We see them at industry trade shows, especially the SEMA (Specialty Equipment Market Association) Show every year.
They promote a company's products by talking about product benefits, signing autographs and handing out pre-printed bags with which to fill with swag. Some of them demonstrate how to use the product (tire mounting equipment is a case in point).
We're talking about spokesmodels, of course. Pirelli Tire North America Inc. featured popular Mary Ann Foreman (see photo) at its booth at the K&M Tire Inc. dealer trade show recently.
Because he works those shows like no one else, Modern Tire Dealer Editor Bob Ulrich interviewed Foreman to find out what makes her tick when it comes to the tire-buying process.
"She turned out to be the type of customer tire dealers see every day," says Ulrich. "She depends on the dealer to sell her the right tire for her car and driving habits. She just happens to be very attractive, not that I noticed."
To read his interview, click "Even spokesmodels have to buy tires." And let us know what you think about the interview, or spokesmodels in general, by leaving a comment!
