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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FACT: Women control 85% of household spending. - Mediamark Research & Intelligence survey

Conversion and retention have unique interactions with gender. Percent Female in Snowsports by Single Year of Age: Five Season Average

Gender Ratio by Ability: Skiers ONLY 2008/09

Gender Ratio by Ability: Snowboarders ONLY 2008/09

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

FACT: There is no “Women’s Market”; There’s Your Women’s Market!

FACT: Only One Female NSAA Director out of 22! HIRE MORE WOMEN!

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Marketing to Women in the Ski Industry

1. American Women: Listen What I Say

3. FACT: Women control 85% of household spending. - Mediamark Research & Intelligence survey

4. Research: Participation

5. Conversion and retention have unique interactions with gender. Percent Female in Snowsports by Single Year of Age: Five Season Average

6. Gender Ratio by Ability: 2008/09

7. Gender Ratio by Ability: Skiers ONLY 2008/09

8. Gender Ratio by Ability: Snowboarders ONLY 2008/09

9. Research: How to Reach Them

10. FACT: 53 percent of Women spend 2+ Hours Using the Internet

11. FACT: 42 million women in the United States participate in social media at least weekly. May 2009 – Blogher, iVillage & Compass Partners

12. FACT: 31.5 million – Social Networks 23 million – Blogs 16.8 million – Message boards May 2009 – Blogher, iVillage & Compass Partners

13. 3 Ways to Engage Women as an Industry

14. FACT: There is no “Women’s Market”; There’s Your Women’s Market!

15. # 1 Acknowledge Their Differences

16. Women Specific Gear

17. Comfortable Learning Environment

18. #2 Connect

19.

20. FACT: Only One Female NSAA Director out of 22! HIRE MORE WOMEN!

21. Find the Influencer(s) and ENGAGE

22. Create an Emotional Connection

23. #3 Invite Them Back

24. Questions?

25.

26.

Notas do Editor

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

Marketing to Women in the Ski Industry

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Notas do Editor