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Video
The smart strategy behind Buck Hill’s recent promotional post.

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GREGG
BLANCHARD
   

No matter how much fun content your resort shares, there’s always a decent percentage that is promotional. The kind of stuff that might entertain along the way but the destination is getting people to do or buy something specific.

It’s that kind of content I want to cover today specifically when shared using video.

A lot of the promotional posts I see from resorts are presented from the perspective of the resort. The usual spokesperson – maybe as part of a weekly update or list of events – gets on camera and in an energetic voice says something like:

This weekend is our 25th annual tent sale! We’ll have hundreds of skis and boards to choose from in sizes for the whole family. Come save hundreds on the gear you need to have an awesome winter at Templeton Mountain Resort.

As you read that I’m sure you can picture the on-camera personality at your (or a nearby) resort succinctly delivering this narration. And, honestly, it does a great job of getting the message out.

What I want to do today is show you a pivot that Buck Hill took with this strategy that really stood out and resonated with me in ways that many of those other approaches haven’t.

Here’s the video.

Instead of telling me to come to the tent sale, they simply told me why other people came to the tent sale. And they told that story through that person’s eyes.

This is a small tweak, but I think it’s one that holds much more potential than some marketers give it credit for. Because not only does this help the message stand out, it helps the message sink in. It helps the viewer live vicariously for just a moment through the eyes of a person like them. It gets them to not just hear the message, but feel for a second what it might be like to act on the message.

A small thing? Yes. But given the competition for attention and action? It’s a solid strategy.

Nice work, Buck Hill.


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.

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