What’s the Going Rate for Going In-House?

The wild rollercoaster ride we call the automotive aftermarket has brands aggressively cutting costs—including marketing budgets. Some believe taking their marketing in-house is the way to save. Before making a move like that, you’ll want to check out the going rate...
Industry Thought Leader

Industry Thought Leader

EVANSVILLE, INDIANA—EXTEND PERFORMANCE, the complete automotive-focused branch of the EXTEND GROUP, is connecting science and style in support of this year’s Automotive Aftermarket Supplier Association (AASA) Vision Conference. The event takes place April 5-7, at Loews Chicago O’Hare Hotel. According to Shawn Collins, Founder & CEO, “EXTEND PERFORMANCE’s focus on connectivity is completely in line with this year’s AASA Vision Conference theme: Connecting the Aftermarket.” Collins elaborates, “AASA Vision is an opportunity to make a favorable impression on fellow attendees whose brands our services would absolutely enhance.

Realistic Ways to Market in a Down Economy

Realistic Ways to Market in a Down Economy

Easy for Certain Experts to Say, INCREASE Your Marketing Spend Yes, increasing your marketing efforts while competitors are pulling back will likely lead to gains in market share; but what if your budget’s been frozen, or slashed? You can increase your marketing...
Automotive Hashtags

Automotive Hashtags

#NOHASHTAGs? Our Race to the Top is not a matter of myopically gunning it to reach the summit first. As we make our way, our navigation strategy includes constantly surveying the Aftermarket terrain. And we see plenty of positives. But in an industry noted for its...
Who is Your Customer?

Who is Your Customer?

As an aftermarket automotive component manufacturer, who is your customer? Is it the WD? The large channel distributor, maybe? My question is rooted in the twenty-five plus years I’ve spent in the automotive repair field. I believe that, yes, the WD, and large...