Contact: Allison Capaldi / Indy Bishop Moosejaw 248.246.4015 FOR IMMEDIATE RELEASE Moosejaw Mountaineering Marketing Madness Moosejaw is pioneering a non-sensical marketing technique that actually works. MOOSEJAW Mountaineering, May XX, 2006 — When Moosejaw Mountaineering opened its doors in October of 1992, it may have been the first company to put fun and customer-involvement above everything else. When other companies are talking about the bottom line and consumer trends, Moosejaw is talking about what would be funnier, a Moosejaw bouffant cover or a Moosejaw super hero cape. “The madness is the most important part of Moosejaw,” said Robert Wolfe, founder of Moosejaw. “It differentiates us from our competitors and builds customer loyalty through interaction and entertainment. People can buy a jacket from anyone but no one can come up with the nonsense to make them laugh the way we can.” Entertaining the customers appears to be working, As of June 11, Moosejaw total sales are up 36% from 2005 to 2006 YTD and Moosejaw.com sales are up 49% YTD. All this comes at a time when other retailers are struggling to find something that works. “Everything we do has the madness in it,” Said Indy Bishop, Moosejaw’s marketing director. “Instead of just having a Father’s Day sale, we have the ‘Dad can I borrow $20 sale.’ All our catalogs, homepages, mailers, ads, stickers, and merchandise communicate our personality through the use of Moosejaw Madness.” The madness started in the first of six Moosejaw locations, but it is now the website www.moosejaw.com that acts as a catalyst for most of the Moosejaw Madness. “The Moosejaw Madness section on our websites receives the second largest amount of clicks on the site,” said Wolfe. “Lots of people come to the site to have fun and end up buying something. Most of the time the experience is so much fun, they tell 12 friends about us and then we end up entertaining them all.” You can post your own playlist, listen to the daily podcast, email in for dating advice or just read the daily remark under the madness section on the site. “If you are not having fun while shopping on our site or in one of stores, something is very wrong,” said Wolfe. Moosejaw Mountaineering, Inc. is one of the Midwest’s leading outdoor adventure retailers, offering the finest outdoor gear and apparel as well as some totally unnecessary nonsense guaranteed to make any day better. Based in Madison Heights, Mich., the company operates six locations in Michigan and Chicago and six websites, Moosejaw.com, theJaw.com, thaLowdown.com, Moosejawrewards.com, Adventurewatches.com, and CampMoosejaw.com.

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