A small 2-bay tire store trying to compete with regional and national powerhouses, with an advertising budget at least 10 times smaller than their biggest competitor.  Local television production versus national production.

The S&A Strategy:

Our research showed women were now purchasing over 50% of all vehicles sold in the U.S.  This was an untapped market segment for new tire sales.  Our store was owned (it was recently purchased in the summer of 2004) by a husband/wife team, making her the only female tire store owner in the area.  Our strategy was to create commercials using her voice and appeal to address the female market one-on-one, letting women know her tire store was not business as usual.

The Result:

Our business grew in direct relationship with the national automobile sales numbers.  A small 2-bay tire store in Pocatello, Idaho became the number one Big O tire store in gross sales in the nation, leading over 500 corporate stores throughout the United States and Canada, including cities the size of L.A., Chicago, Dallas, and St. Louis.