Representing WIX Filters as Brand Manager is a job that makes me proud every single day – building and preserving our brand and leading the charge in how we use marketing to tell our story to our customers and consumers. We work hard, and there’s a special validation when others within the industry say, “job well done.”
Recently, the Women in Auto Care and the Automotive Communication Council recognized WIX at their 19th Annual Automotive Communications Awards. I am humbled to share that WIX was honored this year for outstanding communications in three categories.
WIX earned accolades in three areas, including:
- Ad Campaign to Technician/Repair Audience: Tomorrow’s Technician School of the Year, Driving Performance and Counterperson of the Year programs
- Ad – Best Use of Graphics: WIX Cabin Air with Microban™ Campaign
- Social Media Efforts: WIX Filters
We strive to protect the WIX brand in all we do. WIX Filters are known for their high quality and exceptional performance, so it shouldn’t surprise anyone that we put the same focus on excellence into how, when and where we talk to our customers. We want to make sure our customers, technicians and consumers are continually in-the-know about our product news and programs, so our communications have to be comprehensive and creative.
But how do we get there? With a roll-up-our-shirt-sleeves kind of approach. The brand team from MANN+HUMMEL Filtration Technology – including WIX Filters National Sales Manager Mike Harvey, MANN+HUMMEL Filtration Technology Sales and Marketing Director Jeff Blocher and MANN+HUMMEL Filtration Technology VP of Sales and Marketing Dave McColley – and the creative team from our advertising agency work together to decide the direction of our campaign messaging and where the campaign will run (print advertising? digital? direct?). The agency’s creative team presents a few different concepts, we select our favorite, and we bring it to life—coordinating photo shoots, fine tuning copy, and putting together a media plan that fits our budget. It sounds almost simple when I sum it up, but it includes an incredible amount of research on our product attributes and customer needs and a collaborative effort with a large brand building team, from our brand team and agency to our engineering and sales teams. I may have been the one holding the awards, but the accolades are shared.
One of the awards was for our T2 School of the Year, Driving Performance, and Counterperson of the Year programs. In partnership with Babcox Publishing, these programs allow us to recognize three important audiences: the next generation of technicians, today’s technician, and the professionals behind the counter. The ads come to life in a series of print ads, and this year’s series of ads called for entries to the contest via relatable, emotional imagery. Given the younger audience, the School of the Year ads were a little more tongue-in-cheek, with a nod to the students’ hard work. The contests seek to find the best of the best, and the message from WIX to all the contenders is consistent from group to group: You work hard for your customer, your community and your future, and you deserve every bit of recognition you’re about to get.
The new WIX Cabin Air filter and its odor debilitating Microban™ were promoted to the trade in a full-scale integrated marketing communications program. The center of that program was graphically manipulated cabin air filters featuring a skunk, a bug and a flower. The theme? Protect what’s inside from what’s outside.
These graphic treatments were presented in a magazine insert, trade ads (English and French), a website landing page and a point-of-sale kit that included a counter card and poster, a computer cling and mouse pad, and an aisle intruder.
Our social media program lets us talk about all of these programs and so much more, and we do it in our own WIX way – using a voice filled with grit and guts, promoting our sponsorship tie-ins and sharing technical details, while featuring attention-getting video and images. Whether it’s touting which WIX-sponsored driver won at the track to telling you where you can find the legendary WIX Hummer H2, or highlighting news from product introductions to engineering innovations, you can find it on our Facebook, Twitter, and YouTube pages and apps. It’s how we stay in touch with consumers and our customers 24/7. We have a lot to share, and we hope you’ll check back often to hear our stories.
On behalf of the WIX Filters team and the MANN+HUMMEL Filtration Technology group, thanks to the Women in Auto Care and the Automotive Communication Council for recognizing the WIX brand. We’re truly honored.