The Complete Guide to Tire Shop Marketing in Canada

Canadian tire shops face a unique challenge: extreme seasonal demand. October and November are chaos; January is dead. The shops that thrive have figured out how to spread that demand, retain customers year-round, and compete against the Costcos and Walmarts of the world.

This guide will show you how to build systems that create predictable revenue, keep storage customers loyal, and turn seasonal chaos into manageable growth.

Managing Seasonal Demand

The secret to surviving seasonal chaos isn't working harder during peak weeks—it's spreading demand across more weeks. Early-bird campaigns are your best tool.

The Early-Bird Strategy

The goal: move 30-40% of your seasonal appointments earlier in the season, when you have capacity. Incentives like priority scheduling or free services work better than discounts.

Retaining Storage Customers

Storage customers are your most valuable asset. They're locked in for both seasonal changeovers and have an ongoing relationship with you. But they're also the most likely to forget about you.

Storage Customer Communication Sequence

1. Season end: Thank you + confirmation of storage + date reminder
2. Mid-season: "Your tires are safe! Here's what we inspected"
3. 3 weeks before changeover season: "Time to book your changeover—early appointments available"
4. 1 week before season: "Confirm your appointment—book now before we fill up"

Building Year-Round Revenue

The tire business isn't just seasonal. Rotation reminders, alignment services, and tire replacement opportunities exist year-round.

Rotation Reminder System

Most customers should rotate tires every 8,000-12,000km. Track mileage at every visit and send automated reminders:

• Reminder at 500km before rotation due
• Easy online booking link
• Alignment upsell opportunity

Competing with Big Box Stores

You can't compete on price with Costco. But you can compete on convenience, expertise, and relationship:

• Convenience: Online booking, quick turnaround, no membership required
• Expertise: Proper balancing, TPMS service, alignment capabilities
• Relationship: They know your name, your car, your preferences
• Storage: Costco doesn't store your tires—you do

Building Your Online Reputation

When someone searches "tire shop near me," reviews determine where they go. Every service visit is a review opportunity.

Review Request Timing

Request reviews same-day, while the experience is fresh. For tire shops, the best moment is right after pickup when they're driving on fresh tires.

Automating Customer Communication

During peak season, you don't have time to manually send reminders, follow up on bookings, or request reviews. Automation handles it all.

Essential Automated Sequences

• Seasonal campaign: Early-bird reminders starting 6 weeks before peak
• Appointment confirmations: Immediate booking confirmation + reminders
• Storage reminders: Mid-season check-in + changeover booking prompts
• Post-service: Thank you + review request + rotation reminder setup
• Rotation reminders: Mileage-based follow-ups