Fresh from joining the Independent Automotive Aftermarket Federation (IAAF), Factor One Marketing Director, Simon Mullin, answers our questions and explains how his and his team’s experience is crucial.
Q. Hi Simon, it’s great to have Factor One Marketing make its debut in PMF – can you tell our readers what the company does?
Simon Mullin (SM): “Our niche area is primarily producing bespoke publications and promotional activities, which help support the motor factor and manufacturers/suppliers.
“Currently, we write a quarterly technical parts magazine for and on behalf of the PDP buying group and also for individual factors, to help promote their businesses.
“We also produce a quarterly equipment and tools magazine, which is distributed by numerous factors across the UK. Additionally, we scope and run promotional activities for manufacturers through the motor factor.”
Q. What experience do you and your team have within the automotive aftermarket?
SM: “I’ve (left) always worked in garages or factors, ever since I left school – 28 years at Andrew Page – sales and marketing director.
“Likewise, Rob Croft (right), always worked in factors after leaving school – 26 years at Andrew Page, primarily running the technical and training division, while, Rebecca (centre), our graphic designer, spent 12 years at Andrew Page, marketing manager.”
Q. The company has quite a portfolio of clients – what services do motor factors utilise most?
SM: “The publications mainly – we do not create advert-driven publications. Instead, we work closely with the suppliers to scope and produce technically driven articles that relate very much to the factor staff and workshop cliental.
“The tools and equipment magazine offers a full support service to factors, who may already sell, but want to sell more, or where they currently don’t sell any at all. We personalise the magazine’s front and rear covers for each individual motor factor, so it, effectively, becomes their publication.
“We also provide a communication link between the advertisers and our factor distribution partners, full price files to accompany, as well as online training before each publication lands.”
Q. When a motor factor approaches Factor One Marketing, what’s the process from enquiry to finished product?
SM: “As we are a small team, it’s a very personal service – we work closely with each client to establish a strong and clear brief. Once this is set in place, we project manage on a personal basis to ensure we deliver exactly was agreed.
“Having spent so long working in the industry, we pretty much know most of our clients, or they know of us and the quality of what they can expect.”
Q. Is there a project that stands out as one of your favourites?
SM: “Not really, but we do very much enjoy producing the PDP publication, Auto Evolution, and the tools and equipment magazine.”
Q. If a motor factor is undecided, how would you persuade them to utilise Factor One Marketing’s services?
SM: “Based on our history and experience, we fully understand how the processes behind running a factor branch works, so we engage closely with the personnel to help ensure a promotion, or publication, gets out to where it is most effective – in this case, the workshop.”
