Background
NTS Tire Supply, based in Redwood Falls, Minnesota, was “just another tire shop.” Like any other industrial tire dealer, NTS fielded calls for replacement tires from farmers and construction companies. But company leaders had a different vision for the company’s future. Rather than fight a crowd of competitors for those replacement sales, why not become a new type of tire shop? A tire shop that actually works with farmers to make their operations more profitable through smart tire and wheel strategies.
Brand Transformation
In simple terms, NTS Tire Supply wasn’t rebranding: the company was creating an entire new category. To put the plan in motion, LEAD Marketing & Design began with a complete overhaul of www.ntstiresupply.com. A new tagline, “Drive Your Farm Forward,” became the heart of the company’s branding. Professional photography and masculine branding made the site a place where farm customers wanted to “spend a little time.”
Branded Photography
Videography
Website Contents
- A Home and About Us page that explain why farmers should view a tire as a business decision and not something big, round, and rubber.
- Equipment configurators that allow farmers to input their equipment makes/models to see available tire options.
- Online store.
- Practical Traction Knowledge: The NTS Tire Supply blog with more than 20 articles on smart tire strategies, emerging technologies, and product reviews.
Results
NTS Tire Supply is now widely recognized as a leader in the industrial tire market and has performed over 25,000 tire upgrades on farm equipment across America. Remember: these aren’t your average replacement tire sales. These are value-added sales that landed because farmers have bought into the idea that the right tires and wheels can really Drive Your Farm Forward.
