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Increasing share-of-mind awareness to 58% through the use of brand character strategies.
Big O Tires is an industry-leading tire and auto-repair franchise, offering total car care services: oil change, brake repair, fluid services, wheel alignment, suspension systems repair, batteries, and more. Since 1962, Big O Tires has built a strong foundation of trust with customers. That foundation has evolved the brand into one of North America’s largest retail tire franchisors.
Big O Tires’ 64 Colorado locations were experiencing reduced tire sales and decreased market share due to heavy competition. Low consumer recall regarding service offerings and diminished brand loyalty brought the need for a stronger marketing campaign to the forefront. Avocet was brought in to strengthen the Big O brand, create a powerful full-funnel marketing program that would counter the increase of competition, reinforce strong service offerings, and counteract falling car count and store revenue.
To accomplish the goals for Big O Tires, the Avocet team knew we needed to differentiate the brand from the plethora of automobile dealers, tire dealers, and auto service entities while creating a mindset that customers could get all of their tire and service needs completed with one enterprise. Big O’s messaging and competitive advertising campaigns continually focused on tire tread, traction, life of a tire, etc. All industry marketing programs looked the same, sounded the same, and said the same things.
Our creative approach addressed the key factors that consumers told us were important to them when it came to auto service and tire shopping:
Avocet launched a strategic campaign that utilized numerous funnel elements including television, radio, print, billboard, display, in-store, social content, email, and direct mail that enumerated the differences between Big O and competitors in a unique and attention getting manner. The campaign targeted existing customers as well as new customers – 40% male and 60% female. We instituted monthly “white-glove” service promotions to reiterate trust and educate the consumer on the service solutions that Big O offers. Avocet garnered $1,475,000 in added value from broadcast, digital, and print vendors during the 9-year campaign.
The omnichannel media approach increased awareness quickly. During the first month of the campaign, YOY same-store sales increased 11%, car count 7%, equating to a 154% ROI. During the second month of the campaign, sales increased 18%, car count 12%, achieving a 600% ROI. During the third month of the campaign, sales increased 43%, car count 27%. Over the next 24 months, monthly car count increased an average of 8%.
Six weeks into the primary campaign, Big O Tires corporate conducted a research study evaluating the effectiveness of the brand character, “Little O.” When asked about Big O Tires’ television messaging, 55% of respondents referred to Little O by name. Respondents were then asked if they felt positive or negative about Little O. One hundred percent stated they felt positive about “Little O.” Additionally, 55% stated Little O was “cute,” 32% said the commercials were fun to watch, and 15% said Little O was “funny.”
Survey results also indicated that Big O Tires had the largest percentage of top-of-mind awareness at 35%, followed by Discount Tire, which was at 18%. Big O Tires’ share-of-mind awareness within the market was at 58%, followed by Discount Tire at 38%.
Along with the YOY car count and revenue increase previously presented, market share increased by 12% under Avocet’s management.
We sold to more people. More Often.
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