Hello Internet,
My name is, Shane Love, I am a sophomore at Saint Michael's college on the Alpine ski team. My personal goals this semester are to expand my knowledge of marketing and utilize my creativity to come up with a successful product and marketing campaign. So, how am I going to do this? I have been skiing more whole life, my world revolves around skiing and winters. In my local town of North Conway, New Hampshire, my dad owns a ski and bike outlet store. Growing up as a skier have seen so much that skiing has to offer. The ski industry uses some of the most creativity marketing campaigns in business.
The most important technique that ski companies use to market their brand is placement. When a skier is flying down a trail or through the air it is almost impossible to recognize and distinguish different brands. Ski companies utilize big, bold, and bright colors in order to make their particular logo pop on the slopes. It’s nothing new seeing jackets, poles, and mittens in bright green and pink fluorescent colors. Companies use these colors because they stick out like a sore thumb behind a white ski slope. Just like most successful companies the ski industry utilizes professional athletes as walking marketing campaigns.
As seen in the GoPro ad above, professional freeskier Bobby Brown is performing a double cork 1080. Thanks to GoPro’s wonderfully genius compact action camera design the consumer is able to see the maneuver close up and slowed down from a first person point of view. Right as Bobby Comes into the screen we notice that Red Bull and Under Armour popping out from his helmet and shirt. These Brands stick out the most in the commercial because of their placement. Under Armour uses a double color contrast scheme by having Bobby wear a red shirt, making him standing out in behind the white snow, with a large white UA logo. Under Armour uses these colors to make sure that their brand stands out from the others on the slope.
