Savvy Says Archives

Social Media 101
Alliance w/ Rooney Sports...
Pepsi Challenge
2009 Pacesetters Award

Pittsburgh, PA, November 5, 2009 – The Savvy Group, a Pittsburgh-based integrated marketing firm, has been chosen to develop and conduct field marketing research for Virginia-based Advance Auto Parts's Consumer Education Division.

Advance Auto Parts (NYSE:AAP), a leading automotive retailer of parts, batteries, accessories and maintenance items, is turning around the perception that auto care is only for professionals. Through online methods such as videos, podcasts, and printable tutorials, Advance Auto Parts is working hard to educate consumers - teaching that many aspects of auto care can be done by the everyday driver - any age, any gender, anyone. Through this education, many customers are becoming more knowledgeable about auto care basics and ways to save money by choosing to do-it-yourself.

The Savvy Group's role is to fine-tune their existing consumer education tools by conducting consumer intercept research, analyze the findings, and then provide strategic recommendations.

"Teaming with Advance Auto Parts's Consumer Education Division is a perfect fit for The Savvy Group,"  says Principal Kimberly Loszewski.
"Our marketing research experience runs deep - from previous regional
and national work to teaching it in local classrooms."

Advance Auto Parts provides up-to-date repair and maintenance information available 24/7 through the web. By visiting advanceautoparts.com/english/youcan/knowhow.asp, viewers can go direct to Advance Auto Parts's "Advance Know-How" section, where printable tutorials and step-by-step videos are readily available. Free video podcasts also provide a comprehensive method for auto care education. The most viewed online clinic is “Changing Disc Brakes," which has enabled thousands of people to try this on their own. The second most viewed clinic is “Brake Basics” - showing consumers how to "talk the talk" with their mechanic and make sure that they are receiving the best maintenance for their money.

For drivers who would like to view the DIY tutorials through their mobile device, Advance Auto Parts has created advanceauto.mobi. In addition, Advance Auto Parts has initiated a Driver Education Teacher Program called "Advance Your Knowledge," which is a tool for driver's education teachers. Through this program, Advance has been teaching over 1,000,000 16-year-olds basic auto care in the classroom.

"Providing all of these DIY tools for our customers is another great way that Advance Auto Parts makes sure that we're right there in the driveway with you,"  says Bryan Gregory, Director, Consumer Education, Advance Auto Parts. "We partner with our customers - from in-store services to high-quality products. By adding DIY education into the mix, we're giving our customers the advantage when it comes to smart decisions about auto care, maintenance, and repair."

For more information on Advance Auto Parts's consumer education channels,
please visit  advanceautoparts.com or email bryan.gregory@advance-auto.com.