marketing to women in snowsports industry
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American Women: Listen What I Say
Donna Carpenter
Co-Founder of Burton Snowboards (@burtonsnowboard)
Eileen Ogintz
Family Travel Journalist/Founder Takingthekids.com (@takingthekids)
Lisa Densmore
Former US Ski Team member & Brand Consultant for Head
Katja Presnal
Founder of Skimbacolifestyle.com “Top 20 Moms to Follow on Twitter” (@katjapresnal)
Moderator:
Krista Parry
Director of Marketing & Communications
Park City Mountain Resort (@krista_parry)
Panelists:
FACT:
Women control 85% of household spending.
- Mediamark Research & Intelligence survey
Research: Participation
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
39
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Perc
en
t Fem
ale
Single Year of Age
Percent Female in Snowsports by Single Year of Age:Five Season Average
Percent Female
Conversion and retention have unique interactions with gender.
Percent Female in Snowsports by Single Year of Age: Five Season Average
Gender Ratio by Ability: 2008/09
42% 41%
53%
74%
60%58% 59%
47%
26%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Perc
ent R
espo
ndin
g
Ability Level
Overall Male
Overall Female
Gender Ratio by Ability: Skiers ONLY 2008/09
37% 38%
49%
71%
58%63% 62%
51%
29%
42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Perc
ent R
espo
ndin
g
Ability Level
Skiers Male
Skiers Female
Gender Ratio by Ability: Snowboarders ONLY 2008/09
51% 48%
64%
83%
68%
50% 52%
36%
17%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Perc
ent R
espo
ndin
g
Ability Level
Snowboarders Male
Snowboarders Female
Research: How to Reach Them
FACT: 53 percent of Women spend 2+ Hours Using the Internet
FACT:
42 million women in the United States participate in social media at least weekly.
May 2009 – Blogher, iVillage & Compass Partners
FACT:
31.5 million – Social Networks
23 million – Blogs
16.8 million – Message boards
May 2009 – Blogher, iVillage & Compass Partners
3 Ways to Engage Women as an Industry
FACT:
There is no “Women’s Market”; There’s Your Women’s Market!
# 1
Acknowledge Their Differences
Women Specific Gear
Comfortable Learning Environment
#2
Connect
"At Burton, we know that there is definitely an internal connection to our external success. Women need to drive the women's market in order for it to succeed."
- Donna Carpenter
FACT:
Only One Female NSAA Director out of 22!
HIRE MORE WOMEN!
Find the Influencer(s) and ENGAGE
Create an Emotional Connection
#3
Invite Them Back
Questions?
Resources
Shespeaks: 2nd Annual Social Media Study
http://bit.ly/AmericanWoman
AdAge: 10 Essential Rules for Brands in Social Marketing
http://bit.ly/deESHP
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