Case Studies Bridgestone/Firestone – Dealer Training Program Download Pdf The Challenge Bridgestone/Firestone needed a communications vehicle to convey basic tire information as well as selling strategies to Purchase Resale retail sales associates whose primary business IS NOT tires. Drawing from extensive content of an existing Pro Certification program that had been developed for corporate employees, MAI needed to condense the information, present it in an engaging format and, ultimately, encourage Purchase Resale sales associates to learn more about selling tires. The Solution MAI developed an on-going ProCert direct mail and complementary web campaign targeted to Purchase Resale sales associates. The program began with a series of six direct mail guides that were distributed bi-monthly and neatly summarized a particular aspect of tire nomenclature and/or tire sales. As an incentive to participate, each mailer incorporated a simple quiz and bounce back reply card entitling the sales associate to receive a ProCert prize -- either a baseball-style cap, t-shirt, or gear bag. In addition, MAI added a "Tire Education" section to Bridgestone/Firestone's Purchase Resale website. This online tool presents the information contained in the printed guides in a downloadable format. MAI also created and designed a racing-themed "video game" application that quizzes web visitors in a fun, interactive and informative way. The online ProCert program also accommodates prize redemption and the ability to repeat lessons. The Results After launching six initial guides in 2002, the enthusiastic response from Bridgestone/Firestone's Purchase Resale customer base begged the creation and distribution of six additional guides in 2003, with an additional four more guides planned in 2004. Also due to customer demand, each Purchase Resale account now receives three guides per location which has provided the opportunity to educate a wider audience. Since its inception, overall participation levels in the ProCert program have increased nearly 78%. In addition, participation via the website saw a 35% increase in March 2004 as compared to 2003 results. Elements - ProCert Logo Design - Direct Mail Series Creation - Website / Interactive Series - Database Management - Fulfillment Background Based on the theory that "the more they know, the more they sell," MAI developed the Bridgestone/Firestone ProCert program to provide Purchase Resale customers (auto dealerships, muffler and brake shops, and service stations - locations whose primary purpose is not to sell tires) the ability to sell Bridgestone/Firestone tires to end users.