SEMA eNews Vol. 13, No. 6, February 11, 2010

	SEMA Pro Pledge ads running in magazines such as Motor Trend and Automobile encourage consumers to "customize with confidence."

Customize with confidence. That's the message SEMA wants auto dealers, installers and car buyers to hear through a targeted ad campaign running in consumer and trade automotive publications such as Motor Trend and Automobile.

The ads highlight SEMA Pro Pledge, a free program offering 36-month/36,000-mile warranty protection on custom parts purchased through participating dealers for 2007–up model year cars and trucks.

Created by the Specialty Equipment Warranty Alliance (SEWA), a subsidiary of SEMA, Pro Pledge offers consumers the assurance that their purchases are backed by a three-year industry warranty.

Dealers, meanwhile, will enjoy a sales boost through fixed operations of high-margin accessory and custom products, as well as peace of mind from vehicle-modification liability concerns. Sales of custom parts also help distinguish a dealership from its competitors and establish it as a place where a customer can make a car their own, and not simply like another on the lot.

Products covered under the Pro Pledge warranty include sunroofs, exhaust systems, bedliners, truck caps, leather interiors, mobile electronics and more, from industry-leading manufacturers such as Webasto, Katzkin, MITO Corporation and Classic Design Concepts.

And SEMA- and ASE-certified installers and restyling partners are located throughout the United States, including the Los Angeles area, Colorado, Missouri, Maryland and North Carolina.

To learn more about Pro Pledge, or to find a manufacturer, dealer or installation partner, visit www.ProPledge.com, e-mail propledge@motormediainc.com or call 818/248-4449.

	The WD-40 Camaro and SEMA Cares F-150 helped the association contribute more than $171,000 raised by specialty-equipment industry members for Victory Junction and Childhelp children's charities last year.

In spite of severe economic challenge, the specialty-equipment industry reached deep into its pockets to donate more than $171,000 for Victory Junction Gang Camp and Childhelp charities during fundraising at the 2009 SEMA Installation Banquet & Gala Fundraiser, and the auction sales of the WD-40/SEMA Cares Camaro and a Ford F-150 donated by LEER, Ford and Street Scene Equipment.

"The way SEMA members and the SEMA Cares' volunteers stepped up with financial and time commitment continues to make me proud that I am part of this industry," said Joel Ayres, national marketing director, Truck Accessories Group, and SEMA Cares Committee Chairman. "They have put the needs of these kids in front of their own."

The F-150 truck was upfitted inside and out with mods from companies, including Leer, Street Scene Equipment, DuPont Hot Hues, Amp Research, Roadwire, Audiovox, Kicker, Scosche, Wise Industries, Pro Comp, Bushwacker and Magnaflow. It sold for $30,100 via eBay auction.

The custom 2010 Camaro SS/RS featured partners, including APE Wraps, Audio Innovations, Cie Studios, DynoMax, Eclipse, Forgeline Motorsports, GTR High Performance, Haddad Motorsports, Hedman Hedders, House of Tints, Katzkin Leather, L&G Enterprises, MGP Caliper Covers, Nitto Tires, Odyssey Batteries, Paxton Automotive, Pedders USA, PhotoTouch Inc., PPG Industries, Sony Computer Entertainment America, Street Scene Equipment, and Top Quality Powder Coating. It sold for $75,000 at January's Barrett-Jackson auction in Scottsdale.

In an independent arrangement with Victory Junction, Hurst and BFGoodrich also offered a limited-edition Mustang pace car from the Ford Racing Mustang Challenge Series that netted $120,000 at Barrett-Jackson, with all proceeds benefiting the new Victory Junction facility in Kansas City, Kansas.

	Industry leaders, including (from left) MIA's Chris Aylett, SEMA's Chris Kersting, Braille Battery's Blake Fuller and TTXGP's Azhar Hussain discuss green racing technologies at the 2009 "The Race Goes Green" seminar.

The Motorsport Industry Association (MIA) has confirmed several motorsports icons for the MIA-SEMA The Race Has Gone Green Conference in Long Beach, California, on Friday, April 16, at the Long Beach Convention Center during the Toyota Grand Prix of Long Beach.

Scott Atherton (American Le Mans Series CEO), David Brabham (2009 ALMS series champion, winner of 2009 LeMans 24 Hours), Les MacTaggart (senior technical director, Indy Racing League), and Rt Hon. Lord Drayson (U.K. minister of state for science and innovation) are among the first speakers to confirm.

The Race Has Gone Green is a one-day conference featuring performance industry icons and professionals focused on developing green technologies that will lead to a booming future for green performance products.

Conference fees are $275 for SEMA or MIA members, $375 for non-members. Registration includes paddock passes for American Le Mans Series qualifying.

Click here to register now.

For more information, visit www.sema.org/RaceGoneGreen or e-mail Jeremy Burne, Tracy Dewhirst or John Waraniak.

Make it a weekend! Discounted tickets for the Long Beach Grand Prix are available for SEMA members. Download the discount flyer here.

	Have you had luck securing small-business financing? We want to hear from you.

President Obama last week proposed that Congress pass two temporary expansions of Small Business Administration lending programs. One would include supporting refinancing for owner-occupied commercial real estate loans. The other would increase SBA Express loan sizes to $1 million.

The Wall Street Journal reports that Ohio-based Huntington Bancshares, for example, plans to double its small-business lending over the next three years by hiring bankers to specifically sniff out small businesses that previously might not have qualified for credit. The bank’s CEO says the initiative could reach as many as 27,000 businesses in the bank’s Midwestern markets.

SEMA wants to hear from you, our industry peers. Have you had success finding and qualifying for small-business loans? Have you had positive experiences with specific lenders? Are the purse strings beginning to loosen, or are you still searching for credit? Please let us know using the comments box below.

	The 2010 PAACE Automechanika Mexico show will feature educational sessions hosted by the Automotive Service Association.

The 12th edition of PAACE Automechanika Mexico will return to the Centro Banamex in Mexico City, July 14-16, 2010. This year, Show producers Messe Frankfurt and partners Automotive Parts Remanufacturers Association (APRA), Motor & Equipment Manufacturers Association (MEMA) and SEMA will partner with the Automotive Service Association (ASA), the key association for U.S. automotive service and repair professionals on a series of educational sessions.

ASA will endorse the show to its extensive membership and supporters and host up to nine complimentary seminars in its areas of expertise: collision repair, business management and mechanical topics.

Service and repair professionals attending PAACE Automechanika Mexico 2010 will benefit from an enhanced educational program and expanded product categories on the show floor with support from the association.

"By offering focused seminars for this sector and with the support of ASA, PAACE Automechanika Mexico will expand its reach to the automotive service and collision repair industry in Mexico and Central America,” said Kristen Woodburn, group show director for Messe Frankfurt.

In addition to the enhanced seminar program, PAACE Automechanika Mexico expects to expand the presence of collision repair manufacturers on the show floor showcasing their products to the Mexican market.

"ASA is very pleased to play a role in providing quality automotive service and repair education at PAACE Automechanika Mexico,"

"We are eager to expand our international presence as a valuable resource for networking, information and training,” says Ron Pyle, president of the Automotive Service Association. “We welcome this opportunity to partner with the leading North American automotive aftermarket associations to add value for technicians and shop owner attendees at this prestigious event."

For more information, visit www.paaceautomechanika.com.

The SEMA Financial Benchmarking Report is a new program that allows your company to benchmark key sales performance indicators against industry averages. The report is available for manufacturers, WDs and retailers. October 2009 is the most recent report where you'll find data on sales projections, quick ratio, inventory turns, sales per employee, research and development, factory overhead, selling and administrative expense and more.

Following is just a small sample of the complete information available to program participants:

Manufacturer Sales Outlook

In the October 2009 SEMA Financial Benchmarking survey, manufacturers were asked for their sales outlook for December 2009, January 2010 and February 2010 vs. one year ago. Forty-one percent forecasted sales to be flat with one year ago, 37.3% forecasted sales to be up, and 21.7% forecasted sales to be down.

Of the manufacturers that forecasted sales to be up, the average increase was 13.9%. Of the manufacturers that forecasted sales to be down, the average decrease was 18.7%. (Responses are a three-month rolling average, based on 437 manufacturers).

Manufacturers Sourcing Products Outside the United States:
Q: How many products are manufactured outside the United States?
A: 43.6% of sales for August, September and October were from products manufactured outside the United States. That is the highest percentage reported since the SEMA Financial Benchmarking survey started in January 2009.

Manufacturer Spending on Advertising & Marketing:
Q: How much was spent on advertising and marketing, excluding salaries?
A: An average of 8.9% of gross sales on advertising and marketing in August, September and October.


Distributor Sales Outlook

In the most recent SEMA Financial Benchmarking survey, distributors were asked for their sales outlook for December 2009, January 2010 and February 2010 vs. one year ago. 40.6% forecasted sales to be flat with one year ago, 29.7% forecasted sales to be up and 29.7% forecasted sales to be down.

Of the distributors that forecasted sales to be up, the average increase was 15.6%.

Of the distributors that forecasted sales to be down, the average decrease was 21.4%. (Responses are a three-month rolling average, based on 359 participating distributors.)

Distributor Sales - Top Three Business Types:
Q: What business types were on the sales lists?
A: The top three businesses in August, September and October were:
Installers: 14.8%
Retailer (Jobber): 13.8%
Repair Services: 12.5%

Distributor Inventory Turns:
Q: How many times was inventory turned in the past 12 months?
A: 4.7 times (rolling average of the August, September and October responses).

Retailer Sales Outlook

In the October 2009 SEMA Financial Benchmarking survey, retailers were asked for their sales outlook for December 2009, January 2010 and February 2010 vs. one year ago. 44.2% forecasted sales to be flat with one year ago, 26.1% forecasted sales to be up and 29.7% forecasted sales to be down.

Of the retailers that forecasted sales to be up, the average increase was 14.7%. Of the retailers that forecasted sales to be down, the average decrease was 24.2%.

Retail Sales by Market Segment:
Q: What percentage of sales come from the various market segments?
A: Distribution of retail sales by market segment, October 2009:

Truck, SUV	54.2%
Exterior Accessories	42.7%
General Automotive Repair	38.5%
Wheels and Tires	38.5%
Interior Accessories	37.5%
Restoration	33.3%
Street High Performance	28.1%
Restyling	21.9%
Mobile Electronics	19.8%
Racing/Engine Parts	19.8%
Off-Road	18.8%
Auto Dealership	16.7%
Car Care Products	15.6%
Collision Repair	13.5%
Tools and Equipment	13.5%
Motorcycle	8.3%
Other	12.5%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

*Equals more than 100% because multiple responses possible.

Retailer Inventory Turns:
Q: How many times was inventory turned in the past 12 months?
A: 5.3 times (rolling average of the August, September and October responses).

Want to get the entire report for your business category (manufacturer, WD or retailer)?

Simply sign up for the FREE and COMPLETELY CONFIDENTIAL SEMA Financial Benchmarking program, administered by Hedges & Company, by clicking on the appropriate link below:

Manufacturers
Distributors
Retailers

Participants automatically get the report by e-mail as soon as its released. Non-participating SEMA members can download the report from www.sema.org one month after it's released at no charge. Non-participating non-SEMA members can download the report from sema.org one month after it's released for $99.99.

For all your market research needs, visit www.sema.org/research.

This series of SEMA News articles is based on the idea of using reliable and reputable methods to ensure business success. In upcoming issues, we delve into a range of topics aimed at developing Best Practices through knowledge, motivation and skills. In this month's issue, learn how to find and retain the best people for your business. 

Polk is accepting submissions for its 6th Annual Inventory Efficiency Award, presented to one manufacturer and one distributor/retailer each year at the Global Automotive Aftermarket Symposium, May 18–19, 2010 in Chicago. The award recognizes and rewards outstanding automotive aftermarket companies for process improvements relative to inventory efficiency.

Winners are selected by an independent panel of industry experts who review the nominations. Award winners are self-nominated, and companies can access the submission forms here. More information is available at www.polk.com. The deadline to register for the awards is Friday, February 26.

The Federal Trade Commission plans to come after businesses using bloggers and others in social media to endorse products and services. As of December 1, it will consider hauling flagrant users of cloaked endorsers into court. Read on to learn how to make sure your business is protected from the FTC’s social media scrutiny.

Need a good gift for the gearhead in your life? Find ideas from these new products at the 2009 SEMA Show.

Chrysler is already taking some stick in Jeep quarters for making the 2011 Jeep Grand Cherokee look like nearly every other "soft-roader" SUV on the market. Its unibody construction (and attendant softer ride) is unlikely to change that perception. But a 280 hp base V6 and an available Hemi V8 making 360 hp at least make some additional grunt to placate the faithful.

If these spy shots from Brenda Priddy's network are any indication, however, the new Grand Cherokee looks to be able to handle itself off-road just fine.

Photos copyright Brenda Priddy & Company. Reuse or reproduction without copyright holder's consent is prohibited.

Legislation introduced in the Maryland General Assembly proposes to exempt newer motor vehicles from the state’s mandatory emissions inspection program. Under the SEMA-supported bill, a vehicle would be exempt from mandatory emissions test requirements for four years after the vehicle's model year or first registration date, whichever is earlier.

The bill recognizes that there is little value in testing newer vehicles when it usually confirms that they are compliant given the emissions system durability requirements. More information on the Maryland bill here.

For details, contact Steve McDonald at stevem@sema.org.

 

Help SEMA preserve the hobby—spread the news about SAN!

SEMA members, help us spread the news about the SEMA Action Network (SAN) by placing the free SAN brochure, "Protect Your Passion," on your countertops. The SAN is the industry’s outreach to the hobbyist community and your customers. It is a nationwide partnership of car clubs, individuals and SEMA members who work together to promote industry-friendly laws and regulations.

The SAN brochure describes legislative issues impacting the enthusiast and solutions to keep your products in the marketplace. Topics include vehicle titling, vehicle suspension, inoperable vehicles, lighting equipment, scrappage and modified exhaust systems. “Protect Your Passion" describes how to join the SAN and collectively help protect the hobby.

To request SAN brochures for your store, contact Ethan Landesman at 202/783-6007 ext. 39, or at ethanl@sema.org.

TOP PROMOTERS: Jeff and Cindy Nuckles were named Auto Racing Promoters of the Year at the annual Racing Promotion Monthly ceremony February 8. The Nuckles family are the long-time operators of Ohio’s Columbus Motor Speedway. Washington’s Skagit Speedway and promoter Steve Beitler were recognized with the National Speed Sport News outstanding annual short-track event for the Jim Raper Dirt Cup.

DAYTONA DREAMING: The stock car racing season got off to a big start at Daytona International Speedway with Kevin Harvick winning his second-straight Budweiser Shootout, while 51-year-old Mark Martin became the oldest driver to win the pole for the Daytona 500. Bobby Gerhart earned his sixth ARCA 200 victory at Daytona, while IndyCar Series driver Danica Patrick finished sixth in her stock car racing debut.

DANICA, PART II: In part because of Danica Patrick’s participation, Saturday’s ARCA 200 at Daytona earned a record 2.30 rating on Speed. It was the highest-rated ARCA race in history, drawing 2.34 million viewers. Patrick hits the track again this Saturday, competing in the season-opener for the NASCAR Nationwide Series.

CHASSIS CONTENDERS: IZOD IndyCar Series officials are in talks with Dallara, Lola, Swift and DeltaWing about designing, manufacturing and supplying the series with a new chassis starting in 2012.

BEST OF THE BEST: The inaugural USAC National Driving Champion will be determined by calculating points earned from each driver’s top-25 finishes (regardless of division) throughout the year, with the award winner earning $40,000. USAC also elected Jeff Stoops its Chairman of the Board.

NEW HIRE: Former Indy car racer Adrian Fernandez will drive for Aston Martin Racing this season, competing in at least three races in a Gulf-liveried LMP1 Le Mans entry in the American Le Mans Series and the European Le Mans Series.

LANDED: Former USAC champion Josh Wise has landed a full-time ride with Specialty Racing in the NASCAR Nationwide Series.

FOR SALE: Monroe Motor Speedway in Monroe, Louisiana, a state-of-the-art asphalt track, which opened in 2008, is scheduled to be sold at auction March 17.

UNLEASHED: Patterned after Speed’s popular “Pinks” television series, the National Hot Rod Association has introduced a new racing program known as "Unleashed," which it hopes will cater to a new breed of drag-racing enthusiasts.

ANNIVERSARY TIME: The 50th annual Kragen O’Reilly Auto Parts Winternationals will be held this weekend at Auto Club Raceway at Pomona (California).

SUBSCRIBE: National Speed Sport News has been published weekly since 1934. Subscribe to National Speed Sport News for a special industry rate.

NEWS NUGGETS

	It all kicks off at the annual Winternationals this weekend.

START 'EM UP! 2010 NHRA FULL THROTTLE DRAG RACING SEASON BEGINS WITH THE KRAGEN O'REILLY AUTO PARTS NHRA WINTERNATIONALS: The off-season is gone. The months of preparation are at an end. The wait is officially over as the 2010 NHRA Full Throttle Drag Racing Series season official begins this week at historic Auto Club Raceway at Pomona. And what better way to kick it off than with one of the most anticipated events of the year: the 50th annual Kragen O'Reilly Auto Parts NHRA Winternationals?

The official start of the NHRA Full Throttle Drag Racing season has always been an exciting one, but with the celebration of 50 years of drag racing in the heart of Southern California, past truly meets present, as NHRA stars will swap stories with drag racing legends and fans will have the chance to see some of their favorite drag racing vehicles on display during the event.

"It all starts at the Winternationals," said seven-time and defending NHRA Full Throttle Top Fuel world champion Tony Schumacher. "The biggest names that have ever won championships in racing and just races in general started right there. So that's the place. The history of racing comes from California. To go out and perform at that race from the first get-go, man, you just can't beat it.”

Schumacher and all the famous drivers of the NHRA Full Throttle Drag Racing Series will be on hand to compete in this historical event, which will include more than just great drag racing. Here is a list of some of the special events scheduled for the weekend:

• The Golden 50 Corral Car Show, effectively a museum displaying the cars including Roland Leong's Hawaiian and Don "The Snake" Prudhomme's Hot Wheels Funny Car that laid the foundation for today's 7,000hp, 300-mph dragsters
• Daily Cacklefests, featuring top cars from the last 50 years in one of the oldest traditions in drag racing
• Autograph sessions with NHRA legends, including Shirley Muldowney, "Big Daddy" Don Garlits, Bob Glidden, Kenny Bernstein and many, many more
• Exhibition runs by legendary tribute cars on the Auto Club Raceway track
• The unveiling of the Greatest Moments in Winternationals history: Plus, see NHRA Full Throttle world champions Schumacher, Robert Hight (Funny Car) and Mike Edwards (Pro Stock) begin their title defense against an impressive and highly competitive pool of drivers.

With so much excitement centered around one weekend, one thing is for certain. The 50th annual Kragen O'Reilly Auto Parts NHRA Winternationals is the one race you don't want to miss.

OSCEOLA DRAGWAY JOINS NHRA MEMBER TRACK LISTING: NHRA officials have announced that Osceola Dragway in Osceola, Indiana, has switched to NHRA affiliation for the upcoming 2010 season. This is the first time that the quarter-mile facility, originally built in 1957, has operated under the NHRA banner. Osceola Dragway will participate in the North Central Division's NHRA Summit Racing Series, culminating with the track sending a team of their season's top qualifiers to the Summit Racing Series Finals at O'Reilly Raceway Park at Indianapolis, September 17–19.

Division champions from that event will advance to the Summit Racing Series National Championships held in conjunction with the Auto Club NHRA Finals in Pomona, California, November 11–14. The track will also offer racers the special National DRAGSTER Challenge, the Aerospace Components King of the Track, the NHRA Jr. Drag Racing League Challenge and NHRA Drags: Street Legal Style presented by AAA.

The National DRAGSTER Challenge and the King of the Track events give local racers the opportunity to earn a coveted Wally trophy at their home track.

COMING ATTRACTIONS

KRAGEN O'REILLY AUTO PARTS NHRA WINTERNATIONALS, AUTO CLUB RACEWAY AT POMONA, February 11–14: The 2010 NHRA Full Throttle Drag Racing Series will kick off in sunny Southern California with the 50th anniversary of the Winternationals. Defending event winners include Doug Kalitta (Top Fuel); Ron Capps (Funny Car); and Jason Line (Pro Stock).

NHRA ARIZONA NATIONALS, FIREBIRD INTERNATIONAL RACEWAY, February 19–21: The traditional second stop on the NHRA Full Throttle Drag Racing tour, competitors will head to the Valley of the Sun for the second race in the 2010 season. Defending event winners include Antron Brown (Top Fuel); Ron Capps (Funny Car); and Jeg Coughlin (Pro Stock).

NHRA GATORNATIONALS, GAINESVILLE RACEWAY, March 11–14: The traditional season opener for the Pro Stock Motorcycle category, the NHRA Full Throttle Drag Racing Series heads to this historic event in the swamp lands of Florida. Defending event winners include Larry Dixon (Top Fuel); Bob Tasca (Funny Car); Jason Line (Pro Stock); and Hector Arana (Pro Stock Motorcycle).

HE SAID, SHE SAID

MORE THAN JUST THE SEASON-OPENER: NHRA Full Throttle Series drivers discuss what it means to participate in the 50th annual Kragen O'Reilly Auto Parts NHRA Winternationals:

ANTRON BROWN, MATCO TOOLS DRAGSTER: "This is a great way to kick off 2010 with such an important race. That gold 'Wally' trophy is one that you want to have in your trophy case one day. I can tell you, our whole Don Schumacher Racing Matco Tools team is excited to get back in the swing of things at Pomona. Our goal is to start off the season where we left off last season and that's with a win at Pomona."

ASHLEY FORCE HOOD, CASTROL GTX FORD MUSTANG: "It's a huge event. Everybody is new out there—new sponsors, new fans—it's the race you want to do well at and start your year strong. It definitely gives you a great confidence boost if you are able to start your season on such a great note. It's such a special one, it's going to be cool."

JACK BECKMAN, VALVOLINE/MTS DODGE CHARGER: "The Winternationals has always been the kickoff of the season. It's the race where you get to see all of the new paint schemes, but for me it's always been the local race, too. When you think about it, for a Southern California boy, it's triply exciting to be at my home race track, at the opening season of the year, and where there are so many new things to see."

GREG ANDERSON, SUMMIT RACING PONTIAC GXP: "The first time I ever went to the Winternationals I was about 10 or 12 years old, and my father and I traveled cross-country to go see a big-time drag race. I remember getting to the track and seeing all the heroes that I had watched on TV, and looking up at the snow on the mountains when I was sitting in the stands where it was 80 degrees. It was a sight unlike any other I had experienced growing up in Minnesota. It was such a neat setting that gave me a special feeling that I still have today whenever I pull into the track, and probably the reason why I am racing today."

INSIDE THE NUMBERS

7: That's how many Full Throttle Drag Racing Series drivers have won back-to-back Winternationals titles. Don "The Snake" Prudhomme and Bob Glidden are the only drivers to have won back-to-back Winternationals twice, with Glidden doing it in 1975 and 1976, then repeating in 1978 and 1979, and Prudhomme winning four-straight in Funny Car in 1975, 1976, 1977 and 1978. Doug Kalitta, Ron Capps and Jason Line will try to add their names to that list this weekend at the 50th annual Kragen O'Reilly Auto Parts NHRA Winternationals.

DID YOU KNOW...

...that NHRA unveiled the logo for its newest exciting and interactive experience for spectators and participants, NHRA Unleashed. NHRA Unleashed embraces a new breed of drag racing enthusiast who is looking for pure, doorslammer heads-up competition on the track and a festival environment off the track. NHRA Unleashed will be featured in a series of televised specials that celebrate pure American horsepower. The first of the 2010 NHRA Unleashed events will be June 11–13 at Atlanta Dragway.

TIA President Wayne Croswell and Executive Vice President Roy Littlefield outline the challenges of making tires and wheels a "show with a show" and raising the profile of tire manufacturers at the SEMA Show. Here they address several issues voiced by their member companies.

	Kahn Media's Dan Kahn says the old PR strategies of press releases and free product are now only part of a total marketing strategy.

At 30 years old, Dan Kahn of Kahn Media is redefining the very role of public relations in the automotive aftermarket. By helping companies with real-world budgets like Hotchkis, Red Line Oil, and Spectre dominate the social media and online landscape, Kahn is proving that online smarts and strategy can overcome larger competitors with more traditional marketing plans.

A life-long automotive enthusiast and member of SEMA's Young Executives Network council, Kahn has translated his passion and years of experience in editorial and public relations into a successful career. Here he shares his thoughts on building a successful online media plan:

What has changed about marketing within the performance industry?
"Five years ago, all you needed to do was run print ads, traditional press releases, send out some free parts to editors, and maybe do a press clipping report. Today that strategy will doom you. Back then, 100% of your marketing budget could go to print advertising and it was hard to screw up. Magazines are still important, but today they shouldn't represent more than 20–30% of your marketing budget."

So how should a company look at their marketing in the current landscape?
"The unfortunate reality for a marketing director in 2010 is that the 70% in remaining budget needs to be carved up into little tiny slices. Items such as online advertising; forums; blogs; video content; social media advertising such as Facebook; press releases; keywords; and in bulking up your editorial creation capabilities. Before, all you needed was a fat print budget and a 'PR guy' that could butter up editors and send out free parts. The bulk of the dollars that were going to print now need to be distributed into more resources, more people and a vision and strategy to attack those little slices."

What role does public relations have in this emerging media model?
"While traditional public relations activities—the act of sending out press releases to media and product to editors—are still important, the role has expanded into a 360-degree approach. We spend the lion's share of our time for clients creating content that isn't just a stiff press release. Generating editorial content, video clips, spy shots of new products and answering feedback from forums, websites and blogs all falls under the PR banner in 2010. It's not simple like it used to be. Our clients need a strategy that engages the consumer where he is learning, reading and educating himself."

Let's say you are a successful performance company, but you're not investing online yet. Where do you start?
"Without a doubt, you build yourself a premier website. If you don't have a great web presence, all of your other online marketing will not be effective. Make sure you have a good newsfeed or blog on your homepage, and you need to install Google Analytics so you can track your overall traffic. Then you need to do a good review of your resources: who do you have dedicated to online marketing? If the answer is no one, you need to figure out how to bring some expertise in-house, or hire a company that can help you create a good online plan. It's too difficult and slow to learn it."

Any tips that are low-cost or free to get started with?
"First, collect all of the e-mails that you can get your hands on. Canvas your sales department, customer service department and vendor lists. Getting started with a good e-mail newsletter that gets mailed regularly is a good start. Make sure your website collects e-mail addresses from new visitors. Facebook and YouTube are good websites that can give you free exposure in return for a little time and sweat equity.

Tell us about your strategy with online forums and blogs?
"Forums and blogs have tremendous potential for our clients, but here's the rub: If you can handle the dialog with the customer effectively and also be willing to be totally transparent, it can be great. If you're not yet willing to open yourself up to organic discussion on your products, you will really struggle. You need to be willing to post fresh content, spy pictures, basically release information and provide public customer service. It's not formal and you can open yourself up to criticism, sometimes founded, sometimes not."

Pretend you are a marketing director for a performance company. How do you defend to your CEO a forum post that turns negative, as he questions how you could ever put the company in that position?
"I would tell my CEO that this type of marketing is aggressive and important, but not without risks. Ninety percent of the time when something negative is addressed publicly, the best thing you can do is acknowledge the issue, address it and work to find a resolution. And 10% of the time, you're just dealing with a customer who just isn't going to be happy no matter what. You need to be professional, strong and helpful. And if the CEO comes down on you for the negative press, you need to explain to him or her that you can't please all of the people all of the time. We take a measured risk for engaging the public directly, and it's worth the negative issues when they come up. The only way to avoid this is to avoid engaging the customer, and that's the death of our company."

If you are a young marketer in your company, how should you approach your company principals with new ideas and emerging technologies? Should you be overly persistent in pushing your company into the 21st century? What if they resist?
"Here are a few facts that many people in our industry don't fully appreciate: This year Gen Y will outnumber the Baby Boomer generation, and 96% of them have joined some type of social network. It took TV 13 years to reach 50 million users, yet Facebook added 100 million users in less than nine months. The fastest-growing segment on Facebook is 55–65 year olds. YouTube is the second largest search engine in the world. What does all that mean? Social media is the fastest growing communication method in modern history. Your competitors are getting onboard in a big way. If you're not, you'll be in a defensive position from here on out."

How do you feel about the statement: "This is the way it's always been done so this is the way we will continue to do it?" Do you feel that statement has any merit? As a young professional, should you listen or should you forge ahead?
"In 2010, our industry is built on the shoulders of brilliant pioneers such as Bob Petersen, Vic Edelbrock Sr., Wally Parks and Ed Iskenderian. The model they came up with worked brilliantly for 60 years. It still works. The key is not to consider digital media an "either/or" prospect when compared with print and traditional marketing. The latter two are still vital and necessary. But the former is rapidly becoming the primary form of communication for most modern companies. I believe our mission in YEN, as young executives, is to look forward for the industry as a whole and help shepherd the aftermarket into 2010 with new ideas, new ways of communicating and new forms of enthusiast-driven marketing. It benefits our individual brands and the industry as a whole."

With the emergence of the Internet and social media, do you feel that good old fashion face-to-face interaction skills are lacking with young marketers? How can you best mesh to two worlds together?
"I have found that young marketing people are overly dependent on e-mail. While Blackberry, instant messaging and e-mail communication is great, there's no replacement for a real face-to-face or phone conversation, particularly when you're building a new business relationship. I push all my people to spend as much time on the phone as possible, and we have "e-mail-free" hours where they are only allowed to use phones."

Past president of the Sports Car Club of America (SCCA) Nick Craw will serve as the Grand Marshal of the 25th Anniversary Spec Racer Ford Celebration event weekend April 9–11, at Road Atlanta. Craw served as SCCA president for 17 years. Currently, Craw serves the motorsports community as the head of the Automobile Competition Club of the United States (ACCUS) representing American racing interests on the international scene. For more information on the 25th Anniversary Celebration Event, visit www.srf25.com.

Edelbrock and the Center for Learning Unlimited have once again teamed up in support of helping children with learning disabilities to present the 5th Annual Rev'ved Up 4 Kidz VIP gala charity auction and car show, April 24–25. The weekend kicks off with a gala dinner and charity auction on Saturday evening at “Vic’s Garage” hosted by event organizer Christi Edelbrock. Sunday, Edelbrock hosts the Rev'ved Up 4 Kidz Car Show where all makes and models are welcome. Interested participants can pre-register at www.revvedup4kidz.com. Cost for car entry participation is $40 (advance) or $45 (day of show). A special VIP area is also available in front of the main stage for a $100 entry fee. Show hours are 10:00 a.m.–3:00 p.m., and space is limited. Spectator entry is free, however, $5 donations will be accepted and appreciated. Vendor space is available and vendors are welcomed.

Meyer Distributing added a new cross dock in Nashville that will act as a key location for the company’s distribution network. Meyer will provide route delivery to the Nashville metro area, Clarksville, Columbia and greater Tennessee from the new location.

The Association of Diesel Specialists Guadalajara regional event is set for May 19–23, at the Camino Real Hotel in Guadalajara, Jalisco, Mexico. The event showcases technical training courses and new technologies regarding fuel-injection systems. Attendees will also have the chance to explore the packed exhibit hall for the latest products and resources available to them. For more information, contact Virginia Morett or David Fehling.

Skyjacker is offering a $35 consumer rebate on all Skyjacker HYDRO H7000 Series and NITRO N8000 Series Shocks and Leveling kits. Unlike similar promotions, the rebate does not require the dealer to fill out any paperwork. Dealers simply sell the product, and the consumer and Skyjacker handle the rebate portion of the transaction. Skyjacker is running full-color ads in many of the nationwide off-road magazines and online sites to steer consumers into your shop for this rebate. The promotion runs from March 1–May 31. For more information, visit www.skyjacker.com/shockrebate.

Continental Tire North America announced a name change that better reflects the growth of the tire maker in both North and South America. Previously known as Continental Tire North America, the new name for the passenger and light-truck and commercial vehicle tire divisions in the region is now Continental Tire the Americas LLC. One of the key actions in 2009 that led to the decision to modify the name was the acquisition of a leading passenger, light-truck and commercial tire company in Latin America, Compañia Ecuatoriana del Caucho S.A. (ERCO).

RCH Designs announced the opening of its “Studio Garage,” a white room that is 25-ft. long and 35-ft. wide with a custom silk ceiling baffle. The studio has lighting options for video and still photography. The studio currently offers the use of basic tools and machinery (air compressor and air tools, work bench, cordless power tools, wrenches, sockets, etc). More information is available from RCH Designs.

Fear This Inc., a non-profit organization that provides safe-driver education to teens, has incorporated five exercises in its program that teach drivers to think and react quickly. Based on the Emergency Vehicle Operation Course (EVOC) undergone at all levels of law enforcement, Fear This Inc., founded by Woodrow Gaines, employs the Teen Vehicle Operation Course taught by peace officers and certified EVOC instructors. For more information, visit www.fearthis4life.org.

Know someone who has moved on? Moved up? Let us know. Send releases for "Movers & Shakers" to editors@sema.org.

Visit MRC's website.

MRC Names Chris Fairless New Chair-Elect

The MRC Select Committee has named Chris Fairless of Fairless Sales & Marketing to the position of chair-elect. Fairless is a current MRC Select Committee member and will take over duties as chair-elect on July 1. Fairless stated, “I’m honored to be selected as MRC’s chair-elect. I’m looking forward to the future challenges and the opportunities. I’m excited to be involved with SEMA and MRC and hope to inspire more people in our industry to get involved. There are great opportunities ahead!” When Fairless assumes chair-elect duties on July 1, current chair-clect Wade Cobb of HAPCO will become chairman of MRC, when Joel Rosenthal’s two-year term as MRC chairman ends. At that time, Rosenthal will assume his new role as the MRC immediate past chairman/advisor.

Manufacturers Seeking Rep List Now Available!

Manufacturers’ representatives are encouraged to contact Staci Bostock at stacib@sema.org to request the Manufacturers Seeking Rep List, which is available at no cost.

Compiled using information collected from manufacturers prior to the 2009 SEMA Show, the listing contains details on manufacturers currently seeking the services of manufacturers’ representatives along with the lines available and company contact information. The list was originally available in the MRC Rep Center during the week of the Show.

2010 MRC Long-Range Planning Meeting at PWA

MRC will be conducting its annual Long-Range Planning meeting in conjunction with the Performance Warehouse Association (PWA) Conference at the Arizona Grand Resort on Saturday, September 25, 2010. All reps are welcome and encouraged to participate in this open forum and address issues faced daily by reps in all segments of the automotive industry. Bring your ideas and suggestions to raise the bar for all manufacturers' reps.

For us to be able to accommodate attendees with food and beverage, we ask that you take a moment and contact Staci Bostock at 909/396-0289 ext. 104 or e-mail stacib@sema.org.

MRC Column in SEMA Member News

Read MRC's column featured in the January/February issue of SEMA Member News.

For information about MRC, contact Staci Bostock.

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Visit ARMO's website.

ARMO Column in SEMA Member News

Read ARMO's column featured in the January/February issue of SEMA Member News.

For more information about ARMO, visit the council's website.

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Visit HRIA's website

HRIA Column in SEMA Member News

Read HRIA's column featured in the January/February issue of SEMA Member News.

For more information about HRIA, visit the council's website.

 

 

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Visit LTAA's website.

LTAA Column in SEMA Member News

 

Read LTAA's column featured in the January/February issue of SEMA Member News.

For more information about LTAA, contact Jim Skelly.

 

 

 

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Visit MPMC's website.

Wet Weather Fails to Dampen Spirits at Annual Media Trade Conference

The 2010 Media Trade Conference, hosted by SEMA's Motorsports Parts Manufacturers Council (MPMC), coincided with one of the wettest weeks on record in Southern California—unfortunate for those who came from colder climes seeking a little West Coast sun and warmth.

	Media attendees of the annual Media Trade Conference can gather months of editorial content over the event's three days.

For three days from January 19–21, 100 manufacturers met with editors and writers throughout the day in a series of half-hour meetings. For manufacturers it's a chance to put their newest products in front of the enthusiast media. For editors, it's a way to nail down several months (in some cases an entire year's) worth of editorial projects.

SEMA News took the opportunity to meet with member companies to not only learn about their new products, but also the overall business climate. We were relieved to learn that most businesses are fairly optimistic about recovery in 2010, embracing a feeling that the worst has passed.

Judging by the investment these companies have made in new-product development, from Edelbrock's venture into supercharging to Yokohama's "green" tires, 2010 looks to have gotten off on the right foot for enthusiasts and specialty-equipment businesses alike.

MPMC Column in SEMA Member News

Read MPMC's column featured in the January/February issue of SEMA Member News.

For information about MPMC, contact Jim Skelly.

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Visit PRO's website.

PRO NovemberFest Is Huge Success

	PRO Chairman Karl Stearns credits the hard work of the council members for the success of the group's NovemberFest at the 2009 SEMA Show.

The first-ever PRO Industry Awards reception held at the SEMA Show was an overwhelming success for the PRO council. Branded "NovemberFest," the reception played to a packed house, as more than 200 attendees filled Ballrooms D, E, F and G at the Las Vegas Hilton to standing room only. The evening included a free commemorative event T-shirt, German-themed food and bar menus and presentations of PRO’s annual industry awards.

"I am so proud of this council,” said PRO Chairman Karl Stearns. “At our LRP in June, the idea for a reception was introduced. Someone suggested we come up with a brand for the event so that it wouldn’t just be another reception. Someone else suggested NovemberFest, and the Select Committee was off and running. Select Committee members designed the logo, menu, T-shirt and the bookmark invitation concept and solicited sponsorship monies.

"SEMA did the final invitation layout, and we kept them apprised every step of the way to make sure nothing fell off the track. At the Show, we all pushed the invitations from our booths and in the aisles. The process was a textbook volunteer cooperation. The success of the actual event is icing on the cake. We’re already looking forward to next year!"

NovemberFest was held on Tuesday, November 3, from 5:30 p.m.–7:30 p.m. at the Las Vegas Hilton.

PRO Column in SEMA Member News

Read PRO's column featured in the January/February issue of SEMA Member News.

For information about PRO, contact Jim Skelly.

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Visit SBN's website.

Discover the SEMA Mentoring Program—Powered by the SBN

“I’ll get by with a little help from my friends…” - Joe Cocker

Everyone needs help or expert advice from time to time, and SEMA’s Mentoring Program is an excellent resource to get answers to all your questions. Whether you need to know more about SEMA, market information for a start-up company or advice on how to approach your boss about a new position, the SEMA Mentoring Program can help.

“Ask A Mentor” is perfect for one-time questions. You can expect multiple SEMA mentors to provide online guidance and answers to your industry-related questions.

Short-term Assistance/Guidance is for help with a specific project or task. A SEMA council/committee mentor with the expertise you seek will be paired up with you to provide guidance with your project.

Long-term Relationship is helpful for developing your professional career. In this program segment you will be paired with a SEMA council/committee mentor who will provide guidance and assistance for ongoing career development or a long-term project.

So whether you just need an answer to a question or you want to cultivate a mentoring friendship, the SEMA Mentoring Program—Powered by the SBN is available to help. After all, we can all use a little help from our friends.

Visit the SEMA Mentoring Program now.

SBN Column in SEMA Member News

Read SBN's column featured in the January/February issue of SEMA Member News.

For information about SBN, visit the committee's website.

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Visit SPC's website.

SPC Column in SEMA Member News

Read SPC's column featured in the January/February issue of SEMA Member News.

For information about SPC, contact Nathan Ridnouer.

 

 

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Visit WTC's website.

WTC Column in SEMA Member News

Read WTC's column featured in the January/February issue of SEMA Member News.

For information about WTC, contact Jim Skelly.

 

 

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Visit YEN's website.

Join YEN

Did you know that the SEMA Young Executives Network has more than 500 members networking in the industry and is the largest SEMA committee? If you are employed by a SEMA-member company and are under the age of 39, then you can join the SEMA Young Executives Network for FREE. If you are interested in becoming part of the team, please visit our website at www.sema.org/yen.

YEN Member of the Month Spotlight

Did you know that YEN has a Member of the Month Spotlight on the SEMA website and that anyone can be nominated? To view previous selections or to make a nomination, visit www.sema.org/yen.

YEN Column in SEMA Member News

Read YEN's column featured in the January/February issue of SEMA Member News.

For information about YEN, contact Nathan Ridnouer.

SEMA’s enjoythedrive.com website now features a Cool Rides section with photos of all display vehicles showcased at the 2009 SEMA Show. The collection is searchable by make, model, exhibiting company name and more, making it simple for users to search and find their favorites. See 'em all here. 

Following are dates and locations for several upcoming SEMA-sponsored shows and activities. Click on an item for more details.

The manufacturers and installers listed below are committed to SEMA’s Pro Pledge, a free warranty program offering 36-month/36,000-mile protection on custom parts and accessories purchased through participating dealers and installers. For more information on Pro Pledge, visit www.ProPledge.com, e-mail propledge@motormediainc.com, or call 818/248-4449.

Manufacturers

• Katzkin Leather
• Roadwire
• MITO Corporation
• Classic Design Concepts
• Inalfa Sunroofs
• Webasto

Installers

• ATD
• Auto Trim Restyling
• Automotive Essentials
• Classic Soft Trim
• Tops and Trends
• Truckers Toy Store

SEMA-member companies have posted several new listings for job opportunities (view all here). Working for a SEMA-member company has many advantages. In addition to working for a company that supports and contributes to the success of the overall industry, being employed by a SEMA-member company enables employees to participate in webinars, access free market research, join SEMA committees and more.