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Walking On Water – Social Media Done Right

How a shoe company used YouTube to convince people their product can make you walk on water. If you haven’t seen this video, it’s worth a few minutes from your day. While we all know instinctively that this isn’t possible, these guys do a great job of making you second guess it. In fact, several TV news channels have aired this as being legit. The truth is it’s a social media marketing ploy by Hi Tec shoes, who put this together along with liquidmountaineering.blogspot.com, and it’s definitely worth studying. The product is featured super low key, but it has gotten a ton of buzz for the brand along with over five million YouTube views.

Original Transworld Article by Mike Lewis

Northwest’s Zumiez’s bids for West 49


Northwest Zumiez bids for West 49

Washington-based action sports retailer Zumiez is making a bid for Canadian retailer West 49 a week after Billabong announced it is acquiring the company. Zumiez has offered to pay “an excess of $1.30 per share.” Billabong’s offer is for $1.30 for share. However, West 49′s board believes Zumiez bid could lead to a superior proposal. But, since Zumiezrecently said it planned to expand into Canada, West 49 wants to “protect its competitive position.” According to a release, it will talk to Zumiez to determine if the offer can become a firm offer that is superior to Billabong’s. If Zumiez does that, West 49 says Billabong will have the right to match it within five days. However, the board still supports Billabong’s bid and believes it is in the best interest of shareholders, according to a statement. Billabong has said it will finance the acquisition, valued at $99 million Canadian, with its existing credit facilities. At its last reporting period, Billabong had approximately AUS$225 million in net debt (cash minus short and long term borrowings). West 49 said Zumiez offer is not subject to a financing condition either – meaning it would not need to obtain new loans. Zumiez had $96.8 million in cash and no debt at the end of the last reporting period. Zumiez had considered other acqusitions in the past few years. After Active Ride Shop filed for bankrutpcy in 2009, Zumiez explored buying the chain, and 20 of its stores (Active currently operates 21 stores). However, after conducting its due diligence, Zumiez did not make a formal bid during the final auction. West 49 operates 138 mostly mall-based stores. Zumiez operates 389 mostly mall-based stores in the U.S. Billabong owns approximately 372 stores around the world. Read previous interviews with Billabong North America President Paul Naude and West 49CEO Sam Baio about Billabong’s proposed acquisition of West 49.

Kelty supports Eagle Mount charitable organization through Al Roker’s “Lend a Hand” project

(For Immediate Release) – Kelty , cornerstone brand of the outdoor world, is supporting the Eagle Mount Therapeutic Recreation charitable organization with a donation of 60 Mistral sleeping bags through “Today’s” Al Roker and his “Lend a Hand” project. The Bozeman, Mont.-based Eagle Mount helps children and adults with disabilities, challenging them to accomplish previously unthinkable activities such as skiing, horseback riding, swimming, and more.  Kelty’s donation will help Eagle Mount’s participants experience the simple pleasure of spending a night out under the stars. “We were thrilled for the opportunity to help out with such a great mission,” said Sue Edmiston, marketing director with Kelty.  “The work that Eagle Mount does is truly inspirational and we’re very happy to contribute to the charity’s continued success.” To learn more about Eagle Mount and how you can get involved through volunteering and donations, please visit www.eaglemount.org or call Eagle Mount directly at 406-586-1781. In its ninth year, the “Lend a Hand” project continues its mission to help small charities across the country that work toward improving conditions in their communities.  With daily stops scheduled throughout the week of June 21, 2010, the “Lend a Hand” tour will help charities located in San Francisco, Calif., Des Moines, Iowa, Memphis, Tenn., Rye, N.H., and of course Bozeman, Mont. For video of Al Roker and his Eagle Mount segment, please click HERE . KELTY is based in Boulder, Colorado, and uses the natural backdrop of the Rocky Mountains to test, create and continually innovate within their diverse outdoor product families of Backcountry, Trail, Basecamp and KIDS. Kelty combines the best in new technology with a healthy dose of common sense to create exceptionally made, affordably priced outdoor products. For more information on Kelty, please go to www.kelty.com, or call 800.423.2320.       ###

Brandwise Hires 20-Year Bike and Fitness Industry Veteran

Sales Tech Innovator Continues Diversification and Growth with Greg Ford Addition
Lakewood, CO – Brandwise, a leading technology innovator specializing in cutting-edge sales tools has announced the hiring of long-time Bicycle and Fitness industry veteran, Greg Ford.  With more than 20 years of experience, Ford brings with him a vast knowledge of the industry and an impressive work history, with major industry leaders including Schwinn-GT and Raleigh America. “Greg will be a major asset for Brandwise and an invaluable addition to our sales team,” says Jim McNulty, VP of Sales for Brandwise. “Our sales software tools have quickly proven to be popular and effective for major brands in a number of related industries including apparel, footwear, snow sports, fishing and others. The cycling and fitness industries are natural markets for our expansion, and Greg’s industry experience and insight will have an immediate positive impact on our endeavors as we enter these and other segments.“ Brandwise offers a full suite of software that is proven to stimulate sales, dynamically increase efficiencies, reduce costs, enhance the overall rep-retailer experience, and provide new ways to reach retailers, as well as create accountability within the independent sales organization.  “I wish I had these tools when I was on the road,” says Ford.  “For example, when a Rep sits down with a buyer to visually create an electronic order in real time using Visual Merchandiser, the retailer is always completely blown away by the technology. The amount of relevant information the managers and reps can have at their fingertips is amazing! There is nothing like this suite of tools in the marketplace.” “I am very excited about this opportunity with Brandwise and joining their sales team is a natural fit for me,” Ford continues. “Because my experience spans the spectrum, from an Independent Sales Rep to a National Sales manager, I truly understand the many challenges faced in the field today. Any advantage gained over your competition by more effectively managing your business is priceless, especially in an environment where most need to do more with less” says Ford. For more information about Brandwise products visit Brandwise.com or call (877) 435-3225. Greg Ford can be reached at 877-435-3225 x541 or gford@brandwise.com .
Media Contact: Paul Bishop pbishop@profmktg.com or 616-949-9104
About Brandwise Brandwise is a Lakewood, Colorado-based Application Service Provider (ASP) delivering hosted software solutions to manufacturers and their sales channels within targeted industries. The Brandwise product suite integrates a series of industry-specific tools that help manufacturers and sales reps sell more products to their customers, combining Sales Force Automation technology, Decision Support, Customer Relationship Management (CRM), and e-Commerce to enhance the coordination and communication of information between manufacturers and their sales channel. For more information on Brandwise visit www.brandwise.com or call (877) 435-3225.
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Action sports and outdoor adventure marketing and entertainment services come to Seattle

I’m jacked that we’re finally starting operations for One Eyed Bird in Seattle and that Dirk Collins has asked me to head it up. The next several months should be exciting as we put together all the pieces and start helping some of the great Northwest brands and organizations. As a hub for outdoor sports and adventure as well as marketing and technology we feel this is a perfect place for us to be. The area has never seen a company with the entertainment and marketing services One Eyed Bird has, as they’ve typically been based out of LA (if at all).  On the one hand, we love inspiring and thrilling audiences as an entertainment company through our self-produced feature films, television and events. On the other, it’s great to help other organizations as a marketing agency to leverage authentic action sports and outdoor adventure themes in their integrated marketing programs whether they need strategy, film, video, events, and/or social media. Finally there is somewhere for organizations to turn locally that can deliver top notch services specialized in this lifestyle.

The sports industry must understand Social Media is not Facebook and Twitter

The more I talked to friends in the action sports and outdoor adventure industry, the more I run into the idea that Social Media = Facebook and Twitter and “whatever” you do there qualifies you as engaged. More often than not though they treat these tools as online distribution channels more akin to television or radio which are one way forms of communication.

Social media and web 2.0 are interlinked terms that describe an approach to engaging audiences, delivering messages and changing behavior online. Facebook and Twitter are merely two trendy platforms where this can take place. What differentiates these strategies from others is the philosophical and tactical emphasis on enhancing social behavior online and requires two-way relationships. If you are a social person that knows how to build friendships, then you already know the concepts including:

You’ll meet more people if you go to where the party is: Individuals are extending and interacting with their social networks online at levels impossible offline. Before social media human’s could effectively manage 150 personal relationships (see The Dunbar Number), but online their reach can be extended 2-3 times. For organizations to effectively deliver a message or change behavior, their audience needs to spread the word, so it’s important to interact through the “appropriate” social network where related interactions take place. This is why Facebook and Twitter are important. They’re like the cool bar in town, but social interactivity isn’t going away if they close their doors.

It’s more fun to go to the right party where the people and experience match your interests: Most people rarely go to just any party. They go where people are interesting and the experiences they’re looking for take place. In the same way, online communities and social networks where individuals connect and interact will continue to develop, but in niche areas of interest. Organizations that can tap into exactly the right audiences gathering around exactly the right topics have reached targeting Mecca and should engage viscerally. However, they must choose between subdividing mass communities (e.g. Facebook groups), organizations creating private communities (e.g. Red Bull, Burton), special interest groups spreading (e.g. music, sports), local groups increasing in popularity (California, Seattle etc.) and “white label” tools (e.g. Ning) where anyone can create their own.

Create your own club: If you want to control the party experience you want socially, then have your own dang party. Likewise, to engage an audience online most effectively, organizations should host their own communities where their message is at its core and full data access, analytics, security and functionality can meet their specific needs and goals. This replaces an organization’s web site strategy with a new approach online interactivity. A well nurtured community where value is consistently being provided among participants (between org & members, as well as among members) that can create unparalleled audience engagement.

Sharing is a two way exchange: We tell kids this all the time. Organization’s also must promote digital sharing of information, media and other content within social networks. Pushing content digitally at an audience is not social. For it to be social, an exchange needs to happen between two parties. Ideally this includes community members sharing among one another, not just with the host organization.

Give value to get value: Organizations need to contribute value digitally for the benefit of the broader online community before they can expect anything of value in return. This goes for individuals and organizations. Producing value increases awareness, trust and influence which is critical for changing behavior. The rub is that organizations must learn what the audience deems valuable, which is different that an organization telling them what they need to know.

Believe in the wisdom of crowds: A well incented community can work together and produce amazing value (e.g. Wikipedia) and organizations can harness this as well (Google Maps). An organization should put the crowd to work building their pyramid.

Reach out and touch someone: Organizations can reach out directly to skilled communities to accomplish specific tasks or projects if they’ve been properly nurtured and incented (e.g. contests).

Listen and respond: It’s vital when two parties directly engage that there is a two way conversation. This rule doesn’t change just because it’s online.

This is a repost of Matthew Chase’s article on his personal blog.

When will we have a high performance green ski?

Even though skiiers are dependent on a healthy environment to pursue their lifestyle, have you ever wondered what impact ski gear has? Before going any further, I want to qualify this by saying I’m an ardent supporter of greater access and participation. I just want to make sure all the same possibilities are available to my daughter (no pressure hunny) as they were to me. Also, I’m pretty demanding on my gear and won’t be satisfied with sub-par performance just to be “green”.
To be fair, there are signs of change, but the brutal truth is there still seems (hoping some folks with enlighten me and other reading this on anything I missed) to be a pretty big discrepency with respect to an industry that should be looking after its own best interests. If you don’t know how a ski is made, here is an article from Atomic and a video that was posted on the Discovery channel in conjunction with Dynastar.  Check out this list of the “green” skis and snowboards, then raise your hand if you know any of the ski companies…  You’re probably asking what “green” even means in this context. It’s a good question, and has to take into account the entire lifecycle.
How is the manufacturer powering its operations? What kind of materials are used? Can they be separated and recycled? Do they have harmful effects with they break down after we throw them in the garbage? Many companies are choosing to work with bamboo and Paulownia for this reason.

We do know it’s possible, and thankfully some students in Australia showed us how. Note, the big guys are also

Bamboo Skis from Grown

Bamboo Skis from Grown

thinking about it. Fisher and Atomic have both made headway in their factories and Atomic has produced some green boots recently. I look forward to giving them a spin… Until  then, maybe I’ll be looking at Liberty skis a little closer this season… Brian Merchant at Discovery has a good article on other things you can do..

Index looks like it’s going to remain open due to cause marketing

Index wall was almost closed to the public a few months ago and returned to mining companies for quarrying. Thanks to the Washington Climbers Coalition and the Access Fund they’re on track to keeping the word-famous climbing area open after sufficient fundraising has allowed them to buy the 23-acre site. This is a great example of cause marketing done the right way in Seattle.

“Things are looking up for a world-famous climbing destination that appeared in danger of closing to the public just a few months ago.

Fundraising for the Lower Index Town Wall enjoys strong momentum, said Jonah Harrison of the Washington Climbers Coalition. More encouraging news arrived last month, when Snohomish County set aside money to buy the 23-acre site from a private owner, in case climbers can’t raise the money themselves.

“Right now, it’s a really good place for us,” said Harrison, 36, a Seattle lawyer who has been scaling the wall since the mid-1990s.

The coalition is working on the project with the Boulder, Colo.-based Access Fund, where Harrison also serves as a regional coordinator. Donations are “well north of $100,000,” he said, including individual contributions of $500 to $5,000. The goal is $300,000.

Purchasing the property is only the first step. Ongoing maintenance costs will add more expense, as will plans for to build a parking lot and restrooms.

“The fact that we’re doing well in the fundraising to purchase the option (for the property), that’s not the full story,” Harrison said. “We need a lot more to make it a viable climbing area well into the future.”

For more than 50 years, people have been ascending the towering granite cliffs crossed with huge cracks. Part of the site was used for granite mining, but that stopped in the 1960s after the railroad moved the tracks closer, making it too dangerous to blast away the rock.

The private owners for years allowed people to climb there. Then in March, they posted No Trespassing signs because of liability concerns and a quarrying company’s interest in the site.

The signs didn’t stop people from going to the wall, but they did spur efforts to save one of the most popular climbing spots on the West Coast.

“Even though it’s a small place, it’s really well known nationally,” said Joe Sambataro, who heads up the Access Fund’s acquisition program to keep climbing areas open to the public. “We’ve been working with (Washington) State Parks as our first option, since state parks owns cliffs adjacent to the property and we have a long-standing relationship with the agency. However, we’re open to either state parks or county ownership.”

Last spring, the Climbers Coalition secured an option to buy the property for $115,000, with help from a $15,000 Access Fund loan. They have until the end of 2010 to complete the deal, but hope to do so much sooner.

The Snohomish County Council voted Dec. 16 to set aside $120,000 in conservation futures for the property.

“We created a safety net for them,” county parks director Tom Teigen said. “We value this site, we want it to stay in public ownership.”

The wall is a big tourism draw that benefits the whole Skykomish Valley, including Monroe, Sultan and Gold Bar, Teigen said. If the county gets the property, the climbers would oversee the upkeep.

Forks of the Sky State Park surrounds the wall. For that reason, the climbers groups prefer giving the wall property to the state.

At the same time, county leaders are interested in taking over Forks of the Sky, similar to the transfer of Wenberg State Park to the county in July.Jonah at index

Originally from HeraldNet

The state parks commission doesn’t have money to buy the Index Town Wall, but is ready to incorporate it into the surrounding park if somebody else does, spokeswoman Linda Burnett said. There have been no formal talks about giving Forks of the Sky to the county” Original article from Heraldnet by Noah Haglund

Cause marketing and partnership development with the Access Fund and Washington Climbers Association. http://mountainproject.com/

Outdoor industry participation must be fixed

The outdoor and action sports industry shows many instances of growth, but overall participation in outdoor recreation is on the decline. However there is a great opportunity for businesses, the government, conservationists and outdoor groups to work together and fix it.

I recently read Doug Walker’s (Chairman of the Board at REI) talk “Not So Much of a Good Thing” given in January, 2010 where he talks about a “fundamental and pervasive shift away from nature-based recreation.” I found this particularly interesting as I think how it impacts the world of Action Sports and Outdoor Adventure. Don’t worry I’m just giving the nut of it with my input.

Historically outdoor recreation began 10,000 years ago, but the modern era dates back to the industrial revolution and came to America. Today, we live in a post-industrial age where it may not be holding its value in society.

According to the research he collected (gross summary follows here): Per-capita outdoor recreation has been declining in this country since the mid 1980s with annual declines of 1.2% and cumulative declines of 18-25%. The US Forest Service indicates a 13% drop in visitors, kids are getting fat with 50% fewer active outdoors and (http://www.bls.gov/tus/) even the average American has only 19 minutes per day for sports, exercise, and physical recreation.

In the outdoor and action sports industry, you need to distinguish between “participation” and “revenue.” In terms of the “big” numbers there has been revenue and viewership growth, but this is not due to greater participation, but increased “lifestyle” adoption. It’s irrefutable that a massive segment of the population is trying to identify with outdoor adventure and action sports. However this is resulting in more and more “posers” rather than “doers.” For instance, skiing participation has declined steadily for 20 years and with it snow-sports per-capita (sorry snowboarders – a lot of switched, but many are just leaving the mountains altogether). Finicky fashion trends selling hats, t-shirts, energy drinks and sunglasses are not where the industry wants to hang its hat long term.

What is also scary is that the demographics of the US are shifting rapidly. Caucasians are only 60% of the population but represent 96% of recreational use of public lands. Conversely, African-Americans are 12% of the US population, they account for only 1% of public land use. Additionally outdoor organizations (Sierra Club, the Mountaineers) and training organizations (Outward bound) are on downward trends and an increasing average membership age.

There is some contradictory evidence, but not enough. Others claim that most of the data is derived from public land use and doesn’t account for private lands or urbanized outdoor activities (skateboarding, mountain biking etc).

This is happening partially because we increasingly sit on our asses in front of a monitor and live in urban areas (up from 13% to 50% worldwide).  However this has been aggravated by the decline in volunteer-based outdoor organizations (Mountaineers, the Mazamas, Sierra Club, Boy Scouts of America etc), the changing family structure (more single parents and less recreational time), estrangement from the outdoors (losing the skills and confidence) and reduced access thanks to conservationists and outright discrimination.

As most people know, the decline in outdoor recreation affects human health and conservation advocacy.  Humans will become less fit physically, psychologically and intellectually while seeing more disease. Lastly as few people identify with the outdoors, environmental organizations will lose support.

This can be fixed and many private and government organizations are getting on the bandwagon. We need to get a lot better at working together towards mutually beneficial goals and cause marketing. We need to build up programs that enable people to get outdoors as well as create more outdoor destination infrastructure while making it easily accessible. Additionally, conservation organizations must reduce legislation and put some effort into advocating for outdoor recreation or they will ultimately lose their constituency.

Ocotillo Wells: Red Bull Ronnie Renner Freeride Tour

A few weeks ago I joined up with Red Bull, Ronnie Renner and the cast and crew of the Great Ride Open to revisit some of the locations we visited during the filming of the two seasons of GRO.  The concept was the brainchild of Renner who, along with most of the other riders, has been looking for an excuse to get back on the road with the crew, visit some of the famous freeriding locations we filmed and link up with the locals who are such a big part of why going to the desert is so fun.  They live it every weekend; getting out there and tearing around in the dunes or on the trails on whatever riding toy they have at hand.  This is the true roots of the sport and it is always a good time to get out there and be a part of it.

The exact name of the project is the Red Bull Ronnie Renner Freeride Tour and the purpose of the entire project is revisit a few of the locations we stopped at on the GRO tour, ride some of the same haunts as we hit then (and to look for new ones), see the locals and film a television episode for Red Bull and Fuel TV.

As usual Ocotillo did not disappoint, however, things were not looking so good when we rolled down HWY 78 in a sand storm so strong that it was difficult to even see the highway.  Once we reached camp everyone was on lock down because going outside was the same as walking into the full brunt of a sand blaster which made sitting around the camp fire impossible.  But when we woke up in the AM we were pleasantly surprised to find the wind had died down the the boys were ready to ride.

On day 1 we rolled out to several of the normal stomping grounds and visited some of the jumps we have hit in the past including the Haughelstine Cliff Jump which seemed to really get the riding going and was cool to see since that was such a classic piece to the visit we made to Ocotillo in the first season of GRO.

More on to come on the next days riding and the other antics in later posts……

Haughelstine Hitting the Infamous Haughelstine Cliff Jump