Mark Morrison, co-owner of Tires First in Columbus Ga., states very clearly that having the owner as spokesperson “just works for us.”

“We’re afraid to change it,” he offers. The single location dealership has 24 bays and handles both retail and commercial (truck to OTR to farm) customers. Things are so busy, both Morrison and his partner, Tom Hargrove, work at the sales counter five to six days a week.

In Morrison’s opinion, being the spokesperson only works if you actually work in the store and are visible to customers. They know who you are, he says, and “they feel like they have a friend when they see us working in the store. It makes it easier to sell.”

In Morrison’s case, some other family members got involved. Morrison’s daughter appeared in a commercial extolling Tires First’s brand choices. Despite the pretty face, business fell off a little so Hargrove and Morrison went right back to appearing in the spots themselves.

Their advertising slogan is “Quality, Performance, Value, – Tires First” and they use it in every spot. Some spots have Morrison and Hargrove coming in just at the end, presenting the slogan. Often that is all that is needed. Appearing briefly can validate your company’s message and can be as powerful as appearing in the entire spot.

The co-owners also like to get out in the community. Their latest TV commercial was shot at nearby Ft. Benning, and they included a 10% military discount offer in the ad.

Being your own spokesperson will “separate your business from others by making it more personal,” says Morrison. “I want local people to see who we are and what we do.”

By Rick Barnhart
(from Tire Review: Everybody's A Star [Dec 11])