Marketing to the Female DIYer Is as Important as Ever

Marketing to the female customer is the subject of a presentation at the upcoming Global Automotive Aftermarket Symposium.
Women represent more than 50% of today’s new car buyers and are a growing segment of automotive aftermarket and DIY consumers, according to Cynthia Cohen, founder and president of Strategic Mindshare Consulting.
Her presentation, “Marketing to the Female DIYer,” is featured at the Global Automotive Aftermarket Symposium (GAAS) on Friday, May 9, at the Hyatt Regency, Dearborn, Mich.
Female automotive consumers display vastly different buying behavior based on their lifestyle stage, according to Cohen.
Whether they are professional single women, at home moms or part of the active aging population, aftermarket retail strategies must reach out to them, she said.
Cohen is a prominent business strategist and is considered one of the nation’s leading authorities on branding and strategic marketing.
Her presentation is just one of many at the day-and-a-half-long conference which begins at 8 a.m. on Thursday, May 8, and concludes at noon on Friday. More information and registration forms are at www.globalsymposium.org.
GAAS is the automotive aftermarket’s only educational event where all the net proceeds are used to fund scholarships for undergraduate and vocational technical students preparing for industry careers. Details about the GAAS scholarship program are available at www.automotivescholarships.com.
The GAAS program is a joint professional education effort of the Alliance of State Automotive Aftermarket Associations (ASAAA), Automotive Industries Association (AIA) of Canada, Automotive Aftermarket Industry Association (AAIA), Automotive Parts Rebuilders.