Marketing to Women in Snowsports Industry
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Marketing to Women in Snowsports Industry

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Women are the "opportunity" in the ski industry but how can we market to them? Learn some alarming stats in this presentation!

Women are the "opportunity" in the ski industry but how can we market to them? Learn some alarming stats in this presentation!

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  • Starting at age 40 the incidence rate for women on the slopes drops fast.

Marketing to Women in Snowsports Industry Marketing to Women in Snowsports Industry Presentation Transcript

  • 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
  • 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
  • Gender Ratio by Ability: Skiers ONLY 2008/09
  • Gender Ratio by Ability: Snowboarders ONLY 2008/09
  • 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: 2 nd Annual Social Media Study
    • http:// bit.ly/AmericanWoman
    • AdAge: 10 Essential Rules for Brands in Social Marketing
    • http:// bit.ly/deESHP