HANDSCHUH’S PERSPECTIVE: Reaching Members in an Information-Overloaded World

HANDSCHUH’S PERSPECTIVE: Reaching Members in an Information-Overloaded World

We live in an age of information overload. Just consider these facts:

  • There are 5 billion mobile subscribers today with an estimated 50 billion by 2020
  • People see more than 34 billion bits of information per day – an equivalent of two books a day online
  • 66 percent of people read e-mail seven days a week and expect to receive a response the same day.
  • 61 percent continue to check e-mail while on vacation.
  • 56 percent have anxiety if they can't access e-mail.
  • Blackberry addiction has been labeled “similar to drugs” in a study performed by Rutgers University; millions of users are now able unable to go more than five minutes without checking e-mail.

We aren’t just inundated with information – we are virtually drowning in it.

In an effort to assist our members in coping with this flood of information, AASA has undertaken an examination of its communications tools to streamline them. Our ultimate goal is to send you the information you need about the industry, our programs and member benefits in a timely, effective and efficient manner.

The result is a plan of e-communications, electronic bulletins and print publications which will be delivered to you in brief formats – allowing you to get right to the information of greatest interest to you and your company.

We will continue producing “MEMA Industry News,” our daily e-newsletter with the top headlines affecting the motor vehicle parts industry, and “News @ AASA,” our weekly e-news briefs with the top action items for members.

Beginning in January 2012, you will receive regular e-bulletins from AASA, alerting you to events, industry analysis, government affairs activities and commentary on industry events. For example, you will receive a monthly alert that the latest edition of this column, “Handschuh’s Perspective,” has been posted at the AASA Web site, www.aftermarketsuppliers.org. You’ll receive a notice with a brief summary of the topic and a link to read the entire column online.

Our monthly industry analysis feature, “Industry Analysis,” will be distributed via regular alerts to members. These features by Paul McCarthy, AASA vice president of industry analysis, planning and member services, cover such topics as the impact of fuel prices on the aftermarket, follow-up to our landmark “Aftermarket Outlook 2020,” and more.

Members also will receive e-alerts about new AASA “Special Reports” in 2012, our “white paper” analyses of current aftermarket issues and strategic tools to assist you in your business. A few of our most recent report topics include:

  • Agile Execution: Driving Strategic Results In a Changing Aftermarket (Written by Brent D. Peterson, The Work Itself Group Inc.; Ron Cox, Tailwind Consulting; Chuck Udell, Essential Action Design Group; and Tom Easton, Essential Action Design Group for AASA)
  • The Goose That Lays Suppliers’ Golden Egg: Vital Capital Can Be Reclaimed Through Research and Experimentation Tax Credits (Produced by AASA and McGladrey)
  • Independent Aftermarket Image: Why Premium Aftermarket Parts Deliver the Best Value (AASA Marketing Executives Council)
  • Social Networking: Legal Obstacles Defines (AASA Marketing Executives Council & MEMA Brand Protection Council)
  • Product Patent Markings and Patent Trolling (AASA Marketing Executives Council & MEMA Brand Protection Council)

We also will publish our annual print publication, “AASA Focus on the Automotive Aftermarket Supplier” again in 2012, to be distributed first to attendees at VisCon on Thursday, March 29 then mailed to all members. This annual report supports full service automotive aftermarket suppliers by publicizing their important contributions to the industry and to the nation’s economy. It is AASA’s flagship publication in promoting suppliers, the automotive aftermarket and the association to members, non-members, key aftermarket supply chain partners, elected officials and industry investors.

We hope you find our streamlined communications helpful and informative. We appreciate your feedback on our communications and all of our member programs and offerings.

And, from all the AASA staff, thank you for a successful 2011. We look forward to serving you next year, and sincerely wish you and yours a healthy and prosperous 2012!

Steve Handschuh
President & COO
shandschuh@aasa.mema.org

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