August 29, 2011
Reaching the tech-savvy woman
How to attract the car maintenance decision makers
By: Wayne Croswell
What are you doing in your business to attract the tech-savvy woman? Did you know, according to Delia Passi, CEO of womencertified.com, 80% of all car maintenance decisions are made or influenced by women?
Most women are tech-savvy. And, that leads to a lot of buying decisions being made every day by tech-savvy women. Now the question is not “if” or even “when” they will buy. The question is, “Will they buy from you?”
Traits of a tech-savvy woman
So, who is she? The tech-savvy woman has continuous access to the Internet. She probably has a Twitter account and tweets or follows her favorite people and businesses regularly. She most likely subscribes to several blogs and possibly even contributes to them. She has a Facebook account and uses it daily. She has a cell phone that has e-mail, text and Internet access.
She loves a good bargain (81% of them look for the best possible deal) and belongs to multiple VIP clubs to receive text message marketing offers from them. She doesn’t know what a Yellow Pages book is, but she has heard of yellowpages.com and probably uses it.
According to Passi, “Safety and security are very important for women; especially, if they have young children, or teenage or college drivers.
“Women tend to be more proactive and will respond favorably to safety issues and preventive maintenance.”
Here are some simple things you can do to entice the tech-savvy woman into doing business with you.
1. Equip your showroom with free Wi-Fi. Most likely, you already have an Internet connection in your business and even wireless accessibility. To add an additional wireless connection for customers to use is very inexpensive.
2. Install an Internet station (computer) with a printer in your showroom. This will provide your customers with the ability to print documents, and help them get through some of their to-do list tasks while waiting in the showroom.
3. Create a fun, clean and safe area for children to play in while they are waiting with their moms.
4. Provide complimentary beverages and snacks.
5. Offer loaner rides or loaner cars.
Those are only some basic actions that you need to consider. And, for the love of Pete (whoever Pete is), make sure you keep your rest rooms clean and family-friendly!
To really reach out to the tech-savvy woman, and the tech-savvy mom, visibly show that you participate in social networks like Twitter and Facebook. Encourage them to sign up for your sites. Reward them with coupons for future services such as discounted oil changes and tire rotations; it has been proven that they will sign up solely for the free offers being made.
Offer membership to a loyalty or VIP club, and use technology like text message marketing from MobiDitto to keep them coming back for service time and time again.
Put on your technology face
Your business has a technology face. How does yours stack up to those seasoned at attracting the tech-savvy woman? You need to determine what your target audience wants and then make sure you deliver what they are looking for. Your technology face includes items like your Web site, Google Places, online advertisements, Facebook, Twitter, Yelp, coupons, Groupons, Buckaroo.com, Couptessa.com, reminder postcards with coupons and even billboard advertisements listing your Web site address.
Sign up for our Enews and receive the latest news, trends, and product information right in your e-mail inbox.