Auto Parts Distributor Increases Customer Engagement

Case Study: Boosting Brand Visibility and Customer Engagement with College Schedule Magnets

Company Overview

A regional auto parts distribution company, headquartered in the southeastern United States, operates twelve locations across multiple states. Their primary customers include auto repair shops and dealership service departments, which rely on a steady supply of high-quality auto parts to maintain and repair vehicles efficiently. Given the competitive nature of the auto parts industry, the company continuously seeks innovative ways to strengthen customer relationships and enhance brand visibility.

Challenge

Despite having a solid reputation and a loyal customer base, the company faced the challenge of maintaining top-of-mind awareness among their clientele. With numerous competitors in the market, they needed a cost-effective yet impactful promotional strategy to reinforce their brand presence and drive engagement with their online inventory order system. The goal was to provide customers with a useful, everyday item that would keep the company’s name and contact details easily accessible.

Solution

In 2019, the company implemented a unique marketing initiative: branded college football schedule magnets featuring all Southeastern Conference (SEC) team schedules. Recognizing the strong passion for college football in the region, they designed the magnets to appeal to their customer base. The magnets included:

  • The full SEC football schedule, which resonated with the interests of auto shop owners and technicians.
  • A large, visible section displaying the company’s name, locations, and website.
  • A QR code linking directly to their online inventory order system for seamless ordering.

Each year, the company distributed these magnets in person via a sales force and during routine deliveries.

Results

After four consecutive years of using this promotional strategy, the company saw measurable benefits:

  1. Increased Brand Recall: Customers kept the magnets on toolboxes, break room refrigerators, and office filing cabinets, ensuring continuous exposure to the company’s brand.
  2. Boosted Customer Engagement: The easy access to the online ordering system via the QR code led to an increase in digital transactions, reducing the need for phone orders.
  3. Positive Customer Feedback: Many repair shop owners and service managers expressed appreciation for the schedule magnets, reinforcing their loyalty to the brand.
  4. Consistent Yearly Demand: The initiative became an anticipated tradition, with customers requesting new magnets each season, further strengthening customer relationships.

By aligning their marketing efforts with a culturally significant and widely followed sport, the auto parts distributor successfully created a long-lasting, high-impact promotional tool that continues to drive engagement and sales year after year.

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