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How does McIntyre tout their strengths? The same way you do.

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GREGG
BLANCHARD
       

A few weeks back I talked about a tactic Jackson Hole used to convey their biggest, more impressive stats. In a sentence (or two):

“A number tells one piece of the story and a video tells another. Combined, however, the build on each other to give the viewer extra reasons to care and answers to the why and what.”

Number are something big resorts rightfully lead with front and center. You know the ones I’m talking about:

  • Acreage
  • Vertical feet
  • Number of trails
  • Elevation
  • Number of lifts

The further East you get, the more you’ll see snowmaking stats on that list.

But regardless of their geographic location, as resorts get smaller and smaller, you tend to see fewer and fewer numbers headlined by the marketers behind the scenes.

Double Take
McIntyre looks small on a trail map and even smaller in person (at least in summer when I stopped by). So when I was browsing their website recently I was a bit surprised to see a set of five numbers boldly and proudly displayed midway down their homepage.

Think about the message each of these numbers send.

  • 40,000 lessons: they are really really good at this
  • 8,000 students: thousands of people like you are learning to ski
  • 300 professionals: you’ll be in good hands if you give it a try
  • 200 vertical feet: there’s plenty to ski but nothing to be afraid of
  • 47 years: skiing isn’t a fad, it’s a part of the local community

When you think about the people McIntyre is trying to convert into skiers, this is an awesome approach.

And it’s a great reminder that specificity and numbers sell, but you don’t have to have Jackson Hole or Park City level stats to take advantage of that strategy.


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