Headquartered in Charleston, W.V., Appalachian Tire faces some of the same challenges as many tire dealers. With locations spanning across multiple states and most stores operating as combo outlets, products and services vary between each.
The immediate challenge was to create a unified campaign that would promote all 25+ locations while giving each store a strong media presence and the flexibility to promote their specific offerings.
To maximize the return on media dollars being spent, one of the first decisions was to streamline what ad mediums were being used. Not unlike many advertisers, Appalachian Tire was spending their budget on multiple mediums including newspaper, broadcast and cable TV, radio, direct mail and special events. The result was too little impact in the markets they were trying to reach.
HMA's first strategic move was to direct all media dollars to local radio and internet. With tire units on the decline due to the "Great Recession", marketing dollars were getting tight and maximum impact was needed. Radio would allow quick implementation of marketing messages that could be directed to specific markets. Internet marketing would Appalachian Tire to reach those "in-market" buyers via e-mail, social media and PPC campaigns.
For creative, HMA developed a series of messages to be voiced by Jenny Dial, President of Appalachian Tire. The commercials would work to deliver the message that Appalachian Tire is local, truly cares about your driving safety and will only sell the tire that's right for the customers' specific driving habits.
"Old Tires" Commercial
"Confusing" Commercial
With an entire series of core messages created and brand-building strategy in place, HMA would then create and implement special sales events and promotions several times a year.
"Winter" Commercial
In an effort to make up for lost marketing dollars and truly become the good guys, HMA would develop a special community oriented promotion specifically for Appalachian Tire. The "Maintenance Makeover" campaign would award one person each month a vehicle maintenance makeover throughout 2011. Each month, a person is chosen to receive a "Maintenance Makeover." This person is a local volunteer who uses their vehicle to do their charity work.
The result for Appalachian Tire is a net increase of 25% more ads with a cost of $0.00. HMA was able to negotiate with every radio station a block of ads at no charge that are used to promote this event. HMA was also able to negotiate no-cost interviews and live remotes to further promote this event.
"Maintenance Makeover" Commercial
The end result is this: Even with a budget reduction of over 20%, Appalachian Tire would see a net increase of 3% in retail tire unit sales for 2010.
As of March 31st, 2011, company wide sales are up over 15% (based on 1st quarter 2010 sales).
Contact HMA to see what we can do for you. Call 757.288.9957 or e-mail us at Ronald@ronaldaheider.com
