SIA Newsletter

BEST PRACTICES: EXTENDING AN INVITATION TO NEW AUDIENCES

Lookout Pass Ski School kidsSnow sports enthusiasts are passionate about their alpine, snowboard and cross country skiing pursuits. Long before the first snow falls, these consumers are spending time learning about the latest skis, boots and bindings. Their drive to improve their skiing experience often leads to annual purchases of new gear and equipment.

This audience is vital to the health of the ski industry, but brand managers understand that long-term success includes inviting new consumers to snow sports activities. “We really try to focus the majority of our marketing energy on the specialty retailer and the ‘core’ snowboarder. Our goal is and always has been to deliver snowboarding-specific, rider driven products,” said Scott Mavis, VP of global marketing, Ride Snowboards. “That being said, it’s also important that we continue to foster the youth market and drive brand awareness to broader markets and demographics.” (Read More)

Best Practices by Lou Dzierzak, Lkdcom@visi.com