Is there a formula for aftermarket parts value? According to the latest iteration of the popular Know Your Parts campaign, developed by the Automotive Aftermarket Suppliers Association (AASA), the answer is yes. The formula is: function, plus quality over time, equals value; in simple terms, the equation says price is not always an indicator of value.
A new creative approach for the Know Your Parts campaign features professor “Al” who bears a striking resemblance to Einstein. He explains the formula isn’t rocket science and value to the service provider means not having to do the job again because of installing inferior parts.
This light-hearted approach to a serious subject was created by the agency for the Know Your Parts campaign, Montgomery Advertising. The quality formula will be integrated into all Know Your Parts marketing tactics utilizing various media including print and banner ads, the knowyourparts.com website, social media and the Know Your Parts exhibit at the upcoming Automotive Aftermarket Products Expo (AAPEX), slated for Tuesday, Nov. 5 Thursday, Nov. 7 in Las Vegas. There also is a video created for the campaign in which professor Al defines and explains the parts value formula.
“Too often in our industry, the word ‘value’ is equated with low price,” said Bill Hanvey, AASA vice president, programs and member services. “This new campaign points out that real value involves proper function and superior quality. We want repair professionals to consider the product benefits that deliver real value to their customers when they chose a replacement part.”
The Know Your Parts program continues to grow as it educates repair professional about the importance of installing only top quality parts from trusted manufacturers. According to Hanvey, the redefining value approach grew from a strategy meeting conducted earlier in the year with the AASA Marketing Executives Council.
“The idea that the word ‘value’ was often used to define lower priced parts options seemed like a misuse of the word to us,” Hanvey explained. “We wanted a creative execution of the concept that real value is defined by quality, not just low price. Judging by the growth of the campaign and the number of visits to the Know Your Parts website, there is recognition by the service provider and the end consumer conducting their own research that indeed ‘value’ should not always be associated with the lowest price.”