William Blake is quoted as saying, “Execution is the chariot of genius.” Today we often quote Nike’s slogan: “Just Do It.” One of my favorite quotes goes like this, “When all was said and done, more was said than done.” These three quotes/slogans share a common thread—the idea that thoughts should lead to actions. Of course, activity is often confused with productivity. Productivity is measured; it’s usually planned in advance with intervals that measure progress. Because my primary business is marketing and my primary involvement with SEMA is the Wheel & Tire Council (WTC), this article will discuss a few simple techniques about marketing wheels and performance tires. I’ve recently witnessed two retailers re-focus and re-target their businesses. One is a significant countrywide retailer whose primary business focus is performance tires and wheels; the other is a tire retailer that rarely sells wheels. Here’s what they did.
Execution Is the Chariot of Genius
By Wayne Williams
William Blake is quoted as saying, “Execution is the chariot of genius.” Today we often quote Nike’s slogan: “Just Do It.” One of my favorite quotes goes like this, “When all was said and done, more was said than done.” These three quotes/slogans share a common thread—the idea that thoughts should lead to actions. Of course, activity is often confused with productivity.
The ARMO New Product Showcase became the ARMO “Hot” Product Showcase for 2013, and the simple name change paid immediate dividends in terms of participation. A record 71 products from 32 ARMO companies were on display at the event, which was held at Spring Carlisle April 25–27.“Everyone likes to see new products,” said ARMO Chairman Alex Tainsh. “But our overall participation from year to year was always dependent on which companies actually had a ‘new’ product. So we decided to change the name for 2013 to ‘Hot’ products. Instead of restricting a company to new stuff, we basically said: ‘Send us whatever it is you want to push; whatever is hot.’ It appears that the plan worked because we had record participation, and the products were as cool as ever.”
Welcome to the Emerging Trends and Technology Network (ETTN), SEMA’s newest network, which is an evolution of the Street Performance Council (SPC) and even earlier Sport Compact Council. In recent times, the SPC experienced success on the cutting edge of emerging trends and technology and often led the way for other SEMA councils and member companies. While this proved to be of great value to members, it was not easy to draw an intuitive connection with the council’s name and mission. “Street performance” was just too broad, and the council was more narrowly focused on exploring cutting-edge technology. Therefore, it made sense to change the name from SPC to ETTN and reboot.
SEMA Member News—July/August 2013
The Sun Sets on the SPC and Rises Anew on the ETTN
Welcome to the Emerging Trends and Technology Network (ETTN), SEMA’s newest network, which is an evolution of the Street Performance Council (SPC) and even earlier Sport Compact Council.
SEMA is best known for its annual SEMA Show. It’s the one week each year that the automotive specialty-equipment industry converges on Las Vegas and where the latest and greatest products are debuted. So what does SEMA do the other 360 days a year? In addition to providing business resources and cost-savings programs that impact the bottom line for its member companies, SEMA has educational tools and networking opportunities that help enhance the careers of individual staff.Whether the member company is a manufacturer, a retailer, a jobber, a distributor, a rep or an installer, SEMA has tools available for member companies and their employees. The following is an overview of the diversity of SEMA’s business resources and solutions.
Devoting one’s time, talent and energies on behalf of worthwhile activities is at the core of the success of SEMA’s councils, and the Professional Restylers Organization (PRO) is no exception. Over the years, PRO has amassed an impressive array of accomplishments, thanks to the dedicated efforts, vision and enthusiasm of its members—volunteers who serve on the Select Committee and as members at large.For Scott Wolin, director of sales and marketing at AVG-OEAM, a personal passion for the council, its mission and the restyling industry has long served as a motivating force behind his many years of involvement with PRO. A longtime select committee member and a former PRO chairman, Wolin is now poised to assume the role of chair-elect on July 1. He recently shared his thoughts on a range of topics with SEMA Member News.
SEMA Member News—July/August 2013
Face to Face With PRO Chair-Elect Scott Wolin
By Ellen McKoy
Devoting one’s time, talent and energies on behalf of worthwhile activities is at the core of the success of SEMA’s councils, and the Professional Restylers Organization (PRO) is no exception. Over the years, PRO has amassed an impressive array of accomplishments, thanks to the dedicated efforts, vision and enthusiasm of its members—volunteers who serve on the Select Committee and as members at large.
The May issue of SEMA News magazine doubles as the annual SEMA Membership Directory, and SEMA encourages you to keep this copy on your desk throughout the year to use as your reference tool in locating SEMA-member companies.The membership directory is also available online. The online membership directory is continually updated to include new SEMA members. In addition, the online version of the membership directory lists members’ staff personnel, and you can contact them via e-mail through your MySEMA account. For those who prefer a hard copy, the membership directory can be downloaded as a PDF file.
The Light Truck Accessory Alliance (LTAA) and the SEMA Education Institute (SEI) recently launched an innovative, online product-training program, the SEMA Product Training Center. This new joint program allows manufacturers to efficiently and effectively provide product training to hundreds or even thousands of resellers throughout the industry for what they might spend to reach only a handful using traditional means. LTAA helped develop this web-based training solution to complement each manufacturer’s existing training while keeping costs down.
As a manufacturer, you invest a lot of time and money into bringing new products to market. There’s the concept for a great new hot-rod product itself followed by research and design time, prototypes, testing and, eventually, the manufacturing. Immediately following that process is the marketing side of the equation, where expenses can really add up. There are packaging costs, promotion and introduction, catalogs, literature and advertising dollars. By the time a new product ships, most companies have a substantial investment at stake and plan (or hope) for a return on the investment in the near future.
The SEMA Young Executives Network (YEN) Fellowship program helped to fund travel expenses to the 2012 SEMA Show for 10 member-company employees under the age of 40. The participants were asked to take part in a number of specific Show events—including the SEMA Awards Banquet, YEN Reception and SEI education seminars—focused on developing their business skills and expanding their professional networks. Nine of them provided a few words to SEMA Member News about their experiences.
SEMA Member News—March/April 2013
YEN Fellowship Program Participants Gain Experience
The SEMA Memorial Scholarship Fund, which is dedicated to fostering the next generation of automotive leaders and innovators, awards approximately 75 scholarships every year. These awards help prepare the industry’s next generation for today’s competitive market through financial assistance for students attending various universities, colleges and/or vocational schools in the United States. In fact, the fund has yielded more than $1.5 million in scholarships since 1984.
SEMA Member News—March/April 2013
The Industry’s Next Generation Visits the 2012 SEMA Show