Truck Parts and Service | Heavy Duty Trucking, Aftermarket, Service Info
Issue link: http://read.dmtmag.com/i/737160
24 Sales & Marketing media strategy and we will research that carefully to do just the same as we did with the website." Hansen says Minimizer's moves are all carefully designed to enhance their marketing performance. "We track everything," Hansen says. "We really break it down so that we know what to keep doing and what to change or drop altogether." Distributors can do the same. Because it's free, the only cost for distributors who want to grow their brand on social media is time. According to the latest research released by Mackay & Company in September, the independent aftermarket is a $113.1 billion industry, so making impactful marketing efforts to a diverse but informed customer base is key to long-term success. Truckersmall.com President Pete Petropoul says his company does not use a printed catalog and relies heavily on Google searches and the company's Face- book page to reach its customer base. "We started in 1996 as Rolling Billboards, Inc., selling advertising on truck trailers and especially mud fl aps," Petropoul says. "We sold advertising on mud fl aps and that was a popular marketing tool but by 1999 no one was advertising. We started selling more parts and eventually shifted our business model." The goal is to be impactful. To fi nd the right marketing tools that can reach a diverse and changing customer base. "It is a changing and evolving world and the things we used to do to build lasting customer relationships has changed, so we have to change, too," Hansen says. These changes have made life on the road easier for drivers, Morgan says. "It's always frustrating and aggravat- ing when you have a break down or a part that goes out on you," Morgan says. "But, it's a lot easier these days to fi nd what you need to get you back out on the road as quickly as possible. A lot of times in the past, you may break down and be stuck somewhere while a parts store hunts for what you need. "When something happens now, you can do a quick search to fi nd the part or fi nd distributors near you who carry a particular brand or part. That has defi nitely made life easier. I can't even imagine now going back 15-20 years ago, or really, even fi ve or six years ago when I got a smart phone. The distributors and manufacturers do a lot better job with the technology we have available. "I know one thing, it made me have to get more tech savvy in a hurry," he says with a laugh. T R U C K P A R T S & S E R V I C E | O c t o b e r 2 0 1 6 Truck-Lite recently completed an overhaul of its online presence to better position itself, and its distribution channel, in front of digital shoppers. Drivers are fi nding they have access to parts and suppliers at the tip of their fi ngers now, while distributors are looking to reach their customer base wherever they may be.