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Women and the Automotive Market
The document discusses trends in how women research and purchase automobiles. It notes that women now represent over half the population and own 38% of US businesses. Advertising targeting women must reflect how they now spend more time researching online rather than watching TV. The automotive industry is shifting advertising spending from TV and print to online and grassroots events. The document provides statistics on women's online research habits and purchasing behaviors and recommends training salespeople to better understand gender differences to increase sales.
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Women and the Automotive Market
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- 2. Source: Re-imagine –Tom Peters
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- 4. The Power ofHer Purse Women represent 51% of population 53% Married 25% Never married 13% Separated or divorced 10% Widowed 57% of single women are now homeowners 38% of all businesses in US are owned by women, in Minnesota it is 47%!
- 5. How Do You Reach Her?
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- 7. The Great DecouplingTime Shifting Neutral Platform Control Ad Zapping Untethering
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- 9. Traditional Mass Advertisingis Dead
- 10. The Old WaysAre NOT Working Broadband is killing newspaper readership 40% use net to view content TV – charging more, delivering less Growth in cable, Hispanic TV and syndication Magazines readership is declining 49% of marketers are cutting budgets
- 11. How The Auto Industry Is Responding Moving away from TV Moving away from print Spending on grassroots events Increasing online spending PT Cruiser Club VW, Glass Factory Pontiac G6 Giveaway
- 12. Technology Internet globalizationP ower Of The Mouse Voice of the Customer Consumer Generated Content
- 13. The Vanishing MassMarket Source: Trendwatching.com “ Tryvertising”
- 14. This New You niverse Fits Her Like a Glove
- 15. A Few FemaleAuto Buying Facts
- 16. Demo’s of theTop Online Automotive Destinations 25-34 16.59% 35-49 33.49% 45+ 44.33% 55+ 22.24% Female 41.49% Male 58.51%
- 17. Insurance Financing Registration A A A
- 18. Gender and GenerationImpact Direct Mail Success
- 19. 40% of ParentsBuy a Car Because A Child Is Born
- 20. The Do ItYourself-Her 33% of all DIYers 54% of women under 30 are DIYers
- 21. The Do ItYourself-Her 34%
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- 23. So What DoesThis Have To Do With Sales?
- 24. Everything!!!!! What’s HappeningOutside Your Lot Affects What’s Happening On Your Lot
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- 26. The True Voiceof the Customer
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- 28. 130Million adults over55 – the fastest growing segment of the net, up from 54.9% to 61.2% 65-74 year olds grew from 26.2 to 35.9% Time spent on the Internet came in just behind time spent with family MOMS – 84% surveyed said they would miss the Internet more than any other form of media Moms – 84% surveyed said they would miss the Internet more than any other form of media Internet growth driven by the 55 + market. 130 Million 54.9% in 2000 to 61.2% Time Drives Her Auto Purchase: Research Habits Expectations Demands
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- 30. Generation & ValueDifferences
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- 32. Buy-Her Talks
- 33. Where A PictureIs Worth A Thousand Words ARTiculation
- 34. Gender Segment CheatSheets Gen X Gen Y New Mom Boomer Active Senior Widow Caregiver & Parent
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- 36. What Your ImageSays To Her
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- 39. Sell-Her Program Step 1 The Outside Influencers Step 2 Mystery Shop-Hers TM Buy-Her TM Talks ARTiculation TM Step 3 Sell-Her TM Training Gender Cheat Sheets Step 4 Making Sure It Sticks!
Editor's Notes
- #5 She has buying power in all categories, you are COMPETING WITH ALL THESE OTHER THINGs!
- #7 THE CONSUMER AS CENSOR MARKETERS MUST ADAPT TO PERISSION BAED, ONE TO ONE ENGAGEMENT, New technology allows networks to lose their iron grip React with increased subscriber fees, cable special fee for missed programs TV netowrks double digit price increases for prime time programming Product placement Ad skippping digital video recroders - TiVo
- #8 TV is confronting the biggest turning point in its more than 60 year history The most profound change under way is the one of technological upheaval Digitization and high speed data lines are giving viewers unprecedented control over what they view and when they view it Prime time will evaporate New revenue models will replace the time honored 30 second spot Decoupling between TV content and how it is delivered is underway and there is not stopping it
- #9 THE RISE OF NEW PLATFORMS Radio is an industry under attack with new competition that was barely on the horizon five years ago..digital music players like Apples-iPod, carry thousands of songs with them ina device the size of a cigarette pack- Viacom and Clear channel took book write downs last month (Feb 05) related to their radio operations (3/18/05) Blogs – 100,000 in 2003 to 8 million in 3/05 . (technorati, search engine monitor study A new blog every 7.4 seconds = 12,000 new a day, 275, 000 pasts a day and 10,800 updates an hour People want to share ideas Podcasting has the power to change the way rich media information is broadcast. It's kind of a mix of the Web, TiVo and portable consumer electronics, all in one. Twenty-nine percent of U.S. adults who own MP3 players like Apple Computer Inc.'s (AAPL.O: Quote , Profile , Research ) iPod say they have downloaded podcast programs from the Internet, the Pew Internet and American Life Project found. That means more than 6 million people are listening to a form of communication that emerged only last year, according to the nonprofit group. Podcasters create radio-like programs of commentary, music or humor, which are saved in MP3 audio format and posted online. Listeners are automatically notified when a new podcast is available. Example Like most couples, Dawn Miceli and her husband Drew enjoy sitting round a table in the evening and mulling over the mundane events that made up their day. Unlike most couples, the conversations in their farmhouse in rural Wisconsin are listened to by up to 35,000 people from Tennessee to Thailand and South Dakota to South Korea.
- #11 Broad killing newspaper readership 40% use net to view content TV – charging more, delivering less TV growth in cable, Hispanic TV and syndication Magazines decline 49% of marketers cutting budgets Broad band has reached the tipping point, 50% of net users have it, Even with those shifts, Cohen predicts NBC will remain the dominant prime-time network in terms of overall upfront advertising sales, with a 35.4 percent share of overall upfront advertising budgets, down half a percentage point from the 2003-04 upfront. CBS, by comparison, will grow nearly three percentage points to a 29.7 percent share of the upfront. ABC will erode nearly three points to a 15.8 percent share, while Fox will expand slightly to a 19.0 percent share. The total upfront market when other network dayparts, UPN, WB, cable, syndication, and Hispanic networks are factored in, will actually expand 8 percent this year, with the biggest winners being cable, syndication and the Spanish-language networks. The report notes that ad budgets coming into the upfront were either flat or up mid-single digits in the third-quarter and that cancellations are rising to 7 percent to 10 percent. The vulnerable part is that nearly half - 49 percent - of marketers do not expect to maintain their print media spending levels. Of equal concern, the 51 percent who plan to keep their print spending steady said they would use fewer magazine titles.
- #12 Pontiac G6 giveaway One of the world's great brands is now an experience. Dive into the universe of VW. At the Gläserne Manufaktur, guests will embark on a fascinating journey into the world of Volkswagen. Through a captivating array of multimedia shows, live demonstrations, hands-on exhibits and visual displays, guests will be given an unprecedented and highly entertaining emersion into the cutting-edge technology and Old World craftsmanship of one of the world's great automotive brands. Highlights of the guest experience include Vision World, a multimedia "global theater" that allows VW and its guests to take the pulse of the planet right this second, and a multimedia factory tour that reveals the secrets of VW's exciting new assembly process and the exceptional care and craftsmanship that go into each VW automobile. The world's first Real-Time Earth Observatory is here. Vision World, the premiere guest experience in the Volkswagen Gläserne Manufaktur in Dresden, Germany, is a 60-foot geodesic dome designed to reflect our living, breathing planet. This creates a complete environment both inside and out. The globe is composed of over 500 programmable fiber optic panels. Inside, guests are surrounded by continuous live streaming data about real-time earth events and statistics as they happen, including weather patterns, land tremors, volcanic activity, and birth and death rates. As guests enter Vision World Sphere, they view a live Internet feed that runs real-time around the circumference of the dome. Simultaneously, state-of-the-art digital animation runs vertically providing more detailed planetary imagery and information. The interior platform spans almost two-thirds of the diameter of the sphere, allowing a 260° perspective and creating a visceral experience for the guests - completely immersed in the world spawned by this concurrent timeline of global information and images. BRC created six attractions for the Gläserne Manufaktur visitor experience: Vision World - A real-time "earth observatory" that allows VW and its guests to take the pulse of the plant right this second. Virtual Test Drive - An actual Phaeton mounted on a full fidelity motion simulator, allowing guests to test drive the car through a variety of virtual worlds. Car Configurator - A three-meter-wide touch screen that invites guests to choose from various options and configure the Phaeton of their dreams. Guests then have their photo inserted next to the car in a scene of their choosing. The resulting image is printed out on a brochure they can take home. Techwall - This exhibit explains the workings of the Phaeton's cutting-edge information/entertainment/ communication system. Guests are encouraged to interact with an actual unit from the car and are given information and feedback on a screen above. Virtual Production Tour - A kiosk-based exhibit that provides an up-close view of the assembly process. All the steps in the assembly process are explained in detail with a special emphasis on those that are new and innovative. Delivery Experience - When a customer comes to pick up their new Phaeton, the car is presented to them in a dramatic sound and light show
- #14 You-ser defined relationships The rise of the engagement model Online oxygen drives need for devices to support the need/desire to talk, communicate – WOMEN, ELECTRONICS
- #15 Online oxygen…everyone talking – not willing to give it up! Massclusivity - Boston limo liner – four round tirps a day betwenn boston and NY, one way takes 4 hours….rooomy, leather seats, 41 inches of legroom, sandwhiches, coffee, WiFi…a 10 seat conference room – sound better than a plane?
- #18 Men go care enthusiasts sites and online auctions Women to to the practical aspects of the car ownership AmeriCredit – 61% female AAA – 57% female
- #19 38% of females, versus 37% of men visited automotive dealerships after DM 11% female versus 6% of men, replied by 1-800 number 13% of females went to web site versus 23% of men Customer Focus study 2005 Automotive Direct Marketing Study
- #20 Madison Direct Study 6/04 First time parenst – SUV’s, minivans, station wagons and sports wagons Second time parents – space, safety and child friendly features.
- #21 54 percent of women under age 30 report a DIY automotive product purchase. By comparison, 62 percent of men in that age bracket made purchases in the DIY category.
- #22 Females make up more than 1/3 of DIY vehicle maintenance DIYers’
- #25 You tell me… Give them the information they're looking for and you're tapping into an enormous market: there are 31 million moms online, and they're spending more time online than they are watching TV (13.2 hours/week vs. 7.6 hours/week). Goldstein gave us more Mom statistics, and shared what he has learned from a quantitative study conducted through a nationwide KidzEyes panel from C&R Research (1,823 mothers of one or more kids ages 2 - 14 years, from heavy Internet users to non-techie Moms) in July and October 2003. He also talked to us about what he's learned from Disney's own marketing to Moms online. More online mom US stats --Average age of online moms: 38 --Median income: $55,000 --Married: 83% --Working: 61% --College educated: 70% 84% of Moms surveyed said the Internet was the form of media they would miss most if they had to give one up. The next closest was TV at 74%. 90% of Moms surveyed want to simplify their lives and the Internet helps them do that. 93% of Moms said the Internet provides up-to-date information. 87% see the Internet as a time-saving device.
- #27 She doesn’t trust you, she seeks the opinions of friends and complete strangers
- #29 The study further revealed that female Internet usage came just behind time spent with family — 3.3 hours versus 4 hours. More hours were spent online by women than they spent doing chores or errands (2.6 hours); eating/preparing meals (1.9 hours); relaxing (1.9 hours); and time with friends (1.2 hours); Compared to other forms of media usage, Internet time outweighed watching TV (2.9 hours); listening to radio (1.5 hours); reading books (1 hour); reading magazines (.7 hours); and reading newspapers (.6 hours). Now, a collaborative report from Yahoo! Inc. and Starcom MediaVest Group reveals that the Internet has become a serious necessity as women balance their busy home and work lives. Nearly half (47 percent) of working women use their personal Internet connection to conduct work during non-working hours, while more than half of the employed women said that they performed non-work related activities, such as banking, e-mailing, travel planning, during work time. The qualitative and quantitative national study was conducted in two separate phases by Just Ask a Woman and TNS Media Research respectively. Just Ask a Woman held in-depth discussions with 25 women, ranging from 18 to 49 years-old, regarding their Internet usage and role the medium played within their lives. TNS Media Research surveyed nearly 1,200 women in March 2004 in the 18 to 39 age group, and further segmented participants into categories: employed women with children (sample size = 312); employed women without children (300); at-home women with children (287); and at-home women without children (300). You tell me… Give them the information they're looking for and you're tapping into an enormous market: there are 31 million moms online, and they're spending more time online than they are watching TV (13.2 hours/week vs. 7.6 hours/week). Goldstein gave us more Mom statistics, and shared what he has learned from a quantitative study conducted through a nationwide KidzEyes panel from C&R Research (1,823 mothers of one or more kids ages 2 - 14 years, from heavy Internet users to non-techie Moms) in July and October 2003. He also talked to us about what he's learned from Disney's own marketing to Moms online. More online mom US stats --Average age of online moms: 38 --Median income: $55,000 --Married: 83% --Working: 61% --College educated: 70% 84% of Moms surveyed said the Internet was the form of media they would miss most if they had to give one up. The next closest was TV at 74%. 90% of Moms surveyed want to simplify their lives and the Internet helps them do that. 93% of Moms said the Internet provides up-to-date information. 87% see the Internet as a time-saving device. Biddys and Geezers Drive Internet Growth According to a recent release by The Media Audit, though the younger age groups were the first to embrace the Internet, most of today's growth is being driven by the older age groups, starting at age 55. In the markets surveyed, representing a population of more than 130 million adults, 61.2 percent of all adults visit the Internet regularly. "That's up from 54.9 percent in 2000 and most of the new growth is coming from those over 55 years of age," says Bob Jordan, president of International Demographics, Inc. According to the data: - the 55 to 64 age classification has increased as a percent of the total Internet audience from 9.5 to 11.3 percent in the past four years. The percentage of those in that same age group who access the Internet regularly increased from 45.8 percent in 2000 to 56.7 percent in 2003. - the 65 to 74 year olds have increased as a percent of the total Internet audience from 4.6 to 5.4 percent. The percentage of those in that same age group who access the Internet regularly increased from 26.2 percent to 35.9 percent.
- #31 Gen X, Gen Y, Boomer and Traditionalist
- #32 All ages, all lifestages, each unique
- #34 The salesperson made me feel like a crazy woman! I kept asking him for what I wanted, he kept trying to sell me something else
- #36 Car Sales – change to car educator, car resource