Breaking trail: apps in the world of PR

There are some apps, like the Kissing Test, whose novelty wears off quickly, and are deleted even quicker.

Then there are apps that stay on your device and actually are somewhat helpful in your everyday life!

Some of these are being produced by well known companies as a PR tool: as a new way for them to interact with their audiences - not by giving them another fridge magnet with the company logo - but by giving them something actually useful.

The trick (or key to PR) is knowing what that something is which your audience finds useful.

For the popular outdoor clothing and equipment company The North Face, that something is the Trailhead app.

This free app appeals to their customer’s love of exploring the outdoors by providing a place to discover and share trails for a variety of activities. Once the app keys into your location, you can search the database for trails near you, narrowing down your choices by activity (walking, mountain biking, back-country skiing), length, and proximity. During your trip, the app uses GPS to track your progress, with the option of sharing your journey with friends, family, and other outdoor-sy people on Facebook and Twitter.

The key here is that there is no direct call to buy any North Face products; rather, the idea is that through interaction with this practical app, users will come to associate outdoor activities, exercise, and exploration with the North Face, and the company itself as one that understands (responds, works to fulfill) their customers’ needs.

And hey, down the line, maybe those brand associations might induce some purchases and great customer loyalty!