Crowdfunding · Influencer Marketing

How do I find influencers and contact media outlets for an outdoor gear crowdfunding project?

Kyle Fowers Founder at Gear Backer

March 3rd, 2015

I am working on a crowdfunding project in the outdoor gear space. 

What are methods for contacting influencers in the outdoor recreation/camping/hiking space. 

And I also need to contact media outlets in order to spread the word about the project, preferable in the same space but any contacts with media outlets would help.

Ashley Beattie Founder at & SoundMind | Strategist | Developer | Musician | Warship driver

March 5th, 2015

To address your concerns:
There are loads of services out there that will help you find "Influencers." Because these services largely base peoples' influence on glamour statistics like followers and total engagements per day, the influencers end up being a bit 'too big' for startups and smaller products. Even if you were going to do the outreach, like @Dawn says, you have to be in-tune with that specific influencer, likely for a while, before they're willing to endorse you, thereby putting their social capital at risk.

I find that the best approach is to start slow and build a good network around your product. Give it time. Then the PR/hype machine that you trigger actually has a resonating chamber to generate the virality you need when you launch.

Robert Hoskins (4,400+)

March 3rd, 2015

There are all kinds of social media marketing tools you can use to analyze GNIP social media big pipes of information based on keywords such as "outdoor gear."  They can help you find the various tribes of people who use outdoor gear and download into a database or spreadsheet. You can then build organic social media campaigns to reach this targeted list of customers or build very targeted promoted posts campaigns on Facebook, LinkedIn and Twitter.

Our PR firm has a nationwide database of journalists and we'd be happy to build a list of targeted reporters and help you reach them with media pitches and press releases. 

Dawn Davidson VP Sales | Co-Founder at FullBottle

March 3rd, 2015

There are loads of resources, but we have found that the hardest aspect is to narrow down the search of influencers, manage outreach, onboard influencers and then work to create, approve and distribute content.  

FullBottle offers a tech platform that helps brands discover the right influencers across emerging platforms like Vine, Instagram and Snapchat.  Our team works with your creative and influencers produce and distribute social videos across their channels.  The videos can be repurposed across other platforms to amplify the message.

Please reach out directly if this would be of value as you are building out your strategy.  We work with many brands, PR and social agencies together.


March 3rd, 2015

This looks like almost an exact replica of this discussion - at least the advice will be the same. I find it's good do a search first on FD as a lot of information has been covered.  Bottom line: this is part of being a founder - you've got to hustle!


March 4th, 2015

In terms of media, knowing who to send info to is just as important as knowing how to pitch a story. While there are books and lists of media contacts available for sale, they are often out of date as soon as they are published. Journalists, especially those at the most sought after publications, receive hundreds or thousands of pitches a week. Nothing works better to cut through the clutter than establishing a relationship as a trusted resource. In other words, take the time to know who writes what and where; only send newsworthy and relevant information that will benefit their audience; and always respond in a timely manner if not immediately - they work in a tight deadline world. 

Anthony Miller

March 4th, 2015

I actually found this article a few weeks ago and found it extremely helpful. I actually worked in PR for the first 5 years of my career, and still also do some media relations although its not my true calling.

Hope this helps.