Client: Wingfoot Commercial Tire Systems, LLC
Location: Fort Smith, Arkansas and regional markets
Situation: Wingfoot Commercial Tire Systems, LLC, the nation's largest commercial tire distributor and retreader with 161 Wingfoot locations and 29 Pilot locations across North America, approached Williams/Crawford about several marketing projects, specifically focusing on work with their Pilot Truck Care Center brand. This rapidly growing market segment required an immediate local store branding effort that could be rolled out quickly and cost efficiently.
Challenge: Provide a cost-efficient and creatively savvy local store branding kit that store managers could receive and utilize to drive same store business. At the same time, develop national trade publication print ads that worked with the point-of-purchase material.
Solution: The Williams/Crawford team utilized unique point-of-purchase material that appealed to the Pilot audience. Colorful graphics, creative printed die-cut pieces, and an easily executable logistic plan for placement made the kits a success.
Results: Pilot Truck Care Centers continue to grow at a healthy pace utilizing the point-of-purchase material developed by Williams/Crawford. The pieces educate drivers on the specials and services available at Pilot. The number of fleet agreements has risen as well as same store sales at each Pilot location. In addition, Pilot projects have lead to other opportunities within Wingfoot and a true marketing partnership with Williams/Crawford.
All creative remains the property of Williams/Crawford & Associates. Any use, rebroadcast, or reproduction, without express written consent is prohibited.