RECENT INSIGHTS
The idea is this: Buying a boat sucks. Before anyone takes the helm and feels the wind in their hair, there’s a mountain of variables to navigate: make and model selection, financing, insurance, transportation, storage, usage…and don’t forget the life jackets. The point: Keeping a lead in the sales funnel is hard to do. Small […]
Keep calm and market on. We all know Millennials relate emotionally to technology, embrace social media, deplore debt, value principles, and desire experiences over material possessions. But it’s time to go deeper – especially if you’re in an industry that’s struggling with the handoff of a generational baton. Like ski resorts. There’s been widespread concern […]
Power boat OEMs fear Millennials, and they should. According to Boating Industry, affordability is a top 2018 concern for OEMs (and it has been for years). When it comes to Millennials, concerns about cost of boat ownership are justified. Millennials remember the meltdown of 2008 and are skeptical of chronically costly activities involving debt and […]
Sorry to say it, but it’s the little things Remember Westin’s Heavenly Bed program? It produced heavenly sales, both for Westin and Simmons. It led to the Heavenly Bath, and Delta’s Heavenly inflight bedding. The basis of its success was the realization that a consumer’s hotel experience comes down to a handful of small but […]
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 […]
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 […]