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.
