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April 21, 2015

AskPatty Joins Industry Execs at Marketing to Women Panel (#M2W)

M2W logoAt the upcoming 11th annual M2W® – The Marketing to Women Conference, Fred Koplin, Yokohama Tire Corporation’s (YTC) senior director, marketing, will be part of a panel of marketing executives focusing on how to gain more business and brand awareness among women in the automotive marketplace.

Women hold 50.4% of driver’s licenses and 39% of car registrations. They influence or make 85% of all auto purchases which equates to $80 billion spent annually. Add in the post-purchase services and repairs, and women’s value to the auto industry rises to $300 billion a year, according to CEO Jody DeVere, who will moderate the April 21 panel in Chicago.

Devere-150x150Joining Koplin and DeVere on the panel are Hwei-Lin Oetken, vice president market intelligence, Kelley Blue Book; Marcela Tabares, SVP of strategic insights, A&E Networks; Sara Miller, senior program assistant, Motor Oil Matters; and Sondra Healy, owner, Turtle Wax. This panel of automotive experts will share how they’ve learned to rise to the needs of women, what it also means for increasing business with men, and to implement these strategies into your own industry.

“Yokohama is extremely conscientious about increasing our brand awareness to women,” said Koplin. “They make up half of all tire purchases and have a particular interest in benefits such as fuel efficiency, safety and value.”

Koplin-150x150Koplin said tire dealers are increasingly aware of women customers and are creating a better atmosphere at stores. “Whether it’s at a tire store or an auto dealership, research shows the woman shopper wants a clean and comfortable environment where they can trust the salespeople. Leading retailers recognize this and are creating better retail shopping and service experiences.”

Women are careful shoppers, added Koplin. “They ask the people they trust the right questions so they can get the best tires for their vehicles.”

Women’s priorities are different than men’s. They require a reliable automobile and they are willing to wait for it. Women spend more time researching and more time shopping dealerships than men. To this end, the product research is only part of her decision – the experience of buying is her biggest trigger point. Then the experience of service can be what makes her a loyal, repeat customer.

For more information on the M2W conference, the world’s premier conference on marketing to women, visit


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