Reaching Women

A few years ago, I began a recreational binge of sorts. Bored with my usual menu of deep water running and fitness walking, I signed up for yoga, Pilates, Frisbee golf, Tae Kwon Do and rowed crew on my local lake. I chopped a board in half with my bare foot, ran 10 miles in a relay and took an 8-day kayaking trip into Canada. I’ve always been an active person, but this was a whole new buffet of fresh experiences (and a few sore muscles!). Why the sudden shift? It was time to shake up my comfortable, predictable life. I wanted excitement and longed to obliterate my safe routine. I was a woman seeking adventure – and I’m not alone.

Many industries are currently experiencing major growth, fuelled by the purchasing power of the "adventure-seeking woman." This woman crosses all ages, family configurations and fitness levels. She’s carving time in her schedule and finding wiggle room in her budget for new adventures that involve everything from rock climbing to Tuscan cooking to snowshoeing. In many cases, she’s entering traditionally male spaces with a "do-it-herself" attitude and trying her hand at auto repair, fly fishing and home improvement.

Dangerously Inconspicuous

The adventure-seeking woman is surprisingly hard to define with traditional demographics. She may be a single woman – of any age – who has extra time and disposable income. Or, she could be an empty nest Boomer or a woman with kids in high school and beyond. New moms often have a thirst for adventure, but they may need to scale it down to accommodate their extra-busy lives and additional demands. The adventure-seeking woman is not an age or life stage – it’s an attitude.

This influential woman may be hard to pinpoint, but she sure is fun to serve. She’s open to new opportunities and has a spirited desire to play and learn. Often, she views her adventures as a way to connect with other people, especially friends, family and other women. She wants to feel a sense of accomplishment and conquer new territory, whether that means boating down the Amazon or trying an exotic new fruit from a Chinatown market.

There are four key adventure categories:

Your customers – women and men – crave highly interactive experiences that teach, challenge and stretch their limits. These activities boost her self-awareness and can change how she sees herself in the eyes of others. For many people, adventurous travels and pursuits (parasailing in Belize, a five-day surf camp, trying stand-up comedy) are considered more desirable than an expensive new car or gadget. Think about your last cocktail party. Were the guests talking about their stock portfolios or that weekend they spent in a former Portuguese convent?

Action breeds confidence. Every time she tries something new, she expands her sense of possibility: "If I can take down a load-bearing wall and put in a sun room, I can certainly learn to kayak." Friends and family can also spark her adventurous flame: "If Susan can run that marathon, I bet I can too."

Understand that her confidence will grow with each great experience, and target customers who are already pursuing new challenges. Remember that adventure is an attitude. How can you partner with other companies and industries that are attracting these spirited women? Build on each success and help her gain confidence.

Companies that give customers a safe learning experience will reap major rewards. Women respond well to programs and opportunities that make it simple to try something new, have fun and to stay connected and involved. Make it easy for a newbie to dive in, and she’ll be far more likely to stick with it. Why? Women who want to try a new sport, activity or hobby are often deterred by time. If she’s got to research the whole process, find someone to teach her the basics, convince a friend to do it with her and figure out how much it will cost, she may forget it altogether and settle in with some TiVo.

To learn more about one company that has built a solid new customer base with first-time participants, read February’s ReachingWomen newsletter.

Create opportunities for customers not just to buy, but also to experience your products and your brand in different ways. Add special events or unique possibilities. If your travel company specializes in hiking trips, let your travelers try a traditional First Nations sweat lodge or cook campfire risotto with fresh-picked forest mushrooms. Think about how you can develop contests, prizes, add-ons and upgrades that will provide adventure and new experiences.

Curl up on the couch these days and what do you see? Everyday people having extraordinary adventures. From The Amazing Race to the Apprentice to Survivor and America’s Next Top Model, it seems everyone is out there trying, tasting, competing, creating and playing. Reality TV has upped the ante on our two-weeks-in-a-Maui-timeshare vacation and a steady career path. We want to take a risk and come away changed.

One Canadian newspaper draws readers to its Saturday travel pages with a breakdown of the week’s Amazing Race episode: What’s the best way to get to Ethiopia? Is it safe? What should I bring? Readers who are eager to visit the countries and attractions featured on the show are sure to buy the Saturday paper – and maybe renew their full subscription. What can your brand do to build on women’s desire for adventure?

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One of my favorite ways to keep learning is to spend time with women and to listen to their stories and insights. With my travel schedule cooling off (and my writing schedule for the new book heating up), I’ve been engaging small groups of women for great food and lively conversations.