I feel privileged. I get to write a column about something I am so engrossed with, I actually look forward to putting words on paper every month. I do, however, how my opinion is perceived by readers.
I am also a voracious reader. Editorials, opinions, comments, technical information, and any other thing concerning the automotive aftermarket. Sometimes, I reply to the authors of those articles with some of my own comments or opinions.
I recently replied to an author about a reference he made to a myth that his local auto parts store was 30 percent more in cost than the big-box retailer he had just purchased a battery from. Fully expecting a reply, I patiently waited for days and days, often checking my e-mail to show some sort of reciprocation. But, nothing.
I began to ponder this attempted communication and came to the conclusion that the author was probably not really concerned if his column made sense to anyone other than himself. It was as if writing the article was more a compunctional duty, rather than an attempt to convey a creative outburst in brilliant journalistic talent or timely advice.
Nontheless, I became quite fanatical in checking my e-mail. Silly, but I needed a concilliatory response to acknowledge that I had indeed been heard.
Then suddenly, like a a tidal wave, it hit me. I already knew the answer to the question I posed to the author. Instead of wondering what he was going to do about it, I should be focused on what I was going to do.
How do we combat skewed opinions on the battle between big-box retailers and independents? Advertising.
We are the major players, and claiming the millions in advertising spiffs that our respective associations get from our manufacturers, that we seem to never use, needs to be a top priority. As a major association member, I am further befuddled at how seemingly complicated or unknown the process is to claim funding or spiffs for advertising. If these programs do exist (and they do), why are we not fully aware of how to use them?
If you run your auto parts store like Kevin Kostner in 'Field of Dreams', you know, build it and they will come or rather 'stock' it and it will sell, you should have went into the dusty ballpark business.
Advertising is the key. You must claim you place in the spotlight. Advertise anything to let your market know that you exist.
In advertising, you stake off your boundaries, and you guard them closely. Rebuking all nay-sayers, even if they are industry consultants currently swayed by myth and fictional advertisements. I travel all over the place, and I rarely hear a local independent parts store or service and repair facility advertising on the radio or see them on TV. Radio and cable television advertising is far less expensive than you might think. If we all do it on a regular basis, the retail market will begin to change, as will public opinion.
I'm calling on all independent distributors, warehouses and associations to deliver us the funding for advertising that is attainable. Educate your sales force of the absolute importance of advertising in such a manner that they are passionate enough to encourage independent jobbers. Take some of the spiffs that manufacturers are giving you already, and turn it into advertising dollars that can be earned reasonably, and without reservation on how they're used.
It's time we turn the tables, and work toward adjusting these opinions. Jobbers and retailers both sell parts. We independents are definitely not the 'as-advertised' bunch of bumpkins some would have you to believe, but we have got to let the rest of the world know.
I feel privileged. I get to write a column about something I am so engrossed with, I actually look forward to putting words on paper every month. I do, however, how my opinion is perceived by readers.
I am also a voracious reader. Editorials, opinions, comments, technical information, and any other thing concerning the automotive aftermarket. Sometimes, I reply to the authors of those articles with some of my own comments or opinions.
I recently replied to an author about a reference he made to a myth that his local auto parts store was 30 percent more in cost than the big-box retailer he had just purchased a battery from. Fully expecting a reply, I patiently waited for days and days, often checking my e-mail to show some sort of reciprocation. But, nothing.
I began to ponder this attempted communication and came to the conclusion that the author was probably not really concerned if his column made sense to anyone other than himself. It was as if writing the article was more a compunctional duty, rather than an attempt to convey a creative outburst in brilliant journalistic talent or timely advice.
Nontheless, I became quite fanatical in checking my e-mail. Silly, but I needed a concilliatory response to acknowledge that I had indeed been heard.
Then suddenly, like a a tidal wave, it hit me. I already knew the answer to the question I posed to the author. Instead of wondering what he was going to do about it, I should be focused on what I was going to do.
How do we combat skewed opinions on the battle between big-box retailers and independents? Advertising.
We are the major players, and claiming the millions in advertising spiffs that our respective associations get from our manufacturers, that we seem to never use, needs to be a top priority. As a major association member, I am further befuddled at how seemingly complicated or unknown the process is to claim funding or spiffs for advertising. If these programs do exist (and they do), why are we not fully aware of how to use them?
If you run your auto parts store like Kevin Kostner in 'Field of Dreams', you know, build it and they will come or rather 'stock' it and it will sell, you should have went into the dusty ballpark business.
Advertising is the key. You must claim you place in the spotlight. Advertise anything to let your market know that you exist.
In advertising, you stake off your boundaries, and you guard them closely. Rebuking all nay-sayers, even if they are industry consultants currently swayed by myth and fictional advertisements. I travel all over the place, and I rarely hear a local independent parts store or service and repair facility advertising on the radio or see them on TV. Radio and cable television advertising is far less expensive than you might think. If we all do it on a regular basis, the retail market will begin to change, as will public opinion.
I'm calling on all independent distributors, warehouses and associations to deliver us the funding for advertising that is attainable. Educate your sales force of the absolute importance of advertising in such a manner that they are passionate enough to encourage independent jobbers. Take some of the spiffs that manufacturers are giving you already, and turn it into advertising dollars that can be earned reasonably, and without reservation on how they're used.
It's time we turn the tables, and work toward adjusting these opinions. Jobbers and retailers both sell parts. We independents are definitely not the 'as-advertised' bunch of bumpkins some would have you to believe, but we have got to let the rest of the world know.
