Auto Body Marketing & Advertising Services Highland Park IL

Make a good first impression and then treat them right.

11/1/2003

They're women, hear them roar, gripe and complain as they drive off, never to return again - unless you learn how to market to them, make a good first impression and treat them right.

Women. You can't live with 'em, and you'll lose business without 'em. Recent surveys indicate that women influence 70 percent of all consumer spending, including the purchase of cars and related repairs. That amounts to $6 trillion annually, according to the Bureau of Labor Statistics. So, it makes good sense to include them in your marketing strategy.

How? There are many ways, including newspaper ads and television commercials. Even something as small as your phone book listing can be tailored to appeal to women. For example, why not include your picture in your phone book ad? A woman will always feel more at ease dealing with someone she recognizes. She doesn't have to know you, just recognize you. Have you ever noticed phone book ads for lawyers and real estate agents? They almost always have their picture included. I've done this in the past and it really does work.

But not all promotion is as easy as placing an ad. Because most women don't like to feel pressured, you'll need to use different methods to attract the female side of the population to your shop.