RECENT INSIGHTS
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 […]
In the past, Connecticut needed therapy. Somewhere along the way, flanked by 2 world class cities, CT became a 2nd class state. The Atlantic did a nice job explaining why. So let’s face the music. Connecticut has been the smart, attractive one (Yale, an educated workforce, bioscience, household income) who has some really troubling personal […]
Marketers often sit atop a mountain of content. Some of it is very valuable, some not so much. Which is why it’s a good idea to delineate categories as you develop content marketing to fulfill inbound interest. Plus, going forward, having a clear idea of the value of different types of content will keep you […]
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 […]