LOS ANGELES–Dec. 1, 1999–With “Dot Com Madness” taking over traditional TV, print and radio space in fourth quarter 1999, one San Francisco-based web site is taking their show on the road to directly reach their Generation X and Y customers. Next stop for the Fusion.com West Coast Fall Tour is the 36th Annual Ski Dazzle, the nation’s largest ski and snowboard consumer show, at the Los Angeles Convention Center Thursday-Sunday, December 2-5 (www.skidazzle.com).
Although Fusion.com spends millions in targeted print, radio and online banner advertising, the lifestyle, apparel & action gear site is getting more “bang for their buck” by interacting directly with potential customers and site visitors at consumer events that attract their core demographic.
“Real enthusiasts go to these shows. There is no better place to interact with them in an offline environment,” says Tom Williams, President of Fusion.com. “It’s provides true validation for us. We have the opportunity to talk to them and get their direct feedback, while increasing our mind share, brand awareness and the perception that Fusion.com is an integral part of their lives.”
Another benefit of exhibiting at events is the gathering of e-mail addresses. Over 8,000 contacts were collected during the Summer X-Games in San Francisco last June. The click-through response to the bi-weekly “Infusion” e-mail newsletter is running as high as 12% according to Williams. “Infusion” keeps visitors informed about online sales and deals, contests, product reviews, new product lines and special events of interest.
Other consumer events on the tour this quarter have included the Fresh Tracks shows in San Mateo and Long Beach, Snow Jam in Del Mar, and Invert ’99 in Anaheim. Zach Mandelstein, Fusion.com snowboard product manager, has organized a Fusion.com pro rider team including Ali Goulet, Jeremy Jones, Jason “J2” Ramus, Dean “Blotto” Gray, Tim Manning and Satva Leung to name a few. Mandelstein, 22, is a sponsored rider for Nidecker Snowboards, Flow Boots & Bindings and Spy Eyewear.
Darren Navarette will be performing on Ski Dazzle’s two-story skateboard vert ramp for Fusion.com on Saturday, December 4th. A slide show of Fusion.com team riders will be shown hourly featuring images by famous snowboard photographer Ruben Sanchez. Many of the Fusion.com pro-riders will not be at the event this weekend due to the Vans Triple Crown, a qualifier event in Colorado for the X-Games.
Fusion.com will help introduce new custom boards and snowskate boards at Ski Dazzle this weekend. Fusion.com is one of the exclusive online dealers for Kidwell Snowboards designed by Terry Kidwell, one of the sport’s earliest innovators. Kidwell is the only Four-Time World Cup Halfpipe Champion and is credited with the world-renowned kicktail (www.kidwellsnowboards.com). Fusion.com will also feature one of the newest performance boards on the market, the snowskate, that blends snowboard and skateboard design components (www.premiersnowsk8.com).
ABOUT FUSION.COM: Fusion.com is a cutting edge “click and mortar” e-tailer that has merged action sports and Internet technology. Fusion.com specializes in selling lifestyle apparel, snow, surf, wake, and skateboards from leading manufacturers in their flagship stores at exceptional values. Find the latest product reviews, gift registry, industry buzz, pro-rider photo gallery, live weather cams, interviews, and more. Visit the only web site strong enough to fuel your lifestyle at www.fusion.com.