How important in National Car Care Month to the aftermarket industry, especially with the current state of the economy?
The importance of National Car Care Month (NCCM) goes way beyond the aftermarket; it is very important for consumers to understand Car Care Month and what it means to them. The average consumer still thinks preventive maintenance means an oil change every three months. We as an industry must do a better job educating consumers on the need for ALL maintenance, especially the 30K, 45K, etc. NCCM gives our industry the opportunity to educate consumers in one cohesive, national voice, and with a consistent and timely message. If we as industry fail to inform consumers, we leave our fate up to the OEs who are educating consumers.
This year, the Network has enrolled all of our bannered shops in the Car Care Professional Network as well as supported and promoted NCCM. We believe NCCM is so important to the industry, our shops and to consumers that we are offering our bannered shops up to $500 to conduct vehicle check lane events.
Our spring brake promotion offering up to $75 back to consumers through a mail-in rebate runs March and April and is a perfect tie-in with NCCM, providing the consumers with free inspections during the check lane event and then large savings if they need brake work performed.
Is the Network noticing retailers/shops conducting more check lane events, posting more NCCM signage, getting more involved or any other trends related to NCCM?
I would say our group is seeing an increase in the number of check lane events this year because we are promoting it more than ever before. The positive comments heard from shops who conducted check lane events in 2007 have spread to other shops encouraging them to participate in their markets.
Are there any upcoming program group events you'd like to highlight?
Our next big event will be our National Convention in Nashville, TN February 26 – March 1, 2009.
