KUMHO Tires, a national tire marketer, turned to ST&P to plan and place local co-op dollars in support of a national campaign to drive traffic to retailers.
Once KUMHO had identified the metro markets for co-op participation, ST&P developed media plans that effectively integrated local cable TV, print, radio and—in some cases—outdoor advertising. Additionally, ST&P provided retailer customizable TV, radio and ad slicks. In-store POP displays were also provided to reinforce media messages in each local market. Working in collaboration with local radio stations, ST&P then created special promotions, such as free car shows, concert ticket giveaways and sporting events, designed to drive traffic back to the participating KUMHO retailers.
KUMHO was able to reinforce its positive relationship with tire retailers while demonstrating the added value of carrying the KUMHO brand.
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