First, I wanted to just touch on some different thoughts. My sister, recently made a post on her facebook page trying to find a way to get women into dealerships. Believe it or not, women today make up for ( I believe ) half of the people buying vehicles today. Meaning, two things: The first, is that the husband isn't the one going to dealerships "looking for a good car for the wife" anymore. The other, that women today are more independent than ever. It shouldn't be a mystery or shocker that women are climbing corporate ladders faster than ever before, opening their own businesses, and not depending on man to make vehicle purchases. That being said, dealers must change their "traditional" thinking when not only selling to women, but how to brand, advertise, and appeal to a woman's need. The days of "we'll run this ad, throw this and that lingo" to appeal to a man are over. Just now, many dealers are getting on the internet marketing, clearly about 10 years too late! if they don't make changes to appeal to women, they will miss the boat on not only potential sales but on what quite possibly the future of their dealership.
So, what can dealers do today? how can they appeal to women? what strategies are in place now that need to be changed, altered or all together different? I think, just from watching ads that several if not all manufacturers are making the change to appeal to women. However, the only opening that I can see is the liberation! These women have fought, picked, struggled to be treated as equals and in return we advertise (heavy too) about minivan's and sedans that have room for car seats. That isn't to say that those ads don't have their place either, they absolutely do! mom's are strong, independent women as well. But, what about the single women in her mid thirty's or late twenties, even the cougar in her mid forty's? what is their vehicle? It's actually kind of funny, for years people would say things like "Oh, that's a total chick car" but, if that's true...... and you know where I am going with this... Why wasn't it advertised as such? what's wrong with a "chick car?" I don't get it... If it is, and the adage is true ( Perception is reality) than why not take advantage of it? I understand and get that car companies don't want to alienate anyone, and put their vehicles in one set category. However, there HAS to be a new angle to go with. When the manufacture's fail to give that, it is up to the dealer! If you go to YouTube, the women in the ads are used for men. Usually dressed scantily, or doing some kind of cheezy sex reference.... Time is done with, over. Give them what they want, they deserve it! I also understand that the "type" of ads a dealer makes will dictate its clients. For example: The dealers that advertise a push, pull and drag sale, are more likely to get customers with bad credit, (which btw is fine! I have bad credit... uggh) vs a dealer that emphasizes its services, product, and current deals. I would be willing to bet that the latter has customers that aren't "get me done's" and are approved thru traditional lending institutions.
So, back to the initial question my sister had.. "How can we get women to go to our dealerships?" No doubt, that today's choices are more vast than ever, so the product is there, its high quality, and offers much more today for ANY consumer than ever before. That in mind, here are some things that I would advise for a dealer to start with.
* Community, before you start thinking that if I run an ad with a woman driving one of my vehicles, lets go back to basics. (think K.I.S.S. ) Community should be somewhere in the top 3 things a dealer should do. If you go to a dealer, any dealer you will see that they sponsor a baseball team or football team etc. great! here's your merit badge. Go a few steps further, get into the local businesses, get to know the neighbors, the people that make up where your dealership is. It should frustrate the hell out of a dealer to drive around town and see the same product they sell with another dealers name on the back from a different town.
* Internet, now that we have all these social media outlets they should be utilized! btw, that doesn't mean that you stick a dealer page on facebook and just stop there... YouTube! wow, I can't believe that dealers aren't using it. Yes, that means that YOU have to be the creative one's stop complaining about ads that manufacture's run or local ad agencies and be proactive genius. At the very least, list who you want as a customer and convey it to the agency that you do use and let the real pro's have at it.
* Humor! What is the one universal thing that women say they are most attracted to about a man? humor! But be careful! why? prime example: While I am funny looking, being funny is completely different... trust me on that one. Seriously though, humor does work with everyone! if something is funny, it tends to stick around and become a little infectious. Do people at the water cooler talk about the straight laced or even the crazy car sales man commercials or something like "The Trunk Monkey" look it up on YouTube....
* Instead of hiring a model to be in your ads wearing a low cut top and a short dress, show one of your female staff members! dressed professionally, as not only a representation of your dealership, but would act as a "comfort" blanket to potential female buyers.
* These should be in place always! I honestly don't think there is a short term fix or event that would sway serious female buyers. You can do an event, and maybe get a few extra sales for the weekend, sure... But, dealers should be thinking long term and already have effective strategies for appealing to women.
I do have more coming and soon! Thanks for reading!
Currently listening to: Nirvana
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