By Barry Alt, Motorhead Digital
At the 2024 SEMA Show, the buzz wasn't just about cutting-edge builds and killer new products—it was also about getting back to the fundamentals. One packed SEMA Education session brought together a powerhouse panel of experts to share insight on branding, photography, videography, and digital marketing, specifically for the automotive aftermarket. Moderated by Dean Heckman of Motorhead Digital, the talk provided authentic, field-tested advice from professionals who are experts in the automotive aftermarket, branding, and marketing.
1. Branding: It Starts with Identity and Ends with Legacy
Expert: Jeff Cohen – Chief Marketing Officer, Branding Strategist, Former Executive at CBS, NBC, Turner, Paramount; NASCAR and Olympic Committee Brand Consultant
Cohen kicked things off by reminding the audience that your brand is more than your shop's name or your logo—it’s the impression you leave behind. With decades of experience leading branding for major networks and sports organizations, Cohen understands how to build a brand that speaks clearly and consistently.
He emphasized that in the automotive aftermarket, where competition is intense and consumer loyalty is earned through trust, your brand is what makes people decide to walk through your shop door, click on your website or purchase a product.
"Branding is the experience someone has before, during, and after they interact with you," Cohen explained. "It's about being memorable in a way that aligns with your values and their expectations."
He shared how even massive companies like NBC or NASCAR stay relevant by anchoring their brand in familiarity while evolving the message over time. For local and regional shops, he advised applying the same principle: build a brand you believe in and stick with it long enough to let others recognize it.
Panel Tip: Consistency is key. If you're constantly changing your logo, colors, fonts, or messaging, you're not building trust—you're creating confusion.
Real-life example from the audience: A shop that was once known primarily for bedliners expanded into full-service off-road customization. Cohen recommended telling the evolution story in your marketing, rather than hiding from it. Embrace your legacy and use it as a foundation for your future.
Cohen’s Branding Toolkit:
- Create a brand guide (logos, colors, tone, fonts)
- Audit all touchpoints quarterly for consistency (website, invoices, social profiles)
- Develop your origin story and incorporate it into your About page and social media content
- Identify your brand archetype (e.g., Rebel, Hero, Craftsman) to guide messaging
2. Photography: Visuals that Validate and Connect
Expert: Annette Bauer – Owner of Annette Bauer Creative, Professional Photographer, Marketing Veteran, Gearheads n’ Gasoline Podcast Co-host, SBN Select Committee Member
Bauer brought a unique blend of technical expertise and cultural insight to the panel. With over 20 years of experience in marketing and a deep passion for motorsports, Bauer understands how visual storytelling connects brands with genuine enthusiasts. Her message to the SEMA audience was clear: professional photography isn’t a luxury—it’s a strategic necessity.
"Stock photos can be a starting point, but they won't tell your story," she said. "Your shop, your people, your builds—those need to be front and center."
She emphasized that customers want to feel a connection before they trust a brand. One of the best ways to create that is through consistent, high-quality photography that shows the real people and passion behind the builds. She highlighted how customers judge your professionalism within seconds based on what they see on your homepage or Instagram grid.
Bauer illustrated the point with a comparison: "Imagine walking into a shop that’s spotless, well-lit, and organized versus one that’s dark, cluttered, and unwelcoming. That’s what people feel when they land on your website. Your photos are your lobby."
She encouraged shop owners to invest in content days—full-day photo shoots that yield dozens of evergreen images for future use across digital, social, and print platforms. Bauer also talked about developing a visual signature, something she’s intentionally crafted for her own work.
"When people see my work, they know it’s mine—before they see the byline. That’s branding through photography. Your visuals should be just as recognizable as your logo."
Bauer touched on the need for diversity in shots as well: action shots, stills, wide angles, details, behind-the-scenes, and lifestyle images all contribute to a complete visual narrative.
Actionable Advice:
- Use high-quality images in digital and print
- Build a style guide so your visual voice stays consistent
- Plan quarterly content shoots to create a rolling asset library
Personal Note: Bauer is also a strong advocate for women in motorsports, encouraging others to explore photography, wrenching, and racing. "Get involved. Get dirty. Show up."
Bauer’s Photography Toolkit:
- Schedule seasonal shoots to refresh marketing material
- Shoot at golden hour for natural lighting when possible
- Use a mix of wide, detail, and portrait shots to tell full stories
- Edit photos for brand consistency (color grading, crop ratios)
- Store all assets in a cloud-based, organized library for reuse
3. Videography: From Grit to Storytelling Powerhouse
Expert: Nicolas Russo – Founder, NMR Media; Automotive Videographer, Creative Director, Content Strategist
Russo energized the audience with his passionate take on why video content is the most powerful storytelling tool in a brand’s digital toolbox. As a self-taught filmmaker and founder of NMR Media, Russo has built his business on the belief that automotive brands thrive when they stop selling and start connecting emotionally.
"I film to capture the heartbeat of a build," he said. "Every shop, every car, every owner has a story. My job is to help them tell it."
Throughout the session, Russo shared that many shop owners hesitate to do video because they think it has to be polished or expensive. He pushed back on that myth: "The best thing you can do is start with your phone and just be real. Perfection isn’t what makes people trust you—authenticity is."
He shared how some of his most successful videos weren’t cinematic shop tours but 30-second reels that showed behind-the-scenes moments, small shop wins, or even humorous outtakes. These snippets, he explained, generate more engagement because they make the brand feel human and relatable.
"People don’t just want to see what you build. They want to feel your passion. They want to see your crew laugh, struggle, win. That’s the magic of video."
Russo also stressed the importance of planning content around platforms. A video made for YouTube won't automatically perform well on Instagram or TikTok. Instead, he encouraged batching content with repurposing in mind—shooting once, editing multiple ways.
Practical Breakdown:
- Use vertical format for Reels and TikToks
- Use horizontal for YouTube and web embeds
- Capture extra B-roll to maximize repurposing
- Focus your message: What are you showing? What do you want the viewer to feel?
Favorite Quote: "Start with what you have. The best camera is the one you know how to use."
Russo’s Video Toolkit:
- Use a gimbal or tripod for steady shots
- Capture behind-the-scenes footage even if it doesn’t get used right away
- Light interviews properly (ring light, softbox, or natural light)
- Use royalty-free music platforms for soundtracks (e.g., Artlist, Epidemic Sound)
- Always shoot at the highest resolution your camera allows (4K ideal for cropping)
4. Digital Marketing: Your Website is Home Base
Expert: Barry Alt – Founder of Motorhead Digital, Digital Marketing Strategist, Gearheads n’ Gasoline Podcast Co-host, ARMO Select Committee Member
Alt brought his deep technical and strategic marketing background to the panel with one mission: to demystify digital marketing for shop owners. With decades of hands-on experience helping automotive businesses modernize their online presence, Alt delivered a clear and compelling message.
"Your website is your most important salesperson. It never sleeps. But it can also silently lose you business if it's not set up properly," Alt said.
He highlighted common issues he encounters when auditing automotive websites, including slow load times, a lack of clear call-to-action elements, inadequate mobile optimization, outdated designs, and inconsistent branding. "Most shops put time and money into their storefront, but they ignore their digital storefront—and that’s where your first impression is happening."
Alt explained that SEO is no longer optional. With more customers searching locally online before picking up the phone, your website, Google Business Profile, and digital content all need to be aligned and optimized. "Google doesn't care who you are. It cares that you're the best answer to a searcher's question."
A key part of his talk focused on building systems for scalability. He encouraged business owners to document repeatable processes and develop a digital marketing rhythm that could grow with the business. This includes content calendars, analytics dashboards and integrated email campaigns.
Alt also addressed the emotional and practical challenges of scaling from a solo entrepreneur to a team. He reassured shop owners that it's okay to let go of tasks and delegate when the business outgrows their personal bandwidth.
Alt's Answer: Start delegating when you're stretched too thin to be effective. You don’t have to do it all. Hire freelance marketers, digital marketing agencies, videographers, or designers. Build a team you trust so your brand can grow without losing its personality.
Delegate When:
- You’re doing tasks outside your expertise (web, social, SEO)
- You want to grow past regional markets
- You’re missing out on leads because of poor visibility
How to Start: Hire freelance or digital marketing talent. Test partnerships. Define your voice so others can represent you well.
Alt’s Marketing Toolkit:
- Keyword-rich blog posts that answer real customer questions
- Photography and videos from the shop embedded on your homepage and website
- A content calendar plan that connects email marketing, blogs and social media
- Analytics to see what works, what doesn’t and fine-tune over time
Memorable Quote: "Google doesn't care about your business. It cares about helping its users. Be the best answer, and you’ll win."
Final Lap: Keep It Simple, Keep It You
The 2024 SEMA Show digital marketing panel made one thing crystal clear: authenticity, strategy, and consistency are your best friends. Whether you're just launching a new automotive aftermarket business or you’re managing a decades-old restoration shop, getting the basics right will always be the winning formula.
Show your work, tell your story, and focus on what makes your brand human. When you're ready to scale, bring in people who believe in your vision and know how to bring it to life.