Archive for October, 2012

Google Trends


I’m a data geek and I always like to look at how data can help predict future trends. Google trends is a fairly basic tool to help sort through the big data of Google’s search history and by using the “predict” toggle you can view their prediction for a search term, or set of terms. I chose “Ski Resorts” and you can see the results:

This search is a bit better if you click-through to the Google Trends site, where you can even check a toggle to “Forecast” searches into the future. There’s also a regional map and related searches to help you drill further into the data. I have posted about Google trends and ski related searches and it’s a tool that everyone should take a look at every once in a while if not only to confirm things you already have good data about.

Google Trends

Multiple screens – a challenge for any marketer

I’m writing this post on my laptop while watching a football game on my satellite served TV, with my tablet next to me on the coffee table and my smart phone charging in the kitchen. Once the football game is over I’ll probably grab my tablet to do some reading and when it’s time to head over to a friend’s house for a part, I’ll grab my phone on which I might Instagram a photo of the party, or at least keep in touch if there are any pressing emails.

I’m not at all unique in my constant switching from one media device to another. There is a wonderful report from Google about some of the marketing impacts of this, and the highlights are covered in this great infographic from Google/Ipsos/Sterling:

Click for full-size image

What are the implications for ski resort marketers? To me, there are many, ranging from how skiers and riders plan their trips, to how they use media while they are at the mountain to how they share their experiences once they’re done…and these things all flow from one screen to another to another. I’m not going to line out how I see this happening here, but I think it goes without saying that if your web presence isn’t optimized for all of these screens, you’re in trouble, and if your campaigns aren’t moving across all screens (uh, can we say Flash ads), then you’re probably not set well either…it’s a fast changing world out there and this is certainly a trend that resort marketers must pay close attention to – note the 43% of people planning trips cross over devices.

Are there any ski resorts out there doing a particularly good job of this?

Back at it – Instagram Filters

It’s the only excuse I have for slacking off on my posting to the Resort Marketing blog – it’s been crazy busy! With a slew of deadlines at work, a 5 1/2 year-old in kindergarten, dance, enrichment and soon to be ski school and getting the house, and me, ready for winter, this blog has unfortunately slipped down in my priority list. But, I’m digging out and am back – at least for a bit!

One of the items that has recently caught my eye is a great guide to what each of those oddly named filters on Instagram really do. My go-to filters seem to usually be Lo-fi (or Hefe – a toned down version of Lo-fi) yep, I do like saturation:

I also agree with the filter article that Hudson is great for outdoor images (yes ski season is fast approaching):

But sometimes (all the time if you ask some people), a filter isn’t really needed at all:

Stay tuned for a run down of the best Instagram filters to use on the slopes in a few short months!

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