SIA Releases Addendum to “Retailer to Consumer Marketing Guide”


Last year, SnowSports Industries America (SIA), the snow sports industry’s member-owned trade association, launched the Retailer to Consumer Marketing Guide (RMG), a free step-by-step handbook for building retailer-specific marketing programs and driving traffic to snow sports shops. Thanks to the success of the RMG, SIA has continued the ongoing project for retailers by releasing an Addendum that delves deeper into executing targeted marketing plans.

“Shop owners end up wearing many hats and marketing is an area SIA tries to provide fresh ideas whenever possible. We received a lot of great feedback about last year’s Guideand the Addendum takes marketing efforts one step further,” commented David Ingemie, SIA president.

The Guide’s addendum is currently available to download.

The Addendum is laid out in a case-study format with two major sections – “Leveraging Key Marketing Opportunities” and “Merchandising/In-Store Marketing,” providing retailers with helpful tips, creative ideas, photos, copy suggestions and social media strategies taking busy shop staff through an entire selling cycle.

"The Retailer Marketing Guide has a ton of great ideas for shops both small and substantial, new or established, which help expand our marketing campaigns. With today's importance of social media in our industry, it's a great tool to reference because there really is something for everyone," commented Monique Czarnecki, manager/buyer, Modern Skate & Surf in East Lansing, Mich.

The Retailer to Consumer Marketing Guide was developed with the support and guidance of SIA’s Retailer Advisory Committee, NSSRA, BRA, Industry Buying Groups (NBS, SSL, SMC, Sports Inc.) and Regional Rep Associations (EWSRA, MRA, MWSRA, NEWSR, SWRA, WWSRA).

- SIA -

SnowSports Industries America (SIA) is a non-profit member-owned trade association that works year-round with North American snow sports suppliers, retailers, reports, reps and service providers to develop products and programs that support their individual and collective business needs. With member support and industry participation, SIA annually hosts the industry’s largest core winter sports trade show, the SIA Snow Show, along with the On-Snow Demo/Ski-Ride Fest and the Sourcing Snow supplier show. SIA also helps retailers and resorts connect with snow sports participants around the country through Learn more at