Tire Retailers to Target Parents of Young Children With Safety Messages

by | 3 minute read

Safe­ty is a top pri­or­i­ty when a new baby arrives in the fam­i­ly, but new research com­mis­sioned by Miche­lin North Amer­i­ca, Inc. (Miche­lin), indi­cates par­ents are over­look­ing a crit­i­cal safe­ty gap when it comes to hit­ting the road with their most pre­cious car­go. The over­whelm­ing major­i­ty of car-owning par­ents sur­veyed say their children's safe­ty is impor­tant to them, but only about a third (37%) claim to have checked their tires to ensure they are safe.

This action gap is par­tic­u­lar­ly alarm­ing because tires pro­vide the vehicle's only con­tact with the road sur­face once brakes are applied. In fact, Miche­lin esti­mates that dur­ing their life­cy­cle a set of tires may enable as many as 90,000 stops, both unex­pect­ed and inten­tion­al.

Accord­ing to Audi­enceS­CAN, 45.9% of Par­ents of Preschool­ers want to make pur­chas­es that help them feel safe this year, and inspi­ra­tion for how to accom­plish this can come from unex­pect­ed places. These par­ents are active on many social media net­works, includ­ing Face­book (83.5%), YouTube (62.9%), Insta­gram (49.7%) and Twit­ter (40.4%). Social media tends to have a big influ­ence on this audi­ence. In fact, they're 33% more like­ly than oth­er adults to find adver­tis­ing on social media use­ful.

Carl Nadeau, pro­fes­sion­al race car dri­ver and Miche­lin dri­ving expert, encour­ages new par­ents to con­sid­er the role tire care plays in their family's on-road safe­ty.

"As a father of two, I know the lengths par­ents go to keep their chil­dren safe, but it's easy to over­look tire main­te­nance when you're busy with a new baby," Nadeau said. "All tires are worn from the moment they are installed. Life hap­pens on worn tires, which is why wear and pres­sure should be checked reg­u­lar­ly. We rely on tires to stop safe­ly every time, over time. Of course, start­ing off with a qual­i­ty set of tires counts for a lot."

Choos­ing the right tires is an impor­tant part of child-proofing a vehi­cle to make sure its ready to take the road this spring. But tire inspec­tion and main­te­nance can­not be ignored. There are a few sim­ple safe­ty checks that can help new par­ents pro­tect their pre­cious car­go:

  • Check your tires for wear: Using the "Quar­ter Test'', put the Quar­ter head first into your tread. The top part of the fig­ure­head should be par­tial­ly cov­ered by the tread. If you can see the whole head, it's time to replace the tire.
  • Check the air pres­sure: Tires can lose up to one psi (pounds per square inch) of pres­sure every month. Use a prop­er pres­sure gauge to check pres­sure when tires are cold (before dri­ving or three hours after dri­ving). Make sure your tires are inflat­ed to the pres­sure that's list­ed on the stick­er inside the driver's door of your car.
  • Keep five years in mind: After five years or more in use, your tires should be thor­ough­ly inspect­ed at least once per year by a pro­fes­sion­al.

Auto ser­vice cen­ters and tire retail­ers can adver­tise the safe­ty new tires bring to fam­i­lies through dig­i­tal ads. Accord­ing to Audi­enceS­CAN, last year, 58.9% of Par­ents of Preschool­ers took action after see­ing ads on dai­ly deals sites such as Groupon, 58.3% were dri­ven to action by either ads received via text or ads they saw on their mobile smart­phone apps and 56% were moti­vat­ed by email ads. They're also 39% more like­ly to click on text link ads on web­sites. That's not to say tra­di­tion­al ads aren't also effec­tive. Last year, these con­sumers were dri­ven to action by TV com­mer­cials (67.3%), direct mail ads (64.7%) and both over-the-air and dig­i­tal radio ads (55.9%).

Audi­enceS­CAN data is avail­able for your appli­ca­tions and dash­boards through the Sales­Fu­el API. Media com­pa­nies and agen­cies can access Audi­enceS­CAN data through the Audi­enceS­CAN Reports in AdMall.

Rachel Cagle

Rachel Cagle

Rachel is a Research Ana­lyst, spe­cial­iz­ing in audi­ence intel­li­gence, at Sales­Fu­el. She also helps to main­tain the major accounts and co-op intel­li­gence data­bas­es. As the hold­er of a Bach­e­lors degree in Eng­lish from The Ohio State Uni­ver­si­ty, Rachel helps the rest of the Sales­Fu­el team with their writ­ing needs.