New Media Marketing: Discount Tire Customer Conversion & Meaningful Consumer Relationships A New Media Success Story Bill Dunwoodie New Media Drivers License Summer 2009

Traditional Media Marketing Purchase Funnel * Purchase Funnel Courtesy Steve Cissel CEO Media Inc Traditional Media Marketing Primarily Focused on Upper Funnel: Awareness Consideration

Traditional Media Marketing Primarily Focused on Upper Funnel:

Awareness

Consideration

Traditional Media Marketing Creativity Awareness

New Media Marketing Purchase Funnel * Purchase Funnel Courtesy Steve Cissel CEO Media Inc Upper Funnel Focus is not enough Sales Conversion Meaningful Consumer Relationships

Upper Funnel Focus is not enough

Sales Conversion

Meaningful Consumer Relationships

Discount Tire Leading Tire retailer $2.5 Billion Sales* Over 700 Retail Locations Embraces New Media Marketing New Media Marketing Tire Industry Success Story * Tire Business Feb 2009

Traditional Media Marketing Website Traditional Web Sites are relatively simple Awareness Contact information On line paper Catalog

Traditional Web Sites are relatively simple

Awareness

Contact information

On line paper Catalog

New Media Marketing Step 1: Website New Media Websites Focus on Conversion Awareness How to Buy

New Media Websites Focus on Conversion

Awareness

How to Buy

New Media Marketing Step 1: Website New Media Websites Focus on Conversion Purchase

New Media Websites Focus on Conversion

Purchase

New Media Marketing Step 2: Google & Search Optimization Smart New Media Marketing Companies: Provide Timely Marketing Message focused on conversion Google Search Example: Purchase Tires

New Media Marketing Step 3: Google Maps Smart New Media Marketing Companies: Provide Timely Marketing Message focused on conversion Google Maps Search Example: Purchase Tires

New Media Marketing Step 4: Social Networking: Facebook Creating Meaningful Customer and Employee Relationships Discount Tire 4 th of July Event Facebook

New Media Marketing Step 4: Social Networking: Facebook Discount Tire uses Facebook to educate consumers on rotating tires Good for consumers Good for Discount Tire

New Media Marketing Step 5: Social Networking: You Tube Discount Tire Uses You Tube for Meaningful Customer Relationships Famous “old lady commercial” Educational Videos

New Media Marketing Step 6 & 7: Social Networking: Discount Tire is currently not leveraging LinkedIn Twitter

New Media Marketing Purchase Funnel Success at Discount Tire * Purchase Funnel Courtesy Steve Cissel CEO Media Inc Sales Conversion Meaningful Relationships with Consumers

Sales Conversion

Meaningful Relationships with Consumers

Bill Dunwoodie New Media Drivers License Summer 2009