Omega Group
CASE STUDY TWO
(Zolman’s Tire & Auto Care Trust Campaign)
Northern Indiana/Southern Michigan
THE CHALLENGE:
How does a second-generation, family-owned tire and automotive service center with multiple locations respond to a “big box” competitor moving into their Northern Indiana/South Michigan market when their competitor’s goal is to saturate the market with a far-reaching advertising budget and campaign? Zolman’s Tire & Auto Care needed a strategic marketing plan that would set them apart from the new competition. Omega Group research determined that the “big box” competitor could potentially be spending half a million dollars per month in advertising in the market.
THE SOLUTION:
Omega Group flew to South Bend, Indiana, to develop a strategic marketing plan that would result in significant gains in traffic and sales for Zolman’s Tire & Auto Care with a campaign strategy targeting current and prospective automobile owners. Zolman’s Tire & Auto Care was founded in 1978 and has six retail locations and two commercial locations. Omega Group created the slogan “Trusted Community Service for Over 40 Years” and implemented a campaign which included testimonials from long-time Zolman customers and employees. The “Trusted” campaign focused on digital media, extensive television and cable placement, e-blasts, outdoor, social media, pre-roll video, behaviorally-targeted ads, print, University of Notre Dame sports sponsorships, a South Bend Cubs baseball sponsorship/promotional events and a Dave Ramsey Show sponsorship.
Through the “Trusted” campaign Omega Group crafted scripts for noted author Dave Ramsey to record. Omega also created messaging for all Zolman media forms that warmly reminded the Michiana community of the long-time presence of the Zolman family and their well-respected Zolman’s Tire business which focuses on the care of the individual. Imaging around the Zolman family was developed, which included timely messages from Bud Zolman, the father of current owner Nate Zolman. Though Bud Zolman had passed away prior to the campaign, media assets were pulled from a previously produced documentary and training video. Mr. Zolman was deeply loved and respected by the community as is his son Nate for their philanthropy and selfless support of countless non-profits, schools and organizations addressing the needs of those less fortunate.
FOCUS:
The “Trusted” message resonated with the Michigan community. The Omega Group utilized the media budget provided by Zolman’s Tire, co-op dollars and leveraged resources to emphasize the message that Zolman’s had been present in the lives of those in that market both professionally and personally for over forty years with excellent care and customer service. Customers featured in the campaign communicated the advantages of having your car, truck or SUV serviced by Zolman’s Tire & Auto Care rather than a “big box store”. Omega Group and Zolman’s Tire were careful not to use negative advertising. Instead they were strategic in differentiating Zolman’s from their new competition in areas where their competitor could not compete – namely trust built over time, a reputation for excellent work and customer service and a legacy of giving back to the community.
As a result Zolman’s Tire & Auto Care saw an increase in sales and realized a record year in gross profit. In addition, Zolman expanded their reach with the purchase of a second commercial service center, received tremendous response from the community and expanded their partnership with Omega Group. Here is a link to one of the radio spots featuring Bud Zolman for the “Trusted” Campaign.
Zolman's Tire & Auto Care/Dave Ramsey Co-Op
RESULTS
(Zolman's Tire & Auto Care Trust Campaign)
Omega Group developed a strategic marketing plan that would result in significant gains in traffic and sales for Zolman’s Tire & Auto Care with a campaign strategy targeted at current and prospective automobile owners.
- 100% Orientations Established for Volunteers, Non-Profits and Supporting Agencies
- 100% Taskforce Awareness SubCommittee provided recommendations to Governor Phil Bryant
- 100% Certified Trauma Training Established for volunteers and groups
- 65% Increased awareness Education of Authorities and Citizens on human trafficking presentation