America is a nation of drivers. There are more than 254 million cars in the country, more than 196 million people with driver’s licenses, and nearly four million miles of road. What do all those numbers add up to?
That you should be selling to the automotive market.
Americans obviously spend a lot of time on the road, and where there’s a lot of people and time, there should also be promotional products. From bumper stickers and safety kits to car decals and other products for the dealerships themselves, there’s a lot available out there for you to meet the marketing needs of the automotive industry.
To help you along with selling into this massive market, Promo Marketing spoke with four suppliers who specialize in the automotive industry, getting their opinions on the best of their product lines, on what sales mistakes are common in the market, and creative ways they’ve seen their products used.
Stouse Inc.
A Strength of the Company’s Automotive Product Line(s)
“Variety,” said Michael Stoeck, director of sales and marketing for Stouse Inc., New Century, Kan. “Our products are effective because they touch virtually every department and car-buying experience within a dealer.” Stoeck mentioned business card magnets for the service, parts and sales departments; hitch covers for trucks and SUVs; and point-of-purchase items like window, wall and floor decals, and ceiling signage as some examples of how the company’s product line can stretch across an entire dealership.
A Misunderstanding About the Auto Market
“I think the attention and focus on price is too high,” said Stoeck. “Customers focus on the price when print managers aren’t selling solutions, only products,” he explained. “Establishing yourself as a solutions provider is the key.” As an example of how to sell solutions instead of product, Stoeck took the company’s cup holder coaster and suggested presenting it to car dealerships as a way to drive business to their service departments, rather than just another product with the dealership’s name on it. “The ‘coaster board’ material can be printed with a dealer’s name on one side and a coupon for an oil change on the other,” he said. “If a dealer services 50 cars per day, times two cup holders per car, times 25 work days a month, that’s 2,500 repeat customer referrals back to the service department. In short, sell the benefits—not necessarily the product.”
An Interesting Way to Use Its Products
Stoeck pointed to the in-lot dealer plates as a sales opportunity for Stouse products. He explained that Stouse can print these items double-sided, allowing for coupons and other materials to be printed on the backs of the plates. This way, when new car buyers areremoving the dealer plates, they’ll get a coupon that will entice them to come back to the dealership, rather than something they’ll just throw in the trash.
A Favorite Product
“Pro-Cut Vinyl Decals are one of the most popular products for a car dealer, and they are a favorite of mine because like others we sell, they are repeat orders,” said Stoeck. “Pro-Cuts are the die-cut individual letters found on the trunk lid, tailgate or hatchback of a vehicle. Dealers who buy these typically will order something like 500 white, 500 black and 500 silver,” he said. “They will use different colors based on the color of the car they are applying them to, and Stouse will provide a 1,500 combined price order. The decals are very attractive because, unlike a circle or an oval, just the letters themselves are a sticker.”
Starline Inc.
A Strength of the Company’s Automotive Product Line(s)
Ron Lapsker, CEO of Starline Inc., Grand Island, N.Y., explained that the company’s breadth and depth in its automotive products is one of its greatest assets.
A Misunderstanding About the Auto Market
Lapsker said sometimes product options are presented too narrowly to automotive clients. Instead of focusing just on safety accessories or employee recognition, he suggested also offering some new uses, such as an “in-house” store, where customers could buy dealership-branded merchandise.
An Interesting Way to Use Its Products
“One of our distributors in Texas came to the rescue of fellow drivers who were having difficulty fixing their flat tires in the dark,” Lapsker said. “He had our FL114 Magnetic Work Light with him and was able to use it to help make the tire changing much easier. This was interesting, as our FL114 is not what people would consider a traditional roadside safety light, but it shows the usefulness and diversity of Starline’s products and how they can be used in multiple scenarios across many different markets.”
A Favorite Product
“The affordable FL108[Roadside Safety Light] is my favorite item, due to the fact that it’s much like our other best-selling auto flashlights, yet offers more color options,” he said.
Gannett Graphics
A Strength of the Company’s Automotive Product Line(s)
“We consider our product line to be ‘The Ultimate Branding Solution,'” Daniel Varnell, general manager for Gannett Graphics, Birmingham, Ala., said. “Our line is all about product identification. Automotive dealers do not want their vehicles leaving the lot without their name on it.”
An Interesting Way to Use Its Products
Varnell mentioned he’d seen a client exclusively use the company’s DomeCals on old-timey bicycle bells, and another who sold some in Russia for use on decorating cellphones. “In our advertising, it is incumbent on us to show uses for our product,” he said. “However, in doing so, we never want to limit the creativity of the distributor. This is where they live and excel!”
A Favorite Product
“We have more intricate products, but my favorite is the DomeCal,” said Varnell. “For automotive, they are a staple for back-of-the-car product identification.”
Beacon Promotions
A Strength of the Company’s Automotive Product Line(s)
Beacon Promotions, New Ulm, Minn., is known for its auto products line. Sharon Menssen, MAS, director of marketing for the company, cited two specific items that are currently doing well in the market. “We have two new items that have been really well-received so far this year,” she said. “They are the Tire Gauge with L.E.D. Light and the Car Wash Mitt.”
A Favorite Product
“I would have to say our new Car Wash Mitt, the AU72M,” said Menssen. “It is very useful, does a great job in helping you wash your car, and if it gets dirty, you simply throw it in the wash and it will be fresh and clean for your next car wash,” she explained. “It comes in two bright colors, so it will be easy to spot on the shelf in your garage.”
