10


Winter 2016


CASE STUDY


MARKETING CASE STUDY: ICELANTIC SKIS


Downhill Brand Building Denver-based Icelantic Skis has thrived in a challenging industry by creating an honest-to-goodness community of devotees.


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At Denver-based independent ski manufacturer Icelantic, it’s not uncommon for company founder


Ben Anderson to answer the main phone line himself. Anderson began making skis in his parents’ basement more than a decade ago. Now in its 10th year, Icelantic is thriving, thanks to solid products that are made in the USA and building a personal connection with its consumers, the latter of which is evident in the founder’s phone demeanor: “Icelantic. . . this is Ben.” “Nowadays, you have to offer brand attributes


people can connect to—a philosophy, a look, a purpose,” says Annelise Loevlie, Icelantic’s CEO and a childhood friend of Anderson. “There are underlying psychological connections that people don’t realize.” Whether it’s by opening its doors and serving up beer and music on the first Friday of every month or throwing a winter concert, Icelantic has found original ways to personally connect with their core audience. “It took us a while—eight years, actually—to recognize that we can’t compete doing things the same way as the industry giants,” Loevlie says. Icelanticskis.com is the home base of


these efforts. In fact, the website footer reads, “Icelantic merges skiing and art, forging personal connections, building community, and providing opportunities to engage in nature.” Upon visiting the site, you’ll be invited to enter your email address and join the community. There isn’t much of a sales pitch, despite the fact that Icelantic is selling skis directly to consumers online for the first time this season.


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