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you learn and measure the ROI on these, you can see if it’s worth putting more time and effort into them.” A great place to start is pre-commit- ment product categories, as Lambert calls them, which can include ski access and lodging. “Products with strong baseline demand perform best,” adds Reynolds. “We tend to avoid using flash sales for low-margin or lower-demand items where urgency is harder to create.” Of course, you know your guests best, so use that knowledge to help determine what products would be most attractive. DON’T: Skimp on the Deal A good flash sale should stop customers in their tracks. Make sure that your offer- ing is enough to halt a person from scroll- ing, deleting the email, or disregarding a text from an unknown number. “In my experience, the greater you are willing to discount, generally, the more you can move the needle,” says Reynolds.
For Snow Partners’ Big SNOW and Mountain Creek, both in New Jersey, it comes down to how much yield they are willing to trade to drive gross revenue when they need it most. “Our findings were that 20 percent wasn’t enough moti- vation to move volume, 30 percent did better, and 50 percent did best,” says Reyn- olds. “Test different options to find where the tipping point is for your audience.”
the price too high? Was the sale window too short? Did the deadline fall on a bad day? Was the sale period too early or too far in advance? Sometimes, it might come down to perceived value. “We’ve found a few interesting nuances through testing,” says Lambert. “In a few cases, an offer of X dollars off works better than a percent- age off, even though the percent savings was greater than the dollar savings!” DO: Spread the Word Far and Wide With so many ways to connect nowa- days, find a recipe that feels right for your brand and your customer base. Maybe it’s an entirely SMS campaign, maybe it’s organic social, or maybe it’s a heavily focused email campaign with the help of your CRM. “I tend to stick with channels like email and SMS where I know that within 24 hours of hitting send, the vast major- ity of people on that list will have seen my message,” explains Blanchard. “If it’s
“THE GREATER YOU ARE WILLING TO DISCOUNT,
Boyne Resorts has experimented with “psychologically attractive price points like $99, $149, $199, et cetera,” Lambert says. Rarely do they have a promotional sale fall flat, but they can fall short of expectations. When a sale doesn’t perform as expected, Lambert and his team will ask themselves: Was GENERALLY, THE MORE YOU CAN MOVE THE NEEDLE.”
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