A difference maker was Device ID targeting Look Back data. Having access to specific Device data tracked at Mammoth and other So Cal ski resorts during 2019/2020 ski season, we set about to target those devices with our message:
This data segment was the top of the funnel but also integrated into other marketing tactics. It fed social media custom audiences, properly placed Google search, and other platforms. We tightened up messaging, landing pages and employed heavy remarketing. We tracked and optimized, turning awareness and consideration into purchases.
Some Other Opportunities We Recognized & Capitalized On:
- Lower ad rates due to less competition for impressions, searches and clicks.
- Less competition for attention overall.
- An audience spending more time online and in social media than ever.
- 19% year over year sales.
- The most effective ad campaigns ran in years.
- Easily the biggest year on record for Brian head Ski Resort.
The Rubber Band Effect (2021/2022 Ski Season):
2021/2022 was the first year that Notice U Marketing missed setting records for Brian Head Resort in 6 straight years of working for them. 🙁
The rubber band effect of Covid: When the competition came back, they came back with a vengeance and were well funded. Also, people had quite a Pandemic Hangover.
- Brian Head cut ad budgets.
- Social Media advertising rates went up 30% across the board.
- Google click rates doubled.
- That audience that had been chained to their phones the year prior, were now back to work, and busy.
- All that free time was GONE and they were much more selective on where they spent their time and money.
The Result was sales dropped. But even with these drops sales and visitor volume beat 2019/2020 (pre-Covid) numbers.