TRW's 'True Originals'
Published: 15 August, 2019
ZF Aftermarket is looking to help garages boost their digital marketing. With this in mind, the latest episode in the long-running TRW ‘True Originals’ campaign provides some tips on digital marketing tools and analytics, with the idea being to help garages modernise their communication techniques.
As the company points out, digitalisation within the industry is increasing at a fast rate. Statistics showing the rising amount of time customers spend online, and how online reviews influence purchasing decisions, should be taken very seriously. ZF Aftermarket is suggesting workshops should adapt their communications accordingly.
According to Ben Smart, Global Marketing Director ZF Aftermarket, businesses can increase sales and customer loyalty through digital marketing and social media, without the need to spend a lot of money: “By 2020, an entire generation, Generation C for ‘connected’, will have grown up in a digital world immersed in an online culture and well versed in social networking methodology. Furthermore, figures show that by next year the average person will be spending 84 minutes a day watching videos online.”
Russ Stanley, Director of Revolution Porsche based in Brighouse, West Yorkshire is featured in a video as part of the campaign. Russ explains how through early adoption of digital marketing he increased loyalty and managed to promote business growth: “Our interactive website means that customers can contact us outside of working hours, and social media has allowed us to grow far more quickly and easily. Every time we send an e-mail we ask our customers to follow us so it’s really easy to organically build up a good database. Sharing links to forums, exhibitions and other websites, together with engaging and relevant information about our team enables customers to interact.
“We also practice video servicing logging, where we send videos to our customers so they can actually see what work their vehicle needs – a good way of sharing information that really builds trust and confidence. Digital marketing costs very little other than your time, but the reach and rewards can be fantastic.”
The video can be found on #ORIGINALWORKSHOPS – a hub of advice, tips, videos and more. New web-based essays include:
What is digital marketing and how can it benefit your workshop?
- How to use digital marketing and social media to create a simple referral process
- 12 tips for building and managing your social media markets
- How the customers of tomorrow are shaping the future of digital marketing
Ben Smart concluded: “Digital marketing can significantly benefit garage workshops because, with very little cost, it can keep customers engaged, prompt return visits and establish a connection that increases customer loyalty. It can also increase business awareness and expand the potential customer base as those you reach begin to share offers and news with their friends.”
- Autotech Recruit teams up with ZF Aftermarket
Autotech Recruit has teamed up with ZF Aftermarket Technical Training in order to provide access to in-depth, technical courses. Courses will cover transmission systems, steering, suspension, driveline components and on electric and hybrid vehicles.
Autotech Recruit Managing Director Gavin White commented: “Garages are under pressure from rapid advances in technology, and, while we still need to focus on bringing in new talent, it is essential that the current workforce is trained sufficiently. Through our close connections with the industry, we recognise the exact needs of both garage owners and vehicle technicians today and it has become increasingly apparent that we need to provide training on specific vehicle components to give technicians a greater level of understanding. We need to build a fix first time mentality.”
Mandla Ndhlovu, Head of Training at Autotech Recruit, added: “I am excited by the partnership with ZF Aftermarket Technical Training, which will enable us to offer this high quality of training the automotive industry desperately needs. It will give garages an opportunity to equip their technicians with the skills, knowledge and attributes needed to be able to successfully maintain and repair the vehicles of today and the more technologically advanced vehicles of the future.”
For further information email training@autotechrecruit.co.uk or call 01234 240 503.
- TRW corner module parts
In line with its commitment to being first to market with braking, steering and suspension parts for its leading TRW branded Corner Module programme, the latest parts from ZF Aftermarket to hit the shelves include: brake discs for the Mercedes Benz GLE and Coupe 2015 onwards and brake pads for the Vauxhall Astra, also 2015 onwards. ZF Aftermarket’s Kevin Price said: “We’re proud of how quickly we get new parts to market, enabling our independent aftermarket customers to benefit from our strong OE position and high performance products. We don’t want any garage to have to turn away business because they haven’t got access to the parts they need.”
www.trwaftermarket.com
- Your Car – Your Choice awareness widens
The IAAF’s Your Car - Your Choice pilot project in Chesterfield has taken another step forward following the first ever garage awareness day.More than 100 people attended the event, held at Bilstein Group, Markham Vale as garages were able to find out more about their rights under Block Exemption Regulations (BER) and hear presentations from automotive aftermarket suppliers supporting their right to service and repair vehicles within the warranty period.
- Lord Coe speaks at Aftermarket Power Network: Automechanika Birmingham
Automechanika Birmingham has announced that Lord Sebastian Coe will be addressing the Aftermarket Power Network, premiering at Automechanika Birmingham on Tuesday 4th June, in Hall 20, NEC.
- Right2Choose returns as ‘Your Car, Your Choice’
‘Your Car, Your Choice’ is the new rallying cry for the sector, as the Independent Automotive Aftermarket Federation (IAAF) relaunches Right2Choose for today’s world.
