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The active goaltender is your target market. Traditionally, pro exposure has been the dominant investment on the assumption that the tying of Premier NHL goalies to a brand would translate to grass-roots sales. This approach has had moderate success and distinguishes bigger manufacturers from small-to-medium sized players. However, today, every major plays this card and it has become clear that this card, by itself, does not fulfill the marketing objective. Sure brand awareness is important but each major brand has 100% brand awareness in the marketplace and, therefore, the effectiveness of pro exposure has plateaued. The solution is to tie this pro exposure to a multi-faceted marketing campaign which envelopes your target market.

How does one, ultimately, impact the grass roots? The answer is to show a commitment to performance improvement and prove that their products and services can fulfill this desire. Most leading equipment products are well designed and capable of meeting this requirement so it is the message that is key. This is where brand loyalty is derived. GDI has built a variety of marketing opportunities that gives you accomplish this precise objective.

Another important lesson is that while online marketing is cost effective and appealing, many consumers still like to have the product in their hands. A comprehensive GDI marketing plan surrounds the end consumer in all manners to ensure that your message captures their attention and imagination.

Use a combination of the following vehicles to hit your target with maximum precision:

The Goalie News

The Goalie News is the pre-eminent publication for the goaltending community. Published by GDI, the world leader in goaltender development and publisher of From the Crease, it is the leading source of goaltending coverage. News, ratings, league reports and power rankings are a just a few of TGN's departments. Throughout the publication readers will find important technical guidance and pro analysis. Special issues highlight annual events and important themes. The Goalie News does what no other publication can … reaches "active" goaltenders with pinpoint precision. Use dramatic print advertising to catch the attention of your target audience. Consistent and frequent exposure Placed directly in the hands of the end consumer Cost effective method of reaching thousands of goaltenders Leverage the clout of the industry's largest databases Advertising opportunities for every ad budget Provides a dove tailing effect with your pro exposure

GDI'S DIGITAL LIBRARY

GDI's enormous library of digital assets includes over 600 world-class technical drawings, 500 QuickTime video teaching clips, 10,000 instructional photographs and over 1,000 pages of leading technical editorial. Now, you can co brand this outstanding technical content to increase brand loyalty. From branded, online video instruction to sponsored online clinics, from GDI's email Tip of the Day to GDI's proprietary Online Coach, the opportunities are boundless. Outstanding branding opportunities Build brand loyalty Piggy back on the trust goaltenders have in GDI instructional content Direct your promotional messages directly to the end consumer Relate proper technical execution with your equipment's key performance attributes Provides a dove tailing effect with your pro exposure

GDINET

Quality content defines the roll of the web. Does your site provide quality and desired content? Does it provide what your end consumer truly seeks? Interaction, community and game improvement/analysis are the three critical elements to the goaltending consumer. Now, you can leverage GDI's new site and content by co-branding the content as yours. Want outstanding instructional applications to appear as though yours? With GDInet, you can select between three co-branding options to enhance your site with the "stickiness" that will, ultimately, make your web investments worthwhile. Maximize your web investment by providing world-class content to your site visitors Improve the stickiness of your site, as all GDInet members must login from their originating site Generate advertising and marketing credits for further marketing opportunity Maintain or enhance your competitive advantage Provides a dove tailing effect with your pro exposure

GDI eNews

The advent of technology has had a dramatic impact on all facets of business. GDI provides affiliates with the opportunity to reach thousands of goalies on a daily, weekly and/or monthly basis. With over 15,000 opt-in subscribers, GDI provides the perfect opportunity to send your marketing message direct to the "active" goalie market. Clickable links and banners drive traffic direct to your site Thousands of brandings, thousands of impressions Due to the niche and specialized nature of the goaltending market, huge click through response Provides a dovetailing effect with your pro exposure

If you have any questions regarding advertising opportunities please contact Deborah Clark at (972) 317-5447.