Here’s the secret: understand them. Women have significant purchasing power when it comes to car buying (or really, buying in general). In fact, 85 percent of automobile purchases are influenced by a woman and 65 percent of new cars are purchased by women. Women need to be a priority in your dealership’s marketing strategy.
But in order to market to women, you have to understand them. One of the biggest mistakes marketers make is grouping all women together and trying to market to the collective “woman.” But, as many people know, no two women are the same. You can’t spend your money individually marketing to EVERY single woman out there. By analyzing data and understanding trends, you can create buyer personas that help you to understand the needs of various groups of women, and then use those personas to shape your marketing messages.
Think about your local market
No dealer’s market is the same. Each has different priorities and different audiences. Look at your local demographics and your community. Are certain ethnicities more prominent? Are you catering to a particular socioeconomic status? Are you selling to families? Young professionals? Identify the different groups you primarily see in your market and then build a plan to address their unique expectations.
Build specific personas
Once you’ve identified a handful of groups in your market, build out personas for them. Pull together published data based on characteristics you’ve identified or go out and gather your own research. Send out a survey asking about their needs or preferences or start asking questions and filling in a profile for each of those personas. Think about their lifestyle, what’s important to them in the purchasing process, how they like to be marketed to, what their budgets are like and which cars they often end up buying. Use information, like the fact that women on average take 75 days to buy a car, to inform your marketing. Creating a holistic profile of these different personas helps you to understand your customers and tailor your business strategy to cater specifically to their needs.
Still not sure what a persona might look like? Here’s an example:
First-time car buyer
Unknowledgeable about the process
Clara recently got her first full-time job and is looking for a reliable, safe car to get her to work. She’s budget conscious, but she also wants to ride in style. She’ll spend a lot of time researching the right vehicle and is willing to travel to get the right deal. She’ll ask her friends and family members their opinions on vehicles and will be influenced by branding and marketing. It’s important to her that the process of buying a car is made easy and explained to her.
Understanding women and figuring out how to market to them isn’t rocket science, and CDK Global has the resources to help you better understand female shoppers, like this infographic.
Download our “Women Buy Cars” white paper to better understand women and their buying habits.