Aftermarket Insider - March/April 2010 - (Page 22)

AAPEX NEWS grote’S gaMe pLan Preparing for Launch: The Importance of Trade Shows What are the most important things you consider when you are launching a new product? Does anyone want to buy it? Will they buy it in sufficient quantities and at a margin that will be profitable? Are we creating the market/category (this can be expensive), or are we launching a better me-too product (allowing someone else to spend the capital necessary to educate the target audience)? Patentability and ease of market entry and competitive replication are also factors. of restylers responded “favorably” or “very favorably” to the product, and marine, motorcycle and trucking uses were singled out in addition to automotive applications. What ultimately made you decide to launch your product at the SEMA show? The demographic was right in line with our target audience. We also conducted a press conference at the show to take advantage of the concentration of industry media attending the show. What roles do shows like SEMA, AAPEX and HDAW play in your product launch plan? I personally favor trade shows as the cornerstone for all my clients’ launch activities. A show is often the best place to launch a promotional campaign as well. Handled correctly, a marketer can generally find everybody and everything necessary for a successful product launch within the one square mile that generally encompasses a show venue. It’s all about efficiency. When long-time AAIA member Grote Industries, Inc., was looking to introduce a new product into the marketplace, they knew they wanted to utilize the unique advantages of launching at an industry trade show, but they didn’t know which show, AAPEX or SEMA, would be the best fit. Enter AAIA! The association’s market research department worked with Octane VTM, Grote’s marketing consultant, to perform a comprehensive survey of Grote’s target audience to help them determine the best opportunity for their launch. Below is a question an answer with Octane’s Rick Ashley about their experience. What prompted you to use AAIA’s market research team to do the survey for you? Once I learned about the resources available through AAIA, I was impressed. Octane’s research professionals wrote the study and performed the statistical analysis, but How was your AAPEX and HDAW AAIA used its expertise to obtain experience with your traditional and segregate the database, structure lines? Everyone felt that these remain a functional online questionnaire, solid shows, with quality attendees perform the requisite number of e-mail and many opportunities to conduct sends to obtain a statistically significant meaningful business discussions. sample of the target audience. Grote had exciting new products to share with these audiences as well What were some of the most and they proved very receptive. unexpected responses to your survey? The marketplace was extremely For more information, contact receptive to the product’s concept AAIA’s market research and was ready to apply it to a wide department at 301-654-6664. variety of vehicles. A vast majority 22 | AFTERMARKET INSIDER | MARCH • APRIL 2010 http://www.aftermarket.org/Publications.aspx

Table of Contents for the Digital Edition of Aftermarket Insider - March/April 2010

Aftermarket Insider - March/April 2010
Contents
President's Message
NCCM 2010: A Slam-Dunk Opportunity for the Aftermarket
AAHIP: Just What the Doctor Ordered
Association News
Learning to DRIVE
Member Profile
Toolbox
Market Research
Inside Technology
Association News
AAPEX News
Company Profile
Market Research

Aftermarket Insider - March/April 2010