Weyforth-Haas Marketing recently completed an integrated multi-media marketing campaign for Dunlop branded commercial tires distributed by the Goodyear Commercial Tire division. The campaign had three goals: introduce the new SP384 “steer” tire (front tire) for heavy duty trucks; increase awareness of the Dunlop brand; and generate sales for the entire family of Dunlop truck tires.
The industry has three tiers of tires: Tier I are premium brand tires sold at a premium price; Tier II are good quality tires at mid-level pricing; and Tier III are fair quality tires priced inexpensively. Dunlop is a Tier II tire and is a popular selling brand for Goodyear—however, the SP384 is the first quality steer tire offered by Dunlop.
The marketing campaign WHM designed ran during July and August 2007 and consisted of a personalized direct mail piece; a direct response ad that was placed in four trade publications; and radio ads. Responders to the print and radio ads were directed to a Web landing page that provided a download of a rebate offer. For those not ready to purchase, respondents could obtain more information and were provided a soft offer package that included a personalized letter, a brochure about the entire Dunlop tire family and a Dunlop-branded ball cap. The program was offered to 625 eligible dealers, who were provided with the opportunity to enroll.
Overall tire sales were tracked through the rebate offer and included the sale of more than 6,300 tires within the Dunlop family. Feedback from participating dealers is excellent—overall, they were extremely pleased with the professional presentation of the creative.
