Digital Dealer - December 2017 - 22

By Anne Fleming
President,
Women-Drivers.com

// Sales
Strategy

One Size Fits
All No Longer
Applies
According to NADA,
new-vehicle revenue
in 2016 was $995 billion,
and sales to women
accounted for $445 billion
of that revenue at new
car dealerships. With
women buying 4.5 of
every 10 cars, how can
you increase your sales
to women by 7% to 10%?
Ten years ago, the ad
spend was all in traditional venues like newspaper,
radio, and TV. Today,
that bucket seems small
in comparison to the
amount allocated to digital/online. Just like dealerships no longer spend
in the "one-size-fits-all"
traditional category, there
remains opportunities for
new marketing segmentation strategies.
What's the bottom
line? Women are making
extraordinary differences
in terms of gross margin
dollars and sales
achieved at new-car
dealers. The advertising
expenses per dealership
average $587,787,
according to NADA. With
half of your buyers being
women, step back and
22

DECEMBER 2017

ask yourself who your
advertising speaks to.

what your compelling
aha is.

Women research on
their home computers,
tablets, or mobile devices
for 75 days before buying
a car. So, the opportunity
to advertise couldn't be
riper. Allocate some of
your dealer advertising
where the trends are.
Not venturing where the
market is can leave you
in the shadow of other
dealership that are savvy
for competitive exposure.

From website sidebar
or banner ads to mobile
apps, there are new
opportunities to utilize a
similar theme or thread.
From Facebook to Pandora, you can now zero
in on the exact female
audience and age group.
Dedicate dollars to advance your market space
by running monthly campaigns to reach a captive
audience with sponsoring
ads on mobile apps to
women and family-oriented interests.

TECHNOLOGY AND
LIFESTYLE TRENDS
CHANGE

WHAT'S YOUR AHA
TO CONNECT WITH
BUYERS?

What's your dealer's
DNA message and aha
that women will remember? Is it really through
ads and campaigns like:
	
Get the Best Price
Here at Our Dealership
	
We Match Any Competitor's Price
	
Drive Here for the
Best Results
For the most part,
these gender-neutral,
bland catch-all
statements don't share

D I G I TA L D E A L E R . C O M

HOW CAN YOUR
MESSAGE CONNECT
TO YOUR OEMS?

DEDICATE NEW
MESSAGES: TIME
TO PROGRESS

Understanding that
women buyers are
looking for a connection
will help you and your
creative team.
1. In addition to your
current ads and promotions, include statistics
about your reputation
and reviews. Women
use dealer reviews 50%
more than men, and

reviews influence women
three times more than
price, according to ReviewTracker.
2. Include images of
women car shopping at
your dealership throughout your print and online
marketing campaigns and
website.
3. Market and host
educational auto-related
events and seminars.
4. Develop relationships with female buyers
before they walk through
the door through social
media and informative
articles to highlight your
dealership's aha and
value.
5. Communicate longterm service and maintenance care with a Wi-Fienabled waiting lounge
equipped with refreshments and desk stations
for computer work. If your
dealership provides loaner cars, be sure to include
this concierge service in
your advertising.
Paying attention to consumer and demographic
trends is valuable for
growing your dealership
in 2018.
ANNE FLEMING is
president of Women-Drivers.
com, which has innovative
solutions to assist dealers
in showcasing their trust
+ commitment to women
buyers and in turn expand
their sales to this powerful
buying segment. EMAIL:
anne@women-drivers.com
http://www.Women-Drivers.com http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - December 2017
