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Fostering Women Friendly Aviation Businesses

Fostering Women Friendly Aviation Businesses. Presented by Mireille Goyer Founder of Women Of Aviation Worldwide Week. Women’s history. 5 Decades Of Women At Work. All pilots (1960-2010). Source: FAA – All pilots except students. Women pilots (1960-2010). Source: FAA ** Estimated total.

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Fostering Women Friendly Aviation Businesses

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  1. Fostering Women FriendlyAviation Businesses Presented by Mireille Goyer Founder of Women Of Aviation Worldwide Week

  2. Women’s history 5 Decades OfWomen At Work

  3. All pilots (1960-2010) Source: FAA – All pilots except students

  4. Women pilots (1960-2010) Source: FAA ** Estimated total

  5. Women of aviation (1960-2010) Source: FAA & U.S. Department of Labor

  6. Women at work (1960-2010) Source: U.S. Department of Labor

  7. All students (1960-2010) Source: FAA ** in 2010, student certificates for pilots less than 40 years old stopped expiring after 24 calendar months

  8. Success rate (1990-2010) Source: FAA ** Note: Some of certificates issued may be issued to existing pilots for a different class or category

  9. Economics of flying (1960-2010) Values in 2010 dollars using DollarTimes.com AVERAGE

  10. Marketing to women Aviation's Silver Lining

  11. Why seek female customers • Control more than half of the wealth • Primary buyer in households • High growth of women earning $100,000 or more (x3 in last 10 years) • Under-targeted market • Loyal customers • Likely to spread the word Businesses that chose to meet the higher demands of female customers found that, as a result, their male customers’ level of satisfaction increased.

  12. Women and aviation • Lack of awareness of opportunities • Perception of aviation as • requiring high ability in math and mechanics • a male activity • Fear of isolation • Fear of flying • 20-30% of people are uneasy about flying • 6.5% have a flying phobia

  13. Self-assessment of ability Question: “How would you score your ability at this task?” Participants were told… Source: Correll, S.J., 2004, “Constraints into preferences: Gender, status, and emerging career aspirations,” American Sociological Review

  14. Perception of standards Question: “How high would you have to score to be convinced yourself that you have a high ability at this task?” Participants were told… Source: Correll, S.J., 2004, “Constraints into preferences: Gender, status, and emerging career aspirations,” American Sociological Review

  15. Tips to attract more women • Actively target women

  16. Women Of Aviation Week • Held annually during the week of March 8 • Worldwide • Friendly competitions & contests • Open-door events & museums’ special exhibits • Media coverage Celebrate History. Raise Awareness. Shape The Future.

  17. WOAW Certified Women Friendly Businesses

  18. VIP Club Program

  19. Tips to attract more women • Actively target women • Create inclusive descriptions of a good pilot, good mechanic, good etc. • Publicize average scores and standards • Address all women as viable potential customers

  20. Tips to improve aviation’s women friendly image • Aviation media featuring active Women Of Aviation • Products available in women sizes and apparel available in women styles • Major aviation publications avoid using “he” as the generic pilot • Celebration of women’s achievements

  21. Handling the female customer She Is Different

  22. The female customer • Researches products and services beforehand • Solicits referrals • Demands politeness • Expects to be kept informed • Prefers plain language communication

  23. The women-friendly business • Polite and considerate staff • Service with a “can do” attitude • Good and respectful listening skills • Clean and comfortable facilities • List or photo collage of local female pilots • Flexible scheduling • Children play areas

  24. The female student (as observed by flight instructors) • Lack of confidence • Too hard on herself • Greater fear factor • Lack of aggressiveness • In mixed environment, unlikely to ask questions • Excellent pilot after overcoming personal barriers

  25. Greatest barriers to women’s success in training • Lack of encouragement • Lack of emotional support • Instructor fit • Inadequate equipment • Assumed as stupid, if not mechanical • Limited spatial skills • Inappropriate syllabus/teaching style

  26. Greatest benefits for women (as reported by women pilots) • Additional friendships • Increased self confidence • Challenging activity • Freedom/fun • Overcome fear

  27. Greatest benefits for the aviation industry • Growth of the pilot population • Decrease cost of aviation equipment • Higher enjoyment of activity

  28. To join us, visit: www.WomenOfAviationWeek.org

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