LIQUI MOLY Targets US Audience with Chicago Bulls Advertising Deal

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Counterman has been serving auto parts jobbers, retailers and distributors since 1983.
Marketing

LIQUI MOLY Targets US Audience with Chicago Bulls Advertising Deal

With ads in the arena and on social media, the company seeks to tap into the broad appeal of the NBA team.

Counterman Staff
By Counterman Staff
Published:
From left to right: Peter Baumann, marketing director for LIQUI MOLY; Michael Reinsdorf, owner and president of the Chicago Bulls; and Sebastian Zelger, director of LIQUI MOLY USA.

German oil and additive specialist LIQUI MOLY said it has signed a two-year advertising contract with the Chicago Bulls.

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With ads in the arena and on social media, the company seeks to tap into the broad appeal of the NBA team.

The seven-figure ad deal “is our largest-scale sponsorship program ever in North America,” according to Peter Baumann, marketing manager at LIQUI MOLY.

The oil manufacturer’s brand will have a significant presence at the United Center, including permanent logo placement on the pole pads of both baskets, as well as on the Bulls’ digital platforms. The ad deal also opens up the opportunity for LIQUI MOLY to entertain customers at the games.

“This transatlantic collaboration is not purely an investment in our U.S. trade – its impact goes far beyond the region,” Baumann said. “The NBA is by far the most popular basketball league in the world, with hundreds of millions of spectators following the games worldwide. What is more, the Chicago Bulls have large numbers of particularly loyal fans – not just in North America but also in South America, Europe, Asia and Australia. The club itself claims to have 175 million fans worldwide – more than any other professional team in the USA.

“An attractive sport, a well-known league and a great team with a strong following – that’s a perfect combination as far as we’re concerned. The aim of this collaboration is to raise LIQUI MOLY’s profile in North America particularly, but also beyond. With their international orientation, both the Chicago Bulls and LIQUI MOLY are world brands in their respective areas.”

Even though LIQUI MOLY has focused its sponsorship on motor racing, the brand is increasingly appearing away from the racetrack. In its home country of Germany, LIQUI MOLY has for years been an exclusive partner to Ratiopharm Ulm, a team that plays in the German national basketball league. And in the United States, LIQUI MOLY now has been involved in ice hockey for a year, sponsoring the Los Angeles Kings of the NHL.

LIQUI MOLY’s U.S. sales are booming. In the first half of 2018, year-over-year sales were up over 40 percent, according to the company. LIQUI MOLY has made massive investments in the U.S. market, more than doubling its personnel there in the last two years.

“We are so pleased to have found a powerful partner in LIQUI MOLY,” said Matthew Kobe, vice president of business strategy & analytics for the Chicago Bulls. “A premium brand which shares a global reach and mutual interest towards quality and top performance is a great match for us.”

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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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