August 8, 2008
Dear Savvy Aunties,
Tomorrow, SavvyAuntie.com will be a just month old, and we’re already doing a great job showing big brands our clout. Major toy and beauty companies have approached us. Those brands are a natural fit and we’re excited to welcome them to the SavvyAuntie.com Community.
But then late last week I received an email from Ford. Yes Ford, the car company. They know that the majority of car purchases are made by women. They also know that women without kids are more likely to purchase a luxury vehicle because they are less concerned about juice box spill messes. Besides, Savvy Aunties often have more discretionary income to spend on luxury items – like the Lincoln MKX I fell in love with in Detroit earlier this week. I accepted an invitation from Ford to test drive a number of their 2009 models, and to invite a few other Savvy Aunties along with me.
The news that in just a few weeks after launch, a company as large as Ford is interested in reaching our demographic , is pretty powerful. While I love that there are a number of “Mommy Aunties” on the site, the feedback I have received from the majority of us who are not (yet) moms is incredibly gratifying. Many of you have written expressing thanks for the first online Community designed just for women like you.
My invitation to Ford Headquarters in Dearborn, MI is most likely the first of many from big brands looking to reach you. My hope is that one day, TV and print ads geared to women wont star “Mommy.” Instead, the female ‘star’ will be a fabulous Savvy Auntie like you!
We’ve only just begun and we’re already making waves! Savvy Aunties – we have a real opportunity to let our voices and our perspectives be heard by marketers. Ford no longer talks about “family cars.” Families are wonderful, and I personally hope to have my own one day. In the meantime, I just want a luxury - and dare I say sexy - outing in a Lincoln MKX.
Who wants to ride ‘shot gun?’
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