RECENT INSIGHTS
(And How to Manage Each One) You’ve been in the meetings. Someone on your team won’t stop talking about the latest AI prompt they discovered on TikTok over the weekend. Someone else hasn’t opened ChatGPT once. And somewhere in between, the rest of your team is trying to figure out where they stand. After delivering […]
Approximate reading time: 2.5 minutes At this point, everyone and their mother has started using ChatGPT and made other attempts to start using AI tools within their organization. Yet most organizations take a tactical approach to their entry into AI. They try the latest solution that was pitched to them, or test out the most […]
Approximate reading time: 2.5 minutes Most of our clients have mastered prompt engineering—crafting effective queries to get better AI responses. But the real competitive advantage lies in the next evolution: context engineering. What’s the difference? Why Context Engineering Matters: Think of it as the difference between hiring a consultant who asks good questions versus one […]
Ski resorts just keep on building In our experience serving ski mountains, successfully launching slopeside condo developments means using pre-sale tactics to get out of the gate correctly. Here are 5 ways that ski resorts can optimize pre-sales activity and build momentum. 5 pre-sale digital best practices The bar is set high Luxury real estate […]
Digital advertising for ski resorts: Lots of work, little return The problems with digital advertising are well known to ski resort marketers. Too much waste. Endless adjustments to control messaging, promotions, and offers. Inconsistent branding. Plus managing content delivery on multiple ad platforms (search, display networks, YouTube, social media, and others). But many resorts rely […]
Reminder to ski resort marketers and decision makers: Noah built the ark before it rained. So, in the interest of good planning, we thought we’d remind you of 5 tasks to handle before it starts to snow. 1 – Audit website ecommerce Ecommerce audit. Assess the UX for your 5 most important types of transactions. […]
Google’s Performance Max (or PMAX to its friends) may be accused of having a name that promises a lot, but it’s earning a reputation for delivering on what it promises – and this is good news for ski resorts. How PMAX works Unlike traditional Google campaigns, PMAX leverages Google’s AI to deliver ads across Search, […]
While the dialogue between ChatGPT and the marketing world continues to evolve, it’s a good time to note that some age-old principles are still in effect, namely GIGO aka Garbage In, Garbage Out. If you ask a stupid question, you know what to expect in return. And if you ask ChatGPT (or any AI platform) […]
AI erodes confidence in text and images We all know that artificial intelligence can draft copy and iterate images at an alarmingly fast rate. Raise your hand if you haven’t checked out ChatGPT. But AI’s ability to fabricate copy is making a growing number of consumers ask questions such as: “Is this authentic?” “Can I […]