Dunlop Looks to Podcasting to Reach Enthusiasts

(Akron/Tire Review) Goodyear’s Dunlop brand group is looking to leverage podcasting to enhance brand image, awareness and, hopefully, sales. Dunlop’s free podcasts – available on Apple’s iTunes site, podcastalley.com and Yahoo! Podcasts – will feature information about Dunlop’s new Signature tyre line, drifting, information about upcoming retail promotions, and reports from the Dunlop Drivers Cup’s World Finals.

Janice Consolacion, Dunlop brand planning manager, said, “Podcasts are delivering a powerful punch. We’re one of the first out of the gate to take advantage of this new technology, and the rich content of our ‘casts is available for automotive enthusiasts searching for cool audio and video.

“Print ads raise awareness for Dunlop events like Drivers Cup, but it’s our podcasts that provide a real feel for the excitement of the competition,” she said. “Podcasting also is attracting increased traffic to our Web site and giving enthusiasts a reason to return often.”

According to Dunlop, since 2005 the number of podcast listeners has doubled to 10 million, and should reach 25 million 2008.