Triad Business Marketing

Positioning Campaign for
Alcoa Fastening Systems / Aftermarket Products

While the Alcoa brand name is well-known in some industries, it is virtually unrecognized in the automotive aftermarket industry. As a result, increasing brand awareness was Triad’s first and most important task. With just a small percentage of market share as compared to the competition, Alcoa Fastening Systems Aftermarket Products (including Marson, Fix-A-Thred, and Huck brands) needed to establish a memorable and differentiated position among key buying influences. These influences include mobile distributors, warehouse distributors, do-it-yourselfers, and auto part retailers.

To meet this objective, Triad concepted a new tagline for the brand, “Get Your Fix.” This communicates that Alcoa not only sells repair products, but also can “fix” your less-than-perfect experience with suppliers you’ve been working with. This positioning and graphic approach was debuted at a key aftermarket products trade show, dominating Alcoa’s booth, as well as a comprehensive parts catalog. Print ads, direct mail, and premium items with the “Get Your Fix” theme are planned for future roll out.

With this new, dynamic approach, Alcoa has received positive recognition from trade show goers, established a strong foundation for brand awareness building, and has effectively distanced Alcoa from its more staid competitors.