Background
AUTO is a voice for North American Manufacturers, Warehouse
Distributors and Jobbers who produce or sell products
for under the car – e.g. exhaust systems. Although this
membership-funded organization had existed for over
15 years, it was limited by a low profile, a static
membership and the perception that it functioned as
an “old boys’ network”. Senior staff stated the need
to create more value for existing members and a desire
to build membership. Whiting & Holmes Limited had
been involved with the Automotive Undercar Trade Organization
(AUTO) over several years and had attended annual Board
Member meetings.
The Challenge
To increase visibility, change perception, provide value,
help retain membership and grow AUTO’s membership base.
Initial discussions indicated a need to tightly define
the organization’s mandate and focus. To help achieve
those goals, Whiting & Holmes recommended that input
be drawn directly from prospective members, specifically
repair shop owners. The intent was to ensure their issues
and needs were clearly known, thus allowing AUTO to
address them in future membership approaches. However,
with North America-wide membership and a very tight
budget, communicating that information was a glaring
cost problem.
The Solution
Whiting & Holmes developed a three-phased approach.
First, develop a dramatic, interactive website which
would give the Association impact and contemporary appeal,
as well as be a conduit for information and revenue
generation for the Association. Next, to gather information
that would help guide the construction of this web-based
initiative. We recognized it was possible to collect
the required data by communicating with AUTO members
at industry tradeshows and car shows, and by conducting
one-in-one surveys at these events. A questionnaire
was developed that required both quantitative and qualitative
responses, then distributed to members of the association
who in turn administered the survey. The most prevalent
responses were incorporated into the programs offered
by AUTO, and the new website included an electronic
forum for ongoing thoughts and media advertisements.
The dissemination of the information gathered is ongoing.
Finally, phase three, an area which is still in development,
which involves the ongoing promotion of the website,
primarily through industry trade magazines.
|
