Two Phase Campaign for Cofap: “Fires the Shock Heard Round the World”

In 88 countries, Cofap is a name synonymous with quality automotive products. Based in Brazil, Cofap manufactures a number of parts ranging from piston rings to engine blocks.

To market shock absorbers in the United States, Cofap chose P/O/N to help develop a marketing and communications strategy to gain entry into the highly competitive American automotive aftermarket.

To achieve Cofap’s objectives, a two-phase program was created. The first consisted of a series of timely trade ads and collateral materials directed at targeted market segments. Each ad was designed to achieve a slightly different objective.

The first ad was an impactful double truck that positioned Cofap (new to the American market) as a world-class automotive parts manufacturer with strength and power to serve the American markets.

The third ad positions Cofap shocks as the product necessary to “Wage business” at every level of distribution.

Although the results are not totally evaluated, the campaign has been judged very successful with sales and growth as the barometer.

The objective of the second phase is to create “new” sales from existing customers.

This ad ran in major trade publications and was designed to develop qualified inquiries from the “Undercar Market.”

It’s fairly well documented that half the cars on the road today need new shocks. The right product, the right incentives, strong sales tools and an informed staff are the tools designed into the Cofap dealer programs to sell more shocks.

This carefully designed program makes installers more aware of shocks and actively involves them in the selling process. More importantly, the plan helps make high technology Cofap Gas-Powered™ Shocks a source of new revenue for dealers. And because the program gives consumers information on how to keep their cars running safely and riding smoothly, it builds customer respect, satisfaction, and good will – which all translate into future growth, profit, and success for Cofap dealers.

The Cofap Shock Doc™ is the cornerstone of this hardworking sales program. Proudly dressed in distinctive Shock Doc™ jackets and caps, installers take on part of the responsibility for advising customers – and increasing shock sales. All facets of the program are designed to reinforce the installer as the trusted expert for reliable advice on shocks and suspension systems.

P/O/N created a videotape to help installers learn more about Cofap shocks and build their selling skills at the same time.

To make the job easier, P/O/N developed several sales promotion programs to motivate installers and help increase Cofap shock sales. Programs are tailored to fit specific needs, and include complete support materials.

The complete Cofap sales program includes everything needed to sell quality Cofap shocks. Eye-catching point-of-purchase posters ask the question, “Does your car need new shocks?” preparing customers for the Shock Doc’s sales pitch. The display is complemented by an easy-to-understand consumer brochure explaining how shocks work and why they’re important, which the installer can use to reinforce his Cofap sales presentation.

The agency also created general dealer merchandising programs, direct mail featuring special rebates, and “tie-in” merchandising programs that can be individually designed to help promote undercar work with special discounts on Cofap shocks. Running these special programs at the same time as an incentive program is designed to add impact to motivate both customer and installer.

Penny Ohlmann Neimann

The Ohlmann Group has a rich history that began in Dayton, Ohio in 1949, where the agency was founded as Penny and Penny by Bob Penny and his wife Jean. In 1964, Walter Ohlmann joined the firm. Ralph Neiman came on in 1969 and the firm became Penny/Ohlmann/Neiman. In 2011, P/O/N was renamed The Ohlmann Group to better reflect the agency's ongoing evolution and collaborative nature.

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