In a recent NY Times article, "Candid Talk for Women (Men Allowed, Too)" , Mickey Meece writes, "While the sites differ, they share a vision of consumers in need -- many of them." He also notes that, "The sites are part reader service, part trusted friend."
That's the message: part reader service: they give us information; and part trusted friend: we know they're on our side.
Jody DeVere, who is a good friend of mine and whom I hold in high esteem, started AskPatty to help women understand and interact with the automotive industry. We all have horror stories of being treated poorly at car dealerships...by salesmen who talk to the man with us, and never to us, or who treat us like grade school children. Worse yet are the salesmen (and some women) who charge us extra, because they think they can!
Well, AskPatty! takes care of that. A visit to the website and the blog gives women all the information and education they need to be savvy car shoppers and negotiators (thanks to all the savvy women who took the lead and joined Jody in providing this excellent content).
And then, there's Courtney Caldwell who has one of the most outstanding travel sites/magaines on the Internet. I found Courtney and Road and Travel years ago when I was writing my book. The information on the site goes beyond the usual stats and tips and tricks. Her "What Women Want" page is even more outstanding now than it was when I first discovered her site. In the NY Times article, Courtney is quoted saying, "After fits and starts, the auto industry is catching on to the power of the purse."
They're doing so because of Courtney's excellent site and Jody's focus on education.
Now, that's how to market to women online. Give us the right attention in the right places at the right time. How hard can that be?