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Branding
One Extra Reason: Squaw Valley’s Desktop Wallpaper + Calendar

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GREGG
BLANCHARD
       

“As a lover of simplicity, I like to highlight resort marketing that is both effective but incredibly simple in execution. This is one of those examples.”

When you ask someone about their retirement plan, they may mention their 401k contributions or IRA. Yet, look closer, and a 401k is not just one “thing”, it’s a combination of dozens, maybe hundreds of small, unique investments designed to yield a positive return.

I think we use the word “marketing” in a similar way, as if it’s a singular object.

Instead, marketing is made up of dozens, if not hundreds, of small initiatives which, combined, will bring about a positive result. Much of marketing isn’t taking giant steps forward, but rather small steps to incrementally improve each of those small initiatives or adding new ones to the mix.

Wallpaper Wednesday
TWsnow has been doing their weekly “Wallpaper Wednesday” for a while now. Perhaps influenced by Adam Hawes (who was at TWsnow for a while), Northstar has done the same.

So, thinking back to the first principle, how do you get someone to download and use more of your wallpaper images on their computer or smartphone?

If you ask Squaw, the answer might be to simply add a little bit of extra value to these images. In their case, by adding a monthly calendar.


Instead of just being a wallpaper, it’s also a calendar. This gives some people an extra reason to download and, after a few weeks, a reason to download another one to replace it.

Expectations
Will it double their sales overnight? Of course not, but that’s not how marketing works. It’s the many, small things that add up.

Like me, those who download these wallpapers may only see these images twice a day – once when they turn on their computer and again when they turn it off – but it’s the aggregation of many tiny initiatives that keep your brand, and it’s message, at the top of their mind: a powerful ally when they’re ready to plan a ski day or vacation.

Any small thing that can increase downloads helps move you closer to that goal. The Calendar may not help, only the number wills tell. But it’s the idea, the principle, that I like.



  • Users should every month download the new image and change the wallpaper or is there a way to automate this?

    • Daniel, there is a way to automate it on some platforms (like the PC) but not on others. Not sure hiring a developer to tackle that project would be worth the benefit things like this provide. Backgrounds provide a very small, incremental branding boost but probably not enough of one to merit much of the budget.

      • Daniel Hansen

        In addition to the cost/benefit factor, another benefit that would be negated with automation is that without automation, the person comes back to your website each month to get their updated calendar. What a great way to encourage people to return and check out your website.

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