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How Can Snow Sports Tap into the Powerful Influence of Women?

How Can Snow Sports Tap into the Powerful Influence of Women?. Participation Growth Discussion and Breakfast. photo credit: Roxy. Quick Facts. Women account for at least 80% of all consumer purchases – Source :  Various including Forbes 2010/Tom Peters/Martha Barletta

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How Can Snow Sports Tap into the Powerful Influence of Women?

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  1. How Can Snow Sports Tap into the Powerful Influence of Women? Participation Growth Discussion and Breakfast photo credit: Roxy

  2. Quick Facts • Women account for at least 80% of all consumer purchases – Source:  Various including Forbes 2010/Tom Peters/Martha Barletta • Women Influence 95% of all household purchase decisions -   Source:  Marketing to Women, Martha Barletta • “Although women control spending in most categories of consumer goods, too many businesses behave as if they had no say over purchasing decisions. Companies continue to offer them poorly conceived products and services and outdated marketing narratives that promote female stereotypes.”  Source:  Harvard Business Review – 2008 Boston Consulting Group Survey of 12,000 women photo credit: Tubbs

  3. In the Snow Sports Marketplace… • 30% of snow sports participants are women (over 18) • 24% of snow sports participants are kids (under 18) • 48% of all lapsed participants are female (5 million of 10.4 million)

  4. Women’s/Girls-Specific Gear • In the 2010/2011 season 1/3 of all snow sports dollars were spent on women’s/girls specific gear • $1.1B of a total $3.3B • $211M in equipment – up 17% • $607M in apparel – up 12% • $269M in accessories – up 17%

  5. Today’s Panelists • Amy Caldwell, Co-Owner of Caldwell Sport • Donna Carpenter, Co-Owner & President, Burton Snowboards • Raelene Davis, Director of Marketing, Ski Utah • KyreMalkemes, Snowboard Category Manager, Mervin Mfg. • Heather Schulz, Freelance Writer, Instructor & Owner of Holy Toledo Consignment Shop • Carolyn Crowley Stimpson, VP of Resort Services/Co-Owner, Wachusett Mountain Ski Area • Kim Walker, Co-Founder/Owner of Outdoor DIVAS

  6. Panel Questions

  7. What would change if women dominated the snow sports industry?

  8. What’s essential for getting more women involved in snow sports?

  9. If women control purchasing decisions, why is snow sports marketing full of male imaging? photo credit: Rossignol

  10. Can women-focused messaging grow snow sports participation? photo credit: Sport Obermeyer

  11. One thing (service, product, experience, atmosphere) that would get women to buy more at retail?

  12. What gets YOU to buy more at retail?

  13. Provide one example (sport, event, market, service) that has successfully grown by catering/ focusing on women?

  14. Women's Programs

  15. Thank you!

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