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iggyskierIt's been a fascinating couple of days. Excluding that it was less than 72 hours and we've been done for a day (this was just a unique thing to try for a line launch - not something we would do consistently), a couple thoughts.
1) Obviously a big public launch like that was a bit of a risk - and not everyone liked it. It was wholly new to us - not something we've done before - and we learned a lot about the good and bad things from it. For clarity, as some people seemed to miss it - but it is essentially a digital catalog we put down on IG.
We're not a traditional company anymore - IG is the public face on a lot of our marketing - so we wanted to try something new as far as ski release. Scale wise, we certainly wouldn't ever build out something like that going forward. But not sure how I can ever be disappointed when we try new things, learn, and get better for it. Like any brand, we do some things that hit, some things that miss. Just the way it is.
2) Second - one aspect people here might miss, but part of this is a longer term play. We just put big billboards up in every ON3P ski hashtag we wanted.
3) Re: Ordering. It was designed so that skis are always together - which was all we really cared about - but as everyone here knows....IG is consumable. In 5 days, hardly anyone will see it.
4) Lastly, sorry guys who were pretty upset by it (and there were a few), but it did its job. Not sure where else you can do a million extra impressions in 72 hours for $0, but one aspect of marketing is taking up space. This is our line launch - our one time per year we launch something new - so while I would make a number of changes in the planning knowing what I know now, the end result is what it is.
You win some, you lose some. We didn't make IG what it is, but it is - and we're certainly going to try and push the envelop where we can. Only way to get get better is to try new things - so we appreciate everyone who went along for the ride.
As we said today - now back to our regularly scheduled programming.
SchoessThank you for the response, no other company is killing it like ON3P, and Skiing as a whole should be thankful to have such a core, legit and honest brand representing the sport we love.