Fashion Shows and Spas? Marketing Cars to Women
In "The Lady Means Business," an article in the April 10th issue of Adweek (reg. required), Joan Voight covers a few of the more recent marketing to women efforts of car manufacturers.
Here’s a taste:
"So far, what’s characterized the efforts of many automakers is
the development of a curious combo: The traveling road show with a bit
of health spa thrown in. Touring displays and off-site showrooms are
contemplated to entice women to test-drive cars without the hassle of a
visit to the dealership. They can ask questions in a no-pressure
situation. And they can also have fun while doing it."
Voight’s piece is a thorough look at what U.S. carmakers (who may need the most help these days…) are up to. In one case, Ford Fusion marketers are quoted about the "Live in Drive" effort to reach female Gen Xers. Their "Studio D" traveling showroom launched during New York’s fall Fashion Week, and included things like test drives, makeovers and workout tips. While that likely wouldn’t connect for Boomer generation or older women, it may well be effective with the younger set. (Worth noting: the Studio D companion site is pink and flowery, which is something I might otherwise discount, except that - Ford clearly did the research and found this approach to be relevant for their core market. Whether it resonates with you or not, pink and flowery IS a trend for younger women today.)
It was specifically the Fusion print campaign (about which I comment in the AdWeek piece) that caught my eye , and that may better connect with women across the age barriers. The full-page ad is roughly 2/3 image of car and then 1/3 image of some common life occurrence (gum on shoe, lettuce in teeth). When I first came across it in a magazine, I was impressed that it didn’t use space to list all the features and horsepower numbers, like a lot of car ads do. Rather, it reflected real life, "oh brother" moments with the sassy red car as an escape - with very little copy otherwise, and a link to the site for more information.
Makeovers and spas may influence the younger generation (the jury is still out on how that translates into sales). Still, at some point before a buyer of any age finally signs on the dotted line, they’ll be looking to make sure the vehicle fits their lifestyle. Cars are a significant purchase, after all. No matter your age, the car you decide to buy is one you’ll likely have for 5 - 10 years, so it almost has to be as practical as it is fun to drive. Darn it all.
(Only non-precious station wagons, with much dog, snowboard and bike carting potential need apply here.)
