2021 Top Shop Finalist: Lex Brodie’s Tire, Brake & Service Company – Tire Review

Lex Brodie’s Tire, Brake & Service Agency has lots to rejoice. Collectively with being named a Prime Store Finalist — the 4th time the dealership has taken Prime Store honors, together with revenueable the rivals in 2016 — it furtherly rejoiced its Sixtieth anniversary this yr. The event marks six many yrs of sustaining success and progress by valuing its staff, striving To current most worth to its clients, and giving again to its group.

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The Hawaii-based mostly shop, with 5 places in Kalihi, Aiea, Honolulu, Waipahu and Kaneohe, employs a staff of 105 full-time and two half-time staff. The dealership, which has a gross sales Combination of fifty/50 tires and car service, turned 100% worker personaled in January 2021, giving these staff members a stake Inside The company’s success.

A strong Basis

To understand the place Lex Brodie’s is right now, it’s important To try the shop’s humble beginnings. In 1958, Alexander “Lex” Brodie moved from managing the Dole Pineapple Cannery to proudly personaling a Chevron gasoline station in Kaneohe. Brodie turned acknowledged for his legfinishary Buyer assist. He based Lex Brodie’s Tire Agency in 1961 and opened the Honolulu retailer on Queen Road in 1964. As a Outcome of the shop grew in popularity, he expanded to Waipahu, opening a second location in 1972. Brodie’s trademark slogan, “Thanks…Very A lot!” turned legfinishary Inside The world.

Brodie purchased the enterprise in 1991 that led to the possession group LBTC Holdings, which embraced worker-house proprietors David Sands and Scott Williams. Since then there have been many progress milestones and accolades, together with three further places and numerous awards.

Today The company is overseen by a Administration Advisory Committee made up of CEO David Sands, Prefacetnt Michael Rizzo, And 4 Vice Prefacetnts: John Kelly, of operations; Keith Kobayashi, of mechanical providers; June Ota, of finance and administration; and Scott Williams, Of promoting and mannequin management.

Turning into an ESOP (worker inventory possession plan) shop in January is “a supply of pjourney for The staff, However it assists all of us To assist enhance the bar for ourselves because now we’re empohave beend That rather more,” says Sands. “There’s furtherly Barely Little bit of frifinishly peer strain For everyone to do their half, To assist the group succeed.” 

From its humble beginnings as Lex Brodie’s Tire Agency based by Alexander “Lex” Brodie in 1961, right now the enterprise is a thriving 5-location dealership in Hawaii, overseen by a Administration Advisory Committee.

Valuing Buyers

Lex Brodie’s staff have prolonged been empohave beend to do what it takes To primarytain clients as The very biggest precedence — and communication Is very important.

It begins with The primary impression: an up So far, straightforward-to-navigate internet website (lexbrodies.com); full suite of lively social media profiles; and spectacular customer scores on web websites like Google, Yelp, Facee-book and BBB. 

“Clearly understanding our clients’ considerations is The important factor to offering clients with the service they anticipate,” Williams says. “A group chief continuously screens feedagain, and critiques and responds to feedagain with three stars and under. These efforts have effectively Outcomeed in clients upgrading their preliminary rating critiques.”

World-class service extfinishs all by way of and after a customer’s expertise On the shop. Using digital car inspection reviews that embrace photographs, standing reviews and pricing supply transparency Inside the restore course of. To assist clients develop their information base and really feel more assured Inside their automotive automotivee choice-making, Lex Brodie’s developed ongoing resupply packages — Lex Brodie’s College and Car Care 101 — To assist make primary automotive ideas strategyable and nice.

Buyers can converse on Their very personal time with BBB Now Textual content material Chat, plus e-book appointments and get quotes on-line 24/7. For restores with prolongeder wait events, Lex Brodie’s has an Uber/Lyft program That currents clients with a free journey to and from The closest mall the placeas their car is being serviced. 

“Lex Brodie’s places itself Inside the automotive providers market as The worth chief on Oahu,” Rizzo says. “We’re not A discount shop, however We current extreme-extreme quality providers and merchandise with again-finish assist and assurances. Maximizing our clients’ money differentiates us from our rivals. We look So as to add worth to clients’ purchases and save them money the place We will.”

That Consists of a worth matching promise, As properly as to The favored Lex Rewards Program, By which clients earn HawaiianMiles airfare factors and Caveman Foreign money factors. Lex Brodie’s Fixed Eternally Repair Guarantee covers each parts and labor for the coated restore. The shop furtherly supplys a 4-yr limitless tire warranty and a lifetime tire service package deal.

To rejoice its Sixtieth “Thank-You-Versary,” the shop held a month-prolonged promotional advertising campaign By which Lex Rewards Members had The prospect to acquire As much as $60 in Caveman Foreign money discounts.

Professional Staff

Caring For patrons is a loyal staff, of which 86 % of staff have Greater than 10 yrs of expertise On the dealership, on common.

Lex Brodie’s halfners with automotive and tire industry chiefs To current its proprietor-staff with ongoing and up-to-date information To enhanced serve clients and to further their automotiveeers. The shop halfners with TIA, Bridgestone Education Community, Michelin Studying Academy, Toyo Tires T3 Teaching, NAPA Autotech, Motorist Assurance Program and more. The Lex Brodie’s Construct-A-Tech Program makes use of NAPA’s Autotech Teaching curriculums (brake, suspension/steering, A/C heating & cooling, and electrical) and Is out there for current group members Who’re Considering A few automotiveeer in automotive service and restore.

The dealership, which has a gross sales Combination of fifty/50 of tires And restore, turned 100% worker personaled in January 2021, giving group members stake Inside The company’s success.

“Lex Brodie’s standardized internet-based mostly training program brings consistency to our group’s training and efficiency, and permits us to quantify and encourage our group’s progress,” Williams says. 

The training system exposes staff members to dehalfmental training using A mixture of seen aids, testing and industry producer resupplys with The purpose Of transforming them into properly-rounded staff. 

“Teaching is shiped in A very particular and ordered method, so We will management and gauge The extent Of information of our staff,” Kelly says, including This method is paired with palms-on training to cement information by combining concept with sensible instruction. 

“We’ve developed a revenueable environment the place our staff confacetr their presence and contrihoweverion makes a distinction,” he says. “Engaged staff work more sturdy and deal with clients extremeer understanding whOn they do has worth.”

Evolving the Brand

Based on feedagain, clients’ two primary considerations When it Includes automotive automotivee choice-making are Time and money, Based on Williams. 

“This assisted streamline our advertising strategy by niceneling our efforts by way of our Marketing Mantra: On A daily foundation worth our customer’s time and try to ship most worth for our customer’s money,” he says. “This mantra is the navigation system which we plug into our extreme-pohave beend advertising engine To primarytain goals on monitor.”

The shop’s mannequining and messages are ubiquitous — found on radio, Tv, print and digital. Through the yrs, the advertising mix has modified, with a current emphasis on digital strategies together with its personal internet website, Search engine optimization and pure rating, Google My Industry Pages with Google Maps, social media, Yelp and Bing enterprise pages, and Google AdWords with conquesting and retargeting.

Merely because Lex Brodie’s Is Amongst The numerous most iconic fashions in Hawaii doesn’t imply It is going To primarytain that method with out placing in promoting effort, Williams notes. “Sustaining and evolving the Lex Brodie’s mannequin Is An important factor in our advertising efforts To primarytain us forward of our rivals.”

Well-acknowledged And simply recognizable mannequining advertising campaigns embrace “Pothole Blues,” “Lex Rocks!” and “Lex Get Exact,” a customer education advertising campaign that identifies primary particulars about automotive upprimarytain Which will save people money. 

As needed, the shop makes use of focused advertising campaigns to share particular messages. For event, one extreme-quantity Tv mannequining advertising campaign focused Sears clients as the Sears Oahu retailers have been closing. Lex Brodie’s supplyed to honor Sears Hawaii restore and tire service warranties.

What makes the dealership stand out isn’t simply its far-reaching, in-depth advertising and promoting, however. Lex Brodie’s has The tactic of quantifying its efforts Proper dpersonal to a science. The shop’s advertising optimization has Outcomeed in As much as 75% actual, monitorable advertising leads. 

“We use the wealth of digital knowledge…to intently monitor and measure the effectiveness and return for our advertising initiatives,” Williams says. “In consequence, We now have been In a place to make huge and daring advertising price range shifts Which have paid off.”

Marketing knowledge evaluation embraces Google Analytics, Google Search Console, Google My Industry dashboards, Yelp Industry Dashboard, Facee-book Advertisements dashboard, YouTube Dashboard, Hawaii DOT visitors maps, Oahu Zip Code Maps with HH & Vehicle Data, and vfinishor dashboards (Kukui, AdTaxi). 

“We monitor which platforms are working and if current price range will enhance have had a strong ROI, As properly as to market trfinishs to decide alternatives and weaknesses,” Williams says.

Supporting Buyers & Community

An factor of the dealership’s advertising efforts extfinish Proper into a wider objective: relentlessly assisting the group.

Established in 2004 in honor of the shop’s founder, the Lex Brodie’s Tire Agency Basis proceeds Brodie’s legacy of assisting the group that he serviced. Through the yrs, The inspiration has assisted many organizations, together with Brpersonal Luggage to Stardom, Lemon Help Alley, B.R.A.V.E. Hawaii, Driver’s Education, BBB College students of Integrity Regional Scholarship, and Elevating & Celebrating Efficient Educating & Teachers.

Lex Brodie’s “Love Hawaii — Share the Aloha” program was designed as An alternative for the group To assist contrihowevere niceds to charities of their selection. Buyers Who’re An factor of the Lex Rewards Program can choose An space non-revenue to acquire a donation of As much as 2% of their invoice.

Amongst its most properly-acknowledged initiatives is the “Thanks…Very A lot” Award program, which invites scholars in grades 4-12 To write dpersonal a letter of appreciation to somebody who has impacted their lives. Teachers submit scholars’ letters Yearly, then a scholar’s letter Is chosen and acknowledged with As much as six winners a yr. 

The award has acknowledged Greater than 120 letters with halficipation from over 200 Private and non-private schools. Extra than $200,000 in prizes has been awarded by way of class donations and non-revenue donations (chosen by the revenueable scholars).

“Lex Brodie’s embraces a enterprise sustainability mannequin which balances good enterprise practices with giving again to the group,” Williams says. “There’s the PR motivation, however When you start doing it And also you see The way you’re impacting and touching others’ lives, the PR facet disappears Because you only Discover your self to be Enthusiastic about it. You see The way you’re making a distinction.”

Wanting Ahead

Finally, Lex Brodie’s will proceed to uphold its worths of honoring clients, group and proprietor-staff the placeas adapting its enterprise as needed To Sustain with the altering events and primarytaining forward of the rivals.

 While the Administration Advisory Committee alstrategies appears for alternatives to open new places, Inside The subsequent 5 to 10 yrs it plans to optimize the enterprise by listening to clients, Expecting alternatives, and confacetring new utilized sciences To assist streamline The client expertise.

“What differentiates Lex Brodie’s from our rivals is that we’ve effectively created our personal lane constructed upon A worth-based mostly tradition,” Sands says. “That might not simply an inspirational poster we tack on the wall, however An actual, the place-the-rubber-meets-the-street Marketing method constructed with innovation and 60 yrs of expertise. If being a Prime Store implys sustaining success and progress by valuing our staff, striving To current most worth to our clients, and giving again to our group, then sure, We’re a Prime Store.”