Forums: Discussions for entrepreneurs and small business.

Perhaps you`re in an industry where women are your primary customers - think Spanx or Foot Petals - or maybe you`re in a business sector, such as financial services or automotive, that has yet to realize it`s full potential with female customers and you want to capitalize on the opportunity.  Or maybe you`re a woman who has suggestions or feedback for an industry based on your personal experiences, both good and bad.  I hope this can be a place to ask questions, share ideas and discuss business trends, research and opportunities around the women`s market.  I have a couple of thoughts but would love to hear from the community about what`s on your mind around this topic.

Thanks!
Tami

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www.andhowmarketing.com
http://andhowmarketing.typepad.com/andhow_to_reach_women/
Discover your women`s market(s)...and how to reach them.

Tami,

What would be your marketing advice/plan to an automoive collision repair center for marketing to women customers? How can these shops draw more women to their doors?

Thanks - R@ 

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Richard Arnold · Key Concept Writers · Business Communication: The "Key" To Success· Law of Attraction Blog · Life Ain`t Brain Surgery Blog

When I go to the garage, I don`t want to be treated like I won`t understand what they`re telling me about my car. I can`t tell you how many times mechanics and service people have tried to scam me. ("You need new rotors" is a big one!) Luckily, I know enough about cars to know what they are tying to pull. I also want a clean facility, with good lighting. Like with gas stations for instance... I will go to a Mobile On The Run before I`ll stop at a run-down, badly lit place regardless of price. I figure if the place looks scary and unkempt - the workers probably are too. Safety is a big issue too. I want to feel safe and I don`t want to feel like I`m going to ogled by all of the guys when I go in there. Oh and clean batrooms are improtant too. Child rooms also help a lot. Basically, check out any large car dealership that sells new cars. They have clean facilites, a tv, magazines, snack machines and beverages, child rooms and clean bathrooms with a diapering table. Those are all things that make me more comfortable. That`s my view anyway. I hope that helps.

Chris - go girl!

That`s the most passionate post I have ever read from you. Wow! I love it!

I couldn`t agree with you more. The times are changing. Thanks for your honest opinion. I do appreciate the comments.

I hate those "batrooms", too. Everyone is just hanging around

R@

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Richard Arnold · Key Concept Writers · Business Communication: The "Key" To Success· Law of Attraction Blog · Life Ain`t Brain Surgery Blog

Well, thank you Richard! Glad I could help!

Lisa Johnson`s seminar entitled "Don`t Think Pink" is a good introduction to the spending power of women and the unseen influence (at least to many businesses) they wield over the economy.  It`s mostly common sense stuff built up so it`s a good introduction to the right way to market to women in general as well as all the sub-segments.

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"Forget inspirational quotes to keep you going. If by doing what you do, you get an hour every day to relax, be with the ones you love in comfort without doing wrong, then it is all worth it." -Anon.

Thanks David, I`ll check her out - appreciate the note.

R@

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Richard Arnold · Key Concept Writers · Business Communication: The "Key" To Success· Law of Attraction Blog · Life Ain`t Brain Surgery Blog

Chris - excellent advice. A perfect example of the fact that if you just ask women, they`re more than willing to tell you exactly what they need.   Women take a 360-view of the sales process, so marketing to them without creating the setting to back it up can only backfire.  Two anecdotes that may be helpful and relate specifically to small businesses:  The first is a ski store that increased their women`s business by 25% simply by cleaning  out their dressing rooms, which they`d been using to store boxes of excess inventory that blocked a portion of the mirror, and had covered in posters highly appealing to teenage boys (read: lots of half clad teenage girls).  Just having the space to try on the products in an uncluttered environment free of  "girlie" paraphenalia was enough to move the needle.  And they certainly didn`t turn off guys or teenage boys with their new cleaner dressing rooms.  Everyone wins.  The second is a plumbing company in the Midwest who realized that the experience of having a serviceman come to your home - plumbing, cable or otherwise - was not only typically inconvenient (we`re all familiar with the good old 9-4 window, right?) but they didn`t necessarily arrive in a manner that made women home alone feel very secure (knock, knock - is this guy in a blue shirt  and jeans the one I`m waiting for or some creep trying to get into my house?).  This company instituted a policy of a) committing to a specific time for the appointment, b) the office calling 10 minutes prior to announce the arrival and give the name of the serviceman, c)all of the servicement wore the same uniform with the name of the company and their name stitched prominently on one pocket, d)the car or van they arrived in was clearly marked with the company name and they parked right in front of the house so their vehicle was in view behind them as they approached the door.  They were able to leverage this higher level of service in a manner that distinguished them from competitors, without literally saying, "hey, you don`t have to be scared of our guys."  They marketed the convenience and professionalism of their service and let that say it all.  In the collision repair setting I think all of Chris`s suggestions are perfect. I`d also add creating a clear, easy-to-understand pricing policy that takes the mystery out of what you`re actually buying and just keeping basic promises.  How many times do we hear one quote, leave our car and get called back with another, higher quote?  Or, are told the car will be ready by a certain time and arrive only to find out it won`t be done for another two hours?  This may mean eating the profits on an estimate that wasn`t done correctly.  Or bringing a loaner car out to the customer if schedules fall behind, but being able to say you stand by your word would be an incredible advantage in marketing to any audience, male or female.

Lastly, David brought up a great resource in Lisa Johnson`s seminar.  She and co-author Andrea Learned have a book by the same name which I`d recommend picking up as well.  (When you do, check out the blurbs on the back - one is from me)

Thanks everyone for the great discussion.  Looking forward to more.

cheers,
tami

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www.andhowmarketing.com
http://andhowmarketing.typepad.com/andhow_to_reach_women/
Discover your women`s market(s)...and how to reach them.

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