Candy companies and florists eagerly promote Mother's Day and Valentine's Day because it's a boon to their bottom line. Like these sectors of commerce, the automotive aftermarket is taking advantage of its own industry promotion, National Car Care Month (NCCM), which is held each April. There's still plenty of time to plan an event. Here's how:

Keep It Simple

In the past, automotive groups and associations have staged large events using vehicle checkups as the centerpiece. While this concept works well, it relies on lots of bodies to make it succeed. That's why many shop owners are becoming fans of in-house vehicle checks. First, these checks provide more one-on-one time with customers and prospective customers. Second, they're easy to organize because the shop owner calls the shots. Finally, they're inexpensive to promote by using fliers, newsletters, press releases, signage and cause-related marketing efforts.

Free Help Is on the Way

The Be Car Care Aware campaign offers many free resources to help shops host successful National Car Care Month activities. Here are four quick ways to jump-start your planning:

Check the NCCM Event Planner at www.carcare.org. It includes a "how-to" section, promotional ideas and follow-up information.

Request the PowerPoint created for service providers by e-mailing the Car Care Council at info@carcare.org or calling (240) 333-1088. This presentation explains why a shop should offer in-house vehicle checkups and how to get started. The presentation is especially helpful in bringing the rest of your staff up to speed on National Car Care Month.

The council has a person on staff who has been working National Car Care Month events for more than a decade. She can answer your questions by e-mail or phone. Simply call the council at (240) 333-1088.

Because the results of vehicle checkups are used by the Be Car Care Aware campaign, the check-up forms are free to shops hosting an event. The forms are in triplicate, providing a full report for the customer, one for the campaign and one for the shop to use in its future marketing efforts.

Got a Program Group?

Program groups are supporting National Car Care Month in record numbers. There are several reasons for the participation, but here are the big three:

• Eighty-seven percent of vehicles checked during NCCM have discrepancies that require service and/or parts.
• Increased service and parts sales tend to follow vehicle checkup events.
• Consumers who experience checkups often become customers of the host store or shop.

If your shop is associated with a group, call your representative and find out what he or she can do for you. They may have signage, educational handouts or other items available to make your event more successful.

For additional information, call the Car Care Council at (240) 333-1088 or send an e-mail message to info@carcare.org.

Steve Marks is coordinator of vehicle checkups for National Car Care Month and the Be Car Care Aware campaign. As senior vice president of marketing for the Aftermarket Auto Parts Alliance, he has been at the retail store level, the warehouse distributor level and now at the national level.

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