Moms spark powersport sales

School’s out soon, and summer camps are hungry for kids, promising new adventures and life skills in the outdoors. Sounds like something your powersports business or brand can offer, right? The below ideas will spark ideas on getting moms to consider your vehicles and accessories for summer fun.

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Taming your lioness

Many dealers and companies hire strong, veteran women that can help guide marketing and training practices. What if you have a lioness that’s killing more than she’s cultivating? Maybe she has good intentions, but her domineering attitude intimidates others. Here are two types and how to tame — or better yet — educate and inspire her to mentor others.

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Get her to giddy up and ride solo

Most new female pilots of their own motorcycle, ATV or other powersport vehicle first started as a backseat rider. It’s easier, and costs less in marketing spend, to get a woman already familiar with your brand and product to move up.

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Goldmine: Girls with Grit

“These girls are future leaders,” I said, as I watched pony-tails fly and muddy faces grimace during the freezing cold Cyclocross Nationals Junior bike race. Girls with Grit. They’re participants in life; not observers. And they bring others along for the ride. How can you bring these women into your brand; taking advantage of a goldmine for profit and referrals?

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Win the Female Trifecta

She’s coming into your store. She’s on your website. She’s spending more money this month than in the previous 11. Here are three tips to increase profits from the Female Buying Trifecta this holiday season, as she: 1) Buys for herself, 2) Buys for others and 3) Influences the sales of friends and family (online or in store).

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Women and Harley’s new Street models

Watch out Honda, Harley’s new Street 500cc and 750cc models mean women who dream of riding a Harley no longer have to start out on your little Rebels. During my 15 years with Harley, I lobbied hard for smaller bikes. It’s about darn time. These bikes will change the landscape for women riders.

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Attracting 3 Types of Women

When I ask companies or dealers what type of women they’re targeting, many times I hear “all women use our products, so we market to everyone, from Millennials to Boomers.” Hmmm. I then ask if they really have enough budget and time to successfully market and sell to all women. I also suggest they think about similarities of attitudes and/or life stages, not ages. Here are some tips on luring three types of women: Core Candy, Adventurous Ashley and Mommy Maria.

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Selling to Her Emotional Brain

Three ways to sell to her emotional side using memories and future aspirations, which can be applied in-store during the sales process and online via website, email and social media marketing.

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What’s Your Women’s Score?

Think your company or retail location hits the mark with women’s marketing and retail experiences? This 4 question quiz can help identify where you rock, and why she walks (out). Better yet, ask your customers, or mom, to rate you on these. Do you have the courage to do that?

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Courting Women Riders

Interesting article in the Milwaukee Journal Sentinel about the growth of women riders, and how some manufacturers get it, but others don’t. Excellent points by women riders about attitudes of retailers.

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4 Hot Women’s Outdoor Items

From women-specific earbuds and climbing harnesses to a pink lion swimsuit and purple fishing box, the Outdoor Retailer show overflowed with products targeting women. The women’s biz is hot. According to a recent Leisure Trends Group webinar, women-specific product share in the outdoor business grew from 19% to 28% in the last decade, now representing $1.8B of the $6B+ outdoor business.

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Use Men to Market to Women

Guys dominate the outdoor and motorsport industries. Upwards of 90% of customers for some brands are men. I see this as a GOLD MINE. Here are three ways to get these guys to share your brand’s love with the women in their lives, making these ladies into customers and brand loyalists.

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Marketing to Daddy’s Little Girl

“There’s a special relationship between a father and daughter,” said a friend as we talked about his Father’s Day plans. Watching his smile broaden and eyes soften, I thought about the “daddy’s little girl” bond and how marketers can tap into that deep-seeded connection.

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Harley Dude Wins Women’s Award?!

When I heard the CMO of Harley-Davidson, Mark-Hans Richer, was the first man given an industry award usually earned by women, my first reaction was REALLY?! You’ve got to be kidding, who did he bribe?

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Friends/Family Influence

Do your marketing plans include specific strategies to target the friends and family of your current, and potential, customers?

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Tanzania and Marketing

When I arrived in Tanzania for my 5-month volunteer stay, I had no idea how profound my experiences would be, both personally, and professionally.

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