13 minute read
For the dealer, by the dealer
from Modern Tire Dealer - April 2015
by EndeavorBusinessMedia-VehicleRepairGroup
Program groups ofer a lifeline of support, including exclusive rebates, loans and road hazard warranties
By Joy Kopcha
When Manny Geno took over the family tire business in 2006, he wanted to transform it from a grease monkey, good ol’ boy shop to a destination for customers who need tire and automotive work in the small town of Booneville, Miss.
Geno, 38, says he’s worked hard to make Geno’s Tire Pros the success he envisioned, but he’s also had some help. He joined Tire Pros in 2008, and since then business at his six-bay shop has more than doubled.
For Geno, the biggest help came in the form of marketing and advertising support.
“I think I’m probably similar to most small businesses. You get the Yellow Book, the billboard people, the radio people calling all the time. You try not to be rude to them, but you get overwhelmed,” Geno says. “Tire Pros had lots of benefts, but that’s probably what tipped it.”
He had never tried to plan and budget a year’s worth of advertising at once, but now he does with the help of the Tire Pros marketing staf. His marketing representative has worked with other tire dealers in similar rural markets, and shares what has worked for small town dealers elsewhere. On top of that, the nity-grity details of advertising are done for him. He sets his annual advertising budget and decides how much will be spent on billboards or direct mail.
His total budget is separated into monthly bills that Geno pays directly to Tire Pros. He reviews proofs of any advertisement, but otherwise doesn’t have to handle anything else. “What I would consider to be a headache is gone.”
Groups around the country cater to independent tire dealers and ofer everything from the marketing and advertising support Geno appreciates to customized websites and credit cards, road hazard warranties, special pricing and rebates. Even staf training is ofered by some.
Here’s a roundup of dealer-led groups that provided information to Modern Tire Dealer.
Who’s eligible? Independent tire dealers and repair shops with minimum annual purchases of $25,000.
Number of participants: More than 26,000
Manny Geno considers Tire Pros, and all the tools they offer him, his dealership’s secret weapon. “It’s up to me, the dealer, to implement them. I’m not going to be able to use all of them, but it certainly has been a big plus for us.”
What are you ofering new in 2015 to help dealers? We are introducing new advertising opportunities, from plastic postcards in the mail to social media and web graphics that can be used on bay banners, yard signs and window clings.
Tire brands ofered: ATDServiceBAY dealers can leverage the many tire brands that ATD ofers. ATD’s inventory crosses all tiers of the category from fag brand tier one through price competitive import brands.
Te most popular service you ofer: Te Tire Protection Plan, which is designed to give a consumer’s tires nationwide coverage against road hazard damage. Enrolled dealers sell the plan to consumers, keep the proceeds and are responsible only for a consumer’s claims within a 25-mile radius. Consumers who are traveling outside that radius and have a claim call a toll-free telephone number and are directed to one of 30,000 locations that will honor the warranty. Tis is a very popular program with our dealers because it allows them an additional income stream while providing their customers with the peace of mind they want.
Program: Big O Tires & Service Centers Ofered by: TBC Corp. Website: www.bigotires.com
Who’s eligible? Te minimum requirement is $100,000 in liquid assets and net worth of $300,000. Te initial franchise fee of $30,000 is waived for military veterans.
Number of participants: 400
What are you ofering new in 2015 to help dealers? Big O Tires is currently driving to achieve signifcant expansion, which means opportunities for existing franchisees, new franchisees and successful existing independent auto/tire business owners. Incentives for new franchisees include discounts on royalty fees for the frst two years, including a reduction of more than 50% in the frst year, plus an advertising match of up to $25,000 during the frst nine months of operation. Incentives for independent business owners converting their existing shops include the benefts ofered to new franchisees, plus a waiver of the initial $30,000 franchise fee; access to a $75,000, 36-month loan for tire inventory; and up to a $25,000 match to convert signage or remodel an existing building.
Tire brands ofered: In addition to our exclusive premium Big O branded product including the Big Foot A/T, and house brands Aspen and Mesa A/P, we ofer Michelin, BFGoodrich, Cooper, Goodyear, Dunlop, Yokohama, Sumitomo, Nito, Continental, General, Hankook and Pirelli.
Program: Independent Tire Dealers Ofered by: Community Wholesale Tire Distributing Website: www.ITDroll.com
Who’s eligible? Independent tire dealers who partner with Community Wholesale Tire and promote the ITD brand with high quality customer service and professional looking facilities.
Number of participants: 130
What are you ofering new in 2015 to help dealers? Our improved dealer website helps our dealers increase their sales and market awareness. Also, ITD University training sessions focus on sales and marketing, as well as improving shop efciency.
Tire brands ofered: Our key brands include Bridgestone, Firestone, Goodyear, Dunlop, Kelly, Toyo, Continental, General, Pirelli, Kumho, Hercules and Mickey Tompson.
Te most popular service you ofer: Our ITD University classes are well atended and have provided our dealers with a lot of specifc ideas and practices to improve their businesses.
Program: Independent Tire Dealers Group LLC (ITDG) Ofered by: Independent Tire Dealers Group Website: www.itdgusa.com
Who’s eligible? Independent tire dealers across the U.S. who buy a minimum of $200,000 from authorized ITDG vendors and suppliers.
Number of participants: 140 members with more than 550 locations in 41 states.
What are you ofering new in 2015 to help dealers? Our program has been quite stable for many years. Without offering specific details, some of our vendor and supply programs have been enhanced from prior years. Te ITDG program continues to ofer improved margins immediately
and culminate with a year-end volume bonus and dividend for stockholders.
Tire brands ofered: Cooper, Hankook, Laufenn, Continental, General, GT Radial, Sampson, Advance, Nexen, Pirelli, Kumho, Sumitomo, Yokohama, Landsail, Diamondback and various brands through TCi Tire Centers, Carroll Tire and NTW.
Te most popular service you ofer: Access to our negotiated supplier/vendor programs with ongoing access to reference material via the ITDG website.
Program: Mickey Tompson Marketing Alliance Ofered by: Mickey Tompson Performance Tires and Wheels Website: www.mickeythompsontires.com/mtma
Who’s eligible? Any brick and mortar retailer. Te program is open to dealers in the U.S. and Canada, and is designed for private owners, not corporations. We have single store owners and a chain with 26 stores in the program.
Number of participants: More than 600
What are you ofering new in 2015 to help dealers? We are looking at ofering new display options and a possible co-op program to help dealers advertise our brands.
Tire brands ofered: Mickey Tompson and Dick Cepek
Te most popular service you ofer: Te marketing alliance program.
Program: Mr. Tire/Big 3 Tire Ofered by: K&M Tire Inc. Website: www.mrtireoutlet.com and www.big3tire.com
Who’s eligible? Nearly any consumer retail, commercial or farm tire dealer that can purchase 400 tires of any brand from K&M Tire that meets our exterior appearance criteria and falls within our delivery service area.
Number of participants: 742. (588 Mr. Tire locations and 154 Big 3 locations) In some states the Mr. Tire name is trademarked by another entity, so only Big 3 is available in those states. Elsewhere, both names are available.
What are you ofering new in 2015 to help dealers? More exclusive consumer rebates on passenger and light truck tires, including some commercial and farm tire brands for the frst time ever. We are expanding our Automotive Parts Rebate Programs to include two new members, and expanding our preferred vendor program participants to include a leading producer of motor oil and lubricants. We’re ofering online access to custom wheel applications and purchasing and increasing quarterly earn-back potential for member dealers on select Yokohama products. Finally, all members are eligible to participate in the Bridgestone/Firestone national consumer rebate campaigns.
Tire brands ofered: For passenger and light truck tires: Bridgestone, BFGoodrich, Continental, Cooper, Dunlop, Fierce, Firestone, Fuzion. Commercial truck tires: Bridgestone, Continental, Double Coin, Firestone, Dunlop, General, Goodyear, Hankook, Kumho, Michelin, O’Green, Roadmaster and Supercargo. Farm and utility tires and tubes: BKT, Carlisle, Cultor, Firestone, Goodyear, Hi-Run, Mitas, Titan, Trelleborg and Co-op Tubes.
Te most popular service you ofer: Exclusive consumer and automotive parts rebates.
Program: myTireShop What are you ofering new in 2015 to help Ofered by: Jack Williams Tire Co. Inc. dealers? A brand new website with the ability Website: for them to localize and SEO to their location. www.mytireshop.com/dealerinfo New social media roll out of PPC, SEO, etc.
Who’s eligible? Engaged programming New logo design. New in-store POS. dealers with Jack Williams Tire Co. Tire brands ofered: All major brands of
Number of participants: 65 wheels and tires are available at RNR locations.
What are you ofering new in 2015 to help The most popular service you offer: dealers? Our website, www.mytireshop.com, Award-winning radio, television and print is an online shopping site that directs retail promotions. tire shoppers to local independent tire dealers. We also ofer extended fnancing, a no interest Program: Tire Factory credit card and enhanced tire sales training. Ofered by: Tire Factory Inc.
Tire brands ofered: Continental, General, Website: www.tirefactory.com and Mastercraf, Yokohama, Michelin, BFGowww.jointirefactory.com odrich, Uniroyal, Kumho, Nexen, GT Radial, Who’s eligible? Independent tire and service Hemisphere and Goodyear. K&M Tire Inc. highlighted the dealers who meet membership criteria
Te most popular service you ofer: Nationbenefts of its program group Number of participants: 149 members/ wide warranty tire road hazard and service to dealers during its annual owners, consisting of more than 200 locaprogram with roadside assistance. dealer meeting in January in Dallas. tions, plus 15 afliate locations, which are not branded members of the co-op. Program: RNR Tire Express and Custom Wheels What are you ofering new in 2015 to help dealers? TechOfered by: SPF Management LLC nology solutions to drive member growth and proftability, Website: www.rnrwheels.com or www.rnrtires.com which include a branded and integrated point-of-sale (POS)
Who’s eligible? Qualifed candidates that desire to own and system; MechanicNet, a digital marketing system that includes operate their own franchise customer contacts via email, postcards and texts of vehicle
Number of participants: 13 franchisees with 72 locations status updates, plus customer reviews, reminders of auto in 20 states service previously denied and a complete car repair history
Quik-Link: 800-687-1557 ext. 14114
online; a website, www.tirefactory.com, with more than 500,000 indexed web pages for individual members; Epicor, a rapid and accurate mechanical quoting system that drives up margins based on industry actuals and processes quotes in minutes with automatic parts ordering and costing data; a new member onboard training program which focuses on sales and customers, as well as technology and products; and a Web-based training platform, Tire Factory University, which gives dealers and their employees access to retail – and retention-friendly topics. A staf can sharpen its skills without leaving the sales foor.
Tire brands ofered: Goodyear, Cooper, Dunlop, Kelly, Yokohama, Hankook, Falken, Nokian, plus exclusive brands Summit, Runway, Trazano, Blacklion and AgPro.
Te most popular service you ofer: Tere are three: Direct tire costs in small quantities from member-owned regional distribution centers; the Tire Factory website, which is found at www.tirefactory.com, as a driver to member stores; and promotions and discounts from key manufacturers, that are accompanied by POS sales kits. Plus, there’s been a large trend of dealers adopting the branded POS system.
Te program ofers three levels of commitment. For more information contact Chad Moon, TireOne program director, at cmoon@usautoforce.com.
Who’s eligible? Independent tire dealers
Number of participants: 650 stores as of March 10, 2015
What are you ofering new in 2015 to help dealers? Increased national and regional marketing exposure; a robust training program targeting both owner proftability and improved store operational efciencies; four exclusive marketing campaigns focused on ‘buy local’ through the independent Tire Pros dealer; and, a boosted credit card program, now with the lowest fees ever and featuring frequent enhancements to manufacturer consumer rebate programs.
Tire brands ofered: Most tier one and tier two major brands, plus numerous tier three and tier four products.
Te most popular service you ofer: Our full-service marketing department works with Tire Pros dealers to create individual marketing plans, then manages all aspects of their advertising from creating a professional annual plan, selecting the right media, negotiating the pricing, paying the invoices and managing the dealers co-op to ensure the maximum beneft for the dollars available.
Program: Tire Solutions Ofered by: Tire Solutions Inc. Website: www.mytiresolutions.com
Who’s eligible? Independent tire and auto centers that meet program requirements
Number of participants: 165
What are you ofering new in 2015 to help dealers? We ofer independent tire and auto centers an innovative marketing
Dealers like Brown’s Parkrose Tire Factory in Portland, Ore. can beneft from the familiar look and branding of their group’s store, but still retain individuality.
program that includes retail pull through and dealer rewards.
Tire brands ofered: Hankook, Toyo, Vanderbilt, Sumitomo, Harvest King, Towmax, Goodyear, Sailun
Te most popular service you ofer: Helping dealers increase car counts with personalized marketing and training.
Program: Treadmaxx Ofered by: Kaufman Tire Inc. Website: www.kaufmantire.net
Who’s eligible? Tire retailers
Number of participants: More than 2,000
What are you ofering new in 2015 to help dealers? Valueadded vendor programs, POS and credit card systems, parts purchase programs, retail showroom design, database marketing, website development, national account purchasing program for oil and programs geared toward managing labor costs.
Tire brands ofered: Goodyear, Dunlop, Kelly, Too, Cooper, Mastercraf, Pirelli, Continental, General, Kumho, Starfre and Carlisle.
Program: Xpress Tire & Auto Service Ofered by: Conrad’s Tire Service Inc. Website: dealer.xpress-tire.com
Who’s eligible? Automotive tire and service installers who meet certain purchase volume criteria
Number of participants: More than 125
What are you ofering new in 2015 to help dealers? Many of our dealers are predominantly repair service oriented. What we do is get them engaged in the tire business. On an ongoing basis we give them a strong internet position, active advertising via direct mail, cable and radio. We take a retailer approach to wholesaling. A major objective this year is to help train our dealers on how to sell tires.
Tire brands ofered: Cooper, Goodyear, Dunlop, Kelly, Michelin, BFGoodrich, Uniroyal, Starfre, Doral and assorted private labels.
Te most popular service you ofer: Te public website, at www.xpress-tire.com. Each dealer has its own landing page and the ability, if it chooses, to quote tire availability and pricing. ■
