You Make some good points,Ski companies have traditionaly relied on the proform deal as a marketing tool.The idea being if Joe, the coolest skier on the mountain is useing the new
"Blaster 5000 Pro Super Comp,""Then that must be the ski for me." The proform deal is not so much a benefit for the skiing professional, as a way for the ski companies to sell skis and bindings. A lot of ski Instrutors have arrangments with ski companies.Lito has his deal with K2,Harold Harbs has his deal with I think, Elan? Other Training Camps and Schools have thier deals as well.How many times have you watched as a racer skids to a halt at the bottem and then steps out of thier binding then starts waving thier ski in a sorta victory celebration?I bet as part of thier deal with Rossi, Solomon,or who ever they are required to do that for the crowds and T V cameras.They also put a lot of effort into demo days and on mountain events.As well as on mountain Demo Centers.Just like cars if you can get the client to test it, The chances of selling that car,ski or whatever are far greater then if they walk into a showroom and just look the car,ski, or whatever and talk with a salesperson.There seems to be more and more Mountain Resorts that maintain a much better rental fleet of high equality skis then in the past.I know that at Deer Valley you rent top of the line Rossi skis and no ski in the fleet is over 2 years old.One thing the ski companies could do better is improve that customer loyalty.They could do that in a number of low cost ways,By requireing the customer to register thier skis for warrenty, they could send out mailers that would offer a free demo from the local ski shop on a new model ski.as an additional incentive they could do like a an Auto comany does and offer rewards for returning customers.Like an additional 10% off the next ski purchase.look Ski manufactures know that the average skier buys new gear about every 8 years, if they could get that customer to buy lets say in 1/2 that time they would sell a lot more skis.and have a lot more profit.
You talked about the differencs in marketing of the BMW to the Salomon skis, well keep in mind that the $45,000.00 SUV has a lot bigger profit margine and a much bigger marketing budget then a $600.00 pair of skis.
<FONT COLOR="#800080" SIZE="1">[ December 30, 2001 02:27 PM: Message edited 1 time, by Utah49 ]</font>