Caught this on NPR today… It turns out ski resorts have been <gulp> overstating snowfall to attract skiers:
Eric Zitzewitz and Jon Zinman are both associate professors of economics and fans of snow sports. In their report, Wintertime for Deceptive Advertising, they found that ski areas report more snowfall on the weekends, and that there is no such “weekend effect” in government weather data.
Zinman says they gathered snowfall totals from ski area Web sites and then compared those numbers with government weather data. According to Zinman, resorts reported 23 percent more snow on weekends. And the resorts that had the most to gain by fluffing up their numbers did more of it.
According to Zinman, resorts with more people living within driving distance inflated their numbers more, as did resorts that don’t offer money-back guarantees.
Shocking, I know.
Perhaps more interesting, it appears social media is providing a new incentive to tell the truth:
But in the age of Facebook and Twitter, he also says these traditional snow reports are becoming less important. Today, many skiers are getting information from their friends who live near resorts. So Berry has advice for his colleagues.
“If you try and create a reality that you perceive to be the truth, it better be consistent with the reality on the ground,” Berry says. “The consumer will remind you of that instantly if that’s not the case.”
Zinman saw evidence of this in his research. During the study period, an iPhone application was released that allows skiers and snowboarders to report conditions themselves.
“Once that came online, exaggeration by resorts fell very sharply,” Zinman says. “And [it] fell all the more sharply at resorts that have good iPhone reception.”
The lesson for marketers? Remember what your Mom told you. Always tell the truth.
Filed under Clarity of Message, Driving Engagement, Getting to Imperative, The Holland-Mark Way · Tagged with Deceptive Advertising, Facebook, iPhone, iPhone Apps, National Public Radio, Skiing, Smartphones, Social media, Twitter
This past Thursday I attended the Massachusetts Conference for Women with the majority of my female coworkers from Holland-Mark. This was the first women’s conference I have ever been to and wasn’t sure what to expect. I was honestly thinking it would be a great place to network, but was also picturing a bunch of boring seminars that would allow for some serious doodling time. For the most part I was wrong about that last statement although some doodling did occur (I just can’t help it). The crowd was huge and slightly overwhelming, you can get a good idea of the size by the picture below, and there were rows of tables behind us!
The Opening Keynote speakers were really engaging, especially Marcus Buckingham (his accent and good looks helped some) and Tory Johnson. They were so great, in fact, that I went to both of their breakout sessions, taking my coworker Liz’s advice that no matter how interesting the titles of the sessions sound, if the person speaking sucks then the whole thing will undoubtedly put you to sleep (not her words, but that’s the idea). She was right because I really enjoyed the first two sessions with Marcus and Torey, and left the third session early because it wasn’t holding my attention at all.
Marcus’s seminar was called “Finding Your Strongest Life” (also the name of his book he is promoting). It’s sort of funny to me that a man is telling women how to be happy, but he made some really interesting and good points. The idea is simple, find moments in your life that invigorate you and pay attention to them, “cradle” them, and make them into something you can do every day. He made the point that happy women don’t multi-task, juggle, or strive for balance, because those goals are all impossible and only means you aren’t paying attention to your tasks 100%. He presented many statistics and facts that made me really think about my own life.
Tory’s seminar was not unlike Marcus’s although it focused a little more on what to do if you lose your job and how to bounce back. She explained that in order to figure out what you really should be doing for a career you need to write down moments of passion or moments where you feel you are “on fire”. Also, you need to be visible; she told her story about when she was fired from her job she sat around her apartment for eight months eating ice cream until she made herself get out and network. She said she had a hard time at first because she would go to events and only talk to her friends, which wasn’t productive at all. She encouraged all of us to meet at least three new people at the event. Although I find walking up to complete strangers hard to do and it’s something I need to work on, this women’s conference was a great place to start.
One comment I have about the seminars I attended is I feel like they catered to women in their late thirties and over. There was a lot of talk about marriage, kids, career changes after being a stay-at-home mom, etc. I absolutely understand that those topics are common for many women, but what about the twenty-somethings who are just getting their career on track? There was one point when Tory asked the audience “who is on LinkedIn, Facebook and Twitter?”, and MAYBE seven people (including me) raised their hand.
During lunch Suze Orman lectured/screamed at us about money. I find her to be intelligent and obviously knowledgeable in finance, but I honestly had a headache after she was done. I am not one who knows a whole lot about the finance world (definitely have an artist’s brain), and am constantly trying to figure out what I need to be saving for retirement or what I should be putting towards stocks, so I was excited when I got her free book.
Overall I really enjoyed attending the conference. I felt rejuvenated and inspired, feeling as if I could really do anything my heart desired as long as I am doing something I love to do. I know I wouldn’t have attended this conference if it wasn’t for the support of Holland-Mark. Whenever an opportunity arises where we can learn or experience something new, Holland-Mark encourages us to participate and I am thankful for being able to attend an event like this one.
- A Woman’s Work (brilliantmagazine.com)
We had the Holland-Mark Digital launch party last night, which was a lot of fun (content to follow).
At a party like that you get to talk to people you work with about stuff that has nothing to do with work. One of our clients has an 18-year-old son, and is struggling with his impending departure from home. We had a great conversation about what that’s like, something I’ve been thinking about now that our oldest is 11. I met the spouses of several folks I’ve known for a while, which somehow always sheds new light on people (my Mom, Dad, and wife came to the event; I’m sure others felt the same). With others I talked politics, song lyrics, the terrorist fiasco in my hometown of Sudbury, cooking, travel, old times, women (with men), men (with women), and football.
The Two Yous
Most of us are more than the roles we play at work, on a team, or in a single project. Moving past the cardboard cutout and getting to know the complete person makes work and life in general more interesting, with the added side bonus of making teams stronger and more effective.
Adding Social Media
Embracing this is the key to engaging effectively in social media. You should approach Twitter in the same state-of-mind you do a cocktail party like last night — sharing yourself authentically, getting to know each person you meet for the interest of it, building a network of relationships, and letting the mutual benefits emerge naturally.
Last night I met someone new who went out of her way to tell me so-and-so from her office said hello. “So-and-so” was a guy I met in person once, but who I felt I’d really gotten to know on facebook over the last two years. He and I have shared thoughts on digital media, but I’ve also seen him react honestly to job changes, watched his kids grow, witnessed his trials and triumphs from afar. He’d apparently done the same for me, and felt he knew me in the way I knew him. That’s powerful ju-ju, I think. If there’s magic in social media, that’s it.
This morning I got a YouTube video from another client, featuring her CEO horsing around in an on-camera skit. He’s the kind of person you instantly know is more than his title when you meet him; a warm and open wit, and a personality that fills the room. Seeing that video validates and enriches my understanding of him as a person, and makes me want to see him succeed.
“Younification”
The blurring of the “professional” you and the “personal” you that happens on the web – younification – is decried in some circles, and I respect that. My wife would say my work life creeps into my home life a little too much, and, if I were wired differently, one or another of my digitally immortalized indiscretions might be embarrassing. But I’ve always thought good business is personal. And social media at its best really just boils down to that.
It gets us all a little closer to the truth. And in the long run, that can only be a good thing.
That’s how I see it, anyway. But this is a tricky one, and I welcome your thoughts.