Summer calls for trips to family reunions, visits to distant kids, baseball games, and amusement park adventures. But it also signals a surge in road trips, making local tire dealerships gear up for travelers needing to ensure their vehicles are road trip ready. With a focus on pre-trip services through local radio and timely discounted maintenance packages or in-house credit via podcast ads, your local tire shop can become the pit stop every Clark Griswold needs. 3 out of 4 people listen to the car AM/FM radio each week, and 1/3 of adults listen to podcasts each week. Here’s how to craft a winning radio and podcast advertising strategy for your local tire shop this summer:
Local Radio Ads: Pre-Trip Services
For tire dealerships already running local radio ads, it’s essential to fine-tune the ad copy to appeal to road trippers. Given the cost-prohibitive nature of airfare for many families, station wagon roadies, ala Griswold, are becoming increasingly common. By offering pre-trip inspection specials, your local tire shop can capture the attention of local commuters and travelers, emphasizing the importance of checking tire pressure, tread wear, and fluid levels. Picture Clark Griswold tuning in to his favorite Chicago sports show, dreaming of attending the 2024 Hall of Fame game with the Bears vs. Texans in Canton, and visiting Cedar Point amusement park. A sweet 800-mile round-tripper – and your tire shop being his first pit stop.
Podcast Ads: Discounted Maintenance Packages
Most local radio stations offer podcast ad opportunities, providing an additional reach to travelers. Whether it’s fresh content or replays of local shows and interviews, podcasts offer a way for travelers to stay connected to their favorite local content while on the road. By leveraging host-read podcast ads, you can target listeners actively planning their return home and the maintenance their vehicles may require. Consider employing a host-read podcast ad to promote bundled maintenance packages, including inspections, tire rotations, fluid checks, and a car wash coupon. Long car trips often unearth unexpected maintenance needs or engine light alerts – making these packages a lifesaver. Or promote in-store credit options for cash poor road trippers. Always try to hire a radio on-air personality endorser for super power ad results.
Reaching Road Trippers at Every Stage
Tire shops effectively engage road trippers by combining local radio and podcast ads at various planning stages. While radio ads capture the attention of local commuters and travelers, stressing the importance of pre-trip inspections and maintenance, podcast ads travel with listeners, offering them discounted maintenance packages or financial relief for unexpected repairs after a vacation. Now that’s a 1-2 punch!
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
