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RECENT INSIGHTS

Millennials and Sustainability: Handle with care. blog image

Millennials and Sustainability: Handle with care.

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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 […]

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Healthcare Marketing Ethics: A Checkup blog image

Healthcare Marketing Ethics: A Checkup

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Ethical healthcare marketing has to answer tough questions When does targeting become an invasion of privacy? When does doctor advertising become doctor advocacy? When does information sharing become marketing? As consumerism presses deeper into healthcare, competition is increasing – and marketers will naturally want to create content that’s more aggressive. Here are a few reminders […]

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Ski Resorts' Key To Millennials: Micromarketing blog image

Ski Resorts’ Key To Millennials: Micromarketing

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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 […]

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Degrees of Difficulty: Looking at Online College Personas blog image

Degrees of Difficulty: Looking at Online College Personas

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Understanding online degree-seekers We recently conducted a research study of student personas for a leading, nonprofit, online college headquartered in the northeast (formerly part of the SUNY system). The results reveal 8 distinct types of online students (which scale up to larger groups of potential students), each with differentiating life challenges and personal characteristics. While […]

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7 Mobile musts for traveler marketers. blog image

7 Mobile musts for traveler marketers.

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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 […]

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Some marketing advice on TripAdvisor blog image

Some marketing advice on TripAdvisor

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Say hello to the 800 lb primate Leaders at DMOs have a TripAdvisor problem. Namely, What To Do About TripAdvisor. Strong annual growth and $1.25+ billion in revenue commands our attention, as does TripAdvisor’s 455 million average monthly unique visitors and its $620+ million annual ad spend. But perhaps the most telling stat about the […]

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