Protyre, the retail arm of Micheldever Tyres Services Ltd. has been recognised for delivering the best marketing campaign of the year within the tyre industry. The award was presented by the NTDA at their 87 th Annual Dinner hosted by TV Presenter Suzi Perry.
The marketing campaign that won the award was the industry leading tyre reminder program and the judges were particularly impressed by the campaigns customer focus and in addition to its unique use of data the program scored highly on CSR by promoting customer safety and selling the right product, at the right time, to the right customer.
The tyre reminder program
The Tyre Reminder Program is born from Protyre’s aim to understand every customer’s driving behaviour by capturing detailed data on their vehicles every time they visit a workshop. Measuring tread depth on all tyres, capturing current and annual mileage, tyre brands they purchased and so on.
Using this data, Protyre has built a rich understanding of the wear patterns of tyres for their customer’s cars and vans in addition to what brands they purchase and if they have a propensity to buy Premium, Mid Range or Budget tyres. This core data is held on a SCV (Single Customer View) database that is updated monthly.
The data collected and stored allows Protyre to predict when a customer’s tyres are likely to require a replacement. This allows Protyre to trigger a personalised tyre reminder letter or email that is timely and is more relevant to them. All guesswork is eliminated. The results and response rates have been exceptional.
The competition
Protyre were up against some of the industry’s biggest brands:
- Bridgestone - Driveguard
- Bridgestone - Firestone
- Goodyear Dunlop – Time to go Goodyear
- Goodyear Dunlop - #BringItOn
- Pirelli – Pzero Tyre
The award further demonstrates that Micheldever and Protyre’s ongoing commitment to being the best operators within the industry is not an empty ambition.
Accepting the award
Head of Marketing, Morgan Jamison, accepted the award from Suzi Perry, Roger Griggs (NTDA Chairman) and Sajid Huseni (Director of SingEx).
Commenting on the win Morgan said “We are delighted to be recognised in this way. This was a campaign that was supported throughout the business, the marketing team worked hard to execute the program, the IT Department built a platform to collect the data and the operations team showed why they are the best in the industry by having the discipline to collect the data that powered the campaign. At every step of the journey, the tyre reminder program has been supported by a leadership team that provided guidance, advice and trust. The fact that we can all share in this success makes it even more special.”
This award follows success at other award ceremonies such as the TyreSafe Awards and the Database Marketing Awards.
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