Ski resorts used to just be in the ski business. They were concerned about the slopes and weather conditions, accommodations, ski classes and the like.
Today, ski resorts – along with cruise lines, theme parks, hotels and more – are in the “experience” business. These organizations are out to deepen the entire customer experience by creating a highly personalized, emotional connection. And that requires taking marketing to a whole new realm.
The focus of marketers at these organizations is to find out what kind of experience each of their customers expects and what more they want. What’s most relevant and compelling to the customer? Why did she choose you instead of a competitor? How can you deliver an experience that will keep her coming back again and again?
To discuss how it’s done, Spencer Reiss, a contributing editor at WIREDmagazine, interviewed Darren Jacoby, Director of Customer Relationship Marketing (CRM) at Vail Resorts.