Consumers are what they do. Or to phrase it another way, marketers can make assumptions about consumers based on their preferred activities and the places they frequent. One such example is skiing and vacationing at a ski resort. Why call out ski resorts? Because they are among the clearest examples of consumer self-segmentation. And a benefit-rich environment for marketers.
Unlike algorithms that make calculated guesses at a consumer’s next action or choice, self-segmentation puts the power of identity in the hands of the person. Using self-selection with a marketing plan means we trust the audience to know themselves. What’s more, we’re going to capitalize on their actual choices, not theoretical next steps.
Using self-segmentation as a strategic framework to guide media investments and content is a wise choice for maximizing campaign ROI.
What Does Self-Segmentation Say About a Consumer
Self-segmentation steps in where demographics and even psychographics fall short.
Psychographics build upon demographic data to make informed extrapolations about a person’s interests, lifestyle, attitudes, and more.
Self-segmentation marketers skip all that to focus on who the consumer is, where they are, and what they are doing. It provides invaluable insights into how consumers spend their money, their favorite discretionary spending habits, plus where they choose to spend their free time.
Using self-segmentation moves marketers away from assumptions towards reliable, actionable information.
Let’s look at the inferences we can make about the person or family that visits a ski resort.
- Income (based on the cost of lift tickets, ski equipment, lodging, etc.)
- Lifestyle (choosing to be outdoorsy, into wellness/physical activity)
- Mindset (performance-driven, likely social, get out there rather than stay at home)
Those are not predicted traits; those are established attributes. Each one is demonstrated by the intentional act of going to a ski resort.
Combining Self-Segmented Audiences and Dwell Time to Improve Resort Advertising
You have your audience, you have your location. Now it’s time for the message delivery.
A ski resort offers several places for brand messages to take root. Why? Dwell time. For all the action and excitement of a day on the hills, there is also a large amount of time spent waiting. That can be in line for lift tickets to the actual chair lifts, on the chair lifts, or enjoying a little ski-apres back in the lodge. Each second of downtime is a brand’s go time. Working with the right partners, you can place compelling OOH messages in locations and at times when skiers are seeking distraction.
High-Dwell Time Media With No LTE Needed
Ski hills have another important dwell time advantage — poor cell overage. That makes it a low-distraction area. Skiers can’t be distracted by their phones/social media while waiting. Ski hills remain one of the few places where cell phones stay in customers’ pockets.
Lifestyle Targeting That Matches The Mood
A final benefit ski resorts offer marketers regarding dwell time is the audience’s mood. The skiers are in the mountains, enjoying a sport they love, often with their best friends/family. The vibe is positive, relaxed, and fun. No one is on guard, making it easier for marketing messages to land well.
Bring Contextual Selling to Your On-Property Marketing
Dwell time gives brands the upper hand, but it will always be the quality of the message that matters most.
Brands will improve message quality by incorporating context into messages and offers. Consider things like snowfall (expected or real), temperature (current and forecasted), and even the daily schedule for the last run. All of those will help capture the attention of skiers who are looking for that kind of information. Then brands can take the context a step further by tying it to the product.
Examples of Contextual Product Messages at a Ski Resort
- Lifts open late? Be ready with an energy drink.
- Blue sky days call for extra sunscreen.
- Be ready for the powder with a protein bar.
- Every lift ride deserves a snack break.
Refine How You Define Self-Segmented Audiences
Marketers like to think of self-segmented audiences, such as those at a ski resort, as captive audiences. Let’s not do that anymore.
Move beyond the captive label and see them as active audiences fully engaged in the moment. Skiers are not imprisoned. They are feeling free and liberated. It’s a sensation that allows them to be spontaneous.
When feeling spontaneous, consumers are open to trying and buying products, brands, and services they may not consider in everyday life. Even personal budgets tend to be looser in these moments. Making splurge purchases at a ski resort is often part of the experience. That’s a critical insight, particularly for higher-cost and premium brands. On-property marketing that aligns with that mindset becomes a decision accelerator, giving many shoppers the gentle push needed to buy or spend more than they normally would.
Ready to Use Lifestyle Targeting for Your OOH Marketing Campaigns?
Targeting self-segmented audiences at ski resorts and other locations is just one aspect of in-the-moment marketing — a strategy created by Momentara. We turn in-store, out-of-home, and event promotions into useful touchpoints that sync with your customers’ routines to encourage behaviors. The Momentara approach makes your marketing messages a welcome, impactful, and natural part of the customer’s day.
Whether your media buying needs are focused on OOH marketing or you’re intrigued by the in-the-moment opportunities offered by Momentara, we invite you to reach out. We bring you the technology, experience, production, scale, resources, and national presence to build certainty and programmatic success.
