3mm Campaign Gets Moving

In tyre safety terms the 3mm campaign has been the principal initiative for the tyre industry in 2005, according to the NTDA’s Richard Edy. And this is something that is demonstrated by the fact that Tyre Awareness Week in October, got a total of 75 minutes of local radio airtime. Due to this success it is more than likely that the organisers will use the same approach next year

Take up on the NTDA’s POS packs has been good with 1000 going out to both members and non-members. Furthermore the 3mm campaign had a significant amount of unexpected interest from franchised dealer networks. As long as the message is getting across to motorists the NTDA does not mind where the interest comes from, Edy said, welcoming other companies from the motor industry to get involved. “It’s a shame some members haven’t actively joined in,” he added.

The NTDA director explains that at one retailer based in the East Midlands the promotional material has gone down particularly well, with consumers showing interest in the tread depth gauge that comes as part of the leaflet. “The campaign publicity has been very positive and we have taken every opportunity to get the message across. Focused media attention on tyres can’t be a bad thing.”

Despite these positive examples, the NTDA is said to have been disappointed take up was not better still. Having said that, the powers that be always looked at the campaign as a long-term project, knowing it is unrealistic to expect amazing results at the start.

2006 will bring with it more of the same efforts, but as Edy points out there is always an issue of resources: “We’d like to see more financial support from other manufacturers than Continental. “If you want to get the message across to millions of motorists you need to invest millions. The sort of resources that are currently being put into the campaign are not enough. The industry needs to be more involved, it can’t be done on a shoestring.”

Now that the NTDA is a member of the Tyre Industry Federation (TIF), it is likely to use this position to enter into further dialogue with the industry.

‘A life of its own’

Continental is one manufacturer that has been involved in the 3mm campaign from the outset. And according to Continental marketing manager, Tim Bailey, the campaign has “taken a life of its own.” However, while Continental continues to stress that the campaign is coming from a safety point of view, other manufacturers disagree and think it is led too much by the tyre industry.