Jan Kelley helps scaled service networks, retailers, distributors, and franchise systems turn fragmented marketing into measurable growth across demand, conversion, retention, and local performance.
Customers are searching, comparing, booking, buying, and reordering every day. The problem is rarely demand. It is whether paid media, local search, location pages, ecommerce, CRM, and reporting are working together well enough to turn that demand into revenue.
A practical briefing on what’s changing and what to do next.
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If marketing is running but you can’t clearly connect it to bookings, visits, or revenue – we’ve had that conversation before. We know what to do about it.
Multi-location service chains, tire and autocare retailers, parts retailers, and online retailers that need marketing, digital, and customer retention working together – and proving it.
Parts distributors, jobber networks, and tools and equipment suppliers that want to strengthen installer loyalty, grow online ordering, and compete on value beyond price.
Quick lube, repair and maintenance, and tire franchise systems – where there’s centralized budget, meaningful scale (75+ locations), and a head-office team ready to connect brand strategy to what’s actually happening in the field.
They are moving across Google, maps, reviews, ecommerce, social, trade platforms, and AI-generated answers. If your brand is not visible, credible, and clear in those moments, you lose before the buyer ever lands on your site.
What happens: Competitors win demand earlier. Media gets more expensive. Local markets underperform. And marketing teams struggle to explain why traffic exists but revenue does not follow.
Our three-step growth framework designed specifically for automotive aftermarket brands. We build the system that connects all three stages – and measure what's actually happening at each one, not just inside the advertising tools.
Search Visibility That Creates Demand. Show up when buyers are searching, comparing, mapping, asking, and deciding.
Services:
What changes:
More qualified traffic, calls, and bookings. Stronger visibility by market and location. Less spend on advertising that was never going to convert.
Make it easy for the right customers to choose you. Build trust that holds up under comparison.
Services:
What changes:
Higher conversion. Stronger close rates. Less price-only decision making. More efficient spend.
Turn a first visit into a second, a third, and a relationship. Without relying on discounts to do it.
Services:
What changes:
More repeat visits. Stronger retention. More revenue per location. Compounding returns from customers you’ve already earned.
Examples across automotive parts marketing, automotive service marketing and multi-location growth.
We helped Mitsubishi Canada promote winter tire offers by aligning seasonal urgency with proven automotive retail messaging.
During its Q4 winter retail period, Mitsubishi Canada needed to promote winter tire offers in a highly competitive automotive aftermarket environment. With winter driving top of mind, the challenge was standing out in-market while encouraging shoppers to move beyond awareness and toward meaningful consideration.
Winter tire marketing requires more than promotion—it requires trust, relevance, and urgency. There was an opportunity to leverage seasonal conditions and established automotive buying behaviours to position winter tires as a practical, necessary investment rather than an optional add-on.
We developed a performance-led media approach grounded in automotive retail best practices, designed to support seasonal tire offers during a high-demand period.
Creative focused on winter readiness and real-world driving conditions, reinforcing the importance of proper equipment during Canada’s harsh winter months.
Media and messaging were aligned to support high-intent shopper actions, ensuring winter tire promotions connected to moments of active consideration.
By embedding Mr. Lube into the Walmart experience, we transformed vehicle maintenance into a time-saving part of everyday shopping.
Mr. Lube operated nearly 100 locations inside Walmart stores, but many shoppers didn’t realize the brand was part of Walmart. As a new partnership, in-store locations were often mistaken for nearby garages, limiting awareness of the convenience Mr. Lube offered.
Walmart shoppers were already in an errand-running mindset. By clearly connecting Mr. Lube to the Walmart experience, there was an opportunity to eliminate the “extra trip” perception and position vehicle maintenance as something that could be done easily while shopping.
We developed a creative platform rooted in retail behaviour, embedding Mr. Lube into Walmart shoppers’ mindset by using familiar language, rhythms, and visual cues they already trusted.
Paid video and pre-roll focused on simple, relatable “easy win” moments—showing how car maintenance could fit seamlessly into an existing Walmart visit without added time or planning.
PA announcements, signage, and email nurture mirrored Walmart’s communication style to reinforce awareness, drive traffic, and normalize Mr. Lube as part of the in-store experience.
We helped Eaton Canada drive large-scale awareness and engagement through a high-impact aftermarket campaign.
Eaton Canada needed to increase awareness of its automotive solutions in a complex, competitive aftermarket landscape. The challenge was cutting through category noise while reaching a broad mix of industry audiences with messaging that would capture attention and drive engagement.
With limited awareness of Eaton’s charging infrastructure offering, there was an opportunity to use a high-reach, engagement-focused campaign to increase visibility, reinforce credibility, and introduce the brand to new and existing audiences at scale.
We developed a media approach to maximize reach and visibility across relevant automotive environments and build top-of-funnel awareness.
Messaging was designed to be clear, authoritative, and relevant to automotive audiences, reinforcing Eaton’s role and expertise within the category.
Channels and formats were selected to encourage interaction and drive users deeper into Eaton’s digital ecosystem, extending impact beyond impressions alone.
Jan Kelley has helped us try new channels and platforms to connect with customers, which resulted in us achieving our aggressive growth goals and winning awards.
As Canada's largest retailer, we entrusted Jan Kelley to undertake foundational brand strategy work for a collection of our most important brands. JK inspired us to think about our customers differently, brought true strategic thought leadership to the table and collaborated with us to make the whole process enjoyable.
Jan Kelley went above and beyond to help us identify gaps in our customer experience with our multi location model. They exceeded our expectations in unexpected and helpful ways.
More trends and strategies for aftermarket growth teams:
These are real questions from real conversations. We'd rather answer them here than leave you wondering.
Generalist agencies optimize channels. We build connected growth systems. The difference shows up when leadership asks whether marketing is driving revenue – and you can answer clearly. Our Humanology approach means we start with why your customers choose, delay, switch, trust, and return, then build everything around those decisions.
We build reporting that connects marketing to location-level outcomes – calls, bookings, visits, repeat rate, revenue – not just platform metrics. For franchise systems, that means reporting head office can act on and operators can trust. When the numbers are credible, adoption improves and performance follows.
Yes – and that connection is usually where the biggest growth opportunity lives. National media builds the brand. Local search, location pages, and market-specific activity drive the call or visit. Connecting both into one system is one of the things we’re genuinely good at.
Some brands come to us as a full agency partner. Others bring us in alongside an existing team to go deeper in specific areas – search, local activation, customer retention, or performance reporting. Either way, the Automotive Aftermarket Search Visibility Audit is the best starting point. It gives you a clear picture of where the opportunity is before any decisions get made.
We start by understanding why customers return – and what gets in the way. Then we build follow-up programs around what works: service reminders, seasonal re-engagement, and winback campaigns that don’t rely on discounting. The goal is more revenue from customers you’ve already earned.
Start with the Automotive Aftermarket Search Visibility Audit. It’s an engagement that assesses your brand’s visibility across search, maps, local pages, and AI-influenced discovery, identifying where demand is missed by market, location, or channel, and provides a clear roadmap to capture it.
If rising costs, EV and ADAS expectations, or weaker loyalty are showing up in your numbers, tell us what you’re seeing. We’ll reply with practical next steps.
