Branding the New Mexico Ski Industry

December 8, 20150 Comments

New Mexico True Skiing

New Mexico True Skiing

Listen to our featured Ask Those Branding Guys™ radio show podcast: George Brooks Ski New Mexico

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys™, we discussed branding and marketing of the New Mexico ski industry.

Joining us on the show was George Brooks, Director of Ski New Mexico, a non-profit trade organization founded in 1979. Their mission is to promote the ski industry both in New Mexico and outside the state to increase year-round visitation of the ski and mountain areas of New Mexico through marketing and promotional strategies. Ski New Mexico members include resorts, lodging, transportation, retail, restaurants and other snow or mountain sport services.

The New Mexico ski experience is unique because it provides enthusiasts with dry snow and it is one of the few places to ski in the winter sun. New Mexico also offers numerous other activities to complement the slopes, in some areas you can ski in the morning and golf in the afternoon or enjoy wonderful dining and cultural experiences which differentiate the state from our Colorado and Utah neighbors.

George shared that 40% of skiers visiting NM resorts are from New Mexico with Texas and Oklahoma following with the second and third largest groups. Target visitors vary based on a resorts offerings; family oriented, rugged, on-mountain accommodations or cultural communities. The current goal of Ski New Mexico is to target more families with messaging that focuses on the affordable aspects of New Mexico.

To get their message out, Ski New Mexico relies heavily on print media and their website, which features webcams for potential visitors to view current conditions. They also manage social media sites and generate substantial earned media, especially through television.

George’s branding tip is to know who you are, be who you are, tell people who you are and own that space. He is enjoying the snow we’ve had to date and is predicting a strong ski season.

Enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at Contact James Glover at (505) 501-1330 or email Listen to Ask Those Branding Guys™ every Monday at 11:00am (MT) streaming live on KVSF 101.5 FM.

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