AKRON (April 16, 2001)—Goodyear is supplying retailers with showroom posters and quantities of a consumer hand-out brochures, entitled "The Complete Tire Safety Guide," stressing the importance of proper and routine tire care to obtaining satisfactory product performance.
The materials were produced as part of the "Be Tire Smart—Play Your PART" consumer campaign promoted by the Rubber Manufacturers Association. Likewise, Goodyear´s accompanying safety poster also follows the RMA´s campaign theme, urging motorists properly "Inflate, Balance, Rotate, Inspect and Repair (their) Tires."
"We have talked numerous times of the importance of educating the consumer," said Jim Vogel, Goodyear´s vice president of sales and marketing for North American Tire. "It is one of the most challenging tasks faced by the associates who work on the front lines of retail, and it is the basis for everything that our Gemini retail marketing concept represents.
"Goodyear has promoted tire care and maintenance for a long time through initiatives in driver training programs, consumer brochures and assorted point-of-purchase displays. Unfortunately, much of that effort fell on disinterested ears in the past. Now, we realize that a much more receptive consumer is looking for tire-related information, and we´re meeting that demand," Mr. Vogel said.
The Akron-based tire maker also offers tire education materials through its corporate website, www.goodyear.com, as well as through Gemini´s on-line site, at www.gemini.goodyear.com.