SAM Coverage
Marketing
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The Cruelest Month: Casualty Vs. Longevity
A guide for marketing department employees on how to keep their jobs. This piece notes the high rate of turnover in the marketing staff…
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Consumer Ski Shows- Sell, Sell, Sell
An interesting look at how ski areas plan to attend and sell at the consumer ski shows. Approaches range from non-involvement to a full-bore,…
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Ski Resorts To Mine Trademark Gold
A look at the licensing agreeement between World Wide Ski Corp. and Green Fields, a logo merchandiser. The two have formed the World Wide…
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Snowboard Marketing
An examination on how the rules of marketing are changed when trying to market to snowboarders, based on the assumption that snowboarders do not…
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The Year Of The Ski Guide
A review of this years crop of new ski guides. Included are: Peak Ski Guide, The Insider’s Guide to Skiing The East, and the…
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Radio Redux
A SAM survey of 50 areas that use radio advertising. Here are the results along with tables and charts. Topics covered include: who buys,…
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‘Loaf On The Net
An historical look at the growth of traffic on Sugarloaf USA’s web site. A good look at the inception of a site and how…
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Age Group Marketing
A review of the 20th annual Ski Travel Symposium in California, where marketing to aging baby-boomers was a major theme.
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Investing In Ski Shows
When in doubt, exhibit at a consumer ski show is the theme of this article as well as what can be done to stand…
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Marketing To Ski Clubs
A look at how resorts can effectively attract some of the remaining ski clubs to their resort. Article stresses the value of this type…
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Hitting The Target With Radio
Examines how best for ski areas to reach their market through radio advertising.
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Single Skiers Not Forgotten
Two ski areas tested innovative programs to attract solos and got mixed results. Both Killington, Vermont, and Copper Mt., Colorado, tried reduced-rate, single-occupancy programs…
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Credibility? No Problem- Just Guarantee Snow
Loon Mountain, New Hampshire, used a money-back guarantee to back up their claims on published ski reports. Battered by the media battle and a…
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The Environment And Your Customer
A report on the 1993 Roper opinion survey that reveals that more Americans are conservationists than preservationists. Includes a sidebar of suggested actions for…
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A Give-Away Ticket That’s A Winner
A look at how Anne Concannon and Jon Adams developed the Universal Ski Ticket, which is completely transferable and accepted at most ski areas…
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An Open Letter To My Fellow General Managers
A letter to the readership at-large from the chairman of the USIA Marketing Committee addressing recent promotional ventures by the association and how they…
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How The Brits See Us
Attracted by consistent snow conditions, high levels of service and luxurious accommodations, more British skiers are coming to U.S. ski resorts. A look at…
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Pow Wow Packs A Punch
With Denver as the site for the 1991 Discover America International Pow Wow, skiing gained prominence. This international travel trade show, held in ski…