Performance & Hotrod Business May '14

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112 n Performance & Hotrod Business n May 2014 ONE MORE THING... F or shops that have ever wondered who wrote the book on online parts sales, meet Tim Odom. When Odom, president of Automotive Accessories Marketing (AAM) Group, struggled to find a book that helped after- market retailers take advantage of the Internet, he decided to write his own. AAM Group recently released Odom's book, Winning Your Share: How Aftermarket Retailers Can Compete at the Intersection of Digital Brick and Mortar. The book is a guide for aftermarket retailers who would like to establish a digital marketing plan. "I approached the board of directors at AAM about self-publishing the book; they approved it and I wrote it this year," Odom said. "The purpose was to give local businesses a sense that they can and should get involved in the Internet, but they don't have to become an Internet retailer to do so." Piney Flats, Tenn.-based AAM Group offers three programs that provide mar- keting services and purchase support for warehouse distributors and retailers in the performance parts and automotive acces- sory aftermarket. The nonprofit has more than 20 member companies and more than 3,400 jobbers/retailers enlisted in its programs, according to AAM Group. Topics covered in Winning Your Share include listing com- pany information on online directories, using social media and email marketing, building a successful website and managing site traffic. Surveys conducted by the AAM Group with jobbers who participate in its program indicate a need for more under- standing of how to operate a website geared t o w a r d a u t o m o t i v e aftermarket consumers. "They're afraid of it, and I wanted to demys- tify some of that and lay out some steps, even if they didn't go so far as to become Web-enabled, which we hope that they would be," Odom said. " The book outlines things they could do to leverage the Internet and make their business more easily found." Winning Your Share also highlights simpler things small businesses can do in minutes to improve their Web presence. "There are some things that, if you want to get involved in technology, you need to get proficient at and practice on a regular basis—but there are others you don't have to," Odom said. "Many of these are in fact free methods to advertise your business. If you're an installer or a retailer, your competitor probably has a presence, and you want to better that. It's not difficult to do and it's not especially time-consuming." AAM Group has received positive feed- back from jobbers who have read Winning Your Share. Some report increasing busi- ness leads generated by an improved Web presence. Those who have attended semi- nars by Odom on topics presented in the book say they appreciate the subject mat- ter, he adds. "They felt like it was refreshing to hear somebody say that local small businesses can succeed in that area," Odom said. "We believe that local businesses are needed, but stores are going to have to be proactive if they're going to survive and be there for the future. We want to help them accom- plish that." Odom, who has more than 30 years of experience in the automotive aftermarket, started his career behind the counter of an auto parts store and speed shop. He has experience in outside sales, warehouse distribution management and Internet retailing, according to AAM Group. Odom also has developed a broad understanding of the processes at work in the brick-and-mortar retail market and practices used by Internet marketers. Winning Your Share is free to all of AAM Group's program jobbers, participants in its Digital Marketplace website program and participants in its PowerWeb email marketing service. To learn more, performance-related jobbers can visit winningyourshare. Web Sales an Open Book By Patricia Kaowthumrong PHBMAY.indd 112 4/2/14 2:10 PM

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