Complexity.

It’s the opposite of my goal in virtually everything I do. Life, skiing, marketing, you name it.

So guess what word came to mind when I saw this tweet?

@KeystoneMtn hi! Is 210 a 2 day pass for all epic mountains or just keystone pic.twitter.com/LmzU1QbCVA

— daveenuh (@daveenuh) February 3, 2017

Someone is seconds away from buying $210 worth of lift tickets. But they’re confused, they’re stuck, and so they turn to Twitter for an answer.

And here’s the response they got.

@daveenuh Just Keystone! If u get a 3(+) day Keystone lift ticket, u can use up to 1/2 the days at these resorts:Vail, Beaver Creek & Breck

— Keystone Resort (@KeystoneMtn) February 3, 2017

Does this answer their question?

But, more importantly, does it solve their problem? No. They still don’t have enough information to buy.

Finally, Keystone writes back with this tweet.

@daveenuh @danaport 3 days gets you 1 at another resort.

— Keystone Resort (@KeystoneMtn) February 4, 2017

To be clear, this is not a slam on Keystone’s social, they did great given the constraints of the medium and complexity of the product they were trying to describe. Nor is this pushing a case for upping social monitoring.

Instead, it’s a case for avoiding this situation in the first place.

Because maybe if that person could have seen the benefits of buying 3 days instead of 2 instantly on their own, maybe if there was no confusion about prices or features or upsells or benefits, maybe if they could have just finished their order with confidence?

Well, maybe they would have.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.