The Aftermarket Auto Parts Alliance held its annual Sales & Marketing Forum at the Hyatt Regency Riverwalk in San Antonio, Texas, recently. Over 70 marketing leaders representing more than 40 Alliance shareholders were on hand for the event.
“The meeting featured a powerful lineup of presenters from both shareholders and staff,” says Mauro Cifelli, the chairman of the Alliance sales and marketing committee. “The interactive sessions covered the breadth of key issues facing Alliance businesses with a focus on taking the group's marketing efforts to the next level.”
The forum included meetings of the Alliance’s sale and marketing committee along with its sub-committees: branding, programs and promotions, service center and education. The main session featured presentations on emerging trends in mobile and digital marketing and the increasing significance of national accounts. Those presentations bridged into idea generation sessions on improving the quality of service and the unitization of technology with service centers.
According to Cifelli, “We know the key to our next level of marketing will involve shareholders educating shareholders. Over and over again, we have learned that messages resonate better when shareholders are learning from their peers. We have over 70 evangelists within our member ranks."
“It was a fantastic session,” says John Washbish, president and CEO of the Alliance. “I am continually impressed with the effort put forward by our committee structure. Time and again it has assured that our shareholders are not only up to speed on trends and issues within the greater aftermarket, but that they have specific tools to address them.”