Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
I attended the 6th annual M2W conference last week in Chicago and it was fabulous! The event was powerful, insightful and full of fun and engaging women and men. What stood out in all the presentations and case studies was the tremendous power of women as purchasers and the need to do a much better job listening to her needs and speaking her language. At AskPatty.com we work hard to make dealers understand the urgent need for them to recognize that a culture change is needed top down in their business to address their largest potential customer base…WOMEN!! We provide stats like “Women account for 85% of all consumer purchases, 65% of New Cars, 65% of service work. 51% of adult women are single! This event was a validation of what we do and gave me new vigor in my pursuit to reach all auto dealers. After all, I have been in this business for over 20 years and have witnessed just about everything good and bad. There has been tremendous progress made by many dealers to become more professional BUT that does not always relate to becoming more Female Friendly.
We heard case studies from many companies and brands like L’Oreal, Hunts, Whirlpool, Martha Stuart Living and Secret – ok… you might say these companies should have been targeting the female consumer all along but many learned that they were not really reaching their audience the way she wanted to be reached. And companies like Kodak, Memorex and Midas realized that if they listened (important word used in every presentation) LISTEN to their customer by walking a day in her shoes they garnered valuable information that helped them create, manufacture and change products and services that ended up lifting sales with women and their brand in general.
Bridget Brennan, CEO, Female Factor
“The opportunities are enormous for brands that understand where women are going,” according to Brennan. From more women in the labor force to delayed marriages, high divorce rates, more time spent as "singletons" and an aging population. Given the fact that women account for 80% of all purchasing, it’s kind of a mystery why more execs don’t get marketing to women.”
Garry Rosenfeldt, Director of Marketing Research, Midas International
"The only thing more difficult than building a new brand is changing an existing one. This is especially true for companies that operate in a category where the perception among women can range from skeptical to downright hostile. Midas needed to be different. In his session, Garry Rosenfeldt shared how marketing research at Midas lead the way to a corporate-wide policy shift toward designing, implementing and sustaining a superior customer experience that not only addressed the needs of the woman consumer, but lifted the entire brand along the way."
I urge you all to check out the M2B.biz or Facebook site and link to some of this year’s powerful presenters and call or email me to get your dealership started on the path to becoming AskPatty.com Certified Female Friendly!!
Director of Sales
AskPatty.com Certified Female Friendly®