Best of Ski Resort Marketing 2012/13 – Sugar Bowl Resort
Partner up offline and online – Sugar Bowl Resort
This blog post is a series of post dedicated to the best marketing ideas from the 2012/13 ski season. You can read all the entries in the Best/Worst of Ski Resort Management article.
Facebook contests are notoriously used to increase fan base and the social network is often flooded with average giveaways and sweepstakes. Sugar Bowl Resort broke through the clutter with a clever combination of traditional and online reach to their core audience: Ski shops and their fans, ultimately Sugar Bowl Resort customers. The “Rep Your Shop” Facebook contest ran for three weeks in February, during which people voted for their favorite Northern California ski & board shop and one voter was chosen to receive 5 free tickets and 5 meal vouchers. The winning shop got bragging rights plus 20 tickets to reward their poor but passionate employees.
I loved this concept because Sugar Bowl Resort contacted the shops a month prior to the contest with personal visits, phone calls and emails. Smart. The resort partnered up with their most loyal vendors in the industry and reached out to their customers who may or may not be Sugar Bowl fans. Super smart. The shops got behind the concept and promoted it in the stores as well as on their Facebook pages, giving Sugar Bowl Resort an extra boost during a not so snowy February. Sugar Bowl Resort combined Facebook reach with other marketing channels to promote the contest: Twitter, e-blasts, newsletters, text messages and radio. “The overarching goal of the contest was to increase our fanbase and increase user interaction on our page. Although the weather wasn’t exactly cooperating during the contest (virtually no snow the entire three weeks), the contest went well and we received over 13% growth of our fanbase.” said Peter Avedschmidt, idea creator and Sales Manager at Sugar Bowl Resort.
(Full Disclosure: Sugar Bowl Resort is a client of Out&About Marketing.)
To read all entries from the best and worst of ski resort marketing, check out the SAM website.
Leave a comment and let us know if you like this idea for a Facebook contest.