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[Podcast] RR 390: DATA – How Understanding Search Habits Will Help Grow New Customers


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Al Haberstroh, a partner, and Chief Strategy Officer at MontAd Media, a data marketing company serving the auto aftermarket

Al Haberstroh is a partner and Chief Strategy Officer at MontAd Media, a data marketing company serving the auto aftermarket. He has over 25 years of experience driving business for companies in the retail, manufacturing, and service industries.

In his career, Al has developed numerous innovative, revenue-driving solutions for marketers of all sizes.  He was an early adopter of content and database marketing and was instrumental in the development of two new proprietary marketing tools for the aftermarket; Shop Reach 360 and Audience ID.

MontAd Media is the agency for the successful Know Your Parts Campaign developed for the AASA.  Al and his team developed and manage the Know Your Parts website, which gets around 150,000 visits a month from repair professionals and high-value DIY consumers.

Al is a frequent speaker and presenter at marketing and aftermarket events and is a former President of The Automotive Communications Council.  Al’s Previous Episodes HERE.

Key Talking Points:

  • Tracking data- based on content and relevance
    • Consumers do more research prior to purchasing anything-specifically for their vehicle make and model  
    • Discovered high demand in parts for August- might be a trend to monitor in years to come
    • Using data for commercial target audiences, market planning, understanding consumer behavior   
    • Need to address what your audience is looking for
  • “Know your parts” website
    • Optimize content for problems the technician faces with parts- problem-solving content
  • Control your own brand
    • Your brand is every interaction you have with a customer-employees, physical building, social media, signage etc

Resources:

  • Thanks to Al Haberstroh for his contribution to the aftermarket’s premier podcast.
  • Know You Parts Website HERE.
  • MontADWebsite HERE.
  • Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
  • Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

 

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This episode is brought to you by Federal-MogulEpisode-Logo-Sponsored-By-v1-300x93.pngMotorparts and Garage Gurus. With brands like Moog, Felpro, Wagner Brake, Champion, Sealed Power, FP Diesel and more, they’re the parts techs trust.  For serious technical training and support – online, onsite and on-demand – Garage Gurus is everything you need to know. Find out more at fmmotorparts.com  and fmgaragegurus.com

Click to go to the Podcast on Remarkable Results Radio

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  • Have you checked out Joe's Latest Blog?

         5 comments
      I recently spoke with a friend of mine who owns a large general repair shop in the Midwest. His father founded the business in 1975. He was telling me that although he’s busy, he’s also very frustrated. When I probed him more about his frustrations, he said that it’s hard to find qualified technicians. My friend employs four technicians and is looking to hire two more. I then asked him, “How long does a technician last working for you.” He looked puzzled and replied, “I never really thought about that, but I can tell that except for one tech, most technicians don’t last working for me longer than a few years.”
      Judging from personal experience as a shop owner and from what I know about the auto repair industry, I can tell you that other than a few exceptions, the turnover rate for technicians in our industry is too high. This makes me think, do we have a technician shortage or a retention problem? Have we done the best we can over the decades to provide great pay plans, benefits packages, great work environments, and the right culture to ensure that the techs we have stay with us?
      Finding and hiring qualified automotive technicians is not a new phenomenon. This problem has been around for as long as I can remember. While we do need to attract people to our industry and provide the necessary training and mentorship, we also need to focus on retention. Having a revolving door and needing to hire techs every few years or so costs your company money. Big money! And that revolving door may be a sign of an even bigger issue: poor leadership, and poor employee management skills.
      Here’s one more thing to consider, for the most part, technicians don’t leave one job to start a new career, they leave one shop as a technician to become a technician at another shop. The reasons why they leave can be debated, but there is one fact that we cannot deny, people don’t quit the company they work for, they usually leave because of the boss or manager they work for.
      Put yourselves in the shoes of your employees. Do you have a workplace that communicates, “We appreciate you and want you to stay!”
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