Bridgestone Firestone needed a communications vehicle to convey basic tire information as well as selling strategies to retail sales associates whose primary business IS NOT tires (i.e., automotive dealership service writers, brake & muffler shops, service stations). The theory was, “The more they know, the more they will sell.”
The program began with a series of six direct mail “guides” that were distributed bimonthly and neatly summarized a particular aspect of tire nomenclature and/or tire sales. As an incentive to participate, each mailer incorporated a simple quiz and bounce back reply card that entitled the sales associate to receive a ProCert gift.
Mark Scot was called upon to provide a number of different options for the gift. They chose a multi-purpose tool and a cooler bag that we presented. Because of the significant quantities ordered and the long lead time available, Mark Scot was able to source them overseas for Marketing Alternatives, at considerable savings over domestic sources.
Bridgestone Firestone reports that, since its inception, with the addition of the incentives, participation in the ProCert program has increased nearly 78%, resulting in increased sales of tires for Bridgestone Firestone.
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