The Opportunity

The automotive service industry is saturated. With so many options (and so many of them perceived as dishonest price gougers), many car owners choose to delay service or find an easy fix at a big-box store. Family-owned businesses and local shops are being swept to the wayside, trying to hold on to their loyal customers as much as they can, while shouting into the void to attract new ones. Tire Discounters is one of these family-owned operations. After seeing some rapid growth post-COVID, they were ready for a more aggressive retention and acquisition strategy.

Tire Discounters challenged us to increase car count by evaluating, implementing, and optimizing across all paid and owned channels. Our job? Efficiently and effectively drive more customers — both new and returning — to choose Tire Discounters for their tire and automotive service needs.

The Strategy

We tackled Tire Discounters’ challenge with an integrated strategy built around full-funnel optimization, market prioritization, and brand strength, aimed at driving measurable increases in car count across both low- and high-performing regions:

Mass Media for Market Penetration
To boost awareness and foot traffic in low car-count areas, we invested in above-the-line media to reach untapped audiences. High-impact messaging helped improve brand recall, grow reviews, and increase visits to underperforming service locations.

Performance Digital for Conversion
In markets with available share of voice and sufficient investment levels, we focused on accelerating conversion. Leveraging Google and website data, we guided existing prospects down the funnel — heavily investing in key regions as needed to maximize impact.

Insight-Driven Creative
We conducted brand research and developed new creative aligned to strategic tentpole moments. Every asset was grounded in consumer data and designed to resonate across touchpoints — from awareness to action.

Community Engagement + Site Optimization
We created clear protocols for timely, on-brand community management and provided immediate optimizations for Tire Discounters’ existing website — while also supporting a seamless website migration to enhance user experience and performance.