by Amy Keys of the Florida Automobile Dealers Association
I was doing my usual “quick scan” of industry-related magazines, and spotted a note in the Digital Dealer for AskPatty. The catchy logo pushed me to the AskPatty website (www.AskPatty.com), where I noticed the President was a former contact for CallSource. “Hey! I know her,” I said to myself, and began digging deeper into the AskPatty concept. As a woman, I could obviously relate to the stories and concerns relayed on AskPatty.com. I reflected back to my first new-car buying experience post-College.
The attitude of the Tallahassee salesmen during those days promptly drove me northward to the state of Georgia! Thankfully times have changed for the better.
Shopping for and buying a car can be a challenge for women who are first time car buyers, or for women who had a bad experience in the past with a car salesman or dealership. Until Ask Patty, their really hasn’t been a website exclusively devoted to women’s needs and concerns.
Patty is a mom, daughter, sister, wife, niece, grandmother and auntie. Patty is young, old, married, single; Patty is an experienced driver, a new driver, a race car, hot rod, classic car driver; Patty drives a mini van, truck and SUV; Patty is a disabled driver and a carpool driver. Patty is a stay-at-home Mom, a female executive and she comes in all shapes and sizes. Patty is Women Consumers!
AskPatty provides women consumers the opportunity to post questions about car buying, selling, repair and maintenance to a panel of expert automotive women. AskPatty is a safe online place to share and discuss their car buying experiences. Women can submit posts directly to the AskPatty automotive advice blog by going to http://askpatty.typepad.com. The AskPatty advisory panel of 23 automotive expert women, headed up by Deborah Renshaw – professional NASCAR driver and Lauren Fix – the Car Coach, is comprised of women who hold various leadership positions in the automotive industry. Jody DeVere, president of AskPatty, notes that women buy more than 50 percent of the new cars and trucks sold in the United States.
In 2005, based on data from the National Automobile Dealers Association (NADA), that amounted to about $200 billion spent on about eight million new vehicles. Although women also bought about half of new cars and trucks a decade ago, Ms. DeVere said, their approach to those decisions has changed. “The main difference is that women are beginning to understand their purchasing power,” she said. “They are now beginning to demand better treatment and have gotten their voice.”
While there are some other valuable auto-buying sites for women, like Edmunds.com/women, Ms. DeVere said, AskPatty is different in that “it is from women by women, but more than that, AskPatty is heartfelt. It’s not just words and information."
AskPatty Certified Dealer Program
Properly armed with the right tools and training, your dealership can increase its share of the largest and fastest growing demographic of new vehicle buyers in the U.S. – Women Consumers.
The AskPatty Certified Dealer program was designed specifically for car dealerships to attract, sell, retain, and keep loyal women consumers. Peter Martin, CEO of AskPatty, said “People are spending an average of 7 minutes on the AskPatty website. Dealerships that become certified are added to the home page ‘Female Friendly Certified Dealer Search,’ allowing visitors to search by Brand and Zip Code.” Mr. Martin also noted that one of his certified dealers has 5 service advisors, 3 women and 2 men, and they have a line of women in the morning waiting to specifically talk to the female service advisor.
It takes approximately 30 days to become an AskPatty Certified Dealer. There is a fee to become certified based on a monthly subscription basis, an initial programming fee, staff training is a per person fee done for a full year.
Private label co-branded Ask Patty website
Auto reply lead email system
Fax on demand coupon system
One toll-free tracking number w/reporting
Ask Patty branded showroom media kit
Use of Ask Patty Logo in advertising (print, web, newsletters, email campaigns)
Joint press release to local market
Training and Certification to become a “Woman Friendly Dealership”
Listing on the Ask Patty website’s
Ask Patty Certified dealer search
CSI survey follow up program
16 Female Friendly Dealers in
Florida which includes these FADA members:
1. Crown Dealership Group (all 10 Florida dealerships)
2. Palm Beach Motor Cars
3. Infiniti of Tampa
4. Don Reid Ford
5. Universal Nissan
6. Universal Hyundai
7. Germain Honda
AskPatty was featured in the New York Times (10/29/06), the Philadelphia Inquirer (11/3/06), and interviewed for NPR’s “Talk of the Nation” (11/2/06), featured on Motor Trend Radio LIVE! From SEMA (11/2/06), and featured in a one hour radio interview with BeJane.com on the Oprah and Friends Radio Network (11/8/06).