marketing mythbusting themarxgroup

Presented by Tom Marx

July 13, 2012

1© 2012 The Marx Group

Today’s Topic

1. Introduction2. Mythbusting3. Additional Tutorials4. Trust Factor5. 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 CallCAWA: 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 necessaryFacts:• 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 arewomen– 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


Competency

TRUST

THANK YOU!

TOM MARX

[email protected]

415.453.0844 x106

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