We had to bring things together. Bridgestone had to be presented to hundreds of partners, mainly authorised and unauthorised tyre service centres. And it had to be presented as a concept, as something that made sense. We needed to reinforce the idea that Bridgestone’s tyres are the tyres you want to recommend to your customers. The owners of tyre service centres were key to us as up to 80 per cent of all drivers and carriers choose their tyres based on the recommendations they get at the tyre centre. And the competition is huge. So, who should be given the task of managing and organizing this populous and unruly group or service centre owners? A global tender was held and the final decision was an easy one to make, namely that regular Czech we mentioned earlier with great local knowledge. So our regular Czech started crusading from one service centre to another, organizing a long list of events and putting all his effort into making sure that Bridgestone was the most visible tyre brand in any and every workshop. Thousands of steps, one after the other. It took a lot of patience. Patience and perseverance. And an attractive event that would catch the eye of the hard-to-please guys from the tyre service centres, which is how the events at Autodrom in Most came about; at a series of events people could come and test drive Bridgewood tyres round the polygon at Autodrom.

 

 

​NOESIS & BRIDGESTONE

Noesis and Bridgestone

 

It is difficult to say which part of the whole situation ensured that things began to be successful: whether it was the ATL campaign in the media, the BTL promotion and POS materials in the shops and in authorised service centres in Bohemia and Moravia as well as in Slovakia, or the events already mentioned. It was probably the strategy of the conceptual and patient promotion of the brand that led to success. And it was no small success – thanks to the campaign, the number of authorised service centres cooperating with the Bridgestone brand increased by 12.4%, and the most-monitored parameter – sales of tyres – went up very significantly, recording an increase of 23.9%.

We had to bring things together. Bridgestone had to be presented to hundreds of partners, mainly authorised and unauthorised tyre service centres. And it had to be presented as a concept, as something that made sense. We needed to reinforce the idea that Bridgestone’s tyres are the tyres you want to recommend to your customers. The owners of tyre service centres were key to us as up to 80 per cent of all drivers and carriers choose their tyres based on the recommendations they get at the tyre centre. And the competition is huge. So, who should be given the task of managing and organizing this populous and unruly group or service centre owners? A global tender was held and the final decision was an easy one to make, namely that regular Czech we mentioned earlier with great local knowledge. So our regular Czech started crusading from one service centre to another, organizing a long list of events and putting all his effort into making sure that Bridgestone was the most visible tyre brand in any and every workshop. Thousands of steps, one after the other. It took a lot of patience. Patience and perseverance. And an attractive event that would catch the eye of the hard-to-please guys from the tyre service centres, which is how the events at Autodrom in Most came about; at a series of events people could come and test drive Bridgewood tyres round the polygon at Autodrom.

 

 

​NOESIS & BRIDGESTONE