Crain News Service report
MELKSHAM, United Kingdom (Feb. 19, 2013) — Cooper Tire Europe has overhauled its marketing strategy for the territory, looking to increase brand awareness among the 18- to 35-year-old male demographic.
Cooper said it is already acknowledged as "one of the world's top 4x4 tire makers," but is launching a sales and marketing strategy for its ultra-high-performance (UHP) range of tires in Europe, including a European consumer advertising campaign using the men's lifestyle magazine FHM.
The plan will complement Cooper's existing presence in European motorsports, also a crucial "hook" for the targeted UHP market, according to the tire maker.
Sarah McRoberts, marketing communications manager for Cooper Tire Europe, explained the departure from Cooper's previous activities, saying: "We identified 18- to 35-year-olds to be our key target audience for performance products.… The decision to advertise with FHM…is part of a wider strategy change.
"…We're confident that the adverts, combined with our other planned activities, will have the desired effect."
Ms. McRoberts also noted that the company's "move to consumer advertising in 2013 is in no way a move away from trade advertising, which continues to be key to our advertising strategy."
This report appeared in European Rubber Journal, a UK-based sister publication of Tire Business.