marketing to women in snowsports industry
DESCRIPTION
Women are the "opportunity" in the ski industry but how can we market to them? Learn some alarming stats in this presentation!TRANSCRIPT
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American Women: Listen What I Say
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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:
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FACT:
Women control 85% of household spending.
- Mediamark Research & Intelligence survey
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Research: Participation
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
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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
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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
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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
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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
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Research: How to Reach Them
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FACT: 53 percent of Women spend 2+ Hours Using the Internet
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FACT:
42 million women in the United States participate in social media at least weekly.
May 2009 – Blogher, iVillage & Compass Partners
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FACT:
31.5 million – Social Networks
23 million – Blogs
16.8 million – Message boards
May 2009 – Blogher, iVillage & Compass Partners
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3 Ways to Engage Women as an Industry
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FACT:
There is no “Women’s Market”; There’s Your Women’s Market!
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# 1
Acknowledge Their Differences
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Women Specific Gear
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Comfortable Learning Environment
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#2
Connect
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"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
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FACT:
Only One Female NSAA Director out of 22!
HIRE MORE WOMEN!
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Find the Influencer(s) and ENGAGE
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Create an Emotional Connection
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#3
Invite Them Back
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Questions?
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Resources
Shespeaks: 2nd Annual Social Media Study
http://bit.ly/AmericanWoman
AdAge: 10 Essential Rules for Brands in Social Marketing
http://bit.ly/deESHP