Skip to main content
EVENT TRACKER
Keep track of rescheduled, canceled industry events with our COVID-affected event tracker - Powered by Snap Finance
Close
Sister Publication Links
  • Rubber & Plastics News
  • European Rubber Journal
tb-logo
Subscribe
  • Login
  • Register
  • Subscribe
  • News
    • OPINION
    • CORONAVIRUS
    • AUTO INDUSTRY
    • BUSINESS/FINANCIAL
    • COMMERCIAL TIRE
    • FACTORY FIXES
    • GOVERNMENT & LAW
    • INTERNATIONAL
    • MOTOR SPORTS
    • NEW PRODUCTS
    • RETAIL TIRES
    • SERVICE ZONE
    • SEMA/AAPEX
    • SMALL BUSINESS
    • TIRE MAKERS
    • SPONSORED CONTENT
    • New round of Paycheck Protection Program funding opens
      Vaccine may usher sense of normalcy
      Cover-up: More retailers requiring face masks to curb COVID
      USW alleges COVID-19 violations at Kumho plant
    • Conti starts production of ‘HL' load index tires for select OE customers
      GM banking on 'BrightDrop' EV to build commercial van business
      Stengel promoted to president of NAPA parent Genuine Parts Co.
      Former auto exec Tyrone Jordan joins Cooper board of directors
    • Linglong planning U.S. launch of 'Hubtrac' truck tire brand in 2021
      COVID-19 takes huge bite out of European tire markets in 2020 —ETRMA
      U.K. race series extends contract with Goodyear through 2026
      New round of Paycheck Protection Program funding opens
    • Linglong planning U.S. launch of 'Hubtrac' truck tire brand in 2021
      Evolving delivery trends good for CV tire sector — Cooper exec
      Conti adding light-duty products to General Tire OTR tire lineup
      GM banking on 'BrightDrop' EV to build commercial van business
    • New stimulus package fixes PPP loan confusion
      USW opposes Taiwan tire makers' dumping counterproposal
      New round of Paycheck Protection Program funding opens
      Taiwan tire makers propose settlement of import duties case
    • OK Tires adds Cooper, GT Radial passenger tires, Michelin, BFGoodrich commercial tires
      Linglong planning U.S. launch of 'Hubtrac' truck tire brand in 2021
      Global OTR Library adds wheels, rims to portfolio
      Conti starts production of ‘HL' load index tires for select OE customers
    • U.K. race series extends contract with Goodyear through 2026
      Goodyear Racing staying on track
      General Tire Canada renews sponsorship deal with Raceline Network
      Indy Autonomous Challenge: High-speed, head-to-head, no drivers
    • Linglong planning U.S. launch of 'Hubtrac' truck tire brand in 2021
      Hankook doubles size range of Ventus V2 all-season UHP line
      Conti adding light-duty products to General Tire OTR tire lineup
      Goodyear-brand belts back on the market under licensing arrangement
    • OK Tires adds Cooper, GT Radial passenger tires, Michelin, BFGoodrich commercial tires
      Wholesaler K&M Tire hosts virtual dealer conference
      Hankook doubles size range of Ventus V2 all-season UHP line
      New stimulus package fixes PPP loan confusion
    • AMRA to host 5 educational webinars in Feb., March
      Shocks/struts maker KYB unveils video training series
      Bauer Built completes expansion at Neb. facility
      Marinucci: Basic steps to email efficiency
    • WTC hosting webinar Jan. 20 on load-capacity standards
      Denver's Brian Sump named AAPEX Shop Owner of the Year
      DUB, TIS Wheels founder Myles Kovacs is SEMA Person of the Year
      AAPEX: Using social media to promote your business
    • New stimulus package fixes PPP loan confusion
      Vaccine may usher sense of normalcy
      2020 Review: PPP loans give boost to small businesses
      Latest COVID relief bill includes $325B in small-business support
    • Linglong planning U.S. launch of 'Hubtrac' truck tire brand in 2021
      Papadimitriou to leave position with Pirelli after six months on job
      SRNA increasing prices on Dunlop motorcycle tires
      Sentury Tire hires Martin Winter as global OE technical director
    • Sponsored By Yokohama Tire Company
      7 questions to ask consumers when they need tires for a crossover SUV
      Sponsored By Yokohama Tire Company
      Stocking Tires for Crossover SUVs
  • SHOP FLOOR
    • BALANCING
    • DEMOUNTING
    • SAFETY
    • TIRE REPAIR
    • TPMS
    • TRAINING
    • VEHICLE LIFTING
    • WHEEL TORQUE
    • Video: Balancing Tire
      Safety tips for wheel balancing
      An introduction to wheel balancing
      Wheel weights: Balancing form with function
    • Video: Demounting
      Making rims ready for a tight seal
      Tire changer types, tips and trends
      How to clear rim rust and corrosion
    • Video: Safety
      Ergonomics on the shop floor
      Customers
      Considerations for shop safety policies
    • Video: Tire Repair
      Staying safe when repairing a tire
      Essential tools, materials and equipment for tire repair
      An introduction to tire repair
    • Video: TMPS Service
      Replacement TPMS sensor overview
      The life-saving work of TPMS
      An introduction to TPMS service
    • Video: Training
      Options and resources for CE tech training
      Internship ideas to attract tech talent
      Choosing the right auto service tech school
    • Video:Vehicle Lifting
      Tips and recommendations for lifting safety
      The gravity of proper lift points
      Safety essentials when using jack stands
    • Video: Wheel Torque
      The danger of too much, too little torque
      The importance of torque specifications
      Introduction to proper wheel installation
  • Multimedia
    • VIDEOS
    • PHOTOS
    • PODCASTS
  • Events
    • ASK THE EXPERT
    • LIVESTREAMS
    • WEBINARS
    • SEMA LIVESTREAMS
  • Data
    • DATA STORE
  • Resources
    • DIRECTORY
    • CLASSIFIEDS
  • ADVERTISE
  • DIGITAL EDITION
MENU
Breadcrumb
  1. Home
  2. News
August 05, 2013 02:00 AM

Counting on 'Carma'

Bruce Davis, Tire Business staff
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print
    Big O ITres.
    Big O Tires' current television advertising features a 'typical' Big O technician touting the 'carma' drivers can get by having their vehicles serviced at a Big O location.

    PALM BEACH GARDENS, Fla. (Aug. 6, 2013) — TBC Retail Group is counting on "carma" to generate business for its Big O Tires franchisees and generate interest in attracting new franchisees to the Big O network.

    "Carma" is the theme of Big O's current television advertising campaign — showing vignettes of customers whose cars are "protected" from the elements, wayward shopping carts, etc. by the "aura" of having been serviced at a Big O dealer. But that concept could just as easily be applied to TBC's efforts to build the Big O network after a few years of consolidation.

    Claiming the North American automotive aftermarket is "ripe" for small business owners, TBC has launched an incentive-based initiative to expand its Big O Tires, Midas and SpeeDee Oil Change & Tune-Up brands in the U.S. and Canada to meet the needs of motorists in emerging markets.

    TBC is offering potential franchisees to any of the three brand programs a $10,000 discount on the initial franchise fee and an undisclosed discounted royalty fee for the first two years of operation, according to Bill Ketchem, vice president of franchise development since April 2012.

    That program has begun generating a lot of interest, Mr. Ketchem said during an interview at TBC headquarters in Palm Beach Gardens, although interest has been higher for the Midas program, where the initial investment is lower.

    "(The incentive program) has been doing very well for us," he said. "We anticipate we'll have more deposits for new Midas franchises than we've had in the past 10 years….

    "The challenge for us now is to find locations (for those applicants)…."

    A key element to TBC's plans for Midas is to get most if not all of the TBC-owned franchise locations into the hands of independent owners, Mr. Ketchem stressed.

    TBC Corp. photo.

    Bill Ketchem, vice president of franchise development for TBC Corp. since April 2012.

    "The goal is to get 100-percent franchised," he said. "We expect to get there this year with Midas, where we have deals pending."

    TBC has found franchisees for about 30 of the 80 Midas units it inherited in its $300 million takeover of Midas Inc. in April 2012, Mr. Ketchem said, and has "deals pending on quite a few of those" and expects to re-franchise most of those before next March, the firm's fiscal year-end.

    The same strategy applies to the 70 or so Big O franchises under TBC control, he said, "but we won't get out fully this year." TBC has sold "seven or eight and has four to five more pending," he added.

    Independent franchisees operate more than 360 Big O locations in 20 states, predominantly in states west of the Mississippi. There also are 29 licensed locations in British Columbia.

    To elevate interest in the Big O franchise system, TBC has revamped its website — www.bigofranchise.com — with considerably more information about the program and including video testimonials from several of the system's more successful franchisees.

    Those include

    • Kevin Brooks, who owns eight stores in Colorado;
    • Bruce Cherry, a 32-year Big O veteran with six stores in California;
    • Greg Kimberlin, who owns two stores in Kentucky;
    • Bill Walker, who owns two stores in southern Indiana; and
    • Tony Williams, a former Bridgestone Retail store manager who opened his first Big O store in Mesa, Ariz., three years ago and now owns seven stores.

    "The goal was to have a more content-rich site," Mr. Ketchem said, with more content, better search engine optimization and more blog posting.

    In terms of recruiting, Mr. Ketchem said TBC is seeing increased interest from people outside the automotive industry—those "who are coming from corporate backgrounds or who were self-employed in another field."

    This is a change from years past, he said, when historically both Big O and Midas recruited people "who came up through tire or auto service fields…. We're seeing fewer of those types today," he said.

    "Big O is appealing to those with business backgrounds who can see the opportunity available."

    TBC also continues to look at converting existing dealers to its Big O system, with incentives for remodeling, sign conversion, etc. available, Mr. Ketchem said. Recently the company has seen a few instances where converting to Big O was an exit strategy for some dealers looking to retire or exit the business.

    Last year TBC offered to waive the $30,000 Big O franchise fee for qualified veterans of the U.S. Armed Forces, but thus far it has generated only limited interest in the "Vet Fran" program.

    Mr. Ketchem said TBC will continue to explore this avenue, but the realization is young veterans often face difficulties coming up with sufficient operating capital to get a business started, even with the waiving of franchisee fees.

    A worksheet on the bigofranchise.com site shows TBC recommends interested parties have $100,000 in liquid capital, a net worth of $300,000 and the ability to invest at least $225,000 to get started.

    Big O stores average about $1.65 million in annual sales, according to information on the program's website.

    TBC Retail's franchise business encompasses nearly 1,850 locations in the U.S., Canada and Mexico spread among the company's brands, including nearly 1,400 franchised, licensed and company-owned Midas-brand stores and 160 SpeeDee Oil Change & Auto Service stores in the U.S. and Mexico.

    The incentive program being offered applies to locations opened on or after Feb. 1, 2013. The franchise agreement must be signed by March 31, 2014, and the store must be opened by March 31, 2015.

    Mr. Ketchem, who joined TBC in April 2008 as financial and operations consultant for Big O, has experience on several levels, having operated his own furniture franchise stores and having worked in the financial end as well.

    As for "carma," the Big O advertising campaign that started a few months ago is the work of Barkley Advertising, which has worked with Big O for several years.

    The new campaign builds on Big O's long-standing "The Team You Trust" tagline. It features "Randy," the fictional Big O technician, who says, "At Big O we install more than just tires, brakes and oil. We install good 'CARMA.'"

    Related Articles
    Big O Tires going 'Full Speed Ahead'
    Letter
    to the
    Editor

    Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].

    SIGN UP FOR NEWSLETTERS
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    Newsletter Center

    Staying current is easy with Tire Business delivered straight to your inbox.

    SUBSCRIBE TODAY

    Subscribe to Tire Business

    SUBSCRIBE
    Connect with Us
    • Facebook
    • LinkedIn
    • Twitter
    • RSS

    Our Mission

    Tire Business is an award-winning publication dedicated to providing the latest news, data and insights into the tire and automotive service industries.

    tb-logo
    Reader Services
    • Contact Us
    • About Us
    • Site Map
    • Industry Sites
    • Order Reprints
    • Customer Service: 877-320-1716
    Partner Sites
    • Rubber & Plastics News
    • European Rubber Journal
    • Automotive News
    • Plastics News
    • Plastics News China
    • Urethanes Technology
    RESOURCES
    • Advertise
    • Privacy Policy
    • Privacy Request
    • Terms of Service
    • Media Guide
    • Editorial Calendar
    • Classified Rates
    • List Rental
    • Digital Edition
    • Careers
    • Ad Choices Ad Choices
    Copyright © 1996-2021. Crain Communications, Inc. All Rights Reserved.
    • News
      • OPINION
      • CORONAVIRUS
      • AUTO INDUSTRY
      • BUSINESS/FINANCIAL
      • COMMERCIAL TIRE
      • FACTORY FIXES
      • GOVERNMENT & LAW
      • INTERNATIONAL
      • MOTOR SPORTS
      • NEW PRODUCTS
      • RETAIL TIRES
      • SERVICE ZONE
      • SEMA/AAPEX
      • SMALL BUSINESS
      • TIRE MAKERS
      • SPONSORED CONTENT
    • SHOP FLOOR
      • BALANCING
      • DEMOUNTING
      • SAFETY
      • TIRE REPAIR
      • TPMS
      • TRAINING
      • VEHICLE LIFTING
      • WHEEL TORQUE
    • Multimedia
      • VIDEOS
      • PHOTOS
      • PODCASTS
    • Events
      • ASK THE EXPERT
      • LIVESTREAMS
      • WEBINARS
      • SEMA LIVESTREAMS
    • Data
      • DATA STORE
    • Resources
      • DIRECTORY
      • CLASSIFIEDS
    • ADVERTISE
    • DIGITAL EDITION