For the last week I have been in the Central North Island trying to get some skiing done with the family. Didn’t have much luck, only managed one day – but a glorious day it was! While I was away I noticed several cases of Cool Marketing.
Princess Ski Boots. Before we went skiing my partner needed to get new boots. She had been suffering in old uncomfortable boots for a long time so this was the season. I had a quick look at some boots in the shop – around $450 a pair, not too bad. So while I was looking after the kids she went and had some boots fitted. She came out with fur lined, jewel studded, $950 ski boots!!! They were Salmon’s ‘My Comfort Boots’. While the credit card bill stung I had to admire the product – I can just see the initial conversation;
“What are you looking for”
“Well I have really small ankles and it’s really hard to get comfortable boots – I want really comfortable boots.”
“Ahh – then you need to try on these…”
Perfect – a premium, comfort/style orientated boot targeting recreational women. Huge price and great margin no doubt.
Mt Ruapehu. Once up the mountain I was impressed with the work they’ve done despite a lack of new lifts for many years. They've removed all the beginners’ lifts from the mid and upper mountain and made a bigger better learner area in Happy Valley with a learners chair. They’ve introduced more snowmaking and snow fences to get a more consistent snow season. And lastly through their Life Pass programme they have innovatively raised $11m dollars to invest in 3 new high-speed chairs over the next few years.
So well done
Mt Ruapehu - only had a day but we’ll be back soon.