If your shop makes bootfitting and custom footbeds a cornerstone of your sales and marketing strategy, we welcome you to join America’s Best Bootfitters, a select group of like-minded pros who really do things right.
America’s Best Bootfitters is an innovative co-op marketing program from Masterfit Enterprises, the makers of Instaprint footbeds and the operator of Masterfit University, the snow sports industry’s boot fit training centers. ABB membership provides your shop with international recognition as one of the premier North American shops for buying and servicing boots, and making custom footbeds.
America’s Best Bootfitters is a unique, multi-tiered brand awareness campaign built around a dedicated web site(www.bootfitters.com) that promotes the professionalism and expertise of our members. The web site includes information on why snow sports enthusiasts will benefit from visiting ABB Certified Shops as well individual shop profile pages on each member—with click-through access to your own web site! Bootfitters.com also has the most comprehensive boot information on the web with alpine boot reviews, news of member shops sales and special events and boot fitting advice. This makes bootfitters.com THE place skiers and snowboarders go to find shops with expertise in boot fitting and customization.
America’s Best Bootfitters is supported by an extensive advertising, marketing and public relations campaign.
Members, their locations and telephone number are listed in ads that run throughout the season in North America’s premier ski publications including, Ski, Skiing and Ski Press. ABB ads in these publications provide more than 17 million impressions to dedicated skiers each season.
ABB’s eight, 2/3 page insertions in Ski and Skiing provide the backbone of our advertising campaign. We advertise in both magazines’ all-important Buyer’s Guide issues (Ski Sept., Skiing Oct.).
We also have ¼-page insertions in every issue of Ski Press. Now entering its fourth year distributing in the U.S., Ski Press is distributing twice as many copies as the other major ski publications. As an ABB member, you receive FREE copies of Ski Press for distribution at your shop.
PRINT CAMPAIGN SUMMARY
PUBLICATION |
NO. INSERTIONS |
$ VALUE/ |
TOTAL AD VALUE |
TOTAL AUDIENCE REACH |
Ski Magazine |
6 |
$34,000 |
$204,000 |
11,450,000 |
Skiing Magazine |
2 |
$34,000 |
$68,000 |
2,600,000 |
Ski Press |
3 |
$7104 |
$21,372 |
3,750,000 |
TOTAL |
|
|
$293,372 |
17,800,000 |
Our bootfitters.com web site remains the most important component of the America’s Best Bootfitters awareness campaign. We continue to update the web site on a continual basis. Last year the site was completely redesigned and modernized with drop-down state and info menus for better functionality.
Bootfitters.com has drawn over 80,000 unique visitors this year, a phenomenal number of snow sports enthusiasts seeking information on shops like yours that specialize in bootfitting.
ABB continue to boost its search engine rankings on the web, working with our webmaster to boost our key word presence. We are Top 5 (and in many cases #1!) for many keyword searches.
We have also purchased advertising space for keyword searches performed on Google and other popular search engines such MSN, AOL and Yahoo and are Top 3 (in many cases #1) in the sponsored links billboards.
In addition to search engine penetration, ABB maintains a banner ad and article placement presence on the web. Our relationships with key media are outlined below:
RealSkiers.com— On this popular site for technically oriented skiers run by noted journalist Peter Keelty, the ABB banner appears on their main review page and on each individual ski review page. ABB also has a direct link to the site from their “boot reviews” button.
Epicski.com— On this popular web site for skiers in-the-know ABB has a recommendation link at the top of the bootfitting information page.
firsttracksonline.com> —A rotating banner campaign along with key links appear on all pages.
bergiesbest.com— This web site promotes top U.S. ski/snowboarding instructors and providing instruction resources. Using a marketing model similar to ABB, bergiesbest.com has become a go-to resource for consumers seeking ski instructor referrals. We have a reciprocal banner advertising and promotion relationship with bergiesbest.com.
snowboarding.com— An article about snowboard boot fitting advice appears on this site with info coming from “the pros at America’s Best Bootfitters” and a link to our site is featured.
Public Relations Campaign
An on going, aggressive public relations campaign has led to features on America’s Best Bootfitters and individual members in various newspapers, magazines, TV and web sites.
We will also provide a customized press release that highlights your shop’s membership in America’s Best Bootfitters. You can either choose to receive the release via email and distribute it yourself, or, for more effective and “independent” looking distribution, we can send the release from our offices to media you specify.
Shop-based promotion
ABB members are authorized to use both the ABB and Masterfit University logos in their local advertising and promotional materials as well as on their web site. A large banner with the ABB logo and window decals signifies to all customers who enter your shop that you have achieved excellence in boot fitting skills. Members also receive an attractive award plaque signifying their membership in ABB and dedication to providing top-level boot service and sales as well as ABB Certified Bootfitters T-Shirts for their staff.
America’s Best Bootfitters is a program that you couldn’t create on your own. And even if you could, it would cost you more than $300,000. Yet, thanks to the power of cooperative advertising,America’s Best Bootfitters membership is only $2,995 for the initial shop listing, $850 for each additional storefront.
Check out the details and visit the bootfitters.com web site for a tour today. I’m sure you’ll quickly realize that ABB membership is an unbeatable value. Better yet, call today (800-575-4348) and sign up to become a member of America’s Best Bootfitters.
Sincerely,
Steve Cohen
Executive Director