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lovedamotu
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Joined: 04 Mar 2008
Location: United States
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Posts: 17
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   Topic: How did Grenade do it?
Posted: 04 Mar 2008 at 1:39pm |
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Remember how Grenade got so big so fast?? How did they do it? Did they have backing right out of the gate or did they just rely on Guerilla marketing tactics?
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mindstyle
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Joined: 22 Oct 2006
Location: United States
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Posts: 25
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Posted: 04 Mar 2008 at 1:44pm |
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It didn't hurt that one of the biggest names (Danny Kass) in snowboarding was a founder and promoted the hell out of the product.
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lovedamotu
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Joined: 04 Mar 2008
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Posted: 04 Mar 2008 at 1:45pm |
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Thats true, but there has to be more to it than just having Danny rep your gear.
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DudeBroMan
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Joined: 17 Jul 2006
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Posted: 04 Mar 2008 at 4:37pm |
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It took them quite a few years to get big. I think it started back in 2002/2003 (maybe 04). It has been 5-6 years. It all started as guerilla marketing, but it was the right timing. 2001-2005 was an epic time in Mammoth when all the grenerds moved to town. Every pro in the world was in Mammoth for at least a while. It was the mecca of snowboarding and grenade was all over that town. Stencils, stickers, t-shirts, and gloves were all they started with, but it was everyeher. Every kid that could rip got free stuff. I think it was just good timing. Mammoth ain't quite what it used to be, partially because of corporate greed (everything in Mammoth is way more expensive now that intrawest is in the pictiure), but when grenade started it was huge in that town and it spread from there. They didn't really know what they were doing, it was a bunch of stoner kids with connections in the industry, thats all.
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steezer
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Joined: 15 Mar 2007
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Posted: 04 Mar 2008 at 4:48pm |
Now if they can only get there sh*t together before the retailers have had enuff, they are so unorganized, the product sucks and falls apart, zero customer service, can't ship on time, the only thing that is saving them right now is the product sells and the dealers are putting up with it, but for how long? If they don't get there sh*t together soon, dealers will eventually just stop buying, and that will be that, and will fall as quick as it rose.
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DudeBroMan
FORUM RULER
Joined: 17 Jul 2006
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Posted: 05 Mar 2008 at 1:20pm |
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good point, they should hire me to run their business, I'll get them on track
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steezer
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Joined: 15 Mar 2007
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Posted: 05 Mar 2008 at 1:48pm |
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They supposedly hired some dude with some real business experience to help get them on track, we'll see. There is a interview with Danny Kass in the new Trans bizz that talks about it.
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DoubleB_SD
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Joined: 09 Jan 2008
Location: United States
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Posts: 13
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Posted: 19 Mar 2008 at 3:37pm |
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Easy entry with it being a pro-built brand (Kass). True test will be how long it survives. It doesn't need to be the number one glove to be successful, but in 10 years when Danny has moved onto Peter Line status, will people still be buying their gloves and jackets?
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-bb
http://bbpr.wordpress.com/
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Broverdose
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Joined: 20 Mar 2008
Location: United States
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Posted: 20 Mar 2008 at 11:56am |
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So if Danny Kass being a pro repin' his own gear was an obvious indicator of success, what other guerilla marketing did they do other than spreading t's, stickers, and spray paint all over the place?
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DoubleB_SD
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Joined: 09 Jan 2008
Location: United States
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Posted: 20 Mar 2008 at 12:04pm |
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Without knowing those guys personally, I'd say that was pretty much it. That is guerilla marketing.
While the surf/skate/music/whatever guys have been doing it on their own since the beginning, corporate America has just been catching on to guerilla and word-of-mouth marketing. Guys like A.D.D. in LA have been helping everyone from P&G to Premiere Snowskates with their outreach.
No, I don't work for A.D.D., but I am friendly with the team there.
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-bb
http://bbpr.wordpress.com/
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