Have we got a deal for you. As an independent repair shop owner or operator, you're always searching for creative and cost-effective marketing strategies to attract consumers to your business. National Car Care Month in April is tailor-made for you and I have proof that it works.

National Car Care Month is the industry's rallying point within a new ongoing initiative called the "Be Car Care Aware" consumer education campaign designed to raise awareness of the benefits of regular vehicle care, maintenance and repair. This is an industry marketing and public relations campaign being spearheaded by the Automotive Aftermarket Industry Association (AAIA), with the Car Care Council serving as the brand and message source.

Getting involved in National Car Care Month in your community is easy and can pay off big time. A key component of the month is conducting check lanes for vehicle inspections. Results of check lanes during the past five years have shown that 77 percent of all vehicles inspected are found in need of repair or maintenance. This offers a tremendous opportunity for the service provider. Just look at the results of follow-up surveys of motorists who participated in check lane inspections in the past:

• 99 percent felt the program should be repeated
• 83 percent learned more about preventive maintenance
• Motorists spent an average of $100 as a result of the inspection
• 40 percent had work done on their vehicle as a result of the inspection

Realizing that technicians, shop owners and managers need the proper tools and resources to do the job of marketing National Car Care Month, a special planning kit has been created on the new campaign Web site: www.carcare.org.

Because every month needs to be car care month, the "Be Car Care Aware" campaign needs the participation and buy-in from individual repair facilities to help educate consumers and grow the marketplace for everyone. The Web site includes information and instructions on how to get involved in the campaign.

Rich White is vice president of marketing and communications for the Automotive Aftermarket Industry Association (AAIA) and serves as executive director of the Car Care Council. AAIA is spearheading the "Be Car Care Aware" consumer education campaign on behalf of the industry.

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