Full Service marketing and advertising agency, Martin & Company, specializes in brand building and video for the national auto aftermarket. Zan Martin, Agency President & CEO, leads her team in helping some of the best name brands in the industry, like Mahle and Hot Shot Secret, get the word out about their products. And now, Martin & Company is lending the benefit of that expertise to the aftermarket for free to help businesses get back on their feet, post-COVID closings. RacingJunk spoke with Zan Martin about the service, and about some of the reopening challenges in general.
RacingJunk: Martin & Company works with a number of well-known industry leaders. What have you seen, in your role, as they navigate this unprecedented set of circumstances? What are you seeing work, and what are they struggling with?
Zan Martin: I have been working in the automotive aftermarket developing strategic marketing plans and product launches for not only some of the industry’s most well-known brands but many new start-ups for 35+ years. I can say with absolute sincerity that the impact of the Coronavirus strain COVID 19 pandemic has been as dramatic as anything I’ve seen this industry face. On one hand, many businesses have had massive layoffs, furloughed a large percentage of staff, made extensive changes in how to go to market, and some, unfortunately, are facing bankruptcy. On the other hand, I know first hand that many manufacturers selling direct to consumers through their e-commerce websites have experienced dramatic increases in sales; especially those with American made products and raw materials.
RacingJunk: As part of the effort to help the auto industry re-open, Martin and Company is offering a “free marketing stimulus package to assist you with analysis of the effectiveness of your digital marketing efforts, and determine if now is the time to develop direct sales options for your businesses.” Can you tell me what that means for a business?
Zan Martin: Our team of digital marketing experts will work with any automotive aftermarket company, performance or traditional, and for startups to global companies with multiple markets and brands to help measure the effectiveness of their digital marketing efforts. Based upon results of the audit, we will then provide a consultation to review the analytics and provide recommendations.
RacingJunk: How will the business be able to utilize this service to help re-enter the marketplace?
Zan Martin: There will be many factors reviewed in the audit including website speed and functionality, Search Engine Optimization (SEO), content type and frequency review, a social media profile review, and an analysis of digital marketing ad spends with Google, Facebook, YouTube, and targeted digital ad buys. Using these findings, we will be able to provide guidance using proven techniques we implement for our clients to assist in stimulating their branding and sales. We will also be able to share the success stories of our many clients who are experiencing up to 25% growth in sales during this pandemic who sell direct, as well as provide guidance on how to go about setting up e-commerce on their websites if they appear to be in a position to make that move.
RacingJunk: What made you decide to offer this service?
Zan Martin: I have personally agonized over how my fellow industry businesses are struggling during these challenging times, and because this industry has been my home throughout my entire career, I knew I had to find a way to help. The very first thing we do when onboarding a new client is to conduct this very type of audit to find out what is and is not working with their marketing efforts. It is by far the quickest way to turn a ship around. If we can assist any company needing guidance, this is simply my way of giving back to an industry that has embraced me wholeheartedly and given me so much in my lifetime.
RacingJunk: What other advice can you give to businesses right now?
Zan Martin: There are many resources specific to the effect this pandemic has had on the automotive aftermarket through SEMA News, PRI, The Shop, Racing Junk, and various other outlets. Stay abreast of the trends and see what other businesses like yours are doing to help stimulate sales, then follow their lead.
To learn more about this service, contact Martin & Company directly: https://martincoadvertising.com/contact/