I think Les Schwab is doing something right. If case you haven’t seen the ads on TV, Les Schwab is giving away free beef with the purchase of new tires. Free Beef! Are you hearing me people? Buy tires, get free beef. It’s marketing genius, and they’ve been doing it for years. After all, when it comes to closing a tire sale, nothing sweetens the pot like red meat.
I can only imagine how this promotion came to pass:
Customer (hesitantly): “Well, the warranty is good, and the price is right… but I’m just not sure…”
Salesman: “Alright, you’re twistin’ my arm here, but how ’bout I throw in a big hunk of raw meat and we call it a deal?”
The marketing team at Les Schwab apparently studied their key tire-buying demographic and reached this conclusion:
1. Let’s face it, vegetarians don’t buy tires.
2. The tire-buying public are all bloodthirsty carnivores.
With this in mind, they knew that offering “Free Salad!” with every tire purchase would get them nowhere. And thus, the free beef campaign was born.
To fully appreciate the brilliance of this promotion, we need to understand their use of two seemingly unrelated products. They combined tires and beef into complimentary goods. First of all, this promotion could never succeed with other products. Can you imagine: “Buy a Home Pregnancy Test, Get Free Beef!” or “Buy Tires, Get a Free Nipple-Piercing!” Because of this campaign, beef and tires now go together like peanut butter and jelly. You almost can’t imagine one without the other. And therein lies the genius.
Finally, speaking as a man that eats six servings of red meat per day, this is a dream come true. How many times do I find myself making two special trips for both tires and beef? This promotion by Les Schwab is one stop shopping, at it’s best.