#United States #Bozeman #Ski Resorts #Flying Horse #Neuromarketing

The Science and Strategy of Effective Ski Advertising

In a pioneering effort to elevate ski advertising, Flying Horse Communication has unveiled findings from the first neuromarketing study targeted at optimizing ski-related marketing strategies. With neuromarketing—a cutting-edge fusion of neuroscience and marketing—this study aimed to uncover the keys to more engaging and emotionally resonant advertisements.

Located in the vibrant ski hub of Bozeman, Montana, Flying Horse Communication sought to address the issue of repetitive and undifferentiated ski advertising that floods the market. "Most ski ads struggle to connect meaningfully with their audience, so we aimed to unlock the secrets that would resonate with skiers emotionally and cognitively," explained Murray Steinman, the agency's CEO.

The groundbreaking study employed advanced techniques such as electroencephalogram (EEG) monitoring, eye tracking, facial coding, and electrodermal activity (EDA) measurements. By analyzing viewer responses to video ads, the study captured essential data on attention, emotion, engagement, and mental workload, offering insights into what elements make ski or winter sports ads successful. Isaiah Cormier, the Director of Research and Behavioral Science at Flying Horse, emphasized the study's aim to attain a clear understanding of effective ski advertising elements. According to Cormier, narratives that incorporate speed variance and effective logo usage are critical aspects that can greatly enhance viewer engagement.

This research comes at a time when ski resorts across the United States and Canada are increasingly reliant on advertising to drive engagement and annual revenue, which reached a staggering $4.6 billion in 2024. Currently, there are 775 ski resorts in North America, each vying for attention in a crowded market. The findings from Flying Horse's study serve as a guide for tourism boards, resort owners, advertising agencies, and creative directors looking to break the mold and design unique, engaging advertising campaigns.

The research team also sought to underscore the complexities inherent in employing neuromarketing strategies effectively. Dr. Stephen Genco, an expert in neuromarketing and author of Neuromarketing for Dummies, noted that while many agencies purport to utilize neuroscience for marketing, only a select few possess the requisite expertise to validate their methodologies.

To make the study’s findings more accessible, the agency has produced a brief video summarizing the top-line results and insights generated from the research, which can be viewed online."Our objective was to remove the ambiguity from ski-related advertising, enabling our clients to craft campaigns that genuinely resonate with their target audiences," said Cormier. This research marks the first in a series of studies aimed at refining advertising practices within the ski industry. If the objective is to develop ads that stimulate brain engagement, then you're in for a treat," he added.

The potential for transforming ski advertising through scientific insight holds great promise for the future of the ski industry. As brands explore deeper connections with their consumers, Flying Horse Communication stands at the helm, ready to pioneer innovative advertising methodologies. Henceforth, the company is poised to continue leveraging neuromarketing insights to create compelling narratives in advertising that champion the experience of skiing and winter sports in an engaging, eye-catching manner.

To learn more about Flying Horse Communication and their journey into the world of neuromarketing, visit their website at Flying Horse Agency. For direct inquiries about their research, contact Isaiah Cormier via email at [email protected].

This innovative blend of marketing and neuroscience signifies a crucial evolution for promoting ski culture and experiences, further reinforcing the ski industry's significance in North America and beyond.