PARTNER
Tire Discounters
INDUSTRY
Automotive
SOLUTIONS PROVIDED
Email/SMS
Journeys
Platform Enablement
SEO
CLIENT
Tire Discounters
SOLUTIONS PROVIDED
Email/SMS
Journeys
Platform Enablement
SEO
The Outcome
20+
Acquired brands transitioned
2.5-year
Brand transformation plan developed
1000+
Customers retained
The Challenge
Tire Discounters is a family-owned business that has experienced rapid growth over the past several years due to a robust acquisition strategy. TD focuses on acquiring small, often family-owned businesses that align with its high standards for quality work and superior customer service. When a local shop is acquired, it can cause uncertainty with its current customer base. TD wanted to develop a scaleable communication strategy that integrates the long-standing family name, brand identity, and reputation to communicate to their newly acquired customers.
The Approach
HyperDrive worked with the TD Marketing and Communications team to build an automated email marketing communication strategy to introduce the Tire Discounters brand to newly acquired customers over the first 2.5 years. During the initial period after an acquisition, email marketing will migrate into the TD platform but remain branded as the acquired company. TD branding and content are introduced over time until the content becomes exclusively TD. The change impacts images, logos, copy, and email “from” names and is automated to change throughout the 2.5-year transition. HyperDrive built this program within the Salesforce platform.
