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The Independent Automotive Aftermarket Federation

Factor One introduce "tech magazine" concept

Date: Friday 10 June 2022

With a wealth of aftermarket motor factoring experience, Factor One Marketing has identified an opportunity for motor factors to maximise on the potential opportunity in the sales of equipment, tools, and diagnostics.

“Often, it’s simply just a case of a factor focusing on the bread and butter of the business, which is car parts,” says Simon Mullin, company director at Factor One Marketing. “On this basis, the opportunity in equipment sales is often overlooked.”

With this idea in mind, it has begun producing a quarterly equipment publication which has quickly gained advertising support from equipment manufacturers and suppliers. They were then able to approach a number of motor factors who became exclusive distribution partners.

“The factors who took on the distribution of the magazine quickly benefited from the extra sales revenue it generated.” says Simon. “So, we knew straight away that we had a unique concept that would work for independent motor factors across the UK.”
“Whilst the idea is simple in itself, it requires a huge amount of knowledge to put together and we’re very lucky that we have Rob Croft as a director.” says Simon. “Rob’s experience in this sector spans three decades and included the responsibility for the entire Andrew Page tools and equipment and training business, which traded under the brand name as AP Tech.”

Mullin explains:

“It’s a cradle to grave solution for the motor factor. The magazine is brand bespoke to each distribution partner, so in essence, it’s their magazine. However, the important bit is the additional support that we factor into the concept.
“We price everything in the magazine, based on our thorough market intelligence and research, making sure we build in a good margin for the factor, who benefit totally from all the sales it generates. We provide a full cost price file before each publication, which generally runs to around 36 pages, as well as that really important information around minimum order charges and warranty processes etc.
"Additionally, we now conduct an online publication ‘launch session’ before it lands with the factor, so that members of the branch sales staff can join Rob, with his wealth of experience, who conducts a 30-minute session on what’s in this publication, as well as those need-to-know sales tips etc. Our plan going forward is to enhance these sessions by inviting equipment suppliers to provide additional training.”

Two ‘distribution partners’ who couldn’t praise the magazine enough are Bullseye MDC, who are an eighteen branch, well established business, operating out of South Yorkshire. And YMF Car Parts, equally established who have branches in East and North Yorkshire.

Stacy Phillips, MD at Bullseye said,

“The magazine quickly grew our tools and equipment business and is a big hit with the workshops. We are now very much seen as a serious supplier in this area, something we would not have achieved as easily without our own publication, and this is certainly not something we would have been able to produce in-house. Also, with the additional back up and support provided by the team at Factor One Marketing, I feel safe in the knowledge that the branch sales staff always have that ‘go to’ on those difficult customer enquiries. High praise indeed.”

Matthew Pope, YMF Car Parts Business Development Director, equally praised the publication and added.

“The garage customers and our branches look forward to each quarterly magazine and the business has benefited hugely from the additional sales it generates.”

If any motor factor would like to talk to Factor One about the opportunity to get involved, then please contact Rob or myself, or email  and we’ll be in touch.”