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Cross-Promoting Surfblend and Snowblend

Cross-Promoting Surfblend and Snowblend. Marjolein Wijnands. Table of content. General concept Promoting SnowBlend during SurfBlend camp Promoting SurfBlend during SnowBlend camp Outcomes Conclusion. General Concepts. Promotional Strategy. Theme party (cross-over)

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Cross-Promoting Surfblend and Snowblend

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  1. Cross-PromotingSurfblendand Snowblend Marjolein Wijnands Marketing Genius 2013

  2. Table of content • General concept • Promoting SnowBlendduringSurfBlend camp • Promoting SurfBlendduringSnowBlend camp • Outcomes • Conclusion Marketing Genius 2013

  3. General Concepts Marketing Genius 2013

  4. PromotionalStrategy • Theme party (cross-over) • Adaptclothing • Seasonaldrinks • Adapt the bar to the right season • Early Bird advantage • Earlybooking (2 weeks beforeotherscanbook) • Competition to win a free surf/ski holiday • A picture whilemixingbothseasons  Most likesonFacebookwins Marketing Genius 2013

  5. Promoting SnowBlendduring a SurfBlend camp Marketing Genius 2013

  6. Après-ski party • Decorate the bar with winter accessories • Turn down the heat (big icecubes) • Wear ski clothes • Put somesnowboards in the bar (cross-over) • Jenever, Jägermeister, Chartreuse,… instead of cocktails Marketing Genius 2013

  7. Promoting SurfBlendduring a SnowBlend camp Marketing Genius 2013

  8. Beach party • Sand in the bar • Turn up the heat • Hawaiidecoration • Bikinis, swimshort and sunglasses • Put surfboards in the bar (crossover) • Cocktails Marketing Genius 2013

  9. Otherpromotions Marketing Genius 2013

  10. Additional • Early Bird Advantagethrough e-mail • Book 2 weeks ahead of others • Get a 25% reductionon rent of ski/surf equipment • Bi-annualphotocompetition (consumer-generated content) • Best surf-in-a-snow environment picture • Best snowboard/ski-in-a-beach environment picture • Most likesonFacebookwins a ski or surf trip Marketing Genius 2013

  11. Outcomes Marketing Genius 2013

  12. Marketing outcomes • Word-of-mouth: createbuzz • Friends • SocialMedia • Trial purchasesbyfriends • Brand loyalty • Repeatpurchases • Brand recognition and recall • New brand (especiallycombination of surf- and snowboardcamp) • In consideration set and eventually in evoked set whenpositivereactions Marketing Genius 2013

  13. Conclusion • Brand knowledge • Promotion onsocial media • Really important in the lifes of 18-25 yearolds • Complywithreferencegroup • Relationship management • GeneraterevenuesthroughW-o-M Marketing Genius 2013

  14. Thankyouforyourattention! Marketing Genius 2013

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