Burlington Free Press Toasts Rome
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- December 30 2008
- 458 views
- 7 comments
The Burlington Free Press, which has been having a heyday with the recent Burton Love and Primo graphics protests, has written an interesting and solid profile of Waterbury, Vermont’s Rome Snowboards. Perhaps they haven’t seen the Artifact graphics yet, or maybe this is just a preview for another storm a-brewing.
The article includes an in-depth discussion on Rome’s guerilla tactics for getting the brand of the ground:
“Instead of banking on a pro rider to get the word out about their brand, Reid and Maravetz relied on more unconventional tactics. They found a dedicated crew of sales representatives who played the role of marketers by hanging up posters all over their respective territories. Their guerrilla marketing seemed to suit the anti-establishment vibe of snowboarding.
One of the more shrewd tactics was to hand out posters and stickers to campers at the Mount Hood snowboard camps. Knowing that these boarders were the future of the sport and the industry tastemakers, Rome was getting in on the ground level and building brand loyalty.
In snowboarding, brand loyalty is paramount to a company’s success. When Rome started, riders had little emotional connection with the bigger brands, Reid said. Rome’s authenticity drew riders to the brand in the early days, and the company’s consistency has kept them there, Reid said.
“We believe snowboarders should run snowboarding,” Reid said. “Authenticity matters.”
Reid and Maravetz talk a lot about “interaction with the brand” — the idea that consumers feel a connection to Rome and are engaged with it. One of the ways they’ve kept people engaged is by personally responding to every e-mail. Another way is by encouraging consumers to interact on the company’s Web site.”
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December 30th, 2008 at 11:25 am
this is related…
http://staletail.blogspot.com/2008/12/industry-step-in-rome-sds.html
December 30th, 2008 at 9:24 pm
Jake Burton owns rome. Amazing that people still think he isn’t an angel investor. It makes perfect sense.
December 31st, 2008 at 8:48 am
Thank god I’m not the only one convinced that Jake owns Rome. I have had my suspicions since day one. If he is an investor, it’s a smart move money wise. Get all of the kiddos who hate on Burton to think this brand is the “anti-establishment” and buy it up.
December 31st, 2008 at 2:44 pm
Why whenever Rome shows up somebody has to talk about Jake ?
Quit making snowboarding into a soap opera and go ride. And don’t try to talk about that shit with me on the lift either.
December 31st, 2008 at 3:10 pm
someone needs to clear the air on that - if not true why does everyone think so?!?
January 1st, 2009 at 1:45 am
It’s true, I own Rome. And Sole Tech… and Step Child… and every other semi successful company you’ve heard of. I also own 15 percent of United Epoxy, the best glue in the biz.
This article is totally true:
http://staletail.blogspot.com/2008/12/industry-step-in-rome-sds.html
January 1st, 2009 at 7:42 am
OFcourse Burton owns them , why else would they be based in Vermont ? unless they make maple syrup too !