European marketing strategy for Michelin dealers

Meet Michelin

Michelin was founded in 1889 as a family business. It now owns 72 production locations across 19 countries, employs about 109,000 people and has a marketing approach for over 170 countries.

Challenge

Improving the marketing of Michelin dealers in a cost-efficient way.

Solution

Web audits, content, advertising and more.

When real life goes digital

Michelin had been auditing its dealer network in person for years but noticed a need for digital maturity.

That’s why iO developed a standardised web audit for Michelin Benelux and a way for them to grow their online presence. With a few rapid-fire checks, we were able to suggest concrete quick wins the dealers could tackle straight away. If a dealer implemented enough of the suggestions, they were allowed to call themselves a Michelin Quality Center.

Content support

Content marketing was also part of the deal. We made the process as easy as possible – by giving dealers ready-made content plans with social posts that were good to go, for instance.

The dealers pick out the content they like and post it to their channels. The more we took care of in advance, the easier the dealer’s job became. And the higher the rate of adoption. Because of this general approach, the communication was also more completely in line with Michelin’s brand values.