Fun in the Sun

TCI Is More Streamlined, Wants More Dealers and Has Several New Promos

What’s wrong with heading to Cabo San Lucas, Mexico, in the middle of February? Absolutely nothing as far as Tire Centers Inc. (TCI) is concerned.

TCI held its sixth Great Escape incentive trip, this time in the Mexican resort town Feb. 17-21. In total, 121 dealer couples were able to attend.

"I am very proud of the progress and success of the small tire division of TCI," said Dave Snyder, vice president of small tire marketing and sales. "This trip is becoming like an annual family reunion for most of us."

For five days, dealers and their spouses were able to golf, shop, go deep sea fishing, jet ski riding or simply lounge in the sun. It was an excellent opportunity for dealers to unwind.

But in and amongst the relaxation, TCI held an informal business meeting to update dealers with everything that’s going on at TCI. "I promise I won’t take long," Snyder said.

The meeting covered TCI’s organization, its dealer council, promotional schedule and even the location of its next dealer trip.

"TCI was reorganized last year to focus on our specific trade channels and their core business," Snyder said. "This reorganization, a year ago in January, has separated our sales channels into commercial, which includes MRTI retreading, and small tire distribution. This change has enabled TCI to really specialize on each of our core business segments."

Snyder also highlighted TCI’s organizational chart for its small tire distribution. Offad Vallejo, director of T3 marketing; Richard Schneiderman, manager of small tire operations; and three regional field directors report to Snyder. Distribution center managers and dealer development managers report to the regional directors.

"This organization is streamlined, focused on consistent goals and is very responsive to the needs of our customers," Snyder said.

Dividing the country up into three regions – East, Central, West ®“ TCI has 30 small tire distribution centers located across the U.S., including one in Alaska. "As you can see, we are definitely a national small tire distributor," Snyder said.

The discussion then turned to the T3 Certified Tire Center program, which was rolled out in the fall of 2000. What started with 126 dealers has increased to 387 T3 dealerships currently. TCI hopes to have 450 T3 locations by the end of the year.

"Our T3 program provides dealers with the showroom look, regularly planned advertising and promotional support, employee training and other elements they need to create that good tire buying experience," Snyder said. "This dedication to constantly improve customer service must continue to secure our futures together."

TCI also convened its second T3 Dealer Council meeting while in Cabo. Ray Hamel, Rocky Harbison, Joe Johnson, Lori Peterson-Payne, Rob Pickrell, Jeff Pohlman, Mark Rinderle and Bill Ross spoke for all dealers about what can be done to improve T3.

"Their mission is to represent you, to give us advice and suggestions, which will help make the overall T3 program more valuable," Snyder said. They offered "great input and suggestions for the T3 programs."

Snyder then highlighted the 2003 promotional schedule that includes:

®′ Customers receive a Palm Pilot with the purchase of four Michelin tires. Runs Mar. 30 through May 10.

®′ An exclusive T3 promo will consist of a $30 to $50 mail-in gift with the purchase of four Michelin or BFGoodrich tires. Runs May 18 through July 5.

®′ Customers can choose between an Ultimate Tailgate Kit, a Bonspeed Camber watch or a portable MP3 player with the purchase of four BFGoodrich tires. Runs July 20 through Aug. 30.

®′ Customers will receive a gift valued at $100 with the purchase of four Michelin tires. More details later. Runs Aug. 24 through Oct. 4.

And just to keep with the theme of tropical incentive trips, TCI announced next year’s dealer trip will be held on the Hawaiian island of Maui.