 Poster: A snowHead
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Criticizing the article is off point, it obviously isn't news - it's just a space filler thin article in a specialist publication for Information Officers/ Data managers. It is a mildly interesting take-off point for a conversation about ski marketing, the sort of thing Iain Martin covers a lot on skipedia, although his focus seems to be largely on how French mega-resorts establish points of very mild differentiation through their web presence etc.
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Obviously A snowHead isn't a real person
Obviously A snowHead isn't a real person
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fatbob, do you think? Any and every commercial organisation I've ever worked for has differentiated between its perceived client sub-groups and the messaging thereto.
"Shock, horror, ski resort does (gulp) marketing!"
And I can't believe they're smart enough to hide deals from people. That's daft.
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Well, the person's real but it's just a made up name, see?
Well, the person's real but it's just a made up name, see?
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under a new name, Yup. And Big Data/RFID passes are just making categorisation easier. I'd bet most resorts worth their salt know more about skiers than the skiers themselves - long lunchers, fast lappers, leisurely cat track commuters, off the grid tourers, daddy's dimers etc etc.
It definitely influences on hill development e.g. Squaw Valley is desperately trying to become a family friendly intermediate resort like most Vail Resorts despite terrain that isn't really conducive. They have lots of core local and keen weekender passholders but it's family vacation dollars and casual skiers who spend big on a few weekends they really crave.
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You need to Login to know who's really who.
You need to Login to know who's really who.
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| under a new name wrote: |
| going back on topic (!) I am still struggling to understand why a commercial organisation running a coherent client profiling campaign would be newsworthy. |
| fatbob wrote: |
| it's just a space filler thin article in a specialist publication for Information Officers/ Data managers. It is a mildly interesting take-off point for a conversation about ski marketing |
And the OP Comedy Goldsmith, who was a journalist, clearly felt it's news worthy. 
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Anyway, snowHeads is much more fun if you do.
Anyway, snowHeads is much more fun if you do.
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fatbob, Ah now THAT I see, sadly.
A bit like the Grands Montets trying to go family friendly and Alagna trying to become the Grands Montets.
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You'll need to Register first of course.
You'll need to Register first of course.
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| Quote: |
Criticizing the article is off point
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Criticising the original article is off point would be an example of the sort of 'speak' used within the article and would be off point in that there was no original point made.
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Nickski, Fair point
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fatbob, glad you pointes that out, pointedly.
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You'll get to see more forums and be part of the best ski club on the net.
You'll get to see more forums and be part of the best ski club on the net.
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| Quote: |
| how French mega-resorts establish points of very mild differentiation through their web presence |
I do try to do other stuff too... 
Epic Mix is pretty epic though, opportunity to segment is incredible
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iainm, of course but if 3Vs pay the bills etc etc.
Not sure VR is segmenting enough yet - I've had a Kirkwood pass under their ownership yet never had a tailored offer for flash discount off Food & beverage or lesson given they could recognise I'm not buying that stuff (or at least I was hiding my loyalty card when doing so)
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