July 16, 2010
The truth about LeBron James -- and tire sales
By: Bob Ulrich
Because I’m from Akron, Ohio, and because I am a sports fan, and because I love my Cleveland sports teams, I was asked by a lot of people if I thought LeBron James would stay with the Cleveland Cavaliers prior to his July 8 announcement.
My stock answer was, yes, I thought he would stay. There was no way, in my mind, that he would ride all the hype -- some created by his people -- and set up a prime-time special to announce going elsewhere.
I was wrong, and he decided to go to Miami. That was his choice, and although disappointing, I would have wished him well if he'd have taken the high road and announced it with class and understatement. He did not, and will have to pay the PR price for his lack of good judgement.
Does he care? Will he ever win a ring? Will Cleveland fans ever forgive him?
Those are silly questions. There is only one question that needs to be answered at this point.
How will his departure and arrival affect tire dealers in Cleveland and Miami, respectively?
Two of the largest tire dealerships in the country are based in the Cleveland area. Conrad's Tire Express & Total Car Care is 34th on the Modern Tire Dealer 100 with 31 stores. Enger Auto Service & Tire Inc. is 63rd on the list with 19 stores.
Will they lose business because LeBron James has left the building in downtown Cleveland? Will Martino Tire Co. in Miami, 78th on the MTD 100 with 14 stores, suddenly double its sales because "The King," as James is nicknamed, has moved to Miami?
Of course not. Tire sales are generally based on need, not neediness (yes, that is a word). Conrad's -- which favors sports marketing -- and Enger Auto are not successful because of James. They are experts in their field, and are successful because they know what they are doing.
The same goes for Martino Tire. Yes, the dealership may add some sales if it decides to partner with the Heat, but would that save it if President Andy Martino didn't know what he was doing or failed to satisfy customers? No.
That brings us to Sullivan Tire Co. Inc. in Norwell, Mass, 13th on the MTD 100. New England is the hotbed of successful sports teams, and Sullivan Tire is heavily into sports marketing. Bob and Paul Sullivan love to sign celebrity spokespeople to promote their 50 retail and 15 commercial outlets.
Major League Baseball Hall of Famer Jim Rice (he has his own blog on www.sullivantire.com) and Most Valuable Player Dustin Pedroia are just two of their Bahston ad men.
But their motto tells the true story of why they are successful: "Treat everyone, customers and fellow employees, as you would a member of your family."
I hope LeBron James doesn't treat his mother like he treated Cleveland Cavalier fans.
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