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For the dealer, by the dealer Program groups ofer a lifeline of support, including exclusive rebates, loans and road hazard warranties By Joy Kopcha
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hen 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. “I don’t atribute that all to Tire Pros. I’ve worked my but of,” Geno says. But the group helped him along the way, and gave him the tools he needed to transform the business. “Tire Pros helped me get there quicker and easier than if I did it on my own.” 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.
Program: ATDServiceBAY Ofered by: American Tire Distributors Inc. Website: www.atdservicebay.com Who’s eligible? Independent tire dealers and repair shops with minimum annual purchases of $25,000. Number of participants: More than 26,000
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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.
MTD April 2015
