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All marketing for this effort was done via in-store, point-of-purchase displays, as well as on Facebook and Twitter. The local media picked up the story, which promoted awareness for MADD and for Waukegan Tire.
The company places links to the websites of all charitable causes it supports on its own site, which serves as a visible reminder of Waukegan’s support. This speaks volumes to women – and certainly all – customers, who can easily see who and what Waukegan Tire cares about.
This type of community involvement is very meaningful to women, who will take note and make your dealership a preferred location, as well as recommend you to friends and family.
Education is Marketing
Community Tire is reaching out to consumers with a monthly segment on a local television show, as well as regular radio spots, that feature educational information on tire- and car care-related topics. This is especially important to women, who appreciate any effort made to educate them about their vehicles.
Phoenix, Ariz.-based Community Tire, with five locations and plans to open two more shops in 2011, also uses social media – Facebook, Twitter and Yelp – in a format that incorporates education, rather than straight selling. Of course, the business wants to gain women customers, but more importantly, it aims to empower women and give them the tools so they can determine on their own that Community Tire is in tune with what they want out of a tire and service provider.
Community Tire wants women customers to feel comfortable recommending the shop to their friends and family, and through these various initiatives, the dealership is committed to creating an environment that fosters long-term relationships with women consumers.
Facebook COO Sheryl Sandberg has said, “The world’s gone social. And women are more social than men.”
It’s true: Facebook, the largest social networking tool in the world, is dominated by women. Community Tire’s website and Facebook page have become the primary source of communication of the company’s business values. Also, the shop currently is developing the use of Twitter.
Providing women with educational content to empower them in traditional venues, like local radio and TV, as well as new mediums such as Facebook and Twitter, will drive more business to your shop’s door.
Going Green Resonates
Curry’s Auto Service, with five locations in Northern Virginia, is a leader in “green” shop operations. In fact, company president Matt Curry recently spoke to attendees at the Tire Industry Association Environmental Symposium on how turning their business green can be good for their bottom line and their image, especially with women, who are driving many eco-conscious initiatives globally.
Management and staff at Curry’s are doing their part to help preserve the planet. They recycle metal, plastic, tires, wheels (aluminum and steel), lead wheel weights, oil and oil filters, printer cartridges, cardboard, plastic and automotive batteries at each location. All of Curry’s communications have become electronic throughout the organization, and added marketing via social media is used to further reduce paper waste.
The shops even have a fleet of hybrid cars that customers can use as loaners while their vehicles are being repaired.
In addition, Curry’s offers Be Green Checkups for all customers to help them contribute to preserving the environment. These “10-Point Green Checkups” offer an inspection that will ensure the fuel economy of a customer’s vehicle is up to speed, with attention placed on motor oil, oil and air filters, engine performance, evaporative emission controls and tires – both for wear and correct inflation pressure.
Being environmentally-friendly helps sets Curry’s Auto Service apart from competing businesses with eco-conscious customers, the majority of whom are women.
As you can see from these three successful case studies, leveraging education, social media, community involvement and eco-friendly/green best practices are winning combinations to attract more customers, men and women alike, allowing your dealership to gain their trust, loyalty and word-of-mouth referrals.
Jody DeVere is the CEO of AskPatty.com. Visit www.askpatty.com/getcertified to learn more about how to become a Certified Female Friendly Tire Dealer.
