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Women on
a Roll
Marketing Bicycling to
Women; Increasing
Female Ridership

Photo by Martha Williams
Women Bike aims to change the face of bicycling by creating pathways for women of
all backgrounds to embrace bicycling and...
Women on a Roll
First Women Bike report
Compiles more than 100
data points
Identifies barriers and
opportunities to get mor...
Myth: Women are a homogeneous group

WOMEN BIKE
Myth:
Women don’t
like bikes
Myth:
Women aren’t concerned
about biking as a
community issue
Myth:
Women don’t
commute by bike
Myth:
Women don’t ride
as much as men
Myth:
Women aren’t engaged
in advocacy
Myth:
Women are a
bicycling minority
Myth:
Women bicyclists
are no different
than men
Myth:
Women aren’t absolutely,
positively essential to
mainstreaming bicycling
Myth: Gender parity isn’t possible

Myth:
Gender parity
isn’t possible

Netherlands = 55% women
2012

2013

Engaging more women =
Leading edge of bike advocacy
2012: Two-hour panel, 200 attendees
2013: Full-day event, ...
Motivations

TOP 3 REASONS WOMEN RIDE
>> Fun (73%) >> Fitness (69%) >> Recreation (45%)
Motivations

Riding for health
>> 93% of Seattle women said cycling is “great
exercise and keeps me in shape”
Motivations

Riding with family
>> Women (31%) are significantly more likely to ride
as a family activity than men (18%)
Motivations

Riding for social connection
>> 42% of women say they’d ride more if they had
people to ride with
Motivations

Riding for empowerment
>> 3,100+ riders for Rapha Women’s 100 >> 36% of
2012 USA Triathlon members were women
Messaging

>> 5 Cs to More Women Riding…
>> Comfort
>> Convenience
>> Confidence
>> Consumer products
>> Community
Messaging

Don’t change
how people
THINK
Change how
people FEEL
Messaging

Tell STORIES
Messaging

Be
VISUAL
Messaging

It’s NOT about the
bike, or the ride, or
the cycle track, or
the law, or the trail,
or the bike plan, or
the ed...
Messaging

What are we
REALLY
selling?
Messaging

It’s NOT about the
bike, or the ride, or
the cycle track, or
the law, or the trail,
or the bike plan…
Media

3/4 of women online use social media
72% of online women use Facebook
(62% of men)
	

Female bicyclists are more li...
Women are more active on

Pintrest and Instagram

Media
Pintrest:
25% of
online
women
Instagram:
15% of
online
women
Media
Word of mouth:
67% of women follow
up when sent a news
item by a friend or
family
Women are 56% more
likely than men...
Media

Who are your
MESSENGERS?
>> on your website
>> featured in your materials
>> in leadership

Photo of Janette Sadik-...
Women Bike: Join Us!
Attend the
National Women’s
Bicycling Forum
bikeleague.org/forum
March 3, 2014
Use our resources
bike...
Dispelling the Myths; Marketing Bicycling to Women
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Dispelling the Myths; Marketing Bicycling to Women

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In this presentation to the 2014 Iowa Bicycling Summit, League Women Bike director Carolyn Szczepanski shares some of the common misconceptions about women & bicycling — and some top line ideas to improve marketing and communications. Learn more at bikeleague.org/womenbike

Published in: Marketing, Sports, Technology
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Transcript of "Dispelling the Myths; Marketing Bicycling to Women "

  1. 1. Women on a Roll Marketing Bicycling to Women; Increasing Female Ridership Photo by Martha Williams
  2. 2. Women Bike aims to change the face of bicycling by creating pathways for women of all backgrounds to embrace bicycling and participate as riders, advocates and leaders
  3. 3. Women on a Roll First Women Bike report Compiles more than 100 data points Identifies barriers and opportunities to get more women riding
  4. 4. Myth: Women are a homogeneous group WOMEN BIKE
  5. 5. Myth: Women don’t like bikes
  6. 6. Myth: Women aren’t concerned about biking as a community issue
  7. 7. Myth: Women don’t commute by bike
  8. 8. Myth: Women don’t ride as much as men
  9. 9. Myth: Women aren’t engaged in advocacy
  10. 10. Myth: Women are a bicycling minority
  11. 11. Myth: Women bicyclists are no different than men
  12. 12. Myth: Women aren’t absolutely, positively essential to mainstreaming bicycling
  13. 13. Myth: Gender parity isn’t possible Myth: Gender parity isn’t possible Netherlands = 55% women
  14. 14. 2012 2013 Engaging more women = Leading edge of bike advocacy 2012: Two-hour panel, 200 attendees 2013: Full-day event, 400 participants 2014: Join us on March 3!
  15. 15. Motivations TOP 3 REASONS WOMEN RIDE >> Fun (73%) >> Fitness (69%) >> Recreation (45%)
  16. 16. Motivations Riding for health >> 93% of Seattle women said cycling is “great exercise and keeps me in shape”
  17. 17. Motivations Riding with family >> Women (31%) are significantly more likely to ride as a family activity than men (18%)
  18. 18. Motivations Riding for social connection >> 42% of women say they’d ride more if they had people to ride with
  19. 19. Motivations Riding for empowerment >> 3,100+ riders for Rapha Women’s 100 >> 36% of 2012 USA Triathlon members were women
  20. 20. Messaging >> 5 Cs to More Women Riding… >> Comfort >> Convenience >> Confidence >> Consumer products >> Community
  21. 21. Messaging Don’t change how people THINK Change how people FEEL
  22. 22. Messaging Tell STORIES
  23. 23. Messaging Be VISUAL
  24. 24. Messaging It’s NOT about the bike, or the ride, or the cycle track, or the law, or the trail, or the bike plan, or the education class…
  25. 25. Messaging What are we REALLY selling?
  26. 26. Messaging It’s NOT about the bike, or the ride, or the cycle track, or the law, or the trail, or the bike plan…
  27. 27. Media 3/4 of women online use social media 72% of online women use Facebook (62% of men) Female bicyclists are more likely than male cyclists to have a Facebook (85% vs 64%) and Twitter (34% vs 24%) account
  28. 28. Women are more active on Pintrest and Instagram Media Pintrest: 25% of online women Instagram: 15% of online women
  29. 29. Media Word of mouth: 67% of women follow up when sent a news item by a friend or family Women are 56% more likely than men to share or like what others post on social media
  30. 30. Media Who are your MESSENGERS? >> on your website >> featured in your materials >> in leadership Photo of Janette Sadik-Khan, by Derin Thorpe, courtesy of Momentum magazine
  31. 31. Women Bike: Join Us! Attend the National Women’s Bicycling Forum bikeleague.org/forum March 3, 2014 Use our resources bikeleague.org/womenbike Subscribe to our E-news bikeleague.org/womenbike Join our community facebook.com/womenbike @womenbike | #womenbike Contact carolyn@bikeleague.org
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