Male Gen-X, Millennial Opps: Mavis Tire taps CMO amid spend decreases (Score 49)
Sales lead: This hire will likely lead to spend shifts & agency appointments. .png)
- Mavis Tire (MT) recently hired Kevin Fournier as CMO.
- Fournier joined from Discount Tire, where he served as marketing & advertising director.
- He now leads all of MT's marketing operations.
Target demographic: Gen-X & Millennial Men
The company will likely:
- Return to 2021 spending levels
- Utilize additional marketing channels
- Seek agency assistance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: MT spent just $17.4k on digital display ads YTD, down 60% from $43.7k spent in this channel during the same time period of 2022.
- YTD data: 1.2m impressions via YouTube (65%), desktop display (31%), and mobile display (3%).
- 2021-2022 spend: Full-year spend plummeted from $261.4k in 2021 to $49.8k in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as youtube.com and atlantafalcons.com.
Agency analysis:
- Opportunity: Contact the new CMO now to be top-of-mind.
- MT does not currently work with any agencies to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
