Target this affluent group with a wide range of advertising optionsNovember 18, 2013 The weather is turning colder and ski season will soon be in full swing, giving out-of-home advertisers a chance to reach skiers on the slopes. They are an affluent, highly desirable target audience. More than half of regular skiers make at least $100,000 a year, and 20 percent make more than $200,000 annually. There are two main crowds at ski areas: Out-of-towners who head to ski resorts for multi-day vacations, and locals who visit the slopes on a regular basis throughout the season. Advertising options at ski areas include ads on ski area maps, ski racks and chairlifts, signage that is visible from lifts on the way up the mountain, and sampling in resorts. This is one in a Media Life series on buying out-of-home venues. Advertising in front of skiers hitting the slopes. There are three national companies that specialize in ski area campaigns. Some ski resorts handle a portion of advertising themselves.

The most common form of advertising at ski areas is signage on and around the grounds. This could include signs on large maps of the ski facility, typically near the areas where people board ski lifts. Some areas also have digital screens, which run a mix of informational content related to the resort or the weather along with short ads. The screens don’t use sound. The ads are typically static or animated. Ads can also be placed on racks where people store their skis at the lodge or on the safety bars that run across ski lift chairs. Billboard-sized signage can be used in areas visible to skiers riding up the mountain on lifts. The availability varies depending on whether the grounds are publicly or privately owned. Most public grounds don’t permit billboards. Sampling is also a popular option at ski areas. It could be as simple as distributing snack samples in the lines where skiers buy lift passes, or placing hair or beauty product samples in ski resort restrooms.

Advertisers can also get more creative. The electronics company LG recently ran a unique campaign in which it set up a branded chalet at a ski resort where skiers could dry and warm their gloves.cheap table chair hire auckland While they waited for their gloves to dry, people could test LG products such as TVs or mobile devices, and learn more from street team members on site.comfy chairs for game room During the 2012-‘13 ski season there were operational ski areas in 37 states, led by New York with 50. folding metal chairs indiaOther states with at least 20 ski areas were California (28), Colorado (30), Michigan (42), New Hampshire (26), Pennsylvania (28), Vermont (24) and Wisconsin (32).hair salon chairs canada

Last year there were 477 ski areas in operation, according to the National Ski Areas Association, up slightly from 475 the previous year. The group says there were 9.67 million active skiers and snowboarders during the 2012-‘13 season, up from 8.83 million in 2011-‘12.chaise lounge chair outdoor cheap Also, last year there were 56.90 million total ski area visits, up from 50.97 million the year before.old rocking chair classic How it is measured Ski area traffic data is used to estimate impressions, and campaigns with a mobile component can also track things such as how many scanned a QR code or visited a branded mobile site. What product categories work well Recent or current ski area advertisers include auto, consumer packaged goods, snack foods, credit cards, financial, soft drinks and electronics.

Fifty-eight percent of skiers and snowboarders are male, according to the National Ski Areas Association, while 42 percent are female. Ten percent of skiers/snowboarders are under age 18, with 13 percent are 18-24, 20 percent are 25-34, 20 percent are 35-44, 20 percent are 45-54, 12 percent are 55-64 and 5 percent are 65 or older. Twenty-one percent of skiers and snowboarders have an annual household income below $50,000, with 25 percent between $50,000 and $99,999, 33 percent between $100,000 and $199,999 and 21 percent at $200,000 or above. Larger advertisers typically set up campaigns at the end of the summer before ski season begins, although advertisers may come in on a few weeks’ notice if inventory is available. Pricing varies on a number of factors, including number of locations and media used. CPMs range from $4 to $10. Who’s already been at ski areas Current or recent brands that have used ski area advertising include LG, Post, Cadillac, Red Bull, American Express, Volkswagen, Mentos, Burt’s Bees, Vitamin Water, Mitsubishi, Dannon and Land Rover.

“When you look at the advertisers that are targeting ski resorts, five years ago it was more about reaching a skier. Now it seems it’s more about the captivity of the audience and more of a lifestyle buy. I think marketers have gotten savvy–while you’re not talking about hundreds of millions of people, [skiers] are loyal and have enjoyed this activity for years.” — Sherry Orel, chief executive officer at Brand Connections. Tags: advertising ski resorts, out of home, out of home advertising, SKI, ski advertising, ski slopes, skiingAdvertise On Mountain Alpine Media has exclusive media placement contracts on all major New Zealand ski areas. Our comprehensive national network of on-mountain advertising mediums includes Adblocs, banners, illuminated displays and A3 posters. 7 UNAVOIDABLE MINUTES WITH AN ABSOLUTELY CAPTIVE PREMIUM AUDIENCE Adbloc is just plain different. Rather than a few seconds, we engage our active and affluent audience for 7 minutes at a time. We stick our face right in their face, not off in the distance.