Wholesaler Terry's Tire Town Inc., an American Car Care Centers (ACCC) Inc. member distributor, is introducing a low-cost advertising program for ACCC dealers in its distribution region.
The program, announced June 18 at Terry's annual dealer meeting at its new 200,000-sq.-ft. warehouse in Alliance, offers ACCC dealers support for print advertising and electronic media as well as showroom remodeling, said President and CEO Will Tolerton. Dealers will need to make a buying commitment of $2,000 per month into the program, and Terry's Tire also will contribute funds that dealers can draw upon for showroom remodeling, he said.
``For $24,000 per year (in ad buys), they're going to get $49,000 and some change worth of advertising through the program,'' Mr. Tolerton said. He declined to give further details other than to say the distributor is signing participants and plans to launch the ad effort in the next month.
Terry's Tire has selected MCA, a firm in Massillon, Ohio, that builds and designs display systems, to help dealers refurbish their showrooms, Mr. Tolerton said.
Called Terry's/ACCC Advertising Initiative, the program means Terry's can make national and regional media buys from its in-house ad agency and then ``use the strength of many dealers to lower the price and/or meet minimum buy-ins,'' said Jeff Burke, marketing director and ACCC program manager for Terry's Tire. He said the program is available to all of the company's ACCC dealers, both rural and metropolitan, and that in some cases it will save dealers up to 40 percent in ad costs.
``This is a method to reduce (a dealer's) ad expense while increasing his exposure and offering opportunities that might have been cost-prohibitive prior,'' Mr. Burke added.
Alliance-based Terry's Tire-which has three distribution centers servicing dealers in Ohio, northern West Virginia, western Pennsylvania and New York-also operates seven retail stores in Ohio and one in Pennsylvania, with a ninth store slated to open later this year in Hartville, Ohio. There's also a commercial-only location in Youngstown, Ohio.
Last fall the company added Virginia to its distribution territory on the heels of a deal in which American Tire Distributors Inc. bought wholesale distributor Target Tire Co., then became an ACCC member distributor.
Terry's Tire relocated to its new warehouse and office center complex last November but brought in about 200 dealers in June to celebrate the opening. Mr. Tolerton said the warehouse and the new advertising initiative are all part of Terry's Tire's goal to be the easiest distributor a dealer can do business with. He said the company's top objective is to help existing customers grow in annual revenues and thus earn larger shares of their business, and he noted that nothing is more costly than replacing an unhappy customer who leaves to do business elsewhere.
``We come to work every day trying to figure out how to help our dealers succeed,'' Mr. Tolerton said.