September 2021

B ack in March 2020 I remember watching Boris Johnson announce the first lockdown to combat COVID-19. I thought it was a good idea to help stop the spread of the disease and that in a matter of months things would be back to normal. As we all know the reality was quite different. It became apparent within weeks that the pandemic was going to have a significant impact on the economy as a whole - and the UK aftermarket. I knew I was going to have to look at all aspects of my business, from protecting our team to investment and marketing strategy, and that I did not have the luxury of time. The initial impact on the aftermarket and on our business was to put it bluntly, brutal. In April 2020 business was down by 80% across the board. Our motor factor stockists had shut-up shop. However, in May our business began to show some signs of recovery and it was clear that we had to adapt our operations to help support this. We switched our office operation entirely to home working, using systems that had been set up for disaster recovery e.g., flood or fire. We also managed to keep every team member working – no furlough. We talked to our suppliers and logistics providers to ensure they were geared up to continue operations in a COVID-19 safe fashion. Much of this was done via the dreaded Zoom. I’m sure I am not alone in saying I cannot wait to get back to face to face meetings. Marketing We then turned our attention to marketing. We had to understand what had changed in terms of motorist activity and the corresponding impact on mechanics and motor factors. On the one hand people were not driving as much which meant that cars were less likely to breakdown and routine service intervals were likely to be extended. On the other hand, when cars were being driven, this was generally for shorter journeys and after extended periods of being parked up. This created a raft of widespread problems including emissions’ issues, especially with diesel engines. Added to this, lockdown working restrictions were clearly hitting many motorists in the pocket. They were now looking for ways to keep their car on the road at a lower cost. They say every cloud has a silver lining and ours was knowing that our products; especially the JLM Lubricants’ range was ready, waiting and in stock; a cost- effective problem solver. We began adapting our messages to motor factors and mechanics, explaining how the products we supply could help motorists keep motoring for a lower cost, and how increasing diesel emissions’ problems, a result of shorter runs, could be resolved with high quality in-tank additives. Kalimex works closely with the DPF Doctor Network in the UK, and many members were reporting record numbers of 38 AFTERMARKET SEPTEMBER 2021 TECHNICAL www.aftermarketonline.net FIGHTING FIT... Kalimex’s MD on how the business fared during lockdown and in the new baffling, Brexit and COVID-19 era BY Mike Schlup, Managing Director of Kalimex DPF problems. We developed a series of campaigns and marketing tools to help these specialists promote their services and reach those motorists that needed their help. We remain incredibly grateful that leading trade-only magazines like Aftermarket were happy to carry articles to this effect. Progress As 2020 progressed it was clear our message was getting through, with demand for our innovative repair products growing. This was reinforced as we entered the next big lockdown in Winter 2020. We did not see any decline in demand or sales. What this showed me was that by developing pinpoint- accurate, relevant marketing messages during the summer, we had insulated ourselves when the much talked about second lockdown darkened our doors. Clearly our messages had resonated with stockists and the trade. I cannot emphasise enough the importance of continuing with your marketing during challenging trading periods, even though your first instinct may be to axe the budget. Budgets are tighter than usual, so it is important to spend every