 2011's edition of Trail which reviews the Octan 40 racing pack.The article gives a detailed description about the product from the design to how it is used 'on the hill'. Berghaus' appearance in Trail magazine is beneficial for the brand as it allows it to be advertised from another perspective.

Lucy Watson

Ultimate Challenge

Here is an article from the Berghaus magazine about Stuart Lynch, the captain of Berghaus sponsored champions Team Orion and his adventure racing. Alongside the article is a recommedned kit list for the adventure racing so that readers that are interested in that particular area of the Berghaus lifestyle can purchase that item that is perfect for it. This is fitting with consumers needs and associating Berghaus not only as a product or lifestyle based brand but as a brand that combines both. Berghaus could incorporate this suggested kit list on their website so when consumers are on the website whether its is looking at a product or reading an article or blog, they are able to see suggested items to buy. This may bring more traffic to the website as website will be offering a personal experience for customers.

Lucy Watson

What is Berghaus?

In 1966 two keen climbers/mountaineers, Peter Lockey and Gordon Davison, from North East England open the first specialist outdoor retail store. Berghaus is born. Berghaus, owned by the Pentland group is an outdoor clothing and equipment manufacturer. The name Berghaus is German for 'moutain centre' was chosen to give the company credibility. Berghaus' focus remains firmly on creating the best outdoor products for outdoor enthusiasts across the world. By developing products that are grounded in performance, Berghaus has gained a cast-iron reputation among outdoor enthusiasts - from hill walkers to high altitude mountaineers - who have grown to trust that Berghaus products work. Throughout its history Berghaus has been associated with some of the greatest outdoor athletes who have input into product design by taking Berghaus gear to the most inhospitable environments in the world.


Lucy

Inspired by Iceland

Inspired by Iceland Video from Inspired By Iceland on Vimeo.

Promoting a country - much like promoting a brand. Using its USP's and showing different consumers real experiences.

CK one Advert

Calvin Klein have released a new promotional video that spans over the Internet for consumers to watch. At 30 seconds long its a snippet of the brand image and tone of voice - Berghaus could take note of this and maybe do something similar themselves focusing on the brand lifestyle and activities. It could be made by Berghaus itself for users to enjoy or be made into a competition where consumers can make and upload their own videos of what they feel most encompasses the brand experience and Berghaus could put links to it throughout their social networking posts.

CKONE from The Cool Hunter on Vimeo.

Case study: Stella Artois

Stella Artois new campaign attempt to bring the story of Jacques d'Azurs life to the big screen (the man they feel embodies the brand and legendary character the 'King of Cannes'). The Cool Hunter is partnering with Stella Artois to hold the world’s biggest casting call to play Jacques d’Azur.

"This man, who “is” French film producer, director, actor, tennis player and a heart-breaker, got into the very heart of retro-style Stella Artois campaign. But the brand has apparently lost him, and now it is looking for the missing guy all over the globe and spreading the word over Facebook, YouTube, Flickr and Twitter. The character seems to be totally real, he has a great life-story, writes posts and shoots videos. Now Stella Artois is eager to find the celebrity’s heir before the launch of the festival and even spread the video news to involve more Internet users into the quest." Popsop.com

The most interesting aspect of this campaign is how men can audition for this role - online using webcams! They we will then receive a scene from the film finished up to cinema quality of them starring in the film. They can share their audition film via social networks and have their film viewed and judged by a panel of experts.

The best budding actor will star in the final film which will premiere at Cannes during the Film Festival and attend the premier of the film. Stella Artois will also give away 50 festival passes and will back the event with a huge amount of blogging to keep their fans of cinema and beer informed. For the venue, they seek none other than to recreate Jacques' own mansion on the Ritz Carlton's private beach complete with an open air cinema and 40 people hot tub!

“New media is changing the way consumers discover, create and share information. Stella Artois is a brand with global distinction and in order to continue that recognition, we too have to change how we connect with Stella Artois enthusiasts all over the world—and the Web. In celebration of the Cannes Film Festival and in the spirit of Jacques d’Azur, we are embracing social media and becoming part of the community we wish to reach,” said Alexander Lambrecht, global marketing manager, Stella Artois."

Case Study: MAC Cosmetics

The Mac-Wonder Woman make-up launch

"Medusa's on a mission to transform the M∙A∙C girls of the world into an army of Plain Janes. Who will save them? Wonder Woman! Armed with her Spring 2011 collection of bright, bold colour & invincible accessories, the larger-than-life Bold Babe will stop at nothing to make sure her Mission is -- Kaboom! -- Accomplished!"

On the actual Mac website when consumers select the Wonder Woman section, they are presented with a short clip like the one above. Then as the user navigates around the page, each time the cursor moves over a different piece of the storyboard for more information different sounds and effects happen.







On YouTube there is a direct homepage for MAC Cosmetics where not only can consumers upload their own videos for others to see, but MAC can get their make-up artists to upload footage and small documentaries about their experiences working for the brand - like Fashion Week season. This allows the brand advocates to get involved with learning about the brand and feeling a part of it, in the know.

They also have an 'Newsworthy' section which is dedicated to showing all the latest MAC reviews and comments from different magazines and sources, and online demo tutorials for how to get the seasons hottest look.
(images)

Lauren Callaghan.

Case Study: Burberry

Cool Hunter: Urban Spaces

If we are thinking of combining our online and offline experience with some kind of event in the urban areas where Berghaus consumers and "Citysumers" can be found, this could be a good inspiration starting point.

Berghaus i phone case?

Everest in one day!!

In March 2010 the University of Birmingham's Mountaineering Club set the challenge to climb the height of Mount Everest.
Each team had to climb a 10.5m wall in Redpoint 843 times in order to have climbed the height of Everest and all the teams succeeded, raising over £1500 for England and Wales Mountain Rescue in the process. It was also a competition between teams to see who could do it in the fastest time.

Berghaus could create indoor competitions where people have to climb the highest or quickest which is like bringing the mountains to the city and attracting a more 'cityconsumer'. After the event people could then go onto the Berghaus website and find out if they won or what position they came in. This could be an effective way of bringing traffic to the website and interacting with consumers - again creating a lifestyle for them.

Lucy Watson