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November 13, 2008

Retro Brand Names and New Slogans Hit the Slopes Despite Economic Woes

downhillski16.gifNow is the time of year when skiers start heading to the stores to buy their equipment and season tickets, and this year the ski world has adopted a "why worry?" attitude towards the recession.

The thinking behind this viewpoint is that skiers are passionate about their sport and are willing to spend for it even in tough times. Over the next few weeks we'll see if that optimism is truly well-placed.

One thing is for sure, there's plenty to buy. New mid-fat skis retail between $700-$900 before you buy the bindings and the new "Grizzly" ski from marker with Marker bindings will set you back $1600. And if you're going to buy that, you may as well spring for the Swamy g.cell ski gloves with a built in cell phone for $500. I know that at least one member of our team is tempted to get both.

In addition to all the expensive new gear, Ski resorts are working hard to pull skiers back to the slopes by appealing to the "soulful" element of the sport.

In fact, Ski Idaho's new slogan is "Idaho &mdash The Soul of Skiing."

DC (an extreme sports equipment manufacturer) is also making an effort at marketing wordplay by selling snowboard's with its "Enjoy the Ride More" campaign (note that word more - in tough times, consumers are certainly searching for more).

Utah ski stores are cautiously expecting the best, but Vail, Colorado is taking no chances. They have put an extra half million into promoting the resort, referring to the national economic situation as an "emergency."

The slogan "Ever Vail" has been one output from this effort, which wonderfully appeals to the timelessness of the sport, but I would also think that bringing back retro brand names like Dynastar Twister is a smart marketing decision as well.
07_ski_dynastar-twister.pngSkiers are loyal to their sport, which also suggests that they are loyal to their sports' brands. Offering retro brand names and promoting areas by emphasizing their emotional appeal is definitely a good way to start enticing skiers back to the powdery peaks.

The real appeal of skiing is that it is a passion handed down from parents to children and sometimes all people need is just a little reminder of why they love it so much in the first place.

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Posted by William Lozito at November 13, 2008 10:12 AM
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