At the outset, there is no connection between a dining guide and tyre manufacturing but if we dig deeper what they have done is something a great example in marketing.

1. WHY A TYRE MANUFACTURING COMPANY
RUNS A FANTASTIC DINING GUIDE?

2. The acquisition or loss of a star in the guide can
have dramatic effects on the success of a
restaurant.

3. The super interesting marketing approach is done
by

4. When Michelin was founded in 1889, there were
fewer than 3000 cars in France.

5. People had to be educated and encouraged to go
for trips, so that they buy cars in turn Michelin tyres
get sold.

6. The Michelin brothers produced a
small guide with information on road
maps, how to change tyres, where to
fill fuel, some place to rest enroute.
Disclaimer : Image copyright remain with the respective owner, used only for educational purposes.

7. For 2 decades, things were happening in the same
way, nothing much.
But an event had demanded a change.

8. When Andre Michelin saw their guide
being used in a tyre shop as a prop for
the work bench he said,
Disclaimer : Image copyright remain with the respective owner, used only for educational purposes.
“Man only truly respects what he pays
for.”

9. Thus, a brand new guide was launched in 1920 at a
price of 7 francs.

10. The new guide had a list of hotels in Paris for the
first time, list of restaurants based on categories
&
‘the abandonment of paid for advertisements.’

11. As the popularity of the guide’s restaurant section
grew, the Michelin brothers recruited
“mystery diners”
to visit and review restaurants anonymously.

12. In 1926 the guide started to award star ratings to
fine dining establishments.
Only 1 star was awarded initially.

13. From 1931, a hierarchy of 0, 1, 2, & 3 stars were
introduced.
In 1936 the criteria for star ratings were published.

14. During the 20th century, the Michelin guides became
best-sellers.
More than 30 million guides have been sold worldwide.

15. The guide today rates over 40,000 establishments in
over 24 territories across three continents.

16. Needless to mention, they are strong in digital as
well, and continue to educate their audience by
running video channels along with blogposts.

17. Dedicated video
channel for the
primary
business(tyres).

18. Dedicated
video channel
for their guide.

19. Thus educating your audience is a much more
beneficial way than trying to buy media.

20. Owned Media
Earned Media
Paid Media
Successful companies
understand the power of
owned media and invest in it.

21. Video Marketing Company
www.studionavans.com
Ideas + Production + Brand channel Mgmt