In a bid to further increase its online presence and in line with its strategic digital development plan, ZF Aftermarket has relaunched its TRW public Facebook (FB) page.
Daily, bite-sized posts will balance entertainment and news by actively engaging all TRW stakeholders. Through the page, the business will share its True Originals campaign, fun facts and competitions, and lighthearted promotional highlights from its braking, steering & suspension programs.
This news comes after market research suggests that Facebook is a user generated content platform of choice within the independent aftermarket (IAM). As the industry prepares for Automechanika Frankfurt, customers can keep up to date with the True Originals by following TRW on Facebook.
Figures for April 2018 show that the global digital population consists of 4 billion active internet users; with China, India and the United States in the leading positions. Furthermore, there are 3.3 billion people using social media, with just over 3 billion of these engaging on mobile devices (i).
Alexander Knorn, Global Head of Digital, ZF Aftermarket explained: “This development is in line with the ZF approach of multi-channel marketing to reach all customer groups at touchpoints most relevant to them.
“With this in mind we have expanded our public Facebook page from its static position – historically used as an advertising platform – to something altogether more exciting. Specifically aimed at our target group and suited to the individuality, personality and tone of voice for TRW’s True Original brand.”
Research shows that social media users within the IAM want quick, easy access to the latest information; often in their own time outside of work. Facebook is the ideal vehicle; combining visual imagery and text and allowing direct interaction with which to create two way dialogue, strengthen relationships and provide more immediate feedback.
As a means of communication with its customers, the TRW FB page will be used in tandem with existing tools. This includes other online media, such as: Tech Corner, its free online technical resource; the ZF Parts Finder App which allows users to quickly and accurately search for parts on the move; and offline mediums such as the TRW technical helpline and its advertising and marketing presence in industry publications, at trade shows and exhibitions as well as its training initiatives such as ZF’s [pro]Tech.