RESEARCH TRIANGLE PARK, N.C. – The Automotive Aftermarket Suppliers Association (AASA) has launched a new marketing campaign as a part of its “Know Your Parts” program. The new campaign focuses on the hub bearing category.
The hub bearing campaign is the first in a series of category-specific campaigns designed to educate technicians, shop owners, service writers and other industry repair professionals on the value of installing only quality premium parts. The campaign is funded and sponsored by AASA and member hub bearing suppliers SKF, Timken, NTN, Federal-Mogul (Moog), Schaeffler (FAG) and Brake Parts Inc. (Raybestos).
The new campaign, created by Montgomery Advertising, kicked off in October and will run for three months. It will be a multi-channel campaign with a dedicated micro website, print ads in targeted trade publications, digital banner ads, a mobile-optimized site, a strong social component and major presence at AAPEX, according to AASA.
The site features unique articles, graphics and videos as well as informative content from sponsor companies. All of the content educates the repair professional audience on the benefits of installing only quality hub bearings. Those benefits include durability, proper ABS function and elimination of noise and vibration in vehicle operation.
“[The category of] hub bearings is a logical place to start for our new category-specific strategic focus,” said Bill Hanvey, AASA vice president, programs and member services. “The benefit of installing a premium product may not be initially perceived; but in the long run a premium product would prove its value through longer service life and better performance to both the vehicle owner and the service technician.”
The “Know Your Parts” program, launched at AAPEX in 2009, has generated awareness among repair professionals on the value of specifying and installing high-quality premium parts on customers’ vehicles. KnowYourParts.com, the website for the campaign, receives thousands of repair professional visitors every month. It is an excellent platform from which to launch the new Hub and Wheel Bearing campaign, according to Hanvey.
“We’ve had success with the Know Your Parts campaign to date,” said Hanvey. “It was time, however, for us to take the message to the next level and provide service providers and consumers alike a resource that provides the information they need to make an informed product decision.”
Along with the launch of the new hubs campaign, AASA has refreshed and re-launched the Know Your Parts site. The refreshed site features a video player and will be mobile-friendly. In addition, the association says it plans to increase the social marketing efforts for the program.
The new site for the Hub Bearings campaign can be accessed at http://www.knowyourparts.com/hubs.
AASA will showcase the new Know Your Parts hub bearing category campaign at its exhibit during the Automotive Aftermarket Products Expo (AAPEX), Tuesday, Nov. 5, through Thursday, Nov. 7, at the Sands Expo Center in Las Vegas. The exhibit, located in Sands No. 34003, will feature campaign materials and demonstrations of the new dedicated micro website.