September 17, 2014
You’re channeling all of your creativity and ingenuity into moving product the 14/15 season, and SIA can help. Retailers across the snow sports industry have found a great marketing companion in SIA’s free Retailer to Consumer Marketing Guide (RMG) packed with specific advertising, social media and email marketing tips across 24 campaigns.
“In a word I would say the Retailer to Consumer Marketing Guide is ‘inspiration’,” said Teddy Schiavoni, Summit Ski and Snowboard owner and hardgoods buyer. “It breaks down many different ideas and is clearly written by people who understand the ski and snowboard business.”
Schiavoni, whose shop is based in Framingham, MA, is solely responsible for the marketing for his business. “As much as I would like to say I have someone working on marketing full time, it’s just me. That’s why I love the RMG!” He references the PDF of the guide when he is at his desk pondering what products he should push, weather considerations and the strengths and weaknesses of his business.
Summit Ski and Snowboard’s marketing needs change not only season-to-season, but often week-to-week, Schiavoni said, which makes the RMG a great companion.
“As a small business owner, every dollar you spend on marketing and advertising is literally a dollar out of your own pocket, so you have to be effective and efficient as possible,” said Schiavoni. “The RMG is great because it goes as far as to suggest font types and provides other creative suggestions that help you think in a different way.”
Schiavoni particularly liked the RMG’s monthly breakdowns and ended up having success with marketing leads the RMG suggested like “The newer your gear, the better the performance,” “Shop with a friend, ski with a friend!” and “Look the part you want to play on the mountain with the latest hats, gloves, goggles, helmets and everything else you need.”
How about ready-to-use email templates to send to your customers? The key is delivering a succinct message with up to three ideas and a call to action. It’s a great way to promote discounts, exclusive events or even to communicate partner messages (i.e. a resort promotion.) You can download one (or several) each month! Check them out.
While you’re reviewing the RMG, check out the helpful addendums released as companions to the RMG – The Customer Connection Addendum, The Retail to Consumer Addendum and the Learn to Ski & Snowboard Month Addendum. Visit Snowsports.org/RMG to download all.
To request a hardcopy of the RMG, please email Lindsey Auer at LAuer@snowsports.org.