Winter Tires Marketing Strategy

This social marketing strategy has been developed to promote the use of winter tires in Alberta. This was developed through review of existing domestic market research, public perception studies and environmental scan of relevant winter tire marketing in Alberta. Limited data around comparability of use of winter tires and limited evidences of crashed due to non-use of winter tires were the main hurdles to establish a comprehensive review of any efforts given by the provincial government in Alberta.
Based on available reports and studies it is clear that winter tires outperform other types of tires. Furthermore, according to available public opinion research on the winter tire usage, it appears that the public does not fully recognize the benefits of winter tires, suggesting more focused education through marketing of provincial initiatives is required. A more sophisticated …show more content…
While it is challenging to work out the financial result of return on investment in social marketing like this, it is possible to measure an indirect impact of increased usage of winter tires, including low rate of casualties in traffic collisions during the winter and ultimate reduction in healthcare expenditure.
The message strategy to communicate the benefits of winter tires and use of mass communication channels such as, newspapers, TV, radio, etc. is proposed in this social marketing strategy. Efforts are given to establish the marketing communication budget using marketing communication mix such as advertising, events and experiences, online and social media marketing.
The success of this social marketing strategy for winter tires lies in increasing awareness and usage of winter tires in Alberta. The results of this mass social marketing strategy will be seen in the future issues on winter tires usage from Tire and Rubber Association of Canada (TRAC), CAA surveys and industry