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Creating Concepts, Copy & Concepts For Measurable Business Results

 

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.

Social Media Skillz 101: Before You Ask Them For The Order Online, You Must First Engage Them

WARNING: This entry is long. If you suffer from Marketing ADD, social media is not for you. Social media engagement requires a daily, long-term commitment through a number of relevant channels before you can even expect a reciprocal and profitable relationship. If you're looking for a, "quickie", look elsewhere. If anyone tells you, "different," run and hold on to your wallet. They're lying. 

 

Client: Drippies Gloves-Authentic Maine Mountain Mitts

Target: Male Skiers & Boarders, Ages 13-21

Geographic Target Reach: United States Ski Areas with Northeast Concentration 

Social Media Channels: Facebook (Ski Related Pages) Twitter, YouTube, Ski the East Forum, Teton                                       Gravity Research Forum, Epic Ski

Social Media Engagement Frequency/Duration: Phase I Ongoing Daily Engagement for 1 Year

Marketing Objectives: Increase awareness of Drippies Brand from zero to 10% of target market
                                 Build "Street Cred" for the Drippies Brand among park riders
                                 Attract press and communication leader attention to Drippies Brand
                                 Attract investors to the Drippies Brand
                                 Soften the beachhead for other convergent marketing tactics
                                 Cultivate and grow relationships with up & coming skiers/riders for Drippies
                                 Brand sponsorship. 

Sample of Drippies Social Media Engagement Tactics-Under the Name Vinstant (used in all engagements)

Epic Ski Forum
Subject: Bob Peters, well-known and beloved Jackson Hole skier/mountain guide/mentor/Epic Ski  
             Moderator      

A Calculated and Well-Phrased Question To The Right Person Is A Great Way To Begin A Online Relationship:                      

My Thread Won Placement (Based On Forum Response) On Epic Ski's Home Page Gaining Higher Visibility for Me, Vinstant (No Asking For the Drippies Order Yet)

The Bob Peters (Communications Leader) Thread Is Just One Of Vinstant's Many Engagements On The Epic Ski Forum:

Vinstant (Vinstant Carriuolo) Also Engages On Communication Leader Facebook Pages Such As Arapahoe Basin: 

Sunday River's Facebook Page, Too: 

 

Call me today at 978 518.2768 to hear about the results. 

Social Media Skillz 101: Piggyback, Whenever Possible, On Market Influencers & Communication Leaders

WARNING: This entry is long. If you suffer from Marketing ADD, social media is not for you. Social media engagement requires a daily, long-term commitment through a number of relevant channels before you can even expect a reciprocal and profitable relationship. If you're looking for a, "quickie", look elsewhere. If anyone tells you, "different," run and hold on to your wallet. They're lying. 

Client: Drippies Gloves-Authentic Maine Mountain Mitts

Target: Male Skiers & Boarders, Ages 13-21

Geographic Target Reach: United States Ski Areas with Northeast Concentration 

Social Media Channels: Facebook (Ski Related Pages) Twitter, YouTube, Ski the East Forum, Teton                                       Gravity Research Forum, Epic Ski

Social Media Engagement Frequency/Duration: Phase I Ongoing Daily Engagement for 1 Year

Marketing Objectives: Increase awareness of Drippies Brand from zero to 10% of target market
                                 Build "Street Cred" for the Drippies Brand among park riders
                                 Attract press and communication leader attention to Drippies Brand
                                 Attract investors to the Drippies Brand
                                 Soften the beachhead for other convergent marketing tactics
                                 Cultivate and grow relationships with up & coming skiers/riders for Drippies
                                 Brand sponsorship. 

Sample of Drippies Social Media Engagement Tactics:  Piggyback

Call me today at 978 518.2768 to hear about the results. 

Social Media Skillz 101: In Online Engagement, You Scratch My Back and I'll Scratch Yours

WARNING: This entry is long. If you suffer from Marketing ADD, social media is not for you. Social media engagement requires a daily, long-term commitment through a number of relevant channels before you can even expect a reciprocal and profitable relationship. If you're looking for a, "quickie", look elsewhere. If anyone tells you, "different," run and hold on to your wallet. They're lying. 

Client: Drippies Gloves-Authentic Maine Mountain Mitts

Target: Male Skiers & Boarders, Ages 13-21

Geographic Target Reach: United States Ski Areas with Northeast Concentration 

Social Media Channels: Facebook (Ski Related Pages) Twitter, YouTube, Ski the East Forum, Teton                                       Gravity Research Forum, Epic Ski

Social Media Engagement Frequency/Duration: Phase I Ongoing Daily Engagement for 1 Year

Marketing Objectives: Increase awareness of Drippies Brand from zero to 10% of target market
                                 Build "Street Cred" for the Drippies Brand among park riders
                                 Attract press and communication leader attention to Drippies Brand
                                 Attract investors to the Drippies Brand
                                 Soften the beachhead for other convergent marketing tactics
                                 Cultivate and grow relationships with up & coming skiers/riders for Drippies
                                 Brand sponsorship. 

Sample of Drippies Social Media Engagement Tactics "You scratch my back, I'll scratch yours."

Letting Others Know That You Promote Them Online Is Sure To Strengthen Your Engagement.
Arapahoe Basin Was Chosen For Its Communication Leader Cache. 

Call me today at 978 518.2768 to hear about the results.