Show Notes

Air Date: 6/7/2022

What the Ski Industry Can Teach Us About High-Tech, High-Touch PR

According to one report, more than 20 million Americans participated in downhill skiing, snowboarding and snowmobiling during the 2015-2016 winter season. These winter sports enthusiasts will contribute an estimated $20 billion to the U.S. economy, “through consumer spending at ski resorts, hotels, restaurants, bars, grocery stores and gas stations.” Winter sports are big business — and growing by the year. 

Ski resorts find themselves at the intersection of personalized service and technological development, positioning themselves to be high-tech and high-touch to compete successfully. This means leveraging the latest technologies, but also maintaining that personal touch to leave people satisfied with their experience — and willing to come back. 

All brands can learn from this practice. How can you serve your audience by providing ongoing online updates on your social media platforms of choice, by email or even — wait for it — snail mail, that are helpful, useful, educational or even entertaining? 

Continue reading here to learn more about high-tech, high-touch PR.


The article read in this episode originally appeared on the Forbes Agency Council CommunityVoice™ in December 2019.


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