I do not want to divide our group by introducing a social/political topic but the recent situation that occurred during a Goodyear training session is interesting. I assume most of you are aware but for those that are not this is the condensed version: During an employee training session a Goodyear employee utilized a slide presentation indicating that BLM and LGBT shirts/pins/hats are acceptable while at work but All Lives Matter, Blue Lives Matter, MAGA and other politically affiliated slogans or materials are unacceptable while at work. Another employee took a picture of this training slide, released it to the press and ultimately President Trump retaliated with this Tweet -
Don’t buy GOODYEAR TIRES - They announced a BAN ON MAGA HATS. Get better tires for far less! (This is what the Radical Left Democrats do. Two can play the same game, and we have to start playing it now!)
Again I do not want to divide us but I am wondering if any of you have been faced with a customer who declined a Goodyear tire purchase because of the above information. In my shop this past Friday a husband and wife came in requesting four new tires with “Anything but Goodyear” as their only requirement. I asked if this restriction was based on a past poor experience with Goodyear tires and they quickly referred to the training slide incident outlined above as being the reason. What have you experienced in your shops?
NOTE - The the husband and wife mentioned above did purchase four Cooper tires from me on Friday for those that are curious.
By Mail Shark
It’s critical that you understand the pain points of your targeted prospects in relation to the products and services you offer in order to be able to strategically choose the marketing content that will be most compelling for them. This will enable your client to react and consider you for their next repair or maintenance service.
For example, in a 2017 Survey from AAA, the findings show that one-third of drivers in the US could not afford a repair bill that was unexpected. 33.33% is a pretty significant number of vehicle owners that have tight budgets.
With that in mind, if you offer any type of financing options for repairs, it’s important that your marketing message contains content that informs your prospects that you have options. These options will help them get financing for their repairs or maintenance and get them back on the road fast.
Depending upon how much content and space you have available on your marketing, there are a few different ways to promote your financing.
Below are a few ideas to promote financing options on your direct mail marketing.
1. Create a burst or some other type of call out that promotes your financing option.
2. If you are listing other benefits your shop offers, you can include financing info here.
· Financing Options Available
· Quick & Easy Financing Available
· NO Credit Check Financing
3. Utilize your financing company’s info, logo, etc. to create a larger impact.
Below is an example of a new project that just came by my desk demonstrating one of the many ways to promote your shop's financing. This example shows one side of a Jumbo 8.5x10.5 postcard.
Included is a bullet point calling out “Quick & Easy Financing Options” under the: Why Choose Auto Clinic? section. Since this is a critical message, we placed it first in our bulleted list based on the Primacy/Recency Effect, in order to drive home to the consumer . In other words, people tend to recall information provided at the beginning of a list (Primacy), and end of a list(Recency) better than information presented in the middle of the list.
We then reinforced this with another message addressing their customers' potential problem: “Unexpected Repair”, & our Solution “Fix it Today! $0 Down”. In addition, we incorporated the EASYPAY FINANCE branding.
Finally, knowing that 33% of drivers may be struggling financially is also a compelling reason to have a strategic coupon offering. Giving prospects the ability to save on repairs, in conjunction with providing them financing options, can help position you as the best option for their repairs.
Executive Vice President of Sales
Email: [email protected]
It seems that Goodyear corporate stores are changing their business model from Tire and Repair Service centers to strictly tires. The franchise stores are free to continue their old business model. Around here, the corporate stores are going to close down on January 27 for 2-3 weeks for a major remodel and possibly? rebranding. They will sell tires and do alignments, but will not be able to align if they need repair parts. I've not seen any official statements on this, so I don't really know more than the scuttlebutt.
It looks like Hunter will have a great year this year as a result. I saw a brand new Hunter Revolution tire machine in one of the local stores already.
I stand to benefit from this change as we may see some of their repair business. Since I don't sell tires, I'm not a Goodyear competitor, which allows them to safely refer repair business to us. Almost everyone else around here sells tires. We refer quite a few folks to tire-only stores, so Goodyear will now be on my referral list.