NASHVILLE, Tenn. (Sept. 15, 2005) — Bridgestone/Firestone (BFS) has launched its fall promotion for dealers under the tagline, “Need New Tires, One Hundred Dollar Tire Sale.”
The marketing campaign, which kicked off today and runs through Oct. 15, offers four Firestone FR380 radials, size P155/80R13, for $100 or up to a $100 mail-in rebate offer with the purchase of select Bridgestone Dueler light-truck tires.
In an interview with Tire Business from Tokyo earlier today, Phil Pacsi, executive director, North American consumer tire brand marketing for BFS, said the new promotion rides on the coattails of a similar promotion the Nashville-based tire maker used last spring for its dealers. The latest is meant, in part, to capitalize on the traditional fall light-truck tire selling season, he said.
Included in the fall promo are the company's most popular Dueler radial tires: the Bridgestone Dueler H/P; Bridgestone Dueler H/L Alenza; Bridgestone Dueler A/T Revo; Bridgestone Dueler A/T; Bridgestone Dueler M/T; and the new Bridgestone Dueler H/T.
“Our plan in offering a choice of advanced technology Dueler lines is to expand our customer base for Bridgestone brand tires,” Mr. Pacsi said in a press release.
The company's independent “family channel” dealers, as well as its company-owned Firestone outlets, have received a sales kit that includes a re-issue of BFS's “Dueler Ruler.” It's a “slide rule” merchandising aid to assist retailers in gauging proper light truck and sport-utility vehicle tire fitments and recommending the proper Dueler tire to match a customer's driving style and needs.
Other tools in the kit include a CD with a selection of television and retail radio spots promoting the sale, and brochures outlining the program.
Mr. Pacsi said the company's month-long advertising blitz will target 40 key markets nationwide, with TV ads focused on cable channels, rather than network television.
While the fall tire sale will be BFS's last big promotion of the year, he told Tire Business the company has already begun shipping winter tires to its dealers and will follow-up with specific ads for its Blizzak snow tires.
Last spring's tire sale promotion—which covered a broader line of tires—produced “very, very good results” for dealers and the tire maker, Mr. Pacsi said. Although he wouldn't give specific sales figures, he did say the “numbers on all the sales lines spiked” considerably. Many dealers reported they were “selling up” to consumers who came into dealerships for the sales tires, then opted for a more expensive product, he said.
The company is hoping for similar results with the fall sale, Mr. Pacsi added, as patrons drawn in by the Firestone tires on sale will end up instead choosing a Bridgestone brand.