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The Waves of Change - 2023 Marketing Strategies

I was listening to Seth Godin’s analogy of business this morning. Decades past business was more like golf. The course was laid out in front of us, rarely changing and all gains were incremental, one stroke at a time. In these chaotic times, we are surfing now and the constant change is a feature in life we can master and ride or get taken under and spit out in the wash.

I run up against the B2B golfers from time to time, fearful of online marketing and its undulating waters. I’ve learned to walk away. They are not my clientele. I’ll let them finish their 9-hole course in peace.

Today's business marketing needs a more agile athlete to ride the waves that our online world keeps rolling our way. Over the past five years, we have been forced to change again and again. So where have we landed?


Post Pandemic Tahoe


  • Pandemic Growth Adjustment - 2- 3K people moved here over the past 3 years. I’m still waiting for the number of people who will stay and permanently join the community. Having a larger local clientele to draw from is good for business. Hopefully, housing will catch up soon.

Strategy: Think local value here to build up loyalty from our community. They will be your best word-of-mouth advertisers when the crowds return. Invest in Local!


  • 2023 Long Winter/Cool Spring - This was unexpected yet we needed it. I’m an optimist, it could have been wet like in ’97 (the ski season ended in Jan). This summer was glorious because of the green. Hiking with wildflowers way into August was such a treat. September is not disappointing, it has always been my favorite month. What will the colors of Late Fall bring?

Strategy: The beauty and resilience of mother nature. The bounty of a green summer.


  • Tahoe Tired Syndrome - For those of us looking for the silver lining from above. The snowpack was substantial and the added water to our parched forests was a godsend. The cooler spring gave us a chance to breathe after three long years of continuous growth hopefully recharging our natural reserves.

Strategy: Give our visitors new tools to navigate Tahoe in a sustainable way. Educate!


  • Interest Rates/Inflation - We all knew this was coming. and we are doing better than the majority of the planet getting through this without any major financial crisis. If you get a chance watch Seth Godin’s recent video, Purple Cow, The Secretes Of Marketing 2023 he talks about the waves of cultural change happening now and how businesses market, sales, and advertising need to follow.

Strategy: When the purse strings start to tighten it’s time to bring in efficiency and VALUE deep into our marketing.


  • Loss of Shoulder Season Events - Many decades ago the off-season (and the firehose was OFF) began the Day after Labor Day and ended on Dec 15th with a brief bump of a Thanksgiving weekend only if there was snow. So, the powers that be started attracting large shoulder season events, and now we are back at square one.

Strategy: Time to rethink, renew, and repopulate shoulder season events. Any ideas?


The future?

I’m going to stay optimistic and count my blessings. Last winter Tahoe was the place to be for skiing, best snow conditions in the world. I can hope for a good snow year again. My definition? A 6” refresh every Monday. We will always be at the mercy of Mother Nature that is mountain life, it’s what we signed up for and now is time to prepare for winter. This winter may be quieter, and less frantic so, making sure you connect with your people will be more important than ever. Value will be your best asset and you will need to make sure your marketing is saturated with that message. Having an efficient marketing strategy in place will help if the purse strings begin to tighten even more.


If there is a topic you’d like to hear more about by all means comment below or direct message and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com

Comment below or share.

Trina Gold

Master Creator

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