Transcript Slide 1

Marketing Executives
Council
November 14, 2007
MEC Mission Statement
To advance the automotive
aftermarket supplier industry
through collaborative marketing
and communication solutions.
Marketing Executives Council
November14, 2007
MEC Purpose
• Forum for aftermarket supplier marketing
executives to collaborate in helping
improve the state and image of the North
American manufacturer base.
• The Council will serve a major role in
helping AASA communicate to key
audiences and develop communication
strategies and action items.
Marketing Executives Council
November14, 2007
Today’s Agenda
• Welcome and Introductions (Tarnacki)
• Review of Anti-trust guidelines (Bruno)
• AASA Vision Conference 2008 (Cameron)
 Overview and Update
• Membership and Market Research (Spera)
 Recruitment and Retention
 Value Proposition
• AAPEX Overview (Beck)
 2007 Show Review
 AASA Involvement
• Supplier Image (Cameron, Altenberger)
 China / AAPEX Initiative
 Standard of Excellence / Code of Ethics
Marketing Executives Council
November14, 2007
Today’s Agenda
• Lunch & Telephone / e-mail break
• Breakout Sessions
 AAPEX Show Committee (Beck)
 AASA Membership – (Spera)
 AASA Supplier Image –(Cameron & Arent Fox)
• Breakout Group Reports (Group Leaders)
• General Discussion – (Tarnacki)
• Chairman & Vice Chairman – terms (Cameron)
• Meeting format & frequency
Marketing Executives Council
November14, 2007
AASA Vision Conference
2008
Marketing Executives Council
November14, 2007
AASA Vision Conference 2008
Event:
• Inaugural gathering of all AASA members
Format:
• General sessions w/ Keynote Speakers
• Three Vision Sessions (Breakouts)
• Networking Opportunities
Location:
• Orlando, Florida
• Swan and Dolphin Resort
Dates:
• Thurs. 2/28/08- MEC
• Fri. and Sat. 2/29-3/1/08- Vision Conference
Registration Info:
• $695 / Early Bird $595 extended to year-end
• Additional team members $495
• On-line direct at www.aasavision.org
Marketing Executives Council
November14, 2007
AASA Vision Conference 2008
Keynote Speakers / Topics:
• Peter Marks, chairman, president & CEO, Robert Bosch
Corp and other top executives speaking on –




Breaking New Ground within the Aftermarket Industry
Success Stories from Other Leading Global Industries
Where the New Horizon Is – The Future Emerging Markets
Direction of Future Automotive Technologies
Vision Sessions of Focus:
• Member Collaboration
 Facilitators: Susan Ulrey, Tenneco & Dil Kulathum, Cardone
• Education and Training
 Facilitators: Mac McGovern, KYB & Doug Vidler, Delphi
• Selling and Sourcing Globally
 Facilitators: Jeff Brekke, Gates & Jeff Stauffer, Affinia
Marketing Executives Council
November14, 2007
AASA Membership
Recruitment and Retention
Marketing Executives Council
November14, 2007
AASA Membership Overview
AASA Mission:
AASA serves as the voice of the automotive
aftermarket suppliers and is a recognized
industry change agent, promotes a
collaborative industry environment, provides
a forum to address issues and serves as a
valued resource for members
Marketing Executives Council
November14, 2007
AASA Membership Overview
AASA Value Proposition
• AASA leads the North American
aftermarket supplier through the expanding
global market place through these strategic
areas of focus:
 Government Affairs
 International Opportunities and Challenges
 North American Supplier Industry Image
 and Industry Analysis
 Industry Collaboration
 Brand Protection and Intellectual Property
Rights
 Education and Training
Marketing Executives Council
November14, 2007
AASA Membership Overview
AASA Membership Summary
• 248 manufacturing members
• 80% of NA aftermarket manufacturers are
members
AASA Member Involvement
• Product and Peer Groups (MEC, GAC,
BPC, FPMC)
• Tradeshows and Events
• Industry Projects and Studies (ADV,
Roundtables, Event Committees)
Marketing Executives Council
November14, 2007
AASA Membership Overview
AASA Member Recruitment
• Why join AASA?
• How do we promote AASA value to
new members?
• Best way to market to new potential
members?
Marketing Executives Council
November14, 2007
AASA Membership Overview
AASA Member Retention
• Member involvement
• Member services
• Member communications
• New services and benefits
Marketing Executives Council
November14, 2007
AAPEX 2007 Overview
Marketing Executives Council
November14, 2007
AAPEX 2007 Overview
Exhibitors:
2016
 Members:
973
 Non-members:
1030
 Comps (associations)
13
 New exhibitors
836
 Total booths
4825
2006 Comparison
 Members:
45
 Non-members:
-99
 Comps (associations)
1
 New exhibitors
-9
 Total booths
-176
Total registration
119,000*
*Estimated
Verified 2006 total:
115,329
Marketing Executives Council
November14, 2007
AAPEX 2007 Overview
WT Glasgow general comments:
• Better show, more energy
• Improved activity on Thursday
• 21 Green Zone exhibitors: traffic disappointing, so
considering moving it to the Parkway in 2008
• Registration lines cut by advance mailing of
badges and lanyards
• 31 IPR/counterfeit complaints: 6 companies and
NHTSA (non-compliant lighting)
• Expects to meet 2007 budget
Marketing Executives Council
November14, 2007
AAPEX 2007 Overview
AASA Activities:
• Executive Breakfast: Highest attendance ever =
640
• News conference: MEC supplier image campaign,
Special Report: “Direct Importing,” Direct
Importing ad
• AASA/NHTSA Seminar: 75 attendees
• Executive Lunch with Ernst & Young: 30
attendees
• AAIW/OAC International Reception: nearly 900
• AASA member services:


Member Center
Member Packets
Marketing Executives Council
November14, 2007
AAPEX 2007 Overview
MEC Discussion Topics:
• Upcoming joint meeting with AAIA Marking Committee from 10
a.m.-3 p.m., Tuesday, Dec. 18, at Robert Bosch, Broadview, Ill.
 Purpose: Develop AAPEX promotion and marketing to increase
attendance and participation
 Facilitated by trade show expert, Sam Lippman
 Kathleen Schmatz of AAIA and Steve Handschuh of AASA slated to
attend
•
AASA Show Committee
 Chaired by Barry Harris, Timken
 Holds first meeting today; future meetings TBD
 Purpose: Assist AASA with all AAPEX-related matters and serve as
counterpart to AAIA AAPEX Show Committee
•
What was your AAPEX 2007 experience?
 Traffic, Logistics, Breakfast(s), etc.
Marketing Executives Council
November14, 2007
AAPEX 2007 Overview
AASA Board Comments:
• Wifi connection still not working
• Responsive to IPR/counterfeiters
• Increased non-member exhibitor fees driving
more international companies to join AAIA
• Registration for non-exhibiting manufacturers will
increase in 2008; registration rate will not (SEMA)
• Demonstrations/”entertainment” – limited
opportunity; no room at Sands
Marketing Executives Council
November14, 2007
AAPEX 2007 Overview
Joint Meeting with AAIA Marketing committee
• 10 a.m.-3 p.m., Tuesday, Dec. 18
• Robert Bosch, Broadview, Ill.
• Purpose: Develop AAPEX promotion and
marketing to increase attendance and
participation
• Facilitator: Sam Lippman, well-known trade show
expert
• 11 MEC attendess to date: more needed
Sign up today!
Confirm travel arrangements with Jack Cameron
Marketing Executives Council
November14, 2007
AASA Supplier Image
Marketing Executives Council
November14, 2007
AASA Supplier Image
Direct Import Threat:
• Special Report / White Paper – “Direct Importing: Do the
Risks Outweigh the Reward?”
China Quality / AAPEX Initiative:
• Committee: Brian Tarnacki, Brian Altenberger, Pam
Krebs, Laura Sullivan, Mark Boyle, Theresa Spera
• Task: Strike while China quality concerns are still making
headlines – target AAPEX show
• Result: Trade ad in AAPEX Show Daily – “Its Not About
Where Products Are Made. It’s About Who Stands
Behind Them.”
• Original Ad: “AASA Assurance” – Your best assurance
quality replacement automotive parts… supplier
members of Automotive Aftermarket Suppliers
Association.
AAPEX Press Conference – NHTSA Seminar
Marketing Executives Council
November14, 2007
Marketing Executives Council
November14, 2007
Marketing Executives Council
November14, 2007
AASA Supplier Image
AASA Standard of Excellence:
• Sara Bruno / Arent Fox reviewed other industry initiatives
 Code of Ethics – Group consensus on the best
method to pursue
• Objections by some top execs question the role of AASA
in such an undertaking
• Improved Supplier Image is the end game
• Breakout Session will take a deep dive
 Strategic Plan
 Build on momentum and positive feedback
 Overcome objections
Marketing Executives Council
November14, 2007
Breakout Groups
Marketing Executives Council
November14, 2007
Marketing Executives Council
November14, 2007
MEC Breakout Groups
Group 1: AAPEX Show Committee (Beck)
Barry Harris, chairman
Brian Couch
Tony Battaglia
Kevin Burton
Brian Tarnacki
Brian Altenberger
Dil Kulathum
Meg Vanderlaan
Group 2: AASA Membership and Market
Research (Spera)
Group 3: Supplier Standard of Excellence
(Cameron)
Marketing Executives Council
November14, 2007
2007 In Review:
Slides of AASA Supplier
Standard of Excellence and
Improving the Image of the
NA Supplier
Marketing Executives Council
November14, 2007
Communications Campaign
(session 1)
Universal advertising campaign that can be repurposed for all
target audiences
• Primary goal of campaign will be designed to elevate the North
American Aftermarket Supplier
• Secondary goal of campaign will be to promote AASA to industry,
members and media
• Get approval from AASA board of governors to create an RFP to
put for bid of a complete ad campaign that would include the
following:
 Print ads
 Franchise pieces
 Web site
 Public relations strategy and campaign
 Advertising strategy for trade publications, financial publications and
consumer media
Marketing Executives Council
November14, 2007
AASA Supplier Standard of
Excellence
(session 1)
• “Standard of Excellence” will encompass
the value-added supplier elements
• Create a logo / seal for North American
suppliers to utilize on packaging, ads,
collateral materials that will reinforce the
“Standard of Excellence” that they adhere
to in their products, businesses and
operations
• Criteria can be designed and analyzed by
a third party firm and administered and
managed by AASA
Marketing Executives Council
November14, 2007
AASA Supplier Standard of
Excellence Criteria
(session 1)
•
•
•
•
•
•
•
•
•
•
•
•
Quality
Supply
Safety standards
Training
Product lifecycle management
Cataloging / pricing
Innovation / latest technology
Designed for the aftermarket
Warranty
We are the “parts” experts
We’re more efficient/profitable to do business
Intellectual property
Marketing Executives Council
November14, 2007
Brand Planning Process
Where are we?
Why are we there?
Are we getting there?
How do we get there?
Marketing Executives Council
Where could we be?
November14, 2007
Where Are We? (session 1)
• “Brands” are highly valued in the
aftermarket...
• However, we have lost:
share to OE dealers
share to LCC’s (Low Cost Countries)
control of Brands to retailers/distributors
Marketing Executives Council
November14, 2007
Where Should We Be? (session 1)
• Primary target: end user (professional
installers / DIYers)
• Other audiences: distributors/retailers,
government, Wall Street, vehicle owners
• Have them trust the aftermarket supplier
 Build our credibility
 Get credit for what we do
• Regain share from the LCC’s and OEMs
Marketing Executives Council
November14, 2007
How Do We Get There?
(session 1)
•
Aftermarket supplier standard of excellence - value-added supplier

•
Value-added standards:













•
Quality
Supply
Safety standards
Training
Product lifecycle management
Cataloging / pricing
Innovation / latest technology
Designed for the aftermarket
Warranty
We are the “parts” experts
We’re more efficient/profitable to do business with
Manpower
Intellectual property
Support with communications campaign


•
•
Code of conduct
Focus on the positive
All sing from the same hymn book
Better IP protection
Better industry standards (data, quality…)

Enforce adoption
Marketing Executives Council
November14, 2007
Need to flesh out
Communications Campaign to
enhance the Image of NA
Supplier
(session 2)
Communications Campaign
• How do we know we are getting there:
Measure market share in North America
pre and post by product line or by dealer
share
• Measurements: Interest/response level
of other AASA members
• Pre and post evaluations: Survey key
buyers pre & post
• Frequency: Every six months
Marketing Executives Council
November14, 2007
Communications Campaign to
enhance the Image of NA
Supplier
(session 2)
Communication Phase 1:
• Target audience: Suppliers.
• Message: Include meaning,
measurements and some
information from surveys regarding
differentiation. How to get certified,
where to get more information
• Assumption: Standard is
determined.
Marketing Executives Council
November14, 2007
Communications Campaign to
enhance the Image of NA
Supplier
(session 2)
Communication Phase 2:
• Target audience: Buyers and
technicians
• Message: Informational regarding
the standard
• Assumption: Standard is
determined and some suppliers
already have it.
Marketing Executives Council
November14, 2007
Communications Campaign to
enhance the Image of NA
Supplier
(session 2)
**Prior to communication, benchmark
the current market to have a pre
and post opinion regarding
certification. Benchmark other
industries (UL or JD Powers) to
understand their communication
process and their methods.
Marketing Executives Council
November14, 2007
Criteria for Standard of
Excellence
(session 2)
1. Basic Criteria for Standard of Excellence
• Product Quality


•
Must adhere to industry standards (ISO,
TS) or proprietary standards
Supply proof for sourced product
Adhere to current safety standards



Carry product liability insurance
NHTSA standards, OSHA standards, etc.
No banned substances
Marketing Executives Council
November14, 2007
Criteria for Standard of
Excellence
(session 2)
1. Basic Criteria for Standard of Excellence
• Cannot engage in illegal activities or
business practices

•
Training

•
Tech line
Provide Catalog

•
No IP violations
ACES compliant
Conduct e-commerce with customers
Marketing Executives Council
November14, 2007
Criteria for Standard of
Excellence
(session 2)
2. Cost of qualification or application
•
•
AASA Member - Minimum fee or reduced fee
Non-members to pay a higher fee or equivalent
of membership dues for their category
3. Who Can apply for Standard?
•
•
Any North American Aftermarket supplier
Have three different application/cost levels



Company (highest)
Product (middle)
Brand (lowest)
Marketing Executives Council
November14, 2007
Results of Breakout Groups“Top Five things that can be
done NOW to Reinforce doing
Business with a North
American Supplier”
Marketing Executives Council
November14, 2007
China Quality
• Recent events involving toothpaste,
dog food, toys and now tires highlight
the need for special care when
sourcing products from here or abroad.
• Is all product coming from China poor?
No
• How can you ensure that the product
you source meets rigorous standards
for quality, reliability and safety?
Marketing Executives Council
November14, 2007
Solution
•
•
•
•
•
•
Source from experienced, global
aftermarket suppliers
Quality/supplier certifications
Rigorous product testing
Engineering/manufacturing expertise
We stand behind our products
Training and technical support
Cataloging
Marketing Executives Council
November14, 2007
Communication Vehicles
•
•
•
•
•
•
•
•
•
•
Ad
Press conference
AAPEX booths
Press release
Editorial campaign
PowerPoint
Collateral
Website
Value-add template (Proliance)
White paper
Marketing Executives Council
November14, 2007