For auto business owners, the idea of communicating more effectively with women shouldn’t be a controversial one at all. In the United States alone there are half a million women who are actively seeking to buy a new car at any given time. Women have a heavy influence on all automotive purchases (85% of them), from the showroom to the service lane, and yet 74% of women – three quarters of us – feel misunderstood by the auto industry.
When an automotive business decides to take their commitment to women seriously, it’s time for their marketing to move beyond this vague idea of influence, and start thinking about speaking the language that women want to hear. Car dealers should start asking “What do women value most about a new car?” Service providers should be asking “What would get a busy mom to trust my wrench over someone else’s?” In other words – what do women value?
Women value being heard. Women value their families. Women value their own comfort. Women value safety and peace of mind. Women want to be treated the same as men – they want to be seen and heard and valued for who they are, and what’s important to them.
That’s where AskPatty.com comes in.
Since 2006, our Certified Female Friendly program has been helping educate automotive professionals on the age-old question of “What women want,” and since then we’ve constantly been evolving the program to be effective for the current state of the industry in its attitudes toward women.
When an automotive business makes the decision to become Certified Female Friendly, they are not just placing a sticker on their door and getting a search listing on our website. They are making a commitment to honor the AskPatty promise – to provide women customers with nothing less than the best in customer care from start to finish and beyond.
And it’s not only about women – Certified Female Friendly locations strive to be family friendly, kid friendly, pet friendly, and accessible to customers with disabilities. In short, the AskPatty Nation of Certified Female Friendly retailers is a new kind of automotive retailer – one that serves people first.
Everyone who makes the commitment to become Certified Female Friendly goes through our online, robust certification training program. This training includes education on everything from the sales process to marketing and social media – all with women customers in mind. Once you’ve finished, you’ll have the basic skills you need to effectively communicate with women. However, just knowing the material isn’t enough. The point is to become Certified Female Friendly, and to truly incorporate those lessons in how you do business every day.
Once you’re finished with the certification training, your education isn’t finished, because AskPatty.com provides its Certified Female Friendly clients with a monthly webinar, always on a specific topic within the realm of marketing to women. These webinars are recorded and archived – a wealth of knowledge at your fingertips.
Also available are the many, many assets available on the AskPatty Marketing Portal website. All of our recorded webinars are archived there, as well as comprehensive guides on how to put together various promotions such as a Car Care Clinic, how to use your smartphone to create professional-quality video for your social media presence, and how to incorporate the AskPatty Certification into your existing marketing and advertising.
We serve our Certified Female Friendly clients month after month by way of originally designed monthly sets of marketing materials, social media graphics, tips and tricks, all designed to help you communicate more effectively with women than ever before. Each month, you’ll receive a fresh mailing of assets in our PULSE e-newsletter, and all of those materials are categorized and stored on our marketing portal, so you can access them anytime, anywhere.
When it comes to winning the loyalty of women customers in the automotive world, the key word is Trust – and we’ve designed everything about our Certified Female Friendly Program, from the branding to the materials – to enhance the trust in your relationship to your women customers.
If you’re an owner, manager, internet director, or marketing director for an automotive business of any type – dealership, service center, tire center, quick lube, collision center, car wash, or even credit union – show your women customers that you’re ready to take them seriously.
AskPatty.com Certified Female Friendly®
PH: 888-737-8599 x 1 for Sales
AskPatty CEO Jody DeVere loves helping automotive retailers make their locations more comfortable, welcoming, and appealing to women. Here at AskPatty, we do that in part through our Certified Female Friendly training and consulting program, but it doesn't stop there. Jody DeVere is always looking for opportunities to share her insights as a marketing to women expert, and this month she did just that, in two separate pieces for National Oil & Lube News.
In "How to Appeal to Women in the Shop Today, It is More Than Clean Bathrooms", Jody shares insights on keeping those restrooms as female friendly as possible: “The restrooms need to be more than ‘just clean,’” she says. “We suggest you use scented ‘female friendly’ hand soap, provide diapers and feminine products and use pleasing décor.”
In "Female Friendly: How to Attract, Hire and Retain Women as Employees," Jody shares her knowledge is what is becoming a very large part of the marketing to women in automotive realm: hiring and retaining more women employees at automotive businesses. In this article, Jody shares her guidelines for creating a female-friendly culture at a location, setting yourself apart with women not only as an automotive retailer, but as a potential employer.
ASK ME YOUR CAR MAINTENANCE QUESTIONS! I'm excited to announce that I'm partnering with AskPatty.com to answer all of your car maintenance questions! Head over to AskPatty.com, click 'ASK THE EXPERTS' and fire away with your questions! As you all know, I'm just starting out on my own car journey, so let's learn together! I'll try my best to research and answer your questions the best I can.
The Rebelle Rally is the first women’s off-road navigation rally raid in the United States. Blending the love of driving with the ultimate challenge of precise navigation, the Rebelle tests your skills over seven days of competition. It is not a race for speed, but a unique and demanding event based on the elements of headings, hidden checkpoints, time, and distance using maps, compass, and roadbook.
Happy birthday to Lisa Copeland! We're so thankful to call this amazing woman a friend to AskPatty. A pioneer in the field of automotive marketing and management for more 25 years, Lisa is also a sought-after speaker and a prolific writer.
Until just about six months ago, Lisa was the managing partner of Fiat of Austin, an award-winning Texas dealership that has been the all-time number one Fiat retailer in North America since the brand returned to the U.S. in 2011. But earlier this year, Lisa turned in her keys to the dealership to write a book, speak around the world, and to help businesswoman and men "FEAR.LESS" through programs she has developed at CrushingItAcademy.com.
And, as if that wasn't enough, Lisa has also taken on a new role as Chief Marketing Officer for "Empowering a Billion Women" (EBW2020.com), a financial literacy company that's working in 72 countries around the world to give women technology, education, and a powerful network to succeed as leaders and entrepreneurs.
It was a shocking moment on Thursday morning, when I received an email from my friend Connie Keane at MotorMatters that said “Our friend Holly is dying today. I'm so sick over it.” I was devastated. I knew that Holly had been fighting cancer in the last year, but I had no idea it had become so dire. I also didn’t know that this was the fifth time in 20 years that Holly had faced this horrible disease.
Holly Reich was a fellow automotive journalist. I have been reading and editing her content for nearly a decade, but in the last few years, we became much better friends. It is because of this friendship that I have struggled with publishing this tribute to her; I just can't bear to say goodbye to this lovely woman.
We all have someone who inspires us in life, or at least, I hope everyone does. Someone who inspires us makes us want to be a better person or makes us hope that we can be like them when we get older.
One of the jobs I have -- in addition to teaching women about taking care of their cars -- is coaching new and experienced drivers in their Porsches at Canadian Tire Motorsport Park (Mosport) in Bowmanville, Ontario. Located about one hour east of Toronto, his track is a “bucket list” track for many people to experience and it’s one that I spend probably 30 days a year at, which is a lot considering we have winter almost five months of the year. Mosport is steeped in history as it used to hold Formula One races in the 1960’s; it’s fast, has 10 turns, and has many elevation changes. Not for the faint of heart.
Jody DeVere, CEO, Founder, and Trailblazer, has consistently and relentlessly been a voice, an advocate, and a reliable resource for women who just wanted to buy car, get its serviced, and to be treated with respect and fairness.
For this and more, Crain Communications has recognized Jody’s leadership and vision in its Tire Business magazine along with Mary Barra, GM’s CEO through Automotive News, another of Crain’s vast magazine holdings.
In a recent Tire Business Related article AskPatty.com founder Jody DeVere sees a 'great impact' on automotive scene she is quoted saying:
“I’m just smiling. I do believe AskPatty.com has led the industry into this. I was the first in, and so I’m very proud of that. And even though there are competitors out there or other people working in the women’s market, I applaud them all because it will take a village to change it. It’s still a male-dominant field but I think the guys are getting much smarter about this.”
I was recently invited to attend the final round of the Rockstar Energy Drink Motocross Nationals in Barrie, Ontario. Neither my boyfriend nor I had ever been to an event like this and we were free, so we thought “What the heck, it’ll be a different way to spend the day!”
No matter whether it has two or four wheels, racing is racing in my mind, just at different levels. The Rockstar Motocross Nationals is grass roots racing and unbelievably competitive. I couldn’t believe how crazy it was to watch the start of the race with more than 30 bikes all trying to get to the front, going over bumps and catching lots of air many, many times per lap.