Bob Ulrich

Editor

Bob Ulrich was named Modern Tire Dealer editor in August 2000. He joined the magazine in 1985 as assistant editor, and has been responsible for gathering statistical information for MTD's "Facts Issue" since 1993. He has won numerous awards for editorial and feature writing, including five gold medals from the International Automotive Media Association. Bob earned a B.A. in English literature from Ohio Northern University and has a law degree from the University of Akron.

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What a week for Cooper Tire

By: Bob Ulrich

Cooper Tire & Rubber Co. had a great week last week, both from business and marketing viewpoints. First the business perspective.

In a previous blog, ("Del-Nat and Cooper get ready to rumble," April 7, 2009), I mentioned that on April 22, officials from Del-Nat Tire Corp. and Cooper were planning to meet and discuss their partnership. It was an important meeting -- Cooper produces more than half of Del-Nat's consumer tire offerings.

I wrote that I would keep you posted. I'm happy to report that the meeting went very well, according to Ken Coltrane, vice president of sourcing. Coltrane deals with 11 tire suppliers in six countries, plus numerous parts and program suppliers.

"We enjoy what they bring to us, and they enjoy what we bring to them," he told me.

As for the marketing good news, Cooper Tire sponsored ESPN's "On the Clock" coverage of the NFL draft over the weekend. On Saturday, the draft was an all-day affair, with pre- and post-coverage in addition to the actual draft.

In addition to Cooper commercials, every time "On the Clock" appeared on the screen, it was "presented" by Cooper Tires. The coverage continued on Sunday.

On April 8, KeyBanc Capital Markets upgraded its rating on Cooper's stock from "Hold" to "Buy." The stock price has increased more than 60% since then. Looks like it has been a good month for Cooper Tire.

Related Topics: Del-Nat, ESPN

comments

1. Matthew | April 28, 2009 at 08:56AM
   Bob - As the Online advertising agency of record from 2002-2008 for Discount Tire Company, I can tell you and your readers that the major tire producers such as Michelin, Continental, Goodyear you name 'em, that their online marketing initiatives are so antediluvian and uninspired, that they are doing their dealer networks a huge disservice by insisting on investing most of their marketing dollars on branding for big sports events. It's what we refer to as marketing malfeasance. We know there are much better ways to target consumers online when they are in-market to buy tires and accessories. Can't do that with a shiny Nascar.