SEMA News—October 2014

EVENTS

Talking Trade With Tom Gattuso

The SEMA Show Director Provides Insights to the 2014 Event

By Steve Campbell

SEMA News: Are there any significant changes in how the SEMA Show will operate this year, now that it is being managed directly by association personnel?

Tom Gattuso: Management of the SEMA Show, including sales and operations, has been taken in-house. Each of our exhibitor customers now has a single main person with the association who is the point of contact for all of the services that we provide both for the SEMA Show and for each company’s membership in SEMA.

The 2014 SEMA Show will have more participation than ever before. We’ve added a Gold Pavilion that will be filled with exhibitors and will include key features. This expanded pavilion will be positioned in the Gold parking lot across Paradise Boulevard from the North Hall, so we’re using every area adjacent to the Las Vegas Convention Center (LVCC) to ensure that the industry is fully represented and that visitors to the Show will be able to see more and do more than they ever have.

This year’s Show will feature a record number of exhibitors and the largest footprint that the event has ever seen, and it will provide the best representation of where the industry is today and what it’s moving toward in the future.

Even so, there will be few noticeable changes from an operational standpoint. We have had an excellent and very qualified show management company for many years, and we will continue with the level of service and expertise they helped to create. But we will now exert more detailed control of the Show’s vision and execution.

SN: What is the hottest program for exhibitors at the 2014 SEMA Show?

TG: We have a new mobile app that can give any user directions from one place on the floor to another. In addition to this floorplan locator, the app includes a scheduler for attendees and a feature in which all of the new products from the New Products Showcase are listed. The New Products Showcase remains a huge opportunity that should not be missed by any exhibiting company.

The app will be available for download from Apple and Android stores, and we are also building a landing page for it on the SEMAShow.com website. To find the app, search for SEMA 2014 in your smartphone’s app store. It will be a tool that people refer to all year long, and we are going to treat it as such, updating it with information on an ongoing basis.

SN: What are the most important sources of information for exhibitors at the 2014 SEMA Show?

TG: The Exhibitor Services Manual [ESM] has been refined for more than two decades, and we spend months preparing and updating it for each year’s SEMA Show. It contains all of the information that will help exhibitors be successful at the Show. Spending time with the ESM to make sure that you understand the deadlines, your budgeting and other functions is important to executing a successful exhibit.

This is so important that we feature ESM classes at the Exhibitor Summit, seminars and webinars focused on navigating it so that you can pick out the information most important to your company and its participation in the Show. The ESM is the place where you can be introduced to our Show vendors and is a one-stop, answer-everything site that is contained within www.SEMAShow.com. We’ve provided links to all of our partners within the ESM so that exhibitors can manage all of their needs from that one location. They don’t need to remember any other website but www.SEMAShow.com.

SN: What are the top opportunities and challenges that exhibitors should consider as they prepare for the 2014 SEMA Show?

TG: Exhibitors should take advantage of pre-Show promotions, which should include posting press releases on our website. You want to let people know that you will be at the Show and what you will be featuring there. We’ve found that buyers focus on what is new, and I’m a big proponent of using your new and featured products as conversation starters that then allow you to talk about all of the other great things your company does. To get maximum attention for your company, you need to center everything you do around what you have that is new. And even if you don’t have anything new, you certainly have ways to emphasize what is unique to your company. You should focus on the discernible differences that make your company a leader in your category.

SN: Why should exhibitors use the vendors and suppliers recommended by the SEMA Show rather than others?

One simple example is carpet. You may be able to get a lower initial cost per square foot from a non-recommended vendor, but they will have to pay additional freight charges to bring the carpet into the Show, which drives the cost higher than that of our approved vendors. Those ancillary costs are already included in our partner’s package deal.

We spend a lot of time getting the most economical packages we possibly can, and the majority of our pricing at the SEMA Show is inclusive of all fees. That’s where a non-recommended vendor is at a disadvantage.

SN: What is the most often missed opportunity for SEMA Show exhibitors?

TG: Companies that don’t participate in the New Products Showcase are missing a competitive advantage. Buyers and media come to the SEMA Show to see what’s new. If you’re not participating in the New Products Showcase and are relying only on your exhibit space, you are missing one of the biggest opportunities we offer. It is a show within the SEMA Show, and it’s like having a secondary exhibit.

The New Products Showcase is segregated into sections, and each company has its own space. Buyers and media make it a priority destination during their trip to the SEMA Show, and it’s another place where people can see your newest products. It’s almost like a Cliff Notes version of what’s new in the industry, and you want to be sure that you’re included in that presentation.

SN: How can buyers make the most out of their limited time with so many exhibitors to see?

TG: The mobile app we talked about earlier is a great pre-Show and in-Show tool. And using the floorplan on SEMAShow.com allows you to see company descriptions and product categories. You can really map out the companies you want to see.

I would recommend scheduling some time for companies that you have not seen before as well. Historically, 25% of the exhibitors at the SEMA Show are there for the first time, and if you are only going to see companies that you already have a relationship with, you’re missing a big opportunity. So schedule time before the Show to research companies that you’re not familiar with and find
new products.

SN: How can buyers ensure that they locate all of the exhibitors that are pertinent to their market segments?

TG: Use the online floorplan. The SEMA Show floor is broken into 12 different sections, so you first determine the section that most pertains to your business. That alone will narrow down the companies you’re going to want to target. From there, look at the specific product categories housed in that section. For instance, go to www.SEMAShow.com’s floorplan, click on batteries and you will find the companies that sell them. You can click on a particular product and find companies that will have those products at the Show. You will also be able to do that via the mobile app from the Show floor.

SN: What is the best new program for buyers at the 2014 SEMA Show?

SN: Where can buyers find information about the 2014 SEMA Show, such as exhibitor locations, educational opportunities and schedules and the answers to frequently asked questions?

TG: The first stop should be SEMAShow.com, which is the primary source for everything related to the Show. It will have the most up-to-date and accurate information. I also always tell people to start paying attention to Show-related e-mails and the SEMA eNews electronic newsletter in the months leading up to the Show. We use those tools as a way to get out the word on what’s important and to show everybody where to find information on www.SEMAShow.com or in the new mobile app.

SN: What is the most important thing that media attendees should know about covering the SEMA Show?

TG: We are one of the most media-friendly trade shows in the world. We make an extra effort to make things easy and convenient for media. We offer a fully functioning and expertly staffed Media Center in the LVCC, providing high-quality images of every new-product submission, organizing all Show press releases, sending timely and pertinent updates so that the media is kept apprised of new offerings at the Show. We also employ a world-class public-relations team that can help writers, editors and broadcasters experience the SEMA Show to fit their needs.

SN: What sources should the media turn to when they have questions or have needs that aren’t covered by existing information?

TG: Prior to the SEMA Show, they should contact pr@sema.org. At the Show, visit the Media Center, which is located in Room N110 between North and Central Halls. The Media Center is open throughout the Show and offers a range of services to registered media, including WiFi, computer stations and a place to not only get their work done but also to relax when the opportunities present themselves.

SN: Are there any post-Show programs that attendees, buyers or the media should be aware of?

TG: Our newest post-Show program is called SEMA Ignited. It came about as a result of the success of the SEMA Cruise, which is the parade of vehicles exiting the LVCC following the Show. This year, the Cruise will start at the Convention Center and will make its way to a climactic party that will take place from 4:00 p.m.–10:00 p.m. at one of the newest and most recognizable landmarks in the city, the High Roller observation wheel at the LINQ Promenade open-air shopping, dining and entertainment district. The SEMA Cruise and SEMA Ignited will expose automotive enthusiasts and the general public to the hottest cars and the biggest celebrities from the SEMA Show in a culminating celebration of our industry. We look forward to seeing everyone there.

SEMA News—October 2014

EVENTS

Talking Trade With Tom Gattuso

The SEMA Show Director Provides Insights to the 2014 Event

By Steve Campbell

SEMA News: Are there any significant changes in how the SEMA Show will operate this year, now that it is being managed directly by association personnel?

Tom Gattuso: Management of the SEMA Show, including sales and operations, has been taken in-house. Each of our exhibitor customers now has a single main person with the association who is the point of contact for all of the services that we provide both for the SEMA Show and for each company’s membership in SEMA.

The 2014 SEMA Show will have more participation than ever before. We’ve added a Gold Pavilion that will be filled with exhibitors and will include key features. This expanded pavilion will be positioned in the Gold parking lot across Paradise Boulevard from the North Hall, so we’re using every area adjacent to the Las Vegas Convention Center (LVCC) to ensure that the industry is fully represented and that visitors to the Show will be able to see more and do more than they ever have.

This year’s Show will feature a record number of exhibitors and the largest footprint that the event has ever seen, and it will provide the best representation of where the industry is today and what it’s moving toward in the future.

Even so, there will be few noticeable changes from an operational standpoint. We have had an excellent and very qualified show management company for many years, and we will continue with the level of service and expertise they helped to create. But we will now exert more detailed control of the Show’s vision and execution.

SN: What is the hottest program for exhibitors at the 2014 SEMA Show?

TG: We have a new mobile app that can give any user directions from one place on the floor to another. In addition to this floorplan locator, the app includes a scheduler for attendees and a feature in which all of the new products from the New Products Showcase are listed. The New Products Showcase remains a huge opportunity that should not be missed by any exhibiting company.

The app will be available for download from Apple and Android stores, and we are also building a landing page for it on the SEMAShow.com website. To find the app, search for SEMA 2014 in your smartphone’s app store. It will be a tool that people refer to all year long, and we are going to treat it as such, updating it with information on an ongoing basis.

SN: What are the most important sources of information for exhibitors at the 2014 SEMA Show?

TG: The Exhibitor Services Manual [ESM] has been refined for more than two decades, and we spend months preparing and updating it for each year’s SEMA Show. It contains all of the information that will help exhibitors be successful at the Show. Spending time with the ESM to make sure that you understand the deadlines, your budgeting and other functions is important to executing a successful exhibit.

This is so important that we feature ESM classes at the Exhibitor Summit, seminars and webinars focused on navigating it so that you can pick out the information most important to your company and its participation in the Show. The ESM is the place where you can be introduced to our Show vendors and is a one-stop, answer-everything site that is contained within www.SEMAShow.com. We’ve provided links to all of our partners within the ESM so that exhibitors can manage all of their needs from that one location. They don’t need to remember any other website but www.SEMAShow.com.

SN: What are the top opportunities and challenges that exhibitors should consider as they prepare for the 2014 SEMA Show?

TG: Exhibitors should take advantage of pre-Show promotions, which should include posting press releases on our website. You want to let people know that you will be at the Show and what you will be featuring there. We’ve found that buyers focus on what is new, and I’m a big proponent of using your new and featured products as conversation starters that then allow you to talk about all of the other great things your company does. To get maximum attention for your company, you need to center everything you do around what you have that is new. And even if you don’t have anything new, you certainly have ways to emphasize what is unique to your company. You should focus on the discernible differences that make your company a leader in your category.

SN: Why should exhibitors use the vendors and suppliers recommended by the SEMA Show rather than others?

One simple example is carpet. You may be able to get a lower initial cost per square foot from a non-recommended vendor, but they will have to pay additional freight charges to bring the carpet into the Show, which drives the cost higher than that of our approved vendors. Those ancillary costs are already included in our partner’s package deal.

We spend a lot of time getting the most economical packages we possibly can, and the majority of our pricing at the SEMA Show is inclusive of all fees. That’s where a non-recommended vendor is at a disadvantage.

SN: What is the most often missed opportunity for SEMA Show exhibitors?

TG: Companies that don’t participate in the New Products Showcase are missing a competitive advantage. Buyers and media come to the SEMA Show to see what’s new. If you’re not participating in the New Products Showcase and are relying only on your exhibit space, you are missing one of the biggest opportunities we offer. It is a show within the SEMA Show, and it’s like having a secondary exhibit.

The New Products Showcase is segregated into sections, and each company has its own space. Buyers and media make it a priority destination during their trip to the SEMA Show, and it’s another place where people can see your newest products. It’s almost like a Cliff Notes version of what’s new in the industry, and you want to be sure that you’re included in that presentation.

SN: How can buyers make the most out of their limited time with so many exhibitors to see?

TG: The mobile app we talked about earlier is a great pre-Show and in-Show tool. And using the floorplan on SEMAShow.com allows you to see company descriptions and product categories. You can really map out the companies you want to see.

I would recommend scheduling some time for companies that you have not seen before as well. Historically, 25% of the exhibitors at the SEMA Show are there for the first time, and if you are only going to see companies that you already have a relationship with, you’re missing a big opportunity. So schedule time before the Show to research companies that you’re not familiar with and find
new products.

SN: How can buyers ensure that they locate all of the exhibitors that are pertinent to their market segments?

TG: Use the online floorplan. The SEMA Show floor is broken into 12 different sections, so you first determine the section that most pertains to your business. That alone will narrow down the companies you’re going to want to target. From there, look at the specific product categories housed in that section. For instance, go to www.SEMAShow.com’s floorplan, click on batteries and you will find the companies that sell them. You can click on a particular product and find companies that will have those products at the Show. You will also be able to do that via the mobile app from the Show floor.

SN: What is the best new program for buyers at the 2014 SEMA Show?

SN: Where can buyers find information about the 2014 SEMA Show, such as exhibitor locations, educational opportunities and schedules and the answers to frequently asked questions?

TG: The first stop should be SEMAShow.com, which is the primary source for everything related to the Show. It will have the most up-to-date and accurate information. I also always tell people to start paying attention to Show-related e-mails and the SEMA eNews electronic newsletter in the months leading up to the Show. We use those tools as a way to get out the word on what’s important and to show everybody where to find information on www.SEMAShow.com or in the new mobile app.

SN: What is the most important thing that media attendees should know about covering the SEMA Show?

TG: We are one of the most media-friendly trade shows in the world. We make an extra effort to make things easy and convenient for media. We offer a fully functioning and expertly staffed Media Center in the LVCC, providing high-quality images of every new-product submission, organizing all Show press releases, sending timely and pertinent updates so that the media is kept apprised of new offerings at the Show. We also employ a world-class public-relations team that can help writers, editors and broadcasters experience the SEMA Show to fit their needs.

SN: What sources should the media turn to when they have questions or have needs that aren’t covered by existing information?

TG: Prior to the SEMA Show, they should contact pr@sema.org. At the Show, visit the Media Center, which is located in Room N110 between North and Central Halls. The Media Center is open throughout the Show and offers a range of services to registered media, including WiFi, computer stations and a place to not only get their work done but also to relax when the opportunities present themselves.

SN: Are there any post-Show programs that attendees, buyers or the media should be aware of?

TG: Our newest post-Show program is called SEMA Ignited. It came about as a result of the success of the SEMA Cruise, which is the parade of vehicles exiting the LVCC following the Show. This year, the Cruise will start at the Convention Center and will make its way to a climactic party that will take place from 4:00 p.m.–10:00 p.m. at one of the newest and most recognizable landmarks in the city, the High Roller observation wheel at the LINQ Promenade open-air shopping, dining and entertainment district. The SEMA Cruise and SEMA Ignited will expose automotive enthusiasts and the general public to the hottest cars and the biggest celebrities from the SEMA Show in a culminating celebration of our industry. We look forward to seeing everyone there.

SEMA News—October 2014

EDUCATION

By Steve Campbell

MUST-SEE Seminar: Television Marketing

Experts Counsel Industry on the Hurdles and Benefits

Any media outlet—print, the Internet, radio, billboards and more—can be used to market the businesses of automotive aftermarket companies. But there may be none that offers the reach and cost-per-thousand (CPM) advantages of television.

To help manufacturers, retailers, installers and even warehouse distributors learn about the benefits, perceived hurdles and costs of TV marketing, the SEMA Show will present a super-session seminar entitled “Understand and Maximize Investments in Automotive TV Programming.” The event will be presented Monday, November 3, (the day before the official opening of the SEMA Show) from 3:00 p.m.–4:00 p.m. in room N258 adjacent to the North Hall of the Las Vegas Convention Center.

The seminar will be presented by a panel that will be moderated by Jim Cozzie, former SEMA Chairman of the Board, SEMA Person of the Year and recent inductee into the SEMA Hall of Fame. Cozzie is a managing partner in Brenton Productions, which creates television shows for a variety of networks, including Velocity and MAVTV, with programming such as “Two Guys Garage,” “All Girls Garage,” and “Car Fix.” Cozzie has more than 30 years of management experience in the automotive specialty-equipment and television-production industries and has held senior-level positions with aftermarket companies such as Hurst Performance Inc., Super Press Inc. and B&M Racing Performance Products.

The seminar panel will be comprised of industry leaders from significant automotive aftermarket companies that are involved in television programming, marketing and advertising, bringing real-world experience to the dais. Impactful videos will be used to illustrate many of the subject areas and will include programming and commercials developed by members of the panel.

“We want to help people understand that it is not overly hard or complicated to get involved in television programing,” Cozzie said.

“We want them to understand that, while it’s not cheap, it is certainly not expensive, especially when you consider television’s reach. Our goal is to make sure that attendees come away with a clear vision when they’re making up their minds about how they’re going to spend their marketing dollars next year.”

Topics will include:

     •Editorial or commercials? What works for your company?
     •Timing in TV—what 30 seconds really delivers.
     •Explaining reach.
     •Managing expectations.
     •Measuring results: What is success?
     •Investments in resources.
     •Measuring costs against deliverables.

“We’re also going to be talking about the options for smaller companies,” Cozzie said.

“For instance, if you had only $5,000 to invest, what could you anticipate receiving in return? We’ll look at examples of the CPM that companies can expect, especially as the investment relates to other types of media. We’ll also look at the difference between television editorial content and television commercials and discuss achieving a balance between the two.”

People devote more time watching television than they spend with any other medium. This seminar will help automotive specialty-equipment companies understand how television can efficiently and effectively deliver marketing messages.

SEMA News—October 2014

EDUCATION

By Steve Campbell

MUST-SEE Seminar: Television Marketing

Experts Counsel Industry on the Hurdles and Benefits

Any media outlet—print, the Internet, radio, billboards and more—can be used to market the businesses of automotive aftermarket companies. But there may be none that offers the reach and cost-per-thousand (CPM) advantages of television.

To help manufacturers, retailers, installers and even warehouse distributors learn about the benefits, perceived hurdles and costs of TV marketing, the SEMA Show will present a super-session seminar entitled “Understand and Maximize Investments in Automotive TV Programming.” The event will be presented Monday, November 3, (the day before the official opening of the SEMA Show) from 3:00 p.m.–4:00 p.m. in room N258 adjacent to the North Hall of the Las Vegas Convention Center.

The seminar will be presented by a panel that will be moderated by Jim Cozzie, former SEMA Chairman of the Board, SEMA Person of the Year and recent inductee into the SEMA Hall of Fame. Cozzie is a managing partner in Brenton Productions, which creates television shows for a variety of networks, including Velocity and MAVTV, with programming such as “Two Guys Garage,” “All Girls Garage,” and “Car Fix.” Cozzie has more than 30 years of management experience in the automotive specialty-equipment and television-production industries and has held senior-level positions with aftermarket companies such as Hurst Performance Inc., Super Press Inc. and B&M Racing Performance Products.

The seminar panel will be comprised of industry leaders from significant automotive aftermarket companies that are involved in television programming, marketing and advertising, bringing real-world experience to the dais. Impactful videos will be used to illustrate many of the subject areas and will include programming and commercials developed by members of the panel.

“We want to help people understand that it is not overly hard or complicated to get involved in television programing,” Cozzie said.

“We want them to understand that, while it’s not cheap, it is certainly not expensive, especially when you consider television’s reach. Our goal is to make sure that attendees come away with a clear vision when they’re making up their minds about how they’re going to spend their marketing dollars next year.”

Topics will include:

     •Editorial or commercials? What works for your company?
     •Timing in TV—what 30 seconds really delivers.
     •Explaining reach.
     •Managing expectations.
     •Measuring results: What is success?
     •Investments in resources.
     •Measuring costs against deliverables.

“We’re also going to be talking about the options for smaller companies,” Cozzie said.

“For instance, if you had only $5,000 to invest, what could you anticipate receiving in return? We’ll look at examples of the CPM that companies can expect, especially as the investment relates to other types of media. We’ll also look at the difference between television editorial content and television commercials and discuss achieving a balance between the two.”

People devote more time watching television than they spend with any other medium. This seminar will help automotive specialty-equipment companies understand how television can efficiently and effectively deliver marketing messages.

SEMA News—October 2014

EDUCATION

By Steve Campbell

MUST-SEE Seminar: Television Marketing

Experts Counsel Industry on the Hurdles and Benefits

Any media outlet—print, the Internet, radio, billboards and more—can be used to market the businesses of automotive aftermarket companies. But there may be none that offers the reach and cost-per-thousand (CPM) advantages of television.

To help manufacturers, retailers, installers and even warehouse distributors learn about the benefits, perceived hurdles and costs of TV marketing, the SEMA Show will present a super-session seminar entitled “Understand and Maximize Investments in Automotive TV Programming.” The event will be presented Monday, November 3, (the day before the official opening of the SEMA Show) from 3:00 p.m.–4:00 p.m. in room N258 adjacent to the North Hall of the Las Vegas Convention Center.

The seminar will be presented by a panel that will be moderated by Jim Cozzie, former SEMA Chairman of the Board, SEMA Person of the Year and recent inductee into the SEMA Hall of Fame. Cozzie is a managing partner in Brenton Productions, which creates television shows for a variety of networks, including Velocity and MAVTV, with programming such as “Two Guys Garage,” “All Girls Garage,” and “Car Fix.” Cozzie has more than 30 years of management experience in the automotive specialty-equipment and television-production industries and has held senior-level positions with aftermarket companies such as Hurst Performance Inc., Super Press Inc. and B&M Racing Performance Products.

The seminar panel will be comprised of industry leaders from significant automotive aftermarket companies that are involved in television programming, marketing and advertising, bringing real-world experience to the dais. Impactful videos will be used to illustrate many of the subject areas and will include programming and commercials developed by members of the panel.

“We want to help people understand that it is not overly hard or complicated to get involved in television programing,” Cozzie said.

“We want them to understand that, while it’s not cheap, it is certainly not expensive, especially when you consider television’s reach. Our goal is to make sure that attendees come away with a clear vision when they’re making up their minds about how they’re going to spend their marketing dollars next year.”

Topics will include:

     •Editorial or commercials? What works for your company?
     •Timing in TV—what 30 seconds really delivers.
     •Explaining reach.
     •Managing expectations.
     •Measuring results: What is success?
     •Investments in resources.
     •Measuring costs against deliverables.

“We’re also going to be talking about the options for smaller companies,” Cozzie said.

“For instance, if you had only $5,000 to invest, what could you anticipate receiving in return? We’ll look at examples of the CPM that companies can expect, especially as the investment relates to other types of media. We’ll also look at the difference between television editorial content and television commercials and discuss achieving a balance between the two.”

People devote more time watching television than they spend with any other medium. This seminar will help automotive specialty-equipment companies understand how television can efficiently and effectively deliver marketing messages.

SEMA News—October 2014

EDUCATION

By Steve Campbell

MUST-SEE Seminar: Television Marketing

Experts Counsel Industry on the Hurdles and Benefits

Any media outlet—print, the Internet, radio, billboards and more—can be used to market the businesses of automotive aftermarket companies. But there may be none that offers the reach and cost-per-thousand (CPM) advantages of television.

To help manufacturers, retailers, installers and even warehouse distributors learn about the benefits, perceived hurdles and costs of TV marketing, the SEMA Show will present a super-session seminar entitled “Understand and Maximize Investments in Automotive TV Programming.” The event will be presented Monday, November 3, (the day before the official opening of the SEMA Show) from 3:00 p.m.–4:00 p.m. in room N258 adjacent to the North Hall of the Las Vegas Convention Center.

The seminar will be presented by a panel that will be moderated by Jim Cozzie, former SEMA Chairman of the Board, SEMA Person of the Year and recent inductee into the SEMA Hall of Fame. Cozzie is a managing partner in Brenton Productions, which creates television shows for a variety of networks, including Velocity and MAVTV, with programming such as “Two Guys Garage,” “All Girls Garage,” and “Car Fix.” Cozzie has more than 30 years of management experience in the automotive specialty-equipment and television-production industries and has held senior-level positions with aftermarket companies such as Hurst Performance Inc., Super Press Inc. and B&M Racing Performance Products.

The seminar panel will be comprised of industry leaders from significant automotive aftermarket companies that are involved in television programming, marketing and advertising, bringing real-world experience to the dais. Impactful videos will be used to illustrate many of the subject areas and will include programming and commercials developed by members of the panel.

“We want to help people understand that it is not overly hard or complicated to get involved in television programing,” Cozzie said.

“We want them to understand that, while it’s not cheap, it is certainly not expensive, especially when you consider television’s reach. Our goal is to make sure that attendees come away with a clear vision when they’re making up their minds about how they’re going to spend their marketing dollars next year.”

Topics will include:

     •Editorial or commercials? What works for your company?
     •Timing in TV—what 30 seconds really delivers.
     •Explaining reach.
     •Managing expectations.
     •Measuring results: What is success?
     •Investments in resources.
     •Measuring costs against deliverables.

“We’re also going to be talking about the options for smaller companies,” Cozzie said.

“For instance, if you had only $5,000 to invest, what could you anticipate receiving in return? We’ll look at examples of the CPM that companies can expect, especially as the investment relates to other types of media. We’ll also look at the difference between television editorial content and television commercials and discuss achieving a balance between the two.”

People devote more time watching television than they spend with any other medium. This seminar will help automotive specialty-equipment companies understand how television can efficiently and effectively deliver marketing messages.

SEMA News—October 2014

EDUCATION

By Steve Campbell

MUST-SEE Seminar: Television Marketing

Experts Counsel Industry on the Hurdles and Benefits

Any media outlet—print, the Internet, radio, billboards and more—can be used to market the businesses of automotive aftermarket companies. But there may be none that offers the reach and cost-per-thousand (CPM) advantages of television.

To help manufacturers, retailers, installers and even warehouse distributors learn about the benefits, perceived hurdles and costs of TV marketing, the SEMA Show will present a super-session seminar entitled “Understand and Maximize Investments in Automotive TV Programming.” The event will be presented Monday, November 3, (the day before the official opening of the SEMA Show) from 3:00 p.m.–4:00 p.m. in room N258 adjacent to the North Hall of the Las Vegas Convention Center.

The seminar will be presented by a panel that will be moderated by Jim Cozzie, former SEMA Chairman of the Board, SEMA Person of the Year and recent inductee into the SEMA Hall of Fame. Cozzie is a managing partner in Brenton Productions, which creates television shows for a variety of networks, including Velocity and MAVTV, with programming such as “Two Guys Garage,” “All Girls Garage,” and “Car Fix.” Cozzie has more than 30 years of management experience in the automotive specialty-equipment and television-production industries and has held senior-level positions with aftermarket companies such as Hurst Performance Inc., Super Press Inc. and B&M Racing Performance Products.

The seminar panel will be comprised of industry leaders from significant automotive aftermarket companies that are involved in television programming, marketing and advertising, bringing real-world experience to the dais. Impactful videos will be used to illustrate many of the subject areas and will include programming and commercials developed by members of the panel.

“We want to help people understand that it is not overly hard or complicated to get involved in television programing,” Cozzie said.

“We want them to understand that, while it’s not cheap, it is certainly not expensive, especially when you consider television’s reach. Our goal is to make sure that attendees come away with a clear vision when they’re making up their minds about how they’re going to spend their marketing dollars next year.”

Topics will include:

     •Editorial or commercials? What works for your company?
     •Timing in TV—what 30 seconds really delivers.
     •Explaining reach.
     •Managing expectations.
     •Measuring results: What is success?
     •Investments in resources.
     •Measuring costs against deliverables.

“We’re also going to be talking about the options for smaller companies,” Cozzie said.

“For instance, if you had only $5,000 to invest, what could you anticipate receiving in return? We’ll look at examples of the CPM that companies can expect, especially as the investment relates to other types of media. We’ll also look at the difference between television editorial content and television commercials and discuss achieving a balance between the two.”

People devote more time watching television than they spend with any other medium. This seminar will help automotive specialty-equipment companies understand how television can efficiently and effectively deliver marketing messages.

SEMA News—October 2014

INDUSTRY NEWS

Fast Facts

Hastings Manufacturing Co. has appointed Sarah Kollar to the position of marketing manager. She will report to Senior Vice President Sales & Marketing Ken Holbrook. Kollar previously performed account management for the company’s OEM activities as well as significant interaction with aftermarket activities, including customer service. In her new role, Kollar will direct the sales and marketing team and develop both aftermarket and OEM partnerships that support the company’s strategic growth.

Amos Media, owners of the bimonthly magazine and website Cars & Parts, has hired Glenn Bucher as publisher for all its automotive platforms. Bucher has worked for more than 25 years in the field of automotive publishing. He and his team plan to reinvent Cars & Parts for high-performance, tech, DIY, all-out driving and maximum aftermarket sales. Amos Media, Sidney, OH; 800-834-5479.

Luke Perkowski has been named director of marketing and product management for ATP Automotive. Perkowski came to ATP Inc. from Bosch, where he served as senior product manager. His expertise includes a focus on customer acquisition and program development for automotive retail, traditional, buying group, mass, OES and e-commerce accounts. Prior to joining Bosch, Perkowski was part of the General Motors service engineering program, where he worked on key elements of the service parts release process and design release criteria.

Kit Car Builder magazine has changed its name to Car Builder. “Both our readers and advertisers have been requesting a broader editorial focus,” said Editor and Publisher Steve Temple. “While the term ‘kit car’ is familiar to most auto enthusiasts, the market has grown up considerably since the early days of dune buggies, and the magazine has matured as well. So our new name reflects these changing times.” Many of the project cars currently covered by the publication are more technologically refined and require a substantial investment of time and money. SCT Communications, Reno, NV; 310-377-6612.

Jonathan Hladney, from Brackenridge, Pennsylvania, was named the 2014 Mitchell 1 Automotive Technology Outstanding Student during the North American Council of Automotive Teachers (NACAT) conference held in Greenville, South Carolina. Hladney received a $2,500 scholarship, a check for $500 and round-trip airfare and accommodations for himself and a guest to attend the NACAT conference. Hladney is a graduate of Highlands High School (Natrona Heights, Pennsylvania). He received the National Technical Honor Society award twice, was a member of SkillsUSA and was employed as an apprentice technician at Spitzer Toyota/Scion (Monroeville, Pennsylvania). Mitchell 1, Poway, CA; 858-391-5000.

The Hybrid Shop named Dave Crawford chief executive officer. He is responsible for the company’s day-to-day operations and management. The Hybrid Shop’s founder and former CEO, Matt Curry, will continue to oversee the company’s evolution in his new position as chief visionary officer. Crawford, who has more than 40 years of experience in the automotive industry, has a background that includes a full spectrum of skills and experience in operations, management and marketing at the executive level.

Scott Joseph, the owner and former president of J&L Marketing, has moved to the role of CEO and has named Jamil Zabaneh the company’s new president. According to Joseph, the move will allow him to put additional focus on the company’s long term. “The company has simply gotten too large for one person to oversee, which is a good thing,” Joseph said. “Naming Jamil Zabaneh as president will allow me to hand over the day-to-day duties of managing J&L Marketing to him.” Zabaneh has been with J&L Marketing for five years, most recently as vice president of national accounts. J&L reports that Zabaneh’s recent contributions to product improvements have been pivotal.

Drake Automotive Group hired Mark Mathews to manage the company’s growing marketing and advertising department. Mathews joins Drake after seven years with the Transamerican Manufacturing Group, where he managed the marketing for several brands. Mathews was previously the marketing and promotions manager for Automotive Engineered Products Inc., which manufactured JBA Headers & Exhaust. Mathews will be responsible for managing all aspects of marketing and advertising for Drake. Drake Automotive, Henderson, NV; 702-853-2060.

Kristin Grons has joined Brake Parts Inc. as marketing manager. In her new role, Grons is responsible for leading the planning and execution of marketing strategies for Raybestos brand brakes. She will provide leadership insights and support corporate strategic objectives as well as analyze research and manage advertising, social media, promotional programs and social, digital and web strategies. Prior to joining Brake Parts Inc., Grons served as product and creative services manager for Intermatic Inc. in Spring Grove, Illinois. Brake Parts Inc., McHenry, IL; 815-759-7658.

Through an initiative to help customers understand the importance of battery maintenance, CTEK Power Inc. has released the first two in a series of 10 educational articles. The first two articles cover the functions that a battery performs and how a battery works. The third article will provide insight on different battery types. The educational articles are available through CTEK’s website as downloadable PDF files. Visit CTEK at the 2014 SEMA Show in the Racing and Performance section, booth #24129. CTEK Power Inc., Twinsburg, OH; 330-963-0981.

Flaming River Industries Inc. announced that hot-rodding and racing veteran Ron Skyrme has joined its team. Skyrme will lead new-business development for Flaming River and will call on customers and represent Flaming River at industry shows and events in areas primarily west of the Mississippi River. Skyrme has been involved in the automotive industry since the early ’70s. He opened his own paint and striping shop at the age of 22. He recently finished a 24-year career with DuPont USA, working as a technical advisor in the automotive finishes division. Flaming River Industries, Berea, OH; 440-826-4488.

TA Associates, one of the world’s largest and oldest private equity investment firms, acquired Tectum Holdings Inc. (THI). THI manufactures tonneau covers, bedliners and related truck accessories. Kinderhook Industries formed THI in 2007 with a merger between Extang and TruXedo. THI has expanded to a family of seven recognized brands: Extang, TruXedo, BedRug, UnderCover, Advantage, Retrax and BAK Industries. “I’m convinced that we will continue to thrive and set the standard for the industry’s best truck accessories through the combined capabilities of our companies” said THI CEO and President Bill Reminder. Reminder will continue in his current role, as will all members of the company’s executive and management teams.

Snow Performance Inc. has announced that Jake Snow has accepted the position of director of operations of Snow Performance, reporting to President Matt Snow. Jake Snow [Matt Snow’s son] will have total oversight of day-to-day operations, including purchasing, receivables and social media. He will also be integral in all financial and strategic planning aspects of the company. Jake Snow recently graduated with a B.S. in finance from Colorado State University and has management experience as squadron leader and 1st lieutenant in the U.S. Air Force ROTC, where he also earned a pilot slot. Snow Performance, Woodland Park, CO; 719-633-3811.

Trim Parts Holdings Corp. has acquired Mr. Mustang, making the company the latest member of a rapidly growing family of restoration parts manufacturers. Mr. Mustang manufactures and distributes high-quality ’64–’73 Ford Mustang restoration components. Founded in 1975 by Carl Pendley, Mr. Mustang became a highly respected and well-known name among Mustang enthusiasts around the world by manufacturing its brand of more than 200 components to exact OEM specifications. Upon the acquisition, Mr. Mustang will operate out of the Trim Parts facility in Lebanon, Ohio, and production will be headed by Pendley’s daughter, Connie Johnson. Trim Parts Holdings, Lebanon, OH; 513-934-0815.

Rattletrap Productions announced that “Stacey David’s GearZ” will air at 8:30 a.m. (EST) Sunday on the Velocity channel starting in October 2014. “GearZ” will also continue syndication on MAVTV on Fridays and Sundays, elevating the viewership potential of this award-winning DIY show to close to 100 million. Viewers can get access to full-length, commercial-free episodes through the online community, GearZNation. For advertising opportunities, contact Brian Zembrycki at brianz@rattletrapproductions.com. Rattletrap Productions, White House, TN; 615-868-6203.

Yokohama Tire Corp. announced that it is moving its western region distribution center from the current facility in Fullerton, California, to a new 658,000-square-foot facility in Chino, California. The company expects the move to be completed later this year. The new western region distribution center, located at 16388 Fern Avenue in the county of San Bernardino, is designed to hold tires at more than twice the capacity of the existing warehouse and bring together both fulltime and contract labor. Yokohama Tire Corp., Fullerton, CA; 714-870-3800.

The University of Northwestern Ohio will offer a bachelor’s degree in automotive technology supervision. This allows students who have obtained an associate’s degree in automotive technology, agricultural equipment technology, diesel technology, high performance motorsports technology or alternate fuels technology to complete the requirements for a bachelor’s degree in just two additional years of study. Prospective students fall into two categories: those who have already completed an associate’s degree and those who are just entering college for the first time. Those who have already received their associate’s degree in one of the above-mentioned fields can begin classes in the fall or spring quarter for 24 months. University of Northwestern Ohio, Lima, OH; 419-998-3120.

SEMA News—October 2014

INDUSTRY NEWS

Fast Facts

Hastings Manufacturing Co. has appointed Sarah Kollar to the position of marketing manager. She will report to Senior Vice President Sales & Marketing Ken Holbrook. Kollar previously performed account management for the company’s OEM activities as well as significant interaction with aftermarket activities, including customer service. In her new role, Kollar will direct the sales and marketing team and develop both aftermarket and OEM partnerships that support the company’s strategic growth.

Amos Media, owners of the bimonthly magazine and website Cars & Parts, has hired Glenn Bucher as publisher for all its automotive platforms. Bucher has worked for more than 25 years in the field of automotive publishing. He and his team plan to reinvent Cars & Parts for high-performance, tech, DIY, all-out driving and maximum aftermarket sales. Amos Media, Sidney, OH; 800-834-5479.

Luke Perkowski has been named director of marketing and product management for ATP Automotive. Perkowski came to ATP Inc. from Bosch, where he served as senior product manager. His expertise includes a focus on customer acquisition and program development for automotive retail, traditional, buying group, mass, OES and e-commerce accounts. Prior to joining Bosch, Perkowski was part of the General Motors service engineering program, where he worked on key elements of the service parts release process and design release criteria.

Kit Car Builder magazine has changed its name to Car Builder. “Both our readers and advertisers have been requesting a broader editorial focus,” said Editor and Publisher Steve Temple. “While the term ‘kit car’ is familiar to most auto enthusiasts, the market has grown up considerably since the early days of dune buggies, and the magazine has matured as well. So our new name reflects these changing times.” Many of the project cars currently covered by the publication are more technologically refined and require a substantial investment of time and money. SCT Communications, Reno, NV; 310-377-6612.

Jonathan Hladney, from Brackenridge, Pennsylvania, was named the 2014 Mitchell 1 Automotive Technology Outstanding Student during the North American Council of Automotive Teachers (NACAT) conference held in Greenville, South Carolina. Hladney received a $2,500 scholarship, a check for $500 and round-trip airfare and accommodations for himself and a guest to attend the NACAT conference. Hladney is a graduate of Highlands High School (Natrona Heights, Pennsylvania). He received the National Technical Honor Society award twice, was a member of SkillsUSA and was employed as an apprentice technician at Spitzer Toyota/Scion (Monroeville, Pennsylvania). Mitchell 1, Poway, CA; 858-391-5000.

The Hybrid Shop named Dave Crawford chief executive officer. He is responsible for the company’s day-to-day operations and management. The Hybrid Shop’s founder and former CEO, Matt Curry, will continue to oversee the company’s evolution in his new position as chief visionary officer. Crawford, who has more than 40 years of experience in the automotive industry, has a background that includes a full spectrum of skills and experience in operations, management and marketing at the executive level.

Scott Joseph, the owner and former president of J&L Marketing, has moved to the role of CEO and has named Jamil Zabaneh the company’s new president. According to Joseph, the move will allow him to put additional focus on the company’s long term. “The company has simply gotten too large for one person to oversee, which is a good thing,” Joseph said. “Naming Jamil Zabaneh as president will allow me to hand over the day-to-day duties of managing J&L Marketing to him.” Zabaneh has been with J&L Marketing for five years, most recently as vice president of national accounts. J&L reports that Zabaneh’s recent contributions to product improvements have been pivotal.

Drake Automotive Group hired Mark Mathews to manage the company’s growing marketing and advertising department. Mathews joins Drake after seven years with the Transamerican Manufacturing Group, where he managed the marketing for several brands. Mathews was previously the marketing and promotions manager for Automotive Engineered Products Inc., which manufactured JBA Headers & Exhaust. Mathews will be responsible for managing all aspects of marketing and advertising for Drake. Drake Automotive, Henderson, NV; 702-853-2060.

Kristin Grons has joined Brake Parts Inc. as marketing manager. In her new role, Grons is responsible for leading the planning and execution of marketing strategies for Raybestos brand brakes. She will provide leadership insights and support corporate strategic objectives as well as analyze research and manage advertising, social media, promotional programs and social, digital and web strategies. Prior to joining Brake Parts Inc., Grons served as product and creative services manager for Intermatic Inc. in Spring Grove, Illinois. Brake Parts Inc., McHenry, IL; 815-759-7658.

Through an initiative to help customers understand the importance of battery maintenance, CTEK Power Inc. has released the first two in a series of 10 educational articles. The first two articles cover the functions that a battery performs and how a battery works. The third article will provide insight on different battery types. The educational articles are available through CTEK’s website as downloadable PDF files. Visit CTEK at the 2014 SEMA Show in the Racing and Performance section, booth #24129. CTEK Power Inc., Twinsburg, OH; 330-963-0981.

Flaming River Industries Inc. announced that hot-rodding and racing veteran Ron Skyrme has joined its team. Skyrme will lead new-business development for Flaming River and will call on customers and represent Flaming River at industry shows and events in areas primarily west of the Mississippi River. Skyrme has been involved in the automotive industry since the early ’70s. He opened his own paint and striping shop at the age of 22. He recently finished a 24-year career with DuPont USA, working as a technical advisor in the automotive finishes division. Flaming River Industries, Berea, OH; 440-826-4488.

TA Associates, one of the world’s largest and oldest private equity investment firms, acquired Tectum Holdings Inc. (THI). THI manufactures tonneau covers, bedliners and related truck accessories. Kinderhook Industries formed THI in 2007 with a merger between Extang and TruXedo. THI has expanded to a family of seven recognized brands: Extang, TruXedo, BedRug, UnderCover, Advantage, Retrax and BAK Industries. “I’m convinced that we will continue to thrive and set the standard for the industry’s best truck accessories through the combined capabilities of our companies” said THI CEO and President Bill Reminder. Reminder will continue in his current role, as will all members of the company’s executive and management teams.

Snow Performance Inc. has announced that Jake Snow has accepted the position of director of operations of Snow Performance, reporting to President Matt Snow. Jake Snow [Matt Snow’s son] will have total oversight of day-to-day operations, including purchasing, receivables and social media. He will also be integral in all financial and strategic planning aspects of the company. Jake Snow recently graduated with a B.S. in finance from Colorado State University and has management experience as squadron leader and 1st lieutenant in the U.S. Air Force ROTC, where he also earned a pilot slot. Snow Performance, Woodland Park, CO; 719-633-3811.

Trim Parts Holdings Corp. has acquired Mr. Mustang, making the company the latest member of a rapidly growing family of restoration parts manufacturers. Mr. Mustang manufactures and distributes high-quality ’64–’73 Ford Mustang restoration components. Founded in 1975 by Carl Pendley, Mr. Mustang became a highly respected and well-known name among Mustang enthusiasts around the world by manufacturing its brand of more than 200 components to exact OEM specifications. Upon the acquisition, Mr. Mustang will operate out of the Trim Parts facility in Lebanon, Ohio, and production will be headed by Pendley’s daughter, Connie Johnson. Trim Parts Holdings, Lebanon, OH; 513-934-0815.

Rattletrap Productions announced that “Stacey David’s GearZ” will air at 8:30 a.m. (EST) Sunday on the Velocity channel starting in October 2014. “GearZ” will also continue syndication on MAVTV on Fridays and Sundays, elevating the viewership potential of this award-winning DIY show to close to 100 million. Viewers can get access to full-length, commercial-free episodes through the online community, GearZNation. For advertising opportunities, contact Brian Zembrycki at brianz@rattletrapproductions.com. Rattletrap Productions, White House, TN; 615-868-6203.

Yokohama Tire Corp. announced that it is moving its western region distribution center from the current facility in Fullerton, California, to a new 658,000-square-foot facility in Chino, California. The company expects the move to be completed later this year. The new western region distribution center, located at 16388 Fern Avenue in the county of San Bernardino, is designed to hold tires at more than twice the capacity of the existing warehouse and bring together both fulltime and contract labor. Yokohama Tire Corp., Fullerton, CA; 714-870-3800.

The University of Northwestern Ohio will offer a bachelor’s degree in automotive technology supervision. This allows students who have obtained an associate’s degree in automotive technology, agricultural equipment technology, diesel technology, high performance motorsports technology or alternate fuels technology to complete the requirements for a bachelor’s degree in just two additional years of study. Prospective students fall into two categories: those who have already completed an associate’s degree and those who are just entering college for the first time. Those who have already received their associate’s degree in one of the above-mentioned fields can begin classes in the fall or spring quarter for 24 months. University of Northwestern Ohio, Lima, OH; 419-998-3120.

SEMA News—October 2014

INDUSTRY NEWS

Fast Facts

Hastings Manufacturing Co. has appointed Sarah Kollar to the position of marketing manager. She will report to Senior Vice President Sales & Marketing Ken Holbrook. Kollar previously performed account management for the company’s OEM activities as well as significant interaction with aftermarket activities, including customer service. In her new role, Kollar will direct the sales and marketing team and develop both aftermarket and OEM partnerships that support the company’s strategic growth.

Amos Media, owners of the bimonthly magazine and website Cars & Parts, has hired Glenn Bucher as publisher for all its automotive platforms. Bucher has worked for more than 25 years in the field of automotive publishing. He and his team plan to reinvent Cars & Parts for high-performance, tech, DIY, all-out driving and maximum aftermarket sales. Amos Media, Sidney, OH; 800-834-5479.

Luke Perkowski has been named director of marketing and product management for ATP Automotive. Perkowski came to ATP Inc. from Bosch, where he served as senior product manager. His expertise includes a focus on customer acquisition and program development for automotive retail, traditional, buying group, mass, OES and e-commerce accounts. Prior to joining Bosch, Perkowski was part of the General Motors service engineering program, where he worked on key elements of the service parts release process and design release criteria.

Kit Car Builder magazine has changed its name to Car Builder. “Both our readers and advertisers have been requesting a broader editorial focus,” said Editor and Publisher Steve Temple. “While the term ‘kit car’ is familiar to most auto enthusiasts, the market has grown up considerably since the early days of dune buggies, and the magazine has matured as well. So our new name reflects these changing times.” Many of the project cars currently covered by the publication are more technologically refined and require a substantial investment of time and money. SCT Communications, Reno, NV; 310-377-6612.

Jonathan Hladney, from Brackenridge, Pennsylvania, was named the 2014 Mitchell 1 Automotive Technology Outstanding Student during the North American Council of Automotive Teachers (NACAT) conference held in Greenville, South Carolina. Hladney received a $2,500 scholarship, a check for $500 and round-trip airfare and accommodations for himself and a guest to attend the NACAT conference. Hladney is a graduate of Highlands High School (Natrona Heights, Pennsylvania). He received the National Technical Honor Society award twice, was a member of SkillsUSA and was employed as an apprentice technician at Spitzer Toyota/Scion (Monroeville, Pennsylvania). Mitchell 1, Poway, CA; 858-391-5000.

The Hybrid Shop named Dave Crawford chief executive officer. He is responsible for the company’s day-to-day operations and management. The Hybrid Shop’s founder and former CEO, Matt Curry, will continue to oversee the company’s evolution in his new position as chief visionary officer. Crawford, who has more than 40 years of experience in the automotive industry, has a background that includes a full spectrum of skills and experience in operations, management and marketing at the executive level.

Scott Joseph, the owner and former president of J&L Marketing, has moved to the role of CEO and has named Jamil Zabaneh the company’s new president. According to Joseph, the move will allow him to put additional focus on the company’s long term. “The company has simply gotten too large for one person to oversee, which is a good thing,” Joseph said. “Naming Jamil Zabaneh as president will allow me to hand over the day-to-day duties of managing J&L Marketing to him.” Zabaneh has been with J&L Marketing for five years, most recently as vice president of national accounts. J&L reports that Zabaneh’s recent contributions to product improvements have been pivotal.

Drake Automotive Group hired Mark Mathews to manage the company’s growing marketing and advertising department. Mathews joins Drake after seven years with the Transamerican Manufacturing Group, where he managed the marketing for several brands. Mathews was previously the marketing and promotions manager for Automotive Engineered Products Inc., which manufactured JBA Headers & Exhaust. Mathews will be responsible for managing all aspects of marketing and advertising for Drake. Drake Automotive, Henderson, NV; 702-853-2060.

Kristin Grons has joined Brake Parts Inc. as marketing manager. In her new role, Grons is responsible for leading the planning and execution of marketing strategies for Raybestos brand brakes. She will provide leadership insights and support corporate strategic objectives as well as analyze research and manage advertising, social media, promotional programs and social, digital and web strategies. Prior to joining Brake Parts Inc., Grons served as product and creative services manager for Intermatic Inc. in Spring Grove, Illinois. Brake Parts Inc., McHenry, IL; 815-759-7658.

Through an initiative to help customers understand the importance of battery maintenance, CTEK Power Inc. has released the first two in a series of 10 educational articles. The first two articles cover the functions that a battery performs and how a battery works. The third article will provide insight on different battery types. The educational articles are available through CTEK’s website as downloadable PDF files. Visit CTEK at the 2014 SEMA Show in the Racing and Performance section, booth #24129. CTEK Power Inc., Twinsburg, OH; 330-963-0981.

Flaming River Industries Inc. announced that hot-rodding and racing veteran Ron Skyrme has joined its team. Skyrme will lead new-business development for Flaming River and will call on customers and represent Flaming River at industry shows and events in areas primarily west of the Mississippi River. Skyrme has been involved in the automotive industry since the early ’70s. He opened his own paint and striping shop at the age of 22. He recently finished a 24-year career with DuPont USA, working as a technical advisor in the automotive finishes division. Flaming River Industries, Berea, OH; 440-826-4488.

TA Associates, one of the world’s largest and oldest private equity investment firms, acquired Tectum Holdings Inc. (THI). THI manufactures tonneau covers, bedliners and related truck accessories. Kinderhook Industries formed THI in 2007 with a merger between Extang and TruXedo. THI has expanded to a family of seven recognized brands: Extang, TruXedo, BedRug, UnderCover, Advantage, Retrax and BAK Industries. “I’m convinced that we will continue to thrive and set the standard for the industry’s best truck accessories through the combined capabilities of our companies” said THI CEO and President Bill Reminder. Reminder will continue in his current role, as will all members of the company’s executive and management teams.

Snow Performance Inc. has announced that Jake Snow has accepted the position of director of operations of Snow Performance, reporting to President Matt Snow. Jake Snow [Matt Snow’s son] will have total oversight of day-to-day operations, including purchasing, receivables and social media. He will also be integral in all financial and strategic planning aspects of the company. Jake Snow recently graduated with a B.S. in finance from Colorado State University and has management experience as squadron leader and 1st lieutenant in the U.S. Air Force ROTC, where he also earned a pilot slot. Snow Performance, Woodland Park, CO; 719-633-3811.

Trim Parts Holdings Corp. has acquired Mr. Mustang, making the company the latest member of a rapidly growing family of restoration parts manufacturers. Mr. Mustang manufactures and distributes high-quality ’64–’73 Ford Mustang restoration components. Founded in 1975 by Carl Pendley, Mr. Mustang became a highly respected and well-known name among Mustang enthusiasts around the world by manufacturing its brand of more than 200 components to exact OEM specifications. Upon the acquisition, Mr. Mustang will operate out of the Trim Parts facility in Lebanon, Ohio, and production will be headed by Pendley’s daughter, Connie Johnson. Trim Parts Holdings, Lebanon, OH; 513-934-0815.

Rattletrap Productions announced that “Stacey David’s GearZ” will air at 8:30 a.m. (EST) Sunday on the Velocity channel starting in October 2014. “GearZ” will also continue syndication on MAVTV on Fridays and Sundays, elevating the viewership potential of this award-winning DIY show to close to 100 million. Viewers can get access to full-length, commercial-free episodes through the online community, GearZNation. For advertising opportunities, contact Brian Zembrycki at brianz@rattletrapproductions.com. Rattletrap Productions, White House, TN; 615-868-6203.

Yokohama Tire Corp. announced that it is moving its western region distribution center from the current facility in Fullerton, California, to a new 658,000-square-foot facility in Chino, California. The company expects the move to be completed later this year. The new western region distribution center, located at 16388 Fern Avenue in the county of San Bernardino, is designed to hold tires at more than twice the capacity of the existing warehouse and bring together both fulltime and contract labor. Yokohama Tire Corp., Fullerton, CA; 714-870-3800.

The University of Northwestern Ohio will offer a bachelor’s degree in automotive technology supervision. This allows students who have obtained an associate’s degree in automotive technology, agricultural equipment technology, diesel technology, high performance motorsports technology or alternate fuels technology to complete the requirements for a bachelor’s degree in just two additional years of study. Prospective students fall into two categories: those who have already completed an associate’s degree and those who are just entering college for the first time. Those who have already received their associate’s degree in one of the above-mentioned fields can begin classes in the fall or spring quarter for 24 months. University of Northwestern Ohio, Lima, OH; 419-998-3120.