Check out the follow-up article and interview with Jake Burton on Burton’s Support Local Snowboarding campaign – http://business.transworld.net/52495/features/jake-burton-re-focuses-on-core-detailers/?cmpid=daily1130
In the article, Jake addresses his new-found support of specialty, core snowboarding shops and product distribution plans moving forward. He also highlights a recent effort to send out 115,000 product catalogs direct to consumers with the name of their local shop printed on the cover, trying to make the connection between the consumer and shop. Burton has also ramped up merchandising in specialty shops with unique displays and window fixtures. Finally, Burton is hosting a shop staff contest for tons of cool prizes and a grand prize for 16 to visit Burton’s new Jackson Hole Stash this February. This in addition to ramped up clinic efforts for specialty shop staff including super clinic events in the fall.
Burton has also announced a 30-stop tour to take place at 30 specialty shops and Jake himself has announced plans to visit 100 retail shops in 100 days over the course of 2011. He addresses concerns expressed by many retailers in the past that his recent efforts are just lip service to hundreds of burnt bridges with local retailers, confirming that the new philosophy is genuine.