If you can't outspend them, outsmart them.
The Challenge:
The founder of Gravity Precision 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 was 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. Leverage Facebook, YouTube and Twitter in order to reach prospects within Gravity Precision's geographic area. Create and deploy monthly email campaign, including A/B testing, to current and past clients via MailChimp. Offer discount and contests to stimulate trial. Drive all prospects to Gravity Precision's web site and Facebook page. Leave Gravity Precision business cards in strategic ATM locations and supermarkets throughout targeted affluent geographical areas.
The Results:
Call me at 978 518-2768 today to get a full reporting. Or call Kevin Monahan of Gravity Precision at 978 395-7500 for positive word of mouth.
