An aftermarket entrepreneur with more than 35 years of experience building successful and profitable companies, John Wall founded FMI Automotive in 1999 and has grown the business to become a leading manufacturer of premium performance water pumps. Under Wall’s leadership, FMI Automotive started out as a supplier to the co-manufacturer segment of the market and soon began offering a full, quality-proven line of new water pumps to the aftermarket.
With the company expanding rapidly, Wall oversaw the 2005 construction of the company’s current headquarters in Panama City Beach, Fla., and is currently planning the next expansion. Wall began his automotive career in 1975 in his family-owned company, Eastern Industries, where he served in various capacities until becoming president in 1981, a role he held until establishing FMI Automotive.
In today’s AMN Executive Interview, Wall talks about the company’s plans for 2013, including new product lines and the secrets to success in the water pump category.
Just prior to AAPEX this past October, FMI unveiled new packaging and a new corporate identity. What was the impetus behind this and what message did you hope to convey?
Our new FMI corporate identity and branded packaging were thoughtfully developed to convey our No. 1 priority: quality. Because we control all aspects of supply and conduct extensive product testing following assembly, it is important that our new packaging not only be attractive, but clearly communicates product features, benefits and value. The contemporary look identifies domestic and import applications with blue and red designs, respectively, making it easier for distribution customers to manage and distinguish inventory. We want our customers to know that when they open a new FMI water pump box, they can be confident they will find a premium quality water pump every time.
Was this a precursor to an expanded product lineup? If so, please tell us about it.
FMI Automotive initially entered the automotive aftermarket as a co-manufacturer of high-quality water pumps. Once recognized for excellence in value and service, we made the strategic decision to introduce branded products. In doing so, FMI Automotive needed to establish and communicate its brand identity. Through ongoing marketing activities and consistency of company image, FMI has established a solid reputation as a leading supplier of premium performance water pumps. Since the launch of our new packaging, we have expanded our FMI water pump line, adding new numbers and increasing coverage. Going forward we will notonly continue adding more and more coverage, but we have plans to add new FMI Automotive product lines in the near future. As we make these branded product introductions, our customers will see the FMI logo and know they can count on the quality of the part and the service of the company that stands behind it.
Also late last year, the company unveiled a social media campaign to help communicate with distributor and technician customers. How is it going so far?
Social media is an efficient way for us to augment our marketing program in order to communicate more often with customers and prospects that frequent social media sites. We welcome every opportunity to inform, interact and learn from our customers in a way that complements our current sales, marketing and advertising activities. Like social media, our new advertising campaign has brought direct positivefeedback to the company.
Demand for FMI premium performance water pumps continues to grow and our new packaging has been very well-received. Our push to provide technical data and information directly to service providers is well underway and we expect continued positive results. To date, more and more industry members recognize FMI Automotive as a real, viable source for premium quality water pumps.
Speaking of social media, many complain that it’s hard to gauge the ROI in this popular consumer medium. How do you measure success in social media?
Customer response and brand recognition in the marketplace are good ways to gauge success of these programs. The FMI Automotive Facebook and Twitter accounts have seen steady growth in fans and followers who are interested in the latest news and updates from FMI Automotive, including product and technical information. We welcome the opportunity to engage distribution and professional technician customers as well as industry stakeholders. The feedback and suggestions we receive via social media platforms is very beneficial and reinforces the success of the program.
In what other ways does FMI use technology to propel the business forward today?
Technology plays a huge role in our business, from our state-of-the-art manufacturing processes to marketing communications and electronic catalogs, and is an important aspect of our growth strategy. In fact, we recently launched a new website, www.fmiautomotive.com that reflectsour new corporate identity, serving as the source of information about our company. At the same time, we contracted with Illumaware to utilize its unique software, Evokat. In doing so, we were able to greatly enhance FMI catalog data in both coverage and frequency of updates to ensure accuracy. This partnership allows us to provide our customers with the most up-to-date catalog application data so that sales opportunities will not be lost.
What’s ahead for FMI in 2013? And overall, where do you see the water pump category headed in the next several years? What will be the keys to staying a leader in this category?
The water pump category faces many of the same opportunities and challenges as other aftermarket product categories, including parts proliferation, an increased focus on import nameplate applications, and the importance of fit, form and function. To remain a leader in the category, everyone at FMI Automotive must strive for excellence, not only in quality and service, but also in our commitment to new product development. True leadership is measured by consistency in all aspects of our business. Today, FMI Automotive is recognized as a consistent quality manufacturer and I believe this will continue well into the future. We willcontinue to dedicate the time and resources necessary to help our valued aftermarket customers grow their businesses by supplying them with top quality parts, providing outstanding service and seeking the best ways to serve them each and every day.
