Skip to content

Being True to Yourself and Your Customers: Don’t Pretend to be Something You’re Not

March 23, 2011

We were fortunate enough to have Milena Regos, the Marketing Directer at Diamond Peak Ski Resort here at Lake Tahoe, speak to our MBA class on social media tonight. Milena really has a great grasp on the concept of marketing in general and the importance of utilizing social media in your personal and professional branding and marketing strategy.

She shared some of the areas that Diamond Peak focuses on with their marketing strategy, such as catering strongly to beginners and children with lesson specials and a new skier-friendly atmosphere. If you visit their website or follow them on Twitter, Facebook or at their blog, you wont find a ski resort that pretends to be anything it’s not. Diamond Peak knows it’s not the biggest mountain in Tahoe or that with the most challenging terrain. As such, you don’t see images of big mountain skiers and snowboarders launching themselves off of rocky ledges and cornices. Instead you find imagery of customers taking advantage of the offerings that the resort excels at – breathtaking views of the lake and kids having a great time learning to ski – not to mention videos of the resort’s mascot,  Diamond Pete. In fact, their slogan reads, “Your Tahoe place for kids”.

Diamond Peak does quite well catering to their niche audience of skiers and boarders who appreciate a mountain with more of a personal feel and a child and beginner-friendly atmosphere – without the long lines and crowds often found at some of the larger area mountain resorts. They also maintain an impressive social media presence. Running a Google search for “learn ski tahoe” shows them as the first resort displayed in the results despite being one of the smaller resorts in the Tahoe area.

Lessons to be learned:

  • Know your strengths as a business
  • Place yourself in the position to be found by the audience who finds value in these strengths
  • Portray yourself as a leader and authority in these areas
  • Cater to that audience to build loyalty

Awesome views of Lake Tahoe dont hurt, either!

Photo Credit 1, 2

  1. Jenn Seeley permalink

    Perhaps one of my favourite lessons shared from the social media folks who ‘do it right’, is the one of transparency. When a brand ‘pretends to be anything it’s not’, consumers quickly see through that. Diamond Peak looks like a place that even I could learn to ski at – too bad it’s so far away!

    Sounds like Milena left a great impression and food for thought in best practices in a class I would have enjoyed being in!

    Jenn Seeley
    Community Engagement Specialist – radian6

    • Thanks for the comment, Jenn! I am with you on that one. Social media gives you the ideal opportunity to be real and personal which is highly appealing to those who may be interested in what you’re offering. Diamond Peak is one of those places that gets it.

  2. Eddy

    I think this goes for our personal brands as well. For most of us in the class, this is the first time we’ve ever blogged, let alone thought about what makes us remarkable. It’s important to remember that we probably aren’t experts in the topics we blog about, so there’s no sense in making it sound like we are. I’m sure people would be able to tell if we were genuine about a subject or not. I think that admitting were not experts makes our content more credible in a way. At least I hope so.

    Anyway, that was cool that you turned Milena Regos’ presentation into a blog post. Good job!


    • Totally agree, Eric. Everyone appreciates honesty. If you’re being disingenuous, it will show – especially in a format like blogging. Thanks for taking the time to read and comment.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: