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New Media Marketing:
Discount Tire
Customer Conversion & Meaningful Consumer Relationships
A New Media Success Story
Bill Dunwoodie
New Media Drivers License
Summer 2009
Traditional Media Marketing Purchase Funnel
* Purchase Funnel Courtesy Steve Cissel CEO Media Inc
Traditional Media Marketing Primarily Focused on Upper Funnel:
• Awareness
• Consideration
New Media Marketing Purchase Funnel
* Purchase Funnel Courtesy Steve Cissel CEO Media Inc
Upper Funnel Focus is not enough
• Sales Conversion
•Meaningful Consumer Relationships
Discount TireLeading Tire retailer$2.5 Billion Sales*Over 700 Retail Locations
Embraces New Media Marketing
New Media Marketing
Tire Industry Success Story
*Tire Business Feb 2009
Traditional Media Marketing Website
Traditional Web Sites are relatively simple
• Awareness• Contact information • On line paper Catalog
New Media Marketing Step 1: Website
New Media Websites Focus on Conversion
• Awareness• How to Buy
New Media Marketing Step 1: Website
New Media Websites Focus on Conversion
• Purchase
New Media Marketing Step 2: Google & Search Optimization
Smart New Media Marketing Companies:
Provide Timely Marketing Message focused on conversion
Google Search Example:Purchase Tires
New Media Marketing Step 3: Google Maps
Smart New Media Marketing Companies:
Provide Timely Marketing Message focused on conversion
Google Maps Search Example:Purchase Tires
New Media Marketing Step 4: Social Networking: Facebook
Creating Meaningful Customer and Employee Relationships
Discount Tire4th of July Event
New Media Marketing Step 4: Social Networking: Facebook
Discount Tire uses Facebook to educate consumers on rotating tires
Good for consumersGood for Discount Tire
New Media Marketing Step 5: Social Networking: You Tube
Discount Tire Uses You Tube for Meaningful Customer Relationships
Famous “old lady commercial”
Educational Videosdiscounttire.htm
New Media Marketing Step 6 & 7: Social Networking:
Discount Tire is currently not leveraging
New Media Marketing Purchase Funnel
Success at Discount Tire
* Purchase Funnel Courtesy Steve Cissel CEO Media Inc
• Sales Conversion
•Meaningful Relationships with Consumers
Bill Dunwoodie
New Media Drivers License
Summer 2009
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