Snowboarding offers brands longer lifetime customer value..
Canada is Good at Snowboarding. Real Good.
So this weekend is the X Games. Arguably the biggest snowboarding competition in the world. Yes, the Olympics is bigger in terms of total audience but to a core snowboarder, they are looking for that gold X around their neck where they can employ the 10% rule and host their fellow competitors in a celebratory aftermath to soak up the affirmation-induced victory that they are indeed the best of the best.
Canada is no stranger to the X Games. We’ve won plenty of medals in plenty of countries around the world and the ones in Aspen have been some of the most coveted. Our national team is ready and prepared. For the second year in a row, Canada once again swept the LAAX Open men’s Slopestyle podium. Max Parrot (Bromont, QC) took home the top spot last Friday with Mark McMorris (Regina, SK) and Tyler Nicholson (North Bay, ON) sliding into 2nd and 3rd respectively. It’s the second podium sweep for the team this season after the men’s Slopestyle team took home the top three spots in last month’s Dew Tour.
Partnering with snowboarding can extend your brand’s life.
So, why partner with Snowboarding and Canada Snowboarding? In a world of Influencer Marketing, snowboarders represent the authentic key influencers in your high school, college or university. They’re the kid on the block who has the coolest clothes, eats the raddest foods and has a sick following on social that he or she is quick to populate at a moment’s notice. They get tech and they communicate better than mom and dad on multiple platforms. This is the generation that brands need to focus on for healthier life-time customer value: get them while they are young and get them for life. The trick is to engage with them in a meaningful way. The medium is snowboarding.
Neilsen conducted some research of Canadian Snowboarders vs the Gen Pop of Canada in late 2016 for Canada Snowboard and here are some of the key findings. Pretty interesting, especially for some verticals and brands that have not traditionally played in the millennial/snowboard space.
Insurance: The interesting thing is, that Snowboard (and Canada Snowboard for that matter) is comprised mainly of millennials. 55% of millennials have auto insurance and 40% have life insurance (remember, life time customer value here).
Pharmaceuticals: 30% of millennials will purchase pharmaceuticals products in the next 12 months and Millennial snowboard fans are 18% more likely to purchase pharmaceutical products than the average Canadian millennial.
Male Grooming: Millennial Snowboarders are 44% more likely to purchase male grooming products the average Canadian millennial.
Sports Retail: Sport Chek was Canada Snowboard’s most recognized sponsor. Snowboard fans spend 24% more on clothing and shoes than the general population. They are also over 30% more likely to purchase sportswear or sports equipment than the general population.
Banking and Credit Card: TD Bank was recognized as the most popular bank amongst millennials Continuing, millennials are 35% more likely to have a credit card than the general public, are 38% more likely to sign for a new credit card than the general public.
Snowboard Fans Represent a strong tie for brands to families and ethnic groups.
- 21% of Canadians consider themselves snowboard fans
- 57% are male
- The general population perceives snowboard fans as: fashion oriented, trendsetters, environmentally conscious while snowboarders think of themselves as technologically advance, dynamic and high performance. Brands that partner with snowboarding benefit from these key attributes.
- Snowboard fans are also twice as likely to use social media like Snap, Instagram, Twitter and Facebook.
- 31% of snowboarder fans are considered part of an ethnic group compared to 21% of the general population.
- 50% are either married or living together.
- 31% of Snowboard fans are twice as likely to purchase a Canada Snowboard sponsor product competed to 13% of the general population.
Lower Rights Fees = More Opportunity to activate successfully
A key challenge for many brands with major league sports is the cost of entry. It’s pretty glamourous to be part of this scene but the mass impressions don’t really cut it any more. Brands can spend their entire budget on the ever-escalating rights fees and leave it to a sign to tell their brand story. Our properties at DEC Sports & Entertainment typically have much lower rights fees, are highly targeted at a specific demographic and leave more money with agencies, marketing directors and sponsorship gurus to do what they do best: tell their brand story in a meaningful way, promote trial and appeal to their desired consumer group in a compelling way.
So while you are watching video clips of the X Games from this weekend, think of how your brand can be part of Canada Snowboard as our national team continues its torrid pace towards the 2018 Olympic Winter Games.