Marketing mythbusting themarxgroup

Presented by Tom Marx

July 13, 2012

© 2012 The Marx Group 1

Today’s Topic
1. Introduction
2. Mythbusting
3. Additional Tutorials
4. Trust Factor
5. Open Chalkboard


Intro to today’s talk
Tom Marx – CEO The Marx Group
• 25+ years of aftermarket marketing consulting,
strategy and execution
• Passenger vehicles, heavy duty, commercial
vehicles
• The Marx Group: Full service advertising and
public relations agency
• Marx Group Advisors: Mergers & Acquisition
consultants


Today:

What marketing really works for
distributors…and their
service dealer customers?


Roll Call
CAWA: Board of Directors and Manufacturers Advisory Council

• Manufacturers
• Distributors
• Retailers/Jobbers
• Sales Representatives
• Others


Our method:
• Surveyed distributors and their service dealer customers
• Reviewed existing industry surveys (not much available)
• Considered (from our experience) what really works…and
what does not
• Factored in the reality of today’s aftermarket


Digital isn’t effective
Facts:
• Website is #1 resource ‐‐ Product information
must be current, complete, technically helpful
• Social media helps build awareness at
consumer level – and protects reputations
• Mobile marketing “information on demand”
is here – embrace it!
• Online catalogs are a must – printed catalogs
just capture dust –details to come!

Facts:
• Catalog facts – in order of importance to
counterperson
– Applications 1‐15 years
– Timeliness of updates
– VIN code look‐up
– Look up by part number
– Product images & drawings
– Applications 16‐years & older
– Product features & benefits
– Installation instructions


Recommendations:
• Make yours the best online catalog available –
follow ACES and PIES
• Keep your website current and loaded with useful
information by including:
– Product information and photos
– Installation
– Training videos and downloadable instructions
– Promotions
– Social interaction
– Compare products: Good‐Better‐Best


Training is key
Facts:
• High performance training = high performance
customer service
• Classroom setting best ‐‐ bring local service
dealers to distributor’s business
• Tie‐in with group’s training programs
• Technologies offer lower cost opportunities


Training is key
Recommendations:
• Develop a training program to better educate the
counter person and their customers – all available 24/7
in a variety of media and locations
• Face‐to‐face is still best, so have a training manager and staff
• Vehicle in environment – easier to do with video
• Games
• How to videos
• Guides
• Online Webinars (short)
• Provide tech support options


Full color graphics box is necessary
Facts:
• Brand identity critical for confidence
• Package color helps ID that particular brand
• What’s IN the box is most important – and that
the product is secure and not damaged in transit
– If brand is trusted, country of origin is less important
– Bar coding, part number, product description and
image helps with inventory management and reduces
returns
– Include “Made/Assembled in USA”
• Does it look like the OE part?

Full color graphics box is necessary
Recommendation:
• Perform a packaging audit
– Compare with competitors
– Look at distributor’s shelf – does yours stand out?
– Ask distributor what they want on the label/box
– Delete the fluff
– K.I.S.S.
– Provide branded instructions in box


Sales support is crucial
Facts:
• Distributors and installers are missing face‐to‐
face delivery of information and knowledge
• Higher product confidence and brand loyalty
is created when sales reps interact with
customers and end‐users


Sales support is crucial
Recommendations:
• If you cannot do it in‐person, videos are the
next best thing – keep them fresh
• Interactive training is most effective – keeps
viewer engaged
• POS at counter supports how to sell and
supports troubleshooting
• Talk to distributors and their customers to
determine what works best for them

Promotions don’t work
Facts:
• Most promotions only provide short term lift
• Administration must happen at the
manufacturer
• Remember that over half the customers are
women– and 25% or more are not fluent in
English


Promotions don’t work
Recommendations:
• Make administration easy and transparent
• Design the promotion so individuals benefit
• Leverage the promotion with loyalty program
• Be clear on the ultimate audience


Marketing materials must be exciting
Facts:
• Content is king: “Build awareness with
substance”
• Marketing items – including POS ‐ need to add
value and be useful
• Brand identity builds respect and confidence
• Service center signage helps consumer
confidence with the shop – and drives people
to use your brand

Marketing materials must be exciting
Recommendations:
• Marketing provides useful tools
– Installation guides
– Technical information
– Product comparison
– Training information – without the fluff
– Show me ‐‐ Easy‐to‐read tables and charts, fewer
words
– Remember to be at least bi‐lingual – or you risk
dis‐enfranchising a growing culture


“Win today – sell tomorrow”
Facts:
• Motorsports sponsorship can drive business –
perhaps at the counter and at national chains
‐‐ not at the local shop
• ‘Rule of 3’ – for every $1 invested on
sponsorships, invest another $3 to market the
sponsorship
• Little results without an accompanying
promotion

“Win today – sell tomorrow”
Recommendations:
• A direct product sponsorship can bring
measurable results
• Developing a database is an important
outcome – but use it!
• Don’t expect motorsports to drive business at
the shop level, unless you are spending a lot
of $$!


Co‐marketing is ineffective
Facts:
• Some forms of co‐marketing are better than
others
• Cookie‐cutter approach is less effective
• Co‐op works for retailers, chains and regional
players that have sophisticated marketing
• Tailored programs create loyalty and results


Co‐marketing is ineffective
Recommendations:
• Communicate with your customer to design the
next program for their business
• Invest $$$ that will drive programs that are
already seen as successful
• Have marketing people talking to marketing
people
• Create and communicate with distributors and
service dealer councils


Some more tutorials


More tutorials…
• Great website is the first and most important
tool
• Trade media: still a valuable tool to build
brand, train and inform
• Direct mail: Make it all available on‐line
• Train your people: an ill‐informed sales
person, counterperson or rep is a waste of $$


More tutorials…
• Social media
– Can make or break trust
– Read and promptly replying to blogs and forums
– Learn perceptions from the field
– Ideal way to have 2‐way dialog about your product
– Build relationship
– Rate products


More tutorials…
• Remember the installers’ concerns
– Wants knowledge
– Part fits and works the first time
– Vehicle does not come back due to part or installation
failure
– Customer almost always has no idea of the brand of the
product installed — the box is thrown away
– Shops live or die based on their reputation — and must
have referrals and positive word‐of‐mouth


More tutorials…
• Communications helps
– Be open to new ideas and different POV’s
– Honor complaints as valuable
– Ready‐Aim‐Fire: understand your audience, focus
on what works and be willing to drop legacy
marketing
• Promotional items: “give me the product to
try!”


More tutorials…
• Remember the role each plays
– Support your customer – due to
consolidation there
are fewer around!
– Build and honor Trust

TRUST

Competency

Develop trust
MFG

CUST DIST

SERVICE
DEALER


Open chalkboard….


Marketing mythbusting themarxgroup

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