Marketing and Implementation
As mentioned in Chapter II of the study, the promotion of the program will be done through the use of different materials and forms of media. It is aimed that the in the long run, the program will be considered as a trademark of the tyre shop that spearheaded the program in order for it to be characterized as a socially responsible business entity. It is viewed that to gain said reputation can be translated to a competitive edge in favor of the tyre shop. In this regard, advertising materials are definitely necessary if the tyre shop would want to ensure that the public will know of this additional feature in the shop.
These materials will also be the means of transmitting to the public the information that the tyre shop wants to deliver as regards tyre maintenance. It must be borne in mind that the kind of marketing paraphernalia that will be utilized by the tyre shop can also be determinative of the success of the recommended program. Marketing is an effective tool that will determine if the customers of the tyre shop will be interested by the tyre maintenance program being offered by the shop. It must also be borne in mind that the word-of-mouth can be an important tool in advertising the added feature in the tyre shop.
If more of its customers are properly informed of this added feature offered by the shop with its customary services, then customers will share the information to their friends or peers. If existing customers will hear about the program added to the services, they will recognize the shop as social responsible in pursuing green business. As a consequence, more customers will frequent the shop. Additionally, due to the advantages that the program will bring to the tyre shop, other tyre shops will be enticed to add the program to their own line of services.
This will open the possibility of negotiating borrowing/purchasing the promotion materials of the tyre shop. This could even be the start of a national campaign for tyre maintenance awareness spearheaded by the tyre shop. Pamphlets will be given away to customers in order for them to read relevant information concerning tyre maintenance. Posters are also considered as an addition to the use of pamphlets as the former will be more cost-effective on the part of the tyre shop. Posters would require less paper and less disbursement of funds when it comes to printing.
While pamphlets would require handing of one material to one customer, the use of posters would be more cost-efficient as one poster in a conspicuous place can be read by a number of customers. In addition to pamphlets and posters, the tyre shop will also make use of interactive media to be shown in the garage or shop for the customers to view. For this purpose, renovations will likely have to be made in the shop to provide space that can be converted into a viewing lounge for the customers.
Through this manner, and depending on how interesting the presentation is, learning the importance of periodic tyre maintenance can prove to be entertaining on the part of the customers. As such, it would be easier for the customer to absorb the information being transmitted by the tyre shop through the use of the interactive presentation. The use of a interactive presentation in implementing the program can also attract more customers, and additionally, existing customers will find more reason to stay in the shop and look for more things that they could probably purchase from the store.
Lastly, the Internet is also an option in disseminating information to customers, considering the advent of computers and the worldwide web. Through this manner, information will be channeled in a cheaper, faster and in a more convenient manner. The transmittal of information can be done through inclusion or upload of the same in the website of the tyre shop or by sending out information to the customers through electronic mail. In determining what materials and modes of media will be effective in terms of marketing the program, the target market should be identified.
In the sphere of tyre maintenance program, the targeted audience is composed of car-owners of all ages, tyre dealers, and tyre manufacturers. If one is to consider the characteristics mix of the said group, it would appear that interactive presentation and the Internet are the best choices for purposes of promoting the program. In this regard, the use of pamphlets and posters should be kept to a minimum and the focus should be on improving the interactive presentation and the viewing lounge that will be set up for this purpose.
Most of the members of the target audience are busy individuals. That could probably be the reason why they never took the time to read the manuals that were given them upon initial purchase of their cars or tyres. If these car owners did not take time to read the manuals, there is also a possibility that they will not read the pamphlets that the tyre shop will provide them with. In realizing this, it comes into view that in disseminating information concerning tyre maintenance, what should be utilized are those that will be convenient for busy individuals.
Interactive presentation might prove to be effective especially if the same is presented in a very interesting and entertaining manner. As the customers are being entertained while being educated, they will not even realize that they are taking time from their busy schedule in order to be informed about the relevance and importance of periodic tyre maintenance. The same is true when it comes to dissemination of the information through the Internet.
If the tyre shop is to set-up a web page containing all the necessary information that the customers need to know in relation to tyre maintenance, information can be obtained by the target audience in just a simple click of the mouse. It is important for the tyre shop though to make sure that the way the information is presented through the web page is interesting. If the information be sent through electronic mails, the same can also be easily browsed through by the audience when they open their mailboxes.