There are several ways through which the Northeast Ski as a company can help bring the warmth that is found thin their stores to the website ad have people feel the warmth as well. The first thing is that the website that they chose design should be professional and be professionally designed. This does not mean always formal, but clean looking and one that makes the visitors comfortable as soon as they click open the website. The aesthetics should be genuine with the actual details of the company availed so as to inspire trust and appeal to the people.
The second thing is that, the details that the clients would like to find on the website should be easy to access at the first sight of the website page open. The visitors should not have to go through so many pages in order to reach the information they are looking for. The company already knows what information is more important to the clients from the years of operation and which ones are of lesser priority to the clients. Of paramount significance in ensuring the website is friendly is ensuring that every client who visits the website does not miss out on the very critical details about the company.
Being a website that will be dedicated to a sports oriented company, there should be a balance struck between the texts and the graphics or pictures since the warmth can only be experienced on the website, by the visitors when they log in and find almost all the details (both pictorial and textual) that they find on the ground and not a distortion, an exaggeration or a reduction of the truth on the ground.
Just as the service at the company stores are fats and efficient, the website should also be fast loading and not keeping the visitors waiting for too long before a page that they want to view opens up. The navigation within the website should be organized nicely with clear goals for each page with and ultimate goal of leading the visitors towards the viewing of what the Northeast Company has to offer (Kronik Media, 2009).
In order to enhance the brand visibility, the company should engage in the sponsorship of other events away from skiing. These can be related sports events to skiing or other sports in other fields. This will make other sports fans get to realize the existence of such a company that deals in skiing and the likelihood of forming interest in skiing and coming for the products of the company are evident. The company should also engage in social media so as to reach the college students who are the majority of the people still focusing on making sporting decisions and specialization. The company can also engage in corporate social responsibility activities with the community, especially the communities living in the areas that the skiing sports generally takes place, this will magnify their brand within this community and as a result, many more who will be coming to such areas for the sports will want to have the popular brand around that place.
The company can effectively use the website to convert the non-skiers to start the sports. There can be a page dedicated to explaining the technical aspects of the sports since many are unable to make up their mind about the sport since the details are usually not readily available as is with other fames like football. The website can offer some online introductory training and guide the aspiring skiers to where they can get further training within their own locality.
The name I would give is TRAJECTORY SKI STORES,
THE tagline would be CONQUER THE SNOW,
The brand promise would be QUALITY THAT WEARS OUT THE SNOW.
Kronik Media, (2009). Six Qualities of a Good Company Website. Retrieved February 27, 2012 from http://www.kronikmedia.co.uk/blog/good-qualities-company-website/1084/
Moslehuddin Khaled, (2010). Increasing Brand Communication through Brand Visibility in Retail Outlets in Small Cities and Rural Areas of Bangladesh. Retrieved February 27, 2012 from http://www.usimr.org/IMR-2-2010/v6n210-art10.pdf
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