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(And it’s not by painting everything pink)

How to promote sport and physical activity to women. (And it’s not by painting everything pink). Three questions before we start 1) Thinking of the last time you personally did a new activity, how did you find out about it?

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(And it’s not by painting everything pink)

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  1. How to promote sport and physical activity to women (And it’s not by painting everything pink)

  2. Three questions before we start 1) Thinking of the last time you personally did a new activity, how did you find out about it? 2) What has been the best ever grassroots promotional activity to get women into sport or physical activity? 3) What has been the worst ever grassroots promotional activity to get women into sport or physical activity?

  3. Session overview How the professionals do it How to ensure your promotion is appealing to women How to ensure women see your promotional activity

  4. Four examples Are they aimed at men or women? What are the differences? (Style, tone, images, product description etc)

  5. http://www.youtube.com/watch?v=e1mkS0X6gJ8 Diet Coke Maniac

  6. http://www.youtube.com/watch?v=6RFsMs-kqCo Ronseal – Does exactly what it says on the tin

  7. http://www.youtube.com/watch?v=KyA58fzRoJQ&feature=player_embeddedhttp://www.youtube.com/watch?v=KyA58fzRoJQ&feature=player_embedded Snickers – More nuts

  8. http://www.youtube.com/watch?v=9C4UVs3JD-g&feature=relmfu Boots - Here come the girls

  9. Compare and contrast audience participation What tactics were used to appeal to the target audiences?(Style, tone, images, product description etc) What do they say about the differences in what is effective when marketing to men and women?

  10. Main findings

  11. Phillippa Roberts

  12. Inside her pretty little head Men– mainly “systematic” Respond well to clarity, facts and bravado eg ‘It does exactly what it says on the tin’ Women – mainly “empathetic” Respond well to personal stories, emotion and subtle humour eg ‘Here come the girls’

  13. Segmentation Women– mainly “empathetic” but with lots of differences according to life stages and background Promotional materials need to reflect this. What works with teenage girls won’t be as effective with single mums Sport England segmentation

  14. Sport England Market Segmentation 19 different segments, each with a portrait of what they like doing and how to reach them http://segments.sportengland.org/querySegments.aspx

  15. Two more examples of “empathetic” adverts (and they’re sport related too – which is nice)

  16. http://www.youtube.com/watch?v=Z84cl5s_2oQ&playnext=1&list=PL6C8FF3AECC3F5D40http://www.youtube.com/watch?v=Z84cl5s_2oQ&playnext=1&list=PL6C8FF3AECC3F5D40 Under Armour BoomBoomTap

  17. http://www.youtube.com/watch?v=38aYyJsTkTY&feature=player_embedded#at=29http://www.youtube.com/watch?v=38aYyJsTkTY&feature=player_embedded#at=29 Race for life

  18. What do the differences look like on paper? Jan 2011 editions of popular magazines read by men and women (Dare I put a soft-porn lads mag into a work presentation?)

  19. ColoursHeat – Lots of colours and lighterTopGear – Only 2 or 3 and darkerImagesHeat – Lots! (all people / natural objects) TopGear – Just one strong pictureWordsHeat – Many, tell a story and invite opinions, provoke emotionsTopGear – Few, clear and “bossy” Differences between Heat and TopGear

  20. Three simple principles for developing an “empathetic” communications strategy for sports and physical activities

  21. 1: Encourage community as much as competition

  22. 2: Speak like a person and create interest through case studies

  23. 3: Use appealing text and images Boys Words Factual Direct To the point Images Moving objects and vehicles Heavy use of black, dark colours Bird’s eye composition Girls Words Emotive Suggestive Emotional Images People (especially other girls and women) Natural objects Bright colours Ground level composition

  24. (and assuming you don't have the marketing budget of Boots or Coca-Cola) How to ensure women see your promotional materials

  25. Two types of communication channels DirectPaid / unpaid advertisingFlyers in leisure centresOnlineIn-directPress coverage of club results / activitiesBlogs in the local paperSocial events on club premises

  26. Audience participation Channels and segments • Identify ten direct and five indirect ways of promoting your activity to either • Young single mums • Empty nesters (40-55 year old women) • And then prioritise the top three of each • (Ignore content – focus on channels and physical ways of getting your message in front of women)

  27. Other resources; WSFF’s ultimate sports kit for women Sport England segmentation

  28. Feedback from opening questions

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