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NEWS & OPINION
Putting a Positive Spin on the Snowmobiling Community
Posted: 8/14/2005
Is Snowmobiling a sport or something else entirely?
Salt Lake City, UT - Ed Klim is the President of ISMA, the International Snowmobile Manufacturers Association, and he has a new project. It's not the newest and best snowmobile coming out next year or how to get more people in to retail outlets seeking the newest winter sports equipment. Klim is planning a marketing campaign to change the snowmobiling image, and the way it's perceived by those outside the sport.
"Image is public perception," Klim told the group of vendors, manufacturers and enthusiasts gathered in Salt Lake City for the 37th Annual International Snowmobile Congress. The focus of the congress is to further inform retailers and snowmobile enthusiasts about the evolving nature of the sport, along with safety issues and economic concerns. But for Klim there was an even more important aspect that needed to be discussed, taking his speaking opportunity to focus on how people outside of the community portray snowmobilers; whether as bystanders or environmentalists wanting to close lands to riders. That portrayal isn't necessarily a positive one. Klim is crusading to change that picture.
Snowmobiles, and off-highway vehicles of all kinds, have been under scrutiny over the past decade by environmental groups. A "make no compromise" stance by such groups is aimed at substantially reducing access to public land, if not completely closing it. According to Klim it is not just a public land issue, but a public relations matter as well. Putting a positive face on the snowmobiling community is his call.
"Why do people snowmobile? To get outside, be with their friends and family, enjoy the scenery, relieve stress and get time by themselves." He posed several questions to the gathering throughout his presentation, challenging the perceptions of even the manufacturers of snowmobiles. "Is snowmobiling a sport?" his voice echoed around the auditorium. His conclusions were that it's more than that. "Most snowmobilers are doing it as recreation...as a lifestyle choice for a winter activity."
In order to highlight this fact, ISMA produced photos for snowmobiling showing it as a family oriented activity. The pictures were shot in Utah and will be used in upcoming promotions across the country. Klim also presented three new television spots, which will be aired and available for use by state and provincial organizations, to promote the snowmobile lifestyle. Tools like this, Klim pointed out, were exactly what the snowmobile industry was in need of; something to show snowmobilers for who they truly are: average people out for a day of winter fun with their families, participating in a lifestyle of their choosing.
It is hoped through this Congress that changes in the public perception of snowmobiles will lead to the introduction of more people into the sport, and finding the joy of riding with their loved ones, all coupled with the right attitude toward accountability and good stewardship.
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