Tire dealer marketing groups and tiremakers are extremely dependent on each other. Marketing groups could not – would not – exist without good, saleable and profit-building products.
Tiremakers, on the other hand, relish the opportunity to gain access to a group of strong dealers invested in the success of their businesses.
It’s a win-win opportunity, but getting that last “win” – the one with the ultimate customer – takes a cooperative push.
As with most marketing groups, American Car Care Centers has been active with various sales promotions and incentives to drive consumer traffic and dealer sales. But not every activity was delivering the results ACCC and its dealers desired.
“After careful analysis of the various dealer promotions and incentives we have used to drive incremental volume in recent years, we identified a model that has delivered a high return on investment,” said Jeremy 
Lewin, ACCC director of marketing. “This model is based on creating excitement at each stage of the tire sales process, from wholesale distribution to the final sale to the end-user.”
Starting in the final quarter of 2011, ACCC launched a series of four “ACCC-exclusive” promotions with each of its tire partners. The first was the BFGoodrich Adventure Season Promotion in October-November 2011, which featured a wholesale sweepstakes and incentive program, a retail counter spiff, a dealer sweepstakes, a consumer gift-with-purchase offer, and a consumer sweepstakes. The prizes – seven total grand prizes for both dealers and consumers – gave winners the opportunity to choose between an ATV, a personal watercraft and an off-road motorcycle.
Running right now is a separate promotion with MNA to support the new Michelin Defender, in which dealer and consumer prizes range from Oakley sunglasses, Blackberry Playbooks, tire displays and a customized 2012 Smart Passion Coupe.
Lewin said later this year, ACCC will launch similar multi-level promotions with Continental Tire the Americas and Yokohama Tire Corp.
Lewin said that so far, ACCC’s detailed approach to each part of the supply chain – wholesaler to retail dealer to consumer – has been effective, delivering stronger results for ACCC member distributors and the group’s tire manufacturer partners.
