Bob’s Stores is looking once again to connect with action sport enthusiasts and is using a tour outside its stores to do it.
The apparel chain’s “Ramp Tour,” which kicks off next week, features live demonstrations by top skateboarding, inline and BMX athletes. The three-city tour is set up in store parking lot events and show professional athletes performing on 11-foot half pipes.
The tour starts in Aug. 22 in Randolph, MA, and will also stop in Manchester, CT, on Aug. 23 and West Islip, NY, on Aug. 24. Each event includes athlete meet and greets, autograph signings, photos, prizes and free giveaways. Past prizes have included clothing, skate decks, DVDs and stickers.
Bob’s Stores launched the events to increase awareness of the lifestyle brands it carries, the company said. The retailer timed the campaign to the back-to-school period with hopes of additional driving store traffic to boost sales.
“The Bob’s Stores Ramp Tour is such a great way for us to leverage our consumers’ affinity for extreme sports and to drive home the range of action sports brands that Bob’s Stores carries,” Renee Guida, event marketing supervisor for Bob’s Stores, said in a statement.
An on-site emcee will drive customers in-store between shows. Athletes will also host autograph signings among clothing displays to further drive store visits.
Makai Inc. is partnering with ASA Entertainment, an action sports event, television and content production company to manage the on-site activation. The effort marks the second year the two first are handling the campaign. In-store, direct mail, online and grassroots promotions support the effort.
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