Cooper Tire & Rubber Co. is broadening its outreach to women, signing a partnership agreement with noted women’s automotive resource AskPatty.com.
According to Cooper, its research shows that 74% of American women feel automotive marketers could understand them better, “a concern that Cooper is working to change by developing female-targeted brand messages with a focus on tire maintenance and education.”
In July 2011, Cooper forged a relationship with AskPatty.com – askpatty.com – and created a series of online articles supported by AskPatty’s social media outlets to help educates viewers on the importance of tire care, offering step-by-step tire maintenance instructions for busy women on-the-go.
In the latest featured, 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.
“Cooper is thrilled to align with AskPatty.com,” said consumer and channel marketing director Julie Smalstig. “This association effectively rounds out our women-centric campaign, successfully reaching parents with national tie-ins including MotherProof.com, 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 — a topic Jody DeVere, AskPatty president and CEO, is incredibly passionate about.
“Education is the key to tire buying with women,” said DeVere, whose company has also partnered with Tire Review magazine to deliver a training and certification program targeted tire dealers. “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.”
