In today's competitive earned media environment it's not simply enough to work the phones and email or even to haunt the tradeshow halls. Every so often bags must be packed, new samples assembled and runs made at the proverbial castle.
This past month Backbone Media headed to Santa Fe, New Mexico and Hyde Park State Park to give the Outside Magazine staff a personal tour of Gerber's 2013 collection. Our goal? Cement relationships and equally as important, set the stage for spring and summer 2013 coverage!
Editors gravitated toward the GDC zip tools (and the Tech Skin Knife) as well as the Bear Grylls Ultra Compact Fixed Blade and Outrigger knives. Time will tell of course, but to increase our odds and keep the Gerber brand top of mind, Backbone and Senior Brand Manager Joe Mattson are hitting the mean streets of New York City for a grand-scale product showcase in Manhattan.
Game on! Full report to follow from the Big Apple.
