Fit, Female, and Tech Savvy
Targeting Millennial Women for Optimal Growth
Caitlin Begg | Harvard '16
Making it Social!
Twitter @CaityBegg
Instagram @CaitlinBegg
Tweet Questions or Comments during the Presentation to @CaityBegg
#FitFemaleTech
What's Ahead...
- Introduction
- Invest in Millennials
- Networked Marketing and Selling
- Create an Experience
- Continually Learn & Discover
- Segment the Segment
- Next Steps
Introduction: The Running & Fitness Event for Women
- 11.5 Billion Women's Active Market in U.S.
- Women either purchase directly or influence 85% of the purchases in sporting goods
- Women are not small, pink versions of men!
About Me
Millennial Women:
Potential Customers for Life
Segment the Segment
It's important to not refer to millennial females in one "catch all" manner
Networked Marketing & Selling
71% more likely to purchase based on social media referrals from friends
90% of people believe these recommendations from friends
Products that have 50+ reviews create greater returns
female millennial purchasing decisions are influenced by friends.
Create a Unique Experience
- My experience working at a successful Running Retailer
- Tap into Millennial Idealism
- Brand awareness: inspire
Create a Unique Experience
Social Channels: Snapchat, Instagram, and More
Millennials account for more than 7 out of 10 of Snapchat's 200 million Users
More than half of Millennials are on Instagram
70% of Snapchat Users are Women
68% of Instagram Users are Women
Continually Learn & Discover
- Focus Groups
- Campus Ambassadors
- High School Ambassadors
- Surveys: internal and external
Segment the Segment:
Target Varied Millennial Women for Different Products and Campaigns
Next Steps & Questions
Copy of Fit, Female, and Tech Savvy
By Caitlin Begg
Copy of Fit, Female, and Tech Savvy
The Running & Fitness Event for Women
