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Marketing to Women in the Ski Industry

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Krista Parry
Krista Parry

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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American Women: Listen What I Say
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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
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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 ,[object Object],[object Object],[object Object],[object Object]

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Marketing to Women in the Ski Industry

Notas del editor

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