AASA Launches Hub Bearings Quality Awareness Campaign

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AASA Launches Hub Bearings Quality Awareness Campaign

Counterman Staff
By Counterman Staff
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The hub bearing campaign is the first in a series of category-specific campaigns designed to educate technicians, shop owners, service writers and other industry repair professionals on the value of installing only quality premium parts.

 

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RESEARCH TRIANGLE PARK, N.C. – The Automotive Aftermarket Suppliers Association has launched a new marketing campaign as a part of its successful “Know Your Parts” program focused on the hub bearing category.

 

119396aasajpg_00000069188The hub bearing campaign is the first in a series of category-specific campaigns designed to educate technicians, shop owners, service writers and other industry repair professionals on the value of installing only quality premium parts. The campaign is funded and sponsored by AASA and member hub bearing suppliers SKF, Timken, NTN, Federal-Mogul (Moog), Schaeffler (FAG), and Brake Parts Inc. (Raybestos).

The new campaign, created by Montgomery Advertising, kicked off in October and will run for three months. It will be multi-channel with a dedicated micro website, print ads in targeted trade publications, digital banner ads, a fully mobile optimized site, a strong social component and major presence at AAPEX, the industry’s largest trade show.

The site features unique articles, graphics and videos as well as informative content from sponsor companies. All of the content educates the repair professional audience on the benefits of installing only quality hub bearings. Those benefits include durability, proper ABS function and elimination of noise and vibration in vehicle operation.

“Hub bearings is a logical place to start for our new category-specific strategic focus,” said Bill Hanvey, AASA vice president, programs and member services, “The benefit of installing a premium product may not be initially perceived; but in the long run a premium product would prove its value through longer service life and better performance to both the vehicle owner and the service technician.”

The “Know Your Parts” program, launched at AAPEX in 2009, has generated a good deal of awareness among repair professionals on the value of specifying and installing high quality premium parts on customers’ vehicles. KnowYourParts.com, the website for the campaign, receives thousands of repair professional visitors every month. It is an excellent platform from which to launch the new Hub and Wheel Bearing campaign, according to Hanvey.

“We’ve had success with the Know Your Parts campaign to date,” said Hanvey. “It is was time, however, for us to take the message to the next level and provide service providers and consumers alike a resource that provides the information they need to make an informed product decision”.

Along with the launch of the new hubs campaign, AASA refreshed and re-launched the Know Your Parts site. The refreshed site features a video player and will be mobile friendly. In addition, the association plans to increase the social marketing efforts for the program.

The new site for the Hub Bearings campaign can be accessed at http://www.knowyourparts.com/hubs.

AASA will showcase the new Know Your Parts hub bearing category campaign at its exhibit during the Automotive Aftermarket Products Expo (AAPEX), Tuesday, Nov. 5, through Thursday, Nov. 7, at the Sands Expo Center, Las Vegas. The exhibit, located in Sands #34003, will feature campaign materials and demonstrations of the new dedicated micro website.

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Customer Service: How It’s Done

Customer service should be your number one priority, and it all starts with the greeting.

Eric Garbe
By Eric Garbe
Eric Garbe is a graduate of Columbus State Community College with a degree in Automotive Maintenance Technology. He has extensive independent and dealership field experience as a technician and shop owner and is an ASE Certified Master Technician and former Adjunct Automotive Professor. He has been professionally writing automotive technical articles and documents for many years and in his free time enjoys restoring old cars and creating custom interiors and upholstery.
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This is always an important topic to discuss, because I consider excellent customer service one of the most important tools you can have to earn trust, respect and repeat business from the customers that come through your door. Whether that customer is do-it-yourselfer from across town or the professional repair shop across the street, your business depends on a solid relationship.It’s a subject that I am passionate about, and it’s one that many people are losing touch with. Whether you are communicating to someone in person, on the phone or using some type of social media, good customer service and bad can both exist. You can’t afford the latter, so this is the first in a series of topics which can and should be shared from the front of the shop to the back. No matter which role you hold, you represent the shop and yourself. Customer service should be your number one priority.First on the list is the greeting. From the second a customer walks in the door, they need to know you appreciate them coming in and how important they are to your business. First impressions are everything and here’s the correct way to do it each and every time: look them directly in the eye, smile and say hello!Of course, you can say “Good morning” or “Welcome to Joe’s Autocare,” but it should be a formal greeting and the most important thing is that you have smiled, looked them in the eye and recognized that they have walked through the door.You should always retain a formal greeting until you are on a first-name basis with a customer. Only once you have established that level of relationship is it OK to use the less formal greeting of “Hi,” followed by the person’s name.This greeting does more than just indicate respect and appreciation for someone walking through the door. Most likely there are customers both new and old who are in earshot of your conversation. For newer customers, this continues to build rapport and reinforce their positive view of your shop; they see that you demonstrate respect and treat everyone in the same manner. For repeat customers, even ones that have been coming for years, the greeting is important because the way you treat them is the reason they continue to come.And when a long-time customer comes in and you greet them with “Hi [First Name],” this indicates your appreciation for them and that you’re glad to see them as a person, more than just a customer. New customers that witness this will see that your repeat customers are comfortable enough to be on a first-name basis, another indication of the trust they have in you.

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