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Ask Patty on Blog Case Study

Published Oct 9th 2006, 4:53pm by Jody DeVere in Pressroom Articles

Ask Patty Case Study: Automotive Advice for Women

Askpattylogotm1 Some companies take to blogging naturally. There's just something in the way they do business that meshes with the basic nature of blogosphere.

AskPatty.com is just such a company. After visiting their site and writing about it on Brandstorming, I had the opportunity to communicate with the president of AskPatty.com, Jody DeVere.

Jody is presenting at the Six Apart Business Blogging Seminar in Detroit on October 30th, and she's discussing the success of the AskPatty blog and their decision to use Typepad as their software. Before we get to the case study Jody sent me, I want to quickly list the best parts of their blogging strategy.

  1. Great Design and Messaging.
  2. Proactive e-mail policy for links
  3. One of our clients linked to your site with a trackback, and within minutes, received an e-mail notification and her post linked to your site.
  4. The thumbs up/thumbs down rating system.

The blog looks great and maintains a consistent brand with the AskPatty website. Jody personally e-mails blogs that have a similar message for a reciprocal linking strategy (targeted reciprocal linking). A new feature I was really surprised at was when one of our clients, TheWinningPitch.com, left a trackback to the AskPatty site. An automatic e-mail was generated (or it was a live person) that thanked our client for linking the site (that's proactive thinking). Finally, there's a rating system for articles that encourages reader feedback without requiring extensive sign-in.

Quite frankly, and I'm not afraid to say this, the AskPatty website and blog are the best examples of company blogging I've seen. I can't think of any changes I would recommend, and would proudly use AskPatty as a reference site for blogging success.

(It's certainly better than continuing to use Dell and GM in every presentation. {Ahem}).

Enough from me - below the fold is the case study information Jody provided on how the site has been effective and why they decided to use a blog.

Case Study: Ask Patty Blog http://askpatty.com
Launch Date: May 21 2006
Objective: Become a trusted brand by women for automotive advice/drive traffic
Average Traffic Range: 12,000 – 15,000 unique visitors a month
Author: Jody DeVere – President AskPatty.com, Inc.
Contributors: Breanne Boyle , eMarketing Manager

Who is Ask Patty?

Patty is a Mom, Daughter, Wife, Niece, Grandmother and Auntie, Patty is young, old, married, single, an experienced driver, a new driver, a race car driver , a hot rod driver, a classic car driver, a mini van driver, a truck driver, a luxury car driver, a SUV driver, a disabled driver, a carpool driver, a stay at home Mom, a female executive, is gay , straight and comes on all the sizes, shapes and colors of the rainbow...Patty is YOU, ME and US : Women Consumers.

Why Ask Patty?

Patty influences 80% of all vehicles purchased in the US and buys approximately 50% of all new, 48% of all used cars and 40% of all trucks sold in the US. Yet, shopping for and buying a car can be a challenge for women who are first time car buyers or for women who had a bad experience in the past with a car salesman or dealership.

The Opportunity:

➢ Auto industry void which provided a unique vertical opportunity to leverage
➢ Give Women an automotive voice
➢ Give Women a safe automotive online community
➢ Provide a ‘third-party’ place for the interested stakeholders to meet and have dialogue
➢ Provide education for women and dealerships
➢ Provide ‘female friendly’ certification, training for car dealers and automotive retailers
➢ Provide a co-branded advertising and marketing program to car dealers and automotive retailers utilizing the Ask Patty trusted brand by women
➢ Feature careers and women automotive professionals

Our Tagline:
Ask Patty – Automotive Advice for Women
The Ask Patty blog site is a safe place for women to get advice on car purchases, maintenance and other automotive related topics.

Which blogging platform?

We chose Six Apart’s Typepad platform after quite a bit of side by side comparisons of features and benefits of the major blogging platforms:

➢ Ease of use
➢ Cost effective - $149.00 per year
➢ Typepad community ( Typepad featured Ask Patty July 15, 2006 which gave a great boost to visitors)
➢ Owned by a woman! Mena Trott is co-founder and president of Six Apart,
the company behind The Movable Type publishing platform,
TypePad weblogging service and, after an acquisition in
January 2005, LiveJournal, an online community organized
around personal journals.

Blogging Strategy and Execution

➢ Give Women Consumers a voice on the challenge with car dealers
➢ Neutral balance view – Give voice to both sides
➢ Provide relevant and up to date content and update daily
➢ Interactive community – Multiple call to actions
➢ Utilize all technology opportunities to leverage syndication
➢ Commitment to blog daily and network with the blogging community
➢ Provide ‘real time’ answers to questions from consumer women
➢ Experiment, Be Creative and Fearless!


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