TREAD Agency

📢 Outdoor brands, listen up. AI isn't coming. It's already here. And it’s changing how your customers search, shop, and make decisions. Want to keep up? Join us. 🧠 FREE AI MARKETING WEBINAR 📆 Thursday, August 22 ⏰ 11AM PST 🎙️ Hosted by our CEO, Dan Kahn

Bringing a brand experience to life takes more than just a good idea, it takes strategy, coordination and a team that’s willing to do the work behind the scenes. This is what we do: create events that connect, educate and inspire action. From creative direction, external communication and logistics to boots-on-the-ground execution, our TREAD team helped make the Zeroed In event happen. If you're planning your next event, send us a message and let’s connect.

From an event that was months in the making, we’re proud to share a look back at Zeroed In, a live-fire training experience built to equip dealers with real product knowledge, range time and the confidence to take it all back to the sales floor. Our team is grateful for the opportunity to bring this dealer education program to the Beretta Group brands (Beretta USA, SAKO Ltd, Tikka, Burris Company, Inc and Steiner Optics, USA) and SilencerCo

Why Salmonfly Survival in Western Rivers Should Matter to Everyone At the Madison River Valley Ranch, the Madison River Foundation spotlighted research from Dr. Lindsey K. Albertson on the giant salmonfly (Pteronarcys californica), an iconic insect that plays a vital role in western river ecosystems. Key takeaways include: • The salmonfly’s summer hatch supports not only trout and other fish but also a wide variety of birds, spiders and more. • Their survival depends on healthy river habitats and balanced ecosystems. • Although long-term data is limited, current site measurements show more salmonflies in cooler waters and fewer in warmer ones, indicating future declines as temperatures rise. Protecting salmonflies isn’t just about one insect, it’s about preserving the wild rivers and outdoor traditions so many of us value. Read the full blog on our website and learn how conservation and community efforts can make a difference.

Connecting the Dots Between Overlanding and Hunting Last month, Beth Brennan was at the Summit at Overland Expo West and Dan Kahn was speaking at the NSSF Marketing & Leadership Summit, and one thing is clear: these two industries are crossing paths in mindset, gear and marketing strategy. The crossover: • Self-Reliance: Both hunters and overlanders prize the ability to operate independently in remote conditions. • Gear-First Culture: Many of the same tools are showing up in both camps. • Storytelling as Strategy: Seeing parallel approaches that prioritize authenticity, community and lifestyle-driven content At The Summit at Overland Expo West, industry leaders emphasized a shift toward relationship-based marketing. Josh Ehren of Storyteller Overland summed it up best: “Tell your story so your audience can tell theirs.” That same sentiment echoed at NSSF’s Summit, where Dan challenged brands to rethink marketing in regulated, niche industries, urging them to trade polish for honesty and algorithms for authenticity. These aren’t two entirely separate communities, they share many of the same values. A lifestyle built on preparation, respect for the land and the pursuit of adventure. Check out our latest blog posts, where Beth shares key insights from The Summit at Overland Expo West and Dan unpacks the future of 2A marketing from the NSSF Marketing & Leadership Summit.

During a recent Madison River Foundation fundraiser dedicated to conservation and community, we had the pleasure of reconnecting with friends from Madison Valley Ranch and onWater. We first connected with these incredible partners during last year’s Traction Series River Summit, and it has been amazing to witness their continued commitment to protecting the waters we all cherish. A highlight of the evening was an engaging presentation by Dr. Lindsey Albertson of Montana State University, who shared her pioneering research on the giant salmonfly, a keystone species that reflects the health of our rivers. Her findings show how these remarkable insects shape trout habitat and sustain the entire Madison River ecosystem. If you have experienced the salmonfly hatch, you know just how magical and important it is. A huge thank-you to the sponsors who made this event (and this critical research) possible: Madison Valley Ranch Orvis Scientific Anglers Dry Creek Vineyard Burnt Tree Brewing Your support helps the research and restoration efforts that will help keep the Madison River healthy for generations to come.

The Growth Garage Lunch & Learn on Digital Marketing hosted by Kahn Media and TREAD Agency had some key takeaways for outdoor brands looking to get more from their paid media. 1. Start with a Clear Goal Like scouting the field before a hunt, know what success looks like before you even step out. • Awareness: Brand reach, video views, impressions • Consideration: Traffic, engagement, website clicks • Conversion: Sales, signups, app installs Bottom line: Choose KPIs that match your campaign’s intent. 2. Know Your Metrics It’s like packing for a backpacking trip, you need the right tools for the journey: • CTR: Are you drawing people in? • CPC: Are leads costing too much?• Conversion Rate: Are they taking action? 3. Pick the Right Ad Format Choosing the right ad is like picking the right fly, what’s going to get the bite? • Text Ads: Fill out every field means more space = more visibility • Image/Shopping Ads: Ideal for e-commerce. Keep your online catalog sharp and current • Video Ads: Top-of-funnel storytelling that shows, not just tells • Lead Forms: Quick-hit tools for surveys or data capture 4. Avoid Digital Marketing Common Mistakes Think of these like ignoring signs of a grizzly in the area: • Unclear goals • Tracking that doesn’t workInconsistent ad spend • Recycled messaging • No testing, no growth Bonus: Tips for Smaller Brands • Start with an awareness campaign by post at least weekly • Tell a compelling story, not just a sales pitch • Use geo-targeting to extend your reach (remember that you will need a budget for a higher CPC) Want to dive deeper into digital marketing for your outdoor brand? Schedule a meeting today: https://lnkd.in/gZVM3Svu to talk about strategies that get real results. And don’t miss out on our next Growth Garage where we will be talking about AI Search Optimization vs. Traditional SEO. Stay aligned with how modern consumers search by signing up today: https://lnkd.in/gFtRWmHr

Grab your lunch and join Krishan Udvadia our digital marketing director at Kahn Media and TREAD Agency for our Lunch & Learn session, where we’ll break down what works, what doesn’t and how to maximize your time and budget. You’ll learn: • How to choose the right platforms • How to allocate your ad spend wisely • How to create content that resonates with your audience Walk away with actionable insights, expert tips, and a clear plan to sharpen your strategy. Bring your questions—this is an interactive session with live Q&A. 🕙When: Friday, June 13 at 11:00 am PST 📍Where: Register with this link: https://lnkd.in/g_Cjzkzb

Ready to start your email strategy? Here are five ways email marketing remains one of the most versatile and effective approaches in a brand’s marketing toolkit: 1. Email marketing is permission-based, meaning your audience has already expressed interest in hearing from you, making it a high-intent channel. 2. Allows your brand to deliver personalized customer experiences (product recommendations based on behavior and dynamic content based on user segments like location, past purchases and engagement). 3. Through platforms like Kayvio, email marketing is measurable and optimizable to refine messaging, test strategies and optimize campaigns over time. 4. Email marketing integrates seamlessly with other channels like social media, paid ads and content marketing, acting as a glue in the digital ecosystem to build relationships, reinforcing messaging and driving consistent engagement across the customer’s journey 5. Email marketing is about creating a consistent, relevant, branded and human experience in every inbox touchpoint. When an email offers more than a discount code, your subscribers look forward to it and the brand earns a spot in their routine. We published a blog on why email marketing is essential for outdoor and enthusiast brands. Take a look at our website. If you’re ready to turn email clicks into actual orders, let’s talk. Email us at info@treadagency.com and we’ll show you how to make every send count.

Beth Brennan just got back from The Summit at Overland Expo West, a B2B event held before the regular Overland Expo show, designed bring together industry leaders to talk strategy, data and the future of the space. Here are three key takeaways for outdoor brands and marketers: 1. Overlanding has grown to 12M+ participants, driven by younger, budget-conscious adventurers with long-term aspirations. This audience values trust and real-world performance over flashy marketing. 2. Intermediate overlanders (1–5 years in) are now the core demographic. They're upgrading gear steadily and rely on in-person events for education, inspiration, and purchase decisions. 3. Community over clicks. With consumer trust in online ads declining, the brands winning are those focused on shared values, transparent stories and emotional connection. Bottom line: Know your audience. Show up authentically. Build something that lasts longer than one transaction. Want the full 2025 Overland Industry Report? DM us—we’ll point you in the right direction.