RRC Associates recently completed the first stage of the “NSAA Beginner Conversion Study”. Hundreds of beginners were interviewed. When asked what they liked BEST about their first-time lesson the answer was “the Instructor”. When asked what they liked LEAST the answer was “the Instructor”.
A synopsis of the Beginner Conversion Study is available HERE.
Instructors are INFLUENCERS who can make the difference between a one and done customer and someone who makes skiing and snowboarding a priority in their lives. The entire Learn to Ski and Snowboard/Bring a Friend initiative encourages newcomers to take beginner lessons from trained instructors.
Here are some ways that instructors can utilize the initiative for successful outcomes.
Review the Beginner Conversion Study synopsis to learn more about the characteristics of beginners who were interviewed for the study.
Meet with key members of your resort’s management and marketing departments to determine the make-up of YOUR target audience.
Develop a plan to attract and convert beginners based on setting realistic goals and objectives, determining communications strategies and tactics, and a way to evaluate success. F6
Examine YOUR approach for conversion and make sure various levels of your resorts staff are informed. Beginners are different consumers compared to those who already know how to ski or snowboard.
Send information about your January “Learn To” programs and also your Bring a Friend programs to organizers of the Learn to Ski and Snowboard/Bring a Friend initiative. We will post your information FREE.
There are several ways to do this:
Send a WORD DOCUMENT about your special “Learn To” program and /or Bring a Friend program to info@XXXX. It will be posted in the NEWS section of learntoskiandsnowboard.org.
Use the “Special Offers” form to register your programs in the Special Offers section of learntoskiandsnowboard.org.
Sign up for the World’s Largest Lesson. This event generated thousands of dollars in publicity last year for learning how to ski or snowboard.
Incorporate the Bring a Friend Challenge and/or #firstdayfaces into your plans to attract newcomers. These are FREE programs that are conducted online. All we ask is that you help promote them.
Details are in the Partner Toolkit at www.ski-snowboard.org.
Use the graphics included in the toolkit on your web site to easily draw attention to your BEGINNER lessons. These sometimes are hard to locate because most web sites have a plethora of information.
Use the Beginners Glossary of Terms to help educate your first-time guests.
Review the NEW Your Mountain and determine if this is a useful tool that serves as a “preview” for your first-time guests.