Polls show women are intimidated when they have to bring their vehicles into shops for repairs; but, by empowering them through a series of classes held at shops nationwide, women are no longer scared to enter a body shop.
According to Harris Interactive, 66% of consumers who own or lease a vehicle believe they have 77% of respondents believe repair shops perform more unnecessary work and repairs for women rather than men. 71% of people who own or lease a vehicle believe repair shops are condescending to women. 66% of respondents believe repair shops purposefully charge women more than men for the same repairs.
Forty-one percent of car owners and leasees would rather do their taxes by hand than deal with car repairs. 72% reported that "how much a car repair will cost" makes them anxious. 48% of women who own or lease a vehicle said being taken advantage of at the car repair shop makes them anxious, whereas only 38% of men who own or lease a car reported feeling anxious about being taken advantage of.
Chief Marketing Officer Megan Williams at Lefler Collision & Glass Repair Centers oversees all the marketing for this 66-year-old MSO with three locations in Indiana and one in Kentucky. In a highly competitive market, Williams explained that events such as Ladies’ Nights are an excellent marketing tool and a real differentiator.
Lefler has crowds of 200-plus women at their bi-annual Ladies’ Nights that are often sold out way in advance. “We learned long ago, and these nights offer genuine value and are a wide investment,” Williams said. “Without promoting it or advertising it, we were getting more than 100 women at our Evansville Ladies’ Night Out. But, once we started using social media, radio/TV spots, press releases and direct mail, our attendance began to grow. Now, we get more than 200 people consistently and often see some of the same faces, which is great!”
Glaser’s Collision Center in Jefferson, KY, recently hosted its 9th annual Ladies’ Night in October. Co-Owner Heather Glaser has turned this series into a huge event that often sells out.