Location marketing for outdoor brands: European Outdoor Forum 2012

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Editor’s note, October 2026: a short recap of my 2012 talk for the LBMA at the European Outdoor Forum in Annecy, on joining up online and offline marketing through location. The Vimeo recording of day one still plays, but the photo gallery below depends on an old plugin and on Picasa, which Google retired in 2016, so it may not display properly. The theme of the talk has only become more relevant for outdoor brands.

European Outdoor Forum Grass Logo

The third edition of the European Outdoor Forum (EOF), the flagship conference for the European outdoor industry, wrapped up yesterday in fine form at the Imperial Palace in Annecy, France. This year’s Forum brought together over 240 participants from the major players in the outdoor market for two days of learning and fun. Seminar topics covering a wide variety of current industry issues, in a relaxed environment, provided information to help participants make better decisions, while shaping the future of their outdoor industry.

Brayzen Founder PJ Verhoef was there on behalf of the LBMA, speaking on the integration of online and offline marketing through the lens of location. The quality of the organization, the speakers as well as forums was exemplary. A big thanks to the European Outdoor Forum team: Remi, Clive, Anne, Darin, Justine, Cendrine and Benjamin!

 

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What still holds in 2026

  • Outdoor brands sell an experience that happens somewhere. That makes location the natural bridge between online and offline for this industry: trailheads, stores and events are where intent shows up.
  • Your dealers are part of the location strategy. A brand app or webshop alone misses the people who advise customers in store. Joint plans with specialist retailers, shared stock data and local events usually beat going around them.
  • “Social, local, mobile” is now just marketing. Every campaign assumes a phone, a place and a share. The open question has moved to data: who owns the customer relationship when platform, brand and retailer each see only part of it?

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