Developed “The Parts Cars Are Born With” campaign, logo and branding elements.

Leveraged existing NASCAR sponsorship with this promotion.

Launched the promotion with box and flat mailers, following through with additional touch points by mail, email, online marketing and registration and telesales, as well as POS and loyalty programs.

Delphi Product and Service Solutions was struggling to sell aftermarket products to jobbers and independent service dealers. Existing brand awareness studies provided evidence that Delphi P&SS was not well-known or was misperceived to be part of the AC Delco family.

They had previous experience with a large consumer focused agency, but had little Aftermarket experience, knowledge or networks. Marx Group was then hired to assist with Delphi’s Aftermarket challenges.

Designed and launched “The Parts Cars Are Born With” campaign.

Designed the “Reach The Technician / Brickyard 400” strategy to build awareness by shifting from corporate-driven to technician-driven messaging to best target the right audience.

Reallocated the budget from largely advertising to include more intimate marketing programs.

Trained the Delphi P&SS sales team and sales reps for follow through.

Developed a database of over 10,000 customers and leads, and continued to reach them via enewsletters and by forming technician advisory boards.

Subsequent surveys showed brand awareness increased by over 20%.

In the next 24 months, double digit sales growth was realized.

The sales team reported that they found it much easier to open doors to new distributors and distribution group customers – that the Delphi P&SS value proposition and unique product offering was finally being embraced.

The Reach the Technician campaign developed by Marx Group effectively communicated the Delphi value proposition to our targeted audience—professional technicians. “The Parts Cars Are Born With”, was included on advertising materials which helped to establish our brand in the Independent Aftermarket.

– Dave Barbeau
Vice President, Global Automotive Aftermarket Business Unit

Leads added to database
Percent Brand Awareness Increase