Coming Tuesday February 10 - Episode 2 - Lonie Glieberman of Mt Bohemia
- Andrew Zwicker
- 2d
- 5 min read
Updated: 3h
Today’s guests run one of the most unconventional ski areas in North America, and maybe the most unlikely.
They decided to open an experts-only ski area in the Midwest, tucked deep in the Upper Peninsula of Michigan, with no large population base anywhere nearby. No grooming. No beginners. No rentals. No snowmaking. Just steep lines, trees, cliffs, and lake-effect powder.
Mount Bohemia isn’t just unconventional by design—it’s unconventional by geography. When most people think “Midwest skiing,” they don’t think expert terrain, sustained vertical, or destination travel. And yet Bohemia has built a fiercely loyal following by leaning into exactly those contradictions.
From legendary $99 season passes to reality TV, provocative marketing, and a personality that refuses to be sanitized or corporate, Mount Bohemia has figured out how to sell a remote, extreme, and entirely unique product to the exact right customers.
In this episode, we’ll dig into how Bohemia pulled that off. You’ll hear how focusing on a narrow niche unlocked massive loyalty, why being willing to turn customers away strengthened the brand, and how pricing, community-driven marketing, and radical authenticity helped turn isolation into an advantage.
Whether you’re in the ski industry or running any kind of business, this conversation is about the power of knowing who you’re for, and having the courage to build everything around that truth.
Understanding Your Audience
Before diving into marketing tactics, it’s crucial to understand who your audience is. Ski resorts typically attract a diverse range of visitors, including:
Families: Looking for a fun and safe environment for children.
Young Adults: Seeking adventure and nightlife.
Couples: Interested in romantic getaways.
Ski Enthusiasts: Passionate about skiing and snowboarding.
Creating Customer Personas
Developing customer personas can help you tailor your marketing efforts. Consider the following when creating your personas:
Demographics: Age, gender, income level, and location.
Interests: What activities do they enjoy? Are they looking for relaxation or adventure?
Pain Points: What challenges do they face when planning a ski trip?
By understanding these aspects, you can create targeted marketing messages that resonate with each group.
Crafting a Compelling Brand Story
A strong brand story can differentiate your ski resort from competitors. Your story should reflect your resort's unique features, history, and values. Here are some elements to consider:
Heritage: Share the history of your resort and its connection to the local community.
Unique Selling Points: Highlight what makes your resort special, such as exclusive slopes, family-friendly amenities, or eco-friendly practices.
Emotional Connection: Use storytelling to evoke emotions and create a sense of belonging among your guests.
Example of a Compelling Brand Story
Imagine a ski resort that was founded by a family passionate about skiing. They built the resort with the goal of creating a welcoming environment for families. Their story emphasizes the importance of family bonding and creating lasting memories on the slopes. This narrative can be woven into all marketing materials, from website content to social media posts.
Leveraging Digital Marketing
In today’s digital age, having a strong online presence is essential for ski resorts. Here are some effective digital marketing strategies:
Search Engine Optimization (SEO)
Optimizing your website for search engines can help potential guests find you more easily. Focus on:
Keyword Research: Identify relevant keywords that potential visitors might use to search for ski resorts.
On-Page SEO: Optimize your website’s content, meta tags, and images to improve search rankings.
Local SEO: Ensure your resort appears in local search results by claiming your Google My Business listing and encouraging guest reviews.
Content Marketing
Creating valuable content can position your resort as an authority in the ski industry. Consider:
Blog Posts: Write articles about skiing tips, local attractions, and seasonal events.
Videos: Share videos showcasing the resort, including slope conditions, amenities, and guest testimonials.
Guides: Create downloadable guides for first-time visitors, including packing lists and travel tips.
Social Media Engagement
Social media platforms are powerful tools for engaging with potential guests. Focus on:
Visual Content: Share stunning images and videos of your resort to capture attention.
User-Generated Content: Encourage guests to share their experiences on social media and feature their posts on your channels.
Contests and Giveaways: Run contests to increase engagement and attract new followers.
Building Partnerships
Collaborating with local businesses and influencers can enhance your marketing efforts. Here are some partnership ideas:
Local Businesses
Partner with local restaurants, shops, and attractions to create package deals. For example, offer discounts on ski passes when guests dine at a nearby restaurant. This not only benefits your guests but also strengthens community ties.
Influencer Collaborations
Identify influencers in the skiing and travel niche who align with your brand values. Invite them to experience your resort in exchange for coverage on their platforms. Their authentic reviews can reach a wider audience and build credibility.
Enhancing Guest Experience
A positive guest experience can lead to repeat visits and referrals. Here are some ways to enhance the experience at your ski resort:
Personalized Services
Offer personalized services such as customized ski lessons or tailored dining experiences. Understanding guest preferences can make their stay more enjoyable.
Feedback and Improvement
Encourage guests to provide feedback during and after their stay. Use this information to make improvements and address any concerns promptly. Showing that you value guest input can foster loyalty.
Utilizing Email Marketing
Email marketing remains a powerful tool for engaging with past and potential guests. Here’s how to make the most of it:
Building an Email List
Collect email addresses through your website, social media, and during guest check-ins. Offer incentives such as discounts or exclusive content to encourage sign-ups.
Crafting Engaging Newsletters
Send regular newsletters featuring:
Upcoming events and promotions.
Tips for planning a ski trip.
Highlights from recent guest experiences.
Segmenting Your Audience
Segment your email list based on guest preferences and behaviors. This allows you to send targeted messages that resonate with specific groups, increasing engagement rates.
Measuring Success
To ensure your marketing strategies are effective, it’s essential to measure success. Here are some key performance indicators (KPIs) to track:
Website Traffic: Monitor the number of visitors to your site and their behavior.
Conversion Rates: Track how many website visitors book a stay or sign up for newsletters.
Social Media Engagement: Measure likes, shares, and comments on your posts.
Guest Feedback: Analyze reviews and feedback to identify areas for improvement.
Staying Ahead of Trends
The ski industry is constantly evolving, and staying ahead of trends can give your resort a competitive edge. Here are some trends to watch:
Eco-Friendly Practices
More travelers are seeking sustainable options. Implement eco-friendly practices such as recycling programs, energy-efficient facilities, and promoting local products.
Technology Integration
Consider integrating technology to enhance the guest experience. This could include mobile apps for booking, virtual tours, or interactive maps of the resort.
Wellness and Relaxation
With an increasing focus on wellness, consider offering spa services, yoga classes, or wellness retreats to attract health-conscious guests.
Conclusion
Boosting your ski resort marketing strategy requires a multifaceted approach that includes understanding your audience, crafting a compelling brand story, leveraging digital marketing, building partnerships, enhancing guest experiences, utilizing email marketing, measuring success, and staying ahead of trends. By implementing these strategies, you can attract more visitors and create lasting memories for your guests.
Now is the time to take action. Evaluate your current marketing efforts and identify areas for improvement. With the right strategy, your ski resort can thrive in today’s competitive landscape.
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