Driving Home Your Message

This week, I am attending the Chicago Auto Show. You may not realize this, but the Chicago Auto Show is the largest auto show in North America and drives (pun intended) thousands of people to our fabulous city every February. Included in those droves of automotive consumers? Women.

It’s no surprise that a big chunk of this demographic of women happens to be moms, and is one of the reasons why smart automotive companies are targeting moms and families in their messaging. 

When it comes to marketing to moms, what works for the automotive industry can work for your brand as well. How can you apply these lessons learned?

Give them an Experience: Several years ago, Chevrolet partnered with influential mom bloggers who actually drove specific makes and models for a period of time—blogging or vlogging about their experience behind the wheel. This gave moms a true behind-the-scenes look at not only the product specifics, but how that car could handle a week of school drop-offs, client meetings and lacrosse practice. 

Lesson Learned: Don’t just tell moms about your product, show them how it fits into their daily lives. If possible, let them experience it—touch it, use it & share it with others. 

Make them Laugh: It was the viral video viewed by moms throughout the U.S.—Sienna “Swagger Wagon.” Why was this successful? It hit on the small nuances of life that only moms and dads truly understand, and allowed moms to laugh at themselves and still feel competent as parents and women. 

Lesson Learned: If you want moms to laugh at your jokes, make sure they are in on it from the beginning. You want them to feel as if you are laughing with them, not at them. 

Pay Attention to Details: Realizing that today’s moms are handling more car maintenance tasks (think oil changes & break alignments), the auto aftermarket industry has started to pay attention to the details. Waiting areas have softer lighting, comfortable furniture and clean play areas for children. Service technicians are asking questions without being intimidating and no longer will you hear the phrase, “Maybe your husband needs to come back with you.” 

Lesson Learned: It’s the little things that count with moms—clean environments, friendly conversation and a deep appreciation for those things that she values, no matter how small they may seem.

Tags: automotive, moms
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