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Taking the Dive for Water Sports
April 07, 2008
Water sports equipment evokes adventure and daring in any program
By Edward Schmidt, Jr.
If you think all the new gift items on terra firma are great, wait 'til you see what's available for water sports enthusiasts. When the occasion calls for something that conveys adventure, daring or just plain old-fashioned fun-in-the-sun, water sports equipment is the award that delivers in high or low tide. "For people who love any type of recreation as long as it's on the water, a water sports gift is valued because it has the perception of being very personalized," says Larissa Mendenhall, director of individual awards at ITA Group, a performance marketing company based in West Des Moines, Iowa. "The list of options is seemingly endless."
For high action and big impact, items like kayaks, windsurfers, sailboats, water-ski equipment, and snorkeling and diving equipment are desired by people who enjoy spending their recreation time on or in the water. Perhaps an accessory gift is more applicable? Waterproof watches, binoculars and cameras will put a smile on the face of a water sports enthusiast.
"Water sports equipment is showing up in more incentive catalogs, because it expands the outdoor products area into an appealing niche category," says Ed Spengeman, special markets manager for Louisville, Ky.–based Modern Marketing Concepts, an incentive merchandise fulfillment company that works with Connelly Water Sports, which has a product line highlighted by water skis, wakeboards and life vests. "We've carried water sports equipment for more than fifteen years, and we've found the appeal is that it's a whimsical choice for the recipient, something they might not ordinarily buy for themselves." Besides inflatable tubes, combo skis and slalom skis, Spengeman says life vests are a hugely popular item.
Bass Pro Shops, which touts itself as the world's leading supplier of outdoor gear, has superb incentive/reward programs. Among its services are personalized merchandise, gift cards redeemable via catalogs, Web site or retail stores and full-service event and incentive support. A cursory look at Bass Pro Shops' vast water sports product inventory reveals pool toys, inflatable boats, canoes, kayaks and towable tubes, to name a few.
Motivation Excellence, an incentive fulfillment company in Schaumburg, Ill., devotes two pages of its Great Outdoors catalog to water sports equipment, displaying inflatable boats, tubes, kneeboards and an inflatable kayak package. "Our strongest catalog, not surprisingly, is electronics, but when program participants want something they feel passionate about, for instance, water sports, we offer that, too," says Michelle Lien-Burdick, a merchandise buyer for Motivation Excellence. "For people who live on lakes or near the water, it's a great incentive reward."
Inflatable Craze
As eco-related activities have increased in popularity with meeting and incentive programs, water sports equipment is evolving as a valued incentive gift. One of the fastest growing water sports in the United States is kayaking. Participation is up, because people are beginning to use kayaking in various ways—surf kayaking, kayak fishing, whitewater kayaking, touring and racing. "Kayaking has become popular, because it's fun and easy for all types of people to get involved," says Dolores Lane, special markets coordinator for the premium and incentive division of Stearns Inc., a 60-year-old, Sauk Rapids, Minn. company with a product line that includes inflatable boats, kayaks and canoes. "For incentive gifts or prizes, inflatable kayaks are preferable to hard shell, because freight costs are low, inflatables are easy to transport, and they're ready to set in the water once inflated." Retail prices for inflatable kayaks range from just under $200 to more than $1,400.
"American Express uses our water sport products in a points/rewards program," says Lane. "Anheuser-Busch has used our products over the years for various programs, such as dealer loaders and display enhancers as well as catalogs that go out to consumers."
For non-traditionalists, Lane says two new products are worthy of consideration: The Sit-On-Top kayak has a similar hull shape to its traditional counterpart, but the user does not sit inside the hull. Paddlers with large body types, long legs or limited flexibility feel less confined paddling a Sit-On-Top. In addition, there is no risk of being trapped in the boat if it tips over; consequently there is no need to practice rolls or wet exits. For those who don't like sitting, Lane says the hottest new item to hit the market is the Stand Up Board, which is similar to a surfboard, but this hybrid allows for using paddles.
Inflatables are also appealing to less daring types who seek laid-back adventures in their home swimming pool. Stearns, through its Sevylor brand offers a lengthy list of inflatable pool items, such as the Contoured Lounger ($32), Bean Bag Chair ($27) and Cape Cod Pool Chair ($48). "Recently, Coca-Cola used an inflatable cooler with a tray and pool mattress for one of their rewards programs," says Lane.
Waterproof Gadgets
For planners who want the sizzle of an electronic gift with a water sports twist, Dana Slockbower, director of marketing for Rymax Marketing Services Inc., an incentive and merchandise company in Pine Brook, N.J., suggests products that can be used on or off the water. One of her favorites is the Skullcandy Bully (MSRP $199.95), a waterproof watch with a full 1 GB MP3 player, inlaid diamonds and audio functionality. She also touts the Celestron Outland Waterproof binoculars (MSRP $114.95), featuring multi-coatings for high-resolution images, a rubber covering for a secure grip and a fog-proof and waterproof design.
"We go to great lengths to identify the demographics and desires of the recipients," says Slockbower. "While the person might express a love of water sports, you have to inquire more to discover what really excites them. If they're enamored with electronic gadgetry, there are many products available that can be used during their favorite water sports."
To digitally capture exploits like kayaking through churning white water, windsurfing on high waves or wakeboarding behind a speeding boat, the underwater digital camera is a hit with water sports enthusiasts. The waterproof cameras range in price from $200 to $500. Among the more in-demand models are the Olympus Stylus 720, Pentax Optio W20, SeaLife ReefMaster and SeaLife ECOshot.
Suffice it to say, not everyone loves the water, but for those who can't get enough of the ocean, lake or swimming pool, a varied selection of water sports equipment for incentive gifts will motivate, excite and energize the recipient.
Send comments to incentivemagazine@nielsen.com.
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