Snow skiing and snowboarding remain popular hobbies. More than 10 million people in the United States participate in the activities each year. Ski resorts can be found across the country. The marketplace for equipment continues to grow. Ski and Snowboard Specialists offers a wide variety of equipment combined with connections to numerous resorts nationwide. Enthusiasts can shop online for skis, poles, snowboards, masks, clothing, and other gear and, at the same time, receive access to information about which areas have the best current conditions combined with discount offers for lodging, lifts, and other accommodations. Considerable competition exists for both equipment and informational/booking services. Ski and Snowboard Specialists sells products from the major manufacturers of equipment as they compete with local sports equipment stores and the lodges themselves. Travel agencies and other groups offer booking services. In the midst of this clutter, the marketing team believes the key to future success will rely on continuing engagement with those who have taken advantage of the reasonable prices the company offers for equipment and the convenience provided by the booking side of the business. The company’s primary website can be combined with mobile marketing and other new marketing techniques to entice new visitors while building loyalty with returning customers. To help achieve these overall objectives, the marketing team has established relationships with two professional skiers who serve as instructors at popular resorts. One is located in Colorado and the other in Maine. These individuals and their resorts regularly provide advice about all aspects of the two sports. Ski and Snowboard Specialists’ marketers have recently hired a major national advertising agency to assist in all aspects of the firm’s promotional efforts. The goal is to cast a wide net to attract and keep as many new clients as possible.

Explain how the company could take advantage of content marketing and/or native advertising.