RECENT INSIGHTS
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 […]
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 […]
A recent pro bono engagement with Mount Snow’s adaptive ski program reminded us of a few central (but not always visible) truths regarding the ski resort industry. And life in general. If ever there was an industry that needed to adapt to change, it’s the ski resort industry Climate change. The slow eclipse of Baby […]
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 […]
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 […]