Ski Biz – Insights

Skiers and snowboarders are not all the same. They have different needs and different expectations. By identifying and defining the diff erent skier and snowboarder segments, the CSC is now able to provide the ski industry with concrete tools that will assist in the design and implementation of communication and marketing strategies suitable to each of these target segments.

There are very few marketers in our industry today that would argue the importance of research. Oddly, however, there are even fewer who actually use it. I’m not sure why this happens, but I suspect that research is the kale of marketing—we know it’s good for us, but it takes a helluva lot of work to turn it into something that we want to consume.