Handschuh’s Perspective: Know Your Parts® Update – Reaching Out with an Enhanced Message

June 12, 2011 - PRLog -- AASA members have much to be proud of with the accomplishments of its Know Your Parts® campaign. Since its launch at AAPEX 2009, the campaign has produced public service announcements in conjunction with NASCAR Performance, published numerous “Special Reports,” garnered media attention from industry and mainstream outlets, established a Web-based industry repository for information and campaign materials, and entered into international licensing agreements.

We are encouraged by the campaign’s growth, and we want to make sure that it continues to gain widespread industry interest and support. AASA believes in the core message of Know Your Parts: Quality Matters.

The AASA Marketing Executives Council (MEC), the group of aftermarket supplier marketing professionals that spearheads the campaign, is currently at work on the campaign’s next phase. The MEC is working with MontAd, an AASA affiliate company and one of the automotive aftermarket’s leading full-service advertising agencies, to develop a long-term, strategic plan for Know Your Parts. The goal of this plan will be to launch a campaign theme and messaging to educate aftermarket supply chain partners, particularly repair professionals.

At the AASA Board of Governors’ March meeting, the board agreed to review the Know Your Parts strategic plan at its fall meeting. At that time, the board also will consider a funding proposal to advance the campaign in 2012.

A key part of this plan will be the testing of campaign messages through focus groups. In the coming months, repair professionals in key markets throughout the country will be gathered for open discussions about the importance of reliable, quality replacement parts to their businesses. Advertising and collateral materials will be honed and refined using the focus groups’ feedback.

Effective messaging about quality aftermarket replacement parts is crucial because we live in a global economy. Consumers and businesses may choose from a wide range of products produced domestically and internationally. Unsafe products can and do find their way into U.S. markets– and aftermarket replacement parts are no exception.

This is a serious concern of the National Highway Traffic Safety Administration (NHTSA). NHTSA has encouraged AASA to create an industry solution that will protect vehicle owners. This is a unique opportunity for our industry to be self-regulating – and AASA is leading the charge.

AASA is committed to the Know Your Parts campaign – and we’re also committed to the development of a long-term strategy that promotes quality replacement parts produced by full-service suppliers and a message that resonates with our supply chain partners and repair professionals. Our ultimate goal is to preserve and promote our industry’s long tradition of quality products and reliable service. For the latest information about the AASA Know Your Parts campaign, visit www.KnowYourParts.com.

Steve Handschuh
President & COO
shandschuh@mema.org