Magazine for the professional tire industry
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MTD January 2016 Walmart is 'driving customers to my door' Dear Editor, I can certainly sympathize with the Herchick family (per your editorial in the November 2015 issue of Modern Tire Dealer). Having only started eight years earlier, we can all look back at beter times. We, too, are in the same boat as the Her- chicks — whereas they have auto service to supplement tire sales we have the retread- ing to help. Tere is no way we could survive at selling new tires only. I can only suggest something that I am sure they must be doing already, and that is maintain quality, friendly service and assistance. Tat alone creates a diference between your store and say, a Walmart or other chain. I cannot tell you how much help Walmart's lousy service department has given us, driving customers to my door. And our county has fve of them! Dave Richards Jr., President Canton Bandag Co. Canton, Ohio Question of the month Each month we ask members of our National Advisory Council (NAC) a question or questions on a current hot topic. Tis month we asked, "NASCAR , Major League Baseball, National Football League. Do you fnd tire companies' involvement in sports marketing helpful? How do you tie in with their promotions? Is one sport beter than another in your area? Which one and why?" Here are some of their responses. 1. I do not fnd much direct feedback from my customers concerning tire companies' involvement is sports. I cannot remember the last time a customer asked about an ad he or she saw while watching sports. Tat said, yes I believe advertising on sports broadcasts helps sell automotive service and tires. As for the sport, hockey is beter for the northern states and Canada, and golf is beter for the southern states. 2. I feel that the tire manufacturers' involvement in sports marketing is good. A lot of people are passionate toward their sports teams and drivers. Te continual advertising in this feld helps people feel familiar with the product. Hankook was put on the map with this kind of marketing. We support the manufacturers' promotions and rebates that, in turn, support this kind of marketing. 3. I think NFL is the best in this area, followed by college football, then Major League Baseball. We try to mimic any promotions they may have running. 4. I don't think tire manufacturers tie their promotions in very well to the feld! Tere are no POS displays in any of the retail outlets that tie their sports marketing together, nor do they do promotions or promote their activities to the street! I think it is a big waste of money unless it can be tied into a yearly event at the retail counter! 5. When Goodyear learns something on a NASCAR racetrack, invariably those lessons and technology are eventually rolled into consumer tires. With one of the most recognizable brands in the world, high visibility with NASCAR and many other sporting events with aerial coverage provided by the Goodyear blimp — we fnd our brand's sports marketing very helpful in not only building the brand but by keeping our brand on the top of people's minds. What's on your mind? We also asked our NAC what was on their mind. They responded with: I would love it if you did a story on Sandone Tire, in Scranton, Pa. In late August 2015, Sandone Tires' warehouse caught on fre. Teir entire tire inventory was ruined. Pat Sandone and Mike Sandone are of retirement age. Tey had the perfect opportunity to retire from a successful career owning a tire business. I talked with them to give them my support in any way. Tey told me that they could not quit. Tey had a lot of employees and quiting was not an option. Tey could not turn their backs on the people who helped them build a successful tire business. Te Sandone brothers have made me proud. It is nice, in this day and age, to see people with such integrity and ethics in our industry. Jef Cohen, Co-owner Traction Wholesale Center Bensalem, Pa. W hat's still on my mind is the 1,000 year flood event earlier this year across the midlands of South Carolina. It has removed a substantial amount of disposable income from the marketplace. Consumer purchases of tires and services seem to be adversely afected. Tripp Lee, General Manager Frasier Tire Service Inc. Sumter, S.C. Your turn Join Modern Tire Dealer's National Advisory Council Each month, Modern Tire Dealer is guided and infuenced by a select group of readers — members of our National Advisory Council. Tese members' opinions are the heart of the monthly Your Marketplace column, compiled by industry analyst Nick Mitchell. If you'd like to join this prestigious group, please let us know. We'd love to hear from you. Contact Editor Bob Ulrich at Bob.Ulrich@bobit.com or call (330) 899-2200, ext. 11. 98