Scott Buelter & Molly Holmes

1. 1
REACHING THE UNENGAGED: HOW MAMMOTH MOUNTAIN OPTIMIZED ITS
MARKETING CHANNELS TO REDUCE COST AND INCREASE REVENUE
DIGITAL SUMMIT DENVER 2017 CONFERENCE

2. WELCOME
MOLLY
HOLMES
MAMMOTH
DIRECT
MARKETING
MANAGER
SCOTT
BUELTER
ASCENT360
CEO

3. 3
Ascent360 works with
Mammoth to integrate
their data and create
segmented lists to push
personalized, engaging
communications to
drive more revenue
from their marketing
efforts.
HOW IT WORKS: MAMMOTH +
ASCENT360

4. 4
How to optimize your digital marketing to yield the highest
ROI & how Mammoth Mountain put this practice into place
TODAYS DISCUSSION: IN 3 PARTS
• Part 1: To whom you should market
• Part 2: Where you should market to these people
• Part 3: What your investment strategy should look like
Facebook Search
Email
Direct Mail
Digital Display
Mobile

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CASE STUDY
“ABC Retailers” send a newsletter email on a monthly
basis to a full file of subscribed emails
JAN FEB MAR APR MAY JUN
95,000 95,000 95,000 95,000 95,000 95,000
THIS IS BOTH A WASTE OF MONEY AND LOSS OF REVENUE

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PART 1:
TO WHOM YOU SHOULD MARKET

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THE RIGHT PEOPLE
TARGETED MARKETING MASS MARKETING
VS

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SPECTRUM OF THE TARGET
Known Intent & Identity
Interested & Similar Identity
Unknown (Hope?)

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Those who have
shown a desire to
make a purchase
Market Via:
• Booking Anniversary
• In-Resort Messaging
KNOWN INTENT TO PURCHASE

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BOOKING ANNIVERSARY
• Guests book
vacations the same
time every year
• Personalized content
for the season they
booked
• Drive sales by
reminding guests of
Mammoth
Why Does this Work?
ENGAGEMENT:
35%+ OPEN RATE
19%+ CTOR
RESULTS:
WEB BOUNCE
RATE 40%

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IN-RESORT
• Capture audience at
the right time and
right place
• Personalized
content that is
relevant to reader
• Drive purchases to
our business units
Why Does this Work?
ENGAGEMENT:
30%+ OPEN RATE
34%+ CTOR
RESULTS:
AVG 400% ROI
ON EACH GIFT
REDEEMED

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Individuals who have
been to one of your
product pages or who
have requested
information about your
product
Market Via:
• Lodging Retargeting
• Lift Ticket Retargeting
KNOWN INTEREST IN A PRODUCT

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LODGING RETARGETING
• Use web behavior to
target guests
interested in lodging
but not booked
• User generated
content for social proof
to encourage booking
• No offer needed
Why Does this Work?
ENGAGEMENT:
48%+ OPEN RATE
16%+ CTOR
31% BOUNCE
RESULTS:
WEB BOUNCE
RATE 25%

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• Use web behavior data
to target guests
interested in lift tickets
• Short and sweet
• 20% advanced
purchase offer
LIFT TICKET TARGETING
Why Does this Work?
ENGAGEMENT:
51%+ OPEN RATE
18%+ CTOR
RESULTS:
EXCEEDED WEB
REV GOAL BY 170%

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Recent customers
are almost certainly
your LARGEST &
BEST option for
your next sale
Market Via:
• Thank You + Upgrade
• Comeback Campaign
KNOWN RECENT CUSTOMERS

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• Purchase-driven email
thanking guests
• Relevant and timely
content
• Target loyal guests on
upsell messages who
are most likely to
purchase again
THANK YOU + UPGRADE
Why Does this Work?
ENGAGEMENT:
54% OPEN RATE
28% CTOR
RESULTS:
HIGH REVENUE
WITH NO LINK
TO PURCHASE

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• Encourage previous
guests to make a second
trip via email and email
• Personalized offer based
on previous purchase
data
• The more often they
come, the more loyal
they are
COMEBACK
ENGAGEMENT:
31% OPEN RATE
18% CTOR
RESULTS:
HIGHEST RPC
OF ANY REV
CAMPAIGN
Why Does this Work?

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RECENT CUSTOMERS RULE!

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KNOWN PAST CUSTOMER
Known Loyal / Past
Customers
• These are people who have
purchased from you in the
past.
• Perhaps your best
opportunity for significant
revenue $$$
Market Via
• Win-back
• Passholder Program

20. WINBACK
• Target guests who made
a purchase in the past,
but not returned recently
• Use both email and direct
mail channels to optimize
performance
• Opportunity to “win” them
back from competition &
increase lifetime value
Why Does this Work?
ENGAGEMENT:
20% OPEN RATE
16% CTOR
RESULTS:
148% ROI
18% RTN RATE
(VS 4-5%)

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• Audiences based on
previous purchase history
(REN, LAP, ACQ)
• High likelihood to
purchase a pass
• Once in program, highly
likely to purchase more
products
PASSHOLDER PROGRAM
Why Does this Work?
ENGAGEMENT:
20-50% OPEN RATE
6-32% CTOR
RESULTS:
EXCEED BOTH
REVENUE AND
UNIT SALES GOAL

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RECENT, FREQUENT, HIGH SPENDERS
ARE BETTER!!!
RFM Score Sent Revenue
Revenue
Per Sent ROI
555 20,557 $191,662.40 $9.32 65.50%
554 9,814 $68,750.18 $7.01 56.57%
553 3,247 $14,048.56 $4.33 38.01%
545 2,195 $10,145.35 $4.62 40.81%
544 6,003 $19,348.03 $3.22 24.77%
543 10,275 $38,783.57 $3.77 32.03%
455 14,728 $52,015.99 $3.53 29.01%
454 8,006 $19,627.79 $2.45 11.56%
453 2,675 $4,871.28 $1.82 -3.24%
445 2,967 $3,814.49 $1.29 -20.37%
444 7,869 $11,541.32 $1.47 -13.98%
443 6,097 $5,911.44 $0.97 -33.43%

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Also called “Hand-
Raisers”
• Correctly managed, can
be very high ROI target
• Hand-raisers are telling
you – “I am in market for
your product”.
• Give them the
information they need
and a reason to buy
Market Via:
• Welcome Series
KNOWN RECENT PROSPECTS

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• Capture audience when
first interested (email
sign-up)
• If no purchase, provide
engaging content to get
them excited
• Give them an offer to
drive purchase
WELCOME SERIES
2
3
ENGAGEMENT:
30-50% OPEN RATE
12-45%+ CTOR
RESULTS:
143% INC IN WEB
REV IN 3 MOS.
1Why Does this Work?

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It costs 6 to 7 times more to acquire
new customers than it does to keep
current ones.
WHY THIS MATTERS
SOURCE: WHITE HOUSE OFFICE OF
CONSUMER AFFAIRS
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
Retained Customer New Customer
Acquisition Costs Vs
Retention Costs
72%
17%
6%
4%
1%
80% OF YOUR COMPANY’S FUTURE
REVENUE WILL COME FROM JUST 20%
OF YOUR EXISTING CUSTOMERS.
SOURCE: GARTNER

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LIFETIME VALUE
On average, loyal customers are worth up to 10 times as much as their first
purchase.

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Wider Targets
• Unknown but interested
• Known Lapsed Prospect
• The massive - unknown
WIDER – HARDER TARGETS

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PART 2:
WHERE YOU SHOULD MARKET TO THESE PEOPLE

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• Which of these channels should you spend your time
and effort?
• Talk To Customers Where They Spend Their Time
BETTER TARGETING
FACEBOOK GOOGLE EMAIL
DIRECT
MAIL
DIGITAL
DISPLAY
CPC:
ROI:
$4.54
56%
$.24
76%
$.54
56%
$.08
354%
$1.24
15%

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CASE STUDY
THE AUDIENCE ANALYSIS
160,000
HAVE AN EMAIL
125,000
ARE SUBSCRIBED
75,000
HAVE
OPENED AN
EMAIL 6
MONTHS
95,000
280,000INDIVIDUALS IN DATABASE
Direct mail Facebook AdWords EmailDigital displaySearch
210,000 190,000 165,000 185,000

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• Response rate
drastically increases
with multiple
channels (by 3-10%
points)
• Only up to 70% are
emailable or direct
mailable
• Able to reach more
people through
lookalike audiences
PASSHOLDER PROGRAM
Why Does this Work?
EMAIL
DIRECT MAIL
FACEBOOK

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CUSTOMER ENGAGEMENT JOURNEY
Drive better experiences through one-to-one communication, build customer loyalty,
and increase visitation & the lifetime value of every guest and potential guest

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CUSTOMER ENGAGEMENT JOURNEY

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PART 3:
WHAT YOUR INVESTMENT STRATEGY
SHOULD LOOK LIKE

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Unknown
Known intent to purchase
Known interest in product
Known recent customer
Known loyal customer
Known past customer
Known recent prospect
Unknown but interested
Known lapsed prospect
ROI BASED INVESTMENT STRATEGYROI
MARKET SIZE

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