Kramer Stephen Cornell University
5/12/06 Writing Seminar
Essay #6 The Marketing of Whitewater Rafting and Kayakng
Whitewater rafting and kayaking are two extreme sports intended for thrill seekers. Although the sports share similarities, they tend to be successfully "sold" in different ways. One successful kayaking manufacturer has relied on the name recognition of its owner, a kayaking champion. A successful whitewater rafting company has depended upon various traditional methods of advertising in order to grow.
When whitewater rafting, a group of people seated in an inflatable raft navigate down a river of rapids. A certified river guide is present and steers the raft through the treacherous waters. Participants use a one-sided paddle to navigate and are required to wear specific clothing and a helmet. Whitewater rafting is considered a hazardous sport and individuals must observe safety precautions throughout the trip. In the past, whitewater rafting was reserved mainly for people with prior experience. However, advancements have been made to whitewater rafting equipment and owners of whitewater rafting companies have been able to alter and expand their sales strategies to entice inexperienced individuals to sense the thrill of rafting down the rapids.
Whitewater kayaking is a hazardous individual sport in which one propels himself in a one-seat kayak through the rapids utilizing a two-sided paddle. Whitewater kayaks are constructed from plastic and are highly maneuverable. Like whitewater rafting,
kayakers must wear special equipment. In addition, kayaks have a covered deck and spray skirt to avoid water entry and create a tight fit for the kayaker.
A manufacturer of whitewater kayaks must market the sport of whitewater kayaking in order to sell its equipment. In his article, "Olympian Looks to Make Splash with his Kayak Designs in Rock Island, Tenn," Roger Harris discusses the marketing strategies employed by Eric Jackson, one of the worlds finest kayakers. Eric Jackson owns his own company named Jackson Kayaks, which builds kayaks. He markets his product in a most atypical manner, yet sets a goal each year to produce twice the number of kayaks he produced the previous year (Harris). Jacksons company employs no sales representatives and has no advertising budget. He advertises through his own kayaking skills (Harris). For example, Jackson recently took his family with him as he toured the country competing in kayaking tournaments and conducting classes that teach kayaking skills. "By continuing to compete and teach, Jackson keeps his name and his boats in front of the kayaking public. And he gets to shake a lot of hands" (Harris).
Jacksons name is strongly linked to the industry of kayaking, and it is understandable that Jackson hopes to sell his product by selling himself. Harris article mentions a customer who has great faith in purchasing one of Jacksons kayaks because Jackson is one of the greatest kayakers in the world and any kayak he builds or uses must be the best kayak possible. The customer is quoted in the article as saying, "I like Jackson Kayakss chances for success because Eric Jackson, from a name recognition perspective, is as good as any in the industry" (Harris). Jacksons marketing strategy is
limited and unique. However, his attempt at building his company may be successful based upon the publics recognition of the Jackson name and his remaining a worldrenowned kayaker.
The marketing of whitewater rafting has been handled differently from the individual efforts of Eric Jackson. Helen Masons article, "Whitewater Rafting Keeps ,,em Coming Back," discusses how one companys mix of advertising strategies resulted in the tremendous growth of the whitewater rafting industry in Ontario, Canada. There, the whitewater rafting industry was quite small until a company headed by a woman named Margaret Horton ran concurrent advertisements on television and radio, while she also attended numerous trade shows (Mason). Hortons company began to grow by word of mouth. She attracted additional business giving by large group rebates, free clothing with her company name, and raffle tickets for a free weekend at a famous Toronto hotel (Mason). Once the whitewater rafters were on the raft, she videotaped the trip and sold the tapes at the trips end. Horton reports, "Customers get a kick out of seeing their own expressions as they do the whitewater. Many buy copies they show to friends" (quoted in Mason). Photographs are also taken at various points down the rapids, which are sold at the end of the trip.
Horton further marketed her company by placing 1.7 million discount coupons inside a flyer. In addition, she advertised in a newspaper. She reported that "one little paragraph in the editorial section and our phones are ringing off the hook" (quoted in Mason). Mason believes the proximity of Hortons company to Toronto gives local
residents the opportunity to take a whitewater rafting day trip. She states that, "they could drive up from Toronto, enjoy the rafting, have dinner in one of the local restaurants, then return home late in the evening" (Mason). In order to entice the locals, she holds annual community days on which local residents receive cut-rate prices for specific days of rafting. Lastly, Hortons advertising strategy included themed weekends. Guests and river guides wear costumes and play assorted games, such as limbo, or have polo matches with stick horses (Mason). Clearly, Margaret Horton employed a wide variety of marketing techniques in order to build her successful whitewater rafting business.
The most recent way to "sell" whitewater rafting and kayaking in the United States comes in the form of a whitewater park. In "Water World," Andrew Park reports on a 307-acre whitewater park to be built outside Charlotte, North Carolina (Park). Jeff Wise, the entrepreneur who developed this park, plans to open in June. The whitewater park will host various professional competitions, but weekend warriors will also be welcome. Wise has built four routes of varying difficulty, with amateurs turning left and professionals turning right. The longest way to the bottom is approximately five miles, winding around eddies and huge boulders. The rafts and kayaks are collected in the lower pond and brought back to the upper pond by a giant conveyor belt (Park). Overlooking the man-made river will be restaurants, a coffee bar, retail stores, and a conference center for corporate retreats. Further, the United States Olympic team is preparing to practice at the park and competitions are scheduled to begin in 2007. This
whitewater park, the first of its kind in the United States, is a terrific advertisement for both the whitewater rafting and kayaking industries.
Whitewater rafting and kayaking are two sports designed for individuals in search of adventure. They are similar in many ways. However, certain owners of businesses for each of the sports have found success by employing very different marketing strategies. While Eric Jackson relies on his fame and ability to market his companys kayaks, Margaret Horton utilizes a wide variety of traditional marketing strategies concurrently to help her company develop and grow. Lastly, the first whitewater park in the United States is slated to open this June and is expected to boost both the whitewater rafting and kayaking industries.
Works Cited Harris, Roger. "Olympian Looks to Make Splash with His Kayak Designs in Rock Island, Tenn." Knight Ridder Tribune Business News [Washington] 27 Apr. 2004
http://proquest.umi.com/pqdweb?did=624330801&sid=3&Fmt=3&clientId=8424 &RQT=309&VName=PQD Mason, Helen. "Whitewater Rafting Keeps ,,em Coming Back." Northern Ontario Business Aug. 1985, Vol. 5, Issue 11, Section 1
http://proquest.umi.com/pqdweb?did=6018788&sid=4&Fmt=3&clientId=8424& RQT=309&VName=PQD Park, Andrew. "Water World." FSB: Fortune Small Business." [New York] Apr. 2006. Vol. 16, Issue 3 http://proquest.umi.com/pqdweb?did=1021548131&sid=5&Fmt=3&clientId=842 4&RQT=309&VName=PQD