BFGoodrich Tires Tradesman Program - Amazon S3Tradesmen+Program+Full+Deck+… · 1.BFG is partnering with key tradesmen associations to drive reach of the target audience 2.BFG will

BFGoodrich®

Tires Tradesman Program

MNA, Inc. reserves the right to modify or discontinue the program at any timeCopy r ight © 2019 MNA , Inc . A ll r ights reserved..

BFGoodrich wants to target Tradesmen, moving them from Awareness to Consideration to

Purchase by associating BFG as the tire of choice for Tradesmen that rely on their equipment to

outlast even the toughest of jobs or worksites.

AMN Ambition: Tradesmen

WHATWHO

Target:Tradesmen who rely on their truck for their livelihood

Insight:

I rely on my truck(and my tires) for work. To me, downtime is more expensive than good equipment but I’m not sure BFG tires are worth the price or if I even need such a tough tire.

CVP: Toughness & Traction

What if we prove to you you… that the BFG KO2 is Built for the toughest worksites.

COMMERCIALINNOVATION

Commercial Innovation is where the consumer insight meets your value proposition

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Who’s our Who?

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MNA, Inc. reserves the right to modify or discontinue the program at any time.

Copyright ® 2019 MNA, Inc. All rights reserved.Copyright © 2019 MNA, Inc. All rights reserved.

Eligible tradesmen are self-identified individuals specializing in skilled jobs that can include construction, homebuilding and decorating, maintenance, automotive and transportation, landscaping, livestock and agriculture. North America has an

estimated 50 million tradesmen.

Tradesmen Defined

The WHO: Tradesmen

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Who am I? I roll up my sleeves to build,

fix, make, and do tangible things.

I am dependable

I have a sense of duty and patriotism

People rely on me

I carry with me all the tools and equipment I need to do the job

I am ready for anything

I’m the one who gets to work even when there’s 6 inches of snow on the ground

Male

Younger

South

<45yrs old

Profile

• My truck is an indispensable money-

making tool• My truck is my office

• My truck is my daily driver• My truck enables my livelihood• My truck is a workhorse, not a show horse.

And every scratch and dent is a badge of honor.

• My truck has a tow hitch, a locked toolbox and a heavy duty bed liner.

What does my Truck mean to me?

“Trucks are for people who do real work”

75%

Blue Collar

Employed full t ime

Own a Dog

77%

The WHO: Tradesmen

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What are my driving & tire needs?

Because I often drive off road to job sites, I need durable

tires that are hard to puncture, and offer good traction in the

mud.

I need a tire that will get me to the job site – no flats,

punctures, and no getting stuck. Downtime is Lost Time

I haul things and carry messy loads.

I put a lot of miles on my truck so long mileage is important.

(avg. 14k annual)

I want tires that grip, especially on wet roads.

I buy All Terrain tires

I believe there are quality differences between tire brands.

(Top brands: Goodyear, Michelin, BFGoodrich, Firestone)

I’m more likely to buy a new truck to get as many years out

of it as possible.

I’m more likely to have a 4x4 or AWD truck

Compared to other truck users, I’m more likely to drive on

gravel roads, dirt trails, muddy terrain and off road.

I’ll switch tire brands (from OE) – offer a loyalty discount on

new sets to show me the value.● 30% of Tradesman buy new tires as an extra set or replace tires

immediately after buying their truck (significant opportunity for the

brand)

What are my information needs

I listen to the people at the tire shop, friends and family, and

I visit manufacturer and retailer websites to learn about tire

options.

The Tradesman is demanding when it comes to tires:

“I want a quality brand, safety, good warranties, and tires that handle extreme conditions and heavy loads.”

I drive a ½ ton Pickup Truck

43% 22% 20%

F150 Silverado 1500 Ram 1500

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BFGoodrich®TiresTradesmen Support Program

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Copyright ® 2019 MNA, Inc. All rights reserved.

Tradesman program components center on purchases of BFGOODRICH® All-Terrain T/A KO2 only

• Program: $70 or $100 off a set of 4 new BFGoodrich® All-Terrain T/A® KO2 tires

• 30-Day Satisfaction Guarantee

• Worksite / Roadside Assistance Program

• Sweepstakes: Win a trip to Baja 1000 or Mint 400

BFGoodrich® Tires Tradesmen Support Program Benefits



Trade Association Partnerships

Association / Organization Members / Reach

National Association of Homebuilders (NAHB) 140,000

National Cattlemen’s Beef Association 150,000

American Subcontractors Association (ASA) 40,000

National Association of Landscape Professionals 100,000

Associated General Contractors of America (AGCA) 130,000

Painting Decorating Contractors Association 26,000

American Quarter Horse Association* 450,000

National Electrical Contractors Association 15,000

American Road and Transportation Builders Assoc. 10,000

+ Who Can Participate?

• Any self-identifying tradesmen. Trades can include construction, homebuilding and decorating, maintenance, automotive and transportation, landscaping, livestock and agriculture.

+ Tradesmen save $70 or $100 via Mastercard® Reward Card after submission when purchasing a set of four (4) new BFGoodrich® All-Terrain T/A® KO2 tires.

+ How do tradesmen find out eligibility for the Reward Card special offers?

• Text “TRADE” to 30486 and answer the one question survey to determine their Reward Card special offer

Program Participation

IN-STORE SMS LEADS

Leads text “TRADE” to 30486 to find out if you qualify

$100 off for any association members /$70 off for any non-members

SWEEPSTAKES ENTRY POSSIBLE

ASSOCIATION LEADS

$100 off for association members / online at checkout for NAHB, NCBA,

ASA


MEDIA LEADS

Paid Media Offer Push

Association Members: $100 Off /Non-members : $70 Off


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30-Day Satisfaction Guarantee

• 30-Day Satisfaction Guarantee: If you're not 100% satisfied, bring the tires and original sales receipt back to the place of purchase within 30 days for credit toward a new set of tires.

• Replacement tires will ideally be BFGoodrich, Michelin or Uniroyal products but competitor tires will be allowed if necessary. Refunds are not allowed. Dealers will be reimbursed at acquisition price for tires removed along with mounting and balancing credit. Dealers will use Claim Type 8. No authorization code is required.

• Any quantity of KO2 tires purchased is eligible for this benefit and no action is required by the consumer to receive this benefit.

MNA, Inc. reserves the right to modify or discontinue the program at any time.Copyright ® MNA, Inc. All rights reserved.

+ 24 Hour flat tire changing assistance:

• We will replace your flat tire with your spare tire or tow you to the nearest authorized BFGoodrich Tires dealer, up to 150 miles, if you do not have a serviceable spare.

• 24 Hour emergency delivery:

• A service truck will deliver emergency supplies of gasoline, water, oil, or other supplies necessary to send you on your way. You only pay for the cost of the supplies.

+ 24 Hour emergency battery service / Roadside Assistance:

• In the event you are need in of a jump start, we will send out a service vehicle to help jump your dead battery.

• Any minor roadside adjustment that may be done incidental to a dispatched service that will allow the vehicle to continue safely under its own power.

+ 24 Hour lost key or lockout service:

• If you are accidentally locked out of your vehicle, we will come to your location and unlock your vehicle.

+ 24 Hour emergency towing service:

• Your vehicle may be towed to the nearest authorized BFGoodrich Tires dealer or maintenance facility, up to 150 miles.

2-Year Worksite / Roadside Assistance Plan*

* Service provided by Nation Safe Drivers. Same company that handles Michelin Promise Plan.

Eligibility:

All Tradesmen who submit and are approved for the Reward Card offer are automatically eligible for the BFGoodrich®

All-Terrain T/A® KO2 Roadside/Worksite Assistance program

• This benefit is non-transferrable

Requirements for Worksite / Roadside Assistance Plan:

• Tradesmen must purchase a set of 4 (or more) All-Terrain T/A® KO2 tires.

• Tradesmen must register for the Worksite / Roadside Assistance Plan at www.tirerewardcenter.com/roadside.

• Participants have 1-year from date of purchase to register for Worksite / Roadside Assistance Plan

• Tradesmen are required to provide a copy of their tire purchase receipt and may do so at the registration website, by fax or by mail.

SPECIAL NOTE

These supplemental warranty benefits are a component of the “Tradesman Program” BFGoodrich will implement beginning March 1, 2019 but will also extend to all consumers purchasing All-Terrain T/A® KO2 tires beginning on that same date.

2-Year Worksite / Roadside Assistance Plan*

* Service provided by Nation Safe Drivers. Same company that handles Michelin Promise Plan.

http://www.tirerewardcenter.com/roadside

You could win an all-expense paid trip to either Score Baja 1000 or Mint 400. Enter between 3/1/2019 and 7/31/2019 for a chance to win the trip to Score Baja 1000 or enter between 8/1/2019 and 12/31/2019 for a chance to win the trip to Mint 400.

NO PURCHASE OR PAYMENT OF ANY KIND IS NECESSARY TO ENTER OR WIN. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. VOID WHERE PROHIBITED. You have not yet won. The Sweepstakes is open to residents of the Continental United States who are 18 years or older at time of entry. Entries must be received between March 1, 2019 at 12:01:00 am ET and December 31, 2019 at 11:59:59 pm ET. Participants can visit http://pages.bfgoodrichtires.com/tradesmen-contest-tc to enter for a chance to win an all-expenses paid trip for two (2) adults to Score BAJA 1000 OR Mint 400 including airfare, meals and lodging from Michelin North America, Inc. One Parkway South, Greenville, South Carolina, 29615. Each eligible winner must sign declarations, waiver/releases, and/or other documents as required by Michelin. Participants must provide a valid current email address. This Sweepstakes is presented by Michelin North America, Inc. One Parkway South, Greenville, South Carolina, 29615. Full rules and entry details available at: http://pages.bfgoodrichtires.com/tradesmen-contest-tc

Sweepstakes



http://pages.bfgoodrichtires.com/tradesmen-contest-tc

http://pages.bfgoodrichtires.com/tradesmen-contest-tc

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BFGoodrich®TiresTradesmen Tactics & In Store Support

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Tradesmen Program Tactics

1.BFG is partnering with key tradesmen associations to drive reach of the target audience

2.BFG will be more than just a tire manufacturer4.BFG is activating at Retail to drive incremental sales to dealers

3.BFG is deploying distinctive and impactful key benefit visualization that conveys exclusive support of Tradesmen


Copyright ® MNA, Inc. All rights reserved.

THE INTEGER GROUP //

Dealer Connect Assets

ENTRANCE PASSING AREA SALES DESK




Tradesmen Retail Assets Provided to you

WindowCling

Counter Unit & Brochures

One-Pager

Tradesmen Retail Assets-BDF eligible

Indoor/OutdoorBack-Lit Sign

Outdoor Parking sign

Ceiling Dangler




Tradesmen Shopper Journey

Retail assets drive conversion to sale

Connect asset drive consumer to store



BFGoodrich® Tires Tradesmen Support Program One-Pager



Thank you for your support!



Documents

BFGoodrich Tires Tradesman Program - Amazon S3Tradesmen+Program+Full+Deck+… · 1.BFG is partnering with key tradesmen associations to drive reach of the target audience 2.BFG will