Who Needs Marketing?

By Tom Marx and Tom Herndon, April, 2006

On May 17th, I am leading a panel discussion entitled “Who Needs Marketing?” with four savvy marketing veterans at the 2006 Global Automotive Aftermarket Symposium, in Dearborn, MI. Joining me will be Willi Alexander, president and COO, Parts Depot, Lisa Kranc, senior vice president of marketing, AutoZone, Bill Long, vice president of marketing, Proliance International, and Mario Recchia, vice president of marketing and business development, Worldpac.

 

I carefully selected the panel participants to represent perspectives from the manufacturing, distribution and retail sides of the Aftermarket. Their companies are recognized as leaders in their channel. We’ve already had several conference calls to organize our thoughts for this conversation and I can guarantee you’ll be entertained and informed.

 

There are significant marketing opportunities before us, and to better leverage our dollars, we marketers need to address a number of thorny issues. We have already begun discussions on these issues and have made several key observations. I have designed questions for the panel around these observations.

 

Here are just a few examples:

 

Observation: There is a major disconnect in the design and execution of marketing programs in the Aftermarket. A lack of collaboration between manufacturers, distributors and retailers cripples their effectiveness when leveraging their marketing dollars. This lack of collaboration diminishes any marketing ROI.

Question: How can manufacturers, distributors and retailers better collaborate on the design and execution of marketing programs?

 

Observation: There are marketing tactics that continue to be effective and many “old friends” that keep re-surfacing year after year – some of which should be retired.

Question: Given the rapid changes taking place in today’s business environment, what marketing programs are most effective and how are they most efficiently implemented?

 

Observation: Online ordering, parts look-up, eCataloging, sophisticated database management for highly targeted marketing programs – these significant technologies are increasing our abilities to control cost, timing and execution of powerful marketing programs.

Question: Now that the Aftermarket is finally starting to catch up with technology, what opportunities are before us?

 

Don’t miss your chance to attend this year’s Symposium. We are certain to have a rich, insightful – and very useful – conversation. The collective wisdom of these marketing leaders is an amazing opportunity. You are invited to attend. To register for the Symposium, please go to www.globalsymposium.org

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