RECENT INSIGHTS
It takes 1/5 of a second for someone to form an impression of your site. In another 2.6 seconds, they will have located the content that interests them. In that time span of 2.8 seconds the user has scanned the page, made some judgments, and is ready to move deeper into your site. Or move […]
Nonsense, poopypants. True, in the earlier days of the web, when it came to big-ticket retail purchases online, a brand’s site could move the target deeper into the sales cycle, but closing the deal was out of the question. Items like luxury watches, premium appliances, and other high-end merchandise needed to be sold in person, […]
Of the 3 main ways to purchase a product or service – through a retailer (think of an REI store), an online-only marketplace (such as amazon), or directly from a brand (such as adidas) – which would you choose, assuming the price was the same in each channel? That’s one of the questions asked in […]
Did you hear about the Zoe Kravitz Super Bowl ad for Michelob Ultra? The spot uses the sounds of near-silence – whispers, tapping finger nails, carbonated fizzing – to draw viewers into the ad by their ears as much as their eyes. The auditory phenomenon Michelob was leveraging is called ASRM, or Autonomous Sensory Meridian […]
Greetings, ski resort marketers. It’s midseason. We hope you’re getting steady snow and that your most serious resort problems are related to lift-ticket lines, maxed out lodging, and instructors tired from teaching the a parade of new skiers to your slopes. But our advice at this time is: Avoid falling into a recumbent marketing state […]
Keep calm and market on. We all know Millennials relate emotionally to technology, embrace social media, deplore debt, value principles, and desire experiences over material possessions. But it’s time to go deeper – especially if you’re in an industry that’s struggling with the handoff of a generational baton. Like ski resorts. There’s been widespread concern […]
Sorry to say it, but it’s the little things Remember Westin’s Heavenly Bed program? It produced heavenly sales, both for Westin and Simmons. It led to the Heavenly Bath, and Delta’s Heavenly inflight bedding. The basis of its success was the realization that a consumer’s hotel experience comes down to a handful of small but […]
Be careful when serving up sustainability as marketing content Millennials like causes and communities. They’re environmentally sensitive. And they value meaningful experiences over material possessions. All of which indicates that destination brands seeking to grow a base of millennial consumers should position environmental values front and center, right? Not so fast. First, millennials are savvy […]
Ski Resorts’ Key To Millennials: Micromarketing Micromarketing used to mean tightly defined geographic targeting at the zip-code level. But we’re changing that definition as of this blog. Micromarketing in our view is also small-batch marketing, qualitative in focus, still tightly targeted but focused on small experiences – and it’s a great way for ski resorts […]
Think small picture: The migration to mobile Even though desktop and laptop sessions still account for the majority of actual travel bookings, mobile bookings are constantly on the rise. So yes, of course, mobile access to brand content should still be front and center in any destination marketing brand discussion of next year’s budget. Here […]