Thursday, April 16, 2009
The value of marketing and delivering value to customers
|I wanted a ski deal this season to fuel my passion of powder, and the Wall Street Journal touted a great deal that Sun Valley was offering: a special room rate that included lift tickets. That very same day I booked our trip – my husband and I had a GREAT time. I figured this special deal saved us roughly $700 during our four-night stay; a savings that we pumped right back into the local economy with Sun Valley’s amazing restaurants.
Jack Sibbach, Sun Valley Resorts’ director of sales, marketing and PR, knew going into the season that sales would be down due to a 33 percent loss of airplane seats coming into town, and because of the economy. He developed value-added packages with promotional rates, sent out a news release to travel media and blasted monthly e-mails to his customer base (shoestring budget; no dollars for ad placement). Sun Valley Resort boasts one of the highest repeat guest counts in the business, and Sibbach communicates to them regularly.
His method of marketing success: “Be true to your guests and clients, and talk to them frequently.”
Speaking from personal experience, Sun Valley is a fantastic summer destination. Fly fishing, mountain biking, golfing, hiking and super spa action, as well as world-class concerts in its beautiful outdoor pavilion. Check out sunvalley.com for new summer packages, which Jack is currently marketing.
Any great samples of touting value through marketing efforts? Let me know!