Marketing to Women Online

Marketing Cars to Women: Toyota - A, GM - D

This is the tale of two car commercials.   I saw these very close together and the difference between the two approaches could not have been more clear.

GM is using old-fashioned male communication style.

Toyota is using modern female communication style.

First, let's watch the two commercials.

Here's the latest from GM

Here's the latest from Toyota

Women Notice Details In Your Ads

I've noticed the new TV ads for Ford featuring Dirty Jobs host Mike Rowe.   For some reason, he sounds almost.....well.....credible.

Is it the delivery of his lines?   Could it be his hand movements that made him seem more believable?   After much thought, I finally put my finger on what made him sound credible.  

It was his ball cap.

Seriously.

How often do you see a car TV spokesman in a ball cap.  Not often.  I actually can't remember the last time I saw a pitchman in a ball cap. 

Yeah, sure.  There are lighting issues, you can't fully see a person's face when they have a ball cap on.   But guys wear them all the time.  At least, regular guys do.