National Marketing Will Make Tire Pros a Consumer-Recognized Brand
The Tire Pros franchise program of American Tire Distributors Inc. (ATD) is in the midst of a transition from a coast-to-coast network of independent tire dealers to a national retail brand.
Executives reviewed 2015 and previewed 2016 for dealers attending the Tire Pros National Dealer Business Conference Feb. 21-23 in San Diego, Calif.
Tire Pros added 69 locations in 2015 to end the year with 704 locations in 44 states. By the end of 2016, the franchise expects to have 785 stores in 48 states.
“Growth is good for all of us and very important as we establish credibility and recognition in the industry and in consumers’ minds,” Tire Pros President Dan Brown told dealers. “The goal of the national advertising program is to develop Tire Pros into a consumer-recognized brand.”
Tire Pros began its national advertising program in 2015 with a $1 million contribution from ATD. Dealers also contributed to bring the advertising spend to about $1.75 million last year. ATD has committed $1 million to national advertising for 2016.
In addition, Tire Pros will place more emphasis on the broadcast and digital components of its college athletic conference sponsorships in 2016.
The national efforts complement about $15 million spent by dealers in advertising and marketing in their local markets last year.
The Tire Pros marketing messages center on a hassle-free purchase experience from a locally owned business.
Bob Bittner, director of store operations, told dealers that leveraging national, regional and marketing assets connects the dots for consumers.
“The consumer has to be able to associate what they see and hear in national advertising with something on the local level. That’s why identity is important, that’s why telling the Tire Pros story is important, and that’s what it will take to transition this network to a competitive retail brand.”