RESEARCH TRIANGLE PARK, N.C. – The Automotive Aftermarket Suppliers Association (AASA), the light vehicle aftermarket division of the Motor & Equipment Manufacturers Association (MEMA), and its Marketing Executives Council, have launched a new marketing campaign focused on the starting and charging category.
The aggressive new campaign, which is part of AASA’s “Know Your Parts” program, seeks to educate repair professionals on the importance of doing complete and proper diagnostics for starting and charging issues. Application of proper diagnostic techniques will help to cut down on unnecessary warranty returns of starters and alternators. Often, the part is not the problem, according to AASA.
The new campaign, created by MontAd Media, kicked off in March and will run for six months. It features an innovative training tool and new data/marketing techniques. It will be multi-channel campaign with a dedicated microsite, print ads in targeted trade publications, digital banner ads and social media outreach. “Professor Al” continues as the campaign’s spokesperson with a new tag line “All technicians are smart, great techs are diagnostic geniuses.”
The educational component of the program is accomplished with a new diagnostic eLearning tool created by AutoNetTV in collaboration with participating manufacturers. It is a self-directed, audio-visual, step-by-step presentation that makes diagnosing starting and charging issues easy and intuitive, according to AASA.
“We’re really excited about this campaign,” said Bill Hanvey, AASA senior vice president, programs and member services. “Preventable warranty returns have been an issue for a long time in this category. We’re confident that our new approach will have a positive impact on this problem. The campaign, the new eLearning presentation and the data we derive from them will have real value for our members.
The campaign also utilizes a new data-driven tactic to deliver ads to technicians and repair shops developed by MontAd Media called ShopReach360. In addition, new attribution software and techniques will be deployed that will allow AASA and its member companies to understand which marketing tactics were most effective.
The site features the new eLearning tool, a new promotional video and unique articles, graphics, videos and informative content from sponsor companies. The companies participating in the campaign are: ACDelco, BBB Industries, Bosch, Continental, CARDONE Industries, Dayco, DENSO, Gates, Litens, MPA and Remy.
“The participation of the members in this campaign has been very gratifying,” said Hanvey. “There is universal recognition that preventable warranty returns are a problem and that collaboration in creating a single platform where technicians can access valuable diagnostic information has benefits for all aftermarket suppliers.”
The Know Your Parts program, launched at AAPEX in 2009, has generated strong awareness among repair professionals. KnowYourParts.com, the website for the campaign, receives tens of thousands of repair professional visitors every month. It is the perfect platform from which to launch the new campaign, Hanvey says.
The new site for the Starting and Charging campaign can be accessed at www.KYPgenius.com.