Women #1 Car Buyers--Duane Sprague


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Why a car dealer should fully understand the female car buyer, and why it should position itself as a female friendly dealership.

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Women #1 Car Buyers--Duane Sprague

  1. 1. Advertising Presentation
  2. 2. Agenda Items <ul><li>Where are we today? </li></ul><ul><li>Why are we here? </li></ul><ul><li>What are we doing about it! </li></ul><ul><li>When will it all begin? </li></ul>
  3. 3. Creative Concepts <ul><li>Auto Dealership advertising is a function of getting the largest share of voice to the largest target audience. </li></ul><ul><li>The very most successful dealership programs avoid “price and item” messages they focus on The Consumers Mind . </li></ul><ul><li>The “Big 5” of LHM Truckland, LaPoint, Willey, Henry Day and Butterfield lack a killer creative position…Until Now! </li></ul>
  5. 5. Focus on Females <ul><li>Largest Market segment in country </li></ul><ul><li>Most Loyalty </li></ul><ul><li>People first, team players, Warmer, Peer group Women want most is a sense of belonging, a feeling of being understood. They don’t like it when Male sales people want to talk to their Husband! </li></ul><ul><li>Directly influence 60% of buying decisions. </li></ul>
  6. 6. Power of the Purse Do Women Influence Car Buying Decisions?
  7. 7. Yes They Do! Women have influential buying power. Ford Motor Marketing reports that women influence 80% of all purchases.
  8. 8. Its all about Women <ul><li>It’s all about women </li></ul><ul><li>That’s right! The majority of the decisions when it comes to buying a car are made by women. In fact, 59% of car purchases are made by or influenced by women. Some estimates say this number is as high as 80%! </li></ul><ul><li>Female buyers are the fastest growing segment of new and used car buyers today. </li></ul><ul><li>Female car buyers stats: </li></ul><ul><ul><li>Median Age – 41 </li></ul></ul><ul><ul><li>At least some college – 78% </li></ul></ul><ul><ul><li>Median HH Income - $63,000 </li></ul></ul><ul><li>53% of all women use the internet to research product information </li></ul><ul><li>Women do not want to hear screaming, or bathroom humor or deafening guitars. Try screaming into your girlfriend’s ear as loud as you can: “I Love you!” and see how far that gets you. </li></ul><ul><li>Female buyers place more importance on dependability, functionality and economic factors </li></ul><ul><li>Women are buying a lot more of the compact SUV’s such as the Ford Explorer, Jeep Grand Cherokee and Chevrolet Blazer, while men buy more of the luxury SUV’s such as the Lexus RX300 and the Chevrolet Avalanche </li></ul><ul><li>Research stats from- </li></ul><ul><li>“ What Women Want&quot; Automotive Satisfaction Study by the Good Housekeeping Institute and JD Power and Associates </li></ul>
  9. 9. What Do Women Want? <ul><li>A safe vehicle – 77.8% of women value safety as the number one area of importance when buying a car. </li></ul>Wouldn’t it then be important for a car dealer to stress the safety features of their car when addressing a female in the selling process?
  10. 10. What Do Women Want? <ul><li>More women than men believe acceleration and handling is important </li></ul>Wouldn’t it then be important for a car dealer to highlight handling characteristics as it relates to safety?
  11. 11. Are Women Important in Making Decisions on Service? <ul><li>65% of customers who take their vehicles in for repairs are women </li></ul>Wouldn’t it then be important for a car dealer to highlight a female friendly waiting area and the courteous personnel in the service department?
  12. 12. Is the Waiting Area in Service Really That Important? From Aftermarket Insider Data collected by AAIA’s market research department show that trust is by far the most important factor to the female service consumer Currently, Jiffy Lube is testing a new design for its waiting rooms. Future stores are planned to include female-friendly amenities like Internet access, CD listening stations, televisions, telephones and a toy box for kids. Would a waiting area like this help females “Feel Better About Butterfield?”
  13. 13. Is it Worth Catering to Women in the Service Department? Comfort and Respect “You don’t have to change your business model to reach out to female consumers. Women want to feel comfortable and respected, and we want the real story. We’re just as concerned as a man about the safety and performance of our vehicles,” explains Schmatz. From Aftermarket Insider I do “Feel Better About Butterfield!”
  14. 14. Would Catering to Female Buyers Deter From Attracting Men? “ One thing we have learned from our research is that anything we do to attract female consumers is readily accepted by male customers,” says Marc Graham, president of Jiffy Lube International. We need to think beyond the ordinary.
  15. 15. Butterfields Buyers Advantage <ul><li>Unique consumer card that provides identification, speeds processes, gives increased values, offers conveniences to customers. With membership to MOM club at Jordan Commons. </li></ul><ul><li>Gives business increases to service department through exclusives offerings </li></ul>
  16. 16. Budgets
  17. 17. Next Steps
  18. 18. Duane’s Bio A California native, Duane has 18 years of experience in executive level sales, marketing, advertising and PR. Specialist in integrated marketing communications, media strategist and digital/internet marketing. Worked with very large and very small companies throughout the U.S. and Canada, including Kodak, IBM, Lexus, Toyota, Hyundai , Utah Jazz, Southwestern Bell, NASCAR, J.D. Power and Associates, ACME Communications, Citadel Communications, University of Utah, Utah Flash, Idaho Stampede, and dozens of smaller companies and start-ups. Contributing author to 3 university textbooks on integrated marketing and branding, and published over 60 articles on marketing and advertising. National speaker and trainer in advertising, media and media sales. Masters in Internet Marketing, University of San Francisco, and Certified in Integrated Marketing Communication, University of Utah. Certified Focus Group Director, Media Buyer, Negotiator and Inbound Marketing Professional. Award winning speaker, writer, marketer and sales professional.  
  19. 19. Duane “DJ” Sprague <ul><li>www.vortexplan.com </li></ul><ul><li>www.duanesprague.com </li></ul><ul><li>www.squidoo.com/duanesprague </li></ul><ul><li>www.youtube.com/duanesprague </li></ul><ul><li>www.djsprague.com </li></ul><ul><li>www.slideshare.net/duanesprague55 </li></ul><ul><li>www.webmarketingsprague.blogspot.com </li></ul><ul><li>www.profitacademy.net </li></ul><ul><li>[email_address] </li></ul>