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AASA Marketing Executives Council

AASA Marketing Executives Council

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AASA Marketing Executives Council

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  1. AASA Marketing Executives Council March 18, 2010

  2. Agenda 9:45 Welcome & Introductions – Barry Harris 9:50 MEC Membership – Scott Howat 10:00 OptiCat – Demonstration and Discussion 12:00 Lunch 12:30 Know Your Parts Update – Brian Tarnacki and Scott Howat 12:45 KYP Breakout Groups 1:15 KYP Group Reports 2:00 Market Pulse: 2009 Q4 Results – Jack Cameron 2:15 Break 2:30 Marketing Communications Update – Margaret Beck 2:45 WEBFETCH Retail Price Shop Tool – Jon Rubich 3:45 Wrap-up – Barry Harris 4:00 Adjourn

  3. Mission Toadvance the automotive aftermarket supplier industry through collaborative marketing and communication solutions. Purpose Forum for aftermarket supplier marketing executives to collaborate in helping improve the state and image of the North American manufacturer base. The Council will serve a major role in helping AASA communicate to key audiences and develop communication strategies and action items.

  4. Anti-trust Guidelines It is the unqualified policy of the Automotive Aftermarket Suppliers Association to conduct its operations in strict compliance with the antitrust laws of the United States. AASA's antitrust policy prohibits any discussions which constitute or imply an agreement or understanding concerning: 1) prices, discounts, or terms or conditions of sale; 2) profits or profit margins or cost data; 3) market shares, sales territories or markets; 4) allocation of customers or territories; 5) selection, rejection or termination of customers or suppliers; 6) restricting the territory or markets in which a company may resell products; 7) restricting the customers to whom a company may sell; or 8) any matter which is inconsistent with the proposition that each manufacturer, wholesaler and distributor must exercise its independent business judgment in pricing its services or products, dealing with its customers and suppliers and choosing markets in which it will compete.

  5. Prospective MEC members – AASA member companies not currently on the MEC

  6. OptiCatDemonstration and DiscussionCombined meeting with MEMA Technology Council

  7. Lunch and Networking

  8. Know Your Parts Update • Micro site created kyp.aftermarketsuppliers.org • Terms of Use & License Agreement • Logo trademarked and registered application • MontAd pro bono work • Article “The Parts in Your Car Make a Difference” distributed electronically – 15,000 sites in 6 weeks • Spout and Dipstick video – viral marketing plan • Member Participation – 10 Ways to Engage • Flyer • Commitment card

  9. KYP Breakout Groups • 5 groups with 30 minutes to brainstorm topic • Topics: • How to engage AASA members? • How do we gain customer / channel partner support? • Ways to support repair professionals with the message? • What can we do to illustrate / quantify the problem? • How and should we collaborate with Be Car Care Aware? • Try to come up with 3 – 5 solid ideas • Each group will have 5 mins to share your ideas

  10. Market Pulse Q4 2009 • Third issue of quarterly Market Pulse • Q2 2009 = 32 respondents • Q3 2009 = 39 respondents • Q4 2009 = 20 respondents • Q4 Floater Questions • Bank Factoring Programs = 36% currently do or plan to • 21% have been asked but said no; 43% have not been asked • EdgeNet = 60% currently do or plan to • 23% have been asked but said no; 15% have not been asked • Pursue Installer Changeovers = 14% Yes / 86% No • Future of Market Pulse • Continue? Bi-annually? Annually? Discontinue????

  11. Break – 15 minutes

  12. e-Communications • Streamlined for 2010 • Eliminated duplicate publication: biweekly ToplineNews • Split AASA weekly e-news into two publications • Added council updates to AASA publications and eliminated individual council e-newsletters

  13. MEMA Industry News • Daily news briefs • Across all supplier segments • 2010 statistics: • 24% unique opens • 28% click-throughs

  14. News @ AASA • Revamped for 2010 • Weekly • 5-6 “action items,” Brief articles • 2010 statistics: • 24% unique opens • 5% click-throughs

  15. OAC Global Report • Twice monthly • 12+ articles: council news, action items, global industry news briefs • 2010 statistics: • 39% unique opens • 32 click-throughs

  16. AASA Supplier Insight • New for 2010 • Monthly with longer articles: commentary, market analysis, council updates • 2010 statistics: • 31% unique opens • 24 % click-throughs

  17. WEBFETCH Retail Price Shop Jon Rubich, Insights2Action

  18. Price Survey OptionsRetail Insights, LLCWeb-Fetch 2/22/2010 Proposal 18

  19. Price Survey OptionsRetail Insights, LLCWeb-Fetch 20

  20. Benefits Automated Web Search of pricing by Part # or Application- Saves $ Significantly faster (Hours not Months) and less labor intensive Vs manual process (one clients was able to redeploy over 5 employees into other functions) Deeper (more parts) & Broader (more geographies) & Increased Frequency (more periods) competitive reviews Allows us to shop multiple part categories in a single shopping list 9 out of top 11 Large Resellers are using WEBFETCH today! Uses Microsoft Excel functions OE Surrogate web-site + Rock Auto Available TODAY 21

  21. 5 Easy Steps There are only five steps in the process to complete an RR Web Fetch shop. The first and last steps are completed using your own PC or laptop. Create a Shopping List in the specified format and save the list in a CSV file on your computer. Upload the Shopping List file to RR-WebFetch. Schedule the List for Shopping. Download the Shopping Results to your computer in a CSV format. Import the results into Excel using the Data Import function. 22

  22. Part Upload & Results* Upload file *The results file contains all of the UDF Columns, category and part number requested in addition to what is on the page below. Results File*

  23. Application Upload & Results* Upload file UDF1 UDF 2 UDF 3 UDF 4 Year Make Model sub-model ENG Other Category Cont 1 2 Brand Zip Code *The results file contains all of the UDF Columns, category and part number requested in addition to what is on the page below. Results File*

  24. OE Surrogate* Upload file UDF1 UDF 2 UDF 3 UDF 4 Category Cont 1 2 3 Make OE # Zip Code *The results file contains all of the UDF Columns, category and part number requested in addition to what is on the page below. Results File*

  25. WEBFETCH Demo

  26. Pricing * * * = Cost Example only Why WEBFETCH? Owned by Aftermarket Professionals Service is significantly better Both Part & Application Searches Pricing is lower than alternatives Monthly payment options $875/month for up to 200,000 shops 27

  27. Live Example • Yesterday • Manufacturer contracts with Agency to perform price shops • Agency takes 5 months to complete about 16,000 part shops • COST- $26K • Future • Manufacturer buys 200K Price shops for 10K ($875/month) from • Has complete control over what parts, resellers, timing of shops, etc. • Can run them NOW or schedule them when they like. • Has a steady stream of data from which to support their customers and use internally. • Has both part specific and application shops • Can validate new part number availability in the marketplace • Helps with Assortment analysis (Availability) • Can help to validate Cataloging and cross reference data 28

  28. What else do you get? • 200,000 shops for 10K / 350,000 for 15K • 1 Free On-Line Training session • 1K + T&E for on-site training • Hot Line # for support • Access to All sites listed • Training & Reference documents • Access to Insights2Action, Leader in Category Management Consulting in the Automotive Aftermarket Example only Why WEBFETCH? Owned by Aftermarket Professionals Service is significantly better Both Part & Application Searches Pricing is lower than alternatives Monthly payment options $875/month for up to 200,000 shops 29

  29. Thank You! AASA www.aftermarketsuppliers.org