The Challenge:
The founder of TuneMySkis.com/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:
KER-CHING! for Kevin.
Please call Kevin Monahan of Gravity Precision at 978 395-7500 for positive word of mouth.

LESS IS MORE, KEEP IT SIMPLE AND ONE GOOD TURN DESERVES ANOTHER

The first thing Kevin needed to do was to revamp his self-designed, somewhat cluttered web site, I reminded him of the aphorism, "less is more," attributed to the master German-American architect, Mies van der Rohe. I then worked up a simple design (mobile friendly) on Squarespace in about an hour (I'm a writer, not a designer) and sent it to him. He recreated it on his platform and business has never been better. Sometimes, it's just that simple.

Igniting Passion And Desire
For All Things Skiing
CONTENT FOR TUNEMYsKIS.COM

Another Brand Is Born: Kevin seized a brand opportunity and registered TuneMySkis.com (a great, easy to remember brand name if you see it on our promo jackets). He also retains the brand Gravity Precision as well. So, online, I started to brand TuneMySkis.com
on all social content to achieve prodigious results.
Wish I could claim that it was my idea. It was Kevin's. He's pretty marketing savvy.