Media Planning and Marketing Support
The Challenge:
West End Tire is another example of a client that first came to 6P for some website help, then decided to give us the chance to take over media planning/buying (something this client had previously handled in-house) to see if we could generate better results for the same or less money. Multiple goals were identified for West End Tire’s consumer and commercial customers: elevate brand exposure in the marketplace, highlight service offerings, and increase product/tire knowledge among potential customers (e.g., what tires are sold by the company).
The 6P Solution:
This highly competitive industry meant we needed to dream up creative ways to get the message out. Initially, a full-court press was how we played it in 2017, with static/digital billboards, radio spots, TV commercials, Google pay-per-click ads, etc. Over the years, new tactics have been added to this mix—Spotify and Facebook ads, for example—while others have been relegated to a backup role. Today, pay-per-click ads comprise the company’s biggest monthly ad spend, and with our help company executives are learning more and more about how to interpret these results (i.e., what stories the numbers tell).
The Outcome:
With better ideas and a more strategic approach to allocating its monthly media budget, West End Tire knows the media planning/buying component of its business is now being managed properly and more cost-effectively than when it was done internally—a familiar refrain we hear from many 6P clients. In West End Tire’s case, the results speak for themselves. The latest report we’ve compiled for this client shows a tripling of website visitors/sessions and a doubling of page views in the first month of our new campaign compared to the previous month. Website activity is also the highest it’s been in 12 months, with a quadrupling of online users asking for directions to physical stores compared to a month ago. Given these and similarly encouraging earlier results, 6P looks forward to keeping West End Tire’s successes rolling along well into the future.
“We chose 6P when we were looking for help in achieving our sales and marketing goals. They delivered a website that consistently generates more leads than we dreamed of. More than this, their ongoing support related to e-marketing, online marketing, SEO, and more is helping us to yet again achieve even more leads. They are really helping us in our business. We are extremely satisfied with the service and products and highly recommend them to others.”
– West End Tire
