In this week’s Executive Interview, Rich White, executive director of the Car Care Council, talks about the council’s initiatives for 2010 and provides tips for those aftermarket companies interested in participating in National Car Care Month coming up in April. 
To step up independent aftermarket participation in April with National Car Care Month, a new video has been produced by the Car Care Council to give distributors, repair shops and stores a “test drive” of community car care events with vehicle inspections. Loaded with footage of events in several states and candid testimonials from industry professionals, the video shows and describes specifically how car care events grow new business, increase traffic, improve employee moral and demonstrate community good will.
Shop and store owners in the video explain how the cost of holding a car care event is minimal compared to traditional advertising and describe the tool kit of marketing, event management and other resources available from the Car Care Council. The kit includes consumer education brochures, posters, bay banners, mirror hangers, vehicle inspection forms, an English/Spanish countermat and the very popular Car Care Guide. As a bonus, repair shops and parts stores that purchase the kits will be included in the Find-A-Shop locator at www.carcare.org.
Please talk about the first-ever Car Care Fair that took place at AAPEX this past fall. How did this exhibit/event help to generate more awareness and enthusiasm for the Be Car Care Aware initiative and the Fall and Spring National Car Care Months?
The Car Care Fair exhibit at AAPEX was a big hit and turned out to be a very effective way to talk one-on-one to show attendees about the benefits of getting involved in the “Be Car Care Aware” consumer education campaign. We were pleasantly surprised that many of the industry folks who stopped by the exhibit were very aware of the campaign and were eager to share how they use the campaign and the Car Care Council in their individual marketing outreach. We unveiled a new video produced specifically to convince distributors and repair shop and store owners and managers about the proven ROI of hosting car care events with free vehicle check ups in their communities. Hopefully this will help increase the number of car care events during National Car Care Month in April.
It’s easy to envision how independent service & repair facilities can get involved in Car Care Aware events and programs in their communities, but what about program groups, distributors and parts stores, as well as suppliers. What are the best ways for these particular segments to get involved?
Yes, the further away a company is from the point of sale, the more difficult it is for them to get their arms around their vital role in consumer education and the “Be Car Care Aware” campaign. However, a number of program groups and distributors and suppliers have grasped the resources of the Car Care Council to help their customers – the shops and stores – get involved in car care events and sell more parts and service as a result. For starters, these channel partners should encourage their customers to “test drive” community car care events during National Car Care Month and provide them with the marketing kits and resources available from the Council so planning and execution is turn key. Everything needed to get involved in the campaign and the upcoming April celebration is available on www.carcare.org.
The next National Car Care Month is just around the corner, in April. What kinds of programs/events/promotions are you recommending to those who want to get involved? Are there any new materials to help in planning for Car Care Month events in April?
The most exciting and popular activity during National Car Care Month is the free vehicle check-ups or inspections. This has always been central to the community car care events. It’s a time for reinforcing customer loyalty, growing new customers, improving employee moral, increasing traffic in the stores and bays and giving back to the community through good will. Obviously, not all shops and stores can host these events but they can celebrate National Car Care Month and capitalize on the heightened media publicity and consumer awareness by simply giving away a free Car Care Guide to every customer or posting a banner and signs.
Please talk about how the program has grown and expanded since it first began seven years ago. Are you seeing a positive annual up-tick in repair and maintenance as a result of the bi-annual vehicle safety check events?
It is difficult to quantify how all of the publicity and increased consumer awareness about the benefits of regular vehicle maintenance and care promoted by the Car Care Council has impacted parts and service sales, but there are “barometers” that indicate that we have been moving the needle. At the five-year anniversary of the “Be Car Care Aware” campaign we conducted consumer research about car owner behavior in response to higher gas prices and economic pressures. One question asked the car owner if they were more aware of the benefits of vehicle maintenance than they were five years ago. Seventy-five percent said they were. We took this testimonial and the fact that annual unperformed vehicle maintenance has dropped from $60 billion to $50 billion since the campaign was launched seven years ago as a strong indication that the campaign has been and continues to be a success for the aftermarket industry.
What’s your take on how the recession has impacted motorists’ motor vehicle repair and maintenance behaviors and how the Be Car Care Aware initiative can help the aftermarket in this respect?
There has never been a more important time for “Be Car Care Aware” than today. Consumers are looking for credible advice and information on how they can save money, save gas and hang onto their vehicles longer and the Car Care Council is that third-party source. While the first-ever $3 plus gas prices a couple years ago were a huge factor in motorists newfound interest in how better car care could save money at the gas pump, the recession has kept consumers and the media hungry for Car Care Council information. Before the recession, most folks referred to the family vehicle as the second biggest investment next to the home. Unfortunately, today there are many families who have lost their homes who find the vehicle their number-one investment and asset, and they have a stronger desire to protect it and care for it. The Car Care Council is ideally positioned to help motorists on behalf of the aftermarket industry.
