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Dispelling the Myths; Marketing Bicycling to Women
 

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 ...

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

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    Dispelling the Myths; Marketing Bicycling to Women Dispelling the Myths; Marketing Bicycling to Women Presentation Transcript

    • 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 participate as riders, advocates and leaders
    • Women on a Roll First Women Bike report Compiles more than 100 data points Identifies barriers and opportunities to get more women riding
    • 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, 400 participants 2014: Join us on March 3!
    • 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 education class…
    • 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 likely than male cyclists to have a Facebook (85% vs 64%) and Twitter (34% vs 24%) account
    • 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 to share or like what others post on social media
    • 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
    • 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