By Jennifer Karpus, Tire Business staff
RANCHO CUCAMONGA, Calif. (Oct. 20, 2014) — Falken Tire Corp. plans to unveil its revamped consumer marketing strategy at the upcoming Specialty Equipment Market Association (SEMA) Show in Las Vegas with a mock tire shop showroom floor at its booth to showcase the firm's point-of-purchase and retailing concepts.
In the display, Falken will have different pieces that can go in the showroom, along with some of the support systems that are being created for dealers to use to help sell Falken's products as well as education on tires as a whole, said Rick Brennan, executive director of marketing at Falken Tire.
Every Falken Fanatic associate dealer who stops by the booth will be offered an enhancement to the Fanatic reward program for the fourth quarter, Mr. Brennan told Tire Business.
The 2014 SEMA Show runs Nov. 4-7 at the Las Vegas Convention Center.
Over the past several years, small to medium-size independent dealers have had to rely more on tire manufacturers for training and point-of-sale (POS) support, along with ways to promote tires within their own stores as well as a specific brand, Mr. Brennan said.