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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 - PowerPoint PPT Presentation
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Participation Growth Participation Growth Discussion and BreakfastDiscussion and Breakfast
photo credit: Roxy
• Women account for Women account for at leastat least 80% of all consumer purchases – 80% of all consumer purchases – Source: Various including Forbes 2010/Tom Peters/Martha Source: Various including Forbes 2010/Tom Peters/Martha BarlettaBarletta
• Women Influence 95% of all household purchase decisions - Women Influence 95% of all household purchase decisions - Source: Marketing to Women, Martha BarlettaSource: Marketing to Women, Martha Barletta
• ““Although women control spending in most categories of Although women control spending in most categories of consumer goods, too many businesses behave as if they had consumer goods, too many businesses behave as if they had no say over purchasing decisions. Companies continue to offer no say over purchasing decisions. Companies continue to offer them poorly conceived products and services and outdated them poorly conceived products and services and outdated marketing narratives that promote female stereotypes.” marketing narratives that promote female stereotypes.” Source: Harvard Business Review – 2008 Boston Consulting Source: Harvard Business Review – 2008 Boston Consulting Group Survey of 12,000 womenGroup Survey of 12,000 women
photo credit: Tubbs
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)
Today’s Panelists• Amy Caldwell, Co-Owner of Caldwell Sport
• Donna Carpenter, Co-Owner & President, Burton Snowboards
• Raelene Davis, Director of Marketing, Ski Utah
• Kyre Malkemes, 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
Panel Questions
What would change if women
dominated the snow sports
industry?
What’s essential for getting more women
involved in snow sports?
photo credit: Rossignol
Can women-focused messaging grow
snow sports participation?
photo credit: Sport Obermeyer
One thing (service, product, experience,
atmosphere) that would get women to buy more
at retail?
Provide one example (sport, event, market,
service) that has successfully grown
by catering/ focusing on
women?
Women's Programs
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