3. Target Market
Our target market consists of young adults from 18-30 years of age. They have an income of at least $30,000
and are more likely to be single. They are able to experience the convenience of proximity as they live in a 10-
mile radius from at least one store location. This new target market varies greatly from TireSource’s previous
one. Only 15% of the customers were under age 30. By shifting focus to younger generations, TireSource has
access to at least 26,800 individuals.
Campaign/Media
Our campaign is focusing on the theme of “Smooth. Ride.” This idea reflects on both the consumers vehicle
maintenance and their life in general. Everything will be running smoothly. This concept will be embodied
through the use of iPhone applications, radio, Internet, and outdoor advertisements. These mediums are ones
in which our target market come in frequent contact with, and will thus be the most effective in increasing
their awareness of TireSource.
Sales Promotions/Public Relations
Through the use of sales promotions and public relations, we will increase the number of consumers who come
into the TireSource locations. For both, we will alter our original theme of “Smooth. Ride” to “Smooth.
Future,” with the goal of informing consumers of the environmental concern that TireSource portrays.
Budget
The budget we were given to work with was $140,000. After we have implemented our campaign we will have
used all but $4,790.03. The majority of our budget was spent on the iPhone Application. Radio was the next
most extensive use of the budget, followed by Internet, outdoor, public relations expenditures, and finally, in-
store banners.
4. Strengths
● TireSource consists of five locations, so the local residents have the convenience
of proximity. No matter where they are, between Medina and Canton, there is
always a TireSource nearby.
● TireSource offers many different services for all of your car needs, at competitive
prices. From checking your tire pressure, to minor engine repair, TireSource can
do it all in one convenient stop.
● Their website is easy to use, informative, and organized, so all of their information
is readily available to their customers.
● TireSource is clean and organized, with comfortable sitting areas, clean bathrooms,
and places for children to play.
Weaknesses
● Although there are five centers, the centers in Belden Village and North Canton are
relatively close to each other. Therefore, these stores can be competing for the
same customers.
● TireSource is not addressing the young adult target market in the right media.
5. Opportunities
● TireSource could expand to other areas around the highway, such as Hudson and
Stow. These areas will allow them to reach new customers.
● Another opportunity would be to expand the target market, to include people under
the age of 30. This will expand their target market to a segment that they have not
reached very well, and potentially bring more people into the store.
● TireSource is not currently pursuing Facebook followers. Therefore, they are
missing out on a large, and easy to hit, target market.
Threats
● Some of TireSource's competition have stores nationwide. This allows their
competition to have a larger advertising budget, and possibly be more well known,
thus, take away competition from TireSource.
● Some competitors have lower prices than TireSource, causing “switchers/variety
seekers” to go elsewhere.
● Technology is increasing price competition. There is some technology that will tell
you where to go for the lowest priced item. This could cause customers to try and
bargain with TireSource for a lower price.
6. The current target market of TireSource does not
Young Adults include the younger generation, so that is who
we are trying to target. Only about 15 percent
of TireSource's current customers are under
Age Range: 18-30 the age of 30, so there is a large opportunity
for customer growth. It does not matter what
Both Genders gender they are, because both men and
women drive vehicles. We would prefer that
the target audience has an annual income of
Financial: $30,000+ $30,000 or more, because this will allow them
to have some disposable income. The same
can be said about their marital status. If they
Marital Status: Single are single, or married with no kids, they are
more likely to have more disposable income.
We decided to keep the distance from each
10 Mile Radius from store low, at ten miles. This will allow
TireSource to keep their strength of proximity.
each store We have found this target audience to be a
size of approximately 26,800 people or larger.
7. Increase the average number of tires sold
TireSource is currently selling seventeen tires a day, per store, and we want
to increase the number of tires sold per day, per store to 21.
Increase the average number of customers
TireSource currently services 26 customers per day, per store, and we want
to increase the number of customers per day, per store to 30.
Increase the number of young adult users
Only about 15% of TireSource's customers are under the age of 30. We want
to increase this percentage to 20%.
Increase the number of people on Facebook
Currently, only about 90 people like the TireSource Facebook page. We want
to triple the number of Facebook users, to 270.
8. Smooth. Ride.
Our creative recommendation, for TireSource, is “Smooth. Ride.” We chose
this theme because of a couple reasons. We want the customers to have
the feeling that once they leave TireSource, their car will drive smoothly,
and there will not be any problems. Also, while they are at any of the
TireSource centers, their experience will be a smooth one.
In our theme, “Ride” can be substituted, during some marketing strategies, to
create “Smooth. Future.” This will make customers think that once they
leave TireSource, they will have a smooth ride for years to come. Also, on
some of the advertisements, it will make people think that that TireSource
is trying to help the future, to make it better for everyone.
9. iPhone Applications
Choosing the right
iPhone applications are used by much of the younger
media, to reach your generation. An application will keep TireSource
target market, is fresh in the memory of their younger customers.
important to any Radio
marketing campaign. Radio advertising will reach a large number of
We have chosen students, multiple times. It is relatively
inexpensive, and easy to create.
different media choices Internet
that we believe will
The younger generation is very fluent with the internet,
reach the younger so the internet would be an easy way to reach
generation, and catch them.
their attention. Outdoor
Outdoor advertisements will reach a large amount of
people, and will be available for people to see,
24/7.
10. The application will be used to increase the number of young customers in
each store, and increase the awareness of TireSource. The iPhone
application will show the contact information and locations of each of the
TireSource locations.
To help promote the iPhone application, TireSource can use banners at their
locations, and they can advertise on their website and Facebook.
There will be a large initial cost of $20,000, but after that, it will be relatively
inexpensive. The iPhone application will make it easy to measure how
effective it is. TireSource will be able to know how many downloads there
are, so a good goal would be 50 downloads a month, for a total of 600
downloads for the first year.
11. The iPhone application can use “Smooth. Ride.” to make its users think that
they will have a smooth ride after they visit TireSource. iPhone's are used
primarily by the younger generation, and if they download the application,
the users will have TireSource anywhere they go.
12. The radio advertisements can be used to promote car repair and car service while
our target audience is in the vehicle. The ads will make people aware that
TireSource is a fast, yet quality location to have car repair and services done.
Advertising will be done during the first and third quarter of the year, during the
evening drive time.
If TireSource advertises on 96.5 and 88.1, they are likely to hit our target market,
since these stations cater to our target market. If you place nine ads a week –
one during evening drive time during the week, and two each day on the
weekends – you will hit people while they have some spare time and are in
their car.
Station 96.5 will cost around $58,000, and 88.1 will cost about $3,500, for a total
of about $62,000. The radio advertisement can be measured when the
customers come into any of the stores. When the customer comes to the
store, TireSource can ask them how they heard about TireSource.
In the radio advertisement, “Smooth. Ride.” or “Smooth. Future.” can be used,
since it is easy to change and edit radio advertisements. Both will give the
listeners a sense that if they visit TireSource, their rides will be improved.
13. Client: TireSource
Product: Tire and Automotive Services
Title: Brake Monster
Length: 30 seconds
Writer: Zip Ad Agency
Medium: Radio
Sound: Sound of grinding brakes every time the mother stops.
GIRL: Why is the car growling?
Sound: Sound of grinding brakes every time the mother stops.
MOM: It's the brake monster, reminding me it's time for new
brakes. Time to go to TireSource!
Sound: Sound of grinding brakes every time the mother stops.
ANNCR: Tired of the brake monster in your car? Visit TireSource! TireSource, a company that
strives to obtain customer satisfaction through trained professionals. TireSource stays
grounded by helping our community, environment, and you. Visit our website to see
what TireSource can do for you. www.TireSource.com. Smooth. Ride. Smooth. Future.
14. The internet will help to increase the awareness of TireSource and bring more
people to the different stores. Using Facebook, and Groupon, more people
will learn about the professionalism of TireSource, and then go to one of
the centers for their car needs.
Facebook will cost around $10,000. Groupon will cost around $10,125. The
total cost will be around $20,125. The effectiveness of these procedures
can be measured by the number of clicks on Facebook, and the number of
Groupons redeemed.
Internet advertising will reach a large number of people, and it is easy to edit
to meet your needs. If TireSource chooses to promote with water bottles,
the internet ad can be changed to say “Smooth. future.” in accordance with
the bottles.
15. With Facebook, you can choose to target your ads towards a specific
demographic. With our demographic, you can hit about 50,000-80,000
people within a 16 to 40 kilometer radius of Akron.
Then you set a budget on how much you would like to spend each day, and
Facebook will do the rest. We spent $25 each day, for a total of about
$9,125 a year.
Google and Facebook will be relatively easy to advertise on, and inexpensive.
Also, both Google and Facebook can easily target specific people. This
will ensure that we reach our target market, and not have too much excess
wasted advertising.
Facebook Image. Digital image. Facebook.
Web. 25 Apr. 2011. <www.facebook.com>.
16. Google is also relatively easy to advertise on, and inexpensive. With Google,
you set can set a budget that you would like to spend each day, and
Google will do the rest. For both Google, we set a budget of $25 a day,
every day of the year. This means, the budget for Google will be $9,125.
We left a cushion of $875 if something were to happen.
Google can easily target specific people and this will ensure that we reach our
target market, and not have too much excess wasted advertising.
Although TireSource already works with Google, we feel that with the other
advertisements that we have planned, the number of Google searches will
increase.
Google Logo. Digital image. Google. Web.
25 Apr. 2011. <www.google.com>.
17. Groupon is another advertising and sales promotion media that would be
easy and simple to use. With Groupon, you can control how many
coupons to sell, and if there is a minimum amount you must sell in order for
the Groupons to be usable.
The average Groupon is for 50% off a product. A Groupon for TireSource
could consist of 50% off of an oil change. If an oil change normally costs
around $27, the Groupon would be for a $13.50 oil change. Out of that
$13.50, Groupon takes about half, TireSource would get the rest and that
is the only expense of Groupon. For the Groupon expense in our budget,
we took the original cost of the oil change, and subtracted the amount that
TireSource would make to get the amount lost. We then decided to only
sell 500 total Groupons, and multiplied the amount lost per oil change by
500, to get $10,125. This is the maximum cost of selling 500 Groupons.
Groupon Logo. Digital image.
Groupon. Web. 25 Apr. 2011.
<www.groupon.com>.
18. The mobile billboards will consist of a truck driving on a specified route,
carrying TireSource billboards. There will be 12 rotating advertisements
that will change every 8 seconds.
We feel that a mobile billboard is better than a regular billboard, because
more people have the chance to see it. Also, it is cheaper, and you can
have more than one advertisement.
The mobile billboard will cost $1,800 a week, for a total of $7,200 a month.
We would like to use the mobile billboard in February and March in order to
pick up sales in the first quarter.
The mobile billboards will reflect both the “Smooth. Ride.” and “Smooth.
Future.” This will put both ideas into the minds of our audience, while the
billboards drive around.
19. Has it been 3000 miles already?
Time for an
oil change.
Let the Medina
Team take care
of you.
760 North Court Street
Medina, Ohio 44256
330-723-3258
20. Want a Smoother Ride Home?
Time for new Tires.
Call the Canton Team
for an appointment
3115 Cleveland Avenue S.W.
Canton, Ohio 44707
330-484-2800
Smooth. Ride.
Smooth. Future.
21. Full service tire and auto repair
5 convenient locations near you
Medina 330-723-3258
Montrose 330-670-8000
North Canton 330-494-9600
Belden Village 330-497-8200
Canton 330-484-2800
22. Sales promotions are an easy way to get people into your store, but you do
not want people to think that there will always be a sale going on. If people
always think there is a sales promotion going on, they may only visit when
there is a promotion or decrease the quality of TireSource, in their mind.
Either way, TireSource could lose money.
One sales promotion that we came up with, deals with the water bottles that
TireSource already has. The promotion will get the word out about
TireSource, while showing the people that TireSource contributes to the
community, and is environmentally conscientious.
23. The water bottles will continue to have the phone numbers of the TireSource
centers, but on the back, there will be a coupon for 10-20% off any service.
In order to get the discount, one must bring the water bottle into any
TireSource location, where TireSource will recycle the bottle. This will do a
couple things for TireSource. First, it will get the name out, and people will
not overlook it. If the coupon were given on a piece of paper, it could be
easily thrown away, or put away in a pocket or purse. The bottle does not
allow such a convenience, and makes one look at it closely. Secondly, it
will catch onto the new green movement, and make people feel like they
are helping the environment.
The water bottles can be passed out after sporting events, First Friday's in
Canton, after people leave the Zoo, or at awareness walks during the
summer.
24.
25. To help create positive relations with the community, TireSource
can send out press releases to the local newspapers, making
them aware of the recycling that TireSource is doing. 'Going
green' is becoming important to many people, and if they see
that TireSource is going green, then they might choose to visit
one of the stores.
26. Tire Source Goes Green
Akron, Ohio, April 25, 2011- TireSource is announcing they are going GREEN,
with their recyclable water bottle campaign. The company will be handing out
water bottles at local high schools and University games and various events
around the community. The way the campaign will work, is that on the label
there will be a coupon and when you return the bottle with label attached to
recycle, you will receive 10% off any service that day.
In 2009 there was 5.1 billion pounds of plastic bottles that could have been
recycled. Of that, only 28 percent were actually recycled. When looking at
these statistics, TireSource felt that one way they could help increase the
percentage of bottles recycled was to start this recycling campaign. TireSource
not only wants to provide great service but to also provide their customers with
a clean environment.
Tire Source prides itself on giving back to the community and providing its
customers with the best service around town. Tire Source, the people you trust
and the service you expect.
27. Another set that TireSource can take towards public relations, is working with
Pi Sigma Epsilon. Pi Sigma Epsilon is a professional marketing, sales, and
management fraternity at the University of Akron. They are always looking
for marketing cases, and would be more than glad to work with TireSource.
For just a little bit of money each semester, Pi Sigma Epsilon will pass out
water bottles for TireSource, and even come up with other ideas that have
not been done yet. Pi Sigma Epsilon can promote brand awareness,
brand strength and bring in new customers.
Pi Sigma Epsilon Logo. Digital image. PSE. Www.pse.org. Web. 25
Apr. 2011.
28. Cost Budget Left
$140,000
iPhone Application $20,000 $120,000
Radio $62,010 $57,990
Facebook $10,000 $47,990
Google $10,000 $37,990
Groupon $10,125 $27,865
Mobile Billboards $14,400 $13,465
Water Bottles $3,674.97 $9,790.03
Pi Sigma Epsilon $4,000 $5,790.03
Banners $1,000 $4,790.03
29. Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec.
iPhone X X X X X X X X X X X X
Radio X X X X X X
Facebook X X X X X X X X X X X X
Google X X X X X X X X X X X X
Groupon X X X X X X X X X X X X
Mobile
X X
Billboard
Water
X X X X X X X X X X X X
Bottle
PSE X X X X X X X X
Banners X X X X X X X X X X X X
30. It may seem that most of the campaign is targeted towards college students. Although this may be true, most of the
students at the University of Akron are commuters. Many come from Canton, North Canton, Media, and other
areas near TireSource centers. If they see ads for TireSource at school, they are likely to visit a TireSource center
near their house.
Overall
The success of our campaign can be measured if TireSource sells four more tires, has four more customers,
increases the number of young customers, and increases the number of Facebook users. These can easily
be measured by looking at the statistics of the stores, or looking on Facebook and Google.
Internet
The success of the internet advertising can be measured by the number of Groupons redeemed, or the number of
clicks on Google or Facebook. Through our campaign, we are trying to increase the total number of people
who visit, especially during the first quarter.
Radio/Mobile billboard
Both the radio and mobile billboards will be used to target the audience while they are in their cars. When
customers go to a TireSource location, a team member can ask them how they heard about TireSource. That
is how the effectiveness of the radio and mobile billboards can be measured.
