Why is this statement not enough?
🚛 Suppliers in the aftermarket rely on the traditional distribution channel via parts wholesalers / parts distributors. Sure, these parts distributors have well-established sales teams, a large portfolio, and also take care of marketing measures – but is that really enough to position YOUR brand visibly and successfully in the market?
🧐 Here’s the flaw in this thinking: Parts distributors usually have several hundred aftermarket brands in their portfolio. Your brand is just one of many. So why should your brand be promoted by the sales force? Personal preferences, bonus structures, or pure habit often determine what is even mentioned during a visit to the car repair shop.
💡 The solution: centrally controlled marketing by the industry—with a clear push and pull strategy.
Why active brand marketing is so important
👉 Targeted approach instead of luck: Only those who control the process themselves can place the right messages – tailored to target groups such as workshops and parts dealers.
👉 More visibility, more demand: The more often your brand pops up in the minds of workshop managers and parts distributors‘ sales reps, the more likely it is to be talked about.
👉 Knowledge creates interest: Regular content updates via social media, newsletters, online campaigns on media such as AMupdate.de, or training measures ensure that your brand’s unique selling points really reach the decision-makers—at parts dealers and in workshops.
👉 Independence from bonuses and preferences: Even if a sales representative is not directly rewarded for promoting your brand or prefers other brands, online marketing allows you to counterbalance this and still get people talking about your brand. Read also: Display advertising: The conversion turbo
Don’t loose control of your marketing
💡 Parts distributors are strong partners – but they are not exclusive brand ambassadors. Those who leave brand building exclusively to parts dealers are wasting potential. With strategically planned content marketing, coordinated campaigns, and digital visibility, you can lay the foundation for sustainable brand success in the aftermarket.
👉 Do you have any questions? Would you like more input on specific topics or do you need support to implement all of this? Let me know. 🙋♂️
