Looking to market its products directly to mass consumers, Original Sin has produced a 60-second television commercial scheduled to air nationally. This marks the first time the company has attempted to reach new customers through television advertising.
The commercial is part of an aggressive marketing and advertising campaign Original Sin's Sales Manager Dan Sullivan says is designed to educate consumers about the company's Quickie Step-in boot and binding system and drive traffic to its dealers. The Quickie is compatible with the Emery and Rossignol SIS step-in systems–exposure that should help the sales of other brands using the step-in system as well.
“By using television to promote our Quickie Step-in system, we can demonstrate to people who may not have tried the sport the convenience factor of step-ins, and how easy snowboarding has become,” says Sullivan. “At the same time, we're out to drive educated consumers directly to our retail outlets.”
Product Information Coordinator Amy Rochford says this isn't an attempt at selling directly to consumers. Instead, she hopes it drives even more business to retailers.
Original Sin's Web site has been beefed up so consumers can get immediate info on the products and includes dealer locators and a selection process for proper sizing. The company feels consumers are more likely to look up the site than call an 1-800 number.
Starting with some test runs in August and September and airing throughout the '99/00 season, the commecial is slated to be shown on Resort Sports Network and Fox affiliates nationwide. There will be an open ten seconds at the end for dealers to buy local time. Script to Screen, a Santa Ana-based direct-response marketing company is producing both the O-Sin commercial and a Skis Dynastar infomercial.
The 28-minute infomercial features Dynastar, Lange, and Look, and is about new technologies in skiing–a spot the company feels wouldn't be right for the snowboard commercial.
The total cost for production of the commercial was 50,000 dollars, while placement costs will run at 200,000. The television ads will use approximately 90 percent of the marketing budget; the remaining ten percent will be used for print media
The commercial features riders Andrew Mutty, Andy Spots, Chris Garvey, and Dave La France, and was filmed during two days at Northstar-at-Tahoe.