Tire Pros, a subsidiary of American Tire Distributors Inc. (ATD), unveiled its 2014 annual national marketing campaign. Entitled “Local Dealer Days,” the campaign will feature four retail promotions designed to drive traffic and build awareness in the more than 570 Tire Pros franchise locations nationwide.
The campaign was launched at the recent Tire Pros National Dealer Conference at Caesars Palace in Las Vegas.
"Local Dealer Day taps into the very essence of what makes Tire Pros dealers special and unique," says B. Quick Chadwick, director of marketing for Tire Pros.
"Local Dealer Days is about us. It’s about Americana. It’s about being heavily rooted in our local communities and giving our customers a simple and hassle-free experience that only a neighborly business like Tire Pros can provide.”
As part of the first promotion, strategically timed during tax refund season, Tire Pros dealers are offering an exclusive $75 rebate on select Continental and General brand tires with an extra $25 “thank you” card that can be used instantly or at a future visit.
“Tire Pros has grown its dealer base by three times over the last five years, and the marketing management and creativity we provide like Local Dealer Days is largely responsible,” says Dan Brown, president of Tire Pros. “This marketing platform will unite our dealers arm and arm and help build our brand so that we can get to over a thousand points of sale.”
Local marketing support includes television commercials, broadcast scripts, direct mail, web banners and social media content. Tire Pros also have the option of purchasing media as a group at a reduced cost through their approved partner network. In addition, dealers who committed to support each of the four Local Dealer Days through direct mail were given a free, subsequent online display campaign paid for by the Tire Pros marketing team.
“Part of the beauty of our program is our size," says Chadwick. "Tire Pros buys and places over $8 million annually in advertising. This volume allows Tire Pros to get improved media rates which benefits our participating dealers.
"Plus, we want to support our dealers in everything they do and provide them with unique and fun opportunities to connect with their customers.”
