A while back I wrote an article criticizing the industry for narrowly targeting ‘the core’ rider and ignoring all of us regular snowboarders. I provided a bunch of data and a critique of current media.

So here are some ideas I think snowboard companies should try to bolster their marketing efforts. I should disclose, in my day job I manage the Affiliate Program for a massive US retailer and plan online media for dozens of campaigns totaling several million bucks. I’m no top expert and do have a bias towards mass markets, but I know a bit about spending ad dollars for a return.

First off — buy a decent subscription to access data on media intelligence like Comscore, Neilson or even Hitwise.  Next, take a hard look at who’s really buying the product, who they want to buy their product and who could potentially buy it. Among other things, generate different media plans and marketing ‘voices’ for each segment. As much as your bro-tastic messaging may resonate with that 5% of core riders, 50% of beginners find it intimidating, 25% of genXers think it’s insincere and 20% of parents find it offensive. Yeah, I know, you don’t want to dilute your image; but you’ve got to find a way to tailor your message to multiple audiences in an authentic way.

As for channels:

1. Paid Search — Snowboard companies should be playing in the paid search arena and NOT just on their brand terms. Sure, a lot of companies appear under their brand terms (i.e. “Roxy Snowboards”) but almost none of them show up for long-tail keywords (i.e. “best reviewed intermediate snowboard”)–words that tend to convert better and have a lower cost-per-click. Since most snowboard companies build fancy sites that don’t rank well for natural search, they should be investing in paid campaigns to drive traffic. Retailers are all over this, but very few snowboard companies even make an appearance. Search is often the first place prospective snowboarders, buyers and even ‘core riders’ go for info. Intercept them early on, and they are more likely to buy your gear or remember your brand for when they go to the shop later on.

2. Ad Networks — Many snowboard companies only buy online media in the big sites…like Transworld and Snowboard-Mag.com. There’s nothing necessarily wrong with these, except that you are leaving out a huge inventory of relevant media at bargain-basement prices (we’re talking $1 CPM vs. the $30 CPMs established sites may charge). Networks like AdBrite and Tribal Fusion buy up remnant media from publishers in related categories and automatically serve ads. Not only are they cheap, but they can expand your brand’s reach and web presence.

3. Niche sites and blogs — Here’s where I get preachy. Just as snowboard companies have said they support local ski shops, they need to  support  up-and-comers in the internet landscape. This could mean paid placements or any other creative solutions to engage the viewers and content owners. Support doesn’t just mean offering free gear (at a $15 cost to you) in exchange for advertising placements. It means paying market rates and creating good-will on content that ultimately carries more weight in the hearts and minds of many viewers — content like blogs, small video producers and forums. And at the very least, return emails and calls with a genuine, thoughtful response. Common courtesy should be the basis of your business, especially when content producers show enthusiasm about your product. Decent treatment could mean hundreds of thousands of impressions while being a prick may prompt them to, say, discontinue their proform and 20-year brand allegiance to buy a competitor’s gear out of spite (for instance).

4. Cross-Over — Grow the sport with advertising targeted to viewers with frequent cross-over, including publications for: sailing, skiing, golf, road and mountain biking, camping, etc. Though not ‘core’, these sports follow a similar demographic to snowboarding and are a great place to get in front of potential riders. I heard somewhere that 10% of snowboarders also ski — who is talking to them?

5. Affiliate — Sure, I’m biased. I think the affiliate channel is one of the most productive and ROI positive marketing avenues around. Snowboard companies that sell products directly should be in this space. Essentially, affiliates get paid a commission for each sale they refer to a merchant’s website. Since affiliates only get paid when they make a sale, there is no waste. Companies like Patagonia and North Face have affiliate programs. I suspect some companies resist for 2 reasons — protecting their brand or honoring agreements they have with retail stores.

6. Support riders by sponsoring learn-to-ride events, contests, demo days, coaching programs and other things that actually grow the sport.  Snowboard companies can’t just expect everyone to empty their pockets if they don’t put anything back into the sport.