RECENT INSIGHTS
Ski resorts just keep on building In our experience serving ski mountains, successfully launching slopeside condo developments means using pre-sale tactics to get out of the gate correctly. Here are 5 ways that ski resorts can optimize pre-sales activity and build momentum. 5 pre-sale digital best practices The bar is set high Luxury real estate […]
Digital advertising for ski resorts: Lots of work, little return The problems with digital advertising are well known to ski resort marketers. Too much waste. Endless adjustments to control messaging, promotions, and offers. Inconsistent branding. Plus managing content delivery on multiple ad platforms (search, display networks, YouTube, social media, and others). But many resorts rely […]
Reminder to ski resort marketers and decision makers: Noah built the ark before it rained. So, in the interest of good planning, we thought we’d remind you of 5 tasks to handle before it starts to snow. 1 – Audit website ecommerce Ecommerce audit. Assess the UX for your 5 most important types of transactions. […]
Google’s Performance Max (or PMAX to its friends) may be accused of having a name that promises a lot, but it’s earning a reputation for delivering on what it promises – and this is good news for ski resorts. How PMAX works Unlike traditional Google campaigns, PMAX leverages Google’s AI to deliver ads across Search, […]
By now, ski resort operators know the truth: Around 70% of all online shopping cart transactions are abandoned. That number reaches 80% for tablets and 85% for mobile devices; the smaller the screen, the bigger the bounce. And while there’s no specific cart abandonment rate for ski resorts, there’s every reason to assume that they’re […]
Approximate reading time: 2 minutes Much has been written regarding Millennials (aka Gen Y) and their relationship with skiing. But if you’re a marketing director at an independent mountain who thinks skiing will be around for another generation or two, there are opportunities afoot. It’s time to understand how to attract Gen Z to your […]
Approximate reading time: 2.5 minutes Michael Vigeant is the CEO of Great Blue research. He’s a 25-year veteran of consumer and B2B research and a longtime ally of drinkcaffeine. He knows things. That’s why we interviewed him. DC: What should brands know about research right now? A: Research is not an external function or luxury. […]
The ski industry landscape has been changing rapidly for many years. Yet many resorts continue to market themselves mainly as places to ski, and mainly to skiers. Messages center on snow and conditions. It’s a workable strategy – as long as there’s plenty of snow. The pandemic, because of its impacts on disposable income and […]
As video conferencing has become a primary means of communication, there’s a new space ready for branding. And it’s right behind you. Zoom Virtual Backgrounds are useful for a number of reasons. They can increase a sense of professionalism, block out distractions (or messes!), and work as an icebreaker. Here are a few things to […]
Who’s there? Someone entering your website. Someone entering my website who? Someone entering your website doesn’t use the home page. It’s no joke. While many marketers still think of their home page as the front door to their site (and, perhaps, the foyer), in reality visitors are getting more and more accustomed to entering sites […]