Tire price increases continue to be a theme lately, thanks to the growing cost of raw materials, shipping and transportation, and good old inflation. While this is a regular occurrence in the tire industry, it’s never fun to ask your loyal customers to pay more for something that they buy out of necessity.
The latest brands to announce passenger tire price increases for December 2018 and January 2019 are:
While auto shop owners can’t get around eventually charging their customers more for tires, the good news is that imminent tire price increases present two major opportunities:
- Help your customers save money by persuading them to buy their tires now.
- Increase Q4 2018 sales for your shop.
The first opportunity helps your customers see you as not only their go-to tire supplier, but also an in-the-know business that wants to help them save cash. The second opportunity is just an effect of the old adage that if you take care of your customers, the money will come.
The last months of 2018 will be filled with tire offers, rebates and sales promotions (not to mention Black Friday specials to kick off the shopping season). Even though people typically save their money for holiday gifts and events, you can show consumers who know they need new tires that they may as well buy from you in 2018 to avoid the price hike and save some cash. These tire price increases couldn’t have come at a better time for your Q4 tire sales!
So, the compelling message to save money on tires should be easy for customers to understand. The question is, how will you get the word out?
Incentivizing Your Customers To Act Before Tire Price Increases
Start with your current marketing.
All marketing presents an opportunity to tell your community that they need to buy now to save money. Are you already posting on social media, emailing your customers about specials, or texting your loyal base about car care?
What about PPC (pay-per-click) ads on Google, Yahoo or Bing? Those messages can be customized for people who are actively searching for tires now. Create social media posts to inform your loyal followers. You can even update your radio or TV commercial to reflect the urgent message that customers should take advantage of pre-January prices.
This type of message can also be perfect for print ads!
Point is, wherever you are investing your marketing efforts and dollars, creatively explore how to leverage that platform to tell people why they should buy from you before the tire price increases.
(Don’t forget to only text customers who have granted you permission to send an SMS message to their cell phone.)
Outfit your store and harness your staff as ambassadors.
The right indoor and outdoor signage can really help this message take off with your customers. Because they’re already on property for auto service and maintenance:
-Advise your front desk staff to tell customers about coming tire price increases.
-Have a flyer ready that explains what tires you carry that will soon cost more (and how much they could save by buying before the new year).
Make the customer the center of your message.
People will buy tires, regardless of the industry’s single-digit increases, because tires are a staple. Focus on helping people see that your business cares about them and their pocketbook.
Conceptual Minds has 10+ years experience in executing winning strategies that deliver remarkable ROI for our clients. Ready to improve your marketing? Talk to one of our experts today!