I'd like to ask you a question. Which demographic outspends and controls the majority of consumer spending?
Believe it or not, women are the decision makers for over 83 percent of consumer spending decisions! Let's face it guys, females have a very influential impact over us.

When it comes to purchasing vehicles, it's not a surprise that 60% of new car buyers are women, and what’s more, they are influential in 85% of all vehicle sales. With these surprisingly large percentages, marketing directly to the female demographic should be a no-brainer but many dealerships have not considered a strategy such as this.

During your next advertising campaign, consider promoting these elements to help reach the female demographic more effectively.

According to Marti Barletta of Brandweek.com, men and women consider four key elements when purchasing a vehicle.

Styling: We've all heard the phrase "Never judge a book by its cover." Well, that is exactly what men do in many vehicle purchases. Many men consider the lines and exterior styling of a vehicle, while the interior comfort and finish is what matters to her.

Environment: Consider pushing your high fuel economy and hybrid vehicles in your advertising. The environmental impact of your vehicle is something that women reflect on when purchasing.

Speed: Guys want that pedal to floor horsepower and acceleration, while women would rather feel secure knowing they have the power if they need it to make that pass on the thruway or accelerate out of a sticky situation.

Safety: When it comes to safety, men tend to reflect on the things that can help avoid a potential accident, such as anti-lock brakes. Women, on the other hand, consider features that would help a person survive in accidents, such as passenger airbags and reinforced side panels.

When targeting to the female demographic, you are not only reaching a population that has an enormous impact on vehicle purchases, but at the the same time you are able to reach the male demographic as well. Both men and women care about styling, environment, speed, and safety…it's just a matter of how you market to them in your advertising that judges whether you reach the majority of women or men with your message.

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