With service retention slowly slipping over the years, it’s clear that the aftermarket’s service marketing is worth a closer look. This session, entirely researched and presented by Ducker Carlisle, will show the current state of aftermarket service marketing from chains and independent repair facilities (IRFs), and compare to our knowledge of OEM marketing strategies and initiatives. We’ll take a fairly wide scope when we think about “marketing” - for example, we may include search engine optimization in this discussion. The end goal is to identify areas where OEM marketing lags (or beats) the aftermarket and provide specific examples and strategies to OEMs. We may include some marketing strategies from outside the motor vehicle industry entirely if we feel they’re applicable.