Cologne: 09.–11.06.2026 #thetirecologne

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Hochpersonalisiertes Marketing im Reifenersatzgeschäft | Event on the THE TIRE COLOGNE 2024

Highly personalized marketing in the tire replacement business

from Koelnmesse GmbH
close open Dates and info
German with simultaneous translator
Human Resources, digital change
Koelnmesse GmbH
Messeplatz 1
50679 Köln

The event

that addresses its customers in a needs-oriented and selective manner. But even in 2024, the industry will still fall far short of its potential.

The tire replacement business offers great potential for the personalization of advertising. After all, the more expensive and less common a purchase is, the more willing consumers are to engage with communication tools on the subject. If dealers miss the opportunity, they risk losing sales to competitors or comparison platforms.

Technological challenges and a lack of resources are the most common reasons why existing data is not or only insufficiently used for communication. Personalization also requires a deep understanding of data analysis and customer psychology. A lack of trust in technology and concerns about data protection regulations and the security of customer data are further hurdles to implementation.

In this best-practice presentation, you will learn how the most successful after-sales dialog campaign was created for a major German automotive brand. Andreas Pfeil-Schulz, Co-Founder and Chief Creative Officer of EELOY AG, talks about the background, reservations and challenges involved in developing a highly personalized campaign for tires and wheels. He shares insights from process design as well as testimonials from dealership owners and marketing managers.