Toyo Tyre and Rubber Australia: Online Promotion
Most people regard tyres as a 'grudge' purchase. They show interest in tyres only when replacement is necessary.
Tyre makers rely on two sources for brand awareness:
- Their dealers. Stockists' preference is essential.
- The enthusiast marketplace. Word of mouth recommendation is important.
Toyo is one of the longest-standing importers of tyres to Australia, and the only tyre company still manufacturing rubber products in Australia.
It is a first tier supplier to Toyota through its plant in Minto, NSW.
Toyo chose to use the internet as a primary source of communication with its dealers and with enthusiast customers.
TPG's brief was to create a compelling and ever-changing online engagement with target audiences through Facebook.
The rationale was:
- lower cost than traditional promotional methods
- measurable results
- greater flexibility.
The scope for on-line content gathering is immense. With a global palette it is possible to distil information to suit local needs.
Online 'likes' have doubled in six months and will exceed KPI in advance of the target date
A dealer-specific communication has been commissioned to provide commercial in-confidence material online.