14868 Michelin Area Manager Kit Purpose: Help AMs understand and present the Michelin Soccer Program
Concept 1 USB Drive containing: Interactive PDF presentation to provide consistent and complete talking points for the presentation of the Michelin Soccer Program to potential tire dealer participants. The talking points will outline, in this order: • Proven benefits of the program (traffic and $) • What the program is and how it will encourage that demographic to buy tires • How the program works • What the tire dealer has to do as a sponsor (from minimum to best practices) • Overview of the actual enrollment site • Outline of what will happen after the dealer has enrolled • Explanation of all the work that goes on behind the scenes to support his efforts
Together we’re supporting safety on the road and soccer on the field. Two dollars from every MICHELIN® tire purchase goes to support a local soccer league.*
Links to Web-based material (sites, videos, etc.) to be determined
Additional Materials:
The Official Newsletter for the Michelin Signature Soccer Program
We’re on your team.
Spring 2012
I am honored to introduce the new Michelin Signature Soccer Program. Over the past 12 years, the soccer program
• Examples of collateral PR material such as a newsletter and PR releases, including a soccer ball and certificates
Frequently Asked Questions about the Michelin Soccer Ball Giveaway
operated under the Uniroyal® brand. This year, the soccer
By participating in the Michelin Soccer program, you are making a difference in the lives of local youth soccer players.
needs of both the dealer and consumer. Some enhancements
If you have questions other than these, please don’t hesitate to contact the Michelin Soccer Program at 877-894-3314 or soccer@trone.com.
have been made in the transition, which include the new MichelinSoccer.com website. This fall, we are looking
Q: Who receives these soccer balls?
forward to the execution of the soccer program and we
A: When a soccer family brings in a certificate, they redeem it for a free soccer ball. Please do not give away any soccer balls to a child without a certificate.
opportunities the program offers. It is a chance to not
Q: How will the balls be delivered? A: You will receive boxes of deflated soccer balls in quantities of 50. Each box contains a different size of ball. We have included a reference card to help determine which each needs (though *Promotional periodsize valid forchild 30 days. See your local dealer for complete offer details. they may request a different size). All of your soccer balls will arrive before the start of your program.
Copyright © 2012 MNA, Inc. All rights reserved.
• Examples of other collateral material generally provided to participating dealers
program was upgraded to Michelin to better align with the
Q: How do I care for the soccer balls? The Michelin Man is a registered trademark owned by Michelin North America, Inc. Printed in USA. A: Store your soccer balls in an air-controlled, dry environment. Should they get wet, wipe the balls with a towel. If any of the balls arrive damaged, please contact us immediately. Q: How do I inflate the soccer balls? A: Please only use the included hand pump to inflate the soccer balls. The maximum inflation level is 8 PSI. DO NOT OVERINFLATE.
encourage all of our dealers to take full advantage of the only increase tire sales, but to also have an active hand in your local community. On April 2, Michelin launched its newest tire, the MICHELIN Defender . Families driven into ®
™
your store by the soccer program are ideal customers for the Defender. Thank you for enrolling in the 2012 Michelin
Soccer Program Fun Facts • To date, nearly $15 million has been donated to leagues through funds and equipment. • Over 3,000 youth organizations across the country have benefited from this community outreach program. • When the Uniroyal® program began 13 years ago, about 3 million kids were playing soccer across the US. Today, that number is close to 18 million. • Michelin donates $2 to the soccer organization for every MICHELIN® tire sold during the 30-day promotion. • One soccer family who becomes a regular customer could be worth over $3,378 over 2 years and over $8,445 over 5 years.*
Signature Soccer Program. We are excited about the progression of the soccer program and Michelin will continue to work hard to help ensure the success of your program this coming fall. Sincerely,
Q: What do I do with the redeemed certificates? A: Save these certificates to track how many balls have been given away (and how much foot traffic was brought to your store!).
Ana Martin Michelin Signature Soccer Program Manager
How to Get Publicity for Your Store Using the Michelin Soccer Program Michelin Soccer will send you, your league and local media outlets a customized news release announcing your total donation at the end of the program. Along with the customized news release, your league should receive their donation check for the amount listed. It’s a great idea to arrange a ceremony to hand-deliver this check to your league. You can present the check at your league’s end-of-year banquet, which is a great opportunity to see your goodwill in action and to invite the local newspaper to photograph the presentation. Proudly display the in-store materials we have provided to promote the program to everyone who visits the store. Don’t forget to mention to all customers that a portion of their purchase helps your local youth soccer league. This helps show your store’s commitment to your community as well as inspire the customer to feel good about their purchase. Encourage your soccer organization to take photos with their Michelin balls and to display them in the store and on social media sites. Please share any great stories, pictures or feedback with us at soccer@trone.com. Copyright © 2013 Michelin North America, Inc. All rights reserved.
Copyright © 2012 Michelin North America, Inc. All rights reserved. The Michelin Man is a registered trademark owned by Michelin North America, Inc.
*2011 Aftermarket Factbook, AAIA. Based on average maintenance costs in cents per mile and two vehicles per family.
Concept 2 Printed version of presentation in the form of a self-standing easel flip chart. The easel will be easy to carry and set up on a desk or table for presentation. The pages would be 8.5 by 11 or larger, but it doesn’t have to be huge.
Together we’re supporting safety on the road and soccer on the field. Two dollars from every MICHELIN® tire purchase goes to support a local soccer league.*
Additional Materials: Same as above but additionally stressing contact information, both on Web and at TBE.
The Official Newsletter for the Michelin Signature Soccer Program
We’re on your team.
Spring 2012
I am honored to introduce the new Michelin Signature Soccer Program. Over the past 12 years, the soccer program
Frequently Asked Questions about the Michelin Soccer Ball Giveaway
operated under the Uniroyal® brand. This year, the soccer
By participating in the Michelin Soccer program, you are making a difference in the lives of local youth soccer players.
needs of both the dealer and consumer. Some enhancements
If you have questions other than these, please don’t hesitate to contact the Michelin Soccer Program at 877-894-3314 or soccer@trone.com.
program was upgraded to Michelin to better align with the have been made in the transition, which include the new MichelinSoccer.com website. This fall, we are looking
Q: Who receives these soccer balls?
forward to the execution of the soccer program and we
A: When a soccer family brings in a certificate, they redeem it for a free soccer ball. Please do not give away any soccer balls to a child without a certificate.
opportunities the program offers. It is a chance to not
Q: How will the balls be delivered? A: You will receive boxes of deflated soccer balls in quantities of 50. Each box contains a different size of ball. We have included a reference card to help determine which each needs (though *Promotional periodsize valid forchild 30 days. See your local dealer for complete offer details. they may request a different size). All of your soccer balls will arrive before the start of your program.
Copyright © 2012 MNA, Inc. All rights reserved.
Q: How do I care for the soccer balls? The Michelin Man is a registered trademark owned by Michelin North America, Inc. Printed in USA. A: Store your soccer balls in an air-controlled, dry environment. Should they get wet, wipe the balls with a towel. If any of the balls arrive damaged, please contact us immediately. Q: How do I inflate the soccer balls? A: Please only use the included hand pump to inflate the soccer balls. The maximum inflation level is 8 PSI. DO NOT OVERINFLATE.
encourage all of our dealers to take full advantage of the only increase tire sales, but to also have an active hand in your local community. On April 2, Michelin launched its newest tire, the MICHELIN Defender . Families driven into ®
™
your store by the soccer program are ideal customers for the Defender. Thank you for enrolling in the 2012 Michelin
Soccer Program Fun Facts • To date, nearly $15 million has been donated to leagues through funds and equipment. • Over 3,000 youth organizations across the country have benefited from this community outreach program. • When the Uniroyal® program began 13 years ago, about 3 million kids were playing soccer across the US. Today, that number is close to 18 million. • Michelin donates $2 to the soccer organization for every MICHELIN® tire sold during the 30-day promotion. • One soccer family who becomes a regular customer could be worth over $3,378 over 2 years and over $8,445 over 5 years.*
Signature Soccer Program. We are excited about the progression of the soccer program and Michelin will continue to work hard to help ensure the success of your program this coming fall. Sincerely,
Q: What do I do with the redeemed certificates? A: Save these certificates to track how many balls have been given away (and how much foot traffic was brought to your store!).
Ana Martin Michelin Signature Soccer Program Manager
How to Get Publicity for Your Store Using the Michelin Soccer Program Michelin Soccer will send you, your league and local media outlets a customized news release announcing your total donation at the end of the program. Along with the customized news release, your league should receive their donation check for the amount listed. It’s a great idea to arrange a ceremony to hand-deliver this check to your league. You can present the check at your league’s end-of-year banquet, which is a great opportunity to see your goodwill in action and to invite the local newspaper to photograph the presentation. Proudly display the in-store materials we have provided to promote the program to everyone who visits the store. Don’t forget to mention to all customers that a portion of their purchase helps your local youth soccer league. This helps show your store’s commitment to your community as well as inspire the customer to feel good about their purchase. Encourage your soccer organization to take photos with their Michelin balls and to display them in the store and on social media sites. Please share any great stories, pictures or feedback with us at soccer@trone.com. Copyright © 2013 Michelin North America, Inc. All rights reserved.
Copyright © 2012 Michelin North America, Inc. All rights reserved. The Michelin Man is a registered trademark owned by Michelin North America, Inc.
*2011 Aftermarket Factbook, AAIA. Based on average maintenance costs in cents per mile and two vehicles per family.
Concept 3 Printed version of presentation in the form of a tabbed book or binder. The Area Manager can flip through easily from a seated position next to or across from the tire dealer.
Together we’re supporting safety on the road and soccer on the field. Two dollars from every MICHELIN® tire purchase goes to support a local soccer league.*
Additional Materials: Same as above but additionally stressing contact information, both on Web and at TBE.
The Official Newsletter for the Michelin Signature Soccer Program
We’re on your team.
Spring 2012
I am honored to introduce the new Michelin Signature Soccer Program. Over the past 12 years, the soccer program
Frequently Asked Questions about the Michelin Soccer Ball Giveaway
operated under the Uniroyal® brand. This year, the soccer
By participating in the Michelin Soccer program, you are making a difference in the lives of local youth soccer players.
needs of both the dealer and consumer. Some enhancements
If you have questions other than these, please don’t hesitate to contact the Michelin Soccer Program at 877-894-3314 or soccer@trone.com.
program was upgraded to Michelin to better align with the have been made in the transition, which include the new MichelinSoccer.com website. This fall, we are looking
Q: Who receives these soccer balls?
forward to the execution of the soccer program and we
A: When a soccer family brings in a certificate, they redeem it for a free soccer ball. Please do not give away any soccer balls to a child without a certificate.
opportunities the program offers. It is a chance to not
Q: How will the balls be delivered? A: You will receive boxes of deflated soccer balls in quantities of 50. Each box contains a different size of ball. We have included a reference card to help determine which each needs (though *Promotional periodsize valid forchild 30 days. See your local dealer for complete offer details. they may request a different size). All of your soccer balls will arrive before the start of your program.
Copyright © 2012 MNA, Inc. All rights reserved.
Q: How do I care for the soccer balls? The Michelin Man is a registered trademark owned by Michelin North America, Inc. Printed in USA. A: Store your soccer balls in an air-controlled, dry environment. Should they get wet, wipe the balls with a towel. If any of the balls arrive damaged, please contact us immediately. Q: How do I inflate the soccer balls? A: Please only use the included hand pump to inflate the soccer balls. The maximum inflation level is 8 PSI. DO NOT OVERINFLATE.
encourage all of our dealers to take full advantage of the only increase tire sales, but to also have an active hand in your local community. On April 2, Michelin launched its newest tire, the MICHELIN Defender . Families driven into ®
™
your store by the soccer program are ideal customers for the Defender. Thank you for enrolling in the 2012 Michelin
Soccer Program Fun Facts • To date, nearly $15 million has been donated to leagues through funds and equipment. • Over 3,000 youth organizations across the country have benefited from this community outreach program. • When the Uniroyal® program began 13 years ago, about 3 million kids were playing soccer across the US. Today, that number is close to 18 million. • Michelin donates $2 to the soccer organization for every MICHELIN® tire sold during the 30-day promotion. • One soccer family who becomes a regular customer could be worth over $3,378 over 2 years and over $8,445 over 5 years.*
Signature Soccer Program. We are excited about the progression of the soccer program and Michelin will continue to work hard to help ensure the success of your program this coming fall. Sincerely,
Q: What do I do with the redeemed certificates? A: Save these certificates to track how many balls have been given away (and how much foot traffic was brought to your store!).
Ana Martin Michelin Signature Soccer Program Manager
How to Get Publicity for Your Store Using the Michelin Soccer Program Michelin Soccer will send you, your league and local media outlets a customized news release announcing your total donation at the end of the program. Along with the customized news release, your league should receive their donation check for the amount listed. It’s a great idea to arrange a ceremony to hand-deliver this check to your league. You can present the check at your league’s end-of-year banquet, which is a great opportunity to see your goodwill in action and to invite the local newspaper to photograph the presentation. Proudly display the in-store materials we have provided to promote the program to everyone who visits the store. Don’t forget to mention to all customers that a portion of their purchase helps your local youth soccer league. This helps show your store’s commitment to your community as well as inspire the customer to feel good about their purchase. Encourage your soccer organization to take photos with their Michelin balls and to display them in the store and on social media sites. Please share any great stories, pictures or feedback with us at soccer@trone.com. Copyright © 2013 Michelin North America, Inc. All rights reserved.
Copyright © 2012 Michelin North America, Inc. All rights reserved. The Michelin Man is a registered trademark owned by Michelin North America, Inc.
*2011 Aftermarket Factbook, AAIA. Based on average maintenance costs in cents per mile and two vehicles per family.
Leave Behind Options
• Printed, abbreviated version of the presentation, much like the spiral-bound reference guide • Brochure updated from the presentation • Updated existing one-sheet • One-sheet FAQ and contact information on the back of a “We’re on your team” postcard or poster • List of local participating dealers and contact number of one who agrees to be a reference
In general, we think the Area Manager should have some sort of giveaway in exchange for the tire dealer’s time (ideally connecting Michelin to soccer if not explicitly the Michelin Soccer Program).
• Soccer-shaped water bottle (already on Michelin’s webstore) • Michelin Man bobblehead with soccer ball next to his feet • Trade ad made into poster for shop or office • Michelin-branded pens with soccer ball on end • Pen cup with soccer and Michelin logos to sit on sales counter • Branded LED flashlight the tire dealer can actually use