Marketing for automotive aftermarket brands involves reaching a diverse audience of car enthusiasts, vendors, jobbers, and DIY-ers who seek quality parts, accessories, and modifications. Here are some key marketing strategies to consider when developing a plan for your automotive aftermarket brand:

Targeted Digital Marketing: Utilize targeted online advertising through platforms like Google Ads, social media ads (Facebook, Instagram), and automotive forums. Focus on specific demographics based on vehicle type, age, and interests.

Content Marketing: Create engaging content such as how-to guides, installation videos, and product reviews. This will educate potential customers and establish your brand as an authority in the aftermarket industry.

SEO Optimization: To improve visibility, ensure your website is optimized for search engines. Use relevant keywords related to aftermarket parts and accessories, and regularly update content to keep it fresh and engaging.

Partnerships and Sponsorships: Collaborate with automotive influencers, bloggers, and YouTube channels specializing in aftermarket modifications. Sponsorships and partnerships can help increase brand visibility and credibility.

Email Marketing: Build an email list of customers and prospects interested in aftermarket products. Send targeted campaigns about new releases, special promotions, and helpful tips.

Trade Shows and Events: Participate in automotive trade shows, car meets, and expos to showcase your products directly to enthusiasts and professionals. These events provide networking opportunities and direct feedback from your target audience.

Customer Reviews and Testimonials: Encourage satisfied customers to leave reviews and testimonials on your website and social media platforms. Positive feedback builds trust and influences potential customers’ purchasing decisions.

Localized Marketing: Target local markets with specific needs or preferences. This could involve sponsoring local racing events, partnering with local repair shops, or advertising in regional automotive publications.

Customer Support and Engagement: Provide excellent customer service and engage with your audience on social media and forums. Addressing inquiries promptly and transparently can enhance brand loyalty and encourage repeat business.

Product Innovation and Quality: Emphasize your aftermarket products’ quality, performance, and unique features. Innovation and reliability are key factors influencing purchasing decisions in this competitive market.

By employing these strategies, automotive aftermarket brands can effectively reach their target audience, increase brand awareness, and drive sales in a competitive industry.

About Kunzman & Associates

With over 50 years of experience as Manufacturers Reps in the automotive industry, Kunzman & Associates’ 26-member expert staff covers territories that include the entirety of the United States and Canada. The Kunzman team combines countless years of expertise within the automotive aftermarket industry with a devout passion as automotive enthusiasts. The staff’s experience allows them to guide and aid manufacturers in building, maintaining, and advancing their respective brands in the automotive aftermarket industry.

Learn more about Matt Ross, a Kunzman & Associates Territory Rep who covers Iowa, Kansas, Minnesota, Montana, Nebraska, North Dakota, and South Dakota.

 

– How long have you worked at Kunzman? 

11 years.

– What is your favorite part about your job? What do you find the most exciting/fulfilling? 

New products are the catalyst for growth, and I love helping identify what new products customers need. The most fulfilling part is developing and selling parts to make vehicles faster, perform better, or look cooler.  

– What is an industry trend you’re most excited about for 2024?

 It’s hard to pick only one. Various types of off-roading combined with engine technology advances are very exciting to me.

– What is your current ride and/or project?

Currently down to a 2023 Ford Bronco Badlands, which has a lot of Westin, Bestop, and XK Glow on it, with more coming soon.

– What is your favorite food? (or another fun fact about you!)  

Mexican is my go-to, but you haven’t lived in Kansas City all your life and don’t love BBQ as well.

About Kunzman & Associates

With over 50 years of experience as Manufacturers Reps in the automotive industry, Kunzman & Associates’ 26-member expert staff covers territories that include the entirety of the United States and Canada. The Kunzman team combines countless years of expertise within the automotive aftermarket industry with a devout passion as automotive enthusiasts. The staff’s experience allows them to guide and aid manufacturers in building, maintaining, and advancing their respective brands in the automotive aftermarket industry.

Learn more about RJ Sebastian, a Kunzman & Associates Territory Rep who covers Alabama, Florida and Georgia.

 

– How long have you worked at Kunzman? 

A little over 8 years, but I have been in the industry for 30+ years.

– What is your favorite part about your job? What do you find the most exciting/fulfilling? 

Working in a field that I love as well as all the friends and relationships I have built over the years.

– What is an industry trend you’re most excited about for 2024?

I’m looking forward to the market continuing to strengthen as it returns to normal growth.

– What is your current ride and/or project?

A 2007 Chevy Avalanche pushing close to 300K miles and a 2021 Chevy Trail Boss 6.2L.  However, currently, most of my projects unfortunately are only around the house! 

– What is your favorite food? (or another fun fact about you!)  

My favorite food is steak and seafood. We go to the Florida Keys at least once a year and I enjoy just relaxing and fishing.  Also, I am quite the bourbon collector! 

About Kunzman & Associates

With over 50 years of experience as Manufacturers Reps in the automotive industry, Kunzman & Associates’ 26-member expert staff covers territories that include the entirety of the United States and Canada. The Kunzman team combines countless years of expertise within the automotive aftermarket industry with a devout passion as automotive enthusiasts. The staff’s experience allows them to guide and aid manufacturers in building, maintaining, and advancing their respective brands in the automotive aftermarket industry.

In the competitive landscape of retail, automotive aftermarket manufacturers are constantly seeking innovative ways to capture consumer attention, differentiate their products, and build brand loyalty. One often underappreciated tool in this arsenal is the manufacturer mail-in rebate, which we offer through ARC, our B2C sister company. While consumers primarily view rebates as a means to save money on purchases, brands recognize them as a powerful strategic tool with multifaceted benefits.

Increased Sales and Market Share

Automotive aftermarket manufacturer mail-in rebates serve as catalysts for driving sales and capturing market share. By offering rebates on their products, brands incentivize consumers to choose their offerings over those of competitors, thus bolstering sales volume and expanding their market presence. Additionally, the allure of potential savings through rebates can influence purchasing decisions, nudging consumers towards products they may not have considered otherwise. This expanded reach translates into tangible gains for brands in terms of revenue growth and market penetration.

Enhanced Brand Perception and Customer Loyalty

Strategic implementation of mail-in rebates can enhance brand perception and foster customer loyalty. Brands that consistently offer rebates demonstrate a commitment to providing value and savings to their customers, thereby strengthening trust and affinity towards the brand. Positive experiences with rebate redemption, such as prompt processing and fulfillment, further reinforce brand loyalty by instilling confidence and satisfaction among consumers. Over time, this loyalty translates into repeat purchases and advocacy, as satisfied customers become brand ambassadors, driving organic growth and brand equity.

Data Acquisition and Consumer Insights

Automotive aftermarket manufacturer mail-in rebates present an invaluable opportunity for brands to gather valuable consumer data and insights. Through the rebate redemption process, brands can collect information such as purchase behavior, demographic profiles, and product preferences, providing invaluable insights into consumer trends and market dynamics. Armed with this data, brands can refine their marketing strategies, tailor product offerings, and optimize pricing and promotions to better align with consumer needs and preferences, thereby gaining a competitive edge in the marketplace.

Competitive Differentiation and Value Proposition

In a crowded marketplace saturated with similar products vying for consumer attention, manufacturer mail-in rebates offer brands a means of differentiation and value proposition. By bundling rebates with their products, brands create a unique selling proposition that sets them apart from competitors and positions their offerings as more compelling and attractive to consumers. 

Strategic Partnerships and Channel Management

Automotive aftermarket manufacturer mail-in rebates also serve as a valuable tool for strengthening strategic partnerships and managing distribution channels effectively. By collaborating with retailers to promote products through rebate programs, brands can strengthen their relationships with key partners and incentivize partners to prioritize their products over competitors’. 

About Kunzman & Associates

With over 50 years of experience as Manufacturers Reps in the automotive industry, Kunzman & Associates’ 26-member expert staff covers territories that include the entirety of the United States and Canada. The Kunzman team combines countless years of expertise within the automotive aftermarket industry with a devout passion as automotive enthusiasts. The staff’s experience allows them to guide and aid manufacturers in building, maintaining, and advancing their respective brands in the automotive aftermarket industry.

In the ever-changing landscape of retail, maintaining competitive pricing strategies while preserving brand value and profitability is a delicate balancing act. To safeguard against price erosion and maintain brand integrity, many manufacturers enforce Minimum Advertised Price (MAP) policies. However, enforcing these policies across a vast network of retailers can be challenging without the right tools in place. This is where Minimum Advertised Price Monitoring (MAP Monitoring) steps in, offering manufacturers invaluable insights and control over their pricing ecosystem. Kunzman & Associates’ sister company, ChannelRecon, offers these services which provide a variety of benefits for the manufacturer, its customer, and the end user.

Understanding Minimum Advertised Price (MAP)

For those not entirely familiar with MAP, it is the lowest price at which a manufacturer allows its products to be advertised by resellers or retailers. It serves as a safeguard against price erosion and protects brands from being devalued in the eyes of consumers. By setting a minimum price threshold, manufacturers aim to maintain healthy profit margins, preserve brand equity, and foster fair competition among retailers.

The Importance of MAP Monitoring

While establishing MAP policies is a crucial first step, effectively enforcing these policies requires continuous monitoring and enforcement mechanisms – that’s where ChannelRecon comes in. Effective MAP Monitoring involves tracking and analyzing the advertised prices of products across various online and offline channels to ensure compliance with established pricing guidelines. Here’s why MAP Monitoring is essential for manufacturers:

Protecting Brand Value: consistent pricing across channels helps maintain the perceived value of the brand and prevents it from being associated with low-quality or discounted products.

Preserving Profit Margins: by preventing retailers from engaging in price wars or undercutting each other, MAP Monitoring safeguards manufacturers’ profit margins and ensures a sustainable business model.

Maintaining Channel Integrity: enforcing MAP policies fosters trust and collaboration among manufacturers and their authorized resellers, maintaining the integrity of distribution channels and partnerships.

Enhancing Customer Experience: by promoting fair competition and consistent pricing, ChannelRecon’s MAP Monitoring contributes to a positive customer experience, as consumers can trust that they are getting a fair deal regardless of where they shop.

Enabling Data-Driven Insights: MAP Monitoring provides manufacturers with valuable insights into pricing trends, market dynamics, and competitor strategies, empowering data-driven decision-making and strategic planning.

Implementing Effective MAP Monitoring Strategies

To successfully implement MAP Monitoring strategies, manufacturers can leverage advanced technology and tools designed specifically for this purpose. ChannelRecon provides the following services for its clients:

Automated Monitoring Software: software solutions automatically track and analyze product prices across multiple channels, flagging instances of non-compliance for further review.

Real-time Alerts: real-time alerts notify manufacturers of any violations or deviations from MAP policies, allowing for immediate action to be taken.

Comprehensive Reporting: detailed reports and analytics are provided on pricing data, competitor behavior, and market trends to inform strategic decisions and policy adjustments.

Proactive Enforcement: proactive measures are taken to enforce MAP policies, such as issuing warnings or penalties for non-compliance and fostering open communication with resellers.

Collaboration with Partners: collaborative relationships with authorized resellers and distributors are developed and maintained, providing them with the support and resources needed to comply with MAP policies effectively.

Overall, MAP Monitoring plays a crucial role in maintaining fair competition, preserving brand value, and ensuring sustainable growth in the retail industry. By leveraging advanced technology and data-driven insights, automotive aftermarket manufacturers can effectively enforce MAP policies, protect their interests, and create a level playing field for all stakeholders. As the retail landscape continues to evolve, MAP Monitoring will remain a vital tool for manufacturers seeking to navigate the complexities of pricing management in a dynamic marketplace.

For more information, visit channelrecon.com

About Kunzman & Associates

With over 50 years of experience as Manufacturers Reps in the automotive industry, Kunzman & Associates’ 26-member expert staff covers territories that include the entirety of the United States and Canada. The Kunzman team combines countless years of expertise within the automotive aftermarket industry with a devout passion as automotive enthusiasts. The staff’s experience allows them to guide and aid manufacturers in building, maintaining, and advancing their respective brands in the automotive aftermarket industry.

Check out our little Q&A with Jason Sugden!

Q: How long have you worked at Kunzman & Associates? 

A: 18 years

                  

Q: What is your favorite part about your job?

A: We all have to work, but I’m one of the fortunate few that have a job that combines my career with my passion.

 

Q: What is an industry trend you’re most excited about for 2024?

A: The drag and drive type events … it’s incredible to watch a car run a 6.73 ¼ mile ET and then know that they are going to drive that car to the next track that is often over couple hours away!

 

Q: What is your current ride and/or project? 

A: I have a 426 stroker SRT Jeep and have been chipping away at a ’76 Cutlass that I bought back in high school.  But my REAL projects are any of the hot rods that come near the building!  From Mike’s Nova that won the 2022 Championship at Milan Dragway, to our ‘shop truck’ – a 1969 C10 and even the occasional AMX. 

The best thing about working on these hot rods is that I get the opportunity to install the products we represent and provide feedback to the manufacturers. I can also authentically share the experience with people at car shows and events.

         

Q: Tell us something fun about yourself!

A: I have two beautiful daughters that I’m very proud of, and growing up I played travel hockey. I’m not a very picky eater, as long as you keep the onions away!

About Kunzman & Associates

With over 50 years of experience as Manufacturers Reps in the automotive industry, Kunzman & Associates’ 26-member expert staff covers territories that include the entirety of the United States and Canada. The Kunzman team combines countless years of expertise within the automotive aftermarket industry with a devout passion as automotive enthusiasts. The staff’s experience allows them to guide and aid manufacturers in building, maintaining, and advancing their respective brands in the automotive aftermarket industry.

We are pleased to welcome Kanan Hooker, Kunzman & Associates’ newest Sales Rep, who covers Texas, Oklahoma and Arkansas.

Kanan started in the automotive industry at a young age; as a third-generation stuntman in the entertainment industry, he performed stunts in vehicles ranging from go-karts to NASCAR. At age 24, he joined the infamous Hoonigan Industries crew working on all genres of automotive builds, such as Big Wheel drag cars, Halo: Warthog one off creations, Duramax powered 5th gen Camaro land speed car, Honda Ridgeline Indy-truck, and numerous more. Kanan participated in many race events starting with motocross and go-kart circuits and eventually moved into road racing his built ‘02 Mustang across California.

When he was 14 years old, Kanan purchased his first vehicle: a ’70 Chevrolet Nova featured in the movie Deathproof, and he rebuilt the motor from scratch. He still cherishes this car as a weekend driver, while continuing other weekend projects like his ’07 Subaru Impreza WRX STI Limited, ’56 Porsche Speedster, and ’95 Toyota Hiace HiTop camper van.

Kanan has over seven years of experience in the automotive industry including Hoonigan Industries (strategic partnerships, business development, sales, and marketing), and Ignition Speed Shop (business development consulting).

About Kunzman & Associates

With over 50 years of experience as Manufacturers Reps in the automotive industry, Kunzman & Associates’ 26-member expert staff covers territories that include the entirety of the United States and Canada. The Kunzman team combines countless years of expertise within the automotive aftermarket industry with a devout passion as automotive enthusiasts. The staff’s experience allows them to guide and aid manufacturers in building, maintaining, and advancing their respective brands in the automotive aftermarket industry.

In today’s landscape of digital marketing, social media has become a powerhouse for automotive aftermarket brand promotion. In addition to creating and posting engaging content made in house, leveraging social media influencers is an effective and impactful way to reach and engage with a wider audience. 

The Rise of Social Media Influencers

Social media influencers have transformed the way brands connect with their target audience. These individuals, who have amassed a significant following on platforms like Instagram, YouTube, TikTok, and Twitter, have the ability to influence their audience’s opinions and purchasing decisions. The trust that followers place in influencers creates a unique opportunity for automotive aftermarket brands to tap into a targeted, engaged audience.

Benefits of Collaborating with Social Media Influencers

Increased Reach and Visibility for your Automotive Aftermarket Brand

Industry-specific influencers in the automotive aftermarket space have a dedicated and loyal follower base, allowing your brand to reach a targeted audience who trusts their reviews and recommendations.

Build Authenticity and Trust

Influencers, particularly in the enthusiast space, are viewed as authentic and relatable figures. When they endorse your particular product, their followers are more likely to trust the recommendation, leading to increased credibility for your automotive aftermarket brand.

Targeted Marketing

By carefully selecting influencers whose followers align with your target demographic, are passionate and knowledgeable about your brand, and communicate and engage with their audience effectively, you can maximize the impact of your marketing efforts.

Content Creation

It’s important to partner with influencers who are skilled content creators. While it’s important for content to be authentic and relatable, it’s also important to make sure they are professional as they can be viewed as an extension of your brand.

Be sure to have clear parameters and expectations of the type of content you’d like to see from them outlined from the very beginning, ensuring you receive content that aligns with your overall marketing and sales goals. 

Engagement and Interaction 

Effective social media influencers should foster engagement on their platforms through comments, likes, and shares. This interaction can boost your brand’s visibility and create a sense of community around your products or services. Be sure to monitor comments so you can jump in as an expert on your product or brand with more information. You should also ask any social media influencer for their engagement rate and average impressions to get a clear picture of their numbers. Don’t be enticed by influencers with large follower counts as that doesn’t necessarily equate to high follower engagement. 

Best Practices for Collaborating with Influencers

Identify the Right Influencers

Choose influencers whose values, style, and audience align with your brand and your marketing goals. Look for influencers with genuine engagement rather than just a large following. More times than not, influencers who are already passionate about your brand may reach out for a partnership. These relationships tend to be the most natural as you’re tapping into someone who is already an advocate and ideally, a customer!

Set Clear Objectives

Clearly define your goals for the influencer collaboration. There may be several goals throughout your working relationship with the social media influencer, including brand awareness, driving sales, or launching a new product. Work with your influencer to make sure that messaging is accurate and you’re getting the content that works best for your brand.

Build Genuine Relationships

Genuine, authentic relationships with influencers are always the most successful. Ensure that you both are getting something out of the agreement, and that both parties are satisfied with the outcome. For many automotive aftermarket social influencers, receiving parts as trade for content will suffice. Cultivate relationships with influencers beyond a one-time collaboration. Long-term partnerships can result in more authentic endorsements and increased brand loyalty among their followers.

Give Creative Freedom

While it’s essential to communicate your brand message, allow influencers creative freedom to present your product or service in a way that resonates with their audience. They will know what type of content to create that will most resonate with their fans and followers. Make sure you monitor content and provide constructive feedback whenever possible. 

Track and Measure Results

Use analytics tools to track the success of your influencer partnerships. Monitor key performance indicators (KPIs) such as engagement rates, website traffic, and sales to assess the impact of the collaboration. There are various software platforms and apps that can help you track success and growth. 

If you’re looking for an agency to partner with to run your social media platforms, which includes leveraging relationships with influencers, contact our sister company, Auto Rebate Co., who focuses on B2B marketing.

About Kunzman & Associates

With over 50 years of experience as Manufacturers Reps in the automotive industry, Kunzman & Associates’ 26-member expert staff covers territories that include the entirety of the United States and Canada. The Kunzman team combines countless years of expertise within the automotive aftermarket industry with a devout passion as automotive enthusiasts. The staff’s experience allows them to guide and aid manufacturers in building, maintaining, and advancing their respective brands in the automotive aftermarket industry.

For automotive aftermarket brands, having an effective website is not just a luxury—it’s a necessity. Your website serves as the digital showroom for your brand, where potential customers can explore your products and learn about your company. To stand out in this competitive marketplace, you need an effective website that not only captures attention but also converts visitors into customers.

Prioritize User Experience (UX)

User experience is paramount in web design, especially for automotive aftermarket brands. Your website should be easy to navigate, visually appealing, and responsive across different devices and screen sizes. It’s important to take into account the following elements when designing your website:

• Intuitive Navigation: Organize your products and content logically, with a clear menu structure that guides customers to the products they’re looking for. As a rule of thumb, customers should be able to get to the items they want in 2 clicks or less. 
• Mobile Optimization: Ensure that your website is mobile-friendly, offering a seamless experience on all types of smartphones and tablets.
• Fast Loading Speed: Slow-loading pages can deter potential customers. Optimize images and minimize unnecessary scripts to improve loading times.

Showcase Your Products

Your website’s primary goal is to showcase and in most cases, sell your automotive aftermarket products. Don’t skimp on using high-quality images and videos that are professionally shot in order to showcase your products effectively. Include detailed product descriptions, installation manuals and guides, and implement features like product filtering. 

Adding a review integration for products can also allow customers who have purchased products to leave outstanding reviews and provide real-world insight for potential buyers. 

Create Valuable Content

Educational and informative content can establish your brand as an industry authority and attract organic traffic. Consider adding a blog section where you can publish articles, how-to guides, and industry insights. These resources not only help customers but also improve your website’s search engine ranking.

Optimize for SEO

Search engine optimization (SEO) is essential for driving organic traffic to your website. Conduct keyword research to identify relevant search terms and integrate them naturally into your content. Optimize meta tags, headers, and alt text for images. Regularly update your website with fresh content to maintain search engine visibility.

Provide Customer Support

Offer multiple channels for customer support, such as live chat, email, or a dedicated support portal. Ensure that users can easily access help when they need it. Prompt and helpful responses to customer inquiries can significantly improve their overall experience.

About Kunzman & Associates

With over 50 years of experience as Manufacturers Reps in the automotive industry, Kunzman & Associates’ 26-member expert staff covers territories that include the entirety of the United States and Canada. The Kunzman team combines countless years of expertise within the automotive aftermarket industry with a devout passion as automotive enthusiasts. The staff’s experience allows them to guide and aid manufacturers in building, maintaining, and advancing their respective brands in the automotive aftermarket industry.

In the world of automotive aftermarket, where innovation meets customization and performance, establishing a strong presence at customer events is imperative. These events, ranging from car shows and expos to enthusiast gatherings, offer a unique opportunity for aftermarket brands to bridge the gap between their products and the passionate individuals who form their customer base. Beyond the traditional marketing avenues, participating in customer events brings a host of advantages that can elevate the brand and resonate with consumers on a personal level.

Engaging with the Enthusiast Community

Automotive aftermarket customer events are a haven for enthusiasts who share a passion for cars, performance, and customization. By participating in these gatherings, brands gain direct access to a community that is already invested in their niche. The chance to interact face-to-face with these enthusiasts creates an avenue for meaningful conversations, where brands can listen to feedback, learn about evolving preferences, and even gather ideas for future products. This engagement fosters a sense of connection, turning customers into brand advocates who spread positive word-of-mouth.

Showcasing Product Innovation

Customer events provide a stage for aftermarket brands to showcase their latest products and innovations. Unlike shopping online or seeing content on social media, events allow potential customers to see, touch, and experience products firsthand. This experiential engagement can be a game-changer, as attendees can better understand how these products can enhance their rides.

Building Brand Identity

Participation in customer events is an opportunity to reinforce a brand’s identity and build awareness in a competitive marketplace. Through interactive and exciting booth displays, brands can positively engage with potential customers, leaving a lasting impression. 

Humanizing the Brand

In an age dominated by digital communication, customer events offer a chance to put a human face to the brand. Engaging with customers on a personal level, shaking hands, and having real conversations can go a long way in humanizing the brand and making it more relatable. This personal touch extends beyond the event itself, as attendees are likely to remember the people behind the brand and their genuine interactions. Such connections foster a sense of trust and loyalty, making customers more likely to choose the brand when making purchasing decisions.

Staying Relevant and Adaptable

Attending customer events also enables aftermarket brands to stay on top of industry trends and evolving consumer preferences. By observing the reactions and inquiries of attendees, brands can gain insights into emerging demands, allowing them to fine-tune their products and strategies accordingly. This adaptability helps brands remain relevant in a constantly changing landscape and positions them as industry leaders who are attuned to their customers’ needs.

About Kunzman & Associates

With over 50 years of experience as Manufacturers Reps in the automotive industry, Kunzman & Associates’ 26-member expert staff covers territories that include the entirety of the United States and Canada. The Kunzman team combines countless years of expertise within the automotive aftermarket industry with a devout passion as automotive enthusiasts. The staff’s experience allows them to guide and aid manufacturers in building, maintaining, and advancing their respective brands in the automotive aftermarket industry.