I’ve talked about products this week and I’ve talked about segments. Today, it’s time to talk about ads and channels.
Specifically, I want to talk about the Facebook Ad boycott.
Aspen Skiing Company is using the next month to pause and stand with @NAACP and @ADL to #StopHateForProfit, pending @Facebook addressing the spread of hatred, disinformation and fear on its platform. pic.twitter.com/K34MaJHDnX
— Aspen Snowmass (@AspenSnowmass) June 23, 2020
On the one hand, maybe it’s just a handy way to get some good PR and save a few bucks. On the other, I think it’s a great opportunity to think differently about marketing dollars.
And where could those marketing dollars go? I’m glad you asked.
On the Inntopia Partner Services call this morning, Trevor (our CEO) made a really good point (forgive me Trevor if this isn’t word for word):
“With drive markets being so critical, I’m really curious to see if some of these dollars end up going to into local economies.”
As a lover of small towns and small businesses, I loved this idea. And it’s one I’ve highlighted before.
Remember how Jay Peak featured all the cool other stuff to do while in the area? Favorite bars and activities and hotels and such were all part of a simple, but awesome “On the way to Jay” campaign.
And don’t get me started on Seven Springs’ annual shop tour. It’s one of the smartest marketing traditions out there that builds an amazing amount of community and goodwill in their local markets.
We had a great turnout for our final stop of the night at Burton in Grove City. Thanks to everyone that met up with us today! Ohio Tomorrow! pic.twitter.com/T4RAupDXeU
— Seven Springs (@7SpringsPA) October 26, 2017
A Content Idea: Two Lists
I would love to see the focus of these ad dollars shift not just to other channels, but to local communities.
Why not try something like this. Take some strips of paper. First, make a list of content types or ideas that you and your team like and set those strips into a pile. Things like:
And then make a list of local businesses with some sort of marketing presence and/or reach and set those in another pile. Stuff like:
And then mix up each pile and start drawing one slip from each pile and see what you come up with:
YouTube collab with that famous coffee shop in the city an hour away
How I built this interview with the oldest hotel in town
Instagram takeover by the new startup founder who brought her team up here last year
Forgive those mediocre lists, but I think you get the idea. Do something that gets you to see more opportunities within your local markets even if it’s as simple as a content play like those random combinations above.
Then start to experiment. More than ever, these local communities may need to rely on one another during the upcoming season. And if some of those ad dollars could help both of your boats rise together instead of propping up Zuck’s balance sheet?
Well, maybe worth a shot.
Thoughts? Ideas? Feedback? Comments are old-school, click here to grab a 15 minute slot on my calendar and let's chat.
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