Strategic Alliances are the key for your Cross-Promotion success. A popular reason for companies to come together is to reciprocally promote one another. Ideas are as simple as a local pharmacy and dry cleaner promoting each other with specials or coupons, to regional promotions, to national promotions. Cross-promotions can be developed with competitors or between organizations from different industries. The key is simply this—do you have similar customers? Almost everywhere you look, you can see one organization cross promoting with another. Recently, a cross-promotion advertisement in a San Francisco newspaper for Pacific Bell also involved Round Table Pizza, Hollywood Video, Nokia and the Special Olympics.
In your effort to make cross-promotion alliances work, develop your process by keeping the below listed steps in mind:
1. Be clear on what you want to create for yourself or your company.
2. Discover the; What's in it for me (WIIFM) for your partner(s).
3. Develop a list of who does what for physical and financial contributions.
4. Plan for the unexpected.
5. Explain to your partner(s) the value they will receive.
6. Help your partner(s) to have an emotional ownership in the alliance.
7. Do the above step for yourself also.
8. Execute the promotion.
9. Debrief with partner(s) the value received from the investment.
10. Plan the next promotion.
"Got Milk?" The California Milk Processors Board, as reported in The Wall Street Journal in the late 1990s stated that this national promotion has been running since 1993. They also put "Got Milk" on Girl Scout Cookies. They have even gotten their milk advertisements on cereal, cookies and chocolate mix packaging. Jeff Manning, executive director of the California Milk Processors Board, says, "We need those people to promote for us." "In return, we affectionately call them co-dependent foods."
Manning doesn't stop there. He convinced Dole Food Co. in Westlake Village, California to add another sticker on to their clusters of bananas for the retail market. You got it, "Got Milk" stickers. In the late 1990s Dole started putting "Got Milk" stickers on bunches of bananas--millions. Milk is getting more interruptions in the minds of consumers. The more Partnering milk can do with products in other parts of the grocery stores, the more sales potential they enjoy. Dole even got an "ah ha" from the cross-promotion, they have been Partnering with Hollywood to promote new release movies such as Anastasia and Babe in the City.
Researching for a presentation for the National Home Furnishings Association, I discovered an interesting alliance in Northern California. They call themselves the Sonoma County Fine Furniture Association (SCFFA). What did they do? Eight fine furniture retailers, competitors, banded together to survive the recession of the early 1990s through cross-promotion and buying strength.
They bought advertising together on the local radio and in the local newspaper. They even dictated to the newspaper on which pages their advertising would be located. They developed combined events where customers would visit several of the stores to be eligible to win prizes. They promoted each other to their customers within the store, especially if the specific retailer did not have exactly what the customer was seeking. They even printed a combined brochure, including the address and map locations of each member. The front of the brochure said, People you can trust. Wow, what impact!
On a United Airlines flight from Washington, D.C. to Atlanta, the cabin attendant handed me my usual bag of peanuts. But, what was unusual was the size of the bag and its weight. After closer examination, I noticed that an America Online (AOL) diskette was included with the peanuts. It made sense, a business route shuttle—what a great way to get the AOL software into the hands of business people. But do not get caught sleeping. Now, things have changed for AOL and they have been forced to offer for free what they once charged.
Forest City, Iowa, recreational vehicle (RV) manufacturer, Winnebago Industries, Inc. and Nebraska-based sportsman's outfitter, Cabela's have found synergies through reciprocal promotion activities. Cabala's has provided an ideal venue in which Winnebago dealers have displayed their RVs in quite a number of outdoor events. Most events were run by Cabela's promotional arm, Sportsman's Quest. Winnebago products were also displayed in Cabela's catalogs. Winnebago, in turn displayed Cabela's products at their events.
Strategic Alliances for Co-Branding
Bringing together more than one trusted and established brand name develop a marketing synergism that cannot be beat. The advertisement headline read, Bring The Magic of Mattel Home for the Holidays. Just under the headline were several foods producing toys offered. The hook was that it showed Golden Arches type food. Mattel had a relationship with McDonald's. And, what quality parent would deny their child the opportunity to make their own McDonald's hamburgers, fries, shakes and cookies at home?
Nestl้/Road Gold Flipz (chocolate covered pretzels), the synergy that can be developed by co-branding is awesome. Co-branded products have, at a minimum; twice the marketing impact and customer pull as traditional branding. Consumers believe that with two trusted names, the product must be exceptional. There was one problem with the Flip though. When they were first introduced, the consumers' acceptance was so great that the distributors had trouble keeping their stores in stock. What a problem to have . . .
In recent years the automotive industry has found value in Partnering with highly recognizable prestigious brands of clothing and accessories. Ford Motor Company partners with the successful catalog retailer, Eddie Bauer to offer luxurious editions of their popular sport utility vehicle models, Explorer and Expedition. As customers' perception of quality and value can be influenced through these offerings, they are also willing to pay more for the perceived value.
Ford Motor Company has enjoyed its relationship with Eddie Bauer for over 20 years. In 1999, the two brands reached a milestone in their collaboration as Ford and Eddie Bauer celebrated production of the one millionth Eddie Bauer edition Ford vehicle at the St. Louis Assembly Plant, home of the Ford Explorer sport utility.
At the time, stated "It's almost uncanny how well-matched Ford and Eddie Bauer are," says Ford Division Marketing Communications Manager Jan Klug. "Both companies have reputations built on an uncompromising commitment to quality, durability and customer satisfaction. For our customers, this means the irresistible combination of Ford's 'go anywhere' capability and Eddie Bauer's rugged style. For both companies, it means enhancing each other's brand."
"It's no secret why Ford is setting industry records for SUV sales in a U.S. market that currently has 41 SUV nameplates," says Explorer Brand Manager Doug Scott. "We are creating products that really excite the customer. And in partnering with Eddie Bauer, we are expanding the opportunities for the Explorer and Expedition to be a meaningful part of our customer's active lifestyles."
Because of Ford's success in co-brand Partnering with Eddie Bauer, they are trying to duplicate their success with Harley-Davidson Motor Company, Milwaukee, Wisconsin in their limited edition Harley-Davidson F-150 pickup truck. The customized version is restyled, all-black, with distinctive Harley-Davidson orange pinstriping and chrome accessories.
"A strategic alliance between the Ford Motor Company and Harley-Davidson makes mutual historical and business sense," noted Gurminder Bedi, vice president, Ford Truck Vehicle Center in a January 6, 2000 Ford news release. "Our common heritage as American motor vehicle manufacturers and our common centennials of 2003 were just too good to pass up as a natural business opportunity. "The partnership makes good business sense," Bedi added. "The world recognizes both companies as original American innovators known for exciting, quality products."
"This alliance brings together two of the most well-known and admired companies in the world," said Jeff Bleustein in the same release, Harley-Davidson chairman and chief executive officer. "Ford and Harley-Davidson customers alike want a distinctive vehicle that makes a statement about themselves as individuals."
Even in the recreational vehicle (RV) industry, a manufacturer sees marketing value in co-branding. Fleetwood Enterprises, Inc. in Riverside, California is in alliance with Bass Pro Shops Outdoor World. Fleetwood has enjoyed good sales volume in its private-label RV partnership with Missouri-based Tracker Marine LP and its Bass Pro Shops Outdoor World stores. Fleetwood built and branded with the Tracker and Trailstar name are sold in six Bass Pro Shops Outdoor World stores and 56 Tracker marine dealerships. RVs promoted at the Outdoor World stores sell for a single, non-negotiable price (unique to the RV industry) and can be purchased over the Internet. Models range from a Trailstar 8 folding trailer to the 29-foot Class C Trailstar RV.
Cross promotion and co-branding are important strategies for business growth that you will want to consider very soon. Why wait until your competitors gobble up the best partnering relationships?
To access helpful additional information from Ed Rigsbee at no charge, please visit www.rigsbee.com/downloadaccess.htm.
Adapted from PartnerShift-How to Profit from the Partnering Trend by Ed Rigsbee, CSP, published by John Wiley & Sons, New York. Rigsbee is also the author of Developing Strategic Alliances and The Art of Partnering. Rigsbee has over 1,000 published articles to his credit and is a regular keynote presenter at corporate and trade association conferences across North America. He can be reached through http://www.Rigsbee.com or http://www.EdRigsbee.com.
Marketing "Uniqueness"
In order to help you develop an image, or to enhance your "added value" in a product or service, look for a unique attribute on which to capitalize. The theory says, "You can't get this special from anyone but me, and not having it will cost you!" Obviously you don't want to use those exact words, they convey the concept.
There was a survey done by a Spanish newspaper for restaurants. They wanted to determine what was the major factor that caused patrons to frequent any particular restaurant. Two thirds of the respondees said that "they liked to eat where they could find something, a dish or sauce, that they could not create at home." Unique sells!
Examples:
Be the only hamburger stand in town that has discount coupons for desserts at the grocery store - the grocer will pay for them; it's "free" advertising.
Be the only sporting goods store that gives away "free" sunglasses with a $20 purchase.
Be the only contractor in town that does triple-pane windows.
Be the only restaurant in town that feeds the high-school football team.
Be the only grocery store in town that sells buffalo steaks (or some other exotic meat).
Be the only bookstore in town with a great selection of books-on-tape.
Be the only realtor in town that knows how to decorate, plant, wallpaper, or do something else in a house.
Be the only car lot in town that gives away defensive driving training with a purchase.
Be the only carpet cleaner that knows all about air filters.
Be the only store that keeps the Dow-Jones index and latest sports scores running on a marquee.
Be the only plumber in town that installs toilet bowl fresheners with every service call. Be the only _____in town that is "authorized" to service a ___________.
"Me too" isn't enough. Grab a unique product, habit or added value. Get identified with it, and people who do business with you will be more likely to recommend you (by bragging about how smart they are) to others.
Daniel Wadleigh is a nationally published marketing consultant and has programs for start-up and existing businesses including effective web sites, e-mail/database, other non-internet ways to drive them to your website, and low cost ways to get more new customers.
Go to: http://www.more-new-customers.com to get free copy of "Marketing to Men vs. Women- the 8 different responses" and a Free copy of "Market Research- 7 Questions to Ask to Start-up and 7 to Ask to Improve Any Business."
There was a survey done by a Spanish newspaper for restaurants. They wanted to determine what was the major factor that caused patrons to frequent any particular restaurant. Two thirds of the respondees said that "they liked to eat where they could find something, a dish or sauce, that they could not create at home." Unique sells!
Examples:
Be the only hamburger stand in town that has discount coupons for desserts at the grocery store - the grocer will pay for them; it's "free" advertising.
Be the only sporting goods store that gives away "free" sunglasses with a $20 purchase.
Be the only contractor in town that does triple-pane windows.
Be the only restaurant in town that feeds the high-school football team.
Be the only grocery store in town that sells buffalo steaks (or some other exotic meat).
Be the only bookstore in town with a great selection of books-on-tape.
Be the only realtor in town that knows how to decorate, plant, wallpaper, or do something else in a house.
Be the only car lot in town that gives away defensive driving training with a purchase.
Be the only carpet cleaner that knows all about air filters.
Be the only store that keeps the Dow-Jones index and latest sports scores running on a marquee.
Be the only plumber in town that installs toilet bowl fresheners with every service call. Be the only _____in town that is "authorized" to service a ___________.
"Me too" isn't enough. Grab a unique product, habit or added value. Get identified with it, and people who do business with you will be more likely to recommend you (by bragging about how smart they are) to others.
Daniel Wadleigh is a nationally published marketing consultant and has programs for start-up and existing businesses including effective web sites, e-mail/database, other non-internet ways to drive them to your website, and low cost ways to get more new customers.
Go to: http://www.more-new-customers.com to get free copy of "Marketing to Men vs. Women- the 8 different responses" and a Free copy of "Market Research- 7 Questions to Ask to Start-up and 7 to Ask to Improve Any Business."
Marketing "Uniqueness"
In order to help you develop an image, or to enhance your "added value" in a product or service, look for a unique attribute on which to capitalize. The theory says, "You can't get this special from anyone but me, and not having it will cost you!" Obviously you don't want to use those exact words, they convey the concept.
There was a survey done by a Spanish newspaper for restaurants. They wanted to determine what was the major factor that caused patrons to frequent any particular restaurant. Two thirds of the respondees said that "they liked to eat where they could find something, a dish or sauce, that they could not create at home." Unique sells!
Examples:
Be the only hamburger stand in town that has discount coupons for desserts at the grocery store - the grocer will pay for them; it's "free" advertising.
Be the only sporting goods store that gives away "free" sunglasses with a $20 purchase.
Be the only contractor in town that does triple-pane windows.
Be the only restaurant in town that feeds the high-school football team.
Be the only grocery store in town that sells buffalo steaks (or some other exotic meat).
Be the only bookstore in town with a great selection of books-on-tape.
Be the only realtor in town that knows how to decorate, plant, wallpaper, or do something else in a house.
Be the only car lot in town that gives away defensive driving training with a purchase.
Be the only carpet cleaner that knows all about air filters.
Be the only store that keeps the Dow-Jones index and latest sports scores running on a marquee.
Be the only plumber in town that installs toilet bowl fresheners with every service call. Be the only _____in town that is "authorized" to service a ___________.
"Me too" isn't enough. Grab a unique product, habit or added value. Get identified with it, and people who do business with you will be more likely to recommend you (by bragging about how smart they are) to others.
Daniel Wadleigh is a nationally published marketing consultant and has programs for start-up and existing businesses including effective web sites, e-mail/database, other non-internet ways to drive them to your website, and low cost ways to get more new customers.
Go to: http://www.more-new-customers.com to get free copy of "Marketing to Men vs. Women- the 8 different responses" and a Free copy of "Market Research- 7 Questions to Ask to Start-up and 7 to Ask to Improve Any Business."
There was a survey done by a Spanish newspaper for restaurants. They wanted to determine what was the major factor that caused patrons to frequent any particular restaurant. Two thirds of the respondees said that "they liked to eat where they could find something, a dish or sauce, that they could not create at home." Unique sells!
Examples:
Be the only hamburger stand in town that has discount coupons for desserts at the grocery store - the grocer will pay for them; it's "free" advertising.
Be the only sporting goods store that gives away "free" sunglasses with a $20 purchase.
Be the only contractor in town that does triple-pane windows.
Be the only restaurant in town that feeds the high-school football team.
Be the only grocery store in town that sells buffalo steaks (or some other exotic meat).
Be the only bookstore in town with a great selection of books-on-tape.
Be the only realtor in town that knows how to decorate, plant, wallpaper, or do something else in a house.
Be the only car lot in town that gives away defensive driving training with a purchase.
Be the only carpet cleaner that knows all about air filters.
Be the only store that keeps the Dow-Jones index and latest sports scores running on a marquee.
Be the only plumber in town that installs toilet bowl fresheners with every service call. Be the only _____in town that is "authorized" to service a ___________.
"Me too" isn't enough. Grab a unique product, habit or added value. Get identified with it, and people who do business with you will be more likely to recommend you (by bragging about how smart they are) to others.
Daniel Wadleigh is a nationally published marketing consultant and has programs for start-up and existing businesses including effective web sites, e-mail/database, other non-internet ways to drive them to your website, and low cost ways to get more new customers.
Go to: http://www.more-new-customers.com to get free copy of "Marketing to Men vs. Women- the 8 different responses" and a Free copy of "Market Research- 7 Questions to Ask to Start-up and 7 to Ask to Improve Any Business."
50 Great Ways to Motivate and Not Break the Bank
Quick, Easy, and Even Fun!
1. Smile, say "Hi! How are you doing today?"
2. Regularly invite someone to join you for coffee.
3. Send them flowers, chocolate, a bunch of balloons.
4. Provide a group lunch---pizza, six-foot sub, barbecue.
5. Write someone a thank-you note and put a copy in his/her file.
6. Hand out coupons for an extra 30 minutes for lunch.
7. Make a donation to their favorite charity in their name.
8. Give out tickets to a movie/play/cultural/sporting event.
9. Celebrate achievements with bulletin boards, videos, E-mail.
10. Catch and recognize someone doing something right, not wrong.
11. Write a letter of appreciation to their family.
12. Bake a batch of cookies for someone or for the team.
13. Give limited time off, with pay, when things are slow.
14. Bring a camera to work, get candid shots and post on a humor board.
15. Go to the movies. During lunch or breaks, run a funny movie or TV show.
16. Ask about their interests, family, or weekend activities.
17. Send a company T-shirt or hat to the employee's child(ren).
18. Walk around with free lunch coupons. Hand out on the spot.
19. Recognize special accomplishments publicly in meetings or celebrations.
20. Hand out life savers, M&M's, tootsie roll pops, or other appreciation snacks.
21. Get candid shots of people doing good work. Post photos on bulletin boards.
22. Take out an advertisement in a local paper and include their names and pictures.
23. Allow flexible work time so they can participate in outside work-related activities.
24. Have special days. Hold an "ugly tie" or "ugly sweater" day. Award joke prizes for the winners.
25. Give them a surprise for their work area---a desk organizer, a picture or poster, a new mouse pad.
Communication and Involvement
26. Listen 80% of the time and talk 20%.
27. Actively make a point to speak to all staff each day.
28. Ask them, "What am I doing that gets in your way?"
29. Ask them, "What can I do to help you with your job?"
30. Give information to staff after management meetings.
31. Let them attend a meeting in your place.
32. Sponsor membership in a professional group.
33. Give a subscription to a work-related periodical.
34. Let them "sit-in" with an upper level person for part of a day.
35. Rotate jobs so people can gain new skills and get cross-trained.
36. Arrange for the boss to acknowledge good work.
37. Go to your staff's work area. Meet them on their turf.
38. Promote individual / team training with time and budget.
39. Provide quarterly updates on relevant business and customer issues.
40. Allow them to exchange positions with someone else in the company for a half-day.
41. Ask staff what rumors they have heard, and address them.
42. Represent reality as it is---people don't like being fooled or surprised.
43. Involve them in a special project that allows for company exposure and visibility.
44. Ask for their opinions and listen. Many times they have a better "take" of the situation.
45. Get into the "trenches" with your staff. Learn about their jobs-- the good's and the bad's.
46. Ask staff, "What's not working, why is it not working and what can be done to fix it?"
47. Ask staff, "What is making our clients/customers the most and/or the least satisfied."
48. Have a suggestion system - rewards for ideas that actually reduced costs or improved processes.
49. Make them feel part of the team. Help them to move from "It's not my job," to "Let's do it."
50. Finally, provide more appreciative feedback - good stuff coming more often than the bad stuff.
Pick and choose the ones that "fit" your people, your company and your budget. Remember what is one person's carrot is another's "yucky" orange vegtable.
Marcia Zidle, the 'people smarts' coach, works with business leaders to quickly solve their people management headaches so they can concentrate on their #1 job ญ to grow and increase profits. She offers free help through Leadership Briefing, a weekly e-newsletter with practical tips on leadership style, employee motivation, recruitment and retention and relationship management. Subscribe by going to http://leadershiphooks.com/ and get the bonus report "61 Leadership Time Savers and Life Savers". Marcia is the author of the What Really Works Handbooks ญ resources for managers on the front line and the Power-by-the-Hour programs ญ fast, convenient, real life, affordable courses for leadership and staff development. She is available for media interviews, conference presentations and panel discussions on the hottest issues affecting the workplace today. Contact Marcia at 800-971-7619.
1. Smile, say "Hi! How are you doing today?"
2. Regularly invite someone to join you for coffee.
3. Send them flowers, chocolate, a bunch of balloons.
4. Provide a group lunch---pizza, six-foot sub, barbecue.
5. Write someone a thank-you note and put a copy in his/her file.
6. Hand out coupons for an extra 30 minutes for lunch.
7. Make a donation to their favorite charity in their name.
8. Give out tickets to a movie/play/cultural/sporting event.
9. Celebrate achievements with bulletin boards, videos, E-mail.
10. Catch and recognize someone doing something right, not wrong.
11. Write a letter of appreciation to their family.
12. Bake a batch of cookies for someone or for the team.
13. Give limited time off, with pay, when things are slow.
14. Bring a camera to work, get candid shots and post on a humor board.
15. Go to the movies. During lunch or breaks, run a funny movie or TV show.
16. Ask about their interests, family, or weekend activities.
17. Send a company T-shirt or hat to the employee's child(ren).
18. Walk around with free lunch coupons. Hand out on the spot.
19. Recognize special accomplishments publicly in meetings or celebrations.
20. Hand out life savers, M&M's, tootsie roll pops, or other appreciation snacks.
21. Get candid shots of people doing good work. Post photos on bulletin boards.
22. Take out an advertisement in a local paper and include their names and pictures.
23. Allow flexible work time so they can participate in outside work-related activities.
24. Have special days. Hold an "ugly tie" or "ugly sweater" day. Award joke prizes for the winners.
25. Give them a surprise for their work area---a desk organizer, a picture or poster, a new mouse pad.
Communication and Involvement
26. Listen 80% of the time and talk 20%.
27. Actively make a point to speak to all staff each day.
28. Ask them, "What am I doing that gets in your way?"
29. Ask them, "What can I do to help you with your job?"
30. Give information to staff after management meetings.
31. Let them attend a meeting in your place.
32. Sponsor membership in a professional group.
33. Give a subscription to a work-related periodical.
34. Let them "sit-in" with an upper level person for part of a day.
35. Rotate jobs so people can gain new skills and get cross-trained.
36. Arrange for the boss to acknowledge good work.
37. Go to your staff's work area. Meet them on their turf.
38. Promote individual / team training with time and budget.
39. Provide quarterly updates on relevant business and customer issues.
40. Allow them to exchange positions with someone else in the company for a half-day.
41. Ask staff what rumors they have heard, and address them.
42. Represent reality as it is---people don't like being fooled or surprised.
43. Involve them in a special project that allows for company exposure and visibility.
44. Ask for their opinions and listen. Many times they have a better "take" of the situation.
45. Get into the "trenches" with your staff. Learn about their jobs-- the good's and the bad's.
46. Ask staff, "What's not working, why is it not working and what can be done to fix it?"
47. Ask staff, "What is making our clients/customers the most and/or the least satisfied."
48. Have a suggestion system - rewards for ideas that actually reduced costs or improved processes.
49. Make them feel part of the team. Help them to move from "It's not my job," to "Let's do it."
50. Finally, provide more appreciative feedback - good stuff coming more often than the bad stuff.
Pick and choose the ones that "fit" your people, your company and your budget. Remember what is one person's carrot is another's "yucky" orange vegtable.
Marcia Zidle, the 'people smarts' coach, works with business leaders to quickly solve their people management headaches so they can concentrate on their #1 job ญ to grow and increase profits. She offers free help through Leadership Briefing, a weekly e-newsletter with practical tips on leadership style, employee motivation, recruitment and retention and relationship management. Subscribe by going to http://leadershiphooks.com/ and get the bonus report "61 Leadership Time Savers and Life Savers". Marcia is the author of the What Really Works Handbooks ญ resources for managers on the front line and the Power-by-the-Hour programs ญ fast, convenient, real life, affordable courses for leadership and staff development. She is available for media interviews, conference presentations and panel discussions on the hottest issues affecting the workplace today. Contact Marcia at 800-971-7619.
Marketing and Advertising Techniques of Super Bowl Advertisers
Each year, advertisers with super sized budgets sink millions of dollars into Super Bowl advertising. While most of us do not have a large enough budget to advertise on the Super Bowl, the commercials -- both past and present -- demonstrate several marketing techniques we can apply elsewhere.
Here are some lessons for us all, as demonstrated by Super Bowl advertisers:
Make Advertisements Entertaining
The primary focus of Super Bowl advertisements is usually entertainment. After the fact, discussion and analysis revolve around how amusing or interesting the commercials were. Little or no mention, however, is made of how effective they were in advertising the product.
I love an entertaining commercial as well as the next person, but entertainment value can be a two-edged sword. Sometimes, the creators get so caught up in the entertainment aspect they forget the ultimate goal -- to sell more product.
To me, the advertisers guiltiest of forgetting to sell are those that give no branding clue until the very end. People come away thinking how cute, funny, or otherwise entertaining the advertisement, but with little or no idea of the actual product.
There are, however, ways to entertain while communicating your brand throughout the commercial. Remember the frogs -- Bud, Weis, and Er? Total entertainment, yet who didn't know it was a Budweiser commercial?
You can do the same with your own marketing. Whatever form of entertainment you choose -- games, performances, contests, etc. -- remember to simultaneously reinforce your brand or business. A couple of ideas: (1) display your logo prominently and (2) give premiums, coupons, or other discounts to participants.
Gain Celebrity Endorsements
Celebrity endorsements are frequent in Super Bowl advertisements. Past and present endorsements include Coke's Mean Joe Green (1980), McDonald's Larry Bird and Michael Jordan (1993), and MasterCard's Homer Simpson (2004).
Celebrity endorsements are a way to draw initial attention to a product or company, which creates an opportunity to deliver the marketing message. If the celebrity is highly regarded by your target audience, endorsements can also give credibility to a brand.
If you do not have a large enough budget to hire a national celebrity, try redefining "celebrity" by thinking in niche terms. Your "celebrity" could be someone well known in the industry -- one of your customers or suppliers, for example.
Another way to redefine "celebrity" is to think locally. Brainstorm a list of people who are well known locally in certain circles. Your list could include well-regarded business people, minor league sports personalities, and other high-profile citizens. Then, approach your favorites with a proposal. The key is hiring someone known and respected by your target customers.
Demonstrate an Important Product Benefit or Feature
My favorite Super Bowl commercial of all time is the 1998 Tabasco commercial. The commercial shows a man sitting, eating pizza on his front porch. Before each bite he splashes on a liberal dose of Tabasco. A mosquito flies in, bites the guy on the hand, and flies off. A second later, we see the mosquito explode in a mass of flames. Cut to the guy chewing and smiling, Tabasco bottle clearly displayed on screen.
Besides being incredibly entertaining, the commercial demonstrates the product's primary benefit in a way that is simple and straightforward. All the while, very clearly communicating the brand.
There are many ways to demonstrate an important product feature to your audience. Think of other commercials you've seen and adapt the technique to your own budget and situation.
Detergent commercials, for example, often show how the product removes stains better than the competition. You can set up your own comparison and communicate it through print ads, on a Website, or in a retail store.
Target The Audience
Have you noticed an abundance of fast car, junk food, and beverage commercials during the Super Bowl? A major reason for this is targeting. Smart marketers try to get their products seen in places where their target audience hangs out.
It is not too much of a stretch to imagine that folks attracted to testosterone-laden football may also like speedy cars. And if you watch football, you most certainly like to snack during the game. Hence, we see an abundance of junk food, beer, and soda commercials.
When putting together your own marketing programs, try to imagine where your target audience can be found and think of ways you can be seen in those venues. If you are a Virtual Assistant, for example, participating online in small business groups makes much more sense than being seen in sports groups.
Associate Your Brand with a Mascot or Symbol
My favorite commercial from this year's Super Bowl was the donkey that wanted to be a Budweiser Clydesdale. I must confess the Clydesdales are near and dear to my heart (I live less than a mile from Grant's Farm where they breed and raise the Budweiser Clydesdales). I'm pretty sure, though, I'd love this commercial anyway.
Besides telling a cute, heartwarming story, the entire commercial reinforces the connection between the Clydesdales and Budweiser beer. It's a connection that Anheuser Busch has worked hard to establish and maintain over the years. Today, I'm sure most people immediately think "Budweiser" when catching a glimpse of the famous Clydesdales.
So you don't have billions of dollars and decades of time to invest in a mascot? Think smaller.
How about hiring a freelance illustrator or art student to develop a character, then begin using that character at key points of contact with your audience. To name a few, you could use your "mascot" in a logo, on postcards, on your Website, and/or on store signage.
Take these techniques to heart, apply them diligently, and watch your business grow.
About the Author
Bobette Kyle draws upon 12+ years of Marketing/Executive experience, Marketing MBA, and online marketing research in her writing. Bobette is proprietor of the Web Site Marketing Plan Network, http://www.WebSiteMarketingPlan.com, and author of the marketing plan and Web promotion book "How Much For Just the Spider? Strategic Website Marketing For Small Budget Business." ( HowMuchForSpider.com/TOC.htm )
Copyright 2004, Bobette Kyle. All rights reserved.
Here are some lessons for us all, as demonstrated by Super Bowl advertisers:
Make Advertisements Entertaining
The primary focus of Super Bowl advertisements is usually entertainment. After the fact, discussion and analysis revolve around how amusing or interesting the commercials were. Little or no mention, however, is made of how effective they were in advertising the product.
I love an entertaining commercial as well as the next person, but entertainment value can be a two-edged sword. Sometimes, the creators get so caught up in the entertainment aspect they forget the ultimate goal -- to sell more product.
To me, the advertisers guiltiest of forgetting to sell are those that give no branding clue until the very end. People come away thinking how cute, funny, or otherwise entertaining the advertisement, but with little or no idea of the actual product.
There are, however, ways to entertain while communicating your brand throughout the commercial. Remember the frogs -- Bud, Weis, and Er? Total entertainment, yet who didn't know it was a Budweiser commercial?
You can do the same with your own marketing. Whatever form of entertainment you choose -- games, performances, contests, etc. -- remember to simultaneously reinforce your brand or business. A couple of ideas: (1) display your logo prominently and (2) give premiums, coupons, or other discounts to participants.
Gain Celebrity Endorsements
Celebrity endorsements are frequent in Super Bowl advertisements. Past and present endorsements include Coke's Mean Joe Green (1980), McDonald's Larry Bird and Michael Jordan (1993), and MasterCard's Homer Simpson (2004).
Celebrity endorsements are a way to draw initial attention to a product or company, which creates an opportunity to deliver the marketing message. If the celebrity is highly regarded by your target audience, endorsements can also give credibility to a brand.
If you do not have a large enough budget to hire a national celebrity, try redefining "celebrity" by thinking in niche terms. Your "celebrity" could be someone well known in the industry -- one of your customers or suppliers, for example.
Another way to redefine "celebrity" is to think locally. Brainstorm a list of people who are well known locally in certain circles. Your list could include well-regarded business people, minor league sports personalities, and other high-profile citizens. Then, approach your favorites with a proposal. The key is hiring someone known and respected by your target customers.
Demonstrate an Important Product Benefit or Feature
My favorite Super Bowl commercial of all time is the 1998 Tabasco commercial. The commercial shows a man sitting, eating pizza on his front porch. Before each bite he splashes on a liberal dose of Tabasco. A mosquito flies in, bites the guy on the hand, and flies off. A second later, we see the mosquito explode in a mass of flames. Cut to the guy chewing and smiling, Tabasco bottle clearly displayed on screen.
Besides being incredibly entertaining, the commercial demonstrates the product's primary benefit in a way that is simple and straightforward. All the while, very clearly communicating the brand.
There are many ways to demonstrate an important product feature to your audience. Think of other commercials you've seen and adapt the technique to your own budget and situation.
Detergent commercials, for example, often show how the product removes stains better than the competition. You can set up your own comparison and communicate it through print ads, on a Website, or in a retail store.
Target The Audience
Have you noticed an abundance of fast car, junk food, and beverage commercials during the Super Bowl? A major reason for this is targeting. Smart marketers try to get their products seen in places where their target audience hangs out.
It is not too much of a stretch to imagine that folks attracted to testosterone-laden football may also like speedy cars. And if you watch football, you most certainly like to snack during the game. Hence, we see an abundance of junk food, beer, and soda commercials.
When putting together your own marketing programs, try to imagine where your target audience can be found and think of ways you can be seen in those venues. If you are a Virtual Assistant, for example, participating online in small business groups makes much more sense than being seen in sports groups.
Associate Your Brand with a Mascot or Symbol
My favorite commercial from this year's Super Bowl was the donkey that wanted to be a Budweiser Clydesdale. I must confess the Clydesdales are near and dear to my heart (I live less than a mile from Grant's Farm where they breed and raise the Budweiser Clydesdales). I'm pretty sure, though, I'd love this commercial anyway.
Besides telling a cute, heartwarming story, the entire commercial reinforces the connection between the Clydesdales and Budweiser beer. It's a connection that Anheuser Busch has worked hard to establish and maintain over the years. Today, I'm sure most people immediately think "Budweiser" when catching a glimpse of the famous Clydesdales.
So you don't have billions of dollars and decades of time to invest in a mascot? Think smaller.
How about hiring a freelance illustrator or art student to develop a character, then begin using that character at key points of contact with your audience. To name a few, you could use your "mascot" in a logo, on postcards, on your Website, and/or on store signage.
Take these techniques to heart, apply them diligently, and watch your business grow.
About the Author
Bobette Kyle draws upon 12+ years of Marketing/Executive experience, Marketing MBA, and online marketing research in her writing. Bobette is proprietor of the Web Site Marketing Plan Network, http://www.WebSiteMarketingPlan.com, and author of the marketing plan and Web promotion book "How Much For Just the Spider? Strategic Website Marketing For Small Budget Business." ( HowMuchForSpider.com/TOC.htm )
Copyright 2004, Bobette Kyle. All rights reserved.
SKI DAZZLE; THE CHICAGO SKI SHOW & SNOWBOARD EXPO CELEBRATES ITS 45TH YEAR THIS FALL IN CHICAGO.
September, 2003 -- Ski Dazzleยฎ The Chicago Ski Show and Snowboard Expโ„ข is celebrating its 45th year as the Mid-West's largest annual ski and snowboard consumer show. This high profile and exciting fourโ€"day โ€œlifestyle eventโ€ attracts more than 38,000 active and enthusiastic skiers and snowboarders to the Rosemont Convention Complex & The Donald E. Stephens Convention Center.
From professional singles and families, through high school and college students, this show is positioned to be THE annual kick-off of the winter ski & snowboard season in the Chicagoland area.
Ski Dazzleยฎ features over 250 exhibit booth spaces showcasing the core companies of skiing and snowboarding, including reps from over 100 local, national and international winter resorts. There will be ski & snowboard retailers offering โ€œshow specialsโ€, seminars and clinics and a $1,000,000.00 Ski & Snowboard Sale with holiday shopping bargains for all ages.
In addition, multiple entertainment areas and daily events include continuous free ski lessons on the giant Learn to Ski ramp; an Xtreme Film Theater featuring the hottest young ski & snowboard movie producers, a floor to ceiling Climbing Wall presented by the Daily Herald, Search & Rescue Dog Demonstrations, a Free Cross Country Course and equipment to try, plus a Seminar and Celebrity Stage where valuable free prizes, lift tickets and trips can be won, and a personal appearance by legendary filmmaker Warren Miller who will be at the show all four days.
WHERE TO SKI OR SNOWBOARD, HOW TO GET THERE, AND BACK
Over 250 exhibitors from the โ€œWorld of Skiing & Snowboardingโ€ await visitors to Ski Dazzleยฎ 2003. Topping the list, resort and travel experts offer money-saving packages and travel bargains for singles and families including reps from over 100 of the top ski and snowboard resorts, properties and services in the U.S.A., Canada and Europe.
Travel & Resorts exhibitors include: Adventures on Skis, Lynx Ski & Golf, Afton Alps, Alpine Valley, Aspen, Snowmass, BC Ski Country- Canada, Big Mountain Resort, Big Sky Lodging, Big Sky Resort, Big Snow Country, Camp Sagawau Nordic, Cascade Mountain, Chestnut Mountain Resort, Christmas Mountain, Colorado Ski Country USA, Crested Butte, Crystal Mountain, Devil's Head Resort, Four Lakes Ski & Snowboard Park, Jackson Hole Chamber of Commerce, Jackson Hole Mt. Resort, Mount Bohemia, JacksonHoleVacation.net, Keweenaw Tourism Council, Killington Ski Resort, Mont Ripley Ski Area and Mont Ste. Anne.
Ski and Snowboard resort experts from Mt. Rose โ€" Lake Tahoe, Norway Mountain, Pine Mountain, Premier Destinations, Quebec Tourism, Red Mountain Resort BC, Resort Quest, Resorts of the Canadian Rockies, Shanty Creek, Ski Alaska, Ski Banff-Lake Louise, Ski Brule, Ski Lake Tahoe, Ski New Mexico, Ski Salt Lake, Ski The UP, Ski Utah, Smugglers Notch Resort, Steamboat, Stowe Mountain, Sundown Mountain, Sunshine Village, Swiss Valley Ski Area, Telluride Ski & Golf Co, The Canyons, Tyrol Basin, Vail Resorts, Valdoro Mountain Lodge, Vermont Ski Association, Villa Olivia Ski Area, Welch Village Ski Area, Whistler & Blackcomb Mountain Resort, Wilmot Mountain, Winter Park Resort, Grand Geneva and the Wisconsin Department of Tourismโ€ฆat last count!
Ski Dazzleยฎ offers visitors their only chance this season to speak directly to so many experts from top ski and snowboard resorts and all under one roof.
SKI AND SNOWBOARD SALE - $1,000,000.00 OF HOLIDAY BARGAINS!
Visit the Million-Dollar Ski and Snowboard Sale and Swap, for outstanding pre-Christmas values on all kinds of ski and snowboard equipment and clothing for adults and children. You'll find top quality new and used equipment, fashions and accessories from Midwest specialty ski and snowboard shops. In addition, you'll find super bargains on everything else for sale ... all priced to move and just in time for Holiday shopping! This is a great place to outfit an individual or an entire family at great savings on name brands.
Plus, Chicagoland residents are even invited to bring their good condition used ski and snowboard equipment and place it in the โ€œUsed Equipment Areaโ€ in the Sale. Public Registration of used equipment is located just inside the Rosemont Convention Complex at the Donald E. Stephens Convention Center entrance. There will be a 15% charge ONLY if your item is actually sold at the Million-Dollar Ski and Snowboard Sale and Swap. Complete registration details will be posted online through a special link on The โ€œStuff To Buyโ€ page at www.skidazzle.com/chicago
ONE-STOP SHOPPING
In addition specialty ski and snowboard retailers bring a selection of current season equipment and clothing, plus the greatest advice to help you make your equipment selection for the safest and most enjoyable winter, ever!
It's all under one roof at Ski Dazzleยฎ, so come meet the experts from, Viking Ski Shop, RQ Board Shop, Shred Shack and Zumiez to name a few. They are here to give you expert advice and one-stop shopping convenience for new season merchandise and holiday โ€œShow Specialsโ€.
DAILY HERALD'S FREE ROCK CLIMBING WALL
Visitors to the show have a FREE chance to try their hand (and feet!) on the Daily Herald's 20 foot high rock climbing wall right on the show floor! Offered as another pre-season fitness and conditioning discipline that is also great fun, professionally trained instructors from 3N1 Productions will be on hand to make the climb safe and easy for children, as well as, adults. This is a great โ€œphoto opโ€ so bring your friends, your family and your cameras
XTREME FILM THEATERโ„ข HOSTED BY SKI PRESS MAGAZINE
XTREME FILM THEATERโ„ข will be hosted by Ski Press Magazine. They will be presenting White Knuckle Extreme Action Sports Videos featuring some of the hottest ski and snowboarding films and previews available. Non-stop action from producers like Warren Miller, Matchstick, Poor Boyz, Exodus, Standard, Jib Tech and more!
Ski Press Magazine will give away DVD's, Videos and Prizes to lucky winners every two hours. If you have to take some of this wild action home, full-length movies and DVDs on Skiing, Snowboarding and Extreme Sports of all kinds will be available for purchase from White Knuckle Extreme - Sports Videos.
FIRESIDE CHATโ„ขSEMINARS - PRIZES & MONEY SAVING SEMINARS WITH CELEBRITIES & EXPERTS
The Ski Dazzleยฎ Fireside Chatโ„ข seminar series will be hosted by Ski Dazzleยฎ Co-Producer, Judy Gray and will feature visiting celebrities and experts. These informal seminars offer tips on winter travel bargains, new technology in skiing and snowboarding equipment, backcountry helicopter & adventure tours and even winter photography.
Special guest, award winning filmmaker Warren Miller, will join us for a series of Fireside Chats. Don't miss this chance to meet an incredible legend of skiing who will share humorous stories of his 50 plus years of entertaining skiers and snowboarders around the world.
Ski Press Magazine will be sending two members of their 2003-2004 Ski Equipment Test & Editorial Staff to help answer questions about the latest evaluations of equipment. Marc-Andre Nadeau โ€" Director of the Test Program, and Former Canadian Demo Team Member and 7-year member of the Test Team, Isabelle Sauvauge will share their extensive knowledge at daily seminars.
You can count on ski & snowboard Factory Reps and surprise celebrity guests to stop by the show for a visit. The Fireside Chatโ„ข has featured World & Olympic Champions, Entertainment, Political, and Sports Celebrities.
This is also where we give away thousands of dollars of prizes, including lift tickets, accessories, brand new skis and snowboards, just for audience participation! The Fireside Chatโ„ข is a great chance for attendees to get straight answers about their sport in a relaxed and informal setting at the showโ€ฆAND win incredible prizes!
Schedules and content will be different every day, so check at the show for program updates or log on to the โ€œEventsโ€ page at www.skidazzle.com/Chicago for up-to-the-minute guest and topic line-up information.
AWARD WINNING FILMMAKER - WARREN MILLER
Warren Miller is an expert surfer, sailor of catamarans, ski instructor, author, columnist, humorist, entertainer and all-around nice guy. Warren Miller is famous for bringing the sport of skiing to the big screen. He writes with wit and keen insight about skiing, filmmaking and traveling. โ€œWarren Miller is a combination of Jean-Claude Killy, Robert Redford, Ingmar Bergman, and Woody Allenโ€ says the Los Angeles Times.
He purchased his first still camera at the age of nine, for thirty-five cents, which started a career that will continue well into the next century. In junior high school wood shop, in 1938, he built his first surfboard and that same year he purchased a pair of pine skis with toe straps in a garage sale in Hollywood for two dollars. His roller skates, bicycle, surfboard, and skis allowed him a freedom that has fueled his life-long search and filming of exciting activities, sharing with the world his vision of freedom.
Though he went on to make films on numerous subjects, his name eventually became synonymous with extreme skiing, snow boarding, and windsurfing. The films were chiefly distinguished by their feats of athleticism, their creative camera shots, and of course, the famed Miller humor. For a half-century, the Miller films have introduced audiences to every new aspect of every winter and nearly every summer sport played without a court and without a score -- activities people do on weekends.
Looking back on his long career, Miller remains true to character. "I'm a 14 year-old kid", he reflects, "trapped in a 73 year-old body, and I still don't know what I'm going to do when I grow up."
Warren will be available for photos and autographs of his posters, books and movies at the Warren Miller booth and will also be a featured guest at the Fireside Chat Seminars during Ski Dazzleยฎ.
THE GOOD DOGS ALWAYS WEAR WHITE
Our Ski Dazzleยฎ Snow Dog mascot is a remarkable nine-year old, pure white male German Shepherd, named "Sequoia". He โ€œcarries a badgeโ€ and is looking to rescue any skier or snowboarder in distress. This amazing animal is a K9 member of the California Rescue Dogs Association and Canadian Avalanche Rescue Dogs Association and has been trained to locate lost or missing people in challenging terrain and conditions.
In his job, Sequoia rides the chairlifts and is often air-lifted to remote areas by helicopter. He is then lowered and raised by harness in and out of dangerous areas to search for lost hikers, snowboarders and skiers. In his โ€œoff hoursโ€ Sequoia enjoys racing down the ski runs in California following his owner, playing with the kids and adults during Ski School breaks and as a member of the Ski Patrol, joyriding in helicopters and snowcats.
Rick Strasser, who is Sequoia's owner and handler, is a Firefighter and Paramedic for the Barstow Fire Department in Southern California and has been a member of various emergency and rescue services for over twenty years. Strasser, and Sequoia have been instrumental in the safe rescue of hundreds of careless or unlucky hikers, winter sport enthusiasts, lost childrenโ€ฆ and adults.
Sequoia and Rick will be on hand at Ski Dazzleยฎ 2003 to personally meet attendees and together they will demonstrate how these canine โ€œwonder dogsโ€ safeguard our lives and quickly capture our hearts. Come meet these local heroes during their personal appearances and daily demonstrations at our Fireside Chatโ„ข Seminar Stage exclusively at Ski Dazzleยฎ โ€" The Chicago Ski Show and Snowboard Expoโ„ข.
FREE SKI LESSONS AND XC DEMOS
Ski Dazzle will be giving free ski lessons on a Giant indoor ski school ramp right at the show! Bring a beginner to the show and professional instructors will give them their first lesson on โ€œthe hillโ€! This is a great way to put a friend or family member on the road to skiing. These free ski ramp lessons include all the necessary equipment and professional instruction.
In addition, Camp Sagawau Nordic will have a custom XC course set up and will provide all equipment, giving FREE XC lessons to all ages and abilities, right at the show. They will also be awarding prizes of 2 for 1 lift passes and use of equipment.
PRIZES, CONTESTS & GIVEAWAYS OFFER OVER $15,000 OF PRIZES
$15,000.00 of prizes have been donated from Snow Industry Equipment Reps, Ski Dazzleยฎ Exhibitors and Resorts. These will be awarded in hourly event drawings for free lift tickets, free skis, free snowboards, trips and accessories offering lots of ways to win and will add to the fun throughout the four days of Ski Dazzleยฎ 2003.
BUY ADVANCE TICKETS ON-LINE
You can save time and avoid lines at the show. Buy your Regular Admission tickets or Children's tickets on-line at www.skidazzle.com/Chicago and print them right from your own computer with our secure on-line ordering software.
SKI DAZZLEยฎ - A PARTY WITH A PURPOSEโ„ข
Ski Dazzleยฎ 2003, at the Rosemont Convention Center Complex is the most important ski or snowboard trip you will make this season. It's all under one roof, at the Donald E. Stephens Convention Center and features the latest winter travel bargains plus expert advice you can't get anywhere else.
There will be ski and snowboard experts from equipment to resorts; ski and snowboard celebrities; money-saving tips; loads of family entertainment; plus holiday bargains galore from the $1,000,000.00 Ski and Snowboard Saleโ€ฆit's no wonder Ski Dazzleยฎ 2003 - The Chicago Ski Show and Snowboard Expoโ„ข is called, โ€œA Party with A Purposeโ„ขโ€ by both exhibitors and attendees alike.
SKI DAZZLEยฎ WEBSITE
Updates and details, including a new โ€œon-line ticketing optionโ€, show hours, Ski Dazzleยฎ exhibitor list and hot links, features, seminar schedules, celebrities, driving directions and entertainment schedules, are available on the Internet at www.skidazzle.com/Chicago.
-End-
Copyright 2003 โ€" Ski Dazzle LLC
Ski Dazzleยฎ and The Chicago Ski Show & Snowboard Expoโ„ข are registered trademarks of Ski Dazzle LLC
All schedules, appearances, times and events are subject to change but were confirmed
at the time of printing this news release.
FACT SHEET
WHAT:
Ski Dazzleยฎ 2003 โ€ข The Chicago Ski Show & Snowboard Expoโ„ข
45th Anniversary of The Mid-West's Largest Consumer Ski & Snowboard Show
WHERE:
Rosemont Convention Complex
Donald E. Stephens Convention Center
5555 N. River Road
(Near Junction of the I-294 & I-190)
RIVER ROAD EXIT Off The I-190.
Adjacent to O'Hare International Airport.
Rosemont, Illinois 60018
(847) 692-2222 Info Line
WHEN:
4 DAYS ONLY! November 06 - 09, 2003
HOURS:
Thursday
Nov. 06
4:00 pm
- 10:00 pm
Friday
Nov. 07
4:00 pm
- 10:00 pm
Saturday
Nov. 08
11:00 am - 10:00 pm
Sunday
Nov. 09
11:00 am - 5:00 pm
PRICE:
$ 8.00
REGULAR ADMISSION
$ 6.00
DISCOUNT ADMISSION
Discount Coupons available from participating Ski & Snowboard Shops while supplies last.
$ 3.00
Children 6 โ€" 12 years
FREE
Children 5 and Under
ON LINE TICKETING:
FULL PRICE - REGULAR ADMISSION & CHILDREN'S TICKETS
AVAILABLE ON OUR WEBSITE:
www.skidazzle.com/Chicago
Secure Server with On-Line Ticketing & Printing right from your computer
WEB SITE:
www.skidazzle.com/Chicago
For updates on Ski Dazzleยฎ events, driving directions and exhibitor hot links.
From professional singles and families, through high school and college students, this show is positioned to be THE annual kick-off of the winter ski & snowboard season in the Chicagoland area.
Ski Dazzleยฎ features over 250 exhibit booth spaces showcasing the core companies of skiing and snowboarding, including reps from over 100 local, national and international winter resorts. There will be ski & snowboard retailers offering โ€œshow specialsโ€, seminars and clinics and a $1,000,000.00 Ski & Snowboard Sale with holiday shopping bargains for all ages.
In addition, multiple entertainment areas and daily events include continuous free ski lessons on the giant Learn to Ski ramp; an Xtreme Film Theater featuring the hottest young ski & snowboard movie producers, a floor to ceiling Climbing Wall presented by the Daily Herald, Search & Rescue Dog Demonstrations, a Free Cross Country Course and equipment to try, plus a Seminar and Celebrity Stage where valuable free prizes, lift tickets and trips can be won, and a personal appearance by legendary filmmaker Warren Miller who will be at the show all four days.
WHERE TO SKI OR SNOWBOARD, HOW TO GET THERE, AND BACK
Over 250 exhibitors from the โ€œWorld of Skiing & Snowboardingโ€ await visitors to Ski Dazzleยฎ 2003. Topping the list, resort and travel experts offer money-saving packages and travel bargains for singles and families including reps from over 100 of the top ski and snowboard resorts, properties and services in the U.S.A., Canada and Europe.
Travel & Resorts exhibitors include: Adventures on Skis, Lynx Ski & Golf, Afton Alps, Alpine Valley, Aspen, Snowmass, BC Ski Country- Canada, Big Mountain Resort, Big Sky Lodging, Big Sky Resort, Big Snow Country, Camp Sagawau Nordic, Cascade Mountain, Chestnut Mountain Resort, Christmas Mountain, Colorado Ski Country USA, Crested Butte, Crystal Mountain, Devil's Head Resort, Four Lakes Ski & Snowboard Park, Jackson Hole Chamber of Commerce, Jackson Hole Mt. Resort, Mount Bohemia, JacksonHoleVacation.net, Keweenaw Tourism Council, Killington Ski Resort, Mont Ripley Ski Area and Mont Ste. Anne.
Ski and Snowboard resort experts from Mt. Rose โ€" Lake Tahoe, Norway Mountain, Pine Mountain, Premier Destinations, Quebec Tourism, Red Mountain Resort BC, Resort Quest, Resorts of the Canadian Rockies, Shanty Creek, Ski Alaska, Ski Banff-Lake Louise, Ski Brule, Ski Lake Tahoe, Ski New Mexico, Ski Salt Lake, Ski The UP, Ski Utah, Smugglers Notch Resort, Steamboat, Stowe Mountain, Sundown Mountain, Sunshine Village, Swiss Valley Ski Area, Telluride Ski & Golf Co, The Canyons, Tyrol Basin, Vail Resorts, Valdoro Mountain Lodge, Vermont Ski Association, Villa Olivia Ski Area, Welch Village Ski Area, Whistler & Blackcomb Mountain Resort, Wilmot Mountain, Winter Park Resort, Grand Geneva and the Wisconsin Department of Tourismโ€ฆat last count!
Ski Dazzleยฎ offers visitors their only chance this season to speak directly to so many experts from top ski and snowboard resorts and all under one roof.
SKI AND SNOWBOARD SALE - $1,000,000.00 OF HOLIDAY BARGAINS!
Visit the Million-Dollar Ski and Snowboard Sale and Swap, for outstanding pre-Christmas values on all kinds of ski and snowboard equipment and clothing for adults and children. You'll find top quality new and used equipment, fashions and accessories from Midwest specialty ski and snowboard shops. In addition, you'll find super bargains on everything else for sale ... all priced to move and just in time for Holiday shopping! This is a great place to outfit an individual or an entire family at great savings on name brands.
Plus, Chicagoland residents are even invited to bring their good condition used ski and snowboard equipment and place it in the โ€œUsed Equipment Areaโ€ in the Sale. Public Registration of used equipment is located just inside the Rosemont Convention Complex at the Donald E. Stephens Convention Center entrance. There will be a 15% charge ONLY if your item is actually sold at the Million-Dollar Ski and Snowboard Sale and Swap. Complete registration details will be posted online through a special link on The โ€œStuff To Buyโ€ page at www.skidazzle.com/chicago
ONE-STOP SHOPPING
In addition specialty ski and snowboard retailers bring a selection of current season equipment and clothing, plus the greatest advice to help you make your equipment selection for the safest and most enjoyable winter, ever!
It's all under one roof at Ski Dazzleยฎ, so come meet the experts from, Viking Ski Shop, RQ Board Shop, Shred Shack and Zumiez to name a few. They are here to give you expert advice and one-stop shopping convenience for new season merchandise and holiday โ€œShow Specialsโ€.
DAILY HERALD'S FREE ROCK CLIMBING WALL
Visitors to the show have a FREE chance to try their hand (and feet!) on the Daily Herald's 20 foot high rock climbing wall right on the show floor! Offered as another pre-season fitness and conditioning discipline that is also great fun, professionally trained instructors from 3N1 Productions will be on hand to make the climb safe and easy for children, as well as, adults. This is a great โ€œphoto opโ€ so bring your friends, your family and your cameras
XTREME FILM THEATERโ„ข HOSTED BY SKI PRESS MAGAZINE
XTREME FILM THEATERโ„ข will be hosted by Ski Press Magazine. They will be presenting White Knuckle Extreme Action Sports Videos featuring some of the hottest ski and snowboarding films and previews available. Non-stop action from producers like Warren Miller, Matchstick, Poor Boyz, Exodus, Standard, Jib Tech and more!
Ski Press Magazine will give away DVD's, Videos and Prizes to lucky winners every two hours. If you have to take some of this wild action home, full-length movies and DVDs on Skiing, Snowboarding and Extreme Sports of all kinds will be available for purchase from White Knuckle Extreme - Sports Videos.
FIRESIDE CHATโ„ขSEMINARS - PRIZES & MONEY SAVING SEMINARS WITH CELEBRITIES & EXPERTS
The Ski Dazzleยฎ Fireside Chatโ„ข seminar series will be hosted by Ski Dazzleยฎ Co-Producer, Judy Gray and will feature visiting celebrities and experts. These informal seminars offer tips on winter travel bargains, new technology in skiing and snowboarding equipment, backcountry helicopter & adventure tours and even winter photography.
Special guest, award winning filmmaker Warren Miller, will join us for a series of Fireside Chats. Don't miss this chance to meet an incredible legend of skiing who will share humorous stories of his 50 plus years of entertaining skiers and snowboarders around the world.
Ski Press Magazine will be sending two members of their 2003-2004 Ski Equipment Test & Editorial Staff to help answer questions about the latest evaluations of equipment. Marc-Andre Nadeau โ€" Director of the Test Program, and Former Canadian Demo Team Member and 7-year member of the Test Team, Isabelle Sauvauge will share their extensive knowledge at daily seminars.
You can count on ski & snowboard Factory Reps and surprise celebrity guests to stop by the show for a visit. The Fireside Chatโ„ข has featured World & Olympic Champions, Entertainment, Political, and Sports Celebrities.
This is also where we give away thousands of dollars of prizes, including lift tickets, accessories, brand new skis and snowboards, just for audience participation! The Fireside Chatโ„ข is a great chance for attendees to get straight answers about their sport in a relaxed and informal setting at the showโ€ฆAND win incredible prizes!
Schedules and content will be different every day, so check at the show for program updates or log on to the โ€œEventsโ€ page at www.skidazzle.com/Chicago for up-to-the-minute guest and topic line-up information.
AWARD WINNING FILMMAKER - WARREN MILLER
Warren Miller is an expert surfer, sailor of catamarans, ski instructor, author, columnist, humorist, entertainer and all-around nice guy. Warren Miller is famous for bringing the sport of skiing to the big screen. He writes with wit and keen insight about skiing, filmmaking and traveling. โ€œWarren Miller is a combination of Jean-Claude Killy, Robert Redford, Ingmar Bergman, and Woody Allenโ€ says the Los Angeles Times.
He purchased his first still camera at the age of nine, for thirty-five cents, which started a career that will continue well into the next century. In junior high school wood shop, in 1938, he built his first surfboard and that same year he purchased a pair of pine skis with toe straps in a garage sale in Hollywood for two dollars. His roller skates, bicycle, surfboard, and skis allowed him a freedom that has fueled his life-long search and filming of exciting activities, sharing with the world his vision of freedom.
Though he went on to make films on numerous subjects, his name eventually became synonymous with extreme skiing, snow boarding, and windsurfing. The films were chiefly distinguished by their feats of athleticism, their creative camera shots, and of course, the famed Miller humor. For a half-century, the Miller films have introduced audiences to every new aspect of every winter and nearly every summer sport played without a court and without a score -- activities people do on weekends.
Looking back on his long career, Miller remains true to character. "I'm a 14 year-old kid", he reflects, "trapped in a 73 year-old body, and I still don't know what I'm going to do when I grow up."
Warren will be available for photos and autographs of his posters, books and movies at the Warren Miller booth and will also be a featured guest at the Fireside Chat Seminars during Ski Dazzleยฎ.
THE GOOD DOGS ALWAYS WEAR WHITE
Our Ski Dazzleยฎ Snow Dog mascot is a remarkable nine-year old, pure white male German Shepherd, named "Sequoia". He โ€œcarries a badgeโ€ and is looking to rescue any skier or snowboarder in distress. This amazing animal is a K9 member of the California Rescue Dogs Association and Canadian Avalanche Rescue Dogs Association and has been trained to locate lost or missing people in challenging terrain and conditions.
In his job, Sequoia rides the chairlifts and is often air-lifted to remote areas by helicopter. He is then lowered and raised by harness in and out of dangerous areas to search for lost hikers, snowboarders and skiers. In his โ€œoff hoursโ€ Sequoia enjoys racing down the ski runs in California following his owner, playing with the kids and adults during Ski School breaks and as a member of the Ski Patrol, joyriding in helicopters and snowcats.
Rick Strasser, who is Sequoia's owner and handler, is a Firefighter and Paramedic for the Barstow Fire Department in Southern California and has been a member of various emergency and rescue services for over twenty years. Strasser, and Sequoia have been instrumental in the safe rescue of hundreds of careless or unlucky hikers, winter sport enthusiasts, lost childrenโ€ฆ and adults.
Sequoia and Rick will be on hand at Ski Dazzleยฎ 2003 to personally meet attendees and together they will demonstrate how these canine โ€œwonder dogsโ€ safeguard our lives and quickly capture our hearts. Come meet these local heroes during their personal appearances and daily demonstrations at our Fireside Chatโ„ข Seminar Stage exclusively at Ski Dazzleยฎ โ€" The Chicago Ski Show and Snowboard Expoโ„ข.
FREE SKI LESSONS AND XC DEMOS
Ski Dazzle will be giving free ski lessons on a Giant indoor ski school ramp right at the show! Bring a beginner to the show and professional instructors will give them their first lesson on โ€œthe hillโ€! This is a great way to put a friend or family member on the road to skiing. These free ski ramp lessons include all the necessary equipment and professional instruction.
In addition, Camp Sagawau Nordic will have a custom XC course set up and will provide all equipment, giving FREE XC lessons to all ages and abilities, right at the show. They will also be awarding prizes of 2 for 1 lift passes and use of equipment.
PRIZES, CONTESTS & GIVEAWAYS OFFER OVER $15,000 OF PRIZES
$15,000.00 of prizes have been donated from Snow Industry Equipment Reps, Ski Dazzleยฎ Exhibitors and Resorts. These will be awarded in hourly event drawings for free lift tickets, free skis, free snowboards, trips and accessories offering lots of ways to win and will add to the fun throughout the four days of Ski Dazzleยฎ 2003.
BUY ADVANCE TICKETS ON-LINE
You can save time and avoid lines at the show. Buy your Regular Admission tickets or Children's tickets on-line at www.skidazzle.com/Chicago and print them right from your own computer with our secure on-line ordering software.
SKI DAZZLEยฎ - A PARTY WITH A PURPOSEโ„ข
Ski Dazzleยฎ 2003, at the Rosemont Convention Center Complex is the most important ski or snowboard trip you will make this season. It's all under one roof, at the Donald E. Stephens Convention Center and features the latest winter travel bargains plus expert advice you can't get anywhere else.
There will be ski and snowboard experts from equipment to resorts; ski and snowboard celebrities; money-saving tips; loads of family entertainment; plus holiday bargains galore from the $1,000,000.00 Ski and Snowboard Saleโ€ฆit's no wonder Ski Dazzleยฎ 2003 - The Chicago Ski Show and Snowboard Expoโ„ข is called, โ€œA Party with A Purposeโ„ขโ€ by both exhibitors and attendees alike.
SKI DAZZLEยฎ WEBSITE
Updates and details, including a new โ€œon-line ticketing optionโ€, show hours, Ski Dazzleยฎ exhibitor list and hot links, features, seminar schedules, celebrities, driving directions and entertainment schedules, are available on the Internet at www.skidazzle.com/Chicago.
-End-
Copyright 2003 โ€" Ski Dazzle LLC
Ski Dazzleยฎ and The Chicago Ski Show & Snowboard Expoโ„ข are registered trademarks of Ski Dazzle LLC
All schedules, appearances, times and events are subject to change but were confirmed
at the time of printing this news release.
FACT SHEET
WHAT:
Ski Dazzleยฎ 2003 โ€ข The Chicago Ski Show & Snowboard Expoโ„ข
45th Anniversary of The Mid-West's Largest Consumer Ski & Snowboard Show
WHERE:
Rosemont Convention Complex
Donald E. Stephens Convention Center
5555 N. River Road
(Near Junction of the I-294 & I-190)
RIVER ROAD EXIT Off The I-190.
Adjacent to O'Hare International Airport.
Rosemont, Illinois 60018
(847) 692-2222 Info Line
WHEN:
4 DAYS ONLY! November 06 - 09, 2003
HOURS:
Thursday
Nov. 06
4:00 pm
- 10:00 pm
Friday
Nov. 07
4:00 pm
- 10:00 pm
Saturday
Nov. 08
11:00 am - 10:00 pm
Sunday
Nov. 09
11:00 am - 5:00 pm
PRICE:
$ 8.00
REGULAR ADMISSION
$ 6.00
DISCOUNT ADMISSION
Discount Coupons available from participating Ski & Snowboard Shops while supplies last.
$ 3.00
Children 6 โ€" 12 years
FREE
Children 5 and Under
ON LINE TICKETING:
FULL PRICE - REGULAR ADMISSION & CHILDREN'S TICKETS
AVAILABLE ON OUR WEBSITE:
www.skidazzle.com/Chicago
Secure Server with On-Line Ticketing & Printing right from your computer
WEB SITE:
www.skidazzle.com/Chicago
For updates on Ski Dazzleยฎ events, driving directions and exhibitor hot links.
Anniversary Gift for Him
Its time for that special day and you're trying and failing to come up with an idea for an anniversary gift for him. What do you do? You can't give him another cologne set and he's all ready got too many ties, besides all the sport equipment he needs for decades to come. Take a breather. This year indeed seems to be destined to provide a unique anniversary gift for your man.
Think for a few minutes about him. He must have mentioned an interest in something that struck in that past two or three months or perhaps he's got something minor that has been bothering him. Does he stand all day on the job? You could make up special coupons to give him foot massages when he gets home feeling sore from work. Be sure to throw in some fragrant lotions to rub in while your at it. Guys like to be pampered they just don't want to admit it.
He may have an interest in reading. Does he have any favorite authors? You could get a signed copy of one of his favorite titles or if he likes older books you could go to a specialty shop and get an old edition of something like Jules Vernes, 20,000 Leagues Under the Sea.
Sports fanatics may all ready have all the sports equipment that they need and may even have season tickets to several venues, but there is always something that they don't have or haven't thought of. Is there a way you could get a signed photo of one of his favorite players? You may have to start looking months in advance for this one. The best place to start would be sending a fan letter requesting a signed photo or baseball/basketball/etc. Card of the player. You should make it as easy as possible for the signer, by sending the photo or card and an SASE with the address and stamps all ready on it. If you don't get a response or have a reply in the negative you can start looking around online or in sports shops, this may cost more money and carries a risk of buying something that is fake. Be sure to check that the signature comes with some sort of documentation, such as a photo or an expert's appraisal in this case.
Mrs. Party... Gail Leino is the internet's leading authority on selecting the best possible party supplies, using proper etiquette and manners while also teaching organizational skills and fun facts. Engraved Anniversary Gifts can help fulfill your idea of a perfect present for your spouse.
Think for a few minutes about him. He must have mentioned an interest in something that struck in that past two or three months or perhaps he's got something minor that has been bothering him. Does he stand all day on the job? You could make up special coupons to give him foot massages when he gets home feeling sore from work. Be sure to throw in some fragrant lotions to rub in while your at it. Guys like to be pampered they just don't want to admit it.
He may have an interest in reading. Does he have any favorite authors? You could get a signed copy of one of his favorite titles or if he likes older books you could go to a specialty shop and get an old edition of something like Jules Vernes, 20,000 Leagues Under the Sea.
Sports fanatics may all ready have all the sports equipment that they need and may even have season tickets to several venues, but there is always something that they don't have or haven't thought of. Is there a way you could get a signed photo of one of his favorite players? You may have to start looking months in advance for this one. The best place to start would be sending a fan letter requesting a signed photo or baseball/basketball/etc. Card of the player. You should make it as easy as possible for the signer, by sending the photo or card and an SASE with the address and stamps all ready on it. If you don't get a response or have a reply in the negative you can start looking around online or in sports shops, this may cost more money and carries a risk of buying something that is fake. Be sure to check that the signature comes with some sort of documentation, such as a photo or an expert's appraisal in this case.
Mrs. Party... Gail Leino is the internet's leading authority on selecting the best possible party supplies, using proper etiquette and manners while also teaching organizational skills and fun facts. Engraved Anniversary Gifts can help fulfill your idea of a perfect present for your spouse.
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