With targeted sales training, an optimised POP programme and close partnerships with leading European outdoor retailers, Black Diamond will be increasing their engagement in retail marketing.
Stephan Hagenbusch, Marketing Director for Black Diamond Europe, said: “The retailers are our most important partners for the distribution of our products and the presentation of our brand. We want to take this into account with the help of a comprehensive in-store marketing program.
“The goal is to coordinate the different aspects of the communication to the consumer, from sales staff training measures through to the presentation of goods. The end goal being, to fully integrate both trade and the consumer alike into the world of Black Diamond.“
As part of the programme, this November Black Diamond will be inviting 30 retailers from across Europe to experience two training days in Chamonix, in order to broaden their knowledge of Black Diamond products and the brand.
Attendees will have the opportunity to partake in workshops with the Black Diamond team and the brands athletes, with particular attention being paid to ‘Snow Safety Education’. The topic of snow safety is very important for Black Diamond and will also include a comprehensive POP programme dedicated to this. This experience will help to reinforce the brands dedication to designing the highest quality climbing and mountaineering equipment.
Jet Force and Snow Safety displays will be presented this winter across retailers to draw attention both to the product, but also to the dangers and importance of knowledge associated with ski touring and freeriding.
“We developed the Jet Force; a pioneering avalanche backpack and as a brand that equips high-risk sports we want to call attention to and share, that planning and knowledge are the basic foundations in order to limit risks,” said Stephan Hagenbusch.
When installing the POP material and the Snow Safety window displays the dealers will also be supported by a specialised Black Diamond Visual Merchandising team. This programme will be introduced this winter in Bavaria and the Mont-Blanc region, and will be followed by activity in 2015 in the German-Switzerland, West Germany, Tyrol and Salzburg regions.
Black Diamond has recently partnered further with 16 leading European sporting goods retailers. All of which will be offered services to cover in-store and window installations, sales promotions and joint communication measures. Plus, further development and expansion of the trade marketing measures are planned for SS15 and the following seasons.
For more information on Black Diamond Equipment, visit: www.blackdiamondequipment.com