Females Are Nearly Half of Your Market
The U.S. population of drivers in 2007, according to the Federal Highway Administration, was 205.7 million, divided equally between women and men. The 2007 American Community survey reports 136.9 million Americans commute to work. Forty-six percent of all these commuters are females.
According to ASA's 2008 "How's Your Business?" survey, some mechanical businesses (35 percent) have altered advertising plans to attract more women for maintenance and repairs, and 68 percent of collision members are changing their advertising plans to draw female business.
Mechanical service members are attracting female customers by providing car clinics/education opportunities and direct mailers (both at 23 percent). ASA collision members are attracting women customers by employing females (26 percent) and featuring women in advertisements.
For more about this topic, click here to see "Reaching the Female Customer."
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