The Jonathan version
Encourages a formalized approach
Nordic Areas really need to start spreading out beyond Nordic skiing
The structure: Process a mindset and a Product
Jonathan outline a few key marketing Principals:
- Define what business you’re in ( are you just a ski area or are you a hospitality area offering many activities
- Aim to persuade more guests to stay longer and try more activities
- Begin your planning with research
- Concentrate on Guest Benefits – think in terms of “you” vs. “we”
- Define your image in 7 words (doge-friendly, fun, professional, family oriented etc.)
- Set yourself apart – expose that differentiating elements of your business
He had a few handouts that I hope to get my hands on. One interesting one was the Seven Marketing Plan Elements:
- Goal Definition
- Benefit Definition
- Target Market
- Methods to reach those markets
- Identity definition
- Positioning (tag line)
- Budget
