Model For Success
WHAT IS IT?
What makes an industry or business successful? If we take a page from any of the leading Fortune 500 companies in the world today, it is listening to, and creating a personal dialogue with, today’s power broker: the consumer. The Model for Success began with a mission to help the snow sports industry succeed in selling more downhill conveyances (alpine and Nordic skis, snowboards and snow shoes). Together with Leisure Trends Group we surveyed over 1,300 snow sports participants to find out if increasing sales was possible and how it could be done. The survey findings identify the type of sales language, product information and performance attributes that connect with snow sports participants.
HOW CAN I USE IT?
Use the data from this report to understand how you should be connecting with snow sports participants. It can help you develop more effective marketing materials, sales strategies and promotions tactics that will lead to increased equipment sales.
Executive Summary – a compilation of the five stage study aiming to determine whether it is possible to increase sales of downhill conveyances and, if so identify the means of doing so.
Click here to download the Executive Summary.
The five Stages of the Model for Success are available for download below.
Stage I – reviewed the recent sales history.
Click here to download Stage I: Downhill Conveyances
Stage II – culled a best-practices list from the strategies and tactics of a list retailers from outside the ski industry.
Click here to download Stage II: Retailer Best Practices
Stage III – surveyed more than 1,300 avid participants, primarily advanced and expert, to discover their purchase habits and to determine what in their sports matter most to them. Unaided, open-ended questions helped reveal what customers meant by “performance,” and the responses provided many of the slogans used in Stage IV.
Click here to download Stage III: Consumers
Stage IV – tested a series of print ads developed to test the power of these phrases and concepts.
Click here to download Stage IV: Retail Consumer Directions
Click here to download Stage IV: Retail Consumer Directions with Comments
Click here to download Stage IV: Equipment Tuning
Stage V – Intermediate Participants.
Click here to download Stage V: Intermediate Participants
Click here to download Stage V: Intermediate Participants with Comments and Suggestions
Intermediate Participants Follow Up Study – a follow up understanding of the purchase behavior, motivation and communication to the intermediate snow sports participant.
Click here to download Model for Success: Intermediate Participant Follow Up
The study is provided in pdf format which highlights the key findings of the study, a breakdown of the markets and steps suppliers and retailers can take to help move more product. For more information, contact Anovia Daniels at ADaniels@snowsports.org.