K2 Skis

THE EXPERIENCE: K2 University

THE BIG PICTURE

K2 Skis’ focus was to connect directly with retail shop managers, buyers and employees who sell their product in an energizing environment.

They had noticed, and wanted to switch up, the stale cycle of clinics in which the rep visits the retailer and chats product over boxes of pizza and cases of beer.

It was most important for product education to come from those who actually designed the product themselves, K2’s engineering team.

THE ACTIVATION

With the help of the leading marketing team, a nationwide tour was developed with the primary goal of giving retailers the information they need right from the source, in a location outside of their shop, so as to not lose focus during the engaging “clinic” and provide them with a dose of classic K2 shenanigans along the way.

THE REVELRY DETAILS

A team of four traveled to each event and it was our duty beforehand to:

  • Secure an off-site venue for the event

  • Dial in a menu of F&B within a set budget

  • Create educational material

  • Secure shipment of swag items and product to local rep

  • Establish list of invitees

  • Ensure everyone had a good time while perfectly executing all “day of” logistics.

K2 University was a refreshing way for retailers to get out of their shop, connect directly with the brand representatives and product developers themselves, and become more familiar and intimate with the product line; thus making each and every in-store transaction more authentic.

THE OUTCOME

This road show proved to be so undeniably successful that it continued for many years, creating invaluable connections with retailers that went beyond the sales floor.