How are you getting the word out there and letting people know that you exist and you want to make their cars look better? Asher: We started off by having our distributors and vendors do a lot of that work for us. They would be doing their advertising, whether by print or online and it was great early on. We also attend a lot of industry shows and go to SEMA every year. We participate in numerous automotive shows across the US throughout the year to increase local awareness while having a physical presence in different areas. The last couple years we have been pushing brand aware- ness online along with a revamped digital marketing and advertising strategy that is really taking off for us. I feel we are absolutely heading in the right direction and as I said before, barely scratching the surface. We do a lot of social media work now, and Google is amazing for us as well. All the brand awareness online has made a huge difference for us and really improved our brand authority and reputation which is vital for a business to maintain con- tinued growth.
have a very diverse customer base and are doing extremely well selling direct to the customer.
In one instance, I wish I had a recording of the conversation with this 70-year-old lady who wanted information on how to install the caliper covers herself! “Every year we get requests from some of these great not-for-profit organizations.” Asher: Yes, it’s wide open at this point and I do not see that changing. Anybody with a vehicle is a potential customer which means we are barely scratching the surface of our potential here. People across the US are buying caliper covers from California to Texas to New York. The age factor is fascinating as Mike mentioned. The average age for our customer base is between 22-55 for the majority but can easily be higher or lower as well depending on the region and vehicle type. But the customer base is really anybody including men and women, young and old, in warm and cold weather, it is truly across the board which is incredible.
Down the road, Amazon is going to be huge for us and we
“The last two or three years we have really been pushing brand awareness online.”
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SPOTLIGHT ON BUSINESS MAGAZINE • MAY 2018
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