Nokian Heavy Tyres Looking to Innovate with their Marketing Activities
We finalised the interview by discussing the continued cancellations and postponements of trade fairs that we were witnessing as Europe still wrestles with the final waves of COVID variants as Agritechnica was postponed until the 18th of November 2023.
The biggest question mark for Nokian Heavy Tyres was more the value and return of investment that the manufacturers were receiving from attending these events. Choubert went into more detail on this, “What is of real interest is how to measure results, considering the huge costs. We have already seen some major OEMs switch to attending local events with a dealer to have a more flexible approach.”
You can image the costs for a tyre manufacturer in building and preparing the stand, as well as taking the team there. The costs for the event are huge and maybe a positive of the pandemic has been that it has forced us to review our strategy somewhat.”
This review of their strategy and an opportunity to do things differently was confirmed by Jutta Rekimies, the Marketing & Communications Manager for Nokian Heavy Tyres who explained that the company is seeing this as a chance to think “outside of the box”. She explained, “I think that now is a really good opportunity for us to employ an innovative approach. Of course, reaching the end-user is a high target for us, but where and how can we do that?
“We have some great plans in place, and some projects are underway such as the work Pierre is doing in central Europe with influencers, which is a great example of how we are doing new things.”
A further example of this approach is illustrated by the fact that Nokian Heavy Tyres’s product portfolio is already available in the hugely popular Farming Simulator video game series, allowing the manufacturer to reach a new, younger audience and give potential clients an opportunity to interact with the brand virtually as a first interaction.
Whilst Nokian Heavy Tyres are clearly looking to innovate their marketing activities and interact with potential clients in unique ways, the company stressed that it is an overall mixture of different actions that will help them reach the end user.
Whether it be with their marketing activities or their product line, Nokian Heavy Tyres are committed to create unique products and experiences to deliver at a premium level in the agricultural space. We look forward to seeing what they have in store in 2022.