Cooper targets women with online partnership

To better target female consumers, Cooper Tire & Rubber has signed a parternship with well-known North American online automotive resource AskPatty.com. This formal agreement continues the tyre maker’s relationship with AskPatty, which began in July with a series of online articles supported by AskPatty’s social media outlets to help educate women on the importance of tyre care.

“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.” AskPatty president and CEO Jody DeVere added: “Education is the key to tyre buying with women. The AskPatty.com Automotive Advice for Women website and blog reaches over 100 million women in the US 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.”

Cooper Tire’s own research shows that 74 per cent of American women feel automotive marketers could understand them better. This is, the tyre maker says, “a concern that Cooper is working to change by developing female-targeted brand messages with a focus on tyre maintenance and education.”