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Authors Launch ‘Unconventional Wisdom Works’ Facebook Page

January 25, 2012 by · Comments Off on Authors Launch ‘Unconventional Wisdom Works’ Facebook Page 

Members of the outdoor recreation industry are invited to connect with the authors of “Unconventional Wisdom Works – 25 Marketing Strategies to Build Your Outdoor Recreation Business Today” – on their new “Unconventional Wisdom Works” Facebook page at www.facebook.com/UnconventionalWisdomWorks.

The Facebook Page features updates on the book’s progress, snippets from chapters, insight from the authors and the opportunity to be one of the first to be notified when pre-orders become available by subscribing to the UWW list, according to a news release.

“Facebook is a valuable business tool that we cover in-depth in Unconventional Wisdom Works,” said co-author Evanne Schmarder. “Peter and I have both found it an excellent way to engage with our clients, exchange ideas with our peers, and stay in touch on matters that make a difference to our businesses and our lives.”

Co-author Peter Pelland added, “As our “Unconventional Wisdom Works” project evolves, we anticipate building our Facebook community by taking advantage of the myriad of tools that Facebook makes available to Page owners – from basic posting to polls to contests and more.”

Facebook users are encouraged to visit www.facebook.com/UnconventionalWisdomWorks, ‘Like’ the page and join the authors’ online business community. All comments, questions, and observations will be addressed by either Pelland or Schmarder.

The authors are currently available for advance interviews and events. They can be contacted at plpelland@pelland.com or evanne@roadabode.com.

Books will be available for pre-sale and bulk orders in the coming weeks. To learn more about Unconventional Wisdom Works or the authors visit www.UnconventionalWisdomWorks.com.

Schmarder is a frequent contributor to Woodall’s Campground Management and www.woodallscm.com.

Pelland/Schmarder Unveil New Book’s Cover

January 5, 2012 by · Comments Off on Pelland/Schmarder Unveil New Book’s Cover 

Cover of new Pelland/Schmarder book

Hinting at unconventional thinking and piquing the interest of their focus group, co-authors Peter Pelland and Evanne Schmarder recently unveiled the cover art for their upcoming book, “Unconventional Wisdom Works – 25 Marketing Strategies to Build Your Outdoor Recreation Business Today.”

“We were in search of a cover that would illustrate our concept, engage browsers and compel them to ask ‘what’s inside?’ This design grabbed our interest immediately and after consulting our broad-based, high-level industry focus group, we knew we had a winning cover,” remarked Schmarder in a news release.

“We are thrilled with the progress we are making,” added Pelland, “and are pleased to report that the project is proceeding right on schedule. Very soon we’ll begin taking pre-orders for individuals and bulk orders for groups and associations with a spring 2012 delivery.”

The authors are currently available for advance interviews and events. They can be contacted at plpelland@pelland.com or evanne@roadabode.com.

Books will be available for pre-sale and bulk orders mid- to late-January. To learn more about Unconventional Wisdom Works, the authors, or join the pre-sale notification list visit www.UnconventionalWisdomWorks.com.

About Peter Pelland

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 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. Contact Peter at plpelland@pelland.com or (800) 848-0501 or visit his company website at https://pelland.com.

About Evanne Schmarder

Evanne Schmarder is the owner of Roadabode Productions, outdoor recreation communication consultants specializing in digital marketing strategy, social media program development, seminar facilitation and educational presentations, and business writing services. It’s under the Roadabode umbrella that business owners/operators will find Schmarder’s RV industry first-ever Digital Marketing Workshop based upon a distinct need for a live webinar series covering the top digital marketing techniques specifically designed for RV parks and campgrounds. On the B2C side, Schmarder is the producer and host of the RV Cooking Show – part RV-travel guide, part cooking class on wheels. Contact Evanne at evanne@roadabode.com or (702) 460-9863. You may also visit her online at www.roadabode.com or www.digitalmarketingworkshop.info.

Pelland: Time to Look at the Big Picture for RV Parks and Campgrounds

November 21, 2011 by · Comments Off on Pelland: Time to Look at the Big Picture for RV Parks and Campgrounds 

Peter Pelland

Editor’s Note: Peter Pelland is the founder and owner of Pelland Advertising and several subsidiary ventures. This column comes from Campground Success and was recently published in Northeast InSites, a publication of the Northeast Campground Association. Pelland tells WCM: “This article is part of Chapter 1 in the new book that Evanne Schmarder and I are currently writing. The book is titled, “Unconventional Wisdom Works! 25 Strategies to Build Your Outdoor Hospitality Business… Today!” We expect to be publishing in late February or early March of 2012.” Contact Peter Pelland at plpelland@pelland.com.

As individual business operators and the industry as a whole, I believe that the RV camping industry is limited by too narrow a view of the role of family camping. We have our trade associations and industry advocates that promote this fine outdoor pursuit, but I think that we are sometimes handicapped by a set of blinders that prevent us from seeing family camping as part of a much broader concept of outdoor recreation.

I am willing to bet that most campground owners are not familiar with the Outdoor Industry Association or the Outdoor Foundation’s annual Outdoor Recreation Participation Reports. The family camping industry is one component of the overall outdoor recreation industry. To grow, it must embrace growing components of the overall industry in a much more active manner.

Before we go further, I strongly encourage you to download and digest the following PDF file: Outdoor Foundation’s Outdoor Recreation Participation Topline Report 2011. The 10-page document is a free download. You should also download and thoroughly read the Outdoor Foundation’s full 68-page Outdoor Recreation Participation Report 2010, another free download that offers far more details on the trends that have continued into 2011. These reports are the results of the largest ongoing surveys of Americans of all ages and ethnicities, detailing their participation (or lack of participation) in over 100 outdoor recreational activities – including family camping.

Both the 2010 and the 2011 reports outline the importance of engaging youth and minorities in outdoor recreation, also outlining the reasons for lack of participation among these demographic groups. If you want to grow your business, you simply must engage a broad range of participants who are not your existing guests. You must strive to appeal to younger campers because they are your future return guests and potential seasonals. According to the 2010 U.S. Census report, 16.3% of the American population is Hispanic or Latino; 12.6% is African-American; and 4.8% is Asian. How does this compare with the demographic makeup of your campground? My guess is that most campgrounds are not even approaching the point where they are getting their share of these vast demographic markets.

Back to the outdoor recreation reports, there are several crucial statistics that we all need to comprehend. First of all, 83% of RV campers participate in other outdoor activities (2010 report, page 29). According to the 2011 report, participation in RV camping declined by 9% from 2010 to 2011, after a modest gain of 5.6% from 2009 to 2010. The only bigger drop than camping was sailing, another form of outdoor recreation that typically involves a significant investment in equipment.

Compare this with some of the outdoor recreational pursuits that showed the greatest rates of growth from 2010 to 2011: Adventure Racing +23%; BMX Bicycling +30.8%; Boardsailing/Windsurfing +43.4%; Climbing (Indoor) +10.6%; Climbing (Outdoor) +19.8%; Kayaking (Salt Water) +21.1%; Kayaking (White Water) +34.6%; Running/Jogging +12.6%; Triathlon (Off Road) +39.5%; and Triathlon (Road) +63.7%. Notice that most of these pursuits that showed the greatest gains in participation rates are relatively inexpensive and are more exercise-based, rather than passive, activities. They also tend to appeal to a younger demographic.

If 83% of RV campers participate in another outdoor activity when camping, how are you capitalizing on this statistic? Clearly, you must offer more than campsites, either in your on-site amenities or in your partnering arrangements with nearby outdoor recreational businesses. Consider sponsoring events, serving as a designated lodging services provider. Offer discounts to nearby recreational attractions and provide their customers with discounts on camping. If people are traveling outside of their local area to climb, raft or bicycle, they are going to need a place to stay – and that place should be your campground. Try to concentrate on partnering with businesses that complement camping, that do not compete with you in providing lodging, and that are trending upward in popularity. Some of the hottest recreational pursuits do not yet appear on the recent reports, but they will certainly appear in the future. One of these would be zip lines – a very popular new recreational pursuit. If you have a zip line operator nearby, what are you waiting for?

These reports show that, despite the recent decrease in participation, camping remains one of the most popular outdoor activities for adults over the age of 25, third only to fishing and running/jogging, and only slightly ahead of bicycling. That is good news because many, if not most, campgrounds offer some sort of fishing, as well as trails for running and bicycling. Many more are in close proximity to bike trails and scenic roadways that are well suited for bicycling. The only glitch is that RV camping is showing a downward (-14.2%) three-year trend among youth ages 6-24, along with other recreational pursuits that the younger crowd identifies as “their parents’ style” of activities. By associating the camping experience with other activities that are more popular with the youth market, you will build your current customer base and be making a very sound long-term investment.

Pelland, Schmarder Collaborate on Marketing Strategy Book

November 7, 2011 by · Comments Off on Pelland, Schmarder Collaborate on Marketing Strategy Book 

Peter Pelland

Two well-known names in the outdoor recreation industry – Peter Pelland and Evanne Schmarder – are joining forces to author a comprehensive marketing strategy book written specifically for outdoor recreation business owners/operators.

Putting their over 50 years of combined marketing expertise to work for readers, “Unconventional Wisdom Works” will cover 25 actionable marketing techniques helping businesses build an online and offline presence among outdoor recreation consumers, according to a news release.

Evanne Schmarder

With chapters outlining today’s cutting edge tech tools, the book, due out early spring 2012, will be written in layman’s terms and provide readers with not only conceptual background on each topic but easy to implement steps to bring the techniques to bear.

“Much has been written over the years that doesn’t directly relate to either small businesses or the outdoor recreation industry. In other instances, I have seen so-called ‘expert’ advice being presented that was simply incorrect,” said Pelland, owner of Pelland Advertising. “We learned through the Campground Success project that I launched back in 2009 that there was a real need and desire for cutting-edge ideas with direct application to the outdoor recreation industry.”

Schmarder, long-time digital marketing strategist and owner of Roadabode Productions and the Digital Marketing Workshop, added, “Smart business owners understand that the world of marketing is evolving daily. Today more than ever, understanding how, where and why to communicate your message to customers and prospects is critical. ‘Unconventional Wisdom Works’ will provide businesses with tools to design and, if they wish, implement their own successful marketing strategy.”

Both Pelland and Schmarder will be available to discuss “Unconventional Wisdom Works” at their Virtual Outdoor Hospitality Expo booths Thursday and Friday (Nov. 10-11) and via email at plpelland@pelland.com or evanne@roadabode.com. Books will be available for pre-sale January 2012 and the authors are currently available for advance interviews and events.

About Peter Pelland

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 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. Contact Peter at plpelland@pelland.com or (800) 848-0501 or visit his company website at https://pelland.com.

About Evanne Schmarder

Evanne Schmarder is the owner of Roadabode Productions, outdoor recreation communication consultants specializing in digital marketing strategy, social media program development, seminar facilitation and educational presentations, and business writing services. It’s under the Roadabode umbrella that business owners/operators will find Schmarder’s RV industry first-ever Digital Marketing Workshop based upon a distinct need for a live webinar series covering the top digital marketing techniques specifically designed for RV parks and campgrounds. On the B2C side, Schmarder is the producer and host of the RV Cooking Show – part RV-travel guide, part cooking class on wheels. Contact Evanne at evanne@roadabode.com or (702) 460-9863. You may also visit her online at www.roadabode.com or www.digitalmarketingworkshop.info.

Evanne Schmarder is a regular contributor to Woodall’s Campground Management and www.woodallscm.com.

Pelland: Time to Look at the BIG Picture

October 27, 2011 by · 1 Comment 

Peter Pelland

Editor’s Note: The following piece was written by Peter Pelland, the founder and owner of Pelland Advertising and several subsidiary ventures. This column comes from Campground Success and was recently published in Northeast InSites, a publication of the Northeast Campground Association. Pelland tells WCM: “This article is part of Chapter 1 in the new book that Evanne Schmarder and I are currently writing. The book is titled, “Unconventional Wisdom Works! 25 Strategies to Build Your Outdoor Hospitality Business … Today!” We expect to be publishing in late February or early March of 2012.” Contact Peter Pelland at plpelland@pelland.com.

As individual business operators and the industry as a whole, I believe that the RV camping industry is limited by too narrow a view of the role of family camping. We have our trade associations and industry advocates that promote this fine outdoor pursuit, but I think that we are sometimes handicapped by a set of blinders that prevent us from seeing family camping as part of a much broader concept of outdoor recreation.

I am willing to bet that most campground owners are not familiar with the Outdoor Industry Association or the Outdoor Foundation’s annual Outdoor Recreation Participation Reports. The family camping industry is one component of the overall outdoor recreation industry. To grow, it must embrace growing components of the overall industry in a much more active manner.

Before we go further, I strongly encourage you to download and digest the following PDF file: Outdoor Foundation’s Outdoor Recreation Participation Topline Report 2011. The 10-page document is a free download. You should also download and thoroughly read the Outdoor Foundation’s full 68-page Outdoor Recreation Participation Report 2010, another free download that offers far more details on the trends that have continued into 2011. These reports are the results of the largest ongoing surveys of Americans of all ages and ethnicities, detailing their participation (or lack of participation) in over 100 outdoor recreational activities – including family camping.

Both the 2010 and the 2011 reports outline the importance of engaging youth and minorities in outdoor recreation, also outlining the reasons for lack of participation among these demographic groups. If you want to grow your business, you simply must engage a broad range of participants who are not your existing guests. You must strive to appeal to younger campers because they are your future return guests and potential seasonals. According to the 2010 U.S. Census report, 16.3% of the American population is Hispanic or Latino; 12.6% is African American; and 4.8% is Asian. How does this compare with the demographic makeup of your campground? My guess is that most campgrounds are not even approaching the point where they are getting their share of these vast demographic markets.

Back to the outdoor recreation reports, there are several crucial statistics that we all need to comprehend. First of all, 83% of RV campers participate in other outdoor activities (2010 report, page 29). According to the 2011 report, participation in RV camping declined by 9.0% from 2010 to 2011, after a modest gain of 5.6% from 2009 to 2010. The only bigger drop than camping was sailing, another form of outdoor recreation that typically involves a significant investment in equipment. Compare this with some of the outdoor recreational pursuits that showed the greatest rates of growth from 2010 to 2011: Adventure Racing +23.0%; BMX Bicycling +30.8%; Boardsailing/Windsurfing +43.4%; Climbing (Indoor) +10.6%; Climbing (Outdoor) +19.8%; Kayaking (Salt Water) +21.1%; Kayaking (White Water) +34.6%; Running/Jogging +12.6%; Triathlon (Off Road) +39.5%; and Triathlon (Road) +63.7%. Notice that most of these pursuits that showed the greatest gains in participation rates are relatively inexpensive and are more exercise-based, rather than passive, activities. They also tend to appeal to a younger demographic.

If 83% of RV campers participate in another outdoor activity when camping, how are you capitalizing on this statistic? Clearly, you must offer more than campsites, either in your on-site amenities or in your partnering arrangements with nearby outdoor recreational businesses. Consider sponsoring events, serving as a designated lodging services provider. Offer discounts to nearby recreational attractions, and provide their customers with discounts on camping. If people are traveling outside of their local area to climb, raft or bicycle, they are going to need a place to stay – and that place should be your campground. Try to concentrate on partnering with businesses that complement camping, that do not compete with you in providing lodging, and that are trending upward in popularity. Some of the hottest recreational pursuits do not yet appear on the recent reports, but they will certainly appear in the future. One of these would be zip lines – a very popular new recreational pursuit. If you have a zip line operator nearby, what are you waiting for?

These reports show that, despite the recent decrease in participation, camping remains one of the most popular outdoor activities for adults over the age of 25, third only to fishing and running/jogging, and only slightly ahead of bicycling. That is good news because many, if not most, campgrounds offer some sort of fishing, as well as trails for running and bicycling. Many more are in close proximity to bike trails and scenic roadways that are well suited for bicycling. The only glitch is that RV camping is showing a downward (-14.2%) three-year trend among youth ages 6-24, along with other recreational pursuits that the younger crowd identifies as “their parents’ style” of activities. By associating the camping experience with other activities that are more popular with the youth market, you will build your current customer base and be making a very sound long-term investment.

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