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
The Rebelle Rally is calling…make 2018 the year you #JoinTheRebelle. Meet Charlene Bower of the Ladies Off-Road Network and one of the 2016 winners of the Rebele Rally on November 3oth during the LA Auto Show media days and Emily Miller, the Founder of the Rebelle Rally on December 1, 2017 during the #LAAUTOSHOW in the Girl's Pit Stop booth. The booth is located in "THE GARAGE" AFTERMARKET, Powered by Prestone. The Garage at the LA Auto Show is where car culture lives and the LA Auto Show is co-promoting our booth and the events taking place their as the place for women to visit during the show.
Purchase LA Auto Show Tickets Here.
The second annual Rebelle Rally 2017, took place October 12th - 21st, starting from near Squaw Valley CA to Glamis CA over 7 days. The Rebelle is headed up by Emily Miller, a seasoned off-road trainer, Baja 1000 and Rallye Aïcha des Gazelles podium winner mentored by off-road racing legend, Rod Hall.
It 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 7 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 road book.
Title Sponsor of the Rebelle Rally 2017: Hoehn Adventures - Through an evolving series of racing events across the world, we seek to inspire those who love the power of challenge and the joy of pushing the boundaries.
VEHICLE CLASSES - ( These are daily drivers with limited aftermarket upgrades)
» 4×4 – 4-wheel drive vehicles that have a two-speed transfer case (low range)
» Examples – Pickup trucks & SUVs with 4WD including Toyota Tacoma 4×4, Chevy Colorado, Land Rover / Range Rover, etc.
» Crossover – Unibody construction with all-wheel drive (no low range)
» Examples – Subaru Forrester/Outback, Mitsubishi Outlander, Toyota RAV4, etc.
Note: There is a "Bone Stock" clarification for vehicles with no aftermarket upgrades.
Thuy Davis and Tracey Ristow Team #156 - Team Dandelion Adventures
Thuy, "The Rebelle Rally is a journey that cannot be described with words, it can only be experienced. It will place a mirror in front of you and it's up to you to acknowledge it or avoid it."
Tracey, "The rally itself is the cherry on top, the real prize is meeting so many amazing women!"
Tiffany Lauer Walker Team #154 - Road Less Traveled
"A dream only imagined that became a reality!"
"When you complete the Rebelle, you understand it is about so much more than driving and navigating, the way that "To Break in A Glove" is not only about baseball!"
Andrea Shaffer Team #126 - Team Sugar High
"The rally is so much more than a competition, it becomes a family."
Marty Lawrence Team #206 Team BLTN
"Know your vehicle. Know your partner."
Limited registration to only 50 teams for 2018! Our mission is to provide a world-class event and competition and only 50 coveted spots are up for grabs. Once the spots are filled, we will close registration, even if it is prior to the September 10th, 2018 deadline.
Join the Rebelle - REGISTER ONLINE NOW -
Early registration pricing, returning Rebelle pricing, and installments available.
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.
My time with the Rebelle's this week was transformative, exciting, memorable, awe-inspiring and extremely motivating. Watching all these amazing women compete under such difficult challenges was awesome! More on my adventures in Dear Diary Entry #2 coming soon.
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 7 days of competition.
It is not a race for speed, but a unique and demanding precision event based on the elements of time, distance, headings, and hidden checkpoints using maps, compass, and road-book. Teams of two women, (driver/navigator), will spend seven days driving mostly off-road from Lake Tahoe to the sand dunes of Southern California. Best of all, you get to leave your cell phone, computer, GPS, & headaches behind. It’s all about YOU. And your endless abilities.
Car Care Tips Every Woman Driver Should Know
Here at AskPatty, we receive thousands of auto-related questions from women looking for advice from our expert panel.
|Of these, about 85% are women with questions about car care – so it's clear that this is something women want to know about!|
This spring we're teaming up with Sears Auto Center to present a free Car Care Clinic to keep “Women on the Move”, so we're kicking things off with some great must-know car care tips. If you're looking for a little Car Care 101, read on – if you want to learn even more, get to a Sears Auto Center Car Care Clinic on May 21!
“If you do not know where you come from, then you don't know where you are, and if you don't know where you are, then you don't know where you're going. And if you don't know where you're going, you're probably going wrong.” Terry Terry Pratchett, Author of Discworld.
Saying goodbye to my GPS, turn-by-turn directions, and thoughts of self driving cars for a weekend, I accepted an invitation join the Rebelle Rally for a two-day Basic Navigation Class. Yes, the old-fashioned kind with a compass and map, a skill-set I found to be quite humbling -- yet empowering to learn.
What is the Rebelle Rally?
The Rebelle Rally is the first women’s off-road navigation rally raid in the United States, coming together in large part by the efforts of off-road pro Emily Miller, visionary and leader. Teams of two women, (driver/navigator), will spend seven days driving mostly off-road from Lake Tahoe to the sand dunes of Southern California. Best of all, you get to leave your cell phone, computer, GPS, & headaches behind. It’s all about YOU. And your endless abilities.
Every day, we're getting closer and closer to self-driving cars. In fact, a number of models are already on the market that are more than capable of driving hundreds of miles on the Interstate with almost no input from a human being.
Currently, they're required by law to disengage if the driver doesn't touch the steering wheel every so often, but the capability is here right now.
Meanwhile, the features that enable this capability are being marketed independently as the following driver safety technologies.
Unveiled during AAPEX 2015, “A Woman’s Perspective on Leading” is an essay anthology featuring women leading the way in the automotive aftermarket, including a chapter written by our own Jody DeVere CEO of AskPatty.com.
Donations benefit the Car Care Council Women’s Board Scholarship program. Learn more.
Order your copy today!