Marketing Mountains – Snoworks Ski Courses
In 2010 Adrenalin proposed a 3-year strategic marketing plan for its client, Snoworks Ltd, resulting in the production of an ambitious communications programme with some impressive results…
Based in the French Alps and with a UK sales office, Snoworks is a dynamic and highly passionate ski courses company with a long-established and loyal customer base, experiencing continued growth in an increasingly competitive market.
Snoworks was founded in 2003 following the break-up of an existing ski courses operation previously co-owned by Snoworks founder & skiing guru, Phil Smith. Using Adrenalin marketing services, Snoworks was branded and launched into the UK ski market.
…creating a framework for providing service-excellence to one category at a time…
Launch sales were good but soon plateaued once links with the former customer base had been fully re-established. Despite being a relatively small operation, the Snoworks model is unique with considerable marketing opportunities, offering an exciting range of ski courses for recreational and professional skiers in resorts and destinations worldwide.
Recognising this opportunity (and with a long heritage in snow-ski marketing and a shared passion for the sport), Adrenalin presented its marketing plan for strategic growth, beginning with segmenting courses into categories to streamline with company resources and creating a framework for providing service-excellence to one category at a time.
Moving from a sales-only strategy to a marketing strategy requires a significant shift in culture - and this was no less challenging for Snoworks. But with the help of an ambitious new database-driven website, the mailing of a content-rich newsletter titled ‘Live to Ski’, new customer relationship management systems and associated communications, Snoworks began to reach out and communicate the benefits of its popular programme more effectively, thanks to newly targeted, category-specific marketing.
…this marketing initiative helped the company see a 30% jump in sales…
Accompanied by a strong sales drive, this marketing initiative helped the company see a 30% jump in sales, as set out in initial sales projections, over a 3 year period to 2013. Without this segmentation, strategic sales growth would have been more difficult to project and measure, making it more challenging to expand in a competitive market such as this.
Contact us to find out how we can not only be creative with your communications but with strategic marketing too. Call 07791 619716 for a free, no-obligation consultancy.
