AAPEX exhibitor webinar to tackle content marketing | National Car Care Month vehicle check-up events double | To get results, first look at employee behavior
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April 24, 2014
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News for Automotive Aftermarket Professionals

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AAIA rebrands: Now the Auto Care Association
Today, the Automotive Aftermarket Industry Association officially announced it has changed its name to the Auto Care Association. For more than a year and a half, the association has conducted an extensive rebranding initiative, culminating at a special luncheon celebration during the association's Spring Leadership Days in Huntington Beach, Calif., where the announcement was made today, April 24. The unprecedented rebranding endeavor not only resulted in a name change for the association, but also the bold decision to redefine the industry from the aftermarket industry to the auto care industry when communicating with external audiences and stakeholders. Both decisions were based on powerful research findings from interviews, meetings and focus groups with industry thought leaders, consumers, the media, policymakers and professionals in the education and business communities. "The launch of the new brand comes at a key moment for the auto care industry, and we aim to use the momentum generated by the rebrand to build on our work across the industry," said Kathleen Schmatz, president and CEO, Auto Care Association. "Our new brand will better enable us to champion for the auto care industry with state and national policymakers since it articulates upfront the scope and value of the work we deliver."
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Industry Update
AAPEX exhibitor webinar to tackle content marketing
The AAPEXedu Webinar Series will present "Content Marketing: Your Newest Secret Weapon?," a free exhibitor webinar on Tuesday, May 6, at 4 p.m. EDT. The webinar will focus on using content marketing to establish credibility via expert status, as a sales tool, and to maximize search engine optimization. The 2014 Automotive Aftermarket Products Expo is slated for Tuesday, Nov. 4, through Thursday, Nov. 6, at the Sands Expo Center in Las Vegas. The webinar is part of the new, monthly AAPEXedu Webinar Series to help ensure exhibitors grow their business and get the most out of their participation in the 2014 AAPEX. Additional exhibitor webinars will cover "Branding" (June), "Direct Response Marketing" (July), "Referral Marketing" (August), "Copywriting" (September) and "Boothmanship for AAPEX" (October). Steve Miller, strategic marketing expert, is leading the new exhibitor webinars for AAPEX. To register for "Content Marketing: Your Newest Secret Weapon?" or to watch a previous webinar in the AAPEXedu Video Learning Library, visit the webinar page. For more information on AAPEX, please visit the website or email.
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Car Care Council News
National Car Care Month vehicle check-up events double
The number of vehicle check-up events held during National Car Care Month in April has doubled in 2014, according to the Car Care Council. The council attributes a portion of the overall increase in National Car Care Month interest to the recent harsh winter weather and the need to address postponed service and repairs. "During the winter months, many motorists put off needed vehicle maintenance. Many organizations realize that community car care events are a unique opportunity for them to educate motorists about their vehicles' condition and how postponing routine vehicle maintenance can greatly impact safety, dependability, performance, air quality and operation cost," said Rich White, executive director, Car Care Council. The Car Care Council is the source of information for the "Be Car Care Aware" consumer education campaign promoting the benefits of regular vehicle care, maintenance and repair to consumers. For more information, visit the website.
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Business Strategies
To get results, first look at employee behavior
In an excerpt from their new book, Aubrey Daniels and Jon Bailey argue that managing human behavior is the key to running a successful business. Any other approach to leadership will ultimately be unsuccessful, they argue. "The key to producing consistent results in business and industry is the effective management of behavior; it is behavior change that produces measurable results," they write. SmartBrief/SmartBlog on Leadership (4/22)
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3 steps to developing yourself and others
Good leaders need to understand where they're going and who their talent is, then provide opportunities for development and growth to themselves and to those around them, writes Joel Garfinkle. "If you feel stuck or overwhelmed by this, get some help -- hire a coach, join a mastermind group, or find an accountability partner. Just take the first step, and the future will begin to reveal itself," Garfinkle writes. SmartBrief/SmartBlog on Leadership (4/21)
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How B2B marketers can use Facebook
Facebook offers a diverse and different audience from other social platforms, making understanding the social network's nuances essential, writes Ben Harper. He advises identifying that audience and matching the tone of your content to fit, typically a soft sell with a focus on valuable content shared when your audience is online. "With a little research and some planning, B2B brands can find an audience on Facebook," writes Harper. SocialMediaExaminer.com (4/21)
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Nothing is work unless you'd rather be doing something else."
-- George Halas,
American football player, coach and team owner
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