Marketing Plan by Stacy Hawthorne

MARKETING CAMPAIGN PLAN: 2010

JANU

ARY

THE CAMPAIGN TEAM: Account Planner The fearless, if not faultless leader, Ali is a west coast girl who got schooled by the pizza wedgers her last time on the slopes, fortunately however most skiers in Oklahoma are pretty far from snow. On solid ground Ali is a word nerd, sociology buff, and Cofounder of Lindsey+Asp Advertising and Public Relations agency. Her primary interest is in purchase psychology and buyer motivation, a field she plans to explore world wide before eventually returning to the coast.

Alice Horn

Research When shes’ not being whisked away by the ski patrol this feisty research director is raking in the new business for Ackerman McQueen. Her accomplished resume includes everything from sports marketing to nonprofit work, with over half dozen local firms having benefited from her contributions. Dani hits the job market in May having proven that she has no problem talking to strangers, especially about ski boots. Rumor has it she’s leaning towards a sports position, just as a heads up.

Dani Branch

Media Planner IMC Few men can still rock the nineties flame beanie, but Nick is all about special occasions, and a giant bag of retro ski gear definitely counts. This delightful blend of enthusiasm and chill savwafair have made Nick a success with the Oklahoma Lottery. Not only is hobnobbing with potential millionaires part of his repertoire, but his success behind the scenes in event brand awareness has him looking to make a career in the sports marketing arena, perhaps sans beanie.

Nick Gardner

Clark Kent’s doppelganger could not only save the world with nothing but a quick change phone booth but to top it off this handsome devil balances a mean media budget. Currently headquartered at Skyline Media in OKC Taylor shares the teams’ interest in sports marketing. More specifically business to business promotions and contract management. In addition to soaking up some super sun rays, this hero’s journey includes plans for an MBA; should make for a great business card.

Taylor Bullard

Creative Stacy is an up and coming digital creative, with a passion for sustainability and the source of ninety percent of the teams’ newly adopted ski lingo. With a background in web design and her current position as Interactive and Creative director for OU’s Sustainability Campaign she’s about to prove that paper is a thing of the past, and that green is the new frontier for innovative design. Check out her stuff and get a feel for her style on her page, stacyscanvas.blogspot.com.

20 Client introduction 24 Ski-shop visits 25 Launch secondary research 25 Teleconference 28 Personal interviews

FEBRUARY 2 Teleconference 4 Launch primary research 5 Teleconference 9 Surveys launch 10 Focus group

MARCH 4 Collage test 4 Focus group interview 4 Pro interview 10 Concept test 20 Concept confirm 21 Surveys close

APRI

Stacy Hawthorne

2 Strategy finalization 5 Launch creative 9 Final media selection 14 Media plan 21 Promotion plan 27 Book complete

MAY 1 Proposal prep 6 Presentation

EXECUTIVE SUMMARY: Bios What’s Inside Executive Summary

2 4 5 6

Situation Analysis Research Results 29 SWOT 34 Media Plan 36 Creative Execution 51 Appendix Disc

WHAT’S

INSIDE 4

ange is an established brand with a marked reputation in the ski industry, enjoying high recognition and loyalty among experienced users who have grown into key influencing roles within the snow sports community. The following document provides our plans to restore the brand to the dominant glory it once held, by reviving the brand among the next generation of influencers. Our is a vision for longevity, aimed at centralizing the mountain culture into a single brand much in the way Bob Lange owned the ski culture after taking his new plastic boots to the world cup in 1968. We believe in staying true to the values of Lange, we understand that Lange has always been a key part of skiing for its’ generation, and now we want new generations to join in that lifestyle. This campaign is about connections, from the connection you feel to the people you share the mountain with, and the love of the year’s first snow, to the link between your boots and your skis. This is a story about the links that make a skiers lifestyle work, a story about the people, the snow, the gear, and the places it all comes together. For Lange it’s a story about uniting the glory of it’s triumphant past with the promise of the future. This is also the story of the freedom that those

connections bring, based on the exhilaration you feel on the slope, the pounding of your heart in your chest as you tackle the run, and the joy of weaving through the back terrain. This is a campaign built on the confidence to be a little different, the boldness to go a little further, and the gear that will get you there. Lange is a brand for great skiers because Lange knows a thing or two about being number one. That’s where we want to take you, but you can bet were not skiing in some other guys tracks, we’re carving this out on fresh powder. The following plan is a PR and social media campaign that will establish Lange not only a top brand, but a connective thread that ties the ski community together, keeping skiers close to the things they love, whether it’s the snow or the wonder that unfolds on it. For skiers heaven is the place between the snow and the blue ski that surrounds them, for Lange that’s simply called home, and we’re going to be sure we have everyone over all the time. Welcome to Lange, the new Lange, the same Lange, the number one ski boot producer on the market. Go ahead and see how we put it all together, this is the culmination of everything the target loves, and it’s assimilation into a single brand identity. This is Lange, a liberating connection.

his is how it is, no doubt we’re about to make it way better, but first you have to figure out where your coming from. Overall we’re facing a great run it’s just a little icy right now, as soon as we get some fresh powder on the mountain it’s going to be good to go. Lange is a ski legend all the hot-doggers are talking about, remembered from the days of Bob Lange and those iconic posters, unfortunately however each year there are less skiing members of the “hot-dogger” generation on the slopes. The competition is going crazy over the next generation, while the next generation controls more and more spending each year. Take a look at where Lange is now, but keep in mind we want to see the brand grow, and we’ve got a plan to make that double black look like ego snow.

SITUATION

ANALYSIS

THE

BIZ:

Industry Analysis

Market Share The ski boot industry is composed of around twenty-two manufacturers, eight of which are considered to be key competitors. The top four companies currently control 79% of the alpine boot market, leaving Lange and three others battling for the remaining 21%. Salomon (24%) and Nordica (23%0 are dominating the market with almost a quarter each. Lange sits at a 6% in close competition with parent company Rossignol currently holding an 8% market share, which may suggest some level of cannibalization. These figures place Lange in a position of opportunity to enter the top five, followed by companies such as Atomic (4%) and Head (3%).

Sales Trends The alpine industry, heavily reliant on discretionary spending, has suffered a noticeable adverse sales effect in lieu of the current recession. The current recession, officially recognized in December 2007, lead to an industry downturn resulting the loss of $10M of annual revenue. In effect industry profits were cut in half. Fortunately however Lange’s margins have been slower to decline. In fact Lange has only experienced a totaled $4M dollar loss in revenue, a figure 60% lower than the industry average. The economic downturn has in fact helped level the competitive playing field. Should this pattern persist Lange’s increased market share equity will position the company for exponential growth as the economy recovers.

Seasonality of Sales

Due to the seasonal nature of the alpine boot industry, a significant majority of total revenue earnings come from the “peak season” commencing in late November and continuing through season ending sales in April, the same holds true of Lange’s revenue season.

Sales Breakdown Three distribution channels currently exist within the ski equipment industry; sporting goods wholesale chains, speciality shops, and online retailers, with each attracting a specific ski clientele. Serious skiers are flocking to specialty ski shops at their mountain of choice. Our survey indicated that of 80 skiers, self classified as advanced or above, 94.7% would only purchase equipment from a specialty mountain based store. These figures powerfully negate the proposed viability of online and wholesale outlets as a trusted acquisition point for high performance equipment. Reasons indicated among respondents for this overwhelming preference center around the advanced knowledge levels of specialty store staff and their ability to offer a truly perfect fit.

Demo Events When it comes to buying a new ski boot, the experienced skiers we spoke to compare the process much to buying a car. Buyer’s guides, magazine reviews, and expert employee opinions are helpful resources, but until they experience the ride themselves it means nothing. It has to fit, it has to perform well, and it has to fit their lifestyle. This is where the test ride becomes the most convincing selling point consumers listen to. Demo ski events are an unbeatable competitive advantage that allows skiers to try out the season’s newest boots and experience the latest developments first hand while generating brand awareness. High-end rental shops, especially those who also sell gear, have integrated this option into their sales offering boots from brands like Salomon, Atomic, and Fischer as a one-day demo. Since these boots are of a higher quality and performance level, this offer usually runs about $20-30 more than the average rental price, but connects skiers in the market for new boots to potential purchases. The higher price can be spun positively by deducting the payment from the retail price, if the demo persuades the skier to purchase the boots. Ski boot manufacturers have also taken notice of this trend. Nordica offers free demo days to skiers of all levels at multiple resorts throughout the ski season. In a separate promotion, Nordica teamed up with Subaru for the “Master the Mountain” tour giving skiers at various resorts the opportunity to demo the latest Nordica boots and take part in tours, ski tips, giveaways, and other activities.

Internet Influence The growing influence of the internet is not exempting the ski community. In fact the internet is a growing source of information and inspiration for skiers. On the information front skiers use the web to plan trips and learn about new products and trends, while socially the web allows skiers to connect to their community, gain inspiration, and share their accomplishments. One example of this is a web site sponsored by Solomon and 17 other partners; salomonfreeski.com, a site which highlights the industry’s best performers. This site, tied to various sponsor links, gained over half a million viewers in its’ first year, by focusing on videos alone. Another popular concept has been the implementation of interactive elements in the rental process. Many resorts are in fact allowing skiers to pre reserve equipment and have it waiting on the mountain. This trend is optimizing the rental process and winning over many skiers who must travel to the mountain. At the same time sites like facebook, flicker, and even industry blog sites are a great place for skiers to connect, especially those who don’t live in resort area and are more likely to feel isolated from the sport during the off season. A site combining all of these digital aspects of a skier’s life would stand to see exponential growth, as a connective fiber uniting skiers with everything they love about their sport and tips, advice and information to make their ski time even better.

THE

BUZZ:

Industry Trends

Freestyle Skiing and Trick Parks Younger skiers are constantly craving more excitement, a fact that has many turning to trick parks and free style skiing, with the industry taking notice. Whistler Blackcomb Public Relations Coordinator Ryan Proctor notes that the jumps are getting bigger and bigger, while the parks are attracting both novice and experienced skiers by also including smaller jumps and shorter rails. Though rooted in snowboarding the freestyle ski segment is predicted to be one of the fastest growing markets in the next few years, with youth spending supplemented by parental income. With more than 50% of skiers opting for twin tip skis, and seeking “something that traditional skiing cannot offer” the freestyle movement holds the potential for huge growth among a younger market of daring, competitive skiers, in a relatively unclaimed ski segment (Buchsteiner, Herbert. Product Marketing Director for Atomic Skis). Ownership of this demographic could yield drastic revenue increase for Lange, while perpetuating the brand’s relevance to a younger generation of skilled skiers. These newly acquired users will be essential in perpetuating the brands’ continued success as an established generation of Lange users will soon be hanging up their boots.

Sustainability The climate dependent nature of the snow sports industry has placed dramatic emphasis on industry wide sustainability initiatives. Vendors, resorts, and philanthropic organizations are pursuing green initiatives ranging from environmental awareness partnerships, to renewable clean energy, and green credits to recycled materials. SIA research has shown that 86% of Americans will switch to a company associated with a cause given a similar price and quality in equipment. With Lange’s prices just a few dollars of the industry average it will become increasingly important for the brand to establish a cause based identity. A recent initiative by the Snow sports Industry of America, in partnership with the NRDC and NSAA, aims to reduce the environmental impact of the industry by keeping used equipment out of landfills. The Snow Sports Recycling Solution works with specialty shops and suppliers, donating salvageable equipment to charitable organizations. In the event that an item is no longer viable the SSRS guarantees the materials will be broken down and recycled. Since the program launched in 2009 over 20 tons of ski equipment have been kept out of landfills. The program presents a valuable partnership opportunity for Lange as an affordable option into the sustainability initiative taking hold in the industry.

E G N LA

: Y C A LEG

Company Analysis

b Built

Bo The Brand

ve ts. They ha o o b i k s in d name . They ost respecte t performing ski boots m e th s p s a rh the highes te the basic u c ly Lange is pe e n x o t “E u l o a o g imple g ate a of puttin cking to a s successfully communic ti a reputation s y b t c e p is res t can have built th mes the one brand tha ts ition”. beco . Lange boo g an feel” pos c in n u and Lange in o y w e f c o n ice of tradition e “differe helming cho decades of performanc rw h e it v w o t e o o th e b e e thletes on th a ll that they’r Lange is th e d w n a o s s e rk ri o ore victo t, they w rand has m b work. In fac e h T . rs f e ski rac cturer. innovators o fa e u n th a World Cup re m a t o y o e is ause th any other b skiing history e brand bec th in circuit than t d in in o h p e b g in istory ure, an ant turn Lange has h ith lace clos most signific w e t h o o T b t. s o ra s o b la ski e modern e th e first fiberg th in the modern d p te te a s t re c Lange s the firs ized by all a the day Bob n g o c re n o s so immediately re e w idea that wa ts o o b lastic king ski t real rigid, p n. ground-brea of skiing. t rs fi e y e l th ta n re e e rim ovatio oots w These expe nological inn tes. These b h le c th te a a t s d e n b this a the g boot” and a revolution in c d adopted by a re “r e e id s th n s o a were c ecrated boots. They ot was cons o b n o ti ti e p ced om ange produ L 0 The Lange c 7 . 9 s 1 in In a . m g line in skiing c still re ning of a lon another first characteristi in r g e fo b d e e it th d e e re oc ster would b ut Lange ski boots. Th o p Lange is als e h T r. te thing b ica to e Girl pos tty much no mpanies such as Nord its first Lang re p g n ri a e men w ther co of sexy wo ls caused o ir G e g n a L the ising. success of found advert w e n ir e th y cop

E G N A L THE

: E G A S S ME

Advertising Analysis

Built on Buzz At the 1966 World Championships in Portillo, Chile Bob Lange introduced a half a dozen pairs of ski boots for a crowd of racers, coaches, and trainers to inspect. After two athletes that wore the boot for the events nearly took home medals, word spread about Lange’s new breakthrough boots. In 1968, Lange claimed five medals at the Grenoble Olympics with 72% of the competing alpine skiers in their boots. At this point the boots became popular among racers. That year 25,000 pairs were sold to the general ski public. By 1970, Lange had 16 teams in their boots at the World Championships and was producing 60,000 pairs of boots a year.

Sponsorships Lange knows the best way to sell boots is to get feet in them, preferably the feet of knowledgeable and popular skiers with the opportunity to influence others. The best way to do that is to sponsor athletes. In 1969, Lange signed it’s first sponsored athlete, Jean-Claude Killy, a triple gold medalist, to push Lange’s European sales over $7 million for an annual retainer of $50,000. Today, eight athletes on the 2010 Winter Olympic American Ski Team, including Ladies’ Downhill and Super Combined Silver Medalist, Julia Mancuso and Ladies’ Slalom Top 15, Sarah Schlepler. The USA Men’s and Women’s Ski Teams currently have twelve Lange skiers. Lange also sponsors Germany’s Maria Reich (2010 Ladies’ Slalom and Super Combined Olympic Gold Medalist) and 28 other athletes.

Campaign Message Currently the campaign message is delivered through the Lange web site, however since the site is undergoing constant revisions the true essence of the brand is hard to find and leaves the visitor wondering when “Coming Soon” will be. The current 2010 slogan is “Ultimate Control. Feel It.” which conveys a message of control the skier feels from their boot based on the ultimate fit. This message hits the need for a controlling fit that most of the skier’s we interviewed want, but we feel it misses the connection that the boot gives for a skier’s entire ski experience, an experience you will soon be a part of.

Lange Girls In 1970 the first “Lange Girl” poster was created by the Norm Clasen agency, when Nick Hock was in charge of advertising and sales promotions. It was designed to announce the arrival of the innovative Lange Flo, and coincided with the launch of skiing’s first boot designed specifically for women - the Competite. This “soft inside” poster was the first in a long line of provocatively dressed beautiful women and slogans. The poster girls began as models not skiers in the beginning (in fact Pamela Anderson posed with the boots in 1992) but in 2006, when Lange launched its new “Crazy Blue” World Cup series, the brand began promoting female skiers who most embody the modern “Lange Girl” - an athlete. “Julia Mancuso is the first ever ‘Lange Girl Athlete’ and will be the subject of posters, images and an ongoing effort to showcase exceptional women ski athletes who are also attractive and inspiring,” according to Lange’s Brand Director, Tait Wardlaw. Since then Resi Stiegler, Maria Reich, and Manuela Moegg have also been featured as Lange Girl Athletes.

Local Lange Girls Through a partnership with Freeskier Magazine in 2008, Lange created a contest searching for a Local Lange girl stating “Lange is looking for girls who are outgoing enough to represent the brand, ripping enough to get around any ski area, and sexy enough to keep the Lange Girl tradition strong. They’re not looking for models, they’re looking for ripping ski town hotties who can talk the talk and walk the walk”. Through this contest Lange and FreeSkier found a way to engage their target consumers. The 2009-10 contest has 106 entries, and the ski community is engaged by voting online for their favorites. “Freeskier and Lange will select up to four women to become Local Lange Girls and represent Lange at regional events. All regional winners will make out with some Lange and Freeskier schwag. The national winner will also get print coverage in Freeskier magazine.” 6 200

1970

Web Presence

200

Lange’s web presence is currently very weak. The Lange web site is clearly still a work in progress as certain parts of the site are still shown as “Coming Soon”. Presently Langeskiboots.com displays all Lange products, a link to the Lange blog, short profiles of current Lange athletes, a tool to find your nearest Lange dealer, as well as the Dynastar E-Store. The site does not include much interaction for the consumer, but is a launch pad for the “Lange’s Life” blog. The blog is a fairly basic blog with updates on Lange competitive athletes, products, and contests. The blog even has an “Exclusively for Women” section dedicated to female athletes, products, and the Lange Girls and Local Lange Girl Contest. Lange’s Life blog is the only form of social media in action as Lange has no presence on Facebook, Twitter, Myspace, or any other networking sites.

Series Boots Last Skill Price

About

Skier

Take it from them

THE BOOTS BOB BUILT: Comp

Blaster

Banshee

Comp, Super Comp, Comp Pro

Blaster, Super Blaster, Blaster Pro

RX, RX Pro, Exclusive RX

Banshee, Super Banshee, Banshee Pro

RS, RS Wide

97 mm

102 mm

97mm, 100mm

98 mm

97mm, 100 mm

Racing

All-Mountain Freeride

$$$

$$-$$$

$$$

The Comp series is part of Lange’s push towards the next generation of performance. The Comp series was designed for experienced skiers who want an out of the box fit with more edge-grip, quickness, and energy than any other boot on the market.

Lange’s Blaster boot perfectly encompasses the new Lange design, the perfect all around boot. The Blaster series also utilizes Lange’s hiking features.

On-trail performers and those who think a slam-dunk fit is a good thing in a “plug” boot.

Those who want authenticity, performance and product execution that they can love, combined with comfort and value.

“You can’t see the changes. But by tweaking the shape of the lower shell (it’s more upright) and upper cuff (less forward lean), Lange has created the most responsive expert-level boot we’ve ever skied in.”-Outside Buyer’s Guide, Winter 2009

"This boot is perfect for someone who wants the features of an AT boot, with great ski performance. I have never seen a boot ski so well."-Bob Remiger, Boot Doctors, Taos Ski Valley, NM

The all new RX Series brings out Lange’s unique “Control Fit” and all new mono-injected shell. The RX delivers precision and fit like no other boot in it’s class with a 100mm width and the wrap of a narrower boot, a snug ankle fit, with just a extra little room across the forefoot.

The Banshee Series was built for the skier looking for a non-race, all mountain high performance ski boot. Intermediate to advanced skiers who find themselves in mixed snow and terrain and want versatility, accuracy, and control would consider using Lange’s Banshee boot.

Piste Performance $$-$$$ The all new RS Series is the best-fitting, best-looking, and most balanced boot by Lange. The mono-injection, shell, and liner improvements deliver quality, balance, and easy entry. Add the Lange name, rack appeal, and you find value at every price point.

Any good skier who spends any time in mixed snow and terrain and who wants the versatility, accuracy, control and ski ability of Lange. "The boot clearly delivers the heel hold and control of a powerful boot, with a little more relaxed forefoot…a combination that is lacking in a lot of other boots in that category." -Nicholas Blaylock, Mount Snow Boot Works, Mount Snow, VT

"Stiff like a race boot, the Super is built for speed with an arch that flexes with the ski in deep turns to enhance rebound, and a full Vibram sole makes rocky traverses less treacherous." -Powder, Skiers Choice 2010

"The most balanced, natural, best-fitting boot I've ever skied in. The liner is the best I've ever seen."-Mike Porter, former PSIA Alpine Team member and Coach, Vail, CO

THE BOOTS BOB BUILT:

Series

Fluid

Boots

Fluid 9, Fluid 10, Fluid 12

Blaster, Super Blaster, Blaster Pro

Last

100 mm

98 mm

Skill

Competite

Exclusive

Blaster, Super Blaster, Blaster Pro

Concept

RX, RX Pro, Exclusive RX

98-99 mm

103 mm

Venus

World Cup

Banshee, Super Banshee, Banshee Pro

RS, RS Wide

103 mm

92 mm

Piste Performance

Recreational

Racing

Price

$$-$$$

$-$$

$$-$$$

$-$$

About

The Fluid series offers a broader range of fit for a typical Lange boot, representing Lange’s new mission to fit a wider variety of feet. The Fluid series boot was developed to provide intermediate skiers with performance and a “hands-free” fit at multiple price points.

Skier

Take it from them

Any on-trail skier who’d like a more relaxed fit, performance and buyer satisfaction.

“For riders looking for the ultimate combination of performance, comfort and design. High performance flex for very good skiers.” -Peter Glenn, Gear Buyer Review

The Competite is a women’s specific “plug” boot designed with a lower shell and cuff. The powerful shell and solid sole offer very precise steering while the thin and rigid liner allows for maximum control and a Neoprene toe box for comfort.

The Exclusive Series is the new go-to boot for allmountain experiences for women and gives Lange the opportunity to corner the women’s market.

Strong women skiers do want high performance, especially when they can get it tailored to their needs and wants.

Those women who can and like to ski, but don’t ski every day. They want a balance of performance and rich, soft, comfortable details that speak to them.

“A first of its kind for expert women, the incredibly precise and powerful Competite is not your average girly boot. The woman- specific cuff is snug in all the right places, while the race-inspired liner provides a remarkably close fit—letting you feel every bump on the run.” -Outside Buyer’s Guide, Winter 2010

The Concept and Venus recreational series deliver a unique combination of comfort, ease of use, and performance. The 103 mm last offers a slam dunk entry and exit versatile fit. These boots feature tool-free catch and flex adjustments and bi-injection over the instep. The Concept and Venus are designed to fulfil the wants of recreational skiers with high value and aggressive prices.

Strong skiers who want high performance, especially when they can get it tailored to their needs and wants.

“If your favorite part of the day is taking your boots off when the lifts stop running, its time to upgrade to the Lange Concept Alpine Ski Boot. This boot is made for people who value comfort in their fit and ski at a strong level.” -Peter Glenn, Gear Buyer Review

Lange’s World Cup series boot was designed for the competitive skier. At the 92mm width, Lange offers its most capable alpine boot for professional level skiers who require a stiffer, snugger boot that will give the skier the desired response and rebound he is looking for.

The World Cup series is made for any skier, professional or not, who likes a little competition on the slopes.

THE LIKELY Brand

Salomon

Slogan Threat Price Point

Campaign

Partner

Number one in the market $399.00

Publicized green objectives Highly prominent facebook network including several fan pages and links

Part of Amer Sports family of brands. Partners with FreeSkiTV, the JIB academy for younger skiers, and sponsors of the JIB trick park, and PoorBoyz Productions a traveling action sports video company. Great at wrapping vans, putting up banners, and aggressively pushing their logo.

SUSPECTS:

Nordica

Dalbello

Tecnica

“Number one with passion”

“Riding into the future”

“Designed to Perform”

Ace of Spades trick line “Game Changer” $274.58

Focused on extremes, give up comfort for performance Web usage attempted viral, Facebook page and ads, twitter, Nordica Magazine

Subaru “Master of the Mountain” Demo Events, LandRover, Pratte International ski racing camp

New Agent Series freeski trick line

$189.90 Youthful, colorful, extreme, more affordable, family owned Strong viral presence with “it gives me fever slogan”, YouTube, freeskier.com, blogs, Facebook, Twitter, pimp my boot app

Merged with Elan Sports, partnered with Shopatron for online distribution PR opps on Today Show, with X-games athletes, promoting snow sport month

$320.22 Diversified colorful, modern, vibrant product lines, strong performer in Europe

Parent company of Nordica Partnered with Nimbus films, linked from all involved sites

THE LIKELY Brand

Rossignol

Slogan

“Pure Mountain Company”

Threat

Zanith 3- pre molded liner for best off the shelf fit

Price Point

Campaign

Partner

$187.63

All around mountain lifestyle user Web presence includes Rooster TV, Rossi Blog, Facebook and Twitter pages, and the brand’s main web site Rossignol.com

SUSPECTS: Atomic “We are skiing”

Head “The power of you” Diversified company with interests in full solution ski, snowboarding, tennis, & diving

$353.75

Strong connection to Austrian Olympic team First carbon negative ski equipment manufacturing plant (Pebax Renew Bio Plastic) Highly video based web site, channels for race, freeski & nordic skiers No visible social media presence

$304.32

Rebranded in 2007 Sponsor two most prominent skiers, Miller & Vonn Reviewed as a “cheesy brand and campaign” Facebook video content, Olympic ski design competition

HP, Jeep Snowwater, Winter Trails VIO, Rudy Project, Valhalla Powdercats, Extremely Canadian *Parent brand to Lange

E H T F O KING : N I A T N MOU Consumer Analysis

Demographic The primary Lange skier to be Male and Female serious skiers ages 25 to 45, as well as a similar secondary audience higher in age, targeting ages 50+. According to Snowsports Industries America (SIA), one in 14 Americans considers themselves to be skiers or riders. The average snow sport participant is about 30 years old, has a college degree and a household income exceeding $100,000 annually.

Psychographics Financial Constraints The economy does not seem to have affected skiers according to a survey done by Ski.com. In fact, 85% of respondents are skiing the same, if not more than in the 2008-2009, ski season. Work obligations rather than financial hardships are the biggest hurdle to going on a ski trip, but even then about 50% of the people polled have called in â&#x20AC;&#x153;sickâ&#x20AC;? on days with fresh snowfall. Passionate skiers are willing to find any way to make their ski trip successful, including searching for one of the many resorts offering deals on lift tickets as an incentive to come to their mountain.

Traveling Information Knowing the factors that impact consumer preference and participation allows us to develop a better basis for market segmentation. A 2008 study by Routledge published in the Journal of Sport Tourism found that excitement and safety combined with snow quality are what knowledgeable skiers look for when heading to the mountains or purchasing equipment. Sixty-nine percent of advanced skiers decide to go skiing at the last minute according to snow condition and 71% arrive by personal car for accessibility. Passionate skiers were also shown to be less concerned about cost barriers and will ski at regular intervals through out the year. When deciding where to travel, experienced skiers consider resort variables such as snow quality, proximity and accessibility to the ski site, lift ticket specials, lodging and nightlife. Participation Participation in Alpine skiing from 1998-2008 shows a 28.5% decrease in alpine skiers ages 7-17 and an 18.1% increase in alpine skiers aged 45-54. This change can be attributed to a 40% increase of participants in this age group switching to snowboarding. However the increase in 45-54 year old participants emphasizes the potential of Langeâ&#x20AC;&#x2122;s secondary sales target.

IF THE

: S T I F T BOO These Guys Made it Happen

The Experts Ninety-four percent of skiers completely trust the advice of a shop employee. Skiers believe these guys truly want to see them in the right boot for them, regardless of behind the scenes spiffs or incentives, placing huge amounts of trust in their hands. Fortunately for Lange the primary criteria for recommendation is what the new line is all about; a perfect fit. Employees know the boot is the key to the ski system, which is why most boot fitters average 20-30 years slope experience and often hold master foot orthotic training certificates. Those we spoke with are seeking fit, safety, looks, price, brand and durability in that order. The consumers they work with also report

valuing fit over all else, while shop employees report their concerns to be price, look and then fit. This is where shop employees come in, as the trusted voice of reason, with the clear ability to sway consumers into higher priced, better fitting boots, by reminding them of a skier’s slope priorities. With that being said how do we convince employees to recommend Lange? Simple, let them try the boot. While brand reps and online videos are valuable resources many shop employees we contacted will only recommend a brand they have personally tried so it will be crucial to get their feet in the boots and on the snow, a much bigger obstacle for

off mountain shops. This is especially true as Lange tries to carry it’s World Cup legacy to broader range of feet, while battling the “narrow foot” and “Lang Bang” associations many of the older skiers and now key influencers remember. Yet as all of the shop employees we contacted do ski several times a year getting them a demo when they do go to the mountain is a highly plausible goal. It is also worth noting that the contact list we received appeared not to have been updated in some time as a majority of the numbers were either disconnected, people no longer working in the shop, or people in completely unrelated departments. It will be imperative for Lange to establish a better

avenue of communication with these key influencers. These are the people that guide a consumers’ boot decision, yet in many cases they reported unsatisfactory levels of familiarity with Lange’s products and innovations. We know shop employees only sell brands they believe in, thus we must find a way to educate them on the brand, get their feet in the boots, and show that we are the empirical key to precision control and a perfect fit. We want them to understand why the connection Lange offers is so liberating on the slopes, know that we can back it up with a 60 years world cup legacy, and anticipate our exciting and innovative future. These are the guys we want on our team.

g claims are flyin ome pretty bold o w we back it up. N ho is is th t bu , nd arou ca, ahoma’s a ski mec one’s arguing Okl lect and found the se but we went out the eir free days on th d en sp ho w w fe end big ski season, and sp to n w do t un co e , slopes ntain culture. Thes ou m e th of rt pa ho cut money to be ey are the ones w th t bu i, sk ly on t guys no ey get the sday to be sure th ur Th rly ea k or w out of out k. We’re talking ab ee w ch ea e tim us. This max slope were only talking to ey th d an b, lu C ht ki OK S ow, coming straig kn t n’ do rs he ot e is the stuff th , boomer we need to know e os th of s lip e from th years of slope nuts with over 20 ne pi al n tio ra and ne ge and off the slope, on g, iin sk e liv out this time. They e excited to talk ab or m en be ve ha ’t vers couldn next few pages co e Th . es liv r ei th think, key part of , info on how they us ve ga ey th ts gh the insi lue. This stuff is a va ey th t ha w d an why they buy, enjoy. n on fresh powder, good as the first ru

RESEARCH RESULT S 29

SKI

CLUB:

Research Tests

Collage Testing Six skiers were asked to participate in a collage test on March 4, 2010. Participants range in age from 22 to 61, and consider themselves to be advanced skiers. They were asked to pull pictures from various magazines based on a question. Skiers chose pictures of fresh powder, mountain scenes, lifts with no lines, vertical slopes, and social towns as the location they would most like to ski. Pictures of Lindsey Vonn and skiers by themselves were chosen to show who they want to ski with, although two also mentioned friends or ski club members. Pictures of fresh snow and relaxing by a fire (without boots on) represented the best part of skiing, while pictures of money and boots symbolize the worst part of skiing. When asked how they see the lifestyle of a serious skier, participants pulled pictures of Bode Miller, health food, work out plans, good food, social drinking and smooth whiskey. They pictured this same type of skier off the slopes as active and outdoors in the off-season, running, biking, and hiking through trails. Worn in tennis shoes were pulled to represent the best part of boots—when they are worn in and comfortable—and although a picture could not be found, rear-entry boots were also desirable. When asked about the best of the best, Warren Miller ski movies represented all that is aspiring about skiing.

Concept Testing Based on our survey and focus group responses our group developed three potential campaignable concepts that were tested on March 10 and 20 with 5 participants each. Group members agreed that the “reassurance” concept best fit the skier’s attitude toward a ski boot while the “connectedness” concept best incorporated the skier lifestyle. To them reassurance meant the boot as the key to the rest and what separates the pros from the amateurs. Connectedness meant the ski trip as a whole coming together, the planning, the trip, the social lifestyle, the culture, the gear, everything you need to find the right fit. Both groups did not seem to connect to the “legacy” concept, and wanted a campaign that could combine the “reassurance” and “connectedness” concepts.

Focus Groups Two focus groups were held February 10 and March 4 to ascertain a better understanding of what skiers want. The participants’ ages ranged from 23 to 68, with an average of 21 years of experience on the slopes. The most important thing we heard over and over from skiers is that the fit of the boot is very important, gimmicks, sales, brands and boot designs mean nothing if the fit isn’t right. Participants told us the boot is the key to their entire skiing experience. To them the boot impacts their range of motion and ability to spend all day on the slopes without discomfort. A well-fitted boot also controls their experience off the slopes, as throbbing feet won’t hinder skiers from a night out. When it comes to choosing a boot, skiers rely on specialty ski shops on the mountain, because Internet and chain stores cannot provide the knowledgeable boot fitter who ensures a purchase tailored to your desired skill. This customized boot experience is highly suggested to be “well worth the money if you are a serious skier”. The group agreed that the best part of shopping on the mountain is the opportunity to demo the boots on the mountain and, other than the fitters, this is the best way to learn about ski boots. Magazines and Internet reviews are also helpful resources.

Profile: Former Competitive Skier During the course of our interviews we found a Lange skier worth spotlighting. This skier turned orthopedic surgeon gave us insight to the culture, preferences, and foot pains of a competitive skier in the 1970’s. After 40 years on the slopes, Mike tells us he chose Lange boots because for a competitive racer, Lange was the best racing fit boot out there. “Skiers are going to look for something they can afford that is competitive and fits right and easy to get into. I think that is the single most important thing”. His experience with foot pain from ski boots inspired his transition into orthopedic surgery. To Mike ease of entry and comfort are important to fitting a foot because after thirty minutes of sweating, pushing, and buckling, if the boot still hurts all day it ruins the run and can cause foot problems. The best fit he has come across is a rear-entry boot that has been retired by most brands. Looking back on his glory days, he remembers Lange as a very competitive brand associated with a social lifestyle because of Bob Lange’s own lifestyle and the attractive ladies on the Lange Girl shop posters. He still believes Lange is a go-to race boot because the baby-boomer age is very brand conscious and remember Lange’s golden years. The younger generation of racers he has met seems to know Lange as a quality race boot, but are easily swayed with lower price or fancy designs. All in all, to Mike Lange is still a top-quality boot that racers of any generation should choose to best fit and protect their feet.

SKI

POLLS:

Skier Survey

This Isn’t Amateur Hour Our respondents have a range of experience. The majority (67%) of them have between 10 and 30 years of experience. Thirty-three percent have been on the slopes for over 30 years. Over half of these experienced skiers (53%) consider themselves advanced, expert, or competitive skiers. The other forty-two percent are at the intermediate level. Over forty percent of these experienced skiers take at least one ski trip a year. Twothirds of our skiers ski 1-5 times a year, while 12.7% ski 5 or more times a year. Some of our luckier respondents living near ski areas are able to ski 50-125 days out of the year, some even 4 times a week! The vast majority (78.5%) of our respondents like to ski for fun. Alpine and Downhill skiers both have large participation (45.6% and 51.9% respectively). Other skiers enjoy racing, snowboarding, slalom, and even a few instructors.

Loyalty and Retention As a quality pair of boots should last each skier a few years, when it comes time to purchase a new pair skiers are more interested in innovation than brand loyalty. Our survey found that 92% of skiers are open to buying a different brand. This is good because it represents a huge opportunity for Lange to steal skiers from competitors, but it is also bad because it represents a potentially low retention of loyal consumers, in fact 19% said they once owned Lange boots but have since switched brands. Six percent of those surveyed currently own Lange boots and 75% have never owned a pair of Lange boots. More good and bad news about Lange loyalty—69% of experienced skiers have heard of the brand, the bad news is that means a third of them have not. When asked about brand perception, 43.5% of skiers said they were indifferent toward the brand, while 38.7% said Lange was a quality brand. So the remaining question is what would convince skiers to purchase Lange boots? Fifty-six percent say they would be converted if they liked the comfort and fit of Lange. Thirty-six percent would purchase Lange if the price was lower, while 12% would listen to a pro or boot fitter’s advice.

Custom Experience It’s no surprise that 76% of these skiers own their own ski equipment, which made us very interested in their purchasing behavior. Nearly half of our skiers responded that they decided owning their boots was a good idea because of the benefits of a customized fit. Forty-five percent said it was easier or more convenient to own their boots. This idea is backed up by the fact that 27.6% didn’t like the rental process and 39.7% skied often enough that rental prices outweighed the price of a personal pair of boots. Hygiene was also a surprising factor in the decision not to rent. These same responses were also the top three reasons owning boots is better than renting. Now that we know why they decided to buy instead of renting, we asked our skiers what influenced their ski boot purchase. Most skiers (94.7%) preferred to start their boot search at a specialty shop rather than online. The fit of the boot is the most influential part of the decision to purchase boots at 64%. Ski Shop employees rank second at 27.6%, when asked further about employee influence, 81% agree that they are a big part of the decision making process; 16% even said they are the crucial factor in deciding on a boot and almost all believe they are genuinely helpful. Other influencers such as brand name, sales, and other options like Internet and magazine reviews tied at 22.4%. The advice of a friend and physical appearance of the boot seem to be minor influencers, in fact 23% said appearance meant nothing at all. A custom fit is clearly important to this crew with 65% of respondents saying it is very important, even crucial in a boot.

Schooling the Newbies Now for the 24% of skiers who rent instead of own their ski boots, we asked why they didn’t purchase ski boots. Most rental skiers (44.4%) don’t own gear simply because they don’t ski as often as they’d like to. Surprisingly, not wanting to pack/transport the boots ranked as the second highest reason not to buy. Others don’t want to shell out the cash (27.8%) or have to maintain the boots (11.1%). Some skiers rent because they get free rentals or own boots, but still rent skis. Sales promotions are the most likely way to convince renters to purchase their own ski boots. Surprisingly, a friend’s advice (27.8%) ranked higher than a ski shop employee’s advice (5.6%). Seventeen percent of these renters said an on snow demo would convince them, while celebrity and Olympian endorsements were in no way influential on this crowd.

33 Data based on an online survey of 80 Oklahoma skiers over the time period of February 9 to March 21, 2010.

SWOT : S I S Y L ANA Strengths • • • • •

Known by users and key influencers as a high performance, close fit professional brand. Recently launched products aimed at consumers’ first priority; fit. Built on a history of successful innovation. Several medals at the Olympic games. Wide product line for skiers across gender and age divides.

Weaknesses • • • • •

Poor digital media executions. Lack of consumer interaction. Low brand awareness among younger skiers. Older traditional image does not appeal to younger users. Communication break down between the brand and the sales floor employees and key purchase influencers.

Opportunities • • • • • • •

Younger markets, including freestyle. Capitalize on the associations of current Lange team skiers. Economic downturn has helped to neutralize market divisions opening the opportunity for Lange to quickly gain market position. Rebrand and revive the iconic Lange girl image. Sustainability initiatives backed by green PR and partnerships. Get consumers to try the new boot. Relaunch an interactive digital media strategy.

Threats • • • • •

Stoic brand image. Growing prevalence of snowboarders among the next generation of snow sports enthusiasts. Advanced age of current Lange users, many claim to have “bought their last pair” of boots. Perception as a narrow foot boot and the memory of the “Lange-bang”! Recent loss of key team members to competing brands.

you’ve heard the it, t ge u yo ow search, you know advice, seen the re do we do it? How w ho t bu , en ld go s it’ brand that needs do we re-invent a origins? Well here to stay true to it’s with that doesn’t mess gy te ra st ia ed m it is, a dead row money into th or , ng ki or w what’s section talking! The next re e’ w ow N s. ia med Lange new generation of a r fo an pl e th s ne outli s; a plan nding our loyal user fe of t ou ith w s, er us new generation, a to in e ng La ch he that can laun ure the market. T pt ca re d an s, le d revamp sa out reaching out an ab l al e ar s ge pa re next few in Lange, and we’ ve lie be e w , in is a drawing in a big way. This d or w e th e ar sh to about art of the boots to the he nd yo be es go at plan th ople mpaign that tells pe ca e th is s hi T r. ie the sk iing and in the culture of sk e ac pl s e’ ng La of t. Go ahead, get ea gr it es ak m at everything th inspired!

MEDIA 36

PLAN

TICKET : E D I R O T

Execution Execution for the test ride event will involve Lange partnering with ski shops at a total of five different mountains in hopes of influencing as many individuals as possible to demo a pair of Lange ski boots. Mountains chosen for the test ride event include Park City, Utah, Mammoth Mountain, California, Jackson Hole, Wyoming, Squaw Valley, California, and Crested Butte, Colorado. All mountains were chosen as expert’s top picks for the region by skisnowboard.com and provide a variable distribution of skill levels to compliment this diverse line of Lange ski boots. Boots available at Test Ride event include: Men’s Boots: Banshee Comp Fluid 10 Blaster Pro Concept 9

Description The purpose of the Lange test ride program is to reach potential buyers through a personal venue where Lange representatives can inform consumers about the new line of Lange products and hopefully get their feet into a Lange boot. In January of 2010, the SIA Snow Show started a demo event called the “On-Snow Demo.” After the four-day convention, patrons headed to a demo hill outside the Colorado Convention Center to test a wide variety of ski and snowboard products. The event was a success, with a crowd of over 3,400 snow sports industry representatives including retailers, manufacturers, and media personnel testing products from a total of 231 different booths.

Purpose The idea behind the test ride event is to get potential consumers to put their feet into the new Lange boot design. Lange has a long history of developing what most consumers consider an uncomfortable boot, which can be directly attributed to the old, narrow Lange fit. In 2009, Lange scanned the feet of more than 20,000 skiers in order to engineer a new design of Lange boots that would fit a wider variety of feet while still keeping the snug design Lange has always been known for. The Lange test ride is the perfect venue for potential consumers to demo the 2010 line of Lange boots and make a decision on whether or not the new Lange design is right for them.

Women’s Boots: Banshee Exclusive Competite Venus 8

Junior’s Boots: Comp Team 9

Budget The original budget for the test ride program was set at $30,000. Three hundred pairs of demo ski boots will be available in a variety of sizes for men, women, and juniors. Due to the fact that Lange will be providing ski boots for the demo program and each shop will not be required to use their own stock of Lange, or other, rental boots the stores stand to benefit from the promotion. During the Lange test ride event each participating store will keep the fee charged for renting Lange demo boots, an average cost of $20 per rental. This means that participating shops will receive $20 for each pair of Lange demo boots rented. The chart below indicates that Lange has an opportunity not only to repay the fees associated with the costs of providing boots for the demo program, but also insure that Lange will be able to profit from the test ride event. An average cost was derived from factoring costs from each of the men’s and women’s boots involved in the trade show and an average of $350 retail was found. Test Ride Expenses: $100 (cost price) per demo boot x 300 pairs of boots =

$30,000

Lange ROI: $350 (retail) per Lange boot x 86 pair of boots = x 100 pair of boots x 200 pair of boots x 300 pair of boots

$ 30,100 $ 35,000 $ 70,000 $105,000

Y T L I B A N SUSTAI

: S E V I T A INITI Reboot, Refurb, Recycle

Description

Execution A total of 100 of the top selling ski shops in Utah, Colorado, California, New Mexico, and Wyoming will be given the opportunity to become a trial store for the Lange recycle and refurbish campaign. Customers who come in with a worn out pair of Lange ski boots will have the option of refurbishing an older pair of Lange ski boots, or recycling their boots, in which case they will receive a small percentage off of a new pair of Lange boots as a loyalty incentive.

Budget Recycle bins for 100 participating ski shops will cost Lange $15,000, at $150 per recycle bin. The recycle bin will be a recreation of an actual Lange boot and stand four feet tall, large enough for any store to put refurbished and recycled boots in before they are shipped off to the Lange factory. Making this recycle bin will be a successful guerilla marketing tool as well as a storage unit for the program. $10,000 will go toward purchasing old boots for extra parts for the refurbished program in order to fix older models that need new liners, buckles, straps, and other parts.

In order to project a greener image and appease loyal Lange consumers who love their boots Lange will launch a refurb recycle program. This initiative will partner with the Snow Sports Industries America’s’ current equipment recycling program, which will not only eliminate recycling costs for Lange, but help to build a sustainability based PR relationship. The recycling process provides a great source of parts for Lange’s refurb parts program, allowing the program to build brand loyalty among existing and potential consumers who will appreciate the brand’s commitment to its consumers. The program also opens up charitable PR opportunities as Lange will be able to then donate boots in collected in good condition to low income skiers, through a potential partnership with sister brands.

Purpose Ski boots are the most personal piece of equipment any skier will take with them to the mountain. After conducting personal interviews and multiple focus groups it was clear that most satisfied skiers become very attached to their own pair of ski boots. Individuals in the focus groups described their boots favorably as broken in, “like an old slipper.” Most skiers also looked unfavorably at the idea of breaking in a new pair of ski boots, saying that the process was long and painful. Recreational skiers have expressed serious interest in holding onto their boots for as long as possible. The idea of the refurbished program is to show individuals who are passionate about skiing that we are looking out for their best interests by trying to keep them in a boot that they have been comfortable with for a long time. At the same time, the refurbished program gives skiers an easy way to fix buckles, straps, or an uncomfortable lining more easily.

T E N R E T IN : T F I L E C FA Execution Description The bulk of the Lange campaign will be done in an online format through the use of viral video, social media, banner advertisements and an improved web site design. Due to budget restraints and information collected via personal interviews and focus groups information has been collected that has shown online media to be the perfect venue to become the cornerstone for the Lange campaign.

Purpose Not only are ski boots a difficult product to market through traditional media, they are also the most personal piece of equipment a skier will carry with them to the mountain. After conducting multiple person interviews and focus groups, it was clear that ski boots are a high involvement product that skiers seek out information about for a long period of time before purchasing. Thus, skiers should be able to receive information about their ski boots via a personal medium that will provide consumers with more in depth information than traditional media like radio and television. In addition, the cost of internet advertising is more conducive to a limited budget of only $200,000.

A redesigned web site will provide the backbone for a mix of online media that will be both interactive and informative to skiers seeking to find out more about the new design for Lange ski boots. The web page will provide links to personalized Lange social media sites including Facebook, YouTube, and Twitter, as well as links to viral video featuring clips of Lange athletes. In addition, Lange banner advertisements will be placed frequently on prominent ski and ski related web pages in order to redirect consumers back to the Lange home page where they will be able to receive more information about Lange products. Considering social media and viral video, along with the new web site, will be low cost, easily maintainable mediums for Lange advertising there will be little to no seasonality involved. Banner advertisements, on the other hand, will run year round but also be more highly concentrated between October, 1st through May 1st.

Budget The budget for Lange Internet media includes $10,000 to put towards a viral video campaign, which will cover the costs of three unique viral videos, as well as $40,000 for banner advertisements and other forms of online advertisements.

Description Ski and snowboarding trade shows comprise an ideal target audience due to their demographic statistics. The flowchart below is an exert of demographics taken from the BEWI Ski & Snowboard Expo web site. Facts about BEWIâ&#x20AC;&#x2122;s Expo Attendees.

85% skied/showboarded seven or more days during the past season. 78% rate themselves as high intermediate to advanced skiers. 76% planned to purchase equipment or ski passes. 43% planned to gather information for purchasing ski equipment. Over 45% have skied/snowboarded for more than 10 years. Attendee Demographics Male: 66% Female: 34% Household Income: 27% earned $75,000-$125,000 23% earned over $125,000 Age: 13-19 years: 18% 20-35 years: 45% 35-45 years: 16% 46-55 years: 15% Education: 83% have attended some college. Currently Attending High School/College: 30% College Graduate: 40% Graduate/Professional Degree: 20% Professional: 68% carry job titles as technical or professional, entrepreneur, manager, administrative or CEO.

Purpose The purpose of entering Lange into these trade shows will be two fold. First, Lange will be able to show consumers and businesses what an important part of the ski boot market they control. And second, the trade shows will provide Lange with the perfect venue to show off its new line of redesigned ski boots. Figures above indicate that trade show patrons are seekers of information about future purchases of ski products. These demographics also show that trade show patrons are well educated, professional individuals who are in a position to spend money on a high end ski boot like Lange.

BEST IN SNOW:

Trade Show

Execution During the 2010 ski season, Lange will be attending three major trade shows spanning the country to personally communicate the new line of Lange ski boots with potential consumers. During the months of November and December Lange will appear at trade shows in Denver (Nov. 5-7), Boston (Nov. 11-14), and Los Angeles (Dec. 2-5). Each of the three trade shows will deliver attendance numbers over 24,000 and will be an excellent venue for Lange to introduce the new 2010 line of Lange ski boots.

Budget A total budget of $15,000 was originally allocated towards trade shows at these three venues and after calculating the total costs will come in significantly less than originally planned. The total price of the trade show was calculated without the factoring of promotional materials, which will be accounted for separately. Trade Show Costs Booth Rental: Carpet Rental Option: Table Rental: Toilet Service: Electricity: Lange Backdrop Trade Show Furniture

$ 1700 $ 250 $ 150 $ 200 $ 1,000 $ 250 $ 600

Three trade shows:

$ 14,050

BIG AIR:

47 Execution

Test Ride Event

Description The majority of the business-to-business budget for the Lange campaign will be allocated towards the success of the Lange Big Air Contest. The single jump format contest will be held Saturday, December 4th to all recreational skiers, especially those skiers who work for stores that carry Lange products. Costs involved with the event include partnerships with Snowbird, as well as promotional items required to successfully bolster the event.

Purpose The Lange “Big Air” Contest will be looking for partnerships with Snowbird, Utah, as the Big Air contest would attract attention to the mountain from contest participants and spectators, as well as positive PR within online media. The feeling is that Snowbird has the potential to benefit on an equal level from the partnership with Lange and the Big Air contest. Lange will also look to promote the Big Air contest by teaming up with the popular MTV series Nitro Circus, of which current Lange skier Erik Roner is a member. Nitro Circus is also partnered with Redbull, a well known promoter of all things extreme. The feeling is that Lange, Snowbird, and MTV could all mutually benefit from an event designed to bring together the best amateur talent in freestyle skiing.

Who: Where: When:

Any and all amateur big air skiers are encouraged to enter into the Lange Big Air Contest. Employees of any ski shop selling Lange products will be able to register for the Big Air contest at a reduced entry fee. Due to its close proximity to Lange headquarters, as well as easy access to the greater Salt Lake City area, Snowbird has been chosen as the perfect venue for the Big Air contest. December 11th, two weeks before Lange will be making a big push to steal market share during the holiday season.

Budget The entire $100,000 business to business budget will be allocated towards the Lange Big Air Contest, and the additional costs involved in the production and execution of the event. Additional expenses include: • • • •

Skier insurance Awards and Prizes Banners Loudspeaker System

MEDIA : W E I V OVER Target Audience The ski community prides itself on welcoming anyone passionate about the mountains, and Lange prides itself on being an ambassador of that community, but let’s not kid, Lange also prides itself on being the best. For that very reason out target is concentrated around the serious skier. Lange is looking for serious skiers, male and female, who ski six or more times a year. Skiers who value perfect fit, own their own gear, and are willing to spend a little more than the average skier, and thus have a little more to spend than the average skier. If we had to go for the one phrase sum up, it would be males and females aged 16-54, with an annual HHI of $120,000+, concentrated in and around the major US ski zones. These consumers enjoy the finer things, and are willing to go a little further to get it, they value expert advice, brand quality, and care more about what the product will do than the product itself.

Strategy This campaign is about combining all of the elements skiers value into one brand. In order to build this community Lange will use web banner advertising, backed by high levels of interactive content rich social media paired with sustainability based initiatives. The goal of this campaign is to bring together the ski community around the brand, by creating a brand space the ski community will identify as it’s own. Lange is going to show consumers that they know what they want, why they ski, and what they value and prove that Lange is in line with those initiatives, and committed to the culture and sport of skiing.

Reach & Frequency Lange is all about the mountain culture, and aims to be on consumer’s minds whenever they consider the slopes. This camping is based on a trickle down information distribution system from the people skiers trust most. Industry trade shows will focus on influential experts, buyers, and reviewers. With an attendance upwards of 24,000 individuals, and the exposure gained from continuing word of mouth, subsequent employee training, and industry publication readership the numbers stand to grow exponentially. The web site posses a similar numbers challenge, but would be comparable to other ski sites at approximately half a million impressions. Come ski season concentrated promotions, the recycling program demos, and the test ride and big air events are aimed to reach skiers with a 3 exposure frequency on the mountain and a 5 exposure reach back home, concentrating Lange’s identity attachment to the mountain.

Media Mix

The media mix for this campaign is digital, Lange has a tradition of innovating and is building a campaign based on the freedoms the brand’s connections offer skiers, so why limit this brand message to traditional media. This campaign is about connecting with people in a way one way communication will not allow. Instead we are choosing to base our efforts around an interactive content rich web site, and in store promotions. These media choices allow skiers to connect with the brand that connects them to the things they love. Read on, it’s all covered in detail, but be warned it may not be what you expect.

Total Budget Distribution We’ve been tantalizing you with all these great ideas, and you know you want it, but how much is it all going to cost? Well here’s the break down: Trade Shows: Internet Ads & Viral Content: Test Ride Event: Reboot Program (recycle & refurb):

$14, 050 $76,00 $30,000 $25,000

Total B2C:

$157, 900

Big Air Event:

$100,000 (before cosponsor funding)

Total B2B:

$100,000

TOTAL:

$257,900

MEDIA : N A L P T FLIGH

B2C Flow Chart

October: Test Ride at Park City: September: Internet ($187.00/day) www.onthesnow.com www.goski.com www.freeskier.com www.epicski.com www.talkski.com

Oct. 8th – 10th