Article

Women Are Not a Moving Target

Simple promises and superior results are the key to marketing your dealership to women.

July 2014, Auto Dealer Today - Feature

by Jody DeVere

If there’s one thing I’ve learned as CEO of AskPatty.com, it’s that marketing to women is a deceptive idea. Some people make it seem like a moving target, dependent on meticulously following the trends of social media, constantly making an effort to ensure your messaging is in line with the spirit of the day. Well, let me tell you a little secret: Marketing to women isn’t exactly the riddle of the Sphinx. In many cases, it can be as simple as making a promise and sticking to it.

When looking at your current marketing, ask yourself this very important question: “What can I do for my potential customers — male and female — right now, that my competition can’t (or doesn’t)?”

The answer to that question may be the key to your success in marketing to women. From that question, derive a simple promise — it doesn’t have to be earth-shattering like a massive discount or freebie; in fact, these generally don’t do as well. Once you have your promise, assert it, over and over again, everywhere your brand appears — on the front page of your website, at your storefront, on all your print and other ads. Have employees add it to their telephone greeting. Make your promise synonymous with your brand.

When choosing a promise, I point to the success of companies like Geico. Every one of Geico’s ads does one thing very right, and you can probably recite it just as I can: “Fifteen minutes could save you 15% or more on car insurance.”

This is a powerful promise, because it’s a promise that they can keep every single time. The promise costs them no additional labor or money. It merely illustrates how easy their system is to use. But phrased that way, and repeated everywhere their brand appears, it becomes synonymous with the brand, and they owe a large percentage of their success, in my opinion, to this singular advertising strategy.

Women respond very positively to companies that keep their promises, so make one. Think about your business, and find one simple, strong promise you can make all day, every day, and never fail to deliver on. This promise is your golden egg, so cherish it and give it the attention it deserves!

So when you’re taking a second look at your marketing strategy for 2014, ask yourself this simple question: “What can I do for my customers right now that the competition can’t?” The answer may light the way to unprecedented success, particularly with the woman consumer.

Jody DeVere is CEO of AskPatty.com Inc., an online resource designed to help women navigate the vehicle purchase and service process. [email protected]

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