Martin & Company, a leading marketing solutions firm specializing in the automotive aftermarket is pleased to announce the addition of Rachal Smith, Vice President of Strategic Operations to its staff. Her years of automotive experience in product and program development, her event promotion and marketing skills as well as an award winning sales history make her the perfect partner to bring to life the new vision for the agency as described by agency president Zan Martin:
“Interacting with our agency client base,” said Martin, “as well as many other manufacturers I know and serve on the SEMA Board of Directors with has helped me make some very telling observations. From my perspective, the majority of our industry’s manufacturers have done a really great job of reaching the automotive enthusiast, and helping them understand our products & where to buy them. But with a shift in communications activity brought on by the world altering internet explosion, that effort is almost at saturation point. There are literally hundreds of thousands of non-enthusiast automobile owners who would love our aftermarket parts, but have either never heard of them, or simply don’t know where to buy them. And the cost to advertise to this market segment in traditional media forms is too cost prohibitive.”
“I had this idea, that now was the time to begin forming strategic alliances with events and activities that were not “automotive specific,” but catered to the same demographic as our industry’s core audience. I had occasion to work with Rachal while she served as an sales manager with Gaylord Entertainment here in Nashville, and was so impressed, we began conversation, and it is a dream come true to have her make the decision to join our ranks.”
Since Smith came on board with Martin & Company, she has already developed three particularly exciting potential opportunities for aftermarket manufacturers including participation with what we hope to develop as annually expanding exhibits at country music, entrainment and outdoor lifestyle events.
“I am particularly excited to sink my teeth back into the automotive aftermarket, and help form strategic alliances that will afford this industry that I love to begin an upward swing in sales growth,” stated Smith. “My years away from the industry afforded me a chance to learn how the general public perceives the aftermarket, so that now, I can open doors to new customers and aid in general awareness of products and services offered by aftermarket companies.”
Martin & Company was formed in 1993 by Zan & Randy Martin, and specializes solely on accounts in the automotive aftermarket. Randy, company CFO and Creative Director has helped the agency to win over 28 Automotive Aftermarket Global Design Awards. Zan has been active in the aftermarket for over 25 years and has served as the chair of SEMA’S Businesswomen’s Network (SBN), was the Athena Award winner in 2005, and currently serves on SEMA’s Board of Directors.
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