AKRON, OHIO — Goodyear Tire & Rubber Co. has been recognized for the creative merchandising and selling tools developed to support its new line of Assurance auto tires.
The honors were handed out at the POP (Point-of-Purchase) Show, which focuses on the best in-store marketing ideas used in all varieties of retail outlets, including grocery chains, convenience stores, apparel and durable goods retailers. Three Goodyear Assurance items were honored with awards at the show.
• A Gold Award went to a hand-held demonstrator wheel that highlights the performance characteristics of Goodyear’s Assurance featuring TripleTred Technology and Assurance featuring ComforTred Technology, two tires introduced earlier this year. These are used by in-store sales associates while working with customers, providing useful information on a one-on-one basis.
• A Gold Award was given for a Goodyear Assurance tire wrap apron, which presents unique product details on an in-store tire rack.
• A Bronze Award recognized a Goodyear Assurance 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,” said 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 Akron, Ohio-based agency, Hitchcock Fleming & Associates, with which Goodyear has been doing business for more than five decades.
The winning entries were announced Sept. 22 in Chicago in the annual Design of the Times contest sponsored by P-O-P Times. The POP Show was attended by thousands of brand marketers, POP designers and producers, and was hosted by the In-Store Marketing Institute.
_______________________________________
Click here to view the rest of today’s headlines.
