ERJ staff report (DS)
London - ERJ is organising a conference in Brussels in October on the implications of consumer tire labelling for the tire industry - manufacturers, suppliers and marketers.
The Tire Label Legislation & Marketing Conference takes place on 3-4 October 2012 in Brussels, just a few weeks before labelling becomes mandatory in the EU and in Korea.
Experience with non-mandatory labels in Japan and Korea has shown that consumers react very strongly to the information on tire labels. As a result, the labels can help importers to overcome the brand gap with the established names - if the label properties are good enough. And if tire properties are not good enough, who will enforce the accuracy of the labels?
Do the labels hinder physical retailer stores and help online retailers, and if they do, how can tire makers exploit this change in market information flow. What role will social media play, or will it mean more sponsorship opportunities in sports and other events. And if that a tire maker develops a good communication strategy in one part of the world, will that same approach translate into a successful strategy elsewhere in the world?
The conference aims to address how the market communication process will change as labels become more commonplace, and how to manage the expectations and needs of the consumer in an age of multi-channel marketing.
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www.tllm-conference.com/ (Event home page)