#aftermarket – The Know Your Parts website, www.KnowYourParts.com, administered by the Automotive Aftermarket Suppliers Association (AASA) as part of its industry education and awareness campaign, has exceeded more than 100,000 visitors a month as of June 2015.
“In just over a year, KnowYourParts.com has become a major destination for service technicians seeking technical and product information. AASA’s automotive aftermarket supplier members use this platform to provide information relevant to their brands and product categories while promoting the long term benefits of premium branded products,” said Bill Hanvey, senior vice president, AASA. “We are thrilled, as are our members, at the success thus far for the site, and we are continually adding relevant content to increase the reach of our message.”
Site visits to www.KnowYourParts.com grew more than 400% in a year, from under 25,000 a month in May 2014 to 104,514 in June 2015. “Our site is extremely well optimized for technical issues and technician searches. In fact, most traffic is driven by searches for technical-related issues,” Hanvey explained. “In a large number of diagnostic and technical problem-related searches on Google, the Know Your Parts site is the No. 1 or No. 2 site.”
The Know Your Parts website, created by MontAd Media, includes more than 200 pages covering virtually all parts categories and addressing dozens of repair issues. “Almost all of these pages experience good viewership – even the 60th most popular page will have nearly 3,000 readers this year,” Hanvey said. “But the important metric is ‘dwell time,’ or the average amount of time viewers spend on the technical pages. Our Know Your Parts site viewers spend more than 1½ minutes per page, so we know the content is valuable and is being used.”
The AASA Know Your Parts website promotes the long term benefits of premium products sourced from full-line suppliers. The home page directs visitors to product brands, technical articles, blogs and the latest Know Your Parts micro-campaign focused on the starting and charging category, which seeks to educate repair professionals on the importance of doing complete and proper diagnostics for starting and charging issues.
“Application of proper diagnostic techniques will help to cut down on unnecessary warranty returns of starters and alternators. Often, the part is not the problem,” Hanvey noted. The educational component of the program is accomplished with a diagnostic eLearning tool created by AutoNetTV in collaboration the participating manufacturers. It is a self- directed audio visual step-by-step presentation that makes diagnosing starting and charging issues easy and intuitive. The Starting and Charging campaign can be accessed at www.KYPgenius.com.
The Know Your Parts program, launched at AAPEX in 2009, has generated strong awareness among repair professionals. Spearheaded by the AASA Marketing Executives Council (MEC), the program is supported by the full service supplier members of AASA.