It’s spring, although you wouldn’t have known it a few days ago in Utah. Sunday night was our biggest winter storm of the season.

But alas, it is spring and outdoor brands should be preparing for a very busy new media season.

Why? Because the first spring grassroots event has come and gone and it was a huge hit. In no small part to great pre-planning, pent-up demand and new media to fuel the momentum. Canoecopia had 25,000 people at its event in Madison this year. And there was Twitter and Facebook buzz before during and after the show.

And look for more of this as other spring and summer events get started. Community is hot. Many people are liking where they live. And they are finding a lot of fun things to do just beyond the white picket fence. And they want gear because they want to road bike with their pals, and the girls want to climb, and the Grandmas want to hike, and it goes on and on. And many want to publish their experiences and equipment.

We are in a very fortunate place, we of the outdoor ilk.

So, let us capitalize.

If you are a retailer:

1. Sponsor three major community events this summer.

2. Advertise the event with new media. Learn who is active among your staff. Get them together. Give them a budget. And the message. And turn them loose on Twitter, Facebook, and your Blog. And give them time to do it.

3. Talk the events up on the sales floor.

4. And during the event have three employees taking pictures and videos. And then post them on your new media sites. This will build momentum for the next event.

5. And have a large presence during the event. A tent. Product for people to test. And do crazy stuff. Be a part of the community. Remember, many members of your staff are probably popular in the community. This helps.

6. And have fun.

If you are a brand:

1. All politics are local. Be local by not having a large corporate presence, but a down-home presence that fits in. This means knowing the culture of the event. If it is in Louisiana and the food is cajun, well, you may well want to supply the beer…just not Stella Artois.

2. Bring lots of product and show it off. Have demos. Have some of your athletes or local retail salespeople there to work with people on game improvement.

3. Support your reps with bigger budgets and more people. One guy, some product, and a tent doesn’t cut it anymore.

4. Employ new media (Twitter, Facebook and your Blog). Push out the information but do it as “news”. Assume people will be interested. And don’t stop during the event. Tweet then. And after the event use Flickr and YouTube to show those who couldn’t make it. This builds momentum.

5. Partner with your retailers. Follow their lead on much of this because they live in the community.

6. Partner with one other local business…like an ice cream shop, wine store, or a great deli. And figure out a way that you can keep people circling around your brand, while also sponsoring a good time.

You want a return on investment for new media? Then give new media something to talk about.

Sell your products through:

1. Community

2. Engagement

3. Content

Lower the draw bridge. Walk across the moat. Go among the people.

You’ll love it.

And your business will grow.