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The clever combo within Seven Springs’ latest series.

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This is one of those anecdotal things. Those bits of marketing that speaks to me directly and, so being, stands out from the hundreds of other bits of marketing I see every day. And I see it as:

  • A wimpy person.
  • A person who has never done a mud run.
  • A person tempted by mud runs.

Let me start by showing you the messages.

This series from Seven Springs is called “Mud Tip Monday” and it checks three complimentary boxes in a really slick way.

#1) Promotes the Event
First and foremost is a recurring campaign that keeps the event in front of their audience. Every week there’s an opportunity to inform and remind Seven Spring’s owned reach that a really cool event is coming up.

#2) Removes Uncertainty
And by showcasing individual pieces of the race it also removes uncertainty. And I say this as someone who appreciated this aspect. I’ve been intrigued by these races, but would I be getting in over my head being the wimpy person I am? The answer, in my case, was no, everything looks difficult but doable.

#3) Gets More People Willing to Try
But because they’re also showing how to prepare for these obstacles, it helps those on the edge (which I still am) a way to feel more confident if/when they pull out their credit card and register.

I really, really like this content that, with an extra dose of creativity, checks multiple boxes at the same time.

  • Some content would promote the event.
  • Some content could help remove uncertainty among never-evers.
  • Some content might sway those on the fence to try.

But by keeping all three pieces of content in mind during planning and building it into a recurring, weekly series, Seven Springs is checking all three boxes on a recurring basis all the way up until the event.

Good stuff.

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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