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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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Be socially involved and in touch with the show:
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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?

    • Joe Marconi
      The Toolbox is Last to Leave, First is the Heart
      By Joe Marconi in Joe's Blog
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      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.

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