PSIA-AASI

7.9.2009

Marketing Update

To understand the true essence of PSIA-AASI marketing, you really have to drop by the second floor of 133 S. Van Gordon Street in Lakewood, Colorado, and make your way back to the northwest corner of the building where this department makes its home. For it’s in this super-charged office space that narcissistic personality disorders, among other things, are born. Things such as member benefits, supplier pool agreements, consumer messages and the like – in short, the things that get people fired up about snowsports.

But since most folks probably won’t get the chance to chill with us in the marketing suite, we’ll do our best to convey the magic here on the blog. Not that we’re bragging, or anything – it’s just that, well, we’ve worked super hard over this last year in an effort to create better opportunities for members, and to promote snowsports instruction within the industry and to the consumer market.   

   Your marketing department:
Meghan McCarthy (marketing coordinator)
& Andy Hawk (marketing director)

For example:

• Official Supplier Pool                       

What we did: We signed two more sponsors, Ortovox and Flaik, in addition to renewing contracts with several existing sponsors, bringing the total number of official suppliers up to 36.

What this means for you: More member benefits! The addition of sponsors provides you with a wider variety of pro offers, as well as increased revenue in the marketing department, which goes toward promotion of snowsports instruction.

• Public Relations, Industry Relations, Consumer Promotion

What we did: We increased our PR efforts, resulting in 453 nationally syndicated articles mentioning the association (up from 265 last season). We also established a new partnership with “Learn a Snowsport Month” and reinforced partnerships with state associations, Snowsports Industries America, and National Ski Areas Association, resulting in greater cross-promotion of instruction and snowsports in general.

What this means for you: Greater consumer awareness. Essentially, more consumers are aware of what’s available in snowsports instruction and what the benefits are, resulting in more people taking more lessons.

• Go With a Pro Television/Web

What we did: We placed GWAP tips with the Resort Sports Network(RSN) morning show and RSN.com, as well as on SkiNet.com. We also have a 60-minute television show in production which will air nationwide this fall.

What this means for you: Again, more consumer exposure. In what may be our greatest push of the consumer message yet, you can expect that more snowsports enthusiasts will have greater awareness of the benefits of instruction.

• Additional Consumer Programs

What we did: We partnered with Subaru on the Yür Mountain site and also worked with them to create Tip of the Day cards, which were distributed to approximately 71,000 people.

What this means for you: We’re sounding like a broken record, but this means awareness, awareness, awareness! Our job is to sell snowsports instruction, and this is another way we promote what you do to help you have an even more profitable and productive career.

• Membership Recruiting

What we did: We designed and implemented a recruiting program, which included printed materials for use in snowsports schools, as well as a recruiting road show which sent PSIA-AASI Team members on the road to lead recruiting clinics. We also began development of a “Tell Our Story” video that delivers a concise message about our mission, culture, direction, and value.

What this means for you: More members means more opportunity. So, the better job we do at telling the PSIA-AASI story and getting our message out there, the more developed and comprehensive our association will become.

That about wraps up the highlights of the marketing department, and concludes the post-board-meeting blog series. If you ever get a chance, stop by and chill with us – we’ll even let you sit in the ski chair and have free reign over the snack drawer. Until then, stay tuned to the blog for more happenings from 133 S. Van Gordon.