Cooper takes advantage of J.D. Power award
Cooper Tire & Rubber Co. soon will be distributing advertising and point-of-sale materials to independent Cooper dealers to help them promote Cooper's recent award by J.D. Power and Associates.
Cooper and Michelin tied for "Best Replacement Tire for Light Truck Vehicles in Customer Satisfaction."
The packages will include a special poster, newspaper ad slicks, door decals, radio scripts and a counter card.
"All of these advertising aids are designed to help maximize the value of this recognition where it counts -- at the retail point of sale," says Patricia Brown, vice president of advertising and communications for Cooper Tire.
The company also has created a new light truck tire television ad. The ad, "This just in," highlights Cooper's Discoverer line of light truck and SUV tires.
The 30-second spot will be shown exclusively during Cooper's regularly planned September media schedule on 14 popular networks, including CNN Headline News, ESPN and The Weather Channel.
Dealers will be able to personalize the ad for their local markets.
The J.D. Power and Associates 2002 Replacement Tire Customer Satisfaction Study took the following criteria into consideration: product quality, situational performance, long-term performance (i.e. reliability, dependability, wearability) and design.
The study was based on a representative sample of respective vehicle owners in the United States who have recently purchased replacement tires for their vehicles. There was a total of 9,431 consumer responses.
"Our dealers benefit from the award because Cooper Tire buyers demonstrate 'higher-than-average' loyalty," says Brown. "A contributing factor to this loyalty is a strong level of Cooper dealer quality of service, as reported in the study."