Friday, September 19, 2008
Changing the way we do business...
|In today’s tough market, businesses have had to change their way of thinking, be more creative and most of all, more impactful. And the action sports industry is no different. In a marketplace full of saturation, and everyone wanting a piece of the skateboard pie, Sole Technology has had to readjust its business strategy to better meet our customer’s needs.
A good example of this is how we reach out to our retailers. For many years the way we did business with them was at the Action Sports Retailer (ASR) Trade Show, the hub of the action sports industry happenings. However, with smaller budgets, retailers are decreasing their travel and expenses. To combat this, Sole Technology not only wanted to get the personal connection with retailers, but also to give them the Sole Technology “experience.”
As home to true authentic action sports brands, it is very important that our retailers embrace our culture. There was no better way to do this than to invite them home with us. We hosted hundreds of retailers, inviting them to take a look at our newest product, tour Sole Technology and see Sole Technology Institute, the world’s first and only biomechanics research facility dedicated to studying the impacts of skateboarding on the human body. In addition they met the Sole Technology family with many personal sessions and, of course, skating the etnies Skatepark of Lake Forest.
We received a lot of positive feedback from the retailers and are excited about the future. We hope these efforts will be more effective in the way we do business. As business is always changing, it’s important to think outside of the box, as a skateboarder it’s in my blood, overcoming the impossible.
Take a look at how I live and relax in my Newport Beach home where I gave the L.A. Times a behind the scenes look.