Big O Tires
Rebranding Retail Stores: Increase Customer Count and Increase Sales
Big O Tires Denver was experiencing reduced tire sales and decreased market share due to heavy competition. Low consumer recall regarding service capabilities and diminishing brand loyalty brought the need for a stronger marketing campaign to the forefront.
Avocet launched a strategic marketing campaign that utilized a diverse marketing mix that included television advertising, radio advertising, print advertising, billboard, online advertising, in-store marketing and direct mail strategies. The marketing campaign called out the differences between Big O and their competitors in a unique and attention grabbing manner. The campaign targeted existing customers as well as new customers – 40% male and 60% female. Monthly service offers were deployed to reiterate Big O’s low cost commitment. In addition to traditional advertising methods, Avocet also developed innovative public relations and community affairs campaigns, ensuring Big O’s presence in the market while developing strategic philanthropy in the community.
During the first month of the campaign, Big O Tires same store sales increased 11%, car count 7%, from the previous year and a 154% return on investment. During the second month of the campaign, sales increased 18%, car count 12%, over the previous year, and a 600% return on investment. During the third month of the campaign, sales increased 43%, car count 27%. Over the next 24 months, monthly car count increases were between 6% and 24%.