These late season snowfalls to hit the slopes in Australia with levels of snow not seen for over 10 years!!! This has given resorts an opportunity to extend the season and also boost the amount of ticket sales they’ve had this season. This opportunity can be best captured by informing snow lovers who follow their social media pages and can witness the record snowfalls that they are currently receiving. The following are two examples of Facebook posts by the two biggest resorts in Australia, Perisher (118k followers) and Falls Creek (87k followers). Both examples were taken from the same time of day to see how each resort differed in marketing tactics.

Up first is Perisher Resort who used last night as an opportunity to give snow lovers exactly what they want to see which is a video of riders shredding the fresh pow at their resort. The video itself has fantastic videography and is a credit to the media team over there at Perisher. The main part of the post that we will focus on is the link that they provide leading straight to a ticket sales page.

This allows them to engage the customer with stunning visuals and draw them directly to their sales page. Note that they also continue to use their #epicaustraliapass hashtag that they keep consistent on their posts which is something that one of their main competitors (Falls Creek) fails to do.

Next up we have Falls Creek you used one of their usual tactics when there a lot of snow the “car park check” giving us two enticing images. These sort of posts hit the classic simple but effective type of post which without a lot of effort shows potential customers a very relatable image of the amount of snow they’ve received. With a whopping 4.1 likes their post has easily surpassed Perisher’s who only got 2.4k likes.

Another key measure to look at here is the amount of shares each post got as this has the potential to reach a even wider audience than just their own followers. Falls Creek’s post had just over 1000 shares to Perisher’s 171 shares. Despite killing with likes and shares Falls Creek failed to use this engagement as a direct opportunity to link engagement to potential sales with a link or even information of their current offers.

Overall it’s hard to tell who’s social media activity will have the greatest impact on sales figures but from what we know Perisher’s tactics of direct sales links would have put them on a position to make more sales but this all business like approach might be impacting their community feel and subsequent likes and engagement to their counterpart Falls Creek who although with less followers there overall engagement consistently outdoes Perisher. Both pages could learn a few lessons from each other and use a combination of both types of tactics to best reach their social media marketing objectives.

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