Belle Tire – Overview• Belle Tire is a company that offers professional retail and commercial tire services and a holistic suite of related auto services including auto glass repair, auto glass replacement, air conditioning, brakes, alignments, batteries, shocks and struts, exhaust system repair, batteries, and oil changes.
Belle Tire – Company Overview• Belle Tire was founded in 1922, and now has over 1,500 staff operating at 90 locations in Michigan and Ohio.• Belle Tire is known around Michigan and Ohio for their discount tires and friendly services.• It is important to create a campaign that builds on Belle Tire’s advantages
New Tires, No Problem• We call this campaign “New Tires. No Problem.” This campaign will utilize the digital marketing strategy and attempt to connect with young car owners who use social media networks.• Tire shopping is not something that people like to do, we want this campaign to connect with users before they have a problem and so they know who to contact when something does happen.
Search Engine Optimization• For this campaign we will use a lot of search engine optimization and AdWords in order to increase impressions on our website and increase overall sales.• With the use of Google Adwords, along with other online advertising, Belle Tire can increase brand awareness, educate the market about their services and gather useful data about the market.
Search Engine Optimization• Because Belle Tire the business of selling tires, it is very important to invest in the key words involved with things that would cause a person to want to go to the store.• For example, you should use the word “tire” as a keyword so that people who search for tires on Google will see your website and visit your store in order to buy tires.• We will also use the keywords “new tires” and “buy tires.” – By using “new tires” people will see your site when they are searching for new tires and if they are searching to “buy tires,” they will also see your advertisement.
Social Media• For this campaign, we will be targeting younger drivers (ages 16-32) who are looking to buy new tires and who use social media.• Belle Tire currently does a decent job of utilizing their social media but they could definitely improve.
Social Media• We would like to see Twitter integrated in this campaign and we want to see people tweet us their stories of needing new tires. This will help our brand to gain awareness and in turn increase revenue.
Social Media• The social media part of our campaign will make a Facebook account that is incorporated for all the sites.• We will use Facebook to encourage fans to post their stories of how they thought they had a problem but Belle Tire came to the rescue to help with the tagline “New tires. No problem.”
Budget and Timeline• Belle Tire is a regional company so they will not have a very large budget to use on advertising. – The budget will be $100,000 for the year.• This campaign will run evenly across all months of the year but will have more spending at the beginning in order to let people know about it