SEOUL, South Korea—Coming off what Nexen Tire Corp. officials admit was a “highly successful” 2014 Specialty Equipment Market Association (SEMA) Show, this year the Diamond Bar, Calif.-based tire marketer will not exhibit at the annual event in Las Vegas. Instead, it plans to hold off-site meetings with key customers and dealers, according to Kyle Roberts, marketing director.
“This year we'll connect with them at SEMA,” he told Tire Business, “and use part of our budget toward our 'Dealer Partner Days' to promote our 'Buy Nexen story.'”
That's a message he said the company has pushed heavily—one of exclusive warranties, increased plant capacity and enhanced dealer programs, including the Next Level associate dealer program Nexen launched at the 2014 SEMA Show, where Mr. Roberts said Nexen made great strides.
However, displaying its wares at the show is an expensive venture, he acknowledged—approaching half a million dollars.
The company is expecting a greater return on investment by allocating that capital to have a more direct impact on its customers via meetings.
Nexen plans to hold 85 Dealer Partner Days meetings with about 3,000 to 5,000 dealers across the U.S. in major metropolitan areas—some 30-40 dealers at a time. The process already has begun, with the company holding about 15 events thus far.