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- Shot #88 : Why a tire company created a restaurant guide?
Shot #88 : Why a tire company created a restaurant guide?
A brilliant marketing strategy
Hello awesome marketers & founders 👋,This is Luv and here’s your weekly Marketing Shot :)
(Delivered every Tuesday)
In today’s Marketing Shot:🛠️ 5 Useful Tools & Resources💡 Why a tire company created a restaurant guide?
🛠️ 5 Useful Tools & Resources
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💡 Why a tire company created a restaurant guide?
Back in the early 1900s, André Michelin and his brother Édouard, the founders of Michelin invented the first ‘replaceable air-filled tire’. At that time, cars were very rare but the brothers were very ambitious and wanted to grow their business.
They understood that if they want to sell more tires, they would need more people to take long car trips.
But, for people to go out on a road trip, they needed a reason. The brothers realized that by providing valuable information and recommendations, they could incentivize more people to hit the road.
That's when the Michellin brothers had a brilliant marketing idea: The Michelin Guide.
The guide aimed to serve as a reliable resource offering useful information on all aspects of travel- maps, accommodations, fuel stations and of course, restaurants.
Michelin recognized that good food and dining experiences were essential for travelers. To highlight outstanding restaurants, the Michelin Guide introduced the now-famous star rating system in 1926. This system set a standard of quality for restaurants and became highly respected in the culinary world.
(Image source: Amazon.com)
The Michelin Guide's creation strategy served a dual purpose:
It positioned the company as an authority in the their industry, promoting the use of cars for long-distance travel. By offering helpful resources like maps and guides, Michelin built trust and credibility.
The guide strategically promoted the use of Michelin tires. As people went on culinary trips, they would rely on their cars to reach recommended restaurants. You can think of it as Michelin saying, "Hey, this place is top-notch and we've got the tires to take you there!". Michelin used the guide as an opportunity to showcase their tires' durability and reliability, reinforcing their brand message of safe and comfortable driving experiences.
📋 In case you missed the last Tuesday’s Market Shot- Why Red Bull left piles of crushed cans around the city?
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