Wednesday, March 24, 2010

Seeing Is Believing

Sugarloaf, the big ski resort in Maine, knows that seeing is believing. Even the most dedicated spring skiier doesn't want to be slogging downhill on trails the texture of oatmeal. That's why the resort posts a daily photo as well as a detailed snow report.

Smart marketing. Skiiers are likely to be persuaded by photos, whereas written descriptions or line drawings may not hold as much credence. And photos have an emotional power that words just don't have. Sugarloaf knows just how to appeal to its target audience.

The marketing lesson: Try to work photos into your marketing, because for customers, seeing is believing.

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