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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15%

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35%

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45%

50%

39

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Perc

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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%

50%

60%

70%

80%

90%

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%

50%

60%

70%

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%

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80%

90%

Perc

ent R

espo

ndin

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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