Cooper expands efforts to reach women with tire education, advice

Jan. 1, 2020
Further connecting with an important audience, Cooper has broadened its outreach to women by developing female-targeted marketing messages with a focus on tire maintenance and education.
Further connecting with an important audience, Cooper has broadened its outreach to women by developing female-targeted marketing messages with a focus on tire maintenance and education.

Research shows 74 percent of American women feel automotive marketers could understand them better, according to the tire maker, which has forged a relationship with the AskPatty.com auto advice website.

The company is thrilled to align with AskPatty.com,” says consumer and channel marketing director Julie Smalstig. “This association effectively rounds out our women-centric campaign, successfully reaching parents with national tie-ins including www.MotherProof.com (a Cars.com subsidiary), Redbook magazine and nationally-syndicated radio program Kidd Kraddick in the Morning.”

The partnership highlights the importance of tire maintenance and education, especially for busy women, according to Smalstig.

“Education is the key to tire buying with women,” says Jody DeVere, the site’s CEO and president.

“The AskPatty.com Automotive Advice for Women website and blog reaches over 100 million women in the U.S. and Canada each year, offering advice and education for their automotive decisions. We’re a trusted automotive resource for women because we are women and know how to communicate effectively with an audience most automotive marketers neglect,” she reports.

Cooper plans to expand the partnership in 2012, continuing to engage women through the growing educational interactive platforms, social media and online outreach, says Smalstig.

A series of online articles supported by the site’s social media outlets educates readers on the importance of tire care, offering step-by-step tire maintenance instructions for busy women on-the-go. In the latest featured article, AskPatty poses the question, “Are you a tire super-mom?” Demonstrating an easy, do-it-yourself tire maintenance routine, readers are advised to check their tires monthly.

For more information, visit www.coopertire.com and www.askpatty.com.

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