Vehicles for Change
As much as Vehicles for Change has a training program for women, they should consider what is trained in workshops. The training offered by the company should be as female-friendly as possible. The issues being addressed should stick to price, technology, and repair service in such a way that the look of the cars is felt. Vehicles for Change should focus less on their performance but instead use the judgments people make about the company. They include superiority, quality, safety, and how credible the company is. The training should involve asking them questions about how they feel about Vehicles for Change and their relationship with the company.
No matter how many trainings are made, the fact remains that women don’t like car dealers. For this venture, it will only market itself to the women if it sells it at a relatively fair price and makes them feel like it is an excellent decision to purchase a car. With lower prices to the women, it will increase sales and improves the company image. The women training and workshops should be discounted to capture their attention. 65% of customers getting discounts and offers has a significant influence on their loyalty to the company. They will not only bring new people but will improve the bottom-line of the business. When we look closely, women are multiple markets. A woman is likely to purchase a small crossover vehicle than any other population in the society( Sheerid, 2020).
Vehicles for Change should offer women membership cards after the training to increase their membership, event attendance, engagement, retainment, and increase the company’s revenue growth. When one has a membership card, it is easy to give them vouchers, rewards, and offers according to their consistency in Vehicles for Change and attending the training. When a client gets excellent services, they can easily refer to their friends or peers and send revenue to the company. I want to recommend this venture that for a healthy referral marketing strategy, it has to offer extra customer support, be shareable, and connect with influencers to get referrals.
Lastly is emphasizing to women that carrying out their daily activities such as shopping and dropping the kids to school requires cars. This will be done by giving an example of Ms. Danita Green, who used to commute from her home to the office. It used to take her nearly 2 hours to get to work using public transport. Even worse, her son missed out on several basketball practices because they didn’t have a means of transportation. She opted to get a new vehicle, and since then, life has been easy for her. The company is planning an event where it will give away 20 cars to 20 people. I would advise it to donate 65% of the vehicles to women to spark their interest and even encourage them to get their vehicles from this venture. This training will increase the number of women in the car industry and especially Vehicles for Change. The workshop will give women a chance to prove their potentials to society, purchase more cars, act as a marketing strategy, and broaden their careers in such a male-dominated industry.
Loyalty programs
Every business needs loyalty and trust to carry out its activities. People find it easy to work with cooperative ventures and familiar faces. These programs make customers happy and make them want always to come back. This calls for establishing programs that will connect the company and the customers bringing continuous engagement. If Vehicles for Change initiate loyalty programs, it will be easy to give rewards, possibilities of redemption, and more offers to loyal clients.
It is clear that loyalty is fast replacing other conventional marketing methods such as social media marketing by providing a personalization, market differentiator, thus brings a long term impact in the minds of the customers. According to Hyken, Shep, in the 2020 Forbes magazine, “Loyalty program members on average spend $42.33 more than shoppers not in a loyalty program”. A company like Apple is doing better than others even though they are a bit expensive. According to Grace chambers in her Customer Loyalty article, apple was recognized as the best representation of customer loyalty. 87% of Apple’s customers are brand loyal, making it sell more laptop computers, online music, and smartphones. Loyalty programs have become one of the most lucrative and evident investments in marketing (Yoo et,.al 2018). Therefore, it is clear that companies that have loyalty programs do well than those that don’t have customer loyalty programs.
Works Cited
“Back to The Basics – Why Should You Offer A Discount?”. Sheerid, 2020, https://www.sheerid.com/blog/back-to-basics-why-offer-a-discount/.
Hyken, Shep. “The Best Loyalty Programs Go Beyond Rewards.” Forbes, 2020, https://www.forbes.com/sites/shephyken/2017/03/25/the-best-loyalty-programs-go- beyond-rewards/#f7c94fe25039.
Harp, Stephen L., and Stephen L. Harp. Marketing Michelin: Advertising and cultural identity in twentieth-century France. JHU Press, 2001.
“Huffpost Is Now a Part of Verizon Media.” Huffpost.Com, 2020, https://www.huffpost.com/entry/marketing-to-women-some-a_b_5885412.
“Marketing Cars | Understanding Consumer Psychology and Marketing Cars …”. Marketing- Schools.Org,
Mukherjee, Baishali. “How Loyalty Programs Are Emerging as Effective Marketing Tools.” Entrepreneur, 2020, https://www.entrepreneur.com/article/305954.
Parkin, Katherine J. Women at the Wheel: A Century of Buying, Driving, and Fixing Cars. University of Pennsylvania Press, 2017.
Yoo, Michelle Myongjee, Billy Bai, and Ashok Singh. “loyalty program effectiveness: investigating the evolution of behavioral loyalty and customer lifetime value over time.” 8th advances in hospitality and tourism marketing and management (ahtmm) conference. 2018.