Latest posts for the topic "Learning to read,,,,,,,( marketing lingo)"

Learning to read,,,,,,,( marketing lingo)

Thu, 15 Dec 2011 13:29:39 GMT

We all can read,,,,,that is how you can share my thoughts now !
We all assume we are competent in this skill!

So I challenge you to "translate" some of the marketing texts I will post soon on this site! They will be from ski sites, ski journals, ski technical workshop manuals for stores ! I will assume that you all have at least a post primary education!

First you must understand the difference between information texts ( very rare these days) and selling , marketing, propaganda texts!

Who will be the first to post a purely "informative" ski text ? That is,,,a text that has a goal to "inform" ( we assume objectively ) about a ski!

The fun begins,,,while we wait for snow!!!!!

Re:Learning to read,,,,,,,( marketing lingo)

Sat, 17 Dec 2011 12:39:11 GMT

See if you can "identify' this ski type or ski name or performance grouping !

This "extract" is from a ad in a major ski magazine, I have just taken out ( zzzz) words which identifies company or brand name.

"This multi-award winning zzzz has changed the skiing game. Hard charging experts and struggling intermediates agree that this zzzz is revolutionary in its ability to make skiing easier, more fun and less fatiguing.
The zzzz delivers both maneuverability and forfiveness than any other ski on the market. A damp big mountain, badass ( sorry Dave,,,,not my language ) zzzzz ski !

Of course along with this text comes a large picture of a skier going over a 10 meter cliff !

Re:Learning to read,,,,,,,( marketing lingo)

Sat, 17 Dec 2011 13:03:33 GMT

Here is another ski marketing text,,but -20 years ago.
"NO SKI HAS EVER GENERATED THIS MUCH RESPONSE ( heading )

This new revolutionary ZZZZ ski is simply the most responsive ski . Ever. The secret is the continuous interlocking fiberglass and kevlar fiber used. all braided tightly around a laminated core.
What does this do when you are on the slopes?
You'll turn quicker and be more precise.You will use less energy. Have more control.
Now you will be able to ski more aggressively all day long and not be tired.

There's never been anything like the zzzz. Considering the response, there may never be an advancement like this again in skiing !"

Note this was written in the 1980s.

See the similarity in text !

Want to pick a ski for you,,,,then avoid the marketing hype!

But wait,,the fun is just beginning,,,,soon we will look at "independent ski reviews" text and You Tube!

Re:Learning to read,,,,,,,( marketing lingo)

Sat, 17 Dec 2011 13:26:34 GMT

Hmmmm...Salomon F9s?
Anybody else remember them?

Re:Learning to read,,,,,,,( marketing lingo)

Sat, 17 Dec 2011 15:50:54 GMT

Sorry, I don't get what you are getting at here? I work in marketing for one of the UK largest brands. Maybe I am missing something?

Re:Learning to read,,,,,,,( marketing lingo)

Sat, 17 Dec 2011 15:53:16 GMT

Sorry, I don't get what you are getting at here? I work in marketing for one of the UK largest brands

It is attempting to make it clear for all and bring it to life. For me, I wound say it, but I prefer the first one....

Re:Learning to read,,,,,,,( marketing lingo)

Sat, 17 Dec 2011 16:40:03 GMT

From the words big mountain and Badass, I'd say K2.... but then I don't read generally read the ski blurb, so I'm not tuned to the different makes' marketing speak.

@ Iceman, what awards? who are the expert who agree, how many of them? Does it deliver more than any other ski on the market as it claims (can you actually say that, shouldn't there be a Carlsberg caviat in there)?

The text is trying to hype/market the product and make it stand out from the crowd, not actually 'inform'.

The text tells you nothing other than it is a ski aimed at upper intermediate / advanced skiers - as a 'BIG' mountain ski it is probably mainly an 'on-piste' ski. Possibly a 60/40. Am I in the ballpark?

So the new text should read: A good new advanced all mountain ski. We gave some freebies to some skiers and they said they liked it.

What it doesn't tell you is that it is like a dozen other skis out there that it is competing with.

@ Pavelski, a noble effort, but you won't find the 'they're boxy but they're good' approach anywhere in marketing. I Know, that's what I do too.

Do please feel free to keep us entertained with some more jargon bingo.

Re:Learning to read,,,,,,,( marketing lingo)

Sat, 17 Dec 2011 16:50:39 GMT

Awards? What you on about?

Re:Learning to read,,,,,,,( marketing lingo)

Sun, 18 Dec 2011 09:11:52 GMT

Iceman wrote:Awards? What you on about?

I'm quoting the marketing blurb. You say it is attempting to make it clear. I am just pointing out the muddy bits.

Re:Learning to read,,,,,,,( marketing lingo)

Mon, 19 Dec 2011 01:00:52 GMT

Iceman,
What I am "getting at " is to make skiers/consumers aware that if they want to make an "intelligent" choice of ski it is not by just reading marketing ads.

The ads are aimed at getting the most skier types to choose ski zzz . Over the years the same "hyperbole" is used to promise; greater control, greater speed, greater prestige, greater "revolutionary technology", great turning ability, etc,,,,!

Be honest, the goal of marketing is to sell,,,,not to inform!

Rare is the ad that informs and sells !

That is where I am getting at. Know that those ads are selling you an "image", a desire for you to be better skier, faster skier, most techno skier, etc,,,,

Give the latest, hot Blizzard Cochise ski to an intermediate skier and see what he/she will do in 60+ cm. of powder!

In short,,I am suggesting to skiers to become "educated" on how to read ads. To find other sources of information about skis and finally to know what their needs are !

There are no "miracle" skis,,only hard work, lots of practice on slope will make you a better skier!

Read on,,,,

Re:Learning to read,,,,,,,( marketing lingo)

Mon, 19 Dec 2011 04:41:41 GMT

There have been a few huge innovations in skiing, metal edges, P-tex, parabolic side cuts, etc. There are changes of the same order going on now, but they are more technical and less obvious. The problem is as Pavel suggest is that in the past every minor and hardly significant change has been heralded as a huge breakthrough. The current real breakthroughs are thought too technical to go into detail for the average Joe(I think there's also a lot of concern over patents). The first quote is actually true of many skis in the last couple of years, but it is easy to dismiss it given the unwarranted hype of the past.

The tip rocker/ early rise tip thing is a huge boon to the average low intermediate skier. The rossi whatever 74 was the most common rental ski at the Park City resorts last year. As nearly every lift ride up had someone sitting next to me with a pair, I ask many people their opinions of the ski. They all said they felt they were skiing better, and it was generally easier. Forget whether or not their skiing had actually improved, the important thing is that they were having a better experience. One (maybe two)design change that can have such an impact is not just hype.

Re:Learning to read,,,,,,,( marketing lingo)

Mon, 19 Dec 2011 07:28:41 GMT

Here Here you guy's agree completely...... :thumbup:

Re:Learning to read,,,,,,,( marketing lingo)

Mon, 19 Dec 2011 23:02:16 GMT

Trencher,
As always you are right on !

The "rocker" design has changed the skiing experience ! It has gotten away from using race skis as the "reference" platform to other skis models !

My point is that rocker skis are great in specific settings and not so great in other settings! I have three rocker skis. The Blizzard Cochise, The Fischer Watea 110 and the Rossi S3 ! All are great in soft powder, well groomed slopes. In hard packed, ice blue, race type courses,,,,,,,,,,,well I did not like them at all !

Yet I read in ads, heard reps in technical workshops and read in ski chat sites how great they are in hard packed slopes. The perfect "one quiver" ski !

Here is another marketing ad from a "revolutionary ski" !
You guess the year and ski company !

"The lightest high-performance ski on the market.

For the performance oriented skier. ZZZZ provides low swing weight for fall line skiing through the mogul fields. For high speed turns, the ZZZ is going to surprise you with its unique carving ability and sure tracking stability. ZZZ stands out as the finest all-round high performance ski you can buy with consisitent performance in slush, powder, hard-pack and ice .

It took two ( note one one) entirely new revolutionary innovations in ski construction to make zzzz happen. A fiberglass glass wrap and a omega dyna-plex acrylic foam core. Together they comprise an entirely new ski construction which will make you the best skier on the slopes. "

Note how ad mentions all terrain ski. Revolutionary design. Best skier !

There is a saying in the skiing business. "A great skier can ski any ski " ! Its not the ski that makes the difference,,it is the skier!

What a great ski does it makes "trying to ski easier, heaven and special "

Read wisely those ads!

That is my point!

Re:Learning to read,,,,,,,( marketing lingo)

Mon, 19 Dec 2011 23:15:46 GMT

You have the wrong type of rocker skis Pav for ice. My skis have early rise tips (tip rocker)and are designed for just one thing, carving on hard packed icy snow. WC GS skis now have tip rocker as well. As I was getting at above, I think the manufacturers are not pushing early rise tips to advanced front side skiers because they fear the rejection that parabolic skis suffered when first introduced. This design is used on all GS and SL racing snowboards now, but so far only on GS racing skis (AFAIK).

Re:Learning to read,,,,,,,( marketing lingo)

Wed, 21 Dec 2011 19:11:03 GMT

Trencher,
Will "explore" those since the new 2013 skis are coming out in 30 days !

Will keep you posted !

Pavel

Re:Learning to read,,,,,,,( marketing lingo)

Wed, 21 Dec 2011 19:53:31 GMT

Someone was telling me yesterday that most of next years slalom skis will have early rise tip, so that's not the exception any more.

Re:Learning to read,,,,,,,( marketing lingo)

Wed, 21 Dec 2011 22:36:45 GMT

Thanks for the early rise tip guys, but I am always there in time for the first lift! :wink:

Re:Learning to read,,,,,,,( marketing lingo)

Wed, 21 Dec 2011 23:12:58 GMT

Dave Mac wrote:Thanks for the early rise tip guys, but I am always there in time for the first lift! :wink:

I was going to make some other comment about early rise tips in the morning, but I won't.

Re:Learning to read,,,,,,,( marketing lingo)

Thu, 22 Dec 2011 08:12:17 GMT

I restrained my self for vestige being predictable....;)

Re:Learning to read,,,,,,,( marketing lingo)

Thu, 22 Dec 2011 08:12:51 GMT

Iceman wrote:I restrained my self for fear of being predictable....;)

Re:Learning to read,,,,,,,( marketing lingo)

Thu, 22 Dec 2011 08:17:42 GMT

I can hear an echo :shock: