WHAT WE DO
Black Light Outdoors provides marketing, advertising, e-commerce, content, sales-channel development and growth strategy exclusively for companies in the outdoor industry.
Our involvement can range from executing specific marketing initiatives to functioning as an extension of a company's existing sales and marketing team.
MARKETING & BRAND STRATEGY
Black Light Outdoors provides marketing, advertising, e-commerce, content, sales-channel development and growth strategy exclusively for companies in the outdoor industry.
Our involvement can range from executing specific marketing initiatives to functioning as an extension of a company's existing sales and marketing team.
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Annual and seasonal marketing planning, campaign development, product launches, promotional strategy, brand positioning and ongoing marketing direction.
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Developing the messaging, value propositions and creative direction that clearly communicate why a product matters and why a customer should choose it.
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Launch strategy from pre-release through market introduction, including messaging, creative, advertising, social media, email, dealer communication and promotional support
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Integrated campaigns built around specific products, seasons, promotions, events or business objectives rather than simply producing content to fill a calendar.
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Reviewing competitors, pricing, positioning, promotions, advertising, retail presence and broader market activity to identify opportunities and potential gaps.
DIGITAL ADVERTISING
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Campaign strategy, audience development, creative, copy, campaign setup, testing, optimization, retargeting and performance analysis across Facebook and Instagram
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Custom audiences, lookalike audiences, website visitors, customer lists, engagement audiences, geographic targeting and interest-based outdoor consumer segments.e
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Campaigns designed to reconnect with consumers who have visited the website, viewed products, engaged with content or otherwise demonstrated purchase intent.
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Testing imagery, video, messaging, offers and calls to action to identify what actually drives response rather than relying on assumptions.
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Monitoring spend, traffic, conversions, cost per acquisition, ROAS and other relevant metrics based on the objective of the campaign.
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Search, Shopping and other Google campaign opportunities where appropriate to the client's products, customer behavior and e-commerce strategy.
Black Light develops and manages paid digital campaigns designed around specific business objectives—from building awareness for a new product to generating direct-to-consumer sales, capturing leads, supporting dealers or reaching highly defined outdoor audiences.
CONTENT & SOCIAL MEDIA
Content should do more than keep a social page active. It should communicate what makes a product different, give customers a reason to engage with the brand and support the larger goals of the business.
Black Light develops and manages content specifically for the outdoor market, combining industry knowledge with strategy, creative and consistent execution across the channels that matter.
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Content planning, publishing strategy, campaign coordination and ongoing management across Facebook, Instagram and other relevant platforms. We build social activity around the brand's products, seasons, promotions and business objectives—not simply around filling a posting calendar.
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Custom social graphics, digital advertising creative, promotional assets, product-focused content and branded campaigns designed to maintain a consistent and professional presence across digital channels.
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Planning and coordination of photography, video, short-form content, Reels, product demonstrations and lifestyle content. When appropriate, Black Light can coordinate professional production resources to develop higher-level creative assets for campaigns and product launches.
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Social copy, advertising copy, product messaging, promotional campaigns and other customer-facing communication developed to maintain a consistent voice while communicating clearly with the outdoor consumer.
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Strategies designed to build a relevant audience around the brand through organic content, paid promotion, engagement initiatives, collaborations and other opportunities that put the brand in front of the right consumers.
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Identifying and evaluating potential creators, ambassadors and industry partners; developing campaign concepts; coordinating content opportunities; and helping ensure influencer activity supports the larger marketing strategy.
CONTENT WITH A PURPOSE
We don't measure success by how much content we can produce. The goal is to create the right content, put it in front of the right audience and connect it to a larger marketing and growth strategy.
Driving traffic is only valuable if the experience after the click gives customers a reason to buy.
Black Light works with outdoor brands to strengthen the connection between marketing and e-commerce—from how products are presented and promoted to how customers move through the website, complete a purchase and return to the brand.
E-COMMERCE & DIGITAL GROWTH
THE SALE DOESN'T END AT THE CHECKOUT.
E-commerce should work as part of the larger business. Black Light looks at how direct-to-consumer sales interact with marketing, customer retention, dealer relationships and the company's broader growth strategy.
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Reviewing the customer journey, site structure, navigation, product presentation and purchase experience to identify opportunities that can improve usability, conversion and overall performance.
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Product pages, imagery, messaging, offers, bundles and supporting content designed to clearly communicate value and make it easier for customers to understand what they're buying—and why they should buy it.
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Planning and executing product launches, seasonal promotions, special offers, bundles, giveaways and other campaigns that connect advertising, social media, email and the website.
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Customer communication, promotional campaigns, product announcements, seasonal messaging and other email initiatives designed to generate repeat engagement and revenue from an audience the brand already owns.
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Identifying opportunities to reconnect with website visitors, engaged audiences and previous customers through retargeting, abandoned-cart strategies and other conversion-focused initiatives.
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Helping establish and evaluate the tools needed to understand where traffic and sales are coming from—including advertising platforms, website analytics, pixels, UTMs and other available attribution data.
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Evaluating the broader DTC business—including pricing, promotions, customer acquisition, channel considerations and how direct sales fit alongside dealer, distributor and retail relationships.
Direct-to-consumer growth is important, but for many outdoor brands, the greatest opportunity still exists beyond their own website.
Black Light helps companies evaluate, develop and support dealer and distribution channels with the goal of expanding product availability, strengthening industry relationships and creating sustainable wholesale growth.
DEALER & DISTRIBUTION DEVELOPMENT
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Helping establish or refine dealer programs, including pricing structure, minimums, ordering processes, dealer resources, promotions and the overall value proposition presented to prospective dealers.
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Identifying appropriate dealer opportunities and supporting targeted outreach to independent retailers, specialty dealers and other potential accounts that align with the brand and its products.
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Evaluating where distribution makes sense, identifying potential distribution opportunities and helping brands understand how distributors fit within their broader wholesale and retail strategy.
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Evaluating independent sales representation, helping identify potential rep groups and supporting relationships between the brand, its representatives and the broader dealer network.
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Development of dealer presentations, sell sheets, catalogs, pricing materials, product information and other resources that give sales representatives and dealers the tools they need to understand and sell the product.
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Ongoing communication strategies designed to keep dealers informed about products, launches, promotions, inventory, marketing initiatives and other opportunities that can help drive sell-through.
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Helping brands evaluate dealer margins, distributor considerations, advertised pricing policies, promotions and other channel issues that can affect both wholesale relationships and direct-to-consumer sales.
Sustainable dealer growth requires the right products, margins, support, communication and sell-through strategy. Black Light looks beyond simply opening accounts to help brands build channels that make sense for the long-term health of the business.
GETTING ON THE SHELF IS ONLY PART OF THE JOB.
RETAIL STRATEGY
Getting a product in front of a major retailer requires more than a good product and an introduction.
Black Light helps outdoor brands evaluate retail opportunities, prepare for buyer conversations and develop the strategy, materials and support necessary to pursue larger retail relationships.
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Identifying and evaluating potential retail opportunities based on the product, category, pricing, margins, market position and readiness of the brand.
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Developing presentations, sell sheets, product information, pricing materials and other resources designed to clearly communicate the opportunity to retail buyers and category managers.
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Helping brands evaluate whether their pricing, packaging, inventory, fulfillment capabilities, margins, marketing support and internal processes are prepared for the demands of larger retail accounts.
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Evaluating MSRP, wholesale pricing, promotional allowances, retailer margin expectations and other financial considerations that can determine whether a retail opportunity actually makes sense.
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Supporting the development of displays, signage, product messaging and other in-store materials designed to help products stand out and communicate value at retail.
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Developing advertising, social media, geographic targeting, promotional campaigns and other marketing initiatives that can support specific retailers, locations or product launches.
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Helping coordinate communication, opportunities and initiatives between the brand and retail partners as the relationship develops.
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Evaluating how major retail fits alongside direct-to-consumer, independent dealers, distributors, Amazon and other channels so that growth in one area does not unnecessarily damage another.
THE RIGHT RETAIL OPPORTUNITY HAS TO WORK FOR BOTH SIDES.
Retail growth isn't simply about getting products onto more shelves. The opportunity has to make financial sense, fit the brand and be supported with a plan that helps products move once they're there.
FRACTIONAL MARKETING &
GROWTH LEADERSHIP
Some companies don't need another vendor. They need experienced people at the table.
Black Light brings together a team with experience ranging from senior executive leadership and Fortune 500 companies to startups, entrepreneurship and hands-on business building. Our team has worked inside established organizations, helped build emerging companies, launched brands, developed sales channels and navigated the challenges that come with growth.
That experience also includes ASBC® accreditation and backgrounds spanning marketing, sales, operations, business development, retail, distribution and executive leadership.
Black Light can bring that experience into your organization as an extension of your leadership, marketing and sales teams—helping establish priorities, evaluate opportunities, coordinate initiatives and connect the different pieces of the business around a broader growth strategy.
It's senior-level experience without requiring a company to build every capability internally.
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Working alongside ownership and leadership to establish marketing priorities, evaluate opportunities, develop annual and seasonal plans and keep initiatives aligned with the company's broader business objectives.
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Helping lead the marketing function across advertising, content, social media, e-commerce, email, product launches and other initiatives while coordinating the people and resources responsible for execution.
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Connecting marketing activity with direct-to-consumer sales, dealers, distributors, independent representatives and retail initiatives so each part of the business supports the larger growth strategy
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Working with internal employees, sales representatives, creative resources, production partners, web providers and other outside vendors to keep projects moving and maintain consistency across the brand.
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Helping ownership evaluate new products, partnerships, retailers, distributors, promotional opportunities, marketplaces and other potential growth initiatives before committing resource
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Participating in planning meetings, reviewing performance, identifying challenges and serving as an experienced outside resource for ownership and leadership as the business grows.
Black Light's role can expand or contract based on what the company actually needs. We can execute a specific initiative, support an existing team or take a broader role helping coordinate marketing and growth across the organization.
ONE RELATIONSHIP. A BIGGER VIEW OF THE BUSINESS.