THA 010: Car Care Clinics For Women

Learn from your industry peers in a round-table forum. Get new ideas, perspectives, trends, insights, best-practices and expertise from aftermarket professionals.

Watch like a DOCUMENTARY … Learn like a SEMINAR.

Helping automotive aftermarket professionals improve; one lesson at a time.

Academy Panel (Alphabetical Order):

Jody DeVere works with automotive retail locations to become Certified Female Friendly®, learning how to create a culture and experience that attracts and retains loyal women customers. The Certified Female Friendly® program includes marketing and advertising programs that resonate with women.

She is a social media ‘marketing to women expert’, automotive journalist, car care & safety spokesperson who has worked with many major automotive brands. The Automotive Advice for Women website and blog and article content has been featured by the New York Times, Forbes, Wall Street Journal, CNN, Oprah’s O Magazine and Women’s Day.

Her message: “Women are just as passionate about the cars they drive as the guys are. Creating an experience that “WOW’s” women will increase market share, drive ROI and differentiate automotive retailers.”  Jody is a podcast alumni in episode 081 and our 1st Town Hall LIVE on Customer Loyalty

Leigh Anne Best has been  the Marketing Director and Customer Experience expert at Mighty Auto Pro for the past 11 years.  She is also the Co-Founder of Brakes for Breasts and serves on the Advisory Board of Ratchet & Wrench Magazine and  the AAA Approved Auto Repair Advisory Board.

Her first Ladies  event was Women, Wheels & Wine back in 2008 and her most recent event, Women, Wheels & Waffles   had an attendance of 109 women. Leigh Anne has also been assisting the Women’s Board of the Car Care Council with developing a kit for shop owners to host their own events with several different levels of participation.” Listen to Leigh Anne in Episode 28.

David Kusa
Established, Autotrend Diagnostics in 1989 and is in Campbell, California. (San Francisco Bay Area) Dave is an AAA-approved auto repair facility that provides general maintenance services for foreign and domestic vehicles, including heating and air conditioning systems, engines, emissions, fuel injection, transmissions and tune-ups. Dave is president of ASCCA, the California Shop Association.

Dave works hard building customer relations and home town value in a city of 2.5 million people. Listen to his episode: 127 and Town Hall LIVE on Concierge Service

Talking Points:

  • Why is car care education so important to women?
  • Women are making 80% of the buying decisions.
  • Women want safe and reliable transportation.
  • Women are asking basic questions like what kind and type of oil does my car need.
  • Your first women’s car care clinic should not be overthought. Just do it.
    • There are many templates available to help.
    • Can set up education stations.
  • Women need to have fun and entertaining and reward them for their time.
    • I learned so much and it was very interesting.
    • Get the women to feel empowered.
    • Free Manicures and other women friendly services.
    • Women brag about the money they save. Coupons and deals are important to engage with
  • Women are powerful word of mouth marketers. They’ll be on Facebook while at your event.
  • Your team can shine for these events.
  • Your community size depends on how often you will hold these seminars.
  • You could hold a series of events over time:
    • Fluids day, Tire Day, etc.
  • Women, Wheels and Waffles. Leigh Anne Best’s event.
  • Women who are aging out of foster care are invited to Mighty Auto Pro
  • At Ask Patty, they act as a marketing force for their clients. They will create the graphics needed for social media to promote your women clinic. They have ideas and graphics and a step by step plan and timeline for a women’s clinic.
  • Availability of a report from the Women in Auto Care Here. This is a draft and Amy Mattinat from the Women in Auto Care is interested in your feedback. Her email is: here.
  • Find the time to commit.
  • Address your women clients with events during the year.
    • Consider doing a Facebook live event around women’s car care needs
      • Build themes: Women’s history event, Mom and daughter car care clinic, Prom Time, College
    • Use community organization to embrace the event such as girl scouts
    • Press releases can support your event to include radio stations and newspaper

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About the author, Carm Capriotto, AAP

Carm is the founder and host of the Remarkable Results Radio Podcast and the pioneer of automotive aftermarket podcasts. Carm calls on his years of experience in the aftermarket to bring engaging stories from his guests.

Listen to raw, unfiltered, honest, and sincere stories that include insights, trends, best practices, and expertise. Each interview brings an opportunity to learn one new thing through the stories of personal achievement. Many podcast guests tell their story of transformation from working in their business to working on it.

As host of over 1,000 episodes, Carm uses his enthusiasm and passion for the aftermarket especially the service sector to take his listeners on a journey showcasing successful service professionals’ paths to Remarkable Results. He also enjoys interviews with aftermarket industry thought leaders who bring their industry perspectives to his listener.

Follow the podcast on your favorite podcast listening app and always listen to learn just one thing!