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Inspiration
This guest review from Smugglers Notch is a really strong message.

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GREGG
BLANCHARD
       

Before we jump in, a quick recap about where my head is at on things.

Simple version is that I think it’s really, really important that we start surveying guests and understanding how big three important segments are:

  • Group 1 – Normals: People who are doing normal things regardless of the risks or numbers.
  • Group 2 – Possibles: People who will try to do normal things if they feel safe enough.
  • Group 3 – Nevers: People who won’t do normal things, even if safety precautions are taken.

Because, from a marketing perspective, the only group we need special marketing for is Group #2. Group #3 is a lost cause, Group #1 will respond to normal marketing messages.

The size of that second group and the things that may get them off the fence are the keys.

First COVID Hotel Stay
Speaking of which, let me share a quick anecdote.

I’ll be staying in a hotel on Thursday night for the first time since COVID arrived. Among the things that made me comfortable were, a) an overview from the hotel about the changes they’d made to keep guests safe and b) this simple review that backed up their claims.

“Nice job of being aware of coronavirus issues for travelers. Excellent precautions taken.”

Every resort has been talking about the changes they’re making and they’ve been extremely smart and creative in doing so.

But, man, it’s tough to beat a real human saying that you’re not just talking the talk, but walking the walk.

Smuggs
A recent guest at Smugglers’ Notch said this very thing and I tip my hat to Smuggs for sharing it with the world.

This is the kind of message that can convert those “Possibles” – however large that group is.

If swaying that group becomes a key strategy for you, I can’t help but think that finding and sharing stories like this – especially those aligned to the reasons a “Possible” may or may not come – will become increasingly important this year.

Smart move, Smuggs.


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