Brands Are Allowed to Make Marketing Mistakes
From The Field Review Archives
Anyone who’s worked in brand marketing knows that no campaign exists in isolation.
Behind every product launch, ad campaign, and social media push are layers of complexity that outsiders rarely see. But when a campaign doesn’t perform as expected, the critiques often feel oversimplified—like someone’s poking tiny holes and taking a 10,000-foot view without taking into consideration what it’s like to be on the inside.
This is exactly why I don’t give unsolicited advice to brands without knowing the full story.
It’s easy to sit on the sidelines and say what a brand should’ve done differently, but anyone who’s actually worked in marketing—especially in the outdoor industry—understands that it’s not that simple.
Inside the Outdoor Industry
Marketing for outdoor brands, especially in sectors like hunting, fishing, and shooting sports, presents a unique set of challenges compared to other industries.
You’re often balancing innovation with tradition, and as a marketer, you’re expected to speak the language of the outdoors—authentically.
You’re also facing unique challenges in regional differences, shifting cultural attitudes, extreme regulatory hurdles, and balancing the needs of hardcore hunters & anglers with those of casual weekend hobbyists. And, unlike other industries, outdoor consumers often have deeper emotional connections to the brands they love because the products they purchase aren’t just ‘things’—they’re essential tools required to participate in the activities they love.
Outdoor consumers are incredibly passionate, but they’re also discerning and protective of their culture. At the end of the day, you’re not just marketing a product; you’re selling an experience and tapping into a very tangible way of life.
All of that is a heavy responsibility, and when you’re in the trenches, it’s easy to mistake the trees for the forest.
The Value of Mistakes
Mistakes, in any industry, are part of the learning process. You could even argue that brands are supposed to make mistakes as they grow. As marketers in the hunting and fishing space, we’re often dealing with legacy products, preferences, and a culture that lives on a fine line between product innovation and tradition.
Too often, the armchair marketing gurus out there will crucify brands using low effort, surface level critiques—nitpicking simple things like the copy, or pointing out that an ad didn’t convert them as an individual. These blanket statements fail to take into account the full context of a brand’s business, its consumers, and the evolving market landscape.
When you’re marketing in this industry, you’re dealing with people who deeply value authenticity, heritage, and the community built around the outdoors. You can’t get everything right all the time, and that’s okay.
This is why I believe outdoor brands are allowed, and should even be encouraged, to make mistakes.
The outdoor industry itself is built on trial and error. Just like a hunter trying different calls in the field or an angler adjusting their technique until they find what works, outdoor brands must experiment.
Making mistakes in this context is healthy—it shows that a brand is willing to take risks, to experiment, and to grow.
Thomas Edison said it best when he said:
“I have not failed. I’ve just found 10,000 ways that won’t work.”
When you’re marketing in an industry as nuanced as ours, you’re bound to encounter plenty of “ways that won’t work” before finding one that does.
Building Fewer "Bad" Campaigns
The goal shouldn’t be to eliminate mistakes entirely, but to learn from them and make fewer missteps over time.
One of the best ways to minimize those mistakes is by staying close to your consumer base—really listening to what they care about and what they need.
This is the foundation on which I’m building a consumer insights panel specific to the outdoor space.
This resource gathers insights directly from the real people who use the products and live an outdoor lifestyle. By opening up a dialogue with their consumers, brands can launch fewer campaigns that completely miss the mark.
We’re opening the door to real feedback and insights, helping brands avoid unnecessary mistakes and create campaigns that truly resonate.
If you want to be part of this conversation, be sure to subscribe and follow us over on Instagram for the latest updates. At the end of the day, it’s the voice of real consumers that will shape the future of outdoor retail.