Ladies First
Car care clinics introduce women to technicians they can trust.

The days when women felt intimidated by cars and about getting them repaired are over, at least if ACDelco has anything to say about it.

In October 1999, ACDelco conducted two pilot car care clinics for women. The one-evening seminars were designed to educate women in the basics of vehicle maintenance and to introduce them to ACDelco and local Total Service Support (TSS) technicians as a trusted source for quality parts and service.

"Women account for nearly half the car buyers in the country," explains Susan Christophersen, ACDelco manager of service training. "ACDelco recognizes that the women's market is a unique segment deserving of its own marketing initiatives."

When ACDelco began developing the clinics, it joined forces with Mary Jackson, a writer and lecturer who tours the U.S. and Canada conducting "Women at the Wheel^®" car care workshops and promoting automobile literacy.

ACDelco added its own twist by involving Independent Service Centers (ISCs) that participate in the ACDelco Total Service Support (TSS) program, as well as Warehouse Distributors (WDs).

"Car care clinics that target women aren't necessarily a new concept," says Christophersen. "What made our clinics unique was the active involvement of our TSS technicians."

Putting Women in the Driver's Seat

The ACDelco pilot clinics were held in Syracuse, N.Y., and Baltimore, MD. They were hosted by the ACDelco zone team and more than 15 TSS ISCs from each area.

The three-hour workshops were conducted on a weeknight at a public venue. More than 50 women attended each clinic and, according to surveys they completed afterward, they learned a lot about vehicle maintenance and safety.

Each clinic began with a slide presentation by Jackson, who discussed the importance of vehicle maintenance. Some of the topics she covered included general vehicle information and safety-related issues, as well as what to look for in a vehicle repair facility — and what to ask for once you're there.

After the presentation, the attendees split into smaller groups for the under-hood training portion of the evening. Each group was led by one of the participating TSS technicians, who spent about 45 minutes demonstrating vehicle maintenance basics. Attendees learned how to check their oil and change a tire, and were educated about other maintenance topics such as belts and wiper blades.

At the end of the evening, the women received a list of the ACDelco TSS Independent Service Center facilities that participated in the clinic along with their locations. They also received coupons from participating TSS Independent Service Centers and WDs for a free oil change.

"The idea was to draw these women to an ACDelco TSS for the first time," says Christophersen. "Through the clinics, we raised awareness in the local community that ACDelco TSS technicians provide quality products and reliable service. Then it's up to the TSS Independent Service Centers to build the relationship from there."

Jackson promoted the clinics through the newspaper and the ACDelco zone team elicited the involvement of area TSS Independent Service Centers and WDs.

ACDelco is evaluating the possibility of conducting similar clinics in 2000, and will distribute details as they become available.

"This type of initiative is a way for TSS Independent Service Centers to promote their business," adds Christophersen. "When surveyed, these women picked trust as the most important factor in selecting a repair facility. When women meet the technicians at a clinic, it helps to start that relationship of trust."

This article can be found in Intune Magazine, Volume 15, Issue 1.