FORT WAYNE, Ind. — McMahon's Best-One Tire & Auto Care advertises its customer service, its family atmosphere and, yes, its tires. But this year the dealership also promoting its involvement in the Fort Wayne community: donating more than $100,000 last year to about 37 non-profit organizations.
In its TV ads, the dealership has highlighted several of the organizations it supports and promises to continue to support.
"We wanted to do something that was feel-good, especially coming out of COVID," said Nikki Phillips, director of retail development, who also handles marketing.
"We wanted to show we're here, not just to service your vehicles and sell you tires, but we're investing back into the community you live in, and that's our focus. We want to provide the best service to you, but we also want you to know that we're putting that money back into where you live, into organizations that matter, that we support, that you support."
Phillips joined the dealership about nine years ago to bring its marketing in-house and create a more personal feel to its advertising.
She said McMahon's wanted to create "that connected feel that we're in your community. We're a part of what you guys do. Our employees are out there living with their families here in the same community, and you're putting money back into where you live.
"Everywhere we go people know that name, McMahon's Tire. It's just so easy to be able to connect with people because we're a family-run organization, and we're growing so rapidly," she said.
Phillips said the main focus of the dealership's marketing is top-of-mind awareness and to make sure the dealership is seen in the community.