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

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