Marketing Leader’s New Division Fuels Tire Retailer’s Sharp Sales Growth

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Verified Cross Media showed Royal Tire that expanding avenues to customers and better targeting are best strategies for success.

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VCM literally doubled the reach of our data base of customers in three weeks.

Already having strong brand recognition, a leading tire retailer road-tested a new way to integrate its printing and mailing marketing services and reported remarkable financial success without putting any additional capital at risk.

Twelve retail outlets of Royal Tire turned to Verified Cross Media (VCM), a newly launched division of Las Vegas Color Graphics, to lead its March Madness promotional campaign.

Spending the same amount as it did on the identical campaign a year earlier, Royal Tire saw sales surge thanks to Verified Cross Media’s strategy of using e-mail, direct mail and websites to access customers through Twitter, Facebook and other social media.

“The success of our VCM campaign sparked March Madness in our stores,” said Brad Burley, Royal Tire’s chief marketing director. “One example: Our Alexandria retail location set a single-day record in sales with more than $9,000.”

VCM’s mission of efficiency is the engine behind its success, and Royal Tire’s year-over-year March Madness results illustrate best what this strategy does and can accomplish.

In 2012, the March Madness marketing campaign relied on direct mass mailing, with more than a quarter-million pieces touting discounts and in-store specials.

In 2013, with an identical March Madness marketing budget, VCM opened up more pipelines to customers and used data analysis to better target consumers. Even with direct-mail contacts trimmed to 32,000, Royal Tire increased sales by 20 percent.

In short, far more hits and far fewer misses. The data collected and analyzed also created a foundation for future and increasingly efficient campaigns.

In the three weeks of 2013 March Madness campaign, Royal Tire’s “Sign Up to Win” promotion generated more than 1,00 new email addresses for it data base.

“VCM literally doubled the reach of our data base of customers in three weeks,” Burley said. “That’s impressive.”

Nick Kennedy, VCM’s vice president of sales and business development, said that “Verified is impacting marketing strategies with this truism: It’s not the number of pieces you deliver that defines a campaigns scope anymore; it’s the real-time results that are now quantifiable.”    
About Us
Verified Cross Media, a Las Vegas Color Graphics company, offers powerful cross-media marketing solutions spanning print, Web, e-mail and mobile communications, Web-to-print software for e-commerce-enabled storefronts and marketing analytics for the tracking, analysis and refinement of live campaigns.

For more than 30 years, Las Vegas Color Graphics has been a leading integrated printing and mailing services provider to clients in Nevada and beyond. Las Vegas Color’s leadership in the printing industry results from our extensive repertoire of capabilities supplemented by unparalleled customer service since 1978.

For more information go to or contact Nick Kennedy @ 612.564.2144

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