As dealerships begin planning their calendars for the new year, the Iowa Tire Dealers Association is suggesting its members may want to consider sponsoring events coinciding with National Tire Safety Week, which will take place April 25 through May 1.
Until February, the Rubber Manufacturers Association (RMA), which sponsors the annual event, is recruiting tire retailers to participate in the program.
In a recent issue of its Making Tracks newsletter, the ITDA, based in Des Moines, urged dealers preparing for 2004 to consider a ``successful marketing event'' similar to one put on by R&W Tire in Boone, Iowa. The ITDA said that in conjunction with Tire Safety Week, the dealership teamed with Bridgestone/Firestone and the Boone County Landfill to give free inspections of tires on passenger cars and light trucks.
Over five hours, R&W Tire provided inspections for 125 vehicles. Each participating motorist received a free tire pressure gauge, pens, tire safety information and balloons and coloring books for children. The dealership also gave participants a store coupon with discounts for follow-up services including: free tire rotation and inspection; 50 percent off professional tire repair; free balancing with a new tire purchase; $7.50 off each guaranteed used tire; a free alignment check; and 50 percent off four ``buff and seal'' aluminum wheels, according to the ITDA.
For extra visibility, the dealership used a large parking lot by a pharmacy on the main street in Boone, and the event was heavily advertised in the local media.
The event was so successful, according to the ITDA, R&W plans to hold it every year. The association told dealers this type of event ``is an excellent positioning concept for a tire store. You're letting the public know that you're interested in safety and are willing to give out free information about how to treat tires so that they last even longer.''