Auto Service World
News   August 9, 2004   by Auto Service World

Monroe “Shocktober” Consumer Promotion Returns

“Shocktober,” one of the most popular consumer promotions in the 78-year history of the Monroe brand of shocks and struts, will return this year in an even bigger and better form to help automotive service shops and their suppliers maximize ride control sales during the crucial autumn car care season. Monroe shocks and struts are manufactured and marketed by Tenneco Automotive. The 2004 “Return of Shocktober” promotion will provide consumers with a free premium Monroe shock or strut with their purchase of three qualifying units during September or October of this year. Monroe is supporting the promotion with an expanded array of Halloween-themed point-of-purchase materials, including colorful posters, counter stand-up easels, trade ads and banners. The promotion also will be supported with radio and television advertising. More than 17,000 service locations and 42,000 consumers took part in last year’s promotion.<br>
“Shocktober was an overwhelming success for the entire aftermarket distribution channel, from Monroe’s distributor partners to service locations across the U.S. and Canada,” said Sheryl Bomia, North American Aftermarket program manager for Tenneco Automotive. “Above all, this promotion is a proven way of highlighting the importance of replacing worn shocks and struts.”<br>
“Return of Shocktober” is expected to be even more popular due to a variety of recent high-impact consumer education initiatives sponsored by the Monroe brand. Among these are the Monroe Ride Safe Tour a ‘virtual-reality’ experience that enables consumers to better understand the safety-critical role of shocks and struts and an outdoor advertising campaign that each day reminds thousands of drivers to replace their shocks and struts at 50,000 miles.<br>
“Monroe has led the way among ride control manufacturers in helping consumers more proactively manage their vehicle maintenance by requesting periodic chassis safety inspections,” said Tenneco Automotive Vice President of Marketing Richard Alameddine. “Initiatives like the Ride Safe Tour and the more than 100 billboards communicating our 50,000-mile message are generating more demand for Monroe technologies at all points of sale.”<br>
The “Return of Shocktober” will provide the consumer with a rebate check covering the cost of one premium Monroe shock or strut with their purchase of three qualifying units. This offer covers qualifying Monroe Sensa-Trac, Monroe Reflex and Monroe Gas-Magnum products. Installation charges are excluded. Qualifying purchases must be made between September 1 and October 31, 2004, and rebate applications and required proof-of-purchase materials must be postmarked by November 15, 2004.<br>

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