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The Media
Facebook – The world’s largest social network doesn’t show signs of slowing down. The site is a go-to virtual gathering place that
no-brainer to connect with a broad range of consumers in a friendly environment. You have the opportunity to share content, promotions, opinions and even post polls for your customers to answer. No matter the number of administrators for your shop page, keep the voice and messaging consistent, and don’t be afraid for shop personality to come through! Evoking conversation and discussion connects users to your shop brand, and there’s nothing better than that.
Twitter – Offering you the opportunity to reach out to your network, called “followers,” in its famous 140 characters or less, Twitter allows
you to share short messages or “tweets” in real time. Use Twitter to re-post interesting info from local resorts, favorite athletes and the brands you carry, and to promote in-store activity and promotions. You can also sync your Twitter
king of interaction, Twitter is great for sharing and passing info along. Think about how you prefer to deliver your message and how your community prefers to read it!
4 snowsports.org/rmg
so you can make an educated decision when choosing how to communicate with your customer. Not all media work for all shops. Consider doing a customer survey to see how they prefer to keep up with promotional and community news,
AD HEADLINES The most tried and true delivery of a marketing message is through a print ad. Though these can be expensive depending on the magazine or newspaper, it’s the most traditional method of advertising and can be an effective way to communicate promotions and events.
SOCIAL MEDIASocial media is no longer an option for most retail stores – it’s a must. The number of different communities can be daunting, but the good news is you don’t have to – and shouldn’t – feel you have to have an account for everything. Based on your audience, the style of message and type of engagement you like to elicit, two or three social media campaigns are more than enough to use to communicate your marketing messages. Unlike traditional advertising, since your communication is free and unlimited you can and should use these opportunities to build your community, sharing opinions, information and even just talking about the weather. It’ll build loyalty and commitment from your customers.
Radio – radio is still a really effective way to reach your customer. A 30-second spot on a local
station is fairly affordable compared to print, and it gives you ample time to communicate promotional messages with excitement over a crucial course of time. Whether it’s a general reminder message about the impending season, tuning, sales or events, a great script will engage your customer and remind them to stop in soon. We’ve provided a customizable 30-second radio script for each of the campaigns in this guide.
Emails – If you’ve been able to collect the invaluable email address (hint – point of sale, with the prospect of email-exclusive discounts,
sending email promotions 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.) While building an email message can seem complicated, most software offers templates and can even set it up for you. In this guide we provide custom-built emails for you to add to your marketing arsenal.
YouTube – Video sharing sites like YouTube and Vimeo allow users to post and view videos. You can – and should – use these sites to position
your shop as the local snow sports expert. “How-to” videos about adjusting or waxing equipment, mini-infomercials that introduce your staff and their backgrounds, and even snow reports are great ways to reach your audience through this channel, and you can post these on your other
– when a user shares it with his network, they share it with theirs, and so on and so on.
Instagram – One of the quickest growing social media vehicles of all time, Instagram is a photo editing and sharing community. Retailers
can engage their customers by posting fun photos and prompting their community to share photos back, “tagging” the shop by putting an @ sign and the shop account name in their own post. When used properly (a.k.a. not overusing), sharing a photo of a sale sign or a piece of merchandise that is on sale or that just arrived can instantly excite and incentivize your customers to come in and check it out. It’s a great community-building tool where you can purvey your shop story and personality to a devoted customer base. In the following pages you’ll see over 20 different posts you can use to integrate Instagram into your marketing plan.
Pinterest – Pinterest is one of the newest ways for people to bookmark and share groups of things on the web. It’s a themed scrapbook, or
photo album of sorts. You can set up different Pinterest Boards for different topics, whether it’s to share current winter sports events and athletes, current fashion trends that apply to the industry, or even a group of music videos that your staff listens to when they ski/ride. Pinterest is a great sharing tool that will have your followers spreading your “pins” throughout their own communities and beyond. We’ve provided a variety of Pinterest campaign ideas that will capitalize on the female audience (the most loyal Pinterest users) and beyond.
OTHER MEDIA
HeadlinesALL SPORTS
Everything’s better with a friend
Shop with a friend and save! [Buy two ski or snowboard packages, get two free lift tickets]
Buy two, get 25% off
each [thing here.] Shop
with a friend
SKI
Shop with a friend,
ski with a friend!
SNOWBOARD
Share the love- bring a friend boarding
BACKCOUNTRY
Safety in numbers! Always bring a buddy with you out of bounds. (We’ll outfit the crew)
Social Media FACEBOOK ALL SPORTS
Everything is better with a friend (cute ski lift photo; something similar or clever.) Share your photos on our page!
Grab a friend and save. Download our buddy coupon and when you come in with a friend save 15% off when you buy the same item (or similar special deal – upload coupon image.)
SKI / SNOWBOARD
How many of your crew ski vs. snowboard?
INSTAGRAM ALL SPORTS
Post your pics on the hill with a friend #mountainbff
YOUTUBEALL SPORTS
(Deliver this message on other social media, especially Facebook or email.) Send us videos of you and your friends having a great time in the snow. We’ll share them on our Facebook page!
RADIO SCRIPT (30 SECONDS) ALL SPORTS
Everything is better with a friend by your side. And we want to reward you and your friends who ski and ride together. Next time you shop together and spend XX each, you’ll receive [free lift ticket, $$ off your next purchase, etc.] Then you can take your new gear up the lift and down the mountain in style. At [shop name here] we always have special deals. Check our [website/Facebook page] for special sales, events and promotions all season long. [Shop name, address here. Check our store hours and address at website here, Facebook, Twitter.]
BRING AFRIENDJANUARY / FEBRUARY
Jan-Feb Event Ideas1. Shred Betty Sale! A weekend of discounts
only on women’s snowboard hard and softgoods. Includes brunchy apps each morning, a clinic taught by a female, and a raffle for a women’s snowboard video.
2. Family Day! Set up a weekend day where there are resorts/travel agents there promoting family package deals, facepainters or balloon makers, sticker and keychain style giveaways, lift ticket raffles, etc.
3. Learn to Ski and Snowboard Clinic! This could be cool co-hosted at a school or public area other than the shop; participants can be given a special coupon or voucher for a promo item/lift ticket when they come to the store.
4. Re-learn to Ski and Snowboard Refresh Clinic. Aimed at lapsed skiers/riders, this clinic will reintroduce them to the exciting recent evolution of technology in hard and softgoods over the past ten years. By demonstrating equipment differences and discussing performance your staff can show how important refreshing your setup is to best experience and most ideal learning curve.
Headlines ALL SPORTS
Want to [sport here]? Let us help you get started!
Your local ski shop – the place to go before you go!
Be prepared for your !rst time [New gear gives you your best shot at success]
SKI
Green skiers shop here
SNOWBOARD
Make sure you prepare
before you pop your
snowboarding cherry!
Wanna snowboard? Ask an expert, not your friend
SNOWSHOE / CROSS COUNTRY
MAKE TRACKS HERE BEFORE YOU
NEW SKIER & RIDER
44 snowsports.org/rmg
JANUARY / FEBRUARY
NEW SKIER & RIDER
Social Media FACEBOOK ALL SPORTS
First timer this season? Share your first tracks stories!
Hey snow junkies, what can you share with those just getting into it? What are your favorite things about being on the mountain whenever possible? Welcome to the club! Get a free lift ticket when you buy or rent a seasonal ski or snowboard package. Now through [time here.]
SKI
Welcome to your ski addiction. Be careful or you’ll end up like this: (post a funny blog or article, like this one: http://skibummery.com/addiction.asp)
SKI / SNOWBOARD
So newbies, what’s your choice? Ski or snowboard?
INSTAGRAM ALL SPORTS
#firstdays Share a photo of your first days on the hill. Come on, we all learned once! (Share a photo of a new skier with skis pointed together or a snowboard on their butt!)
YOUTUBE Getting started! While you can’t teach them how to ski or ride you CAN show them basic stance and setup (recommending even if they have their own stuff to bring it into your experts for a look-see.) Show them position and have your “host” even chime in about their first season. Tagged properly, you’ll get hits from all over the web which is a bonus if you have an online store!
RADIO SCRIPT (30 SECONDS) ALL SPORTS
We at [shop here] are thrilled that you’re getting into [sport here, or list ‘em all.] The place to go before you go is your local shop and we are it! We can show you the latest tech, fit you for boots and skis or a snowboard, or just answer your general questions! The best friends to make when you’re getting started on the hill are those at your local ski shop. We’ll get you set up, refer you to local clubs, get you outfitted at the best prices and best prep you for your formidable days on the mountain. Stop by and see us first. [Shop name, at address here] or online at [website.]
HTML EMAIL“Bring a Friend this month” We have an email template you can use as is, or modify as you need. Get it here: snowsports.org/emailcampaigns
PRE-DESIGNED EMAIL
TEMPLATESWe have provided several pre-designed HTML email
templates for you to modify or use as is. Get what you need at snowsports.org/emailcampaigns
JANUARY / FEBRUARY
46 snowsports.org/rmg
Headlines ALL SPORTS
Get back to where you
once belonged – on the
mountain!
Been a while? Stop
in and refresh!
Your [equipment] may be too old, but you will never be! Get back to the mountain today
Return to skiing/snowboarding the right way – with new, upgraded gear
SKI
Refresh your gear and get back to the snow
SKI / SNOWBOARD
HOW LONG HAS IT BEEN SINCE YOU WERE ON A SKI LIFT?
SNOWSHOE / CROSS COUNTRY / BACKCOUNTRY
The trails miss youSNOWSHOE / CROSS COUNTRY / BACKCOUNTRY
Get back to the backcountry
LAPSED SKIER & RIDER
TUNE IN!Good tuning and service can make or break a day out on the hill. With properly tuned
equipment, your customers will have the best experience on snow. We’ve developed a few standard
postcard templates to use for your
snowsports.org in the Retailers Resource section
JANUARY / FEBRUARY
Social Media FACEBOOK ALL SPORTS
When’s the last time you went skiing or snowboarding?
If you’re on our page, you’re thinking about it. Come back to the snow!
SKI / SNOWBOARD
Bring back someone who hasn’t skied in years! If they buy new skis or a snowboard we’ll give you a [incentive here.]
SKI / SNOWBOARD
Come back to the shop and get back to the snow. $10 off tuning on skis and snowboards you bought here! Print this coupon or show us on your smartphone (photo of coupon.)
YOUTUBE ALL SPORTS
Welcome Back! A special update to show a returning skier. You can either tag a group of videos that can help them or set up a special selection of clinics, tech update and “how-to/beginner” videos we’ve discussed in the other campaigns, or do one video that gets them up to speed in this regard. As always, feel free to promote this through your other channels, including with a counter card and by word of mouth in the shop!
PINTEREST Pinterest Board Name: Then and Now Look at the differences of snow sports technology. Pin “then” and “now” items to each page, stressing tech and fashion trends, style, athletes, etc. Could be really fun!
RADIO SCRIPT (30 SECONDS) ALL SPORTS
When’s the last time you went skiing or snowboarding? Why did you STOP?! Remember the sweetness of bluebird skies, the sharp, fresh bite of the mountain air? At [shop here], it’s our job to get you back out there, and safely! We’ve got lots of new technology to ease you back into your sport. Got your own gear? Let us tune it for you – after even a season it can use a good wax and tune. Make your return to the mountain a permanent one. Stop by [shop name] today. [address, website, Facebook and/or Twitter.]
LAPSED SKIER & RIDER
THE RETAILER MARKETING
GUIDE IS ONLINE!This entire guide and more is available
online. You can easily sort by sport, season segment, campaign, and even
by type of message! Access the tools at snowsports.org/rmg
JANUARY / FEBRUARY
CONSUMER OUTREACH OVERVIEW Focusing on Getting More People On Snow, and New Gear, More Often.
Increasing participation and moving product are two of the most important things we can do to ensure the continued growth of our industry. To that end, a percentage of SIA member dues go toward supporting consumer programs. We also encourage and appreciate the
participation and help in spreading the word about our programs to your customers. Learn more at snowsports.org/consumer.
=Participation =Moving Product
SNOWLINK The Snowlink.com website is tailored for the adult/ parent audience and provides content on gear, preparing for a winter sports vacation, where to go, health and safety tips,
Visit Snowlink.com.
WINTER TRAILS Winter Trails is designed to bring newcomers into snow sports. It offers children and adults an opportunity to try snowshoeing and/or cross country skiing FREE at nearly 100 locations. Visit wintertrails.org.
SNOWLINK FACEBOOK PAGE Snowlink Facebook is building a social community for those who love snow sports with trending photos, industry news and gossip connecting consumers to shops, resorts and back to Snowlink.com for more. Like Us at facebook.com/snowlink.
WORLD SNOWBOARD DAY For one day, resorts around the world offer free snowboarding activities to get newbies into the sport or attract the passionate back on the hill. World Snowboard Day, December 20, 2012. Find the latest at world-snowboard-day.com.
LEARN TO SKI & SNOWBOARD MONTH Learn to Ski & Snowboard increases awareness of snow sports and professional instructors organized by NSAA, PSIA-AASI, NSP, SIA, and numerous other industry partners and supporters. Visit skiandsnowboardmonth.org.
BRING A FRIEND A Learn to Ski and Snowboard Month promotion to encourage existing to introduce a newcomer to snow sports and encourage taking lessons from a professional. Registration required, prizes awarded. Visit bringafriend.org.
SNOW SPORTS INSIDERS The Snow Sports Insiders is an online consumer research survey system devoted to understanding the consumer of winter sports products and learning from their responses. Visit snowsportsinsiders.com.
SHIP YOUR GEAR To help consumers find alternatives to increased airline baggage fees, SIA used its relationship with FedEx® to launch the Ship Your Gear consumer program, including a discount of up to 16%. Visit snowlink.com/shipyourgear.
RETAILER TO CONSUMER CAMPAIGNS To help snow sports specialty shops connect with their customer, develop stronger relationships and sell more products, SIA has generated retailer marketing campaigns and initiatives. Scheduled to launch August 2012. Check out snowsports.org/rmg.
PROJECT CONNECTION SnowSports Industries America | SIA is in the testing phase of working with snow sports specialty shops to develop databases utilizing unique customer information allowing for more targeted communications to increase sales.
SKI & SNOWBOARD CLUBS Snow sports clubs are a great way to make new friends and find partners to head to the mountain with! Some clubs get together year-round to watch movies, share stories and plan for big trips the upcoming season, too. Find a club near you on snowlink.com.
PASSPORT PROGRAMS NY, PA & UT SIA is analysing data for the Passport programs that introduce 4th & 5th graders to the sports of skiing and snowboarding and remind their families that getting out in the snow is fun. For more info see skiandrideny.com, skipa.com and skiutah.com.
SIA PUBLIC RELATIONS SIA does year-round efforts pitching snow sports through events, press releases and media alerts to consumer and media outlets.
Connect with us! snowsports.org/social
SNOWSPORTS.ORG // SIASNOWSHOW.COM // SNOWLINK.COM
SIA SOCIAL MEDIA OVERVIEW
TRADEPurpose of Program – SIA Social
Generate additional marketing/communications vehicles through social networks connecting SIA/SIA Snow to the industry commu-
nity, giving SIA a more personal voice/role while increasing our communications and outreach through the social platforms.
SIA Social Channels (the association-industry trade targeted)
Social Dashboard (landing page on www.snowsports.
org of all SIA social sites)
–
–
– #SIAsnowdown (SIA Summer Snowdown –
–
–
– #SIAmerch (SIA merchandising tips)
– #SIAdata (SIA Research/Data)
Vimeo (video channel)
YouTube (video channel)
Flickr (photo sharing)
Show, Summer Snowdown, On-Snow Demo, Com-
munity (SIA/staff photos)
–
–
–
–
– Instagram (SIA Instagram)
– SIA Summer Snowdown
–
SIA’s Latest
-
try news and gossip, interviews
SNOWSPORTS.ORG/SOCIAL
SIA SOCIAL MEDIA OVERVIEW
CONSUMERPurpose of Program – Snowlink Facebook & Snowlink Pinterest
-
in” for snow sports.
Snowlink.com Social Channels
videos, Snowlink.com, consumer programs
–
–
–
–
SNOWLINK.COM
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