How to Stay Ahead in the Automotive Aftermarket

Over the course of my 20-plus years in the automotive aftermarket industry, I've had the privilege of wearing many hats—from marketing and sales to customer support and product management. Each role has offered unique insights and challenges, and together, they have shaped my approach to the work I do today. Currently, I serve as the Director of Marketing Services at Standard Motor Products (SMP), where I lead a dynamic team focused on ensuring that our brands remain top-of-mind for technicians and parts professionals.

A Journey through the Aftermarket Industry

I am very fortunate that I’ve had the opportunity to work in multiple areas of the business. I've moved through various roles, each bringing its own set of responsibilities and learning experiences. In marketing, I learned the importance of messaging actual solutions to the customer. My time in sales taught me the importance of listening and asking the right questions. Customer support allowed me to see firsthand the day-today challenges those distributors, technicians and consumer face, and product management allowed me to better understand the Lifecyle of each and every part.

These experiences have been invaluable in my current role at SMP. Today, I oversee a team responsible for public relations, website management, and the creation of printed materials, advertising, and social media. Our goal is simple yet challenging: to ensure that professional technicians think of SMP’s brands first when they're making decisions in the shop. This involves not only creating compelling marketing materials but also understanding the needs of technicians.

An Unexpected Challenge: Adapting to the COVID-19 Pandemic

One of the most significant challenges I've faced in my career occurred during the COVID-19 pandemic. The sudden halt of in-person events like trade shows, face-to-face meetings with distributors, and visits to service providers forced us to rethink our entire approach. Traditionally, much of our engagement with technicians and distribution partners happened in person. Without these touchpoints, we had to quickly pivot to find new ways to connect with the people driving purchasing decisions.

One of the most effective solutions we developed was a video training series. With our sales team less active in the field, these videos became crucial for training service providers remotely. This experience taught me several important lessons. First, the importance of agility in marketing cannot be overstated. We had to move quickly, adapt our strategies on the fly, and be willing to experiment with new formats. Second, the value of digital tools and platforms became clearer than ever. Even as the world returned to normal, the importance of having robust digital engagement strategies remained paramount.

Even as the world returned to normal, the importance of having robust digital engagement strategies remained paramount

Building Connections in a Digital World

In today’s increasingly digital environment, one of the biggest challenges is cutting through the noise to build authentic connections. At SMP, our focus is not just on consumers but on the professional technicians who interact with our products every day. These are the individuals who drive brand preference, and our goal is to foster strong, meaningful relationships with them.

Our strategy revolves heavily around our direct salesforce—a team of about 100 individuals who regularly visit technicians. These visits are not just about selling a product; they’re about equipping technicians with the stories, materials, and tools they need to feel confident in our brands. By focusing on the needs and challenges of the technician, we can create a deeper, more authentic connection that goes beyond traditional consumer marketing. It’s about understanding their day-to-day realities and positioning our brands as a trusted partner in their success.

The Role of Emerging Technologies in Automotive Marketing

As we look to the future, it’s clear that emerging technologies will continue to reshape the way automotive aftermarket brands engage with their audience. One technology that I believe will have a particularly significant impact is generative AI. The potential for AI to streamline the implementation of marketing campaigns, from copywriting to video production, is immense. At SMP, we're already exploring how AI can help us create high-quality videos more efficiently, allowing us to produce content that’s more engaging and tailored to our audience’s needs.

Beyond content creation, AI’s ability to analyze data and provide insights is another game-changer. With the right tools, we can craft more personalized and effective marketing strategies, ensuring that our efforts resonate with the technicians and distribution partners we’re trying to reach. By integrating these technologies into our current strategies, we’re not just staying ahead of the curve—we’re setting the pace.

Advice for Peers and Emerging Professionals

For those entering the automotive aftermarket industry, my advice is to focus on understanding each and every part of the channel, especially , distributors and service providers. These are the people who have their hands on your products daily, and understanding them is key to driving success.

Spend time with your customers. Listen to their needs, challenges, and what drives their decisions. It’s in these interactions that you’ll pick up invaluable insights that no report or data set can provide. Building strong relationships at all level of distribution is crucial—they’re the ones helping to build your brand. Understanding their business models and what makes their operations tick will allow you to better support them and, in turn, ensure your products are getting into more hands.

For technicians, it’s about understanding their day-today realities. They’re the ones recommending and installing parts, so their trust in your brand is paramount. Take the time to visit their shops, see the challenges they face, and talk to them about what would make their jobs easier. This approach not only helps in tailoring your marketing strategies but also ensures that your brand is viewed as a true partner in their success.

Looking Ahead

As I continue my journey in the automotive aftermarket industry, I remain committed to learning, adapting, and growing. The landscape is constantly changing, and staying ahead requires a willingness to embrace new challenges and technologies. By focusing on the needs of our technicians and distribution partners, and by leveraging the power of emerging technologies like AI, I’m confident that we can continue to drive success for SMP and the brands we represent.