Tire Pros 'hassle-free' marketing campaign debuts
HUNTERSVILLE, N.C. — Three new marketing tools — ads for television and radio and social media videos — are among the tools now available to Tire Pros dealers as part of a million-dollar marketing campaign designed to promote the group's new slogan: Hassle-free. Guaranteed.
Tire Pros dealers can use the material to advertise their business and drive traffic to their stores, according to American Tire Distributors (ATD) Inc., promoter of the Tire Pros program.
The marketing campaign, developed by ATD after extensive consumer research, as well as in collaboration with Tire Pros' Mission-Based Councils (MSB) and National Dealer Councils (NDC), was previewed in February during Tire Pros' annual conference, which was held in San Antonio.
With 725-plus locations nationwide, Tire Pros is one of the largest networks of allied independent tire dealers in the U.S.
"This campaign is a tribute to and investment in our franchisees, who truly are the beating heart of our business," said Ron Sinclair, president of Tire Pros and senior vice president of retail strategy and partnerships for ATD.
"We've made a promise to deliver hassle-free service, and Tire Pros franchisees are making that promise a reality every day. That's the message we're sending to consumers all over the country through this ad campaign."
Tire Pros' agency of record, Charlotte-based Luquire George Andrews Inc. (LGA), also helped to develop the campaign, which features several assets, including a commercial that previewed earlier this summer and began airing this week across streaming TV and video platforms Hulu and Tremor.
The commercial promotes Tire Pros as part of a return to simplicity, without hassles. "Your first set of wheels didn't come with complications, or strings, or hassles," the voiceover says. "It can be that way again."
A series of social ads, entitled "Said no one ever" will debut over the next few weeks as well, with each ad featuring everyday hassles such as a flat tire or flashing engine light disrupting life, such as major milestones and adventures. The ad includes Tire Pros' promise to protect consumers from unnecessary roadblocks.
The campaign, which also includes online video and print material, will be available for use in dealers' local markets as well as in regional campaigns.
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