The ski area business is tough. Bad weather, high operating costs, and most importantly, old school thinking, make it hard to make a buck. But we don’t like hiking, so it’s important to us that ski areas stay in business. We’ve come up with a few suggestions to really improve the marketing of any given resort.
Never give out free tickets. It doesn’t matter if it’s a company shooting their ad camp for the next calendar year, or a video production company filming for a major release, giving away free tickets will make you look weak! Pretty soon EVERY ONE will be expecting to get free tickets just because they are going to give you free promotion on their blog. If someone complains and points out it costs you basically nothing to give them a ticket, blame the Forest Service, even if you are not on National Forest Service land.
When you get bad publicity, send an angry letter. It’s good to forward around the offensive material around the office first and get some other input. That way you’ll have a solid chain of anger to show the offender.Â Nothing will shut people up like showing them exactly how far your head is up your ass.
If someone does decide to shoot at your resort, do whatever ever possible to ensure they don’t get good shots. Figure out where they are filming from and stick a banner or flag right in their way. This will make them realize who is boss, and they will likely give you all the shots, as they will be useless for anything else.
Be very afraid of new media. People who use things like Twitter are the same ones who have started snowboarding in the streets. You want nothing to do with them. You’ll find the most success dealing exclusively with the daily newspapers.
If you follow these simple steps, you’ll be sure to keep your resort stocked with paying guests, (at least until they turn 70 in a few years.) Better yet, you won’t have to worry about a ton of snowboard-types messing up your base lodges and scraping off all the snow. If you are still having trouble with your marketing strategy, be sure to check out handy our marketing glossary and some successful examples as well.