Lexington, KY - Marketing people talk a lot about integrated marketing, but very few businesses grasp the concept of using consistent messages and a variety of methods to reach target audiences. Most understand traditional advertising, so that's what they do.
S&S Tire is one local company that seems to have gotten it right by aligning its marketing messages through a multifaceted approach. One important aspect of the company's plan is community projects.
Over the last several years, the owners of the 13 Central Kentucky locations have helped countless charities and non profits including Kentucky Blood Center, UK Children's Oncology Department, Leukemia and Lymphoma Society, Big Brothers Big Sisters and Camp Horsin' Around.
"We believe you have to give back to the community that gives to you," Wayne Palmer said. "We celebrate our good fortune by helping others."
Wayne, his brother, Bryan, and their father, Doug, own seven Lexington S&S Tire stores. For them and the other Central Kentucky owners, these causes are personal. For example, S&S is sponsoring an upcoming fundraiser for Camp Horsin' Around called Cruisin' for a Cause. Wayne Palmer's wife and sister-in-law serve on the board of the organization, and his daughter has attended the camp.
The Palmers also became involved with the Leukemia and Lymphoma Society and Kentucky Blood Center (KBC) because their daughter suffered from leukemia.
For the second year, S&S and KBC worked together for the Charity Challenge, which challenged employees of charitable organizations in KBC's service areas to donate blood. S&S donated $15,000, which was split among winners in three parts of the state. The challenge brought in 600 new donors and created partnerships with 30 organizations in 60 counties.
"We began our relationship with S&S Tire when Wayne Palmer shared his story about his daughter, Madison Hines," Denise Fields, KBC's marketing and communications specialist, said. "They are a great company, and are so supportive of KBC."
Although the company's motives are altruistic, their involvement is helping them grow their businesses. Companies that get involved in their communities reap the benefits of name recognition and enhancing their reputations by being affiliated with good causes. Helping charitable organizations through sponsorships and serving on boards is an excellent marketing tool and part of a good overall plan.
But that alone is not enough.
S&S also employs a good bit of traditional marketing along with its community projects. This includes advertising, direct mail and special offers on the company's Web site. The company buys newspaper ads mainly for special events. In addition to traditional television and radio ads, S&S sponsors weather and traffic reports. They've also built good relationships with the media, who help out with public service announcements about charitable events.
S&S has an extensive Web site and recently began offering coupons and incentives online along with the opportunity to schedule appointments.
"We haven't used our Web site to its full potential, so we are trying some new things," Palmer said.
All of the company's marketing is done through Vision Advertising, S&S Tire's in-house ad agency. Vision Advertising was created more than 10 years ago as part of S&S Tire Wholesale.
"Most people don't realize S&S is mainly a wholesale and commercial business," Julie Coleman of Vision Advertising said. "Only five percent of our business is retail."
The company started 35 years ago with one retail location in Lexington and now has nine distribution centers in eight states, in addition to the retail outlets, which are owned by various partners or individuals. Coleman said Paul Swentzel, one of the original owners, is a partner in all locations. His son, Brooks, is the company's president.
"We are so instilled in this community," Coleman said. "We live here, we work here, we have kids in school here. We're the only locally owned and operated tire company, and we only support local causes."
S&S Tire is a great case study in integrated marketing. The company has reached out to consumers in a variety of ways to create awareness and bring people into their stores. During the last few years, being a good corporate citizen has become more important to consumers. Research shows a growing number of people want to do business with companies that respect the community and the environment and are willing to help the less fortunate.
Even if your business can't afford to make major donations to charitable causes, serving on boards and getting involved in the community pays big dividends and should be part of your overall marketing plan. The community benefits, and so does your business.
Mary Hemlepp, APR, is co-owner of the Lexington-based public relations firm Wiser, Hemlepp & Associates. Contact her at mary@wiserhemlepp.com.