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ETTN Member Insight: What's New in Consumer Buying Habits? Find Out From Dennis Michael of Holeshot Brandworks

By Ashley Reyes

DennisDennis Michael is the latest SEMA Emerging Trends & Technology Network (ETTN) member to share his insight on how his company pivoted during the pandemic and utilized technology to keep business moving forward.

Michael is the owner of Holeshot Brandworks, an branding agency that works with aftermarket companies.

SEMA: How has your company pivoted during the pandemic?  

Dennis Michael: It has given us time to write our book The Automotive Branding Guide.

SEMA: What technology tools, new or old, have you leaned on recently?

DM: We have leaned on social media and zoom. 

SEMA: What new trends have you noticed with sales and marketing?

DM: Membership and subscription sites are growing in popularity. Finding greater meaning and belonging is being sought after not only by consumers but business owners as well. Quality over quantity is trending in consumer buying habits. Social media is being leaned on quite a bit for marketing. Authentic voices and content are being developed.

SEMA: What, if any, changes in business do you feel will outlive the pandemic?

DM: Remote working or hybrid models will become normal. Zoom meetings between client and contractor are now perfectly ok to conduct. Listening will need to be relearned by many as well as basic social skills.

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