Tire dealers have a lot to occupy their attention every day: employee issues, marketing plans, advertising, technology, government regulations, inventory and cash flow, to name just a few.
There never seems to be enough time to manage everything effectively. Fortunately, marketing groups exist to offer assistance that can help dealers pull everything together. With offerings that include advertising support, insurance, credit card and warranty programs, POS and store design help, and discounts on tires, tools and equipment, the groups supplement the services provided by tire manufacturers. Since many of the marketing groups offer the same or similar products and services, what should a tire dealer look for in choosing one?
The key measure is how they can help you. Do they listen to you? Do their programs offer flexibility? Do they anticipate your needs? Can they help drive customers into your shop? Joining a marketing group has been compared to joining a country club: the right group will make you feel special, take care of you and empower you as part of a group with similar concerns so you do not feel all alone facing the challenges of your business. The differentiator between groups can be the convenience of their location, the dedication of staff in handling your problems and the relationships you develop with the people serving you. It is helpful if the group advising you on a marketing plan has retail experience, understands your business and is committed to helping you to achieve success.
The measurable part is: What is the group doing for you and will it help you increase your bottom line? Less easily quantifiable is the value of the group and its relationship with dealers like you. Can it help a business see the big picture as well as deal with the little details? Look for evidence the group is addressing new trends, such as social media, that can help get your best current customers to interact with potential customers, or database management that can leverage knowledge of your customers’ vehicle history to generate additional revenue opportunities. Do the staff members understand your customers well enough to help you develop the best product screen? Do they understand your business well enough to identify your market advantage, whether it’s price, product availability or service?
In judging a marketing group, evaluate it on its ability to support your goals and to supply the back-end pieces that you may not have the time or resources to implement fully. Whether you’ve had the same marketing group for years or you are considering switching or adding, continue to evaluate how well they can meet your needs now and in the future. They exist to make the tire dealer’s life easier and to help take your business to the next level.
