Business Tools

Strategic Partnerships: Reaching New Customers Through Non-Traditional Channels


  Zan Martin

In today’s business environment, companies have to be more creative than ever with their marketing budgets. Some companies are finding success in combining resources to reach a new consumer base using both traditional automotive channels and non-automotive channels. By developing strategic partnerships, marketing efforts can be expanded without breaking the bank.

The SEMA Education Institute (SEI) will feature a panel of industry veterans to take a deeper dive into this subject at the 2011 SEMA Show, Wednesday, November 2, from 9:30 a.m.–10:30 a.m. at the Las Vegas Convention Center.

This intriguing discussion, moderated by Zan Martin, president of Martin & Company Advertising, will challenge you to consider new ways to market your company and reach an all-new customer base.

Panelists will include:

  • Tim Martin, vice president, K&N Engineering, has various responsibilities in sales, marketing, operations and information technology. K&N is the market-leading manufacturer of performance air filters and air intake kits. Martin leads K&N in a variety of automotive-oriented marketing as well as non-traditional consumer events, advertising and promotions.
  • Jim O’Connell, vice president and chief sales officer, NASCAR, oversees all assets carrying the NASCAR trademark, including the divisions of partnership marketing, business solutions, automotive aftermarket, licensing and new business. He began his tenure with NASCAR in 2006 as vice president of corporate marketing, and has also held senior management positions with Viacom, the NFL and Frito-Lay. With a large and growing national fan base, NASCAR has relationships with more major corporations than any other sport and is demonstrated to produce measurable results for its sponsors.
  • Myles Kovacs, president and co-founder, DUB Publishing, is a leading voice of the influential, trendsetting youth market. He connects with young consumers through America’s influencers—entertainers, media, hot product designers and mainstream corporations—and through his cornerstone asset, DUB magazine. Kovacs has propelled DUB Publishing Inc. and its family of companies into an annual $50 million-plus business. He has partnered with such organizations as Best Buy, Chrysler, Energizer, General Motors, Microsoft, Mobil 1, NASCAR, Procter & Gamble and Wal-Mart, targeting the youth market. Newsweek named Kovacs one of the nation’s “10 Big Thinkers for Big Business in the 21st Century.”
  • Todd Hoffman, vice president of sales and marketing, A.R.E Truck Caps & Truck Accessories, has been responsible for the development of the company's technical support and warranty departments, as well as implementation of e-tools, e-lead systems, e-marketing and dealer-based support initiatives. He has been active in broadening A.R.E brand awareness among non-traditional markets, including the recent build of a Pro Football Hall of Fame F-150 project vehicle and participation in music festivals and outdoorsman events whose audience demographics attract high numbers of truck owners.
  • Dennis Kurtz, Showgun Entertainment, specializes in artist development. He has been involved in sponsorship programming, execution and artist relations/brand relations. He has been involved with sponsorships for Janet Jackson, *NSYNC, Backstreet Boys, Travis Tritt, George Strait Country Music Fest, Ozzfest, Matt Stillwell, Jason Sturgeon and more. His expertise is in ensuring that everyone wins and all deal points are realized for both sides.

Don't miss this intriguing panel discussion that will challenge you to consider new ways to market your company. Join us Wednesday, November 2, at 9:30 a.m. at the Las Vegas Convention Center, Room N257.

View the entire SEMA Show Education Days calendar.

Other sessions you may be interested in:

Date: Mondy, October 31

Time: 9:30 a.m.–10:30 a.m.
Session: How to Build Synergy Between Your Advertising, Marketing, PR and Social Media Campaigns
Presenter: Tom Marx, The Marx Group

TIme: 11:00 a.m.–12:00 p.m.
Session: 8 Steps to Master Marketing
Presenter: Jon Goldman, Brand Launcher

Time: 1:00 p.m.–2:00 p.m.
Session: Shoestring Marketing – The Media Conundrum
Presenter: Larry Mersereau,

Time: 3:00 p.m.–4:00 p.m.
Session: The Moment of Truth – Converting Shoppers to Buyers, Upselling and Creating Evangelists
Presenter: Larry Mersereau,

Wednesday, November 2

Time: 9:30 a.m.–10:30 a.m.
Session: Strategic Partnerships: Reaching New Customers Through Non-Traditional Channels
Panel: Zan Martin, Martin & Company Advertising; Myles Kovacs, DUB; Tim Martin, K&N Engineering; Jim O’Connell, NASCAR; Todd Hoffman, ARE Accessories; Dennis Kurtz, Showgun Entertainment

1:00 p.m.–2:00 p.m.
Session: Changing Landscape of Media
Presenter: Steve Parker Jr., Levelwing

Thursday, November 3

Time: 9:30 a.m.–10:30 a.m.
Creating Store Layouts that Sell, Sell, Sell!
Presenters: Kizer & Bender

Time: 11:00 a.m.–12:00 p.m.
Session: Retail Revolution: How to Make Your Store Stand Out
Presenters: Kizer & Bender

All sessions will be held at the Las Vegas Convention Center, Room N257.