Tenneco Inc.’s Monroe Shocks and Struts brand has launched a marketing campaign consisting of print advertisements, video, syndicated articles and a social media contest to remind consumers that poor road conditions can damage safety-critical steering and suspension components.
The Monroe “Potholes” campaign urges consumers to have their vehicles inspected for any damage that could affect their driving safety. For example, one or more damaged shocks or struts could degrade the vehicle’s steering, stopping and stability in certain driving situations.
“Potholes have broken out in the millions, and that means potentially severe wear and tear on shocks, struts and other undercar components,” says Bill Dennie, director of ride control channel management for Tenneco’s North America Aftermarket business.
“In many cases, the consumer might not be able to feel the effects of worn or damaged units because they have become used to poor ride quality over the past several months.
“When a pothole breaks a wheel or tie rod or shreds a tire, the problem is immediately apparent to most drivers. A damaged shock or strut is often not obvious, yet it can still be a very serious issue that needs to be corrected as soon as possible,” Dennie says.
The Monroe campaign includes:
* a series of print advertisements featuring the message, “Potholes do more damage than you think. Replace worn shocks”;
*a nationally syndicated news article;
* an innovative floor graphic designed for automotive service facility waiting areas; and
* a social media contest that will reward consumers for sharing photos of unusually severe potholes.
“Our goal is to build consumer awareness of potentially undetected steering and suspension damage,” says Denise Hanefeld, Tenneco marketing coordinator.
“Many drivers recognize that their vehicles have been exposed to a lot of abuse in recent months. We simply want them to ask a trusted service facility to verify those vehicles are capable of providing safe steering, stopping and stability in a full range of driving situations.”
For more information, visit www.monroe.com.
Bob Ulrich was named Modern Tire Dealer editor in August 2000. He joined the magazine in 1985 as assistant editor, and has been responsible for gathering statistical information for MTD's "Facts Issue" since 1993.