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Aftermarket Auto Parts Alliance sales forum focuses on changing world

Friday, September 19, 2014 - 07:00
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The Aftermarket Auto Parts Alliance held its annual Sales & Marketing Forum at the Hyatt Regency Riverwalk in San Antonio September 10-12. More than seventy marketing leaders representing more than forty Alliance shareholders attended.

“The meeting featured a powerful line up of presenters from both shareholders and staff. 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,” said Mauro Cifelli, the chairman of the Alliance Sales & Marketing Committee.

The Forum included meetings of the Alliance’s Sale & Marketing Committee along with its sub-committees: Branding, Programs & 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,” said John R. 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.”

The Aftermarket Auto Parts Alliance goes to market through more than 2,200 parts stores and more than 3,000 certified service centers throughout North America, branded Auto Value / Bumper to Bumper.

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