Marketing to Women in the Ski Industry
26
American Women: Listen What I Say
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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!
Transcript of Marketing to Women in the Ski Industry
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
0%
5%
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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
Gender Ratio by Ability: 2008/09
42% 41%
53%
74%
60%58% 59%
47%
26%
40%
0%
10%
20%
30%
40%
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Perc
ent R
espo
ndin
g
Ability Level
Overall Male
Overall Female
Gender Ratio by Ability: Skiers ONLY 2008/09
37% 38%
49%
71%
58%63% 62%
51%
29%
42%
0%
10%
20%
30%
40%
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80%
90%
Perc
ent R
espo
ndin
g
Ability Level
Skiers Male
Skiers Female
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
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: 2nd Annual Social Media Study
http://bit.ly/AmericanWoman
AdAge: 10 Essential Rules for Brands in Social Marketing
http://bit.ly/deESHP
