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.
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.”
For more than 100 years, the Better Business Bureau has been serving shoppers in the United States, and now in Canada and Mexico as well, by advancing marketplace trust and setting high standards for businesses to follow. The International Torch Award for Ethics award is given to businesses who demonstrate best practices in character leadership and organizational ethics.
A Certified Female-Friendly retailer, Victory Auto Service & Glass has a strong history of ethics in business. In 2010, Victory Auto received the Integrity Award from the Minnesota and North Dakota Better Business Bureau, and in 2015 received both the Deubener Award (St. Paul Chamber of Commerce) and the 2015 Minnesota Business Ethics Award.
So who am I? Well I raced cars for 15 years and 10 of those were in the top stock car series in Canada, called CASCAR. I was also a pace car driver for the Champcar World Series (now Indy Car).
In addition to that I work numerous vehicle launches, am a driving coach, motivational public speaker, was a judge on Canada’s Worst Driver (season 1), and I teach women about taking care of their cars. Everything I do is automotive and I love every second of it.
I live about an hour outside of Toronto and I also ride a Honda CBR 600RR, which is unbelievably fast. In the winter months I go snowmobiling with my boyfriend and we can often do this right from my driveway.
So there’s me in a nutshell and -- oh by the way -- I’m a certified high school teacher and, no, I don’t say “eh.” :)
AskPatty.com has announced that a growing number of car dealerships across the US have joined the growing ranks of companies who promise to address the needs of women consumers, as part of the expansive network of AskPatty.com Certified Female Friendly® locations in North America.
Team members at each of these locations have completed a training and certification process to provide a Certified Female Friendly® experience that exceeds women’s expectations.
AskPatty.com would like to congratulate Chantilly Auto Body as Automotive Body Repair News’ 2015 Top Shop. Chantilly Auto Body is a six-location auto body group located in and around Chantilly, Virginia.
Automotive Body Repair News (ABRN) is a premier publication serving the collision repair industry. Their annual Top Shop award recognizes outstanding auto body shops across the country.