Goodyear Assurance merchandising aids win POP awards

Oct. 6, 2004

Goodyear Tire & Rubber Co. recently was honored for the creative merchandising and selling tools developed to support its Assurance premium all-season tire line.

Goodyear received three awards at the POP (Point-of-Purchase) Show, which focuses on the best in-store marketing ideas used in all varieties of retail outlets. They were handed out as part of the "Design of the Times" contest sponsored by P-O-P Times. They included the following:

1. a Gold Award for a hand-held demonstrator wheel that highlighted the performance characteristics of Goodyear´s Assurance TripleTred and Assurance ComforTred.

2. a Gold Award for a wrap apron, which presented product details on an in-store tire rack.

3. a Bronze Award for a freestanding tire display intended for use on the tire retailer´s showroom floor.

"We put extensive thought and research into our tools for communicating product details to customers, so it´s nice to receive industry recognition for creating these materials," says Jeanne Sherman, Goodyear´s director of new products for North America.

"Even better is the affirmation from our retailers that these tools really work. They tell us that items like the demonstrator wheel are effective in explaining the benefits of a tire´s technology to a customer. We know that an educated customer is going to make an overall better-informed decision, and thereby be more satisfied with the purchase."

The Goodyear Assurance merchandising aids were designed and created by Hitchcock Fleming & Associates. The Akron, Ohio-based agency has been doing business with Goodyear for more than five decades.