Marketing is critical! Anyone that doesn’t believe it should look at the reduction in ski resorts over the last ten years. I fully believe that many of the resorts that are now gone were due to either cutting their marketing or not moving with the times to use new marketing channels.<\/p>\n
I know of two cases where the marketing department’s were eliminated and within just a few years, the resorts’ had lost more than half of their business. Clear Fork, OH (now gone) and Snow Valley, CA (still struggling to regain the level of visits they had in the 80’s).<\/p>\n
I fully believe it is the CEO’s job to find ways to cut expenses. Marketing is seen as an expense most times instead of an investment. That’s too bad. Because, the CEO’s that support marketing tend to run successful companies. I once had a Ski Resort CEO say to me that he saw marketing as critical as snow machines. He must know something, since he’s with Peak Resorts (which is still one of the more solid ski companies right now).<\/p>\n
I also fully believe that it is the marketers job to fight for marketing. Yes, we hear “no” constantly. That’s the nature of what we do. It’s what happens after we hear the word “no” that makes the difference.<\/p>\n
In case you haven’t noticed, I have a marketing bandwagon. I have carted it around with me for the last 13 years I have worked in the ski industry. In good times and bad it is where I go to find the fight needed sometimes to keep marketing relevant and forefront in resort management’s decisions.<\/p>\n
Why not jump on?<\/p>\n","protected":false},"excerpt":{"rendered":"
Marketing is critical! Anyone that doesn’t believe it should look at the reduction in ski resorts over the last ten years. I fully believe that many of the resorts that are now gone were due to either cutting their marketing or not moving with the times to use new marketing channels. I know of two … Continue reading Jump on my marketing bandwagon<\/span>