Dealer programs
‘Have we got a program for you’ The number of tire manufacturers with detailed associate dealer programs keeps increasing
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here are more tire manufacturers with associate dealer programs now than there were just a few years ago. This trend is a reflection of more than competition among major tire manufacturers; it also underscores the strength of independent tire dealers, and their importance to their suppliers. In order for you to see what tire companies have to offer you, we asked them to describe their associate dealer programs. Some answered the questions directly. Others chose to highlight their programs in their own way. One, Cooper Tire & Rubber Co., declined to participate. Here, in one place and in their own words, is an update on what they have to offer you.
• state-of-the-art sell-out programs, and • discounted merchandise and services from nationally recognized vendors. The program also provides access to a support team of dedicated Bridgestone Americas retail experts, including local, regional and national sales support, education specialists and a dedicated retail marketing group.
Continental Tire the Americas LLC: GOLD Retailer Program
Bridgestone Americas Tire Operations LLC: Affiliated Retailer Nationwide Network
Bridgestone recently combined its Affiliated Dealer, TireStarz and Family Retail Dealer programs under one umbrella in the United States. The new program will encompass more than 2,500 points of sale, according to the company. “We’ve listened to our customers and designed one of the most comprehensive retail dealer programs in the industry,” says John Baratta, president of consumer replacement tire sales. “The Bridgestone Affiliated Retailer Nationwide Network is the complete package backed by world-class products and services and a nationwide tire protection plan and repair warranty program.” The program will offer network dealers the following: • multi-brand product offerings,
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Only independent tire retailers are eligible for Continental’s GOLD Program. Retailers are defined as “any location that sells to the end consumer and has the equipment in the shop to balance and mount tires.” To date, there are 2,612 dealers participating. “One of the most undervalued components of the Continental GOLD Program is the fact that our customers, whether retail or wholesale, do not have to compete with us,” says the company. “Continental Tire does not have any company-owned or operated retail locations or wholesale distribution centers. Continental is the only major tire manufacturer (that) does not have one or the other or even both.” There are no participation fees for the Continental GOLD Program. Continental recently launched a new Dealer Marketing Suite designed to help dealers boost their business potential. The suite provides access to promotional and advertising support that can be customized for the local level through the use of marketing funds. The Dealer Marketing Suite allows GOLD dealers to order point-of-purchase
material, drive local traffic to their stores with the use of direct mail, create custom ads, and gain access to potential customers in their area. This program is designed to help GOLD dealers manage their marketing efforts, customize their advertising, build a loyal customer base and most importantly, grow their business. GOLD dealers are periodically sent special offers. For example, double rewards for attaining target numbers. Participating dealers also receive pointof-purchase kits for all Continental and General tire promotions. GOLD dealers earn a set amount of marketing funds for each marketing line purchased. GOLD dealers have the option of using their marketing funds to purchase tire displays: free-standing tire display (one to six tires), wall mounted tire display (one to two tires), a menu board, indoor signage, clocks, and ceiling drums, just to name a few. As for signage: “We offer face replacement, single-sided signs and double-sided signs in multiple sizes. These signs can be mounted on poles or a building. For those GOLD dealers who have earned or purchased outdoor signage, Continental Tire will send an inspector to check local zoning laws, to inspect current pole(s), and load bearing requirements. We will also have the new pole(s) and/or signs installed.” Continental also offers a website with business tools. ContiLink.com is a “onestop shop” for GOLD dealers. GOLD dealers can access all business tools through ContiLink.com. including new sales tracking tools, a signage program, a showroom program, the Engage360 training site, the RPM (Real Performance Motivation) retail sales motivator (in which GOLD dealers can earn points for each marketing line sold and redeem those points), the new dealer marketing suite (DMT), national account/government business, and national promotions.
MTD May 2012 5/11/12 10:55 AM
