RR 472: Jeff Rudnick – Marketing Do or Die

Jeff  Rudnick has been involved in the Automotive Industry since 1993. He spent 9 years as a Manufacturer’s Representative selling Automotive Parts and Accessories to clients in the Pacific Northwest. During that time, he worked directly with dozens of Manufacturers and Importers of Parts and Accessories to find distribution across all levels of the Automotive Industry.

Jeff founded The Rudnick Group in 2002 calling directly on Automotive Repair Facilities to serve their marketing needs. Initially, The Rudnick Group focused on Reminder Mailers utilizing CustomerLink’s services; this relationship continued until CustomerLink sold to Intuit. Quickly, The Rudnick Group added Brand Development, Website Design and Management, Web Marketing Services and a comprehensive Direct Mail offering. The Rudnick Group became Pit Crew Marketing in 2006 when eWardMe Auto Shop Rewards was launched.

Jeff is an avid skier, backpacker, mountain biker and traveler. Jeff’s home base is currently The Big Island of Hawaii just outside Hilo. Listen to Jeff’s other episodes HERE.

Key Talking Points:

• Marketing is one of the most important jobs in the business
• Marketing helps build relationships
• Most look for marketing solutions rather than implementing and tracking results- accountability
• Communication gap with owner and employees- everyone needs to be on board and aware
  • Does your team know what type of reminders or how often reminder cards are going out   
• Measurements of specific campaigns are not being done
• A bonus structure can include marketing milestones, gross margin, rewards cards, reviews among others 
• Shop owners are governed by the ‘laws’ of retail 
  • Have to educate customers with any programs/offers- all customers treated equally
  • Do not judge your customers especially the “one and done’s”
• Loyalty cards can reduce one and done’s and improve household spend 
• Need to have a brand. Own your brand and logo
• Must have a strong web presence
• Your customer database is valuable. Secure it and use it

Resources:

• Thanks to Jeff Rudnik for his contribution to the aftermarket’s premier podcast.
• Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
• Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

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This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion global automotive aftermarket industry and has everything you need to stay ahead of the curve. With 2,500 exhibiting companies, you’ll see the latest products, parts, and technologies for your business. As a result, the event also offers advanced training for shop owners, technicians, warehouse distributors (WDs) and auto parts retailers, as well as networking opportunities to grow your business. AAPEX 2019 will take place Tuesday, Nov. 5 through Thursday, Nov. 7, at the Sands Expo in Las Vegas. Therefore, more than 48,000 targeted buyers are expected to attend, and approximately 162,000 automotive aftermarket professionals. They will be from 135 countries which are projected to be in Las Vegas during AAPEX 2019. For information, visit aapexshow.com