Market Management

Bryan Moore is the Director of Marketing at the Chetola Resort in Blowing Rock, North Carolina. It's a job that, as he tells it, is conducted a great deal through website management and Facebook.

In a lecture I recently attended, Moore describes what Facebook posts he makes recieves the most likes/comments/shares,etc. Surprisingly, it is what one would consider "small stuff" that gets the most attention, and not even things that neccessarily have to do with the resort itself. A particularly popular image he shared was of a father and son having ice cream on a bench in downtown Blowing Rock - not even on the resort grounds. And yet, it blew up. Another post - one that so happened to come from the resort grounds this time - was a photo of two ducklings playing together at Chetola Lake. Moore asked the resort's followers to name the two fowl friends, and recieved dozens of responses.

What can we infer from this? People like advertisments where they can insert themselves. Whether its putting in their two cents on what a coupe duckling's names should be, or imagining themselves on that park bench in downtown Blowing Rock enjoying the evening with their loved ones.

In contrast, advertising the resort's mant fine establishments and amenities will certainly attract attention, but because such luxuries are normally removed from the life of the average man, the relatability factor is lower.