Potholes are a fact of life in many regions, but this year they’re an especially grim reminder of one of the most severe winters in recent memory. Tenneco’s Monroe® Shocks and Struts brand has launched a comprehensive marketing campaign to remind consumers that today’s poor road conditions can cause more than an uncomfortable ride; they can also damage safety-critical steering and suspension components.
“Potholes have broken out in the millions, and that means potentially severe wear and tear on shocks, struts and other undercar components,” says Bill Dennie, director of ride control channel management for Tenneco’s North America Aftermarket business. “In many cases, the consumer might not be able to feel the effects of worn or damaged units because they have become used to poor ride quality over the past several months.”
The Monroe “Potholes” campaign urges consumers to have their vehicles inspected for any damage that could affect their driving safety. For example, one or more damaged shocks or struts could degrade the vehicle’s steering, stopping and stability in certain driving situations.
“When a pothole breaks a wheel or tie rod or shreds a tire, the problem is immediately apparent to most drivers. A damaged shock or strut is often not obvious, yet it can still be a very serious issue that needs to be corrected as soon as possible,” Dennie says.
The Monroe campaign includes a series of print advertisements featuring the message, “Potholes do more damage than you think. Replace worn shocks.” Other campaign elements include a consumer safety video available on www.monroe.com as well as the “TennecoInc” channel at www.YouTube.com; a nationally syndicated news article; an innovative floor graphic designed for automotive service facility waiting areas; and a social media contest that will reward consumers for sharing photos of unusually severe potholes.
“Our goal is to build consumer awareness of potentially undetected steering and suspension damage,” says Tenneco Marketing Coordinator Denise Hanefeld. “Many drivers recognize that their vehicles have been exposed to a lot of abuse in recent months. We simply want them to ask a trusted service facility to verify those vehicles are capable of providing safe steering, stopping and stability in a full range of driving situations.”
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