Colony Tire –Driving “Colony Style”
As often happens in today’s retail environment, Colony Tire, a regional tire and service dealership with 40 locations in North Carolina and Virginia was up against several “big box” retailers advertising high volume and low prices. Primm does not advocate going head-to-head with bigger, better-financed competition, so we designed a program approaching tires and maintenance from a more personal point of view, while still presenting a price, value, and quality message.
To differentiate Colony from the others, we developed a Colony “personality,” focusing on the benefits of doing business with a local firm, shared values, and comfortable relationships. On television, in addition to our ongoing spokespersons, we featured locals and types of people typical of the Colony trading area. As part of the overall strategy, the advertising format was also designed to accommodate sales events and price specials, which also constituted a major portion of the media schedule. The goal was to impress upon the consumer that, with Colony Tire, they’re doing business with people they like and trust, while still getting a better deal.
Through the consistent use of on-camera spokespersons, music, style, and message, we told the Colony story and added to their market position. The manner of presentation and creative elements translated well into radio, which was a lesser, but still significant, part of the campaign. The creative elements extended the Colony brand image effectively into direct mail, the internet, in-store graphics, and trade show displays.
Primm also successfully adapted the new logo configuration for outdoor signage on all Colony locations. While on architecturally diverse buildings, the sign graphics maintain a strong and attractive brand identity.
Within the first six months of the campaign, Colony realized double-digit increases, month over month, in both sales and profit.
Colony Tire Radio
Colony Tire Television Spots
Appalachian Tire