Taos’ latest print ad is a great use of hard-to-decide-on space.

Print ads. It’s amazing how rarely folks agree on the right approach for this expensive, but full-of-potential advertising space.

Great photos are a dime a dozen.
Great taglines can help.
Do you focus on the CTA?
Building the brand?
Try something totally different?
Stick with what sorta works?

One of the hardest parts of marketing can be not moving on to the next shiny object. That ability to keep focused on a key message you’ve already said 10 times, but is worthy of 20 or 30.

B Corp
One of those things is Taos’ status as the first ever B Corp ski resort.

This is a big deal. It’s a perfect play against the corporate, consolidated waves that skiers love to rant about. Just take a look at the overview directly from the source:

“Certified B Corporations are a new kind of business that balances purpose and profit. They are legally required to consider the impact of their decisions on their workers, customers, suppliers, community, and the environment. This is a community of leaders, driving a global movement of people using business as a force for good.”

That’s a strong message. That’s a message you want to say 20 or 30 times.

SKI, January 2020
So here I am in the Huntsville, UT library, flipping through the latest SKI magazine to peruse the ads. When I see this.

I don’t have all the answers when it comes to print ads. Heck, I’m still not sure what I’ll use for Inntopia’s ad in NSAA convention issue that’s due…err…soon.

But this? I like it.

It’s a strong message, it’s a good tagline, and it’s one of the few ads that caught my interest.