There’s no doubt about Vail, Colorado attracting skiers all winter long, but what happens when the snow’s gone? The marketing doesn’t stop. Seasonal marketing is critical for many businesses that have a definite seasonal draw, but Vail’s ambitious campaign is getting a lot of attention because they’re not marketing skiing. They’re marketing health, fitness and well-being to an audience the Neilson research company calls “flourishing families,” active families with kids, disposable income and the desire to travel for new experiences.
Vail is doing what successful, but seasonal businesses must do—identify who their market really is, hint: it’s not as simple as “skiers,” but is actually a broader segment of people who enjoy an active and healthy lifestyle. Look past who your customers appear to be, and find out what their values really are. If you’re selling gardening supplies, chances are a large part of your customer base likes the outdoors, or birds, or getting close to nature. Look beyond the obvious and, like Vail’s marketers, find the core values of your customers and consider those in your marketing mix as well.
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