Bob Ulrich

Editor

Bob Ulrich was named Modern Tire Dealer editor in August 2000. He joined the magazine in 1985 as assistant editor, and has been responsible for gathering statistical information for MTD's "Facts Issue" since 1993. He has won numerous awards for editorial and feature writing, including five gold medals from the International Automotive Media Association. Bob earned a B.A. in English literature from Ohio Northern University and has a law degree from the University of Akron.

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World Series game is a sign that sports marketing works for Dobbs Tire & Auto Centers

By: Bob Ulrich

Well, what do you know. Bottom of the eighth inning, one out, and St. Louis Cardinals outfielder Allen Craig at the plate. The Texas Rangers are leading the Cardinals 7-4 in the sixth game of the World Series, and Craig hits a home run to make it 7-5.

As the home run lands into the stands at Busch Stadium in St. Louis, Mo., it clears the huge Dobbs Tire & Auto Center sign. Millions of people see the red "Dobbs" on the yellow background (see photo). The Cardinals rally to win, and in television replay after replay around the world, Dobbs gets airplay.

"They can't get away from showing the Dobbs!" says President David Dobbs. "That sign has been there for years and years."

And Dobbs Tire & Auto Centers Inc., a 38-store chain based in High Ridge, Mo., has benefited.

When asked if sports marketing helps his 35-year-old business, he says "Absolutely, 100%."

His reasoning goes beyond the customers in his waiting rooms who have been high-fiving each other during the Cardinals' amazing playoff run this season.

People like to spend money at Dobbs because "we put it back into the community." That includes high school sports in addition to professional sports teams like the Cardinals, St. Louis Rams (NFL football) and St. Louis Blues (NHL hockey).

In his office, Dobbs keeps a photo given to him by a Fox Sports Midwest regional TV network representive following the 2006 World Series, which the Cardinals won. A great catch was made under the Dobbs Tire sign, once again reinforcing the dealership's marketing direction. 

Like all marketing, sports marketing boils down to a numbers game. In its November issue, Modern Tire Dealer writes about how it has become a trend in the tire industry, especially among tire manufacturers.

What is your take? Do you believe the return on investment in sports marketing is worth it? Is the ROI greater than it is with motorsports marketing?

Related Topics: David Dobbs, Dobbs Tire & Auto Centers, Major League Baseball, Sports Marketing