Continental wins advertising award

The marketing team at Continental was recognized by the American Advertising Federation with seven local “Addy” Awards.

The Fairlawn, Ohio-based team won the awards which recognize excellence in marketing and advertising. Its North American automotive aftermarket business won three gold and two silver awards, and left with the best-in-show and judges’ choice recognition for their creative spirit of excellence in the art of advertising.”

The team is now eligible for regional and national competitions, where they won in 2016.

Tom Lee, marketing manager at Continental, noted the recognition of its “Little Black Book,” which debuted at the AAPEX show in Las Vegas last fall. The pocket-sixed book was designed for technicians to use as an aide in simplifying repair discussions with customers. It contains short-form explanations of common failures in hose, belts, tensioners and timing products.

“It’s primarily for the professional repair technician to show the customer what has or could go wrong under the hood, and what objective data supports his or her explanation,” Lee said. “We are currently developing the next iteration, an evolution in technician checklists that we are truly excited to rollout soon.”