Bill Bainbridge retired in March 2023 after more than 45 years in the tire industry. Bill was Vice President of Marketing and Business Development for CJ’s Tire and Automotive, where he helped grow the brand from 11 to 17 locations. His journey in marketing, communications, and sales involved nearly every area of the tire business from retail to wholesale. During his career, Bill established a track record of creating and managing marketing platforms that generated exceptional return on investment.

In this episode…

It seems like there's a new tire brand every time we turn around, and they’re all competing for space in the minds of consumers. What are some unique steps that someone starting a new brand can take to drive awareness?

According to Bill Bainbridge, who recently retired from working at CJ’s Tire and Automotive, sports are a highly effective channel. If he were launching a brand, Bill says he would make a large investment in marketing through motorsports. He urges new brands to have their products associated with motorsports or the technology involved in motorsports. Otherwise, Bill advises the use of regular athletic competition, like putting a magnet on the minivan driven by a soccer mom or hanging a banner on the outfield fence at the local high school baseball diamond.

On this episode of Gain Traction, Neal Maier and Matt Peters sit down with Bill, who draws on his vast marketing and sales experience in the tire industry to share some advice for building customer awareness with new tire brands and shops with only a few locations. Bill talks about how local sports can be used to bring attention to stores, brands and products. He also reveals a potentially-surprising media platform that often drives results for tire shops.

 Here’s a glimpse of what you’ll learn: 

• Bill Bainbridge details his unique entry into the tire industry
• Why working the sales counter at a tire shop is the most difficult job in the business
• Bill shares why he came out of retirement to work for CJ’s Tire and Automotive 
• What advice would Bill give to a new brand looking to build customer awareness?
• How a store can firmly establish itself in a community 
• Why radio is Bill’s preferred advertising medium
• Bill explains why sports marketing is a great investment for tire and repair shops

Resources mentioned in this episode:

• Bill Bainbridge on LinkedIn 
• CJ’s Tire and Automotive
• Paul Levengood Jr. on LinkedIn 
• Matthew Peters on LinkedIn
• Neil Maier on LinkedIn
• Tread Partners

Sponsor for this episode...

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email [email protected] to learn more.

John Repp is Sales Manager for Dunlap & Kyle Co., one of the leading tire distributors in the nation. John got his long-sought start in the automotive industry by taking a job at a National Tire Wholesale in Nashville, TN while working a second job to make ends meet. He worked several roles with Bridgestone for nearly 20 years before joining Dunlap & Kyle.

In this episode…

What’s the secret to building a long-term foundation of credibility for your business? Start by establishing core values and getting your team to buy in. According to John Repp from Dunlap & Kyle Co., his company’s core values are ingrained into its culture. When team members come to work, they live by the following mantras: Go Big, Champion Your Customer, Give a Damn, Get Your Hands Dirty, and Have Their Back. The mindset gained by upholding these values, John says, has yielded results that keep customers coming back.

On this episode of Gain Traction, John joins Mike Edge to discuss the benefits that come from implementing core values that are straightforward, recognizable, and demonstrable. They talk about how to make core values a deep-rooted part of your company culture, reflected in both internal and external relationships. John also praises the impact made by Dunlap & Kyle founder Bob Dunlap who, despite being over 90 years old, still comes into the office every day. Check it out!

Here’s a glimpse of what you’ll learn: 

• John Repp shares how the specific core values held by Dunlap & Kyle are ingrained into the company’s culture
• How Dunlap & Kyle fixes a mistake involving a customer
• John explains why every company employee needs to care, from the heart, about individual and team performance
• What does it mean to be willing to get your hands dirty?
• How Bob Dunlap built and maintained a track record of success

Resources mentioned in this episode:

• Dunlap & Kyle on LinkedIn 
• Dunlap & Kyle on Facebook 
• Tire Dealer of the Year Bob Dunlap
• Sammy Kershaw
• Business Conservationist: The Life and Work of Bob Dunlap documentary
• Mike Edge on LinkedIn
• Tread Partners

Sponsor for this episode...

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email [email protected] to learn more.

Chris Lawson is the Founder of Technician Find, which helps independent automotive and diesel repair shops use creative ads and social media marketing to find good techs faster. He is also a digital marketing strategist with Astute Social Media and host of the Technician Find Office Hours podcast. Chris launched Technician Find in 2017 after he was asked to give a social media presentation for ten independent repair shop owners, nine of which became clients.

In this episode…

If you own a tire or repair shop and need to hire an experienced, qualified technician, what is your process for recruitment? Do you post an ad somewhere online? If so, you may be going about it the wrong way — according to Chris Lawson of Technician Find, even if you have a good ad, it’s probably not being seen by a sufficient quantity of qualified people and you may end up hiring just a warm body.

Chris describes the process of finding a good technician as similar to starting out a fishing trip, beginning with the right bait — in this case, a unique ad. Once you have the right bait, you have to go where the fish are — social media. He says Technician Find’s process uses social media marketing and professional copywriting to recruit people who aren’t necessarily looking for new jobs to draw them into a story about how their life can make a transition and how they're the hero of the story.

On this episode of Gain Traction, Mike Edge welcomes Chris of Technician Find to discuss the best way for independent automotive and diesel repair shops to find and hire qualified and experienced technicians. Chris shares what makes his process superior to generic job ads and describes how he goes about finding the absolute best technicians to leave their current jobs so they can come and work for his clients. Don’t miss it!

Here’s a glimpse of what you’ll learn: 

• Chris Lawson talks about the number of cold calls he had to make as a new financial planner
• How Chris transitioned from financial services to helping repair shops find technicians
• What skill sets are required for finding technicians?
• Why Chris prefers to compare the process of finding a tech to fishing rather than hunting
• The biggest challenge Chris faces running Technician Find 
• Why generic job postings on Indeed are risky for employers looking for qualified applicants
• How Technician Find recruits qualified technicians to different shops

Resources mentioned in this episode:

• Chris Lawson on LinkedIn 
• Technician Find 
• Facebook
• Sonny McDonald in LinkedIn
• Toyo Tires
• Mike Edge on LinkedIn
• Tread Partners

Sponsor for this episode...

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email [email protected] to learn more.

Lance Bullock is President of OE Wheels, where he has worked since early 2006. He has used his background in finance and operations to contribute to the overall modernization, direction, and growth of the company. Under Lance’s leadership, OE Wheels has grown to become the largest independent replica wheel distributor in North America and is the parent company to 4Play Wheels and Defiant Wheels.

In this episode…

What should you do when demand outgrows what you have to offer? You expand your portfolio. That’s exactly what OE Wheels did, according to Lance Bullock. He says when wheels started flying off the shelves, OE forged a path to manufacturing: changing finishes, sizes, and some offsets. Eventually, OE Wheels evolved into a bit of an aftermarket replica company and started adding brands. Lance hired a designer and brand manager, and OE Wheels became the parent company to two new wheel brands: 4Play Wheels and Defiant Wheels.

On this episode of Gain Traction, Lance joins Mike Edge for a conversation about the growth and evolution of OE Wheels. Lance tells the story of how he left the corporate world to work and learn from his uncle. He talks about the blunt mentoring he received when he got there and the operational improvements that he recognized were needed. Lance explains how and why OE Wheels expanded its portfolio and grew the brand. Don’t miss it!

Here’s a glimpse of what you’ll learn: 

• Lance Bullock explains where he first became exposed to the automotive industry
• Why Lance left the corporate world to work for OE Wheels
• Where Lance first applied his vision upon starting with the company
• How OE Wheels chooses the brands it sells 
• Lance shares his proudest moment during his time with OE Wheels
• What makes OE Wheels confident the new wheels it sells will be popular among consumers?
• Why having a mentor can be more valuable than reading a book

Resources mentioned in this episode:

• Lance Bullock on LinkedIn
• OE Wheels
• 4Play Wheels 
• Defiant Wheels 
• Mike Edge on LinkedIn
• Tread Partners

Sponsor for this episode...

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email [email protected] to learn more.

Mason Hess is the Director of Global Mining Division at Purcell Tire and an Executive Board Member and past President of the Tire Industry Association. He is a third-generation “tire guy” whose grandfather ran an independent tire store and whose father worked in the tire industry for decades. Mason began working full-time in the tire industry in 1995, joining D&D Tire in 2007 before it was purchased by Purcell Tire.

In this episode…

When you think about the tires and the various industries that rely on them, you probably overlook the mining industry — which not only relies on very large and expensive tires, but also depends on a tremendous amount of service from tire professionals. Because of that dependence on service, Purcell Tire’s Mason Hess says there’s a true partnership between the mining and tire industries. Mining professionals purchase expensive tires — which can cost up to $100,000 apiece — before tire professionals go in with intent to add value, extend tire life, and reduce costs.

On this episode of Gain Traction, Mike Edge welcomes Mason for the first ever mining-centric conversation heard on this podcast. Mason talks about the size and costs associated with tires used in the mining industry and why tire service is so important. He also discusses his experience as past president of the Tire Industry Association and what he learned about its effect on industries like farming and mining.

Here’s a glimpse of what you’ll learn: 

• Mason Hess shares how he broke into the industry
• The size and cost of the biggest tire in the world
• How much money can you save when you make an improvement to a large tire?
• Keys to success in selling large, expensive tires
• Why the mining industry is more subject to market fluctuations than the tire industry
• How Mason sees tire providers and the mining industry working together moving forward
• Why tire service is so important for miners 
• Mason shares what he learned during his experience as TIA President

Resources mentioned in this episode:

• Mason Hess on LinkedIn 
• Purcell Tire 
• Modern Tire Dealer editor Mike Manges
• Modern Tire Dealer, May 2023 edition
• Roy Littlefield on LinkedIn 
• Mike Edge on LinkedIn
• Tread Partners

Sponsor for this episode...

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email [email protected] to learn more.

Roy Littlefield retired as CEO of the Tire Industry Association in late 2021. He began working there in 2002, and his tire industry career spans over 50 years. As CEO, he grew TIA’s membership from 2,700 to 13,000. He started his career in 1975, volunteering for Sen. Thomas McIntyre, D-NH, and worked for Sen. Barry Goldwater, R-CA, a few years later. His experience in politics taught him the importance of building strong relationships and paying attention to details. Roy earned a Ph.D. and teaches history, politics, and law at Catholic University.

In this episode…

The Tire Industry Association is working with government officials, on behalf of its 14,000 members, on two issues that are very​​ important to independent tire and auto repair shop owners: fines associated with tire registration and Right to Repair legislation. Right to Repair allows independent shops and car owners to repair vehicles on their own without requiring that they be taken to a dealership.

According to Roy Littlefield of TIA, association members have indicated that repair facilities generate about 70 percent of their income — which makes Right to Repair legislation vital for shop owners who are not affiliated with a manufacturer or retailer. Meanwhile, Roy emphasizes that independent shop owners should familiarize themselves with tire registration laws as soon as possible to avoid large fines that could completely derail a small business.

On this episode of Gain Traction, Roy joins Mike Edge for an important conversation about Right to Repair legislation and tire registration fines. Roy provides context on why both issues are important to tire and auto repair shop owners, explains how TIA is working with government officials on both matters and emphasizes the immediate need for shop owners to get up to speed on tire registration laws to avoid devastating fines. You don’t want to miss this episode!

Here’s a glimpse of what you’ll learn: 

• Roy Littlefield talks about how he worked his way into the tire industry 
• The secret to solving disagreements between tire manufacturers and retailers
• Why Roy considers the Right to Repair so vital
• How President Biden feels about the Right to Repair law 
• Roy details the current tire registration issue and the potential risks associated with it
• How the fines for failing to register tires get so large

Resources mentioned in this episode:

• Roy Littlefield on LinkedIn
• Tire Industry Association 
• President Biden and Right to Repair 
• Tire registration fines
• Jason Rook on LinkedIn
• Mike Edge on LinkedIn
• Tread Partners

Sponsor for this episode...

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email [email protected] to learn more.

Dave Vogel is General Manager at ASA Automotive Systems, where he leads all business operations. He has worked for over two decades, previously serving as Executive Vice President and Vice President of Sales. Immediately after graduating from Boise State University in 1983, Dave started his career with Goodyear Tires and worked his way from the ground up.

In this episode…

Consumer behavior and inclinations have seen multiple changes in all business sectors, including the automotive industry. Until recently, customer-facing team members at tire and auto repair shops would be somewhat evasive in providing any specific information to a person who was inquiring about a service or part over the phone — the goal has simply been to get the customer to come to the shop.

According to Dave Vogel from ASA Automotive Systems, that customer service mindset is no longer acceptable, especially for younger consumers. Dave says younger customers don't want to leave the house and don't want to talk to anybody if at all possible — in fact, they didn’t want to call the shop in the first place. As a result, it’s imperative that tire and auto repair shops stop being evasive and start accommodating them by providing all the information they’re asking for when they ask for it.

On this episode of Gain Traction, Neal Maier and Matthew Peters welcome Dave for a conversation about the importance of tire and auto repair shops acknowledging the behavioral trends of consumers and the willingness of software developers to continuously innovate in order to satisfy current and future customer desires. Dave explains how his experience doing customer service for Goodyear decades ago helps him in his current software executive role. Tune in!

Here’s a glimpse of what you’ll learn: 

• Dave Vogel shares what he learned from starting his career in a customer-facing role
• How working at the shop counter helped Dave use software to make operations more efficient
• Why ASA is widely respected as one of the preeminent shop management systems in the tire industry
• How tire industry software seeks to accommodate today’s online-oriented consumer
• What is ASA doing to develop software that can strike a balance between the different ways tire dealers do business? 
• The best piece of advice Dave has ever received

Resources mentioned in this episode:

• Dave Vogel on LinkedIn 
• ASA Automotive Systems 
• Goodyear Tires 
• Neal Maier on LinkedIn
• Matthew Peters on LinkedIn
• Tread Partners

Sponsor for this episode...

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email [email protected] to learn more.

Tom Diaz is the Coordinating Producer at Bright Bay Creative, where he contributes to the production of Netflix automotive TV shows. His first experience in the automotive industry was as a co-owner of a muffler shop in 1992. Despite not knowing what a muffler or catalytic converter were — or how to run a business — Tom’s passion for cars helped him to learn quickly. He found his muffler-related niche in import racing, and mufflers from his shop were routinely featured on the cover of Super Street, an import magazine. He then opened an auto accessory store which laid the path toward helping with the sponsorship of a TV show. 

In this episode…

Were you a fan of the show Pimp My Ride? It aired on MTV for six seasons from 2004 to 2007. Did you notice the difference between seasons 1-4 and seasons 5-6? According to Tom Diaz, who was part of the show’s production team, the show started to go downhill in its fifth season. At that point, he says everything on the show was fake — fake stuff, fake owners, fake cars, and a fake cast. Are you curious about the behind-the-scenes craziness involved with producing that show?

On this episode of Gain Traction, Neal Maier and Matthew Peters are joined by Tom to talk about the making of Pimp My Ride. Tom shares how he broke into the automotive industry and how his journey led him to television production. He explains how he got involved with Pimp My Ride and his experience helping with the show’s production. Tom tells an emotional story about how the owner of Strada Wheels helped him solidify his current role in TV production. Don’t miss this fascinating conversation!

Here’s a glimpse of what you’ll learn: 

• Tom Diaz talks about his background and how he got involved in TV production
• Why people working on automotive television shows were often not happy with Tom 
• Tom gets emotional as he shares how his friend helped him start working with Bright Bay Creative
• Which tires has Tom been particularly fond of over the years?
• What are the most exciting things about producing shows like Pimp My Ride?
• The challenges of working with multiple shop owners while creating content

Resources mentioned in this episode:

• Tom Diaz on LinkedIn 
• Pimp My Ride
• Street Designs Inc on Instagram
• Strada Wheels 
• Ryan Friedlinghaus IMDb
• Rico Aiello on LinkedIn
• Neal Maier on LinkedIn
• Matthew Peters on LinkedIn
• Tread Partners

Sponsor for this episode...

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.  

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email [email protected] to learn more. 

Jason Rook is the President and CEO of Independent Tire Dealers Group, where he leads a network of 1,000 independent tire dealer locations across the U.S. Jason specializes in strategic planning, business development, customer relations, and team building. His mission is to provide independent tire dealers with the best products, services, and resources available, while striving to foster a collaborative and inclusive culture within ITDG.

In this episode…

Many customers within the tire industry have found the place they go for all their tire-related needs, and it’s often a local mom-and-pop shop they’ve been frequenting for generations. Why? Because they can simply drop the keys on the counter and walk out the door. It’s not a corporate entity, just a place owned by a trustworthy local.

According to Jason Rook of Independent Tire Dealers Group, these small business tire shop owners have a valuable resource available in ITDG. Jason’s group negotiates programs with manufacturers, insurance companies, and different vendors. Even if you have one location in a small town, Jason says once you become an ITDG shareholder, you have $350 million in buying power behind you. All shareholders receive the same benefits, no matter the size or quantity of shops. ITDG is not a marketing group — it simply exists to put opportunities in front of independent tire dealers.

On this episode of Gain Traction, Mike Edge welcomes Jason for a discussion about the benefits of being a shareholder at ITDG. They talk about Jason’s small town upbringing, how he started in the automotive industry, why ITDG exists and the benefits it provides. Jason emphasizes the importance of smaller, independent tire dealers and shares how they can gain value from ITDG. Don’t miss it!

Here’s a glimpse of what you’ll learn: 

• Jason Rook explains how he came to realize his best role was in sales and leadership
• What is Jason’s five-year outlook for ITDG?
• Jason discusses the value of having both large and small tire dealerships as ITDG members
• Why local, smaller independent tire dealerships are important
• How ITDG is different from a marketing group
• What type of support does ITDG offer a new entrepreneur in the tire business?
• Jason shares a funny story from his career

Resources mentioned in this episode:

• Jason Rook on LinkedIn
• Independent Tire Dealers Group
• Dave Marks
• H-E-B
• CDC International Group
• Mike Edge on LinkedIn
• Tread Partners

Sponsor for this episode...

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.  

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email [email protected] to learn more. 

Robert “Sonny” McDonald is the Senior National Training Manager for Toyo Tires Corp USA. He started his sales career in the tire industry as a representative for The Tire Rack, where he worked for over a decade, and has been in his current position for more than 20 years. Sonny has also served as an aircraft maintenance specialist in the US Air Force.

In this episode…

As anyone who works in the tire and auto repair industry will tell you, customers don’t come to your shop because things are going well — if their car and tires were in good shape, they wouldn’t be in your shop. So what steps can you take to ensure your customers will stay happy in unhappy situations? How can you get them to trust you enough to come back to your shop the next time they need help?

According to Robert “Sonny” McDonald from Toyo Tires Corp USA, it starts with great training. His philosophy: when you're more comfortable with something, the easier it is to sell. When a customer service provider can ask the right questions, the more comfortable the customer will feel. Sonny says great training gets people excited, not only about the industry but about what they do.

On this episode of Gain Traction, Mike Edge welcomes Sonny for a conversation about all the ways the tire and auto repair industry benefits when its employees receive stellar training. Sonny shares how he came to appreciate the benefits of training, how it makes customers feel more comfortable, and why employees feel great about their jobs when they are well-trained. He also reveals which 1980’s TV show led to him being called “Sonny” instead of Robert. Don’t miss it!

Here’s a glimpse of what you’ll learn: 

• Robert “Sonny” McDonald’s origin story
• The Notre Dame football eras Sonny most enjoyed having season tickets for
• How Sonny got started in the tire business
• What makes the sales team at Toyo Tires successful?
• The keys to consistency in the tire industry
• Sonny shares how he, as a college student, got to know Tire Rack founder Peter Veldman
• Why people started calling him “Sonny” instead of Robert

Resources mentioned in this episode:

• Robert “Sonny” McDonald on LinkedIn 
• Toyo Tires  
• Peter Veldman, Tire Rack Founder
• Traction Summit 2023
• Smithers 
• Mike Edge on LinkedIn
• Tread Partners

Sponsor for this episode...

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.  

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email [email protected] to learn more.