2013 Michelin Signature Soccer Program SoccerEnrollment.com
Enroll now through March 15, 2013
By: Trone Brand Energy™ Michelin Team, December 2013 1
TCAR Document
Fun Facts
To date, nearly $15 million in both funds and equipment has been donated to soccer organizations across the country. When the Uniroyal Soccer Program began more than 13 years ago, about 3 million children were playing soccer across the US. Today, over 18 million children play soccer in the US. The soccer community is an ideal target market for Michelin because of the cars they drive, their medium income (over $75,000) and their concern with safety. More than 3,000 youth soccer leagues have benefited from this community outreach program.
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What is the Michelin Signature Soccer Program? The Michelin Signature Soccer Program is a retail program that drives traffic to stores by leveraging the relationships of the Michelin brand and dealers’ community involvement with the local soccer organizations through free soccer balls, through MasterCardŽ Reward Cards, and through donations to local soccer organizations.
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Michelin Signature Soccer Program Facts This is a community outreach program that drives store traffic, providing dealers with programs to increase exposure, improve MAST sales objectives, gain community recognition and builds customer loyalty with long-term consumer relationships. The only requirement to participate is a valid AAN. The program is 100% BDF approved. This program drives an average of 100 families to each store to take advantage of the free soccer ball, store service, MasterCardŽ Reward Card and fundraiser. The program targets the soccer organization’s family and friends who make no sacrifice to protect those they care about. They want safe, long-lasting, fuel-efficient tires.
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Michelin Signature Soccer Program Elements Three Main Parts: 1. Soccer ball giveaway 2. League fundraiser donation 3. MasterCard速 Reward Card Other Program Components: 1. Customized dealer service coupon 2. POS material to publicize program 3. News releases to the local media "We had a great response again this year. The local newspaper featured us for our commitment to our community. We have been doing this program every year since it was started. Now we are selling to people we gave balls to when they were kids." David Reynolds, South Main Auto Service, Blacksburg, Virginia
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Michelin Signature Soccer Program Elements
Traffic Driver—Soccer Ball Giveaway Free soccer ball redemption certificates Retailer builds relationship within the community
Community Goodwill —League Fundraiser Donation For every Michelin tire sold during the 30-day promotion, Michelin will donate $2 to the soccer organization The soccer organization promotes the fundraiser on their website
Sales Opportunity—MasterCard® Reward Card Soccer families will receive a $70 MasterCard® Reward Card with the purchase of four MICHELIN® tires, a $50 MasterCard® Reward Card with the purchase of four BFGoodrich tires or a $40 MasterCard® Reward Card with the purchase of four Uniroyal tires Converts soccer families that are in the market for tires into sales for all MAST brands Disclosure: The Reward Card cannot be reloaded with additional funds, nor can it be used at an ATM. For complete terms, conditions and fees, see the Cardholder Agreement in your card package. Reward Cards are issued by U.S. Bank, pursuant to a license from MasterCard International incorporated. MasterCard is a registered trademark of MasterCard International Incorporated.
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Michelin Signature Soccer Program Elements
Sales Opportunity—Customized dealer service coupon Track immediate sales
Support—Dealer material to publicize program POS kits MAX Items-print, web and radio
Awareness—News releases to the local media Customized press releases are sent to media
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What Should Your Dealer Expect? What is one new soccer family worth?
If only one soccer family becomes a regular customer, they are potentially worth: • •
$ 3,378 over 2 years* $ 8,445 over 5 years*
*2011 Aftermarket Factbook, Automotive Aftermarket Industry Association. Based on average maintenance cost in cents per mile and two vehicles per family.
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Michelin Signature Soccer Program Process 2. The soccer ball giveaway 1. Dealers enroll online at SoccerEnrollment.com
increases store traffic by driving soccer families into dealership
3. The certificate drives
consumers into purchase funnel
4. PR generates awareness, community recognition and goodwill
5. Fundraiser aspect drives loyalty
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Supporting our ASMs In an effort to support you and help increase your sales, we provide the following tools to help you educate tire dealers about the Michelin Signature Soccer Program. •The ASM Tool kit: • Soccer ball • Touchpoint • ASM Reference Guide •E-bulletin •Newsletter—The Game Changer •Trade Shows: e.g. Autoforce •Weekly Encyclopedia postings
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FREE 2013 Michelin Signature Soccer Program 5 lucky dealers will win a FREE program!
Five lucky dealers will win a FREE 2013 Michelin Signature Soccer Program for completing enrollment online by January 16, 2013! It’s estimated retail value is $1,000. Each dealer enrolled by that date will be placed in a drawing for one (1) free soccer program. Space is limited to the first 1,000 dealers. The winners will be notified by email, mail or phone in February 2013. For official rules, visit SoccerEnrollment.com.
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DOs & DON’Ts DO: Encourage dealers to enroll EARLY by visiting SoccerEnrollment.com. Advise dealers to use a hand pump to inflate soccer balls. Make sure dealers display soccer materials in their store. Be sure dealers inform consumers of Michelin’s $2 donation. Suggest a check presentation from the dealer to the soccer organization. Encourage dealers to offer a service coupon on certificates. Urge dealers to use their 2012 BDF Funds before enrollment ends on March 15, 2013. Encourage dealers to visit the soccer organization on big event days such as picture day.
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DOs & DON’Ts DON’T: Allow dealers to inflate soccer balls with a tire compressor. Encourage dealers to have certificates shipped to their store. Tell dealers they can have exclusivity with a soccer organization. Allow dealers to make photocopies of the certificates and pass them out. Let dealers enroll late—the deadline is March 15, 2013.
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SoccerEnrollment.com
Training
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Welcome
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AAN or Ship To Number
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Store Locations
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Store Hours
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Service Coupon
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Media Contacts
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Select Soccer Organization
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Soccer Ball Quantities
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Customize Soccer Ball
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Order Review
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Payment Options
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Payment Processing
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Michelin Signature Soccer Program Frequently Asked Questions Q: Which stores can participate? A: Retail stores with a valid AAN or Ship To number. Q: How will dealers know how many soccer balls to order if they don't know how many kids are in the league? A: We recommend 100–150 soccer balls. Typically, size 4 and size 5 are the most popular sizes. Q: Do the dealers have the option to purchase extra soccer balls once the program has started? A: Yes, they have the option to purchase generic (no store logo) soccer balls. Q: How should the soccer balls be inflated? A: Soccer balls should be inflated with a hand pump only. Please do not use an air compressor. Q: Do dealers have to find their own soccer organization? A: No. We will help match them with an organization and facilitate the program for them. Q: What organizations can a dealer be partnered with? A: Dealers can partner with a soccer league, YMCA, school, Boys & Girls club or any other youth organization.
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Michelin Signature Soccer Program Frequently Asked Questions Q: What organizations can a dealer be partnered with? A: Dealers can partner with a soccer league, YMCA, school, Boys & Girls club or any other community youth organization. Q: Can dealers have exclusivity with a soccer organization? A: Yes, but only if they are able to financially support the entire soccer organization. Q: Can multiple dealers within a city share a soccer organization if it’s large enough? A: Yes, since dealers typically order 100–150 soccer balls and the average size of a league is 700 kids, we do not restrict one dealer to one league. Q: When will the program begin? A: The 30-day program is determined by the soccer organization’s schedule and typically begins between August and December. Q: Are the MasterCard® Reward Cards sent to the dealer or the consumer? A: A MasterCard® Reward Card is sent to the consumer when they purchase a set of four Michelin, BFGoodrich or Uniroyal tires.
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Michelin Signature Soccer Program Frequently Asked Questions Q: How are the certificates distributed to the soccer organization? A: The soccer organization has the option to choose paper or electronic certificates. Paper certificates are shipped directly to the soccer organization. Instructions for downloading the electronic certificates are sent in an email to the soccer organization contact and they will forward that information to the league. Q: When the dealers share leagues, how are the promotion times handled? A: Typically, we try to make sure the programs do not run at the same time but occasionally there could be some overlapping. Q: Does the dealer send out press releases or does Michelin? A: Michelin sends out the press releases on behalf of the dealers, but the dealers are given copies to distribute to any press contacts they might have as well as posting on their own website. Q: When will the dealers receive their POS kits? A: POS kits are typically sent out in July. The kits are sent out in batches depending on when the dealer’s programs begin.
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2013 Michelin Signature Soccer Program To enroll: SoccerEnrollment.com For questions, call The Michelin Soccer Hotline at 1-877-894-3314 or email soccer@trone.com. Space is limited to the first 1,000 dealers to enroll! “On behalf of Akron City Soccer Club, I would like to express our heartfelt thanks to Hamad Tire, and to everyone at the Michelin Soccer Program for giving us the opportunity to participate in 2012. Individuals and organizations like Michelin are the reasons why our program continues to grow, and why it continues to make positive impacts in the lives of so many Akron children.� Oladele Olabisi, President/Founder Akron, Ohio
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