Alpine Enhances Resort Experience With Mobile Snow Alerts
For a second ski season, Lake Tahoe’s premiere winter resort destination Alpine Meadows Ski Resort has incorporated the interactivity of mobile into its multichannel marketing strategy. With the flexibility and immediacy of mobile, the resort improves its marketing reach, builds two-way relationships with consumers and enhances their ski resort experience. Alpine’s exclusive mobile channel is powered by the interactive text and voice marketing platform, Msgme. The resort offers real-time mobile snow alerts, exclusive resort promotions, lift ticket coupons and discounts, on-mountain news and more.
Multiple Touch Point Marketing
The Alpine Meadows’ winter season mobile alert program showcases the advantages of mobile marketing effectively combining traditional and online media placements. The resort reaches ski and snowboarders anytime, anywhere to keep subscribers connected directly on their mobile phones, while building mobile distribution subscriber lists. EXL Media, Alpine Meadows’ interactive marketing agency, included mobile calls-to-action in traditional ad placements across multiple marketing touchpoints, email campaigns, magazines, newspapers, billboards, in-store advertising materials to promote its service.
Each Alpine mobile snow alert message includes a link to Alpine’s WAP microsite. Subscribers can view exclusive Alpine updates direct on their mobile devices. The Alpine mobile web site includes the following resort information links:
- Check real-time snow and weather report updates
- Alpine lift status
- Resort phone contact and reservation information
- View driving directions
- Updated Cal-Trans road conditions
Alpine Online: Mobile Widget
To support traditional media placements, Alpine dedicated web pages to promote its interactive, real-time service and make it easy for skiers and snowboarders to opt-in and receive mobile resort alerts.
Mobile Marketing ROI
Alpine marketers leverages Msgme’s full suite of campaign management tools, data collection features and uses unique mobile keywords to track performance back to the original advertising placement. Alpine can segment audiences and create target filters to collect data, increasing the effectiveness of each marketing campaign across its opt-in mobile subscriber lists. Msgme enables Alpine to easily manage multiple mobile campaigns on a single screen with its web-based features. Alpine can monitor mobile campaign performance, view reports and analytics with the ability to edit any campaign in real-time to ensure the best marketing ROI.
Analysis
Consumers look for brands that send a strong brand message, stay visible and provide value. With so many mobile devices in the US, mobile marketing extends marketing each and continues to be a cost-effective, easy-to-manage channel to connect with consumers.
Mobile Marketing Industry Stats
– 60 million Americans saw a text ad in Q3 2008, up 42% from 9 months ago; 57% male, 43% female
– 52% are between 35-64 years of age, 28% are over 50 and 43% are under 34 years old
When it comes to communicating “whats new,” the ski resort has the ability to provide interactive, real-time mobile alerts, news, coupons and discounts, enhancing two-way relationships with consumers.
Alpine Meadows resort supports its mobile offerings with online sign up widgets and opt-in calls-to-action in customer email marketing campaigns, in-store advertising and traditional advertising placements. The resort does an great job keeping its marketing consistent with its online, traditional print and mobile offerings. Last season, Alpine launched mobile mountain interactivity that resulted in a season-long trend of opt-in subscriptions and continued mobile engagement.
For more information on mobile text and voice marketing campaigns, please contact your account manager or contact us.
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