Shell Leverages NASCAR Team Sponsorship to Develop Sales, Branding Programs for Wholesalers, Retailers
Shell is leveraging its relationship with Richard Childress Racing (RCR), Kevin Harvick and the No. 29 Shell-Pennzoil car in an effort to drive traffic and sales at Shell branded service stations in the U.S. Since the company’s re-entry into the sport last year, Shell has created a number of national and local brand-building opportunities for wholesalers and retailers by providing chances for them to become a part of the NASCAR ‘buzz.’
Executive Interview with Steve Reindl, General Manager for Shell Lubricants National Accounts
This week we hear from Steve Reindl, general manager for Shell Lubricants National Accounts. Reindl manages a cross-functional team of sales, category management, forecasting and replenishment specialists. Reindl and his team work with national accounts to improve Shell Lubricants’ position in the automotive aftermarket. Shell was recognized by key customers, AutoZone and Advance, as Vendor of the Year in 2006. Reindl joined Shell in October 2001. Prior to joining Shell, he held progressive management positions with Oscar Mayer, Kraft Foods and Pepperidge Farm. Reindl has more than 20 years’ experience in the commercial industry within the food, mass merchandiser and club retail environment. Join us as Reindl talks about Shell’s position in the aftermarket and his thoughts on the future of the lubricants sector.
Shell Oil Signs Multi-Year Sponsorship with Richard Childress Racing
Shell Oil has announced its return to NASCAR through a multi-year primary sponsorship of Richard Childress Racing (RCR). Through the sponsorship both Shell and Pennzoil brands will be featured on the No. 29 Chevrolet Monte Carlo SS to be driven by Kevin Harvick in the 2007 NASCAR NEXTEL Cup series. Shell will also be the associate sponsor on other RCR cars including the No. 31 Cup car driven by Jeff Burton and the No. 07 Cup car driven by Clint Bowyer.
Automotive Oil Change Association (AOCA) to Develop Online Training Program
After months of extensive research, the Automotive Oil Change Association (AOCA) has signed a contract with On-Line Learning Systems in Toronto, Ontario, for the development of an online training program. According to Steve Christie, executive director of AOCA, the e-learning project will allow AOCA to have its entire Technician Academy, which includes eight training modules, progress reporting and certification testing, accessible anywhere in the world via the Internet. This will include online payment of fees and automatic updating of the student database.
Wally Parks NHRA Motorsports Museum Appoints Manager of Marketing and Advertising
Rose Dickinson has been named manager of marketing and advertising at the Wally Parks NHRA Motorsports Museum. In this new role, Dickinson will be responsible for the museum’s advertising, including print and radio for the California Hot Rod Reunion, National Hot Rod Reunion and museum special events. Dickinson’s NHRA career began in 1988 after she left Pennzoil to help start-up National Dragster in-house publications.
“Brain Reserve” Consultant to Address the Impact of Female Consumers on the Aftermarket at GAAS
Tiffany Vasilchik, a senior consultant with Faith Popcorn’s Brain Reserve firm, will address the subject of the emerging influence of women on the aftermarket. Her presentation — “Futurescape: How Trends and The Female Consumer Are Driving Change in the Automotive Aftermarket” — will take place on Tuesday, May 18 at the Global Automotive Aftermarket Symposium (GAAS) in Chicago.