Shoe Installation & Satellite Boardshop step up in the retail marketing realm
When I first lived in Boulder, CO, back in 2002, my roommate Raoul Pinto was about to open up his first skate shop Satellite. Although He and his partner JG started small they had a really smart approach. They had amazing design ideas for the store and were also totally into being involved in the community. From the get-go they were everywhere at all times. The next thing you knew, they were THEE skate and snow store in Boulder. No later than a year, they doubled the size of the store and a few months later, they opened a shoe store near by (on Pearl Street).
Installation was definitely a new concept in Boulder. And with the same energy they put into building Satellite’s hype and presence within the entire skate and snow communities, they made Installation THEE store to buy urban shoes.
How did they make that happen? Well, here is a brief list of all the marketing initiatives they’ve done:
- Local skate events
- Partnership with CU-Boulder Snowboard Team
- Satellite and Installation teams always skating, snowboarding and connecting with the kids in the local community, which is fundamental when you want to create hype around your brand
- Positive and cool in-store vibe through their knowledgeable bro-team (all the employees are friends and passionate skaters/snowboarders), in-store design, and availability of the coolest products on the market.
- Very close relationships with brands: Installation and Satellite have created signature products with some of the brands they carry. i.e. Oakley Satellite Goggle.
- Team and Video premieres: The shops have the best skate and snow teams in Colorado. From pros to up-and-coming riders, they have the right people to represent them. Satellite travels around with their team and films all year long. Each fall they have a premiere for their skate video.
- Guerrilla Marketing: Take 20 kids that are always hanging out at the shop. Give them hundreds of stickers and let them do the job. That’s it. And now you can see Satellite stickers everywhere in the Boulder-Denver-Summit County areas – on the lifts, in public restrooms, on campus, at the bus station, you name it.
- Online: Really good websites with e-commerce capabilities & newsletters blasts.
- In-store events: Installation recently re-designed their store. The theme? Cardboard. Raoul and his crew gathered in his backyard and built cardboards shelves, benches and more. The result? A sick in-store design and a good reason to throw down a party.
I might have forgotten some things, but I think you get the picture. The more involved, creative, proactive and true you are, the more likely your campaign will be successful!