Retail

Dealers See the Importance of Digital Marketing at the SEMA Show

Posted on November 1, 2017

The "Tires at 2: Successful Tire Dealers Share Their Secrets" seminar at the 2017 Global Tire Expo lived up to its name on Oct. 31. Before a big crowd, the two tire dealers on stage were open about how they run their businesses.

Mark Rhodes, president of Plaza Tire Service Inc. in Cape Girardeau, Mo., and Craig Wortham, general manager of Alyeska Tire in Anchorage, Alaska, were on the hot seat. The moderator was Kevin Rohlwing, senior vice president of training for the Tire Industry Association.

One of the topics of interest was the importance of collecting e-mails and phone numbers from your customers. Rhodes said his 62-store operation has close to 150,000 emails, which is a cost-effective way to keep in touch with his customers. The result? Thanks to emails and text reminders, Plaza Tire stores see each customer "at least one more time a year."

Rhodes said he also gets "massive" results from direct mail.

Wortham's eight stores have collected more than 10,000 emails with a smaller customer base, but that doesn't lessen their importance. That kind of communication, along with texting, "is the wave of the future," he said. "If you are not doing it, you are opening yourself up to your competition."

When questioned about how much price competition he can have in Alaska, Wortham said "I have to be competitive, especially against online sales."

Both independent dealerships also believe in online ratings and reviews. Rhodes said speed of service is what customers mention and rate the company on most often. "You can do something really fast and charge more for it."

The Global Tire Expo, part of the SEMA (Specialty Equipment Market Association) Show, will run through Friday, Nov. 3, at the Las Vegas Convention Center.

Related Topics: 2017 Global Tire Expo, 2017 SEMA Show, Alyeska Tire, Craig Wortham, Kevin Rohlwing, Mark Rhodes, Plaza Tire Service, TIA

Comments ( 1 )
  • Mark Anderson

     | about 7 months ago

    Great article. I agree so much that marketing is such an important strategy to ensure the growth of your businesses. While our current customers should always be your main priority, even small marketing efforts can help you expand your base. Little efforts like social media posts and post card mail campaigns can not only engage existing consumers but spread the word to new potential customers. The challenge we have struggled with is the ongoing transition from mail campaigns to email\texting with a new generation of customers. Again, great topic. -Mark Anderson, Team Torque

More Stories
News Kumho Recalls 1,773 Solus KH16 Tires

Kumho Tire U.S.A. Inc. is recalling certain Solus KH16 tires in size P225/65R17 because the tire belts may separate under severe conditions.

News The Search Is On for Tire Leaders of the Future

Modern Tire Dealer is searching for the young bright minds who are shaping the next generation of the tire industry.

News TGI Has New Cosmo Passenger and Commercial Tires for Europe

Tire Group International LLC (TGI) will introduce its second-generation private-label Cosmo brand passenger car radial (PCR) and truck and bus radial (TBR) tires to the European market at the 2018 Tire Cologne trade fair May 29 - June 1 in Cologne, Germany.

Pirelli’s new Scorpion All Terrain Plus is competing in what Pirelli Tire North America CMO Rafael Navarro describes as “a very ultracompetitive marketplace.” Direct competitors include the Goodyear Wrangler AT and BFGoodrich All-Terrain T/A KO2.
News Pirelli's Scorpion All Terrain Plus Is More Aggressive than the ATR

Pirelli Tire North America Inc. gave the industry a sneak peek of its new Scorpion All Terrain Plus at the 2017 Global Tire Expo in Las Vegas. It chose the same city to officially launch the tire in the second quarter of this year.

With the introduction of the Ecopia H/L 422 Plus, Bridgsetone says it has created a powerline to cover a wide variety of vehicles from coupes and sedans to CUVs and minivans.
Product Bridgestone’s Newest Ecopia Is Designed for Fuel Efficiency and Tread Life

The Bridgestone Ecopia H/L 422 Plus delivers a comfortable ride that’s engineered for fuel efficiency.

John Kairys, vice president and general manager of Big O Tires, says "tremendous opportunities can open up" when owners, managers and employees say one little word: "yes!"
Photo Photos: Behind the Scenes at the 2018 Big O Tires Convention

Owners and managers of Big O Tires LLC stores gathered in San Antonio, Texas, for the franchise's annual dealer meeting. Leaders pushed a big message of "saying yes" to customers, which the franchise anticipates will help it reach $800 million in sales in 2018.

Cooper says the new Mastercraft Avenger M8 UPH tire is designed to make “everyday driving fun” and offers all-season traction and soft handling.
Product Cooper's New Avenger M8 All-Season UHP Tire Offers Comfort and Speed

The new Mastercraft Avenger M8 from Cooper Tire & Rubber Co. is a W-rated ultra-high performance all-season tire with a 40,000-mile tread wear warranty.

The new Scorpion All Terrain Plus tire is developed specifically for the North American replacement market, adding to the other “Plus” product lines in the Pirelli family.
 
Product New Scorpion All Terrain Plus Has 50,000-Mile Tread Wear Warranty

The new Scorpion All Terrain Plus tire from Pirelli Tire North America Inc. for pickup trucks and sport utility vehicles (SUVs) is available in range of fitments from 16 to 20 inch sizes.

Action Tire at 309 7 Ave E in Bow Island, Alberta, is among the 200-plus tire dealers to join Point S in Canada.
News Two Tire Dealers Join Point S in Canada

The Point S expansion in Canada continues, with two stores in Alberta joining the group of independent tire dealers.

Sheila Stevens steps through a tool update in an Ateq TPMS Tech Tips video.
News 4 Reasons to Update Your TPMS Tool

Ateq TPMS Tools LC says it is important to regularly update a tire pressure monitoring system (TPMS) tool.

News Increase Productivity and Profits With Lift Accessories

Lifts are an essential tool in the bays of tire dealerships. Rotary, a Vehicle Service Group brand, says lift accessories can help technicians be more efficient, which leads to faster bay turns, more service tickets and higher profits.

News DOC Error Lowers Tariffs on Chinese PLT Tires Again

There’s been another adjustment to the tariff rates charged on passenger and light truck tires imported from China. The rates, which were lowered in March, have been adjusted downward again.

News Cooper's 1Q 2018 Net Income Drops 74%

Cooper Tire & Rubber Co. reported net income of $8 million on net sales of $601 million for the first quarter ended March 31, 2018. That compares to income of $30.5 million on sales of $643 million for the year-ago period.

Campbell Metcalfe is the new vice president of finance and operations for Triangle Tyre's U.S. subsidiary.
News Campbell Metcalfe Will Lead Finance and Operations at Triangle

Longtime tire industry executive Campbell Metcalfe has joined Triangle Tire USA as vice president of finance and operations.

News Cooper Promotes ‘Tread Wisely’ Safety Message to Teens During Prom Season

As prom season arrives across the country, Cooper Tire & Rubber Co.’s Tread Wisely program is encouraging teens to get pumped for prom by performing three tire safety checks before heading to the big dance. 

Be the First to Know

Get the latest news and most popular articles from MTD delivered straight to your inbox. Stay on top of the tire industry and don't miss a thing!