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Concept Grows Ski Tuning Business, Stimulates T-Shirt Sales & Boosts Viral Convergence

 

The Challenge: 
The founder of Gravity Ski and Board Tuning shop, former World Champion Freestyle skier, Kevin D. Monahan, sought to boost his home-based business online as well as virally with convergent marketing communication tactics. His geographic location, Beverly Farms, Massachusetts, offered an advantage and disadvantage. Beverly Farms and surrounding communities are affluent--a fertile ground for reaching a high concentration of skiers with money to spend on enhancing the performance of their skis. Unfortunately, Beverly Farms is hours away from ski resorts and college alpine race programs where tuning service purchasing decision are made . Targeted users are dispersed geographically. Awareness of Gravity Precision among area high school alpine coaches and racers is zero. Many local ski shops compete for the same tuning dollar. 

The Solution:
Create tactics that could be deployed to online ski forums, such as Ski The East, Epic Ski, TGR, Newschoolers, Facebook, YouTube and Twitter in order to reach prospects within Gravity Precision's geographic area. Create templates for easy-to-produce collateral. Create t-shirts and stickers to spread the brand and build business virally. Drive prospects to Gravity Precision's web site and Facebook page.

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