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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Kumho campaigns for more dealer interaction in 2012

By: Bob Ulrich

Kumho Tire U.S.A. Inc. did not have a booth at the 2011 SEMA (Specialty Equipment Market Association) Show in November. That doesn't mean the company wasn't represented in Las Vegas.

Rick Brennan, vice president of marketing, and Megan Wentz, marketing communications coordinator, made the trip. I know they met with at least one of their customers, but am not sure whether or not they had time to walk the trade show floor.

I sat down with the pair one month before the Kumho Dealer Meeting in Costa Rica hoping to get an early scoop on the company's plans for 2012. Sports marketing will still be an important part of its advertising and promotional efforts. But there will be a change in focus.

Last June, Brennan had this to say when the company announced a partnership with the National Football League's Buffalo Bills:

"Over the past two years, our sponsorships of NCAA, NBA and U.S. Soccer properties have significantly raised awareness and consideration for the Kumho Tire brand and exposed our exciting lineup of ultra-high performance passenger and light truck tires to passionate sports fans across the country."

Brand awareness is still a part of the company's sports marketing strategy, but it won't be the focus. Interaction with independent tire dealers will, especially whenever Kumho can leverage its association with sports teams like the Bills and the National Basketball Association's Miami Heat and Los Angeles Lakers.

"There will be more on the consumer rebate side, more advertising and activities with dealers," he said. "The dealers are as jazzed up about this as we are."

According to Brennan, the company also is in the planning stage of its Olympic promotion for next year. Kumho remains a supporter of the men's and women's national soccer teams, which will compete in the 2012 Summer Olympics in London.

Related Topics: 2011 SEMA Show, Megan Wentz, NBA, NFL, Olympics, Rick Brennan, Sports Marketing