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Season Passes (All)
Selling a Resort Product Doesn’t End When Skiers’ Cash Hits Your Bottom Line

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That headline could take us two ways. On the one hand, we could talk about helping the guest have the most awesome time ever on your mountain and providing the value they expected with the transaction took place.

A worthy topic but one I’ll save for another day.

Instead, I want to highlight something Liftopia is doing with The Mountain Collective that, from my perspective, is accomplishing three goals.

The Tactic
As I often say, the idea is simple. Send a few skiers on a trip to use the new Mountain Collective pass and let them chronicle the journey:

In other words, they’re telling the story of using a very specific product.

Benefit #1: Reminder to Use
For those that considered buying a pass this year but decided against it in the end, reading the story of the people who did buy could help tip the scales when sales start up next season.

Benefit #2: Highlights the Product
A sales page can only say so much about a product. Documenting the story of using a pass is some pretty dang valuable content. I see no reason why a link to “read about the adventures of last year’s passholders” wouldn’t be a solid addition to the sales page in 2013/14.

Benefit #3: Reminder/Inspiration to Use
If I buy a pass but fail to use it, the likelihood I’ll buy it again (or have something nice to add to the convo when sales start back up) is small. This tale might remind a few people of what they bought and inspire them to make final plans to put it to use.

Smart Move
As a principle, I really like the idea of documenting how a specific product is used, especially if it is sold every season. The money might be in the bank, but three groups – those who will hear about it next year, those that didn’t buy but considered it, and those that did – are still in the sales funnel.

Whether that’s a season pass holder, family that took advantage of your stay “3 nights get 1 free” promotion, or a first timer on a lesson, creating unique, quality content around the experience of specific products is a tool I’d love to have on a sales page.

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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