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 10 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
Continental says the VDO Redi-Sensor (SE100003A) clamp-in TPMS sensor features an aluminum clamp-in valve stem that is resistant to many road hazards and complements today’s alloy wheels. 
Product Continental’s New VDO TPMS Sensor Covers More Than 20 Million Vehicles

Continental Commercial Vehicles & Aftermarket has expanded its overall vehicle coverage for TPMS sensor applications with a VDO Redi-Sensor TPMS sensor (part no. SE10003A).

Bill Williams, center, gets ready to cut the ribbon on the company's 36th store. The company was founded in 1929.
News Jack Williams Tire Opens a 3rd Store in Lancaster

Jack Williams Tire Co. Inc. has opened its third store in Lancaster, Pa., relocating a store the company acquired three years ago from Lebzelter's Total Car Care.

News Veritech Makes Management Changes

Veritech Mfg. & Wholesale Inc. has promoted Matt Bignell to general manager, and Alex Moore has joined the Veritech team as sales manager.

News Auto Care Association Forms Partnership with American Council of Young Political Leaders

The Auto Care Association kicked off its new partnership with the American Council of Young Political Leaders (ACYPL) by hosting a seven-person delegation of rising political leaders from Australia in Washington, D.C., on July 23.

By 2022 Nokian says the U.S. plant will have the capacity to produce 4 million passenger and light truck tires a year.
News Construction Is Underway at Nokian's U.S. Tire Plant

It's been nearly a year since Nokian Tyres plc broke ground in Dayton, Tenn. The company says its first U.S. production facility remains on schedule for a 2020 launch.

News Monro Names 2 Senior Leaders

Monro Inc. has added two executives to its leadership team. Jerry Alessia, who spent a dozen years working for Goodyear Tire & Rubber Co., will serve as senior vice president of tire merchandising.

The Service Professionals General Session at AAPEX in Las Vegas will focus on building rewarding careers for auto technicians.
News AAPEX General Session Focuses on Nurturing Service Careers

Automotive Aftermarket Products Expo (AAPEX) 2018 will feature a Service Professionals’ General Session geared to tackle an important industry issue: building rewarding careers for automotive technicians and ensuring they have the skills to repair vehicles equipped with new technology, regardless of where they are employed in the automotive aftermarket.

News Yokohama Offers Consumer Rebate on New Ascend GT Tires

Yokohama Tire Corp. is offering a $70 rebate to consumers who buy four Avid Ascend GT tires between Aug. 1 and Aug. 31, 2018.

News BFGoodrich Brand Is the 'Official' Tire of Surfing Competition

Michelin North America Inc.’s BFGoodrich brand has partnered with the World Surf League to become the official tire of the Vans U.S. Open of Surfing July 28 through Aug. 5, 2018, in Huntington Beach, Calif.

News Nexen's N'Fera Club Will Maintain 13 Off-Roading Trails in Big Bear

Nexen Tire America Inc.’s N’Fera Club has adopted 13 off-roading trails in Big Bear, Calif.

News Goodyear Earns $157 Million in 2Q 2018

Goodyear Tire & Rubber Co. posted net income of $157 million on net sales of $3.8 billion for the second quarter ended June 30, 2018. That compares to income of $147 million on sales of $3.7 billion in the second quarter of fiscal 2017. The company’s income-to-sales ratio for 2Q 2018 was 4.1%.

News More on ATD's Reorganization in Huntersville, N.C.

When CEO and President Stuart Schuette recently explained to American Tire Distributors Inc. associates why the company was downsizing its Field Support Center, the letter was long on strategic intiatives and short on details.

News Phil Pacsi Retirement to Result in Bridgestone Americas Marketing Leadership Changes

Bridgestone Americas Inc. has made several leadership changes to its marketing organization for the company’s consumer tire business and Bridgestone Retail Operations (BSRO). These changes follow the announcement that Phil Pacsi, vice president, sports/events marketing and training, will retire after 36 years with the company, effective Sept. 30, 2018. 

News Monro Acquires More Stores and Improves Sales

Net sales, comparable store sales and net income were all up at Monro Inc. during the company's first quarter of fiscal year 2019.

With a focus on long wear, fuel efficiency, and best-in-class wet braking, the TrueContact Tour is designed to offer improved performance in several areas versus its predecessor.
Product Continental Introduces All-Season TrueContact Tour

The new TrueContact Tour all-season tire from Continental Tire the Americas LLC is designed for passenger cars, minivans, and small CUVs.  

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!