Retail

Tire Pros Dealers Raise Money For Cancer Research

Posted on October 1, 2015
Participating Tire Pros dealers are offering free brake pads to consumers in October as part of a program to raise awareness and financial support for breast cancer research.
Participating Tire Pros dealers are offering free brake pads to consumers in October as part of a program to raise awareness and financial support for breast cancer research.

Independent Tire Pros dealers from coast to coast are partnering with nonprofit organizations this fall to raise money for breast cancer research.

Tire Pros Francorp, an American Tire Distributors Inc. (ATD) subsidiary, has teamed up with national partners and charities to create turnkey cause-marketing programs for its member dealers to participate at a local level. This fall's programs to support breast cancer research are the latest efforts by Tire Pros dealers to support their communities.

For the second year, Tire Pros will help “Wipe Out Breast Cancer” by selling premium quality pink and black colored wiper blades from AutoTex (www.autotexwipers.com) at participating stores nationwide. During the month of October, a portion of the AutoTex PINK sales at participating Tire Pros locations will be donated to the National Breast Cancer Foundation.

In addition, Tire Pros has linked up with Brakes for Breast, an organization in its fifth year that has raised more than $220,000 across the country for Dr. Vincent Tuohy and the Cleveland Clinic Breast Cancer Vaccine Research Fund. During October, in honor of Breast Cancer Awareness Month, participating Tire Pros locations will offer free brake pads to consumers to help raise awareness and financial support for breast cancer. The brake pads are generously donated by local parts suppliers nationwide and given away to customers for free. The labor and any additional parts needed for the brake service is paid for by the consumer. At the end of the promotion, each Tire Pros store will donate 10% of total brake services to the Cleveland Clinic Breast Cancer Vaccine Research Fund.

Dr. Vincent Tuohy, who has spent the last 11 years working on a breast cancer vaccine that would both prevent the disease and keep it from recurring, has secured enough funding to move the drug to clinical trials. Dr. Tuohy is an immunologist at the Cleveland Clinic’s Lerner Research Institute. For more information visit BrakesforBreasts.com.

During October, participating Tire Pros dealers are donating a portion of sales of AutoTex Pink wiper blades to the National Breast Cancer Foundation.
During October, participating Tire Pros dealers are donating a portion of sales of AutoTex Pink wiper blades to the National Breast Cancer Foundation.

Beyond national programs, several regional groups of Tire Pros dealers teamed up to support a cause during the summer of 2015. In Birmingham, Ala., the Warren, Warrior, A&R, Southern Rubber, Cahaba and McGriff Tire Pros dealers united for the “Tires for Tatas” program. They raised more than $7,200 for breast cancer research through the Susan G. Komen Foundation of North Central Alabama. As part of the campaign, each shop donated $2 for every tire sold in the month of July to the foundation to provide support and educational services to cancer patients. Each dealer received a point-of-sale kit that included a large outdoor banner and creative files to incorporate in their local marketing efforts.

“Doing things like this is the right thing to do…and who out there is not for finding a cure for breast cancer? I can’t think of anyone,” says Bryant Gilmer, owner of Southern Rubber Tire Pros in Birmingham. “This is something I foresee us doing annually because it made our community aware that we are here to serve them, not just to make a buck.”

In the central River Region of Alabama, several Tire Pros dealers, including Gipson’s, Wetumka, Toulouse and Sexton Tire Pros, united for a similar “Tires for Tatas” program in August. Proceeds benefited the Cancer Wellness Foundation of Central Alabama. Similar to the others, each shop donated $2 for every tire sold in the month of August to the foundation that also provides support and educational services to cancer patients. With the help of the Tire Pros marketing team, the Tire Pros dealers launched an advertising campaign that included broadcast TV, web and social strategies. The Tire Pros dealers of Central Alabama raised more than $7,400 for the Cancer Wellness Foundation of Central Alabama.

“The campaign was a huge success. It makes me feel good that we are part of the community. Montgomery and the River Region have been great to us so it feels good to give back to them, especially people in need. I supported this campaign because I want people to know how much we appreciate them as customers,” says Ronnie Sexton, owner of Sexton Tire Pros in Montgomery.

One of the central messages that Tire Pros uses in their marketing is “Feel Good, Buy Local,” showcasing the emotional connection from supporting local stores, local people and local economies.

“Our dealers’ commitment to community is a common bond that unites Tire Pros dealers across the country and is intertwined in our brand’s DNA. We are proud of our dealers and for being locally-invested in the people and organizations where we work, live and play,” says B. Quick Chadwick, director of marketing for Tire Pros.

In July, four Tire Pros dealers with five locations in Chattanooga, TN including Johnson, Quality, Barnes, Premier Tire Pros, launched a “Treads for Hope” campaign that raised more than $7,100 for the Austin Hatcher Foundation, an organization dedicated to erasing the effects of pediatric cancer and optimizing each child’s quality of life. Participating dealers donated $2 per tire sold throughout the month to the foundation. The campaign generated several media mentions including a clip on TV from WTVC News Channel 9 (ABC affiliate).

“We don’t just take care of cars, we take care of people,” says Lynn Massengill, owner of two Premier Tire Pros outside of Chattanooga in Ooltewah and Cleveland, Tenn. “Getting involved in our community is the one thing we’ve always done. We enjoy it because we’re supporting the community that supports us.” Massengill actively promoted the campaign in-store and on social and other web strategies. “Customers loved it and we engaged in several conversations where they thanked us for giving back,” he says.

“With nearly 700 locally-owned stores nationwide, we understand the importance of investing in our communities and keeping our dollars and energy localized,” says Chadwick. “Because our dealers support and engage with causes at all levels - local, regional and national – that gives us an opportunity to share our story and show our commitment to our communities, and that’s what makes us truly different and better,” said Chadwick.

For more information about Tire Pros commitment to the cause and its communities, contact B. Quick Chadwick at bqchadwick@atd-us.com.

Related Topics: Breast cancer, cause-related marketing, charitable donations, Tire Pros

Comments ( 1 )
  • preston

     | about 2 years ago

    while raising money for a cure for breast cancer is a great thing for you to do, I think the name of your campaigns is pretty insensitive and in bad taste. "Brakes for Breasts" and "Tires 4 TATAS" is not sensitive to the people who have had to fight this disease . Brakes or Tires for a cure would be much better. My family has been touched by this terrible disease . I hope someone wakes up and makes changes to be more sensitive to patients and their families.

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