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Why a tyre manufacturing company runs a fantastic dining guide? michelin

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.

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WHY A TYRE MANUFACTURING COMPANY
RUNS A FANTASTIC DINING GUIDE?
The acquisition or loss of a star in the guide can
have dramatic effects on the success of a
restaurant.
The super interesting marketing approach is done


by
When Michelin was founded in 1889, there were
fewer than 3000 cars in France.
People had to be educated and encouraged to go
for trips, so that they buy cars in turn Michelin tyres
get sold.
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.

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Why a tyre manufacturing company runs a fantastic dining guide? michelin

  • 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).
  • 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