Auto Service World
News   July 2, 2014   by CARS Magazine

CRP Launches Brand Awareness Campaign For Its Rein Automotive Program

CRP Automotive launched a complete brand campaign designed to create stronger brand awareness and preference for Rein Automotive parts, and communicate the brand’s unique selling proposition of OE quality, trust, and reliability. The...


CRP Automotive launched a complete brand campaign designed to create stronger brand awareness and preference for Rein Automotive parts, and communicate the brand’s unique selling proposition of OE quality, trust, and reliability. The campaign is being supported by a multifaceted integrated marketing and sales campaign targeted to all levels of import parts distribution, from WDs to professional technicians via a variety of communication channels.

Campaign components include:

  • Trade print advertising to distributor and service channels

  • Online banners with direct links to CRP and Rein websites

  • Direct mail campaign to service retailers
  • Social media activities
  • Targeted promotions
  • Direct mail campaign

The program was announced by Michael Palm, vice-president of marketing and brand management, who noted, “This is the perfect time to promote our Rein brand and its unwavering commitment to consistently deliver the level of OE quality, vehicle fit, and ease of installation that distributors and shops want. The growth of the import car market has increased the interest in our products and created a higher demand for top quality replacement parts. Vehicles are being kept beyond the 10 year/100,000-mile range and their owners are choosing to use higher quality replacement parts for their engine mounts, suspension components, fluids, belts, and hoses rather than lower quality and cheaper alternatives. So the products that keep vehicles in operation longer will need to be very competitive.  This is where the Rein Automotive brand is positioned to best serve the market.”

The CRP’s Rein promotion will also add some fun to the marketing campaign by injecting a touch of humor into its messaging.  A key message to repair technicians is built around the theme, “Don’t be a Guinea Pig,” playing off of the perils of using untested and/or unknown brands in the marketplace.  The campaign will encourage the repair technician to go with the Rein Automotive brand to get an OE-quality solution that is ready-to-use and works right the first time.

“Get a Rein Stein” offer is another component that will give repair technicians an opportunity to redeem Rein UPCs for a Rein branded Stein.  The Rein Stein piece ties into the brand’s German heritage.

The Rein Automotive program consists of OE-quality replacement parts and accessories for a wide range of European import applications, including A/C parts, coolant hoses, anti-vibration, and suspension parts, axle boot kits, and wheel bearings and bearing kits. It also includes the Rein First Aid program, a special selection of parts for European vehicle applications that have higher failure or replacement rates. The program features shaped breather hoses, axle boot kits, fuel, oil and coolant caps, dipsticks and dipstick funnels, power steering and oil cooler hoses, switches, sensors and relays, and power steering fans and boot kits.

Rein Automotive parts can be found on CRP’s online application catalog, which can be accessed through the CRP Rein Automotive brand web site, www.reinautomotive.com, or Show Me the Parts, www.showmetheparts.com/crp/.


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