Finding new customers
Consumer Tire believes in community service as a means to market to new customers. Four years ago, it created a nonprofit to raise money and help needy drivers pay for tires and vehicle repairs. From left, owners Bruce Kantz, DD Coley and Dave Kantz.
“All of this stuff works together. That’s what makes it effective. “We advertise a lot and it’s helped us continue to grow our business and solidify it. As we go up with our advertising budget, our sales fall right in line.” In 2020, Ceniglis spent $148,000 on marketing his two stores and depending on the month, he expects to increase that spend by up to 12% in 2021.
SEEING RESULTS
All of those digital tools are delivering new customers to Tom’s Tire Pros. The proof is in the tally of new customer invoices. Yearto-date, 41.3% of invoices at the dealership’s Abilene store are from new customers. In San Angelo, the figure is 34.1% “We really feel like we’ve got it dialed in right now,” says Ceniglis. “I’ve never felt as confident with my marketing dollars being spent. We’re very confident. The numbers are proving it.” And he believes the focus on digital marketing gave his business a leg up during the pandemic. While other dealers — and businesses of every kind — were trying to pivot and find their way online and on social media last year, Tom’s Tire Pros already had a foundation in place. “We were kind of lucky. If you’re going to have a digital marketing program, it takes time for it to get in place and be effective. It does not happen overnight.” He encourages other dealers to “stay the course. “We had a little soft spot when we got started, but it’s such a drastic change. You’ve got to be willing to be committed to it … for two years.”
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But Ceniglis doesn’t downplay the power of one customer recommending his store to a friend or neighbor. “We feel like the most effective means is referral and word of mouth,” he says. “It’s taking good care of our existing clientele, genuinely caring about and taking care of their needs and delivering the exceptional buying experience for them. “If you’re not taking care of your clientele, you’re not doing it right.”
REWARDING CUSTOMERS
Consumer Tire Inc. relies on a mix of digital tools, with a heavy dose of an old standard — community service — to attract customers to its stores in Mentor and Chardon, Ohio. DD Coley and her brothers, Dave Kantz and Bruce Kantz, own and operate the two-store business their father started. On the digital side, Coley says the dealership offers a customer rewards program using BayIQ software. The program is featured prominently on the Consumer Tire website and so are the coupons and specials available to members. Customers can sign up online and use the initial $5 off coupon on their first visit. With every visit, they accumulate points for future purchases. “They’re being rewarded for their loyalty,” says Coley, Consumer Tire’s president. She recently saw those points pay off in a big way for a customer. A woman came in for a seasonal tire changeover at the end of winter and was surprised to learn she needed to replace her all-season tires that had been in storage.
She wasn’t prepared for that purchase that day, says Coley, but the woman, a mother of eight, asked if she had any rewards points in the bank. “She had $157 in points accumulated. She was happy as a clam when she left.” The same software allows Consumer Tire to reach out to customers by sending monthly emails that usually include coupons and specials. In 2020, the tire dealership used those emails “ to share what we were doing for safety and sanitizing.” The software also helps the advisor at the front counter be alert for new customers. And when writing up a ticket for a first-time customer, the customer’s name is highlighted in blue. “Blue is new” and Coley says it’s a signal to every employee, including the technician in the bay, that they’re working with a first-time customer.
GRASSROOTS EFFORTS
In Coley’s mind, digital tools are nice, but do-it-yourself customer programs are worth a try, too. Bill Pollotta took over as manager of the nine-bay Consumer Tire store in Mentor last July and he’s been putting his feet to the pavement to find more customers. He’s calling it “Reach Out to the Neighborhood” and he’s visiting neighboring businesses and offering their employees discounts on automotive services, going as far to shuttle their cars back and forth for them. Coley says Pollotta’s efforts have inspired the company to reach out to its fleet customers. Consumer Tire is offering discounts to fleet employees who have work done on their personal vehicles. Coley is also a big believer that hometown philanthropy goes a long way in marketing a local business and attracting new customers. She’s an active member of the Fraternal Order of Eagles and supports the local chambers of commerce in her communities. Consumer Tire supports as many local projects as possible each year. “The community service — you can’t put a dollar amount on it,” she says. “It’s your time and commitment. “We don’t have a dollar amount for donations. We do things we think are beneficial for our communities.” Among their favorite causes are projects that support veterans and police officers. ■ MTD June 2021
5/25/21 2:21 PM
