“The Retailer Marketing Guide has a ton of great ideas for shops, both small and substantial, new or established, which help expand our marketing campaigns,” said Monique Czarnecki of Modern Skate & Surf in East Lansing and Royal Oak, Mich. “It’s a great tool to reference because there is really something for everyone to use.”
Provided to retailers through the mail and via download, the RMG’s 24 customizable campaigns take retailers through four seasons of marketing efforts with radio ad copy, postcard headlines, offer ad copy, sample social media posts, blast email copy, images, in-store event ideas and more. The guide is organized by season, segment, campaign, communication medium and sport. SIA reminded retailers with emails throughout the season about the RMG’s timely campaigns for high points like the holidays and the winter break.
Tyrol Ski and Sports, the only snow sports specialty store in Rochester, NY., was looking for ways to balance traditional advertising with digital marketing and manage events when the RMG arrived. Using the RMG has given the store new confidence in social media, helped refresh headlines in email messages and added new typefaces to their marketing campaigns.
“So far the guide has been helpful for coming up with lines in print ads as well as for our radio ads,” Kristen Welch of Tyrol Ski and Sports said. “As we get into more social media, it should be even more helpful.”
Tom Furest, owner of Pedigree Ski Shop and 44 Board was looking for a better way to communicate to customers about the importance of new ski and snowboard technology to a positive mountain experience. The RMG prompted him to incorporate content and links from Snowlink.com, SIA’s consumer site about snow sports, into the stores’ traditional marketing content and QR codes links on shop posters.
“The thing that comes at a highest premium for the independent retailer is time,” said Mike Duncan, president of the Board Retailers Association. “With plug-and-play ideas and easy walkthroughs of all the marketing elements presented in the guide, SIA is saving our members time without sacrificing the crucial marketing elements of their business.”
Interactive PDF (optimized with Adobe Reader) and mobile PDFs of the RMG are available for download at snowsports.org. An addendum to the RMG with tips for shops marketing the Learn to Ski and Snowboard Month and Bring a Friend consumer programs is also available online.
Source SIA
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