Black Diamond Equipment trade marketing
in Europe

Published by Mountainblog on 10/08/2014.

With targeted sales training, an optimised POP programme and close partnerships with leading European outdoor retailers, Black Diamond will be increasing their engagementin retailmarketing. “The retailers are our most important partners for the distribution of our products and the presentation of our brand. We want totake this into accountwith the helpof a comprehensivein-store marketing program,” says Stephan Hagenbusch, Marketing Director for Black Diamond Europe. “The goal is to coordinate the different aspects of the communication to the consumer, from sales staff training measures through to thepresentation of goods. The end goal being, to fully integrate both trade and the consumer alike into the world of Black Diamond.“

As part of the programme, this November Black Diamond will be inviting 30 retailers from across Europe to experience two training days in Chamonix, in order to broaden their knowledge of Black Diamond products and the brand. Attendees will have the opportunity to partake in workshops with the Black Diamond team and the brands athletes, with particular attention being paid to ‘Snow Safety Education’. The topic of snow safety is very important for Black Diamond and will also include a comprehensive POP programme dedicated to this. This experience will help to reinforce the brands dedication to designing the highest quality climbing and mountaineering equipment.

Jet Force and Snow Safety displays will be presented this winter across retailers to draw attention both to the product, but also to the dangers and importance of knowledge associated with ski touring and freeriding. “We developed the Jet Force; a pioneering avalanche backpack. Our aim is to be seen as a brand that primarily equips high-risk sports – as well as sharing the knowledge that planning and safety are the basic foundations in order to limit risks. “ says Stephan Hagenbusch.

When installing the POP material and the Snow Safety window displays the dealers will also be supported by a specialised Black Diamond Visual Merchandising team. This programme will be introduced this winter in Bavaria and the Mont-Blanc region, and will be followed by activity in 2015 in the German-Switzerland, West Germany, Tyrol and Salzburg regions.

Black Diamond has recently partnered further with 16 leading European sporting goods retailers. All of which will be offered services to cover in-store and window installations, sales promotions and joint communication measures. Plus, further development and expansion of the trade marketing measures are planned for SS15 and the following seasons.

INFO: Black Diamond

Here at Black Diamond it’s all about climbing and skiing. We share the same experiences that you do on rock, ice and snow and these experiences push us to make the best gear possible for our worldwide family of climbers and skiers. What began with a backyard anvil and a hammer has grown into a global company with offices on three continents that’s not just for rock climbers, but one that stands for the spirit of the sports we live, their values and goals, past, present and future. Since 1957, our innovative gear designs have set the standards in numerous areas. This is partly the result of dedication, desire and diligence on the part of an incredible team of people. It’s also the result of each of us being climbers and skiers ourselves.