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Marketing to Women in the Ski 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!

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Marketing to Women in the Ski Industry

  1. 1. American Women: Listen What I Say
  2. 2. <ul><li>Donna Carpenter </li></ul><ul><ul><li>Co-Founder of Burton Snowboards (@burtonsnowboard) </li></ul></ul><ul><li>Eileen Ogintz </li></ul><ul><ul><li>Family Travel Journalist/Founder Takingthekids.com (@takingthekids) </li></ul></ul><ul><li>Lisa Densmore </li></ul><ul><ul><li>Former US Ski Team member & Brand Consultant for Head </li></ul></ul><ul><li>Katja Presnal </li></ul><ul><ul><li>Founder of Skimbacolifestyle.com “Top 20 Moms to Follow on Twitter” (@katjapresnal) </li></ul></ul><ul><li>Moderator: </li></ul><ul><li>Krista Parry </li></ul><ul><ul><li>Director of Marketing & Communications </li></ul></ul><ul><ul><li>Park City Mountain Resort (@krista_parry) </li></ul></ul>Panelists:
  3. 3. FACT: Women control 85% of household spending. - Mediamark Research & Intelligence survey
  4. 4. Research: Participation
  5. 5. Conversion and retention have unique interactions with gender. Percent Female in Snowsports by Single Year of Age: Five Season Average
  6. 6. Gender Ratio by Ability: 2008/09
  7. 7. Gender Ratio by Ability: Skiers ONLY 2008/09
  8. 8. Gender Ratio by Ability: Snowboarders ONLY 2008/09
  9. 9. Research: How to Reach Them
  10. 10. FACT: 53 percent of Women spend 2+ Hours Using the Internet
  11. 11. FACT: 42 million women in the United States participate in social media at least weekly. May 2009 – Blogher, iVillage & Compass Partners
  12. 12. FACT: 31.5 million – Social Networks 23 million – Blogs 16.8 million – Message boards May 2009 – Blogher, iVillage & Compass Partners
  13. 13. 3 Ways to Engage Women as an Industry
  14. 14. FACT: There is no “Women’s Market”; There’s Your Women’s Market!
  15. 15. # 1 Acknowledge Their Differences
  16. 16. Women Specific Gear
  17. 17. Comfortable Learning Environment
  18. 18. #2 Connect
  19. 19. <ul><li>&quot;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.&quot; </li></ul><ul><li>- Donna Carpenter </li></ul>
  20. 20. FACT: Only One Female NSAA Director out of 22! HIRE MORE WOMEN!
  21. 21. Find the Influencer(s) and ENGAGE
  22. 22. Create an Emotional Connection
  23. 23. #3 Invite Them Back
  24. 24. Questions?
  25. 26. Resources <ul><li>Shespeaks: 2 nd Annual Social Media Study </li></ul><ul><li>http:// bit.ly/AmericanWoman </li></ul><ul><li>AdAge: 10 Essential Rules for Brands in Social Marketing </li></ul><ul><li>http:// bit.ly/deESHP </li></ul>

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