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Just like complaining about the weather, it seems like there is always a constant grumbling within the aftermarket about how we need to promote our industry better. But, people rarely do anything about it. That’s what made two items that crossed my desk this week refreshing -- especially since they seemed to me to be positive and effective efforts that could help get the message out to the American consumer that the independent automotive aftermarket has a lot to offer them. As noted previously in my Sept. 11 commentary in The Greensheet, the marketing executive council of AASA has instituted a “Know Your Parts” program to promote the quality of aftermarket products and to keep that quality above the standard of original equipment parts. The program involves having everyone in the channel be better educated about the quality of parts, promoting brand and other essential services, so that those at the end of the channel -- the shop and the consumer -- get the message that quality counts regarding aftermarket parts and services. Part of that program will use public service messages on televised NASCAR events throughout October and November. Those messages -- 10-second and 30-second spots produced by AASA affiliate member NASCAR Performance -- feature Steve Letarte, crew chief for Jeff Gordon and the No. 24 DuPont Chevrolet race team, reminding viewers to “know your parts” and use quality aftermarket products. The spots will be aired this month on ABC, ESPN and SPEED during coverage of these NASCAR events: NASCAR Sprint Cup Series – Oct. 4, Kansas 400; Oct. 11, Pepsi 500; Oct. 17, Bank Of America 500; and Oct. 25, Tums Fast Relief 500; and the NASCAR Nationwide Series – Oct. 3, Kansas Lottery 300; Oct. 10, Copart 300; Oct. 16, Dollar General 300; and Oct. 24, Kroger on Track for the Cure. The PSAs also will run during one of the October races in the NASCAR Camping World Truck Series and during SPEED programs during November. The spots were made possible through a grant from the University of the Aftermarket Foundation. Just a few days prior to getting the details concerning these televised messages for the “Know Your Parts” program, the Alliance of Automotive Service Providers of Minnesota delivered a press release concerning a campaign called “Get to Know Your Neighborhood Auto Repair Pro” to promote the benefits of doing business with independent auto repair shops. More than 60 member shops in the Minneapolis/Saint Paul metro area are participating in the initial campaign. The program -- launched via radio the week of Sept. 14 and running 10 weeks -- will end just prior to Thanksgiving. During the campaign, AASP-MN will air 900 radio commercials on five of the top radio stations in the area. In addition, the campaign features a web display ad on startribune.com, the Twin Cities area’s most-visited website, with almost 79 million page views each month. There is also a dedicated website, www.autorepairpro.net, to help consumers find participating shops in their area. Program participants receive POS materials, and templates for web and print advertising in addition to radio spot tag lines naming their shop. Back in 1964, Marshall McLuhan coined the phrase, “The medium is the message,” meaning that the form of the medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived. This concentration on the medium and how it conveys information -- rather than on the specific content of the information alone -- is the focal point of “the medium is the message” concept. The use of various mediums, particularly in the case of the “Get to Know Your Neighborhood Auto Repair Pro” campaign, enhances the reception and impact of the message -- a message of value we have not really communicated well to consumers in the past. These are the types of things that enhance the industry for all of us and the types of programs that not only deserve our support, but should be expanded upon and emulated throughout our industry.
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