At my parent’s house my mother has a plaque that reads, “En esta casa canta el gallo pero manda la gallina.”  For my non-Spanish speaking readers, it translates to: in this house, the rooster sings, but the hen gives the orders. Simply put, who runs the world? Girls!

We all know mothers are very influential in the household and when it comes to major purchases, but how influential are they? According to Marketingprofs.com women make around 80% of all purchases. They buy more electronic equipment, vehicles, and home-improvement products than men do. Women hold nearly 50% of all jobs, and in dual income families, more than 30% outearn their husbands.

In addition, women are more likely to discuss products on social media sites and conduct research through them. According to a survey by Performics, moms are 75% more likely than other women to trust information from companies on social sites and 45% more likely to base their purchasing decisions on peer recommendations.

Daina Middleton, Global CEO of Performics states, “Brands have an opportunity to motivate moms to participate through their social media properties,” adds Middleton, “In this age of participation, moms expect a constructive, two-way relationship. To stay current, build loyalty and, in many cases, drive sales, brands must provide that meaningful connection with their customers.”

Consumers, and women especially, aren’t a static demographic to market to. Learning more about your female customers and how they buy is key. Gerry Myers is CEO, president, and cofounder of Advisory Link  says in order to reach this demographic you must understand the four new P’s: Pearls, Pumps, Purses, and Power. He explains:

• Pearls signify the prosperity the female customer represents to businesses. Her increasing discretionary dollars can make or break even large corporations, and will in the years to come. The woman consumer is truly a precious gem and should be treated as one.
• The Purse holds trillions of dollars that women will spend in the next decade. In many sports, the prize is referred to as the Purse. Think of the woman consumer as a valuable prize you need and want to secure. Without winning her Purse, you will lose not only this race but also the prospect of success in the future.
• Pumps represent the force women propel in the marketplace. She isn't afraid to put on those pumps and walk out the door if she doesn't get respect, fair prices, and professional treatment. Women today wear these pumps when shopping, climbing the corporate ladder, running their own businesses, or managing their households.
• Her Power is endless. Women have the money and the power to purchase. She should be sought after by you not because she makes up 51 % of the population but because she spends 85 % of the money. She is the buying agent for herself, her family, her business, and often her corporate purchasing department. She is both the inheritor of great wealth and the maker of it.

Andrea Learned, an expert on gender-based consumer behavior, noted that women tend to use both their left and right brains, they look at the fact and figures, but at the same time they will consider the emotional implications of a purchase. How can you implement these strategies at your dealership? Check out our ActivEngage’s helpful tips below:
1. Update Social Media Sites Often: As always, make sure your social media sites are up to date as women will be researching your brand as well as comments your customers make on your sites.
2. Dealers Are Humans Too: Create a corporate culture album/board on your social media sites to humanize your dealership and show your community involvement, interest in community events/issues, etc.
3. Market Your “Go Green” Efforts: If you have a green dealership, showcase it! Women, and moms especially, think of the long term ramifications of, well...everything.
4. Do Some Research: Women seek common ground.They gravitate towards people that share their interests so take a look at what is affecting women in your community to create that common ground.
5. Include the Entire Family: Women are constituent-driven and think of how their purchase will affect their loved ones. In part, their purchasing power isn’t just, “all about me.” Be sure to include the indirect benefits to family members and friends which purchasing from your dealership can have.