AdMall’s Co-​op Report Lures Local Tire Store into Buying Advertising for First Time in a Year

BY Adam Ambro
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Challenge: Advertise tire store products during work from home time of pandemic

Tammy Painter, advertising and marketing consultant for Trib Total Media, has been selling media for 16 years and, for the last 13, she has been regularly using AdMall.

For me, it was very easy and quick to learn AdMall,” said Painter. “I'm like a duck to water with most software apps. For someone who is less technical, there would be a learning curve, but the interface is very user-​friendly, loads quickly and the learning center is a phenomenal resource.”

Painter had been working with a local tire store client who hadn’t run any advertising during the COVID-​19 pandemic.

[The tire store] started as a small auto and truck tire service, when recapping was a featured service, the business has grown and expanded to a nine-​bay tire and automotive full-​service facility. [The owner] is great to work with, very open about what they've tried, what works, and how they invest their digital co-​op dollars.”

They are a well-​established business, but 2020 did pose a huge challenge because people were working from home, driving the demand for tires and services down.”

Solution: Check her e‑mail

Knowing to habitually check the daily AdMall minute e‑mail, Painter came across a promotion that gave her an idea.

The AdMall Minute featured information about Michelin’s newest co-​op program,” said Painter. “I downloaded the print ads from AdMall, used Adobe to paste the [tire store] information on the ad and sent it to their contact, asking if they wanted to run it. Having a consultant that understands their business and keeps an eye out for opportunities, plus takes the extra step to download ad materials, takes a little bit of the weight off.” 

[The] Limited Time Opportunity Report for Michelin Tires [helped close the sale]. Having access to ad materials made the difference. It saved the customer so much time, not having to log in to their account and find an image that would fit the dimensions of the ad.”

Result: First ad campaign in over a year for the tire store

[The tire store] bought a 10.625" x 8" ad on the back cover of The Signal Item,” said Painter. “This is a weekly community paper that is direct mailed to a little over 10,000 households.”

Painter has a simple message for anyone looking to utilize AdMall.

I always come back to AdMall. Everything I need is in one easy-​to-​use application. If you are a sales rep [who] has access to this platform, I would encourage them to explore, watch the videos and discover how the information can truly help them help their customers grow their business.”

AdMall's intelligence system is used by thousands of U.S. media properties, from cable and newspaper companies to local TV, billboard, and cinema operators, and includes manufacturer co-​op funding information. Through the shared-​cost advertising vehicle of co-​op funding, media sales reps encourage local dealers to create ad campaigns featuring manufacturers' products, especially when there are limited-​time promotions and new product introductions.