Bridgestone Aims to Boost Footfall/Incentivise Dealers with Promotions
Bridgestone is rewarding dealers in its First Stop network with a unique driving experience. Throughout the second quarter of this year, the top-performing dealers will have the chance to win a Silverstone driving day this October. There are 12 days up for grabs: half going to dealers with multiple locations and half going to single locations. Points will be awarded for the number of Bridgestone, Firestone and Dayton tyres each dealer purchases, and they’ll receive regular updates to see if they’re racing ahead of the pack.
Dan Woodward, First Stop retail marketing analyst said: “We want to motivate First Stop staff with the best rewards possible. This is a fantastic opportunity to take some of the world’s highest performing cars around a legendary circuit.” The First Stop winners will be able to choose from a selection of highly desirable cars; such as the Lotus Exige S, the Ferrari 360 F1 Modena and the Caterham 7. In addition, the range features a number of cars that are new at Silverstone for 2010; including the Audi R8 and TT, plus the Porsche GT2 and GT3.
First Stop aiming to boost footfall with Route 66 promotion
At the same time Bridgestone’s First Stop network is looking to bring in sales traffic with another promotion. They are offering customers the chance to win a journey along America’s legendary Route 66. The 14-day trip for two stretches from Chicago to Los Angeles, via St Louis, Texas and Death Valley. Flights and car hire will be paid for, as the winners just have to bring their own spending money.
For a chance to win, all customers have to do is ask for a quote on any Bridgestone, Firestone or Dayton tyres. Hopefuls can then enter on the new-look First Stop website, using a unique code. This campaign runs throughout May and is being supported by national press advertising, as well as online advertising on many key websites aimed at potential First Stop customers.
The prize draw is also being heavily promoted in-store with point-of-sale activity across the entire First Stop network. This includes two-metre tall cactus stands in several dealerships.
Dan Woodward stressed how 2010 is a key year for First Stop: “With a great sales promotion programme supported by national marketing activity, we’re confident that we can drive footfall up to impressive new levels. This is an exciting time for the network.”