TATE BOYS
TIRE & SERVICE
Marketing
Ramp-Up
Tate Boys Tire and Service is a family-owned company in Bartlesville Oklahoma. With a national chain moving in there was a need to ramp up local marketing to remain competitive. We met with their head of marketing and strategized a multi-tiered approach to boosting their visual presence in the community.
the Challenge
People are fascinated with new things but are by-and-large, creatures of habit. They know what they like and rarely veer away from familiarity. But, change one factor (like price) and people are willing to change their habits. National chains can offer lower prices than local business, nothing sinister, that’s just how it is. Offer the right price and people will change their store of choice.
some Insights
Tate Boys has been in the community for decades and business was pretty good. They still advertised but it was minimal. But boosting advertising for advertising’s sake was not the answer. We had to remind people of why they chose Tate Boys in the first place. They had a marketable hook, It’s called the Tate 12. It’s 12 quality services that they offer every customer included with every visit. They really take care of their customers and go above and beyond to make sure that people are happy and cars are safe. That’s what we needed to seperate them from the competition.
the Solution
PDG+creative worked with Tate Boys on the development of a billboard campaign to remind the community of the Tate 12. The billboards were released progressively in the weeks leading up the opening of the competitors store.
Along with billboards, we determined that utilization of print and digital advertising was useful for boosting awareness of Tate Boys in the community. Their involvement in school sports and community can really help endear a business to the community it serves. Tate Boys is small but ambitious. They have not been afraid to branch out into surrounding communities. We also worked on advertising in conjunction with the Bartlesville ads to boost their visual presence in the other communities they exist in.
Along with billboards, we determined that utilization of print and digital advertising was useful for boosting awareness of Tate Boys in the community. Their involvement in school sports and community can really help endear a business to the community it serves. Tate Boys is small but ambitious. They have not been afraid to branch out into surrounding communities. We also worked on advertising in conjunction with the Bartlesville ads to boost their visual presence in the other communities they exist in.
Tate Boys, to there credit, allowed complete creative freedom to do what we had determined was necesary to increase awareness of there brand while also being incredibly engaged and involved in the decision making process. With new competition moving in, Tate Boys has not just survived, but thrived in the market.