My 14 year old son, Nick, is going skiing with a friend. He laments, “I wish we were going to Jack Frost, though.” I’m surprised because he is going to a bigger mountain. So I ask, “Why?”
Nick adeptly comments, “You pointed out that Jack Frost makes its name by talking about their great snow-making. “
“Their value proposition,” I point out.
“Whatever. So I checked it out online. Jack Frost DOES have better snow-making. They have these big fans that churn up the snow as it comes out of the hoses. That makes it more realistic.”
“I’m impressed, Nick. So you see how they set themselves apart!”
I have a good laugh.
Then I realize that it only makes sense that a tight eco-system like the Pocono Ski Areas would naturally break into such distinct value propositions. It affects who they go after, how they craft their messages and where you invest your efforts in growing your operations. I’m sure that they end up with a tighter connection with their audiences.
To illustrate, earlier today I saw the Jack Frost billboard with a giant snow-gun and a muscle-bound brute, referencing the “Big Guns.” Its all about the snowmaking. A little farther on, Camelback had a custom billboard with two parallel ski-tracks whipping ten feet over the top of the billboard and down into the copy which read, “Feel the rush.” Think terrain that runs like a roller-coaster.
Sometimes the student teaches the teacher.
What about your eco-system? Do you know where you stand? You should… it can affect which customers you talk to… and what you say to them.
By: Skip Shuda