Ricky Ivey is the second-generation owner of Pueblo Tires & Service, a South Texas tire and automotive service company with 13 stores and a dedicated lube shop. His experience with tire shop marketing strategies spans decades of local advertising, brand development, store expansion, and operational growth.

Ivey also brings long-standing industry involvement to the conversation. He has served on the Texas Tire Dealers Association board since the 1980s and encourages dealers to build relationships through associations, buying groups, and operators in other markets.

In this episode…

Independent tire dealers sell products that customers can find in many places. Recognition comes from giving people a clear reason to remember the business. Pueblo Tires & Service approached the problem by creating “Shampoozie,” a made-up word tied to the company’s promise of superior service.

Building recognition required more than a memorable word. Pueblo placed the message across its advertising and kept funding marketing as media shifted from radio and television toward Google and social platforms. The expense remained visible every month, while the results took longer to measure.

Multi-location growth added another layer. Procedures helped Pueblo create consistency across stores, property ownership gave the company more control over its locations, and a separate lube shop created room for oil-change demand without disrupting tire sales. Marketing still depended on the experience customers received at the counter because advertising carried little value without honesty and a protected reputation.

Here’s a glimpse of what you’ll learn:

[01:21] Ricky Ivey and Pueblo Tires & Service

[02:19] Development of the “Shampoozie” brand

[07:29] Long-term investment in marketing

[11:30] Pueblo Tires family business history

[18:13] Operational systems supporting company growth

[20:02] Business expansion and a $1 million loss

[23:30] Development of a dedicated lube operation

[26:31] Customer transparency and brand reputation

[28:11] Industry associations and professional relationships

Resources mentioned in this episode:

• Pueblo Tires & Service Website
• Tread Partners
• Gain Traction Podcast on YouTube
• Gain Traction Podcast Website
• Mike Edge on LinkedIn

Quotable Moments:

• “You have to be really creative to sell tires because they’re kind of everywhere, especially nowadays.”
• “You have to pay attention to marketing, and it’s always changing.”
• “You can never, ever, ever recover your reputation.”
• “I lost $1 million in one year, and that was in 1992.”
• “You need to have some leverage over your properties.”
• “Get involved with your association, your buying groups, and get to know people in different markets.”

Action Steps:

1. Choose one service promise customers can remember and write a one-sentence definition for it. Review every location’s website, signage, social profiles, and printed materials for consistent use.
2. Build tire shop marketing strategies into a 12-month calendar. Set the monthly budget as a fixed percentage of sales and assign the campaign, channel, owner, and review date before spending begins.
3. Review recent customer complaints, declined work, and callbacks before increasing advertising. Correct unclear estimates, inconsistent inspections, and counter communication that puts the shop’s reputation at risk.
4. Document one customer-facing process across all locations by tomorrow. Start with vehicle intake, inspection findings, estimate approval, or final delivery, then give each manager the same standard.
5. Contact an industry association or buying group and schedule conversations with two dealers outside your market. Compare one operating process, one marketing expense, and one growth decision.