Power Marketing

3 Marketing Tactics to Increase Season Pass Sales

For some industries, selling season passes is a necessity, not a luxury. A strong subscriber base ensures longevity and sustainability for season products or series. Season passes offer the best seats at a discounted price, and often come with other special VIP perks — a win-win for buyers and sellers alike.

However, during an economic downturn, convincing people to spend their money on future experiences is tricky. Which is why it’s important now more than ever to explore fun, creative ways to prove your company’s value proposition to your target audience.

Whether you’re a ski resort, theater company, or sports arena, these three marketing tactics will help you increase season pass sales.

1.   Segment Your Target Audience

Many organizations make the mistake of lumping all of their sales efforts into one advertisement, resulting in ineffective, impersonal marketing. If the people you’re targeting have never heard of your ski resort or theater before, how can you expect them to commit to a larger investment of both their time and money?

By building a different campaign (specifically, messaging) for each of your target audiences — including last year’s passholders, potential passholders, and even one-time visitors — you’ll be able to more accurately appeal to their specific interests or relationship to your brand.

Using incentives and creating urgency can work for recent passholders, but it may not convert customers who have only been to your establishment once or twice. For them, try highlighting specific family-friendly events or exclusive season passholder discounts instead.

You can even disseminate an incentivized survey to last year’s passholders (which could double as an ad) to learn more about what made them buy your season pass. This data can help you optimize all variations of your season pass campaigns.

2.   Start Selling Season Passes During the Off-Season

To increase season pass sales, promote your off-season events — like Christmas in July at your ski resort or winter lights festivals at your amusement park — and take advantage of user-generated content on social media to show your customers enjoying your establishment all year long.

Advertise your season passes around specific holidays, like Christmas or Valentine’s Day, to make gift-giving convenient during your busy season and off-season. Other buzz-worthy launches, like a brand-new exhibit, cast, ride, or ski lift can help you build excitement during these slower months.

3.   Diversify Your Advertising Methods

While sending mailers to prospective season passholders and hanging up flyers around your establishment can help spread the word about membership opportunities, they’re not the only ways to increase season pass sales.

Multichannel programmatic campaigns are especially effective for highlighting some of the most popular perks of your organization’s season pass offerings through creative, innovative mediums like video and animation. Not only do video ads provide a 48% higher sales rate than static ads, but they also do a better job at building consumer trust. Using video gives marketers a better opportunity to tell their brand story — which creates a bond with customers — or sell a product in a visually appealing way.

Digital out-of-home (OOH) advertising — digital signage and point-of-purchase screen ads — also has its place. Investing in these advertising methods can help your brand market to a wide range of customers who may be interested in season passes.

By applying these three tips, you’ll be better equipped to find and engage new and existing customers to increase season pass sales. However, for truly optimal campaigns, consider partnering with Power Marketing. We’ve helped organizations from a wide variety of industries build creative, effective ad campaigns that sell season passes year after year.
How Being a Women-Led Marketing Agency Impacts Our Work

Beginning in 2020, Power Marketing became a majority women-owned and operated agency. Being one of the few women-led media buying agencies in the country influences everything our team does, from how we help our clients resonate authentically with audiences to how we support our employees. It’s helped us recognize our responsibility to create a work culture where everyone feels valued, included, and supported — all while still having fun tackling the challenges that our clients throw us head on.

Here’s a peek into how we lean into our culture of collaboration and care.

A Critical Connection

Research has found over and over again that consumers are most likely to feel an affinity toward brands that reflect who they are, what they enjoy, and what they value. Yet, despite women making between 70 and 80% of all buying decisions, there are few women at the helm of ad agencies — whose entire mission is to help brands connect with these buyers.

At our agency, our unique experiences and perspectives form the basis of our expertise. We know what it takes to create meaningful connections between brands and consumers in a way that feels authentic. We’re constantly looking for new ways to bring this insight into our strategic processes — whether it’s employing new storytelling techniques, identifying new media opportunities, or understanding what different audiences are looking for.

Dani Witte, CEO | Jenny Threestars, COO

Employees First

As a business owner and a mother, trust me when I say that a supportive employer-employee relationship can be a total game-changer for your physical and mental health. Ensuring our team members achieve work-life balance — however they define it — is at the heart of how I lead my team.

While I’m a big advocate for early planning and preparation, I also value flexibility. The more we can adapt to each person’s unique needs and circumstances, the better for all of us. This means frequently encouraging our employees to take the time to recharge and manage their workloads, providing hybrid work schedules, and offering generous paid time off policies.

Ultimately, supported employees are the most valuable employees. Empowering each team member to live their best life through mutual respect, resources, and open communication, brings about their best work.

We Care

One of our company’s core values is to be caring: for our clients, our coworkers, and the work we do. We don’t just want to build, launch, and manage campaigns on their behalf, but invest ourselves in their entire business. This means internalizing our clients’ needs, values, and culture during initial conversations and beyond.

To do this, we prioritize constructive and honest communication with clients, partners, and team members that’s rooted in positive intent because we believe our best work comes from a place of honesty, trust, and transparency. At Power Marketing, we focus on leveraging empathy to form the foundation required for collective success; it’s why we’ve built a culture where everyone feels safe to voice their opinions, even if they don’t align with our own. We ask hard questions, challenge assumptions, and push each other to be better every day — without ever compromising on this care and respect.

We’re proud of what we do and how we do it. We’re not here to only create great work but to also have fun and build strong relationships in the process.

Yours in advertising,

Dani Witte, CEO + Partner

Power Marketing
4 Tips for Building an Effective Recruitment Campaign

To effectively grow and scale your organization, you need to sell high-quality products and services, cultivate trust with your consumers, adapt to an ever-evolving market, and prioritize the customer experience. You can’t do any of this without hiring the right people — not just those who match the job description but those who align with your company’s mission and values.

One of the best ways to find the most qualified candidates and stand out from competitors who are hiring is building a strong recruitment campaign.

Here are four tips to help you attract the best-fit applicants.

1.   Develop an action plan

Before creating, let alone launching, your recruitment campaign, you need to develop an action plan with specific, well-defined goals. To establish these goals and help cultivate inspiration for ad messaging, sit down with your marketing and/or HR teams and pose questions like these:

By building an action plan that is specific, measurable, achievable, reasonable, and timely (SMART), you’re more likely to stay motivated and find success. Setting goals for your recruitment helps you stay on track, keep everyone on the same page, and minimize miscommunication.

2.   Define your ideal employee

When you’re selling a product or service, you typically build the ad campaign to resonate with your target audience. You want the design and messaging to speak to your primary consumers’ age range, gender, location, and hobbies or interests to boost conversion rates.

Why not treat your recruitment campaign the same way? Understanding your ideal candidate — from location and education requirements to years of experience and specific skill sets — can help you create better job descriptions and ads as well as reduce the costs and time spent chasing the wrong applicants. Instead, the best ones will come to you.

To define your optimal candidate, look at your current employees. Make a list of their qualities and skills you most admire — especially from those within the department you’re hiring for — and talk to managers and supervisors about what they’d like to see in a new hire.

3.   Craft a powerful message

For the most part, a recruitment campaign is just like any other of your marketing campaigns because you’re selling the same thing: yourself. However, this time you’re marketing your brand by conveying your employee value proposition instead of selling a product or service.

By turning what applicants want to hear and what you have to offer (innovative tech, excellent benefits, etc.) into powerful messaging, you can demonstrate you know the market, encourage candidate engagement, and find ideal options.

4.   Choose the right platforms

Since over 4.26 billion people worldwide use social media, it’s critical you place your recruitment campaign on platforms like Twitter, LinkedIn, and Facebook. This allows a large pool of prospective candidates to find, read, and apply to your job ad.

To determine the best social channels for your campaign, reference your ideal candidate profile. Defining your target candidate first will help you establish which social media platforms they use the most for optimal ad views and engagement.

All in all, building an effective recruitment campaign involves doing the proper planning and research. The more you know about your ideal candidate, the better you can design and publish ads that will target and speak to them.

If you need help creating a truly dynamic recruitment campaign, reach out to Power Marketing. We’ve been major players in the ad industry for over 20 years and know exactly how to build campaigns that will find you stellar candidates and employees.

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3 Questions You Had About Advertising on TikTok, Answered
No matter your industry, size, budget, or audience, your brand needs to be advertising on the social media platform TikTok. Not only has it been downloaded more than two billion times globally — making it one of the world’s most popular apps today — but it’s also where social media users spend most of their time. Compared to Snapchat, Twitter, Facebook, and Instagram, TikTok is where millennials and Gen Z scroll for the longest.

But how do you get your brand in front of these audiences? When you create content on the app that speaks to these demographics, you’ll engage with existing consumers and connect with new ones — resulting in growth and scalability over time. To help you effectively advertise on TikTok, here are the answers to three common questions.

1. What are some of the biggest 2023 TikTok advertising trends?

According to TikTok’s What’s Next report, what will shape content in 2023 is “actionable entertainment, making space for joy, and community-built ideals.”

So, your ads should prioritize:
- Attention-grabbing videos that are original, funny, relatable, and uplifting. Consumers support brands they trust and that demonstrate strong storytelling chops.
- Humor and levity. Amidst all of the global issues we’re all bombarded by online, consumers are burnt out. Consider churning out some funny videos and jumping on TikTok’s audio trends to help users make time for joy.
- Human connection. To really tap into honest, open engagement with your audience, try targeting niche identities — like #bakingmoms or #workingmoms, instead of all moms.
2. What demographics will I reach on TikTok?

TikTok is used by people from a wide variety of cultures and lifestyles, who share different identities, feelings, beliefs, and interests. The algorithm is designed to put your content in front of the most aligned audience, but remember, 73% of TikTok users are between the ages of 18 and 34 years old. So if your target demographic skews older, TikTok might not be the best platform to use.

Understanding these key TikTok user demographics can help you create fresh, relevant, and engaging content that speaks to users’ likes and interests.

3. What are my TikTok ad targeting options?

One of the easiest, most effective ways to find and engage with your ideal audience is through TikTok ad targeting. This marketing method helps ensure your ads are being consistently placed in front of the people best suited to buy your products or services.

TikTok can help you target consumers by:
- Audience, whether that’s helping you focus on users who are already familiar with your brand or have engaged with it in the past (custom audiences) or finding completely new groups of people who share similar interests with your existing customers (lookalike audiences).
- Demographics, including directing ads to specific users based on their gender, age, geographic location, and app language.
- Interests and behaviors, like honing in on people with specific interests (cooking, dancing, traveling, etc.), purchase intent, in-app behaviors (e.g., liking or commenting on videos in a particular category), and recent engagement with hashtags.
- Device, for example connection type, operating system, device model, etc.
- Smart targeting, which helps you use TikTok ad targeting options like targeting expansion, automatic targeting, and targeting recommendations to extend your ad delivery cycle and boost conversions.
As you can see, the answer to the question “should I be advertising on TikTok?” is a bit of a no-brainer. TikTok is one of the most popular social media platforms on the planet, helps you segment exactly who sees your ads, and, best of all, allows you to expand your reach in a creative way, without breaking the bank.

Plus, you don’t have to do it alone. Power Marketing has all the tips and tricks you need to build a compelling TikTok advertising plan that will find and engage with your best-fit audience. Connect with us to get started on TikTok.
Power Marketing’s Top 5 Resources For Staying Updated on Marketing Trends

The key to being a successful marketer is knowing what people are talking about, where they’re spending their time, and most importantly — what’s coming next. By always keeping a finger on the pulse, we help our clients build better campaigns that deliver the right message to the right audience at the right time and place.

To stay ahead of these trends, our team relies not only on our pre-existing expertise and personal experiences as consumers but also on the latest industry resources. Here are some of our favorites.

The Current

What it is: An e-newsletter distributed by The Trade Desk — each week, it delivers the biggest stories, key trends, and critical analyses on the future of digital marketing.

Why we love it: Its focus on paid media. The Current frequently dives into topics such as the future of TV (including connected TV), up-and-coming advertising channels, and other data-driven strategies. Having deeper insight into these relevant must-knows impacts how we make campaign messaging, targeting, and budgeting decisions for our clients every day.

Ad Age

What it is: The go-to industry publication covering all things marketing, advertising, digital, media, and agency. It’s the first place everyone goes when there’s breaking industry news, when they’re searching for behind-the-scenes details on a memorable Super Bowl ad, or when they’re curious about the outcome of the latest agency reshuffle.

Why we love it: Ad Age covers everything we need to know about the latest campaigns, industry news, and consumer trends — it’s also the best way to learn about what strategies top brands and agencies are pursuing, which new technological innovations to explore, and how broader issues (like the sociopolitical landscape or looming financial concerns) are affecting the industry. Our team also loves the app, which lets us stay updated while on the go.

IAB

What it is: A trade association that connects and provides training services to leading media companies, agencies, and tech firms. It also curates a fantastic e-newsletter, blogs, and other resources on the advertising landscape.

Why we love it: It’s a comprehensive place for media-related research studies, reports, and whitepapers conducted by both IAB and sourced from its member companies. It also compiles revenue and ad spend reports that provide us with industry benchmarks for internet advertising revenues and a peek into the overall digital advertising ecosystem.

theSkimm

What it is: A website that recaps all of the biggest stories, from the latest policies passed in Washington to the most popular products everyone’s eyeing. Launched a decade ago, the site is designed to help women make more confident decisions by giving them all of the information they need, all in a concise, catchy, and relatable voice.

Why we love it: Although theSkimm is not a marketing-exclusive outlet, it provides our team with valuable information on what’s happening in the world — crucial when we’re responsible for making relatable, authentic, and timely advertising decisions for our clients. Plus, as a women-owned and women-majority team, we love supporting purpose-driven endeavors from other women.

Smart Agency Master Class

What it is: A weekly podcast to help agencies scale. Every week, the host interviews agency leaders who run successful businesses, providing their perspectives on topics such as how to be more innovative, ways to avoid agency owner burnout, and why being purpose-driven can help retain clients and employees.

Why we love it: We’re always looking for opportunities and ideas on how to improve our agency. Keeping our employees and clients feeling supported and cared for as we grow is our No. 1 priority, and learning how others have successfully balanced business demands with our current culture is invaluable.

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Master These 2023 Marketing Trends to Drive Growth and Scalability

Some expected recession forecasts and lack of major events — no Olympics, World Cup, or elections this year — to negatively impact ad spend in 2023. But while ad spend is still slower post-pandemic, it’s predicted to increase both nationally and globally this year.

This trend may be proof that smart brands never slash their marketing budgets during times of crisis. Instead of taking a reactive approach, they’re proactive, refusing to halt product development or let layoffs spook them. Successful organizations continue to build brand trust, increase advertising efforts, and optimize the right AdTech solutions to drive innovation and productivity — no matter what’s happening around them.

To mimic their initiatives and stay ahead of your competition, here are three 2023 marketing trends you should prioritize.

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1.   Personalized Messaging

In addition to friendly service and high-quality products, 56% of consumers expect brands to create personalized experiences. This popular 2023 marketing trend helps build brand awareness, drive engagement, and boost customer loyalty, resulting in repeat sales and increased profitability over time.

One of the best ways to personalize messaging via display, video, and digital out-of-home (DOOH) ads is with programmatic advertising. By leveraging technology to automate buying and selling digital ads, you can adjust your target audience based on interests or geographic location, etc. — and then deliver relevant, compelling content across search engines and social media platforms. Powered by programmatic advertising, personalization will make your customers feel valued and understood.

2.  Media Planning

Collecting and analyzing consumer data to design engaging ad campaigns that resonate with your audience is only half the battle. For optimal results, you need to consistently place those ads in front of the right people at the right place and time — which is where media planning comes in.

Media planning is the process of tracking and analyzing audiences and channels to identify when and where you should advertise to maximize ROI. This helps you better understand your customer base to remain competitive in an ever-evolving, highly saturated digital world. With it, you can improve brand awareness, track and manage your campaign budget, maintain audience attention, and continually measure ad results to make changes.

Best of all, this 2023 marketing trend allows you to explore new channels with less competition and lower cost-per-click rates — thanks to cut ad budgets — that better cater to your key demographics. For the best results, try partnering with an agency that specializes in media planning.

3.   Streaming TV Advertising

As streaming TV services continue to grow in popularity, so does streaming TV advertising. Advertising on streaming services enables you to reach more consumers as streaming viewership has surpassed cable consumption. It’s also more cost-effective than advertising on traditional linear TV. By targeting only the audiences relevant to your business with tailor-made ads, you’re likely to get more conversions for less of an investment.

These 2023 marketing trends primarily involve optimizing existing processes and tech solutions to help you plan ahead and measure your efforts. Then it’s easier to build captivating campaigns that turn browsers into buyers.

If you’re unsure exactly how to get your 2023 marketing trends off the ground, reach out to Power Marketing. We have all the tips and tricks you need to grow your advertising efforts this year.
6 Questions to Ask Before Partnering With a Media Buying Agency
Partnering with a media buying agency as a trusted partner can be a game-changer for any business. Not only can they guide you through the complex ecosystem of advertising, but they can also help you achieve higher ROIs through exclusive ad placements and better rates.

However, finding the right media buying agency can be tricky — with so many agencies offering similar services and prices, how do you know which one to choose? We’ve compiled a list of six key questions to keep in mind as you meet with prospective vendors.

1. Do they have experience buying media in my industry?

Most media buying agencies specialize in particular industries, such as entertainment, finance, or travel. Having this niche means they benefit from the latest industry trends and deeper insights into strategic best practices for companies similar to yours. You also want to ensure that they have expertise in the media types most relevant to your business, whether that’s digital (e.g., search, streaming audio, paid social media, streaming TV, display, or native) or traditional (e.g., broadcast TV, cable, radio, out-of-home billboards, or print).

So, make sure to request each prospective media buying agency’s references, testimonials, or case studies from existing clients in your industry — which should ideally include a clear challenge, the solution they provided, and data-backed results.

2. What is their media buying process?

Media buying is no simple endeavor — research, planning, negotiating, insertion orders, budget allocation, tracking, and optimizations are just some of the many steps throughout the process. Ideally, your prospective media buying agency will dive into some of these steps in greater detail, demonstrating that they approach every campaign strategically. If they provide recommendations as to what media mix would work best for your business when outlining these steps, that’s even better.

3. Do they offer additional services?

Beyond media buying itself, ask whether they offer additional services such as localization of brand materials, copywriting, or production services. Hiring a full-service agency can save you time and effort otherwise spent managing multiple vendors.

4. What technologies do they use to power your processes?

As you chat with prospective agencies, make sure to dive into the technologies that support their media buying process. An experienced media buying agency will ideally have in-house software, integrations, and tools that:
- Let them target custom audiences via keywords, competitor sites, first-party data custom AI audiences, industry-specific segments, and contextual information
- Attribute results based on custom conversions, reach, and footfall, and use analytics to scale and optimize each campaign
- Allocate budgets in an optimized way by ensuring media efficiency across media partners
- Protect against fraud and authenticate ad delivery
5. How do they handle reporting?

Reporting is one of the most important aspects of media buying — after all, it’s the key to knowing how your campaign is performing and how you can tinker with it for better results.

A reputable media buying agency will meet with you regularly to provide valuable insights into what works and what doesn’t, as well as recommend the next steps for each campaign. So, ask about how your prospective media buying agency handles reporting, including:
- What data they offer (e.g., reach, impressions, or cost-per-click)
- The frequency with which data in the analytics dashboard is refreshed
- How they track KPIs and compare results across creatives
6. What media partnerships do they have?

Strong media relationships are the bread and butter of every media buying agency — the impact of an agency’s trusted reputation with media vendors can go a long way in helping you achieve the results you need.

These partnerships can boost buying power as well. Your media buying agency should be able to negotiate better rates and unlock exclusive access to placements unavailable to brands themselves.

Find the Right Media Buying Agency Today

Remember: your media buying agency is a partner in your success — that’s why conducting thorough research and asking comprehensive questions is crucial to finding the best fit.

For more than 25 years, Power Marketing has helped our clients unlock incredible results. Learn more about what we can do for your business.

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4 Fun Campaign Targeting Features to Check Out in 2023

With the new year right around the corner, it’s high time to start finalizing your marketing strategy, budget, media mix, and creative messaging. If you’re looking to get a little creative with your upcoming campaigns (and hopefully unlock more attention and better results in the process), you’ve come to the right place. Here are four unique campaign targeting features to check out in 2023.

Weather Targeting

Run an ice cream shop? Sell cold weather gear? Manage a ski resort? If your business depends on weather conditions and temperatures, weather targeting is a campaign optimization tool you don’t want to miss out.

Essentially, this type of campaign targeting involves turning on and off your campaign when certain weather conditions are met. For example, you could use weather targeting to run your ad when the temperature is above a certain threshold or when it’s raining. This way, you can ensure your ads run only when they’re most relevant to people in a targeted area — and save money on wasted impressions that won’t convert. (After all, most people aren’t likely to buy umbrellas if it’s bright and sunny or flip-flops when it’s cold and snowy.)

Life Events Targeting

Targeting by general demographics, such as age and gender, is a must for any campaign, but sometimes you want to segment a more specific audience with deeper commonalities — and that’s where life events targeting comes in handy. Life events, such as getting married, graduating from college, buying a house, or having kids, are momentous milestones that warrant special, potentially even once-in-a-lifetime, purchases.

People who have recently (or will soon) experience a life event are more likely to buy items associated with that event, such as newborn essentials, bridesmaid gifts, or graduation gowns. Even if you’re selling life event-adjacent items, such as event rentals, home cleaning supplies, or affordable business attire, targeting based on life events can help you reach new customers unfamiliar with your brand.

Affinity Targeting

Beyond using demographics, behaviors, and life events to target audiences, consider adding affinity to your list. This campaign targeting strategy allows you to group people who share a set of values or qualities — you can think of affinity audiences almost like buyer personas.

Affinity audiences are perfect for brands that want to appeal to potential customers with similar political beliefs, priorities, or interests. For example, if you sell tickets to the newest Broadway musical, your affinity audience might contain both shoppers who love musicals as well as those interested in keeping up with new events in town. Targeting an affinity audience with both qualities, rather than only one, increases the likelihood that your ads successfully grab their attention.

Lookalike Audience Targeting

If you’ve already nailed down your campaign targeting strategy, you can amplify your results by leveraging lookalike audiences, which targets more people who resemble your existing customers. Lookalike audiences are built with machine learning algorithms, which analyze your customer’s data (including their shopping behavior, demographics, geographical location, affinity, and more) to find other customers with similar characteristics.

By ensuring your budget goes toward attracting, engaging, and converting the most relevant shoppers, lookalike audiences are fantastic for boosting ROI.

Turbocharge Your Campaign Targeting in 2023

Regardless of what types of media your campaign includes, using these campaign targeting strategies can significantly increase its effectiveness — as long as you know how to properly set it up, optimize it, and manage it, that is.

Here’s where a trusted media partner like Power Marketing can be a game-changer: our 25-year-plus expertise in media buying, investment in the latest media technologies, and 300+ data partnerships all ensure each campaign reaches the right people at the right place and time. Learn more here.
3 Ski Resort Broadcast TV Tactics We Love

As winter weather ushers in the ski season, it’s the ultimate time to unleash your marketing tactics and start attracting visitors to your resort. But with the ski industry booming, you’ll need to think outside the box to guarantee your ski resort is the first place visitors think of when they want to hit the slopes.

One ski resort marketing channel to add to your media mix? Broadcast TV.

Why Broadcast TV?

Although digital marketing has dominated the conversation in recent years, there’s no denying broadcast TV still has a place in ski resorts’ marketing mix:

On average, adults in the U.S. spend more than three hours watching broadcast TV every day, with broadcast TV reaching 95% of households.

Broadcast TV saw a 19% increase in advertising dollars in January 2022 compared to 2021. Experts predict the budget spent on broadcast TV ads will hold steady at approximately $65 to $68 billion through 2026.

Traditional media channels, including broadcast TV, perform better than digital channels when it comes to reach, engagement, and attention relative to costs.

It’s clear: digital marketing hasn’t replaced traditional media; instead, they play complementary roles in the ski resort marketing funnel.

If you’re ready to build brand awareness and drive more visitors to your resort this winter, make sure to keep these three tactics in mind.

1.   Use broadcast TV to attract top-of-funnel audiences

Like most traditional marketing channels, broadcast TV is perfect for reaching a large, top-of-funnel audience who may be unfamiliar with your brand. This gives you an opportunity to introduce what you have to offer, even before they have a chance to think about booking their next vacation.

However, because you’re targeting different audiences spanning different ages, genders, and interests, you should keep your campaign as broad as possible to help viewers relate to your ad and even imagine themselves at your resort. This might mean showcasing various activities or amenities beyond skiing or snowboarding, such as dining out, tubing, or simply relaxing in a hot tub.

2.   Repurpose your broadcast TV ad for other channels

When viewers engage with branded content across different devices and channels, they’re more likely to remember your brand. As a result, don’t leverage broadcast TV as a standalone media channel; instead, make it one component of an omnichannel ski resort marketing campaign.

So, once you successfully attract prospects with your broadcast TV ad, make sure to continue engaging with them and pushing them further down the funnel — this way, you’ll be able to continue building trust as they consider making a purchase decision. For example, you can repurpose elements of your ad for mid- to bottom-funnel digital channels, such as social media and paid search.

You can also repurpose different parts of your ad (and sprinkle in any additional b-roll footage) to make it more relevant for more specific audiences, such as a skiing aficionado or a family researching different memorable, child-friendly vacation options.

3.   Localize your broadcast TV campaign

When running a broadcast TV campaign, localize your creative to ensure it resonates with audiences in different places.

For example, you might consider promising “a winter experience” in geographical areas that never see snow while using more skiing and snowboarding-focused copy and visuals in locations with an established winter sports culture.

The best way to drive results from a broadcast TV campaign is by partnering with a media buying agency, like Power Marketing, that specializes in ski resort marketing. Not only can we help you design, launch, and optimize a successful campaign, but our strong media relationships ensure you unlock the best rates and ROIs. Learn more.
Demand-Side-Platforms (DSP): A Beginner’s Guide for Entertainment Industry Marketers
Entertainment was one of the hardest hit industries during the pandemic, but compared to airlines and restaurants, recovery has been slower than expected. Although the live music industry has made a roaring return — as demonstrated by Taylor Swift’s Ticketmaster saga — other entertainment verticals, like Broadway shows, continue to face challenges related to inflation, reduced tourism, and unpredictable audience trends.

For companies struggling to boost live entertainment sales, one effective solution is programmatic advertising, which maximizes ROI by ensuring highly relevant and personalized messaging reaches targeted segments. But before starting, it’s crucial to understand the technologies behind it, such as demand-side-platforms (DSP), a key tool that powers the programmatic advertising process. Here is everything entertainment marketing professionals need to know about DSP.

What is a DSP?

A DSP is an automated ad-buying tool companies can use to programmatically purchase digital ad inventory for their campaigns, whether a website banner, in-stream video, or mobile app ad. DSPs connect with multiple ad exchanges, which are digital marketplaces that allow publishers to sell their ad inventory and advertisers to buy space via real-time bidding.

In other words, DSPs allow advertisers and advertising agencies to purchase ads across many different sites and channels simultaneously and instantly rather than separately on, say, Google and Facebook.

What roles do DSPs play in entertainment marketing?

Beyond making media buying more efficient, DSPs also offer the following:
- Enhanced audience targeting capabilities. Using a powerful trove of data, DSPs help users personalize experiences that connect with the right audience at the right time and place — in other words, reaching people who want to attend live entertainment experiences through channels they’re paying attention to when looking to buy tickets. You can also work with an agency to use DSPs to nurture relationships throughout the entire consideration process or retarget existing customers to boost their lifetime value.
- Fraud prevention tools and greater brand safety. This helps protect your ads from being served in the wrong places, such as sites with objectionable content, low-quality inventory, or fake traffic.
- Advanced reporting. By providing real-time insights into campaign performance, you can flexibly shift your budget to optimize for results. For example, you might reduce marketing spend on maintenance flights and on-sale campaigns, choosing instead to use your budget to boost frequency closer to performance dates. DSPs also allow you and your agency to pinpoint precisely which ads or touchpoints resulted or assisted in conversions within your omnichannel or multi-channel campaign.
- Widespread reach. Whether you’re interested in building brand awareness via connected TV (CTV), digital out-of-home (DOOH), in-feed ads, or audio streaming, DSPs can help you reach audiences across multiple channels. With a multi-channel strategy, you can easily decrease your CPMs and improve yield optimization.
3 DSP Best Practices for Entertainment Marketing

When building programmatic campaigns with DSPs, keep these tips in mind:
- Collaborate with media buying agencies. Given their powerful yet complex features, finding the right DSP can be complicated, expensive, and time-consuming. Rather than learning as you go along, consider working with an agency that has their own whitelisted DSP, so you can benefit from their expertise with managing large volume spending. Agencies also have higher level access to inventory and leverage, which can massively boost your campaigns’ ROIs.
- A/B test your creative. Find out which visuals, headlines, and CTAs are most effective, then use that data to optimize your campaign.
- Create a strong audience segmentation strategy. Hyper-specific targeting will yield the best results — for instance, targeting only regular Broadway ticket purchasers for Broadway shows.
Even with these tips, you don’t have to navigate the world of DSPs and programmatic advertising alone. Power Marketing’s powerful data integrations, access to premium ad inventory, and robust audience and industry insights can propel your entertainment marketing efforts toward your ticket sales goals.