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Ski Resorts Marketing: Success Without Advertising

Events as a Marketing & Branding Tool
by

Raul Revuelta

on 2 January 2014

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Transcript of Ski Resorts Marketing: Success Without Advertising

Success Without Advertising
Ski Resorts Marketing
Events as a Marketing & Branding Tool
Developing the Event Concept
Events & Tourism
Ski Resorts C.S.
Love
...and Passion
I'll give you a crazy example...
“I’m convinced that the only thing that kept me going was that I loved what I did. You’ve got to find what you love. And that is as true for your work as it is for your lovers. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it. And, like any great relationship, it just gets better and better as the years roll on. So keep looking until you find it. Don’t settle”.
Remarkably, Ben & Jerry built their company without any advertising. As Jerry explained, "Most companies hire advertising firms to try and come up with an image they think will sell their products. We decided in the beginning to be real and honest about who we are. We relate to the average customer because Ben and I are average people".

That philosophy paid off in unprecedented word-of-mouth advertising.
To success You must release your inner Chunky Monkey.
When you set a campfire, people love to come and listen...
Dr. J. Goldblatt (1997) defines special events as A unique moment in time celebrated with ceremony and ritual
to satisfy specific needs
Theme of the event
Event Audience
Venue and Timing for the Event
Purpose of the Event
Feasibility of Events Projects
Keys to Success

The following keys to success were developed by Ernst and Young, advisers to the Olympic Games, the Emmy Awards and the PGA Tours:

Is the event a good idea?

Do we have the skills required to plan and run the event?

Is the host community supportive?

Do we have the infrastructure in the community?

Can we use a venue at a price we can afford?

Will the event attract an audience?

Will it attract media support?

Is it financially viable?

Are the success criteria reasonable?

What are the risks?
SWOT Analysis
Now we will explore the relationship between events and tourism from the viewpoint of destinations
(regions, cities, ski and mountain resorts):

That are seeking to develop and implement strategies to increase visitation.

Leveraging events for economic gain

Geographic dispersal of economic benefits flowing from tourism

Destination Branding

Destination Marketing

Creation off-season demand

Enhancing visitor experiences

Extend visitors stay

Catalyst for the expansion and/or improvement of destination infrastructureand tourism infrastructure

Progression of a destination’s social, cultural and/or environmental agenda
Full transcript