Evans Tire & Service Center

For over 12 years, Mancuso Media has been developing marketing campaigns that deliver results for Evans Tire & Service Centers, one of San Diego’s largest and most respected tire and service chains with 18 locations throughout the county.

Goals and Objectives:

Evans’ objectives for Mancuso Media include growing year-over-year business, promoting more service visits, increasing tire unit sales and improving conversion metrics. Tactical goals include building call volume and web inquiries and sessions that convert to sales and increased R.O.I.

From a brand perspective, establishing Evans Tire & Service Centers as San Diego’s community auto experts.

Strategy

In order to achieve their goals, Mancuso Media developed a strategic plan across all platforms targeting potential and existing customers for Evans in the San Diego market.

We currently employ a multi-tiered, multi-media campaign consisting of a balance of broadcast, out-of-home, digital, OTT, and other media to increase Evans’ brand equity and drive web traffic, direct inquiries and calls, and generate sales from car owners in San Diego.

Our specific strategies consist of marketing around each location targeting potential new and repeat customers, engaging with target audiences including millennials, researching, analyzing, and implementing new strategies and opportunities as they become available, and maintaining and increasing strong knowledge of industry trends to appeal to younger customers as they assume more buying power.

Results

As a result of this multifaceted plan, Evans has established itself as one of the most respected and recognized tire and automotive companies in the San Diego market and consistently enjoys sales and lead increases year-over-year. Since the beginning of the year, we have shifted budgets around in response to new objectives, adding new media specifically to target millennials in order to establish the Evans brand for future generations. With the media mix executed, sales have been increasing at a consistent rate even with a flat budget.

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