Creating Value Through Marketing

By Anna McDermott, Content Creator

Craig Marshall, World Pro Ski TourCreating tangible value from your company’s marketing efforts is a fantastic way to not only grow your business but to also demonstrate a clear return on investment. In the third episode of The PR Maven Podcast® with Nancy Marshall, she interviewed Craig Marshall, the executive director of sales and marketing for the World Pro Ski Tour. Craig discussed the ways he leverages their marketing efforts, like using events and giveaways to build a fan base for the ski tour with a limited budget.

The World Pro Ski Tour hadn’t been around for a long time, so for the World Pro Ski Tour 2.0, they needed to build a fan-base, not totally from scratch, but with a focus to bring in new, younger fans of the tour. Craig illustrated that in order to have a successful marketing campaign, it’s not necessary to have a huge budget to make a substantial impact on your audience – it may take a bit more elbow grease but if you provide an experience or other tangible reward, you will see your fans quickly become brand ambassadors.

Craig used the skiers themselves to help promote the tour. He asked them to sign autographs at events, take selfies with fans and use specific hashtags on their social media, especially those of the tour’s sponsors. The skiers wanted the tour to be a huge success, as well, and were happy to help out. By creating these events that added a valuable experience for the fans and audience, World Pro Ski Tour’s marketing efforts had a big ROI with little money spent.

David Chodounsky and Andreas Zampa, World Pro Ski Tour. Photo credit Kei Kullberg

David Chodounsky and Andreas Zampa, World Pro Ski Tour. Photo credit Kei Kullberg

Nolan Kasper and Michael Ankeny, World Pro Ski Tour. Photo credit Kei Kullberg

Nolan Kasper and Michael Ankeny, World Pro Ski Tour. Photo credit Kei Kullberg

Snowmass podium, World Pro Ski Tour. Photo credit Kei Kullberg

Snowmass podium, World Pro Ski Tour. Photo credit Kei Kullberg

By creating and then engaging your company or business’s brand ambassadors with fun and creative marketing efforts, you are establishing a base of adoring fans who help to market your events or business through their social media platforms – for free.

Think about ways you can use this same principle for your business. What added value or fun experience can you offer that generates passion and commitment from your fans?

Craig, if you didn’t know, happens to be Nancy’s oldest son!


The PR Maven® Podcast is presented by Marshall Communications, creator of The Marshall Plan® strategic process. The Marshall Plan is a fully customized document using our 65 proprietary steps and leads to a playbook for your success. If you think your business or organization would be a candidate for a Marshall Plan®, you can take our Marshall Plan quiz to find out. 

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