Marketing teams get a bad rap. We’re seen as swanning about, far removed from the reality of the customer, deciding what we want to market, rather than marketing what the consumer needs or wants. But Federal-Mogul is changing that stereotype.
We divided into two teams – one team went in the direction of Soweto, while the other team visited the East Rand and Tembisa. Both teams visited a retail spares outlet, a garage and an engine rebuilder, where we observed the ways in which Federal-Mogul’s products were used and displayed, compared to competitor products. We also asked a lot of questions and observed things, such as the locations the sales people or mechanics took their breaks and the radio stations they listened to. The information enables us to make informed marketing and public relations decisions. For example, at one garage, we were happy to hear that the workers only recommend Ferodo brakes.
The culmination of the trip for both groups was a visit to a carwash facility in Soweto and Tembisa, respectively. You may be wondering what car washes have to do with car parts? Federal-Mogul has utilised the opportunities offered by the social occasion that car washes frequently turn into in townships, to market their product directly to the consumer.
The scheme works as follows: An informal car wash in a prominent position is identified, and a deal is struck with the owner. Federal-Mogul provides a shade cloth roof, and a branded structure, immediately lifting the car wash a notch above its competitors. The branding advertises Federal-Mogul products, but also provides advice for consumers on when they need to replace such things as their Ferodo brake-pads and Champion windscreen wipers.
In addition, the car wash owner and workers are given training on the advertised products, enabling them to assist their car-wash customers with questions, such as where the nearest supplier of the products is.
“It’s a win-win marketing opportunity,” said Heath Stow, business manager at Federal-Mogul. “We get great exposure for our brands, are able to provide consumer education and, at the same time, we are helping to uplift the community and facilitate entrepreneurship.”
We agree – and we feel like we understand our client’s business even better now and will do an even better job.