Auto Service World
News   March 20, 2001   by Auto Service World

Federal-Mogul Launches Automotive Aftermarket Promotion

Federal-Mogul Corporation has announced the largest automotive replacement-parts promotional program in the company’s 102-year history.

The program consists of several innovative brand-specific campaigns targeted at more than 150,000 automotive aftermarket business locations and millions of repair technicians, vehicle owners, automotive do-it-yourselfers and motorsports enthusiasts.

Federal-Mogul offers the industry’s largest and most popular family of replacement parts brands and product lines, including Sealed Power engine components, Moog chassis parts, Champion spark plugs, Fel-Pro gaskets, Wagner brake products, ANCO wiper blades, Wagner lighting, National oil seals and BCA antifriction bearings.

The 2001 promotional program will encourage auto-parts counterpeople, sales professionals, technicians, engine rebuilders and consumers to earn a vast range of valuable premiums by selling or specifying selected Federal-Mogul brands and products for automotive repairs and maintenance. The brand campaigns will be supported by a comprehensive, highly targeted media program utilizing leading national trade publications, television and radio networks and automotive-related internet sites.

“Federal-Mogul is taking an important new step in leveraging the value of its strongest aftermarket brands and product lines,” said Jay Burkhart, the company’s vice president of strategic planning and marketing. “Our promotional programs in the past two years have been designed to build awareness of our growing brand and product offering. Now we’re taking the benefits of those brands and products directly to the key decision-makers in each customer service visit, and rewarding them for their continued business.”

The company’s seven promotional campaigns are:

Sealed Power Power Team: Engine rebuilders and automotive underhood specialists will be able to redeem Sealed Power packaging end-tabs for three levels of attractive premiums tied to the 50th anniversary of the National Hot Rod Association. In addition, the program includes a sweepstakes promotion that will award one 2001 Pontiac Trans Am Ram Air. Sealed Power — Federal-Mogul’s premier brand of internal engine components for passenger cars, vans, sport-utility vehicles and light trucks — is an official brand of NHRA.

Winners Align with Moog: Designed to reward technicians and their customers for performing complete vehicle alignments and relying on the industry’s leading brand of replacement chassis parts, this campaign offers valuable NASCAR premium collectibles for sales of qualifying Moog chassis parts. Moog components have driven NASCAR champions to victory for more than 35 years. The brand’s latest innovation – Moog M2 Technology – can be found in every NASCAR Winston Cup vehicle. Consumers who get a qualifying alignment can purchase a limited-edition “35 Champion” Moog NASCAR pin set. The Moog campaign runs through November 30.

Champion Start Your Engines!: Now through May 30, auto parts counterpeople will earn points toward any of three levels of motorsports premiums with each sale of Champion spark plugs. In addition, consumers completing a qualifying spark plug purchase will have the opportunity to buy a limited-edition Champion/Bobby Labonte T-shirt at a significant discount. From September-November, consumers who purchase a set of Champion Platinum Power spark plugs will receive via rebate up to three free Platinum Power plugs. Champion is the world’s most popular brand of spark plugs.

Fel-Pro – The Professional’s Choice: Auto parts counterpeople will earn points toward four levels of NASCAR premiums – including a duffel bag, a track pack/portable chair, racing watch and leather jacket – with every sale of Fel-Pro PermaDryPlus valve cover and oil pan gaskets. Customers who buy PermaDryPlus gaskets can qualify for a special price on a Fel-Pro NASCAR/NHRA racing watch. Fel-Pro gaskets are preferred by a vast majority of performance-engine builders, and Fel-Pro is officially licensed by NASCAR.

National Oil Seals & BCA Bearings “Pit Stop!” With the sale of any National oil seal or BCA bearing, counter sales professionals will earn points that can be applied toward four levels of popular NASCAR premiums, including hats, a track pack/portable chair, racing watch and jacket. The campaign runs through November 30. National and BCA are officially licensed by NASCAR.

Braking News from Wagner: During this April-November campaign, technicians and vehicle repair businesses can earn a variety of high-tech premiums by installing new Wagner ThermoQuiet brake pads. With the purchase of a promotional 10-pack of ThermoQuiet pads, participants receive a voucher for one free set of pads; also included in the 10-pack are point-of-sale materials and a campaign game card. ThermoQuiet brake pads are the first automotive pads to deliver quiet performance, superior stopping power and enhanced durability.

ANCO and Wagner Lighting See and Be Safe: The Wagner and ANCO promotion — “See and Be Safe” — runs from MARCH through May and OCTOBER through December. Consumers buying ANCO AeroVantage wiper blades or a pair of Wagner BriteLite or Wagner LazerBlue forward lighting products can receive a free triangle safety reflector. Federal-Mogul is supporting this campaign with aggressive consumer and trade advertising and a variety of in-store merchandising materials.

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