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Gill's golf blog on women's golf
How to market to get into a woman’s wallet!
With women accounting for 85% - yes 85%! of all consumer purchases including everything from cars, property, travel and tourism – Gill would like to know how well, or not, is the golf industry marketing to this huge under tapped potential?
The fact that all bar one of our current GBC bloggers is male is further proof, if any was needed, which it isn’t, of the male dominance in the golf industry! But thanks one and all for your contributions, it has been thrilling to see the site grow. Keep Blogging!
So how do you market to get into a woman’s wallet?
Firstly, if you have read Women are from Venus, Men are from Mars you will have begun to understand that we really are from different planets.
The golf industry needs to consider how it is viewed from our perspective to penetrate the women’s market. That means, thinking like a woman and acting as a woman. As Annika Sorenstam said at the GBF – it is not sufficient to make a golf club smaller and golf clothes in pink and think you have a women’s range! And she knows a thing or two.
There is little to no female focused marketing initiatives to the increasing number of women in the workplace and never before have we been such a powerful force. We are staying single for longer, having children later, and outliving men well into an increasingly prosperous old age. With increased earning power and a desire to spend on lifestyle purchases we are also responsible for design, style, customer experience and expectation, purchasing, brand performance, service and business performance.
However, too many marketers' approaches to female consumers are reliant on outmoded stereotypes based around the Nuclear Family or the Career Woman. The Nuclear Family has been replaced by the Multigenerational Family – great grandparents, grandparents, parents and children. When it comes to decisions about lifestyle and leisure – it’s us women that call the tune.
What are we doing to encourage women, younger and multigenerational families to spend time together at weekends when it is no longer acceptable for husbands to pursue independent activities for long periods of time?
The opportunity to grow the game here is enormous, not only in rounds of golf, but in sweating the assets of a golf course (food/beverage/golf shop) which are all revenue generators. Grow the game at family level – they could be future buyers of second homes at golf resorts.
Don’t forget, women are the leading internet shoppers by research, volume and value. We invented viral marketing, which is word of mouth advertising via email, social networking sites and blogs. Blogs are creating word-of-mouth buzzes for new products or services generating exposure that is often much more valuable than traditional advertising.
So what are you doing to get into the women’s wallet?
Read and comment also Gill's Golf Blog on Technology.
So how do you market to get into a woman’s wallet?
Firstly, if you have read Women are from Venus, Men are from Mars you will have begun to understand that we really are from different planets.
The golf industry needs to consider how it is viewed from our perspective to penetrate the women’s market. That means, thinking like a woman and acting as a woman. As Annika Sorenstam said at the GBF – it is not sufficient to make a golf club smaller and golf clothes in pink and think you have a women’s range! And she knows a thing or two.
There is little to no female focused marketing initiatives to the increasing number of women in the workplace and never before have we been such a powerful force. We are staying single for longer, having children later, and outliving men well into an increasingly prosperous old age. With increased earning power and a desire to spend on lifestyle purchases we are also responsible for design, style, customer experience and expectation, purchasing, brand performance, service and business performance.
However, too many marketers' approaches to female consumers are reliant on outmoded stereotypes based around the Nuclear Family or the Career Woman. The Nuclear Family has been replaced by the Multigenerational Family – great grandparents, grandparents, parents and children. When it comes to decisions about lifestyle and leisure – it’s us women that call the tune.
What are we doing to encourage women, younger and multigenerational families to spend time together at weekends when it is no longer acceptable for husbands to pursue independent activities for long periods of time?
The opportunity to grow the game here is enormous, not only in rounds of golf, but in sweating the assets of a golf course (food/beverage/golf shop) which are all revenue generators. Grow the game at family level – they could be future buyers of second homes at golf resorts.
Don’t forget, women are the leading internet shoppers by research, volume and value. We invented viral marketing, which is word of mouth advertising via email, social networking sites and blogs. Blogs are creating word-of-mouth buzzes for new products or services generating exposure that is often much more valuable than traditional advertising.
So what are you doing to get into the women’s wallet?
Read and comment also Gill's Golf Blog on Technology.
Details
- Type: Video
- Date: 08/18/2010
Golf news headlines
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- Golf apparel sales up 8%
- D-day for Rio contenders
- First Nine Open at New Egypt Course
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