If you pay any attention to the stock market, you surely know the blue chip stalwart General Motors is hemorrhaging money. Last quarter, the company reported a loss of $1.1 billion. Yep, that’s a B.
There’s been lots of discussion about what the company needs to do to regain a leadership position (some of the best I’ve seen was on Michelle Miller’s blog). http://michelemiller.blogs.com/marketing_to_women/
One of the things GM is trying is a more overt marketing to women strategy. The automaker just launched its Women in the Driver’s Seat (gm.com/women) web site and a new advertising campaign featuring female executives.
The new web site is rich with information, from buying a vehicle to safety and maintenance tips. Visitors can preview new models, enter a sweepstakes or request a printed brochure. Little things remind you that it’s geared for women, like the phrase “Get to know the LaCrosse” in the new model section. The site is successful in not patronizing women – the checklists and advice could just as easily be for a man – and it doesn’t come across as being “Autos 101 Lite.”
New TV ads that broke the week after Mother’s Day highlight five GM executives who handle everything from global purchasing to sales promotions and their children and grandchildren. The concept is that these women trust their families’ safety and comfort to GM cars, so you should, too. (I’m so tired of this as an advertising concept, but that’s a whole different thought)
Who do you think is doing a good job of marketing to women? A bad job? Send us your thoughts by clicking on the Comments link below.