Tire Pros goes all in with college sports
Tire Pros is stepping up its advertising game and working to build top-of-mind awareness with consumers of its network of independent tire dealers with multi-level sponsorships and advertisements with six of the nation's top collegiate athletic conferences and networks.
The campaign began in May with Tire Pros as the presenting sponsor of the 2015 men’s SEC baseball tournament with exclusive and branded messages across multiple media platforms including television spots on ESPN’s SEC Network, streaming video on the WatchESPN app, and digital advertisements on SECSports.com.
Over the course of the second half of the year, Tire Pros will launch similar multi-layered campaigns as part of their official tire retailer sponsorships with the Atlantic Coast Conference (ACC), The Big 12, The Mountain West and the Pac 12 Championship game. Tire Pros also will appear on FOX Sports’ Big 10 Network in the fall as well as ESPN’s SEC Network.
The focal point of the campaign is television commercials. The first spot ‘unveils’ the brand by teasing viewers with a close-up, indistinguishable view of the Tire Pros logo with parts filled with member independent dealer faces, followed by key differentiator copy points, culminating with the full Tire Pros logo slamming down in stadium lights. The spot urges viewers to experience the difference at one of 660 local Tire Pros dealers near them. Dealers are able to tag the spot with their local branding. See the ad here. Other spots will follow.
As part of each sponsorship, Tire Pros dealers and their customers will have the opportunity to attend and participate in numerous sporting events through hospitality and promotional sweepstakes opportunities. Dealers will be able to promote the relationships with the conferences and the sweepstakes through point-of-sale material and across multiple channels with the help of dozens of digital creative files provided by Tire Pros marketing.
The Tire Pros regional and national dealer councils worked with the Tire Pros staff to develop the campaign. Tire Pros is a subsidiary of American Tire Distributors Inc.
“It is truly rewarding to see the result of the hard work of our dealer councils and Tire Pros team payoff with our brand being elevated to a national level,” says Hootie Gipson, Tire Pros dealer and chairman of the Tire Pros National Dealer Council. “We are the strongest group of independent tire dealers in the industry and this campaign is going to help increase brand recognition among consumers nationwide, as well as attract other high quality independent dealers to the Tire Pros franchise. It is very difficult for the independent dealer to go at it alone in this increasingly competitive and challenging industry. We’re grateful for the strong alliance and support Tire Pros gives us.”
“It’s a great time to be a Tire Pros dealer and it’s only going to get better," says Quick Chadwick, director of marketing for Tire Pros. "We’re all committed to investing in the brand and walking hand-in-hand in our quest to grow to 1,000 plus independently-owned Tire Pros dealers nationwide."
To learn more about Tire Pros, visit TirePros.com/become-dealer.