January 3rd, 2017 in Spring, Travel, Winter

Ski Your Way to Winter Sales

Last winter’s mild temperatures had an impact on ski related revenues, but not as much as you might expect. According to the National Ski Areas Association, despite lower than normal turnout, 53.9 million ski visits still occurred in the 2015/2016 season. Imagine what a more typical winter – like we’re expecting in 2017 – can generate? In Colorado alone ski sports translate into $4.8 billion of economic impact.

Ski enthusiasts represent tremendous opportunity, and not just for mountain resorts. Ski patrons represent significant revenue opportunity for brands of all types.

  • RETAILERS: Highlight winter sports-related clothing, equipment and gear for active shoppers looking to maximize opportunities to ski, snowboard, skate, and even snowshoe.
  • AUTOMOBILES: Ski season is the perfect opportunity to showcase car features designed for winter travel, promote snow tires, and tout routine maintenance services that keep cars safe and secure.
  • CPG: Skiers need to stay hydrated and well-fueled for their days on the slopes. Wind and sun exposure can also dry skin providing a good opportunity for promoting skin care products.
  • TRAVEL: Target winter sports enthusiasts with ski resort destinations and packages.
  • ENTERTAINMENT: After a long day on the slopes, skiers are looking for cozy restaurants, festive music, and other forms of nighttime entertainment.

Marketers can create effective skier campaigns by keeping these tools in mind:

  • Implement hyper-local campaigns that take into account local weather conditions for optimal campaign timing, image selection, and promotional offers. Brands like The North Face know that leveraging skiers is most effective when targeted alongside local weather context. With smart targeting, The North Face drove 1,300 sales and more than 300,000 engagements in a single campaign. Marketers of all types of products and services can similarly align messages to local weather context and reach consumers who are in a winter wonderland state of mind.
  • Skiers are obsessed with the weather. Nearly two-thirds of visitors to major North American ski resort websites also visit The Weather Company’s digital properties. Ski reports are the perfect contextual advertising opportunity.
  • What is the one thing skiers carry on the slopes besides skis? Their mobile device. Use precise geo-fence technology to target ski enthusiasts. Tempt them with mouth-watering food, festive entertainment, and other activities that will turn a day on the slopes into an adventure they’ll never forget.

Start skiing your way to sales today!

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