You know you have truly made it in life when your voice mail says, "I'm out of the office either traveling the world or surfing. Leave a message and I'll get back to you when I return."
That began my first phone contact with Bev Sanders the Founder and Marketing Director at Las Olas Surf Safaris for Women. Las Olas is recognized as the world's premier surf camp for women. How cool is that?
Marketing surfing to women
Las Olas does a terrific job of marketing to women. Here's why:
It's all about the customer experience. One of the most important rules when marketing to women is to create an amazing customer experience. Every last detail counts. Women have high expectations, so you have to plan ahead and predict her every need and want. Extreme thought has been put into the entire Las Olas experience, from how the surf instructors work with clients, to education about the ocean, to the menu, to sunscreen duty. They also use boards and gear designed specifically for women.
Women want learning and personal growth as well as activity and sightseeing. Bev Sanders and her crew have created a comprehensive experience. They know that while surfing is the draw, women want more than that. Las Olas offers massage, yoga, salsa dancing, guacamole making classes, and other experiences as well as shopping at the local shops,
Just say no to stereotypes. You might think 20 somethings would be the core market for Las Olas. Not so. The median age is around 40. Las Olas sees women from all walks of life, one time even hosting a group with three generations of women ready to conquer the waves. Las Olas works hard to make everyone feel welcome and comfortable.
Focus on personal connection. The surf safaris are purposefully kept small (anywhere from 6 - 18, but usually around 12) so you can get quality one-on-one time with the staff and instructors, but also quality time with the other participants. The women who come surfing bond with the ocean, but also with one another. Amazing learning, sharing and healing is a big part of the lure and success of Las Olas.
Find your niche. Bev Sanders was big into women's snowboarding, so she's used to zigging where others zag. She found an under-served market in women and surfing. If you're going to be successful in marketing to women, find a need they have that has not been met. (Trust me, there are many - especially in male dominated fields like finances, cars, and, yes, surfing.)
Know what it is you are actually delivering. Bev says that women are looking for a sense of freedom and happiness. (Amen sister). Las Olas delivers a sense of connection with the ocean and earth, a rewarding learning experience, and an opportunity to remember who you are. It isn't just about surfing, it's about walking away a new woman - more confident, more connected, more centered. As one participant put ut, "At Las Olas I woke up every day feeling like I had been to church"
The Las Olas positioning statement is, "We Make Girls out of Women". Bottom line - Las Olas isn't about surfing, it's about transformation.
So great job of marketing to women. I don't know about you, but Las Olas is on my new year's resolution list. Who's with me?
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