In a sector as competitive as the aftermarket, standing out requires more than just quality products.
OK Tire and Groupe Ratté, the latter operating under the Point S banner, prove that tailored and creative marketing can make all the difference. Their success relies on well-thought-out campaigns that combine local presence, originality, and keen understanding of consumer needs.
These two major players distinguish themselves through their ability to balance partnerships, traditional advertising, and digital strategies to meet diverse customer expectations while leveraging the advantages of a strong national brand.
Shane Butner, Marketing and Communications Director at OK Tire, sees the network’s structure as a real competitive advantage. Within the cooperative, each owner-operator is also a shareholder. The independence of franchisees, Butner notes, allows them to establish strong roots in their community while benefiting from the support and visibility of a well-established banner across the country.
This balance translates into hybrid marketing. In addition to providing members with centralized human resources and tools to help personalize their campaigns, OK Tire has implemented a new social media publishing system. “It allows us to post on behalf of our stores,” explains Shane. “We convey our nationwide message, but they’re free to add their own content and share what’s happening in their business.” This strengthens their connection with customers while maintaining consistent communication that’s true to the brand image.
One of OK Tire’s marketing pillars relies on sports partnerships with the Canadian Football League (CFL) and Hockey Canada. “CFL offers national visibility through games, but we also have the Touchdown Support Communities program, which helps support football at a grassroots level,” says Butner. This initiative extends well beyond funding: professional players lead training sessions for youth, distribute prizes, and share motivational speeches. The collaboration with Hockey Canada now follows the same dynamic.

Broadening horizons
But “our biggest marketing challenge is also our greatest opportunity,” Butner notes. “We need to go further to show the breadth of our fields of activity.” Beyond maintenance and repair of passenger vehicles and light trucks, the network serves specialized sectors such as agriculture and mining. To promote its expanded offering, it has developed friendly campaigns featuring various vehicles, from pickups to tractors. This strategy aims to reposition the brand with a broader audience while maintaining its traditional customer base.
For its part, Groupe Ratté favors a human and personalized approach. Their communications, orchestrated by Annie Germain, Marketing, Customer Service and E-commerce Director, play the simplicity card with a humourous tone.
Leveraging her experience in retail and online commerce from fields outside automotive, she brings a fresh perspective. “I realized many customers didn’t grasp our service offering. So instead of telling them ‘you need an alignment because… we reversed the thinking and simplified a complex technical concept: ‘Here’s why you need an alignment.'”
This desire to “create an emotional connection to show them we understand their concerns” shines through in their television campaigns. These use references to draw parallels with services offered by Pneus Ratté locations.
One advertisement features a wobbly shopping cart to illustrate the importance of wheel alignment. “We caught attention with an object everyone knows and brought it back to our field. It shows how we can help people solve everyday problems,” explains Germain. Another example shows a skipping vinyl record suggesting that “Sometimes, you need to change your disc.”
This type of communication, both playful and understandable, well reflects the company’s philosophy. “We try to put ourselves in the customer’s shoes and speak their language so they feel confident. It creates a more authentic relationship.”
Innovating to recruit
Marketing at Groupe Ratté isn’t limited to attracting customers: it also plays a key role in recruitment. Facing workforce shortage challenges, Ms. Germain devised an innovative approach to attract new talent. “We realized the people we’re trying to recruit spend lots of time on their phones. So why not talk to them directly where they are?” she emphasizes. “Text messages are quick, effective, and allow us to reach profiles we wouldn’t have touched through more traditional channels.” This initiative has been a game-changer.
A second bold SMS campaign, launched shortly after the COVID-19 pandemic, offered seasonal candidates the opportunity to “make $1,000 per week,” addressing an immediate need for income.
Meanwhile, Groupe Ratté continues to refine its digital tools to simplify interactions. Online appointment booking and the implementation of a virtual store demonstrate their commitment to helping customers develop autonomy. “We want to demystify this technical world and help consumers make informed choices,” states Germain.
To strengthen customer loyalty, Groupe Ratté uses newsletters and targeted follow-ups. “We’re not just here to sell. We want to be seen as trusted advisors,” Germain emphasizes. These communications help maintain an active connection with subscribers while reminding them of services offered by the company. During peak periods, a reminder system allows them to book priority time slots.
OK Tire and Groupe Ratté share a complementary marketing approach: one emphasizes store independence and local and national partnerships, while the other stands out through its ability to personalize its message with an accessible tone. But what unites them is their capacity to adapt to motorists’ needs and innovate without ever losing sight of the human element.
These strategies show that marketing can be much more than just a sales tool. It serves as a lever for building loyalty, recruiting, and transforming the customer experience.