Transcript Female customer perceptions of buying from car dealers

Women’s Panel
Insights, Perceptions and
Discussion on
Women and the Car Dealership
Experience
..
• Studies Show:
* RealWorld.com
• Goal:
• Examine consumer attitudes about how women are perceived in the
automotive industry.
• Answer the Question:
• Do you believe there is still gender bias in the automotive industry?
• And, if so, what can we do to help?
Survey Methodology
Women and Car Dealers
• Online survey conducted by Women in Automotive
• Social Networks, Consumer eNews and Personal
Networks
• Women Consumers, all age ranges
• Over 2 week period from 3/9/2015 – 3/23/2015
Age Grouping
Sales
Sales
Sales
Sales
Service
Service
Service
Women’s Panel
Discussion
Christy Roman
Owner, Now Digital, Inc.
• An entrepreneur with a background in advertising sales, management and a few
online start-ups, Christy Roman has a unique perspective on advertising as it
pertains to automotive and the Internet. Her claim to fame was developing and
monetizing the Partnership Program (now the Premium Program) dealer
initiative at AutoTrader.com which turned them into a classified advertising
powerhouse and now generates hundreds of millions of dollars. Past roles
include: ad agency owner and business development; sales and management
for newspaper and cable advertising; piloting the one-time AOL Time-Warner
multi-media cross-selling initiative; Regional Sales Manager for Who’s Calling,
and consulting for television stations to help them develop online revenue
streams. She recently sold the automotive division of Now Marketplace, Inc. to
form a new company with JKR Advertising out of Orlando called Now Digital, Inc.
The newly formed agency continues to be a one-stop shop for dealers and local
businesses wanting to maximize the Internet as advertising.
Subi Ghosh
Executive Vice President, Dealer Authority
• Subi Ghosh has been working in the automotive industry for the past seven
years. Her first six years were spent as an Internet manager, sales director, and
sales & e-commerce director. She was recently promoted to executive vice
president at Dealer Authority, a digital marketing company that works with
dealerships who want a custom-tailored social and search strategy. Subi’s
passion for the industry and drive to be an advocate for dealers serves as a
perfect match with Dealer Authority. Not only has she been a speaker at multiple
automotive conferences, including NADA, but she has also been a guest blogger
with DealerKnows. Subi keeps actively involved in the automotive community to
share her knowledge, grow within her profession, and improve the way the
industry sells and markets cars.
Kate Frost
President, Kate Frost, Inc.
• For more than a decade, Kate Frost has specialized in automotive digital
marketing, with an emphasis on social media. She currently serves as president
of Kate Frost Inc., an award-winning digital marketing service provider. During
the nearly six years at Kate Frost Inc., Frost has been an important voice in the
field of social media. She has conducted hundreds of social media campaigns
designed to brand businesses, drive traffic and generate sales and service
leads. Prior to Kate Frost Inc., she spent two and a half years at Toyota of
Orlando, where she was the Director of Strategic Marketing and Business
Development (2006-2009) and three years at Who’sCalling, as an account
executive calling on more than 150 dealerships across Florida and North
Carolina (2003-2006).
Jody DeVere
CEO, AskPatty.com
• Jody DeVere is a internationally recognized speaker, trainer, often quoted
industry pundit and spokesperson for the automotive industry on the women’s
market. She has been featured by the New York Times, NPR, Wall Street
Journal, CNN, Fox Business, Forbes Women, Oprah Magazine and Parenting
Magazine to name a few. As CEO of AskPatty.com, she provides automotive
education to women consumers and an interactive online Certified Female
Friendly® certification training program for automotive retailers on how to attract,
sell, retain and market to women.
Julie Kimes
General Sales Manager
O’Daniel Automart/ O’Daniel Mazda
• Julie Kimes brings to the table 23 plus years at O’Daniel’s and an entire family
history tied to the car industry. With a background of growth and Avant guard
development in the way cars are sold, Kimes has spent her career dedicated to
delivering extraordinary service and value. Her hard work has clearly paid off in
every position she has held in the dealership. In 2009 after successfully
managing a satellite store, she was asked to be the GSM for O’Daniel Automart
and Mazda. When Kimes took over the operations the total dealership sales
were only 556 units a year. She has not only gained market share but has
almost double the sales volume closing 2013 with 901 retail units.
Sales
Survey shows:
58% of female consumers don’t
enjoy prospect of buying a car?
What should the industry consider
doing to change this perception?
Sales
Survey shows:
59% of female consumers feel inadequate
during the process of buying a car?
What do women do differently when
buying a car?
What advice can you share to help
dealers improve this feeling for women?
Sales
Survey shows:
69% of female consumers feel that
being a woman is a disadvantage in
the car buying process ?
What do women want from the car
buying process?
Sales
Survey shows:
58% of female consumers feel that
automotive dealerships don’t
understand how to sell to women?
What should the industry consider
doing to change this perception?
Service
Survey shows:
65% of female consumers feel
comfortable speaking about their car
maintenance needs?
Why do you women feel more
comfortable in service than sales?
Service
Survey shows:
68% of female consumers that the
service director treats them fairly?
Respondents prefer aftermarket
shops over the dealership, any
thoughts on why?
Service
Survey shows:
62% of female consumers feel that they
are not treated the same as male
consumers?
Why do you think this happens?
What can dealers do about it?
Service
Survey shows:
65% of female consumers feel
comfortable speaking about their car
maintenance needs?
Why do you women feel more
comfortable in service than sales?
Parting Thoughts
• The industry is changing.
• Customers are leveraging technology and becoming more
knowledgeable
• Progressive dealers are making changings to improve their
representation and service to women
Thank you