How to Stay Ahead in the Automotive Aftermarket

Aaron Shaffer, Director of Marketing Services, Standard Motor Products

Over the course of my 20-plus years in the automotive aftermarket industry, I've had the privilege of wearing many hats—from marketing and sales to customer support and product management. Each role has offered unique insights and challenges, and together, they have shaped my approach to the work I do today. Currently, I serve as the Director of Marketing Services at Standard Motor Products (SMP), where I lead a dynamic team focused on ensuring that our brands remain top-of-mind for technicians and parts professionals.

A Journey through the Aftermarket Industry

I am very fortunate that I’ve had the opportunity to work in multiple areas of the business. I've moved through various roles, each bringing its own set of responsibilities and learning experiences. In marketing, I learned the importance of messaging actual solutions to the customer. 

My time in sales taught me the importance of listening and asking the right questions. Customer support allowed me to see firsthand the day-today challenges those distributors, technicians and consumer face, and product management allowed me to better understand the Lifecyle of each and every part.

These experiences have been invaluable in my current role at SMP. Today, I oversee a team responsible for public relations, website management, and the creation of printed materials, advertising, and social media. Our goal is simple yet challenging: to ensure that professional technicians think of SMP’s brands first when they're making decisions in the shop. This involves not only creating compelling marketing materials but also understanding the needs of technicians.

An Unexpected Challenge: Adapting to the COVID-19 Pandemic

One of the most significant challenges I've faced in my career occurred during the COVID-19 pandemic. The sudden halt of in-person events like trade shows, face-to-face meetings with distributors, and visits to service providers forced us to rethink our entire approach. Traditionally, much of our engagement with technicians and distribution partners happened in person. Without these touchpoints, we had to quickly pivot to find new ways to connect with the people driving purchasing decisions.

One of the most effective solutions we developed was a video training series. With our sales team less active in the field, these videos became crucial for training service providers remotely. This experience taught me several important lessons. First, the importance of agility in marketing cannot be overstated. We had to move quickly, adapt our strategies on the fly, and be willing to experiment with new formats. Second, the value of digital tools and platforms became clearer than ever. Even as the world returned to normal, the importance of having robust digital engagement strategies remained paramount.

"Even as the world returned to normal, the importance of having robust digital engagement strategies remained paramount"

Building Connections in a Digital World

In today’s increasingly digital environment, one of the biggest challenges is cutting through the noise to build authentic connections. At SMP, our focus is not just on consumers but on the professional technicians who interact with our products every day. These are the individuals who drive brand preference, and our goal is to foster strong, meaningful relationships with them.