AC Wholesalers Campaign Fall 1971

it's great to buy a new car I don't want to worry about it later I wanted to stay like new because well I'm a customer I'm a wholesaler and I buy parts just like everybody else and quality is important to me I'm a customer and I want to know that my customers are satisfied my station it's hard to tell who's the customer me or the guy who drives the car in I'm a demanding customer because my customers expect the best for me [Music] satisfied customers are the backbone of any successful business a General Motors and that a sparkplug division customer satisfaction is not only a basic philosophy but also a way of life over the years we have expended much time effort and money to maintain close contact with a motoring public so that we can provide our customers with a products and transportation services they want and need to satisfy this objective we conduct extensive research to keep us abreast of the nation's transportation requirements continuing improvement in quality durability serviceability and reliability our major goals our products must be designed to meet changing needs equally important we must provide our millions of customers with quality service after the sale this is a critical requirement for repeat business and long-term success as members of the nationwide parks distribution system through which General Motors reaches service facilities across the country you play a vital role and helping us provide good prompt service for the owners of our products thus you also are very important customers of ours whether the customer is a warehouse distributor or a wholesaler or a retailer who provides consumer availability General Motors and AC go all out to satisfy his need needs which will continue to grow in the years ahead we expect industry sales by 1975 to be in the area of thirteen point three million cars and trucks this would represent an increase of about 30% over the vehicle sold in 1970 the replacement parts business should experience equally impressive growth final replacement parts industry as a whole is expanding approximately 85 percent in the last years AC sales are increasing over 107 percent many of you have contributed to this fine record in the future there will be fewer part numbers because of the trend toward greater interchangeability of parts and because of the emphasis on complete component replacement you can expect to enjoy a higher turnover on investment in an expanding futures market you must give yourselves for these expanding markets the customers of the future will demand greater availability and more efficient service building on the outstanding record of the past I am confident that our industry and yours will meet the challenges of the 1970s was greater service and availability to the American motoring public in the years ahead to ensure support for you we want to emphasize that AC is there with you with the motoring public increasing in numbers and more cars than ever being purchased together we have a great opportunity and a challenge to continue maximum service to this greatest transportation system in history one of the main reasons for ACS continuing success through the years has been the quality products that have anticipated and fulfilled the customers needs the first and basic requirement when customer service is foremost in your mind is the very best product possible quality control all the way here at 18 [Music] you having great products is still not enough for us today see we know what is most important to you is to have these products available when you need them great products and ready availability are only two ways AC supply support at the retail level but I'm sure that we all agree that this fall AC is going to get it all together the support and the action we learned a lot from the spring campaign a lot that will help us this fall we discovered that Keary tailors will get behind ac products and support a top merchandising program it really means enlisting the support of the whole AC chain of distribution we found that calls had to be made but that kind of extra effort sold AC products where they had never been sold before and the fact that we have 15,000 AC diagnostic tune-up centers in the field makes service the word for the retailer and results the thing that customers get from AC last spring our efforts paid off fifty-three thousand key retailers enrolled in a C's program they bought in the face of stiff competition from private brands and in the face of other very stiff competitive inducements but now for the first time wholesalers have a defined market of enrolled retailers who will sell AC products we're going to concentrate on those retailers again this fall [Music] as the number of customers increases the demand on our industry increases at a seed we recognize the ready-made opportunities to increase our retail market with a demanding customer together we will make the most of these opportunities as we continue to change and improve our operations to provide better service to the American public change is as modern as today AC wholesalers and distributors must meet the changing priorities around the country making the effort to capture new markets greater profits and more satisfied customers how do we do it by recognizing the wants and needs of the new breed of customer here are some changers at work thank you thank you come again we attract business by having the merchandise when the customer needs it and by having attractive display last spring when the AC field man went out with our guys we open up some really tough retailers a good product and the right merchandising really helps us I cleaned up the counters did some parts arranging I found I could give better customer service and sales increased - while I was out last spring and rolling retailers with the AC man I discovered that some retailers who had the HP diagnostic tune-up centered didn't have the complete AC line it paid me to make those calls and the merchandising program has kept working for me I've got to make use of every bit of help that I can get in my business last spring when I discovered all the interest in the sport fall pack I put together a little display of my own if something helps the retailer's it helps me right here I'm looking forward to ACS fall campaign because it will give me a lot more ideas and when AC can help me get more sales you can bet I'm going to cash in on it as an AC warehouse distributor I know that I've got good products to sell but I can't afford to rest on those laurels every promotion that AC designs for retail has one thought in mind move those AC products to the motorists my salesmen use every angle to assist their wholesalers they try to keep the AC name before the public as much as possible and we're going to work extra hard to roll more and more dealers in a new campaign we know that AC has the best products and the finest distribution system in the automotive industry we are confident that wholesalers are going to pick up those walk-in sales so what are we after with this new plan this fall campaign we've zeroed in on the real tough ones you know the guys in your area those guys who are large retailers but don't stock and sell AC now they are the truly key retailers but how can you move them and get their attention there's the wing [Music] just listen to this [Music] this is the dazzling sound of stereo [Music] this paper and tapes can be yours and your customers through involvement in our fall campaign for retail that's right this fall the sound of music will fill the air will offer key retailers this stereo tape player a stereo demonstration tape and four music tapes music right from the top 100 this whole package is worth $130 at retail how does the retailer qualify for this premium to enroll he places an order for 240 AC oil or air filters of his choice the best part is this tape player and tapes worth $130 are free to the enrolled retailer when he places his qualifying order that's right free we suggest a qualifying order of AC filters because they're an especially good profit maker for both wholesalers and retailers and we must ensure greater consumer availability on our filter lines you think that's a lot of AC merchandise for some retailers to handle maybe some but don't forget we're after the key retailers the ones who sell in volume as we discussed last spring the key retailers are the volume retailers they're the ones were after this fall and we think it's time that key retailer support you the guy they depend on day in and day out support you with their purchase of fast moving parts remember there are customers too and here's how we'll help the retailer move the AC products these are certificates for the retailer to use as traffic builders they don't cost him one cent but with them his customers can buy records cassette tapes reel-to-reel tapes or 8-track stereo tapes all at a very handsome discount dealers can build their tune up business their oil change business winterizing business by offering these certificates to their customers but we don't stop there we want to make sure that AC products will move as never before at retail our men who enroll those big retailers with you will place a banner on the window that ties in the certificates with primetime TV commercials appearing this fall that's right you'll be seeing these commercials during breaks in this fall's and [Applause] this is the drooling Mexican 1000 when you pitch your car against the treacherous Baja you've got to have equipment you can rely on that's why Johnny Johnson chose a/c smart but when he set out to win this rule off the road endurance test a c+ resists Polly gave Johnny the firepower he needed to set a new class record and that same hot tip is Dillon to the AC exciter spark plugs that go into your family car they fire hotter burn cleaner if you faster starts in a smoother running engine next to novel insist on reliable AC activator spark plug their original equipment of all GM cars you go [Music] is there with you when you're out to smash the record in the Mexican 1000 the world's toughest off the road endurance test you've got to have equipment you can rely on overall winner three no Miller went all the way do they see oil and air filters and chop four and a half hours off the old record AC filters gave Greenock the extra protection he needed to go through mile after mile of chokes and dust like this no matter where you drive or what you drive give your car the extra protection and reliability that helped Reno Miller beat the Baja next time insist on AC oil and air filters their original equipment on all TM cards [Music] a better way a cleaner running engine can really be music to your ears because now at participating service stations displaying this banner you can receive this valuable AC stereo bonus certificate when you buy an AC oil filter now for all the details see a participating service station dealer wherever you draw it makes your AC there with you protecting your engine get a fresh AC oil filter now AC spelled AC with power pack TV commercials like this one dealer business should boom the dealer gets 25 tape discount certificates when he enrolls and 100 more come with a tape player remember the tape player and tapes are free to the retailer with his qualifying order of AC filters and so are the certificates so the retailer has the ammunition to turn TV created interest into sales action and that means profits this tape player is so good the retailer is going to want to keep it perhaps hide it in fact until Christmas but retailers will recognize too that the tape player has great customer appeal to help build traffic AC is making extra players available to dealers or their customers for seventy dollars delivered complete with the tapes the certificates have a stub attached as an added incentive the dealer can conduct a business building sweepstakes those customers who don't win can buy the player and pocket the savings it all ties together and it all means business for you powerful as the tape player promotion is a seize fall campaign doesn't stop there the T&P program continues you can encourage follow up orders orders for all AC products with T&P certificates many dealers have been accumulating T&P certificates for christmas ordering l want more certificates now in order to get the bikes the cameras the gifts that belong under the Christmas tree and AC is committed to be with you at retail perhaps you recall the big dealer enrollment drive in the spring capped off by action week the results more dealers or AC product sales than any other similar period in history pleased as we are with last spring success and we thank you for your vital part in it we're out to do even better this fall during the month of October all AC field men will be enrolling key dealers with you the enormous drive will again build toward a one-week blitz when all AC sales personnel field and factory will be in action enrolling dealers with you we're going to need your support more than ever and we know we'll get it what ammunition we have together you know we have the best products our service is the best in the business the AC diagnostic tune-up Center is only one example of extra effort we have the best distribution you we prove that in the spring and we'll top that now we're expanding our advertising to increase our brand awareness at the car owner level and we have the best marketing merchandising campaigns we know they work we've learned that and we know that our fall campaign will get more key retailers and keep them that's how we meet increased demands and expanding opportunities by really operating as a team with you our new plan the fall campaign is going to produce the results you want while we continue to provide better and better service to the American motorists when we say that AC is there with you we mean it AC is there with you to serve your customers and ours better through our combined efforts we can continue to contribute to the finest system of transportation that history has seen in so doing we can participate fully and the expanding automotive markets that lie ahead [Music] yeah