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Tag Archive: Jody Devere

Jody DeVere

Socially Conscious Brands Win with Women

Optimistic Female In Car

Auto dealers continue to increase their level of giving to charitable causes, according to a recent survey data from the National Automobile Dealers Association (NADA) and Ally Financial.

More than 70 percent of new-car dealers surveyed in September 2014 said they increased their charitable giving in 2014, up from 65 percent last year. About 43 percent of dealers said they expect to increase their contributions again in 2015.

The bulk of this giving is staying in dealer’s local communities, as nearly 90 percent of dealers said their contributions go to supporting community service and local organizations. More than 65 percent of dealers surveyed said they organize staff volunteerism opportunities in their community.

Women consumers view their role in creating social and environmental change as extending well beyond the cash register. Companies can serve as a catalyst for sparking donations, volunteerism and advocacy by giving consumers a spectrum of ways to get involved.

Partnering with women consumers in this way can serve as both a reputation and bottom-line builder.

Cause Marketing Wins with Moms:

    95% find cause marketing acceptable.

    92% want to buy a product supporting a cause.

    93% are likely to switch brands.

    61% of purchased more cause-related products in the past year.

Source: Cone Cause Evolution Study, 2010

According to a study by Research International Ltd., 86% of consumers are more likely to buy a product associated with a cause or issue. About two thirds of Americans have a greater degree of trust in companies aligned with social issues. 64% of consumers feel companies should make cause-related marketing a part of their standard business practices.

Women are more likely than men to believe that supporting causes creates a sense of purpose and meaning in one’s life, makes them feel good about themselves and enhances the feeling of belonging to a community. Men and women are generally in agreement when it comes to which particular causes they choose to support.  For both, feeding the hungry and supporting our troops are among those that rank the highest, and as expected, gender-related health issues like breast cancer and prostate cancer are significantly more likely to be supported by women and men, respectively. 

Women Are Strongest Believers in the Power of Supporting Causes

8 in 10 American women believe that supporting causes creates a sense of purpose and meaning in life; and feel everyone can make a difference through their support.

Women Support Companies that Support Causes

Cause marketers often target the female demographic with campaigns, and with good reason

survey results confirm that American women are significantly more likely than men to show their support of a cause by purchasing products or services from companies who support the cause.

*Ogilvy Public Relations Worldwide and Georgetown University’s Center for Social Impact

Communication findings are part of the larger Dynamics of Cause Engagement study.

Millennials: A Critical Cause Demographic

Millennials, more than Non-Millennials, prefer active engagement in cause campaigns, such as volunteering their time (31% versus 26%), cause-support purchasing (37% versus 30%), encouraging others to support a cause (30% versus 22%), and participating in fund-raising events (27% versus 16%). Thirty-seven percent of Millennials report being drawn to products co-branding with cause campaigns where their purchase is a form of support. 

American Millennials: Deciphering the Enigma Generation.

Top areas women support most as volunteers and with charitable donations:

1. Health care charities related to women, children or family support.

2. Local youth & family services

3. Education

4. Preserving the environment

5. Arts, culture, or ethnic awareness

6. Help people in need of food, shelter, or other basic necessities

7. Improving neighborhoods and communities

Who you partner with as a charity makes a difference with women on her purchase decisions,  your reputation, positive word of mouth and your local market reach.

Tip: Visit Charity Navigator http://www.charitynavigator.org/ to review charities before you partner with them to determine the charity reputation and how funds are being utilized.

Permanent link to this article: http://blog.ncm20.com/2015/11/8028/

Jody DeVere

Three Quick Tips for Marketing to Women

In automobile center

One of the basics of marketing to women is that marketing (in the traditional sense), is just one step. You can create a fantastic advertisement or marketing promotion, even incorporate compelling features based on feedback and input from women, but if the experience at the dealership is uncomfortable or stressful, you won’t get the sale.

In their book, Waiting For Your Cat to Bark?, co-authors Brian & Jeffrey Eisenberg help marketers understand how to deal with the reality that the customer is in control. They suggest becoming your own customer and going through your own dealership buy process. Pretend that you’re a prospect just at the beginning of a purchase, searching for information. What search terms would you use? What stores would you visit? What questions would you ask the salesperson? Then, how does your business line up to this?

Dealerships that want to succeed must take every interaction into account and understand that for today’s consumers, it’s action not words that motivate. (Especially when it comes to women, who make 80% of the purchasing decisions.)

“The experience becomes the brand,” say the authors, “…it’s about experience… theirs”, and I couldn’t agree more.

According to the authors, like cats, today’s consumers are independent, unpredictable and finicky but many marketers are still approaching them as if, like Pavlov’s dog, all they have to do is create a compelling message. However delivering an outstanding experience for women is the best marketing of all.

Three Quick Tips:

1. Be Patient:

Women consider how a vehicle is going to fit into their long-term lifestyle before making a purchase. They’re a lot more cautious and careful than men are and usually take longer to make their decision. They’re going to buy a car they’re happy with for years. Refrain from high pressure closing tactics, be patient and don’t rush her process.

2. Listen:

Women buyers like to tell “their whole story” to sales people. Having outstanding listening skills help build a relationship, understand her lifestyle car buying needs and create a friendly, enjoyable experience.

3. Trust:

Women have become nearly every family’s chief purchasing officer. She looks for a salesperson who wants to be a part of her buying process, who shares her values regarding honesty, respect and trust.

According to a study called “Elevated Expectations: The New Female Value Equation,” 97 percent of women expect good customer service everywhere they shop. Eighty-three percent buy more when in a store with good customer service. The study also found that 89 percent of women choose one store over another, with similar merchandise and prices, if it offers better customer service.

When women have bad customer service experiences, 80 percent say they will not go back to that store, even if it was just one bad encounter. And 94 percent say they will tell other people about the bad experience. Women expect “Nordstrom-quality” service everywhere they shop, but they rarely find it.

There is great opportunity for dealerships to raise the bar by focusing on how to improve the experience of women customers and increase their dealership’s positive “brand image,” grow market-share and increase positive word-of-mouth, both on and offline.


Jody DeVere is the CEO of AskPatty.com and a new guest contributor to the Up To Speed blog.  Through AskPatty.com, Jody provides automotive education to women consumers and certification and training for automotive retailers on how to attract, sell, retain and market to women. She is also a featured subject matter expert on NCM OnDemand, NCM Associates’ new virtual training and communications platform.

Permanent link to this article: http://blog.ncm20.com/2015/09/three-quick-tips-for-marketing-to-women/

Jody DeVere

Marketing to Women in the Dealer World: She Loves Her Mobile Device

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Diamonds may have been a girl’s best friend, but today’s women prefer ringtones to rings.

In a recent study, Time, Inc. and Nuance Digital Marketing discovered that women are increasingly attached to their mobile devices. In fact, the study called “Women + Mobile: The Unbreakable Bond,” found that 60% of women say their smartphone is the most important device they own, and 88% of women say their phones give them something to do during their “empty” time every day. What does that mean for you and your dealership? Well, if you’re not fully engaging the mobile space in your marketing to women efforts, you’re missing out.

Text Reminders and Alerts

If you’re not taking steps to go paperless at your dealership, you’re in danger of being left behind by dealers who are. Not only is paper becoming increasingly cost-prohibitive (if you don’t believe us, just take a look at how much you spend each year on printing alone), but women are very responsive to auto dealers who have green practices – and going paperless is a major step in that direction.

Using paperless agreements, email, web, and mobile advertising, online appointment scheduling and finance qualification, and even utilizing text messaging to keep in touch with your customers after the sale are great ways to make sure your dealership remains front-of-mind for your women customers.  Service reminders, 30k, 60k, and 90k maintenance notices, recall information and more can all be transmitted wirelessly straight to the conduit via which she gets all her other important updates: her mobile phone.

The Mobile Web

Of course, you also want to use the mobile space to reach women who aren’t already your customers, and the mobile web is where you do that.  Smartphone and tablet users are threatening to overtake the population of desktop PC users on the web, so if your dealership is still using a website designed for desktop viewing, it’s time to give that site a face-lift and retrofit to fit inside the mobile space. It’ll make your site cleaner, simpler, and easier to navigate from a smaller screen, with some added benefits on the back-end as well: mobile SEO.

Giving your website a mobile makeover is a great time to revisit your SEO practices, ensure your entire website is “crawlable,” that you’re still targeting the right keywords, and most importantly, that you’re capitalizing on SEO geared at the mobile user. Mobile searchers are on the go, which means she’s actively looking for a business like yours if they’re searching for a car dealer on her phone – so if you’re not taking steps to make sure she finds you first, you’re going to miss out on important sales opportunities.

The Pitfalls

When it comes to advertising on the web, mobile or otherwise, most women don’t mind ads as long as they can control the experience. Location-based offers are very effective right now, as 41% of women saying they prefer ads that are relevant to where they’re searching from. While 52% say they prefer ads that are relevant to what they’re currently doing on the web. And the number one negative? Intrusive ads – 91% of women say they hate ads that pop up, take over, or otherwise distract from her browsing experience, so stay away from that! Simply make yourself visible, mobile friendly, and allow your business to become part of her mobile web space, and when she finds herself ready to shop for a new car, she’ll find you!


Jody Devere is the CEO of AskPatty.com and a new guest contributor to the Up To Speed blog.  Through AskPatty.com, Jody provides automotive education to women consumers and certification and training for automotive retailers on how to attract, sell, retain and market to women. She is also a featured subject matter expert on NCM OnDemand, NCM Associates’ new virtual training and communications platform.

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Permanent link to this article: http://blog.ncm20.com/2014/06/marketing-to-women-in-the-dealer-world-she-loves-her-mobile-device/