At the Skateboard Industry Conference earlier this year and in these hallowed pages, I’ve argued: 1. That advertising and promotional tactics like running ads and hiring teams pass for marketing in this industry but aren’t. 2. That marketing (maybe better called market research) is the process of finding out who your customer is and […]
Doing Marketing; What, How and Why? Read More »
Some month ago, I got a call from an actual skate retailer. “It said at the end of the article that you work with companies in transition,” he asked almost as a question. “It’s true,” I told him. “Okay,” he said. “Help me with mine.” The story unfolded like this. He’d been in business for a bunch
Conversations with a Skate Retailer; A (Pretty Much) True Story Read More »
I remember when this was a simple business. Or at least I thought it was a simple business. You had a pro team, ran some ads, built relationships with core shops, sold C.O.D. or on 30-day terms, and were thrilled if you could get enough product to fill orders. With supply shortages, the fact that quality wasn’t
A few years ago I wrote a column called “Are there Any Core Snowboard Shops Left?” It generated a good discussion, though I got burned at the stake by quite a few people. Happily, I was wearing my asbestos underwear. The question, however, is still valid because of some of the problems core shops are having and
The Dilemma of Being “Core;” Identifying and Managing the Conflict. Read More »
As I said in the last issue of Boardsport Source, the way companies choose to compete in the action sports industry and, I suppose, in most industries, is largely responsible for the maturing and consolidation of fast growth industries. Ask the skate and snow people. People way smarter than I have acknowledged that surf’s time will come.
Hard Truths about the Action Sports Business; Use Them to Make Lemonade from Lemons Read More »
Probably both. It’s not like brands haven’t been coming and going for years beyond count in skateboarding. Historically, there have been two categories of new brands. The first was the truly new company started by some skaters who wanted in on a burgeoning industry that just happened to be something they loved. The second were the new brands
Look! New Brands. That’s Great! Or These People Are Crazy. Or Both. Read More »
It’s funny how the fundamentals of business never change. Three years ago at the Surf Industry Conference in Cabo, I facilitated a panel of people from the skateboard industry because skate was going off and the surf guys thought skate was going to have them for lunch or something. Then skate sales plummeted though, happily, they are
The Basis of Competition; How Do We Sell More Stuff? Read More »
Actually, the question is not how small brands can stay cool. It’s how they can stay at all. As in stay here- alive, in existence, solvent. Not toast. I have been so encouraged by the number of small brands I’ve seen in snowboarding recently. I love them. There was a bunch at the SIA show in Vegas. There were some of
Small Brands Are Cool! How Can They Stay That Way? Read More »
I can’t be the only one it’s occurred to that skateboarding seems to have dodged its historical cycle of disappearing and being reborn every ten years. I think that’s a good thing, though shrinking to nothing and more or less starting over had the advantage of letting everything be fresh and rediscovered. True, sales fell from
Living in the Past- Or Not; The New Old Skateboarding Read More »
That’s actually the way he put it to me. Many years ago, the CEO of a company that had been in deep financial trouble and had clawed its way out said, apparently in frustration with my failure to understand his concept, “You don’t understand, the cash flow is a living, breathing thing.” Now I know he
A Living, Breathing Thing; Cash Flow Management Read More »