Eighty-eight percent of consumers are unlikely to return to your website if they can’t navigate the page, and research shows that more than half of all websites in the automotive aftermarket are in need of updating.
Barry Alt of Motorhead Digital shares analyses of websites from more than 450 aftermarket restoration, performance and restyling shops.
In today’s digital age, maintaining your business’s online presence and website is more crucial than ever before. User experience is the key to success and higher conversions, and ignoring your online presence can result in a customer’s ability to find you or navigate your service, and encourage them to shop elsewhere.
In a recently released recording of the 2021 SEMA Show Education seminar “Why Ignoring Your Online Presence is Costing You Money,” Barry Alt of Motorhead Digital shares analyses of websites from more than 450 aftermarket restoration, performance and restyling shops.
“In our research, we learned that 55% of industry websites look unprofessional,” said Alt. “Ninety-four percent of first impressions are from people coming to your website and your design. Eighty-eight percent of consumers are unlikely to return if they can’t navigate your website.”
Alt shares real-world examples and research on how companies build an amazing website, rank better in search and get people to their site for free and how to spend money that produces real results.
The seminar is available at semashow.com/education to both SEMA members and nonmembers at no cost. The Virtual Education Portal includes a comprehensive collection of educational webinars and resources targeted to the automotive aftermarket. New seminars are added regularly. Among the newest additions are the following recordings from the 2021 SEMA Show:
Emissions Compliance: What You Need to Know (Track: Legal and Regulatory)
Middle East Tazweed (Track: International Roundtables)
SEMA State of the Industry (Track: Aftermarket Updates and Future Trends)
Small Business Hacks: 25 Shortcuts for Your Success (Track: Small Business Strategy)
Innovative speakers and dynamic presenters who can share new ideas, technologies and expertise with the industry are invited to apply to present at the 2022 SEMA Show and in the association’s year-round virtual education program by visiting www.sema.org/speakers.
Speaker proposals for the 2022 SEMA Show must be submitted by January 7, 2022.
The SEMA Education Program helps industry professionals gain new skills and ideas, and learn about new trends and topics from the automotive aftermarket’s top experts and presenters. The year-round virtual program, which saw thousands of SEMA members participating since its debut in January 2021, provides thought-provoking, forward-thinking webinars that help participants take their businesses and careers to the next level. Likewise, educational seminars are an essential component of the SEMA Show where industry professionals come to network in person and learn new business strategies.
Topics of interest for 2022 include:
Aftermarket Updates and Future Trends
Digital Marketing
Automotive Electronics
Legal & Regulatory
Small-Business Strategy
Electric Vehicles
Vehicle Technology
Leadership
Business Management
Speaker proposals for the 2022 SEMA Show must be submitted by January 7, 2022. Virtual education proposals can be submitted at any time throughout the year. Submit a proposal today at www.sema.org/speakers.
For more details, contact Gary Vigil, SEMA senior manager of professional development, at garyv@sema.org or 909-978-6738.
SEMA launched a new online education library to provide the automotive aftermarket with easy and affordable year-round access to experts and leaders.
The new SEMA Virtual Education Portal at sema.org/education includes a comprehensive collection of educational webinars and resources targeted to the automotive aftermarket.
From technical details about advanced driver-assistance systems (ADAS) and legislative and advocacy updates, to best practices and tips on common business skills and behind-the-scenes conversations with industry leaders, celebrities and icons, the new SEMA Virtual Education Portal at sema.org/education includes a comprehensive collection of educational webinars and resources targeted to the automotive aftermarket.
“The SEMA Virtual Education Portal provides the automotive aftermarket with a one-stop-shop of industry-leading education and resources that will support the industry throughout the year,” said Gary Vigil, SEMA senior manager of professional development. “The portal is user-friendly and provides businesses and employees a convenient way to learn best practices and increase their knowledge in order to advance in their careers.”
Employees of SEMA-member companies will have the distinct advantage of being able to access most education at no cost or at a discount, but all sessions are available to anyone in the industry—regardless of SEMA membership status. SEMA Show education is free to everyone. New users will need to create a free individual user profile and log on to the system.
Recordings of 2021 SEMA Show Education seminars (to be added in the coming months).
Live and simu-live virtual sessions that allow participants to connect with speakers in real-time.
Recommended sessions, based on individual profiles.
Easy-to-find sessions sorted by categories, topics and industry segments.
A personal dashboard of purchased or registered items.
“We collaborate with leading subject-matter experts and the most dynamic speakers to bring the industry the best experience possible,” added Vigil. “Participants of the education program can expect comprehensive presentations, insightful discussions, and entertaining videos that teach, inform and inspire.”
More than 50 on-demand sessions are already housed on the SEMA Virtual Education website. Searchable categories include but are not limited to marketing and sales, small business strategies, legislative and regulatory, trends and research, vehicle technology and professional development. New content will be added weekly.
Users can access the program and create a personal profile at sema.org/education.
In advance of the nationwide premier of the SEMA Battle of the Builders one-hour television special airing on the HISTORY Channel on January 23, 2022, viewers can check out this ’34 Ford 5 window coupe that Troy Gudgel of BBT Fabrications brought to the SEMA Show.
As one of the Top 12 in the Hot Rod category, the vehicle features virtually all reworked or replaced sheet metal and the powerplant in this coupe is a 427 LS bolted to a BDS supercharger which is topped by a 4-port Hilborn injection system. All four corners flaunt genuine Halibrand magnesium wheels complemented by Kinmont-style disc brakes from Walden Speed Shop.
The interior panels were machined out of aluminum including the custom “era-correct” A/C vents. Dakota digital gauges were added into the hand-formed dash. Custom-built seats finish off the immaculate interior of this hot rod. Click on the video to watch the full story behind this build.
To see more on the SEMA Battle of the Builders program, mark your calendars for January 23, 2022, and tune in to the HISTORY Channel at 9:00 a.m. (EST). Details are also available at www.semabotb.com, or SEMA’s YouTube channel.
Editors, reporters and editorial teams from all over the world will connect with manufacturers of racing and performance parts and accessories at the MPMC Media Trade Conference, taking place entirely online January 25–27, 2022.
While the deadline for priority registration has passed, journalists can still sign up to participate by visiting www.sema.org/mtc. Personalized schedules will be created for media, based on the companies they select during the application process.
Below are top reasons why media should not miss out on the event:
Not your average conference: Unlike traditional trade shows, where manufacturers are focused on buyers and making sales, exhibitors are here to share information with journalists. They are prepared with press materials and have staff who can answer a reporter's questions.
Personalized schedules: Media will select which manufacturers fit their editorial needs and match their target audience, so only meetings that are requested and relevant are scheduled.
Meet up to 14 exhibitors a day: By attending all three days of the conference, journalists can have up to 42 quality meetings (up to 14 each day) with representatives from manufacturers of racing and performance products who come prepared to discuss everything from their newest product line to changes at their company to industry trends.
Live product demonstrations: The event includes dozens of manufacturers sharing new products, company updates and plans for the future race season. Meetings are private and live, and they take place through video.
Media participation is free: This exclusive and affordable opportunity is free to media, making it the ideal event for journalists to obtain editorial content on the latest industry news and trends that can be shared to their audience throughout the year.
Learn more and sign up at www.sema.org/mtc or contact pr@sema.org.
Following three days of competition at the 2021 PRI Trade Show in Indianapolis, the Hot Rodders of Tomorrow (HROT) has announced its 2021 National Champion team as the high school squad E3 Spark Plugs from Burton Center for Arts & Technology in Virginia.
Team E3 Spark Plugs from Burton Center for Arts & Technology in Virginia.
“It was good to be back, and [we] appreciate all the support of SEMA, Performance Racing Industry (PRI), our sponsors, volunteers, schools, teachers and parents who make this possible. We will be back in 2022 and are looking forward to it,” an HROT representative said.
The E3 Spark Plugs team was led by instructor Chris Overfelt and finished with an average time of 20 minutes and 51 seconds. Second place went to the Forsyth Central High School team sponsored by SCAT, which came in with a time of 22 minutes and 2 seconds. Third place went to the Moroso team from C.D. Hylton High School, who finished with a perfect engine build with a time of 22 minutes and 23 seconds.
The timed engine-building competition sees teams of high-school students disassemble and reassemble a small-block Chevrolet engine in less than 33 minutes (including penalties). Winning teams receive scholarship opportunities to various technical schools.
For a video of the awards ceremony, visit the Facebook Live recap here. For more information, visit hotroddersoftomorrow.com.
Get an inside view of the PRI Trade Show at the Indianapolis Convention Center in the heart of the hardcore racing industry. While at the Show, racing manufacturers and service providers gained direct access to the worldwide racing marketplace. Exhibitors got face-to-face with buyers for hands-on sales presentations, and business was done. Show attendees also enjoyed a wide variety of in-depth educational seminars, networking events and conferences that took place during the Show.
Crystal Wiken is the SEMA Young Executives Network’s (YEN) newest spotlight member. Wiken is the digital marketing coordinator at BOLT Lock, a subdivision of STRATTEC Security Corp.—one of the world's largest producers of automotive locks and keys.
Learn about Wiken’s career in her interview with SEMA below.
SEMA: What is the best advice you have ever received?
Crystal Wiken: The best career advice I’ve received is, “If you want to succeed, you need to stand out on your own. People respond to truth and authenticity.” It's important to be to be creative and stand out both in my work and in how I hold myself out in the world.
SEMA: What keeps you in the industry?
CW: I did not once see myself in the automotive industry, but I’m sure glad that I found myself here. Things are always changing, and they’re always exciting and fun. The atmosphere is one of the things I love the most. While networking, I find that everyone is passionate not only about their specific roles, but also the industry as a whole. It’s exciting to be a part of something much more—it’s more like a community.
SEMA: Where can you be found on a Saturday?
CW: On a Saturday you can find me with a Starbucks in hand, playing with my three dogs and going on drives in our Mustang!
SEMA: How do you prepare for an important meeting?
CW: In a few steps: identify the purpose for the meeting, pinpoint details, spread the word, finalize agenda and drink lots of coffee!
SEMA: If you could go to lunch with one industry leader, living or dead, who it would be?
CW: Our family consists of huge Ford fans. I’d love to go to lunch with Henry Ford! How cool?! Not only was he the founder and leader of Ford Motor Company, but he was also a pioneer that launched a system starting the mass production and sale of the first affordable automobile to the American public. Not only would it be educational to listen to the start of it all, but also hear how his commitment to the industry at the time resulted in many innovations of Ford.
If you are a current YEN member, fill out a YEN member spotlight form. Selected candidates may be featured on YEN’s social media, SEMA eNews and YEN-member updates.
Olavarrieta started her career in the automotive aftermarket 16 years ago as a bookkeeper for a shop and has been with her current company for 15 years. Learn about her career in her interview with SEMA below.
SEMA: Being a woman in the industry, what have been your biggest challenges and accomplishments?
RO: I think the challenges for women in the automotive industry are similar to challenges that women in other fields face. Sexism, access to equal opportunities and compensation deter women from approaching a career in the automotive industry. During my career I’ve learned to approach these challenges as opportunities to demonstrate gender is not a limitation.
SEMA: What are three qualities that got you to where you are today?
RO: Resilience, enthusiasm and patience.
SEMA: Who are your role models or mentors in the industry? How have they helped you along the way?
RO: All of the women of SBN. I’ve been fortunate to meet my share of what I like to call the Wonder Women of the automotive industry—women with whom I’ve had opportunities to tackle projects like the SBN Mustang build, to having difficult conversations like how to help women find a life-work balance.
SEMA: What is the best career advice you have received?
RO: You can’t please everybody, period. This is a very powerful reminder that in almost every scenario you will encounter someone who will have something negative to say. If you allow this to get under your skin, it can deter you from trying new things. Focusing on the fact that you can’t please everyone helps you to not take derogatory comments personally.
SEMA: Have you always wanted to work in the automotive industry? What keeps you here?
RO: The automotive industry intrigued me since my teens. I’ve had opportunities to change industries, but there is a gravitational pull that I really can’t explain that keeps me in the automotive industry.
SEMA: Who was the most influential person on your career/goals?
RO: I can’t name one person, but I can name one event. The SEMA Show has been the most influential event in my career in the automotive industry. Every year I get to see the vehicles and meet new people and it is definitely the reason why I volunteer with SEMA. Without the SEMA Show, this industry would not be the same.
Do you know, or are you, a woman with a career in the automotive industry? Fill out a #SheIsSEMA spotlight form to submit a self-nomination or nominate a colleague and highlight how you or she is contributing to the specialty-equipment industry. Selected candidates are automatically eligible to be considered for SBN’s #SheIsSEMA Woman of the Year award, featured on SBN’s social media, SEMA eNews and recognized on the www.sema.org/she-is-sema website.
CRP Automotive Names Matt Zarlenga 2021 U.S. Sales Representative of the Year
Matt Zarlenga (center) of the Sherman-Pearson Company was named CRP Automotive’s 2021 U.S. Sales Representative of the Year.
CRP Automotive has named Matt Zarlenga of the Sherman-Pearson Company as its 2021 U.S. Sales Representative of the Year. Zarlenga has been with Sherman-Pearson Company since 2019 and has represented CRP Automotive’s AAE, REIN, Pentosin and AJUSA brands in the Northern and Central Ohio market. CRP Automotive presented the award to Zarlenga during the 2021 AAPEX Show in Las Vegas. The Rep of the Year award was presented by CRP Automotive Channel Sales Manager Nicole Ryan and U.S and Canada Sales Director Warren Morley. Zarlenga accepted the award on behalf of Sherman-Pearson, noting that the accomplishments in 2021 were the result of a solid team effort and made possible only by the dedication and hard work of everyone involved.
Prior to joining Sherman-Pearson Company, Zarlenga was a manufacturers representative with Bowdoin Marketing specializing in the automotive aftermarket. He also worked in the OE dealership channel as a sales consultant and warranty administrator.
GRIDLIFE Announces New “Circuit Legends” Festival at Lime Rock Park for Summer ‘22
GRIDLIFE hosted the “State of the Grid” press conference last Friday at the 2021 PRI Show, where they revealed their 2022 competition calendar, and announced plans for a new festival expansion to the Northeast called “Circuit Legends,” to be hosted at Lime Rock Park, August 19–20, at the celebrated circuit in Connecticut.
Circuit Legends is a new festival concept for GRIDLIFE—known for its music and motorsports festivals with late-night concerts. The Circuit Legends concept won’t feature musical acts, but instead celebrate motorsports culture of the mid-’80s through mid-’00s by featuring vehicles that represent “the golden age of touring car racing”. The goal is to resurrect all the vehicular heroes from around the world and set them loose in the hills of Lime Rock in a celebration of touring-car racing.
The Circuit Legends Festival is a collaboration between the GRIDLIFE and Lime Rock Park, which is producing the new event as partners. At Circuit Legends at Lime Rock, fans will be able to see their vehicular heroes up close and at speed. On track, GRIDLIFE will bring its HPDE, TrackBattle Time Attack, GRIDLIFE Touring Cup (GLTC) and a special “Legends session” where the legacy touring cars will be on track at speed in a shootout-style showcase. More details will be released in the coming months as production of Circuit Legends at Lime Rock begins.
Gold Eagle Company Announces Focus on Innovation Ahead of 90th Anniversary
Gold Eagle Company, a privately held, family-owned and operated manufacturer of performance chemicals, surface treatments and a full-service contract packager, has announced its commitment to innovation ahead of its 90th anniversary in 2022. Matt Banach has been named executive vice president of market innovation and will have full responsibility for new product development and innovation to meet and exceed consumer expectations. He will also operate as the Gold Eagle brands/operations liaison involving packaging, supply-chain solutions and product management/forecasting to ensure continued innovation across all departments within the organization. Banach joined Gold Eagle in 2011 as a technical sales representative and has held the positions of event manager, brand creative director, and most recently, vice president of marketing.
Additionally, in support of the company’s product and marketing innovative efforts, Jennifer Robertson has been named director of marketing with full-scope responsibility for consumer insights and brand management, digital marketing, content marketing and event marketing. Robertson joined Gold Eagle in 2001 and has held many positions within brand management, playing an integral role over the years in helping build the majority of the company brands, most notably STA-BIL and 303.
MAHLE Motorsport Expands Staffing for Sales, Engineering Departments
MAHLE Motorsport has announced the addition of three new employees to the company’s staff headquarters in Fletcher, North Carolina. The three positions fulfill roles in sales technical support and engineering design. Sales administrator Adam Beddingfield has been hired along with engineers Brian Fair and George Wright. All three employees report to MAHLE Motorsport Product Manager Eric Grilliot.
Beddingfield joins a team of in-house PowerPak product experts and sales representatives and will provide technical product support including answering questions about the PowerPak shelf stock products, PowerPak Plus, custom-designed pistons and more. Motorsports Applications Engineer Fair is a recent graduate from Tennessee Tech University (Cookeville, Tennessee), while Wright is a recent graduate from Minnesota State University (Mankato, Minnesota). Both will work in the development of custom performance race pistons and provide input on the design and specification needed to accomplish project goals, utilize CMM and 3D scanning equipment for final design and ensure quality control.
Armond Gilmore
Skyjacker Suspensions Names Armond Gilmore Media Manager
Skyjacker Suspensions has promoted Armond Gilmore, a former graphic designer, to media manager. Gilmore has worked in-house and remotely with the company for five years. He has recently returned from a tour overseas as CPT Armond Gilmore, United States Army 42B Commanding. As media manager, Gilmore will ensure that key messages align with vital business strategies decided upon by upper management. His responsibilities include building and managing the organization’s social-media profile and presence; promoting additional projects to support new-product launches; monitoring online and offline campaigns and reporting on results; and developing and producing content via social media, websites and other distribution channels. Gilmore will also lead the charge in collecting and building video content for the company’s website, YouTube and other marketing channels.
MW Industries Acquires Two New Companies
MW Industries has completed two new acquisitions that expand its precision spring and fastener manufacturing capabilities. They include Fox Valley Spring Company—a supplier of springs, wire forms and flat springs—and Ideal Fasteners—a global manufacturer of threaded fasteners. These additions expand MW’s U.S.-based manufacturing locations and broadens its custom and stock component capabilities. This combined operation will improve the company’s capacity to supply the highest-quality custom springs and increase its stock, standard and custom fastener product lines.
Have some company news you would like to share? Let us know and the news may appear in an upcoming issue of SEMA eNews. Send your items for consideration to editors@sema.org.
CW: On a Saturday you can find me with a Starbucks in hand, playing with my three dogs and going on drives in our Mustang!
MAHLE Motorsport Expands Staffing for Sales, Engineering Departments