Purolator Filters Brand Honored With Automotive Communications Award

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Purolator Filters Brand Honored With Automotive Communications Award

The Automotive Communications Awards are presented annually at AAPEX for both business-to-business and business-to-consumer marketing efforts, including print, online, packaging and other categories.

Counterman Staff
By Counterman Staff
Published:

(from left): Kevin O’Dowd, global director of product and brand marketing for the automotive aftermarket for MANN+HUMMEL Purolator Filters LLC, and Tina Davis, senior marketing manager of brand and communications at MANN+HUMMEL Purolator Filters LLC, celebrating the award at AAPEX this year.
(from left): Kevin O’Dowd, global director of product and brand marketing for the automotive aftermarket for MANN+HUMMEL Purolator Filters LLC, and Tina Davis, senior marketing manager of brand and communications at MANN+HUMMEL Purolator Filters LLC, celebrating the award at AAPEX this year.

RALEIGH, N.C. – At this year’s Automotive Aftermarket Product Expo (AAPEX), Purolator received a 2016 Automotive Communications Award from the Car Care Council Women’s Board and the Automotive Communications Council. Two videos were produced as part of the launch of the company’s re-energized brand and new premium oil filter line, and won in the category of best business-to-business use of YouTube video. 

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“In planning the launch of the refreshed brand and new premium oil filter line, PurolatorBOSS™, at AAPEX last year, we wanted to create a way to visually communicate Purolator’s renewed promise that ‘Nothing Gets By Us’ and our rededication to protecting today’s high-tech engines,” said Kevin O’Dowd, global director of product and brand marketing for the automotive aftermarket for MANN+HUMMEL Purolator Filters LLC. “We produced these videos in an effort to engage and inform both current and potential customers.”

The Automotive Communications Awards are presented annually at AAPEX for both business-to-business and business-to-consumer marketing efforts, including print, online, packaging and other categories. The video award entries are assessed by a panel of judges on quality, content and overall messaging.

 In addition to being honored at the awards reception on November 1, Purolator exhibited its comprehensive line of filtration solutions for the aftermarket at AAPEX this year. To learn more and watch the award-winning videos, visit www.pureoil.com.

 

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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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