Putting your brand in the driving seat

Perhaps the most challenging aspect of making promotions work in the automotive aftermarket industry is getting over or around the apathy of consumers. Consumers “drive” most other markets, even if not directly, but not so in the world of automotive replacement parts.

Whilst supposedly not trusting of the garage/fitter, the majority of consumers are surprisingly not the least interested in knowing about the parts, brands or functions – uncommon in today’s world of internet research and Which? Guides.

So brands must rely on the wholesalers, retail managers and fitters to know their stuff and choose wisely or to advise consumers on making the right decision that’s best for the vehicle and the way it’s driven.

For product suppliers and brands that’s quite a task. The trade has suffered from a culture of wanting an easy-sell and “what’s in it for me”. To avoid perceptions of ripping off customers garages often like to be seen to offer the cheaper option. Staff shy away from upselling and believable, well-founded advice is rarely offered.

But the tide of change is now bringing forward key chains and independent garages with fitter business acumen.

Manufacturers and suppliers who offer support for staff training and add professionalism to their business will fare best – i.e. put the retailer first before your brand. Success for your brand will follow from the relationships you foster.

A successful automotive trade promotion takes in to account these relationships. There are many different people you need to influence – wholesaler/distributor ( head office/branch level managers/sales/telesales) to retail corporate level through to regional and branch levels – with differing attitudes, needs, knowledge and pre-conceptions… right through to the fitter himself. .. and to make his life easier he needs to be armed with something to make the advice and reassurance feel credible to the consumer.

Knowing the best place to aim the promotion is also key. The automotive trade is diverse – and the difference between a high value customer and a low value customer can be a factor of many thousands. Can you afford to run activity through all levels or is there one identifiable target that in your case that could make all the difference? Identifying where you want to focus and working to their needs is key to success.

Of course, you must know what you want the garages to do differently as a result of the promotion. How will it help them add value to their business and how will you help them achieve this? Participation has also got to be simple – any promotion cannot be expected to require any effort or take up administrative time. Achieving lasting cut-through will require a tight focus on message to ensure just one simple thing happens in your favour…..but if it’s enough you’ll start to build that critical loyalty and you’ll soon be driving in the right direction.