Ski porn excites customers

Written by Paper. Posted in Adventure, Innovation, Technology

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Published on October 30, 2014 with No Comments

Along the way the term “ski porn” entered the lexicon. So what exactly is ski porn? It’s not nude skiers indulging in x-rated behavior though it could be. Vail resorts CEO, Bob Katz defines ski porn as those dramatic shots of skiers racing downhill with flying snow all around. It’s also the crazy behavior at the ski hill that could feature people in their skivvies – though there isn’t concrete evidence of this. The thing to remember about ski porn is that it excites the imagination of those who would rather be skiing.
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Ski porn makes them want to go skiing right now. Not six or four or even one month from now. These videos command their fingers to the computer to book that ski trip right away. Bob Katz says that video sells their product, the ski vacation, better than anything else. As a businessman, he wants to be able to react as soon as the snow flies onto the Vail mountain top. But Katz found that the usual method of booking magazine print ads months in advance didn’t allow for such flexibility of message management.
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But now we’re in the digital age and it has given Katz the tools to push video via the Internet in a way that hadn’t even been imagined before. Vail resorts pulled 80 percent of their magazine ad budget, opting instead for social media type marketing where they can show videos to potential customers in the nick of time. He believes it puts the product in front of the consumer at the optimum decision-making moment. Such fast turnaround also allows Katz to react to market conditions. Offer bargains on the down-sloping economic indicators and adjust to the upswing. Of course with the next generation of e-readers with connectivity, Katz and other like-minded business leaders may eventually see the benefits of returning to magazines.
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