Michelin

How to design a marketing campaign to sell more tyres

Michelin's answer was brilliantly indirect: give people a reason to drive furtMichelin's answer was brilliantly indirect: give people a reason to drive further.

In the early 1900’s, they launched a free guidebook for motorists - maps, repair shops, places to refuel, and restaurant recommendations to give drivers destinations worth travelling to.

Today, that same guide has become the famous ‘Michelin Guide’ for exceptional restaurants across the world so whilst it promotes some fine eateries, the Michelin brand remains.

The genius? They weren't selling tyres directly. They created a culture of travel and exploration. More journeys meant more miles leading to more tyres sold.

The Lesson

Michelin understood something many businesses miss: the best way to increase sales isn't just about selling harder.  In this instance, they gave motorists something useful that ultimately, would require more use of their product