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Advertising 2004/05

Advertising 2004/05. Key Messages/Themes Awareness vs. Direct Response Advertising Recap 2003/04 Media Plan Online Advertising Schedule. Key Messages and Themes. Ski Industry Conditions Youth Action Sports Features Events Pro Athletes Mammoth Vibe Family

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Advertising 2004/05

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  1. Advertising 2004/05 • Key Messages/Themes • Awareness vs. Direct Response • Advertising Recap 2003/04 • Media Plan • Online Advertising • Schedule

  2. Key Messages and Themes • Ski Industry • Conditions • Youth Action Sports • Features • Events • Pro Athletes • Mammoth Vibe • Family • Complete Vacation Experiences for the whole family • Lessons • Activities • Convenience • Value • Meetings and Conferences • Retreats • Events • Team Outings • Weddings • Banquets • Lodging • Convenience • Slope side • Nightlife • “Get-away” • Vacation Planning • Online booking convenience • Expert assistance 800.MAMMOTH • Value • Packages • Mid-week • Deals • Lifestyle • Amenities • Property affect • Shopping and dining

  3. Awareness vs. Direct Response • Direct Response • Collateral • Activity-specific brochures • Trail Maps • Rate Sheets • Rack Cards • Rave Cards • Postcards • In-house Ad Posters • Flyers • Letters/Newsletters • Advertising • Conditions Ads • Package Ads • Radio • Events • Direct Mail • Sales Campaigns (MVP) • Awareness • Collateral • Winter and Summer Travel Brochures • Sponsorship Co-branded Messaging • Advertising • Some Billboards • National Mainstream Publications (Ski, Skiing)

  4. Awareness vs. Direct Response • Awareness Campaigns • Focus towards first-time guests • Best suited for wide-array communications beyond regional • Excellent opportunity for establishment of branding and destination campaigns • Direct Response Campaigns • Leads to “immediate” ROI providing a clear path from the consumer to the product • Involves less planning effort on the part of the customer • Provides opportunity to cross-promote specific businesses or activities • Presents a more “focused” opportunity within a well-defined market or segment Direct Response Campaigns Lead Directly To ROI

  5. Advertising Source Recap 2003/04 • Call Center (June 03 – Present) What prompted you to call 800.MAMMOTH? • Website - 8,122 (64%) • All magazines - 19 (.15%) • All newspapers - 45 (.35%) • All radio - 83 (.66%) • Billboards - 109 (.87%) • Travel Brochure - 52 (.41%) • MLVB Guide - 49* * Collateral produced by town for comparison

  6. Media Plan – Strategy Seasonal Awareness, Incremental Responsiveness Early season awareness push in the mainstream and national markets as well as several carefully targeted direct response campaigns both early and prior to the start of our season. As the season progresses we will shift to heavier reliance on direct response campaigns for immediate ROI and to increase skier visits during white space, events and other opportunities.

  7. Media Plan – Publications

  8. Online Advertising • Measure and leverage online marketing programs • Skiing – focus on conditions, features and products (passes, etc.) • Lodging – focus on value, loyalty programs and amenities • Put programs and features in place to increase the total number of unique visitors to MammothMountain.com • Take online advertising opportunities “beyond banners” • Drive and leverage PR placement opportunities with “context-pertinent” advertising • Develop custom landing pages to retain context from advertising placements outside MammothMountain.com • Seek targeted placements in newsletters or advertorials • Carefully develop content matching demographics of advertising target markets and segments • Focus on Outdoor Enthusiasts • Target regionally focused websites with high-traffic. Seek out websites matching specific geographic regions and specific target audiences.

  9. Online Advertising Develop Ad Campaigns that drive online revenue directly and that are trackable or measured through response and conversion metrics. Search Engine Optimization / Placement • Google Ads Program Vertical Banner or Advertorial • OnTheSnow.com Vertical • Intellicast Horizontal • SnowForecast Vertical

  10. Schedule • Summary: • No specific schedule in place at this time. Will base this on the larger strategic plans.

  11. E-Marketing Plan 2004/05 • Key Messages/Themes • Branding vs. Direct Response • Media Plan

  12. FY 03_04 Recap • Traffic • SMS World/World Res • 2002/03 Room Nights - 3024 • 2003/04 Room Nights - 2548 (-1670) • 2002/03 Revenue - 592,120 • 2003/04 Revenue - 722,061 (+22%)

  13. FY 03_04 Recap • Customer Feedback (SMS World) • How would you rate your online booking experience? • 51% - excellent • 36% - good • 8% - fair • 5% - poor • Would you book online from MammothMountain.com again? • 100% - yes

  14. Development Strategies • In Context sales and high traffic opportunities. • Products or packages for sale on website with opportunity for guest to “buy now”. • Opportunities for cross-sell or conversion within or adjacent to conditions access. • Persistent Sales/Packages • Create vacations in every visit • Develop guest loyalty programs which reward guest with online specials and incentives. • Tracking and refinements on continual basis • Track conversion through email and direct mail campaigns. • Match customer spending habits “in-resort” to those online. Study usage through detailed reporting. • Clean capture and management of guest information

  15. Goals • Reduce Call Center Volume (limit volume to appropriate audience) • Increase online revenue • Increase average time spent on site. • Last year – This year - • At least 3 new products for Winter 04/05. • Ski School, Lodging • Layout content to create “halo effect” purchase opportunities • Provide seamless customer experience • Enhance and improve SMS World reservations. • Increase reservations last year – this year • Conduct all retail through Sirius • To provide seamless customer experience/end to end tracking • Clean data capture across all channels online. • Demonstrate effective cross-selling of businesses. • Use call center experience to provide intial cross sell data (use value pass proven methodology)

  16. E-commerce Products • Passes - MVP, Season Passes • Lodging - SMS World/All Properties • Packages - SSF, SPF, Lift and Lodging • Gift Certificates - TBD • Sports School - Group lesson reservations only • Retail - Open to Mammoth shops inventory

  17. Ecommerce Cross Sell • Visually depict cross sell oppty

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