Andre and Edouard Michelin were at the beginning of their journey in tyre manufacturing. Here’s the Michelin Guide strategy.
Michelin Guide Marketing: Strategies For Success
However, they faced a significant challenge: there were fewer than 300 cars on the roads of France. To stimulate interest in car ownership, they took a bold step and created the first-ever Michelin Guide. This comprehensive resource was designed for novice drivers, featuring maps, tire-changing instructions, and listings of exquisite dining options.
They printed an impressive 35,000 copies and distributed them for free. Over the next ten years, the number of drivers skyrocketed, leading to an increased demand for the guide. The Michelin brothers then began charging 7 francs and expanded their distribution efforts. By 1908, various editions of the guide were available across Europe.
READ ALSO:Â What Are The Benefits Of Using Giphy For Free Brand Awareness?
The brothers could have easily settled for their initial success, but instead, they dedicated themselves to enhancing the guide year after year.
In the aftermath of the First World War, they employed inspectors to evaluate restaurants, leading to the prestigious Michelin stars being introduced.
By 1930, each new edition consistently topped the bestseller lists in France.
So, why share this story?
The Michelin brothers created a resource so valuable that they never had to focus solely on tire sales.
Car lovers were drawn to the Michelin Guide. Can you guess which tires they chose?