Robert Bosch LLC, Automotive Aftermarket North America, has announced the launch of a new trade advertising campaign targeting the rapidly increasing DIFM (Do It For Me) market. Employing print and digital media, the integrated campaign communicates the comprehensive range of products, workshop business solutions, training and services that Bosch presents to the aftermarket.
According to Bosch, the campaign, which runs under the umbrella theme “Parts for Every…,” will feature targeted messaging in a series of ad executions that reinforces:
• The broad Bosch product coverage in the aftermarket – Parts for Every Car, Parts for Every Truck, Parts for Every Diesel, Parts for Every OEM
• The decades of Bosch involvement in motorsports and its longstanding partnerships with some of the highest-rated teams on the racetrack – Parts for Every Race Series, Parts for Hendrick Motorsports, Parts for Joe Gibbs Racing, Parts for Team Penske, Parts for Vaughn Gittin Jr.
• Bosch Workshop Concepts and the rapidly-growing Bosch Car Service network – Parts for Every Shop.
Scheduled to appear in a host of aftermarket publications starting July 2014, the campaign builds upon the place that Bosch holds as a leading global supplier to Asian, domestic and European original equipment manufacturers (OEMs). Leveraging its OE expertise, Bosch says it is in the unique position to deliver a full range of innovative aftermarket parts, workshop business solutions, training and services, offering high value technical content, to its traditional aftermarket customers – from WDs and jobbers to automotive shop owners and technicians.
In conjunction with the print advertising, a microsite also has been created. Each ad will feature a URL that directs to a “Parts for Every…” landing page. From that page, an interactive version of each ad can be accessed from which visitors can rollover and click on multiple “pins” for more detailed product information.
Explaining the strategy behind this campaign, Tony Pauly, director of advertising and brand management for Robert Bosch LLC, Automotive Aftermarket North America said, “With this campaign, we are showcasing the leadership position that Bosch has established in the automotive industry, and the massive footprint it creates in the aftermarket. Bosch solutions can help WDs, jobbers, shop owners and technicians to enhance and grow their businesses.”
For detailed information on Bosch products for the aftermarket, visit boschautoparts.com.