SEMA News—February 2012

BEST PRACTICES
By Mike Imlay

Video Made Simple

If a picture is worth a thousand words, how much more is a streaming video worth at 30 frames per second?

When it comes to branding, search-engine optimization and, ultimately, sales in this digital age, online videos can make a crucial difference in a small company’s marketing. In the realm of sales alone, studies now show web video to be a top influencer in consumer research and purchasing decisions.

“Online video is huge for all sorts of reasons, but one of the biggest is that about 70% of traffic online is actually video,” said Rick Husong, owner and chief creative director of Lucid Media, a Los Angeles-based agency specializing in digital and interactive advertising. “As such, all your major search engines—Google, Yahoo—are giving some preferential treatment to video content.”

Tyler Tanaka, vice president of business development for PostRelease and Cie Digital Labs, which also assists businesses with content marketing, said that failure to produce online videos can be just as detrimental as a webpage devoid of product details.

“Video nowadays is just like a webpage,” Tanaka said. “If you have a new product but don’t post that information on your website, you’re preventing sales.”

Unfortunately, professional video production can seem costly for small businesses with limited marketing resources. The good news is that “going amateur” is not only budget-friendly but easier and, when done right, more effective than you might think.

Just Shoot It

You don’t have to be a Cecil B. DeMille to grab attention on the web. Take CNET’s popular reviews, for example, where one of the website’s several editors simply faces a video camera to briefly explain and offer the pros and cons of electronic products to consumers. There’s nothing flashy about these videos, yet they were instrumental in drawing an estimated average of 15.3 million visitors per month to CNET.com between April and September 2011.

According to Tanaka, that shouldn’t be a surprise.

“Generally, most user-absorbed content nowadays is not professional quality,” he said. “A lot of [industry] people don’t create videos just because there’s a fear factor involved with it. What’s most important is that you actually go through the steps of creating the content, regardless of the quality.”

In fact, amateur video production may actually work in a small business’s favor. The current philosophy of YouTube and other video sites is to encourage a wide range of content levels because that drives traffic—which is good for advertisers, search engines, social media sites, other web shareholders and, ultimately, end users.

“It’s interesting that when you’re scouring what goes viral on YouTube and what doesn’t, very rarely does professional content go viral and get many views,” observed Tanaka.

In other words, your low-budget video has just as much chance of resonating with web users as slickly produced content. The Holy Grail, of course, is creating something that online viewers find interesting and entertaining enough to share via Facebook, Twitter and other social media. To do that, you’ll want to bring at least some level of professional thinking to your project.

“At the end of the day it’s good to get the information out there, but it’s also going to be a representation of your brand,” Husong said. “Anything worth doing is worth doing well. If you’re going to do it, you should put some real time, thought and energy into it.”

Fortunately, most amateurs can quickly attain the knowledge and skills. It all starts with the basic questions that apply to most marketing endeavors. First, said Husong, ask yourself, “What’s the final application for all this? What are our real goals?” Then, after determining those answers, “work backward” to accomplish your goals through another series of basic project-management questions:

• What’s the budget?
• Who is the intended audience?
• Who is going to write the script?
• Who is going to be in the video?
• Where will it be shot? What should the background look like?
• How many cameras should be used?
• What other equipment or props will be needed?
• What kind of sound or music, if any, will accompany the visuals?
• Who will edit the video, and what software will they use?

The point is to have a plan and a “shooting script”—don’t try to wing it or shoot from the hip. Husong put it well: “Ultimately, my opinion is that if you’re not willing to give it that amount of time and energy, then it’s not worth doing. It can be done by yourself, and it can be done well by yourself, but it would be smart to educate yourself and spend the time necessary.”

Tanaka advised also trying to think outside the box, especially in terms of audience: “Sometimes your video content doesn’t need to go viral or be made for the masses. It needs to be made for that clutch guy working on a dragster, and that clutch guy is going to find that important information or the answers he’s been looking for.”

Regardless of subject matter, take a realistic look at your budget. If you have multiple products but can’t afford to create videos for them all, don’t get discouraged. Simply confine your first efforts to one or two of your hottest products. If those videos prove to be good returns on investment, then choose another subject and slowly build your online video portfolio.

Remember, too, that equipment needn’t be extravagant. “For a couple thousand dollars, you can get a really nice, cinema-quality camera,” noted Husong. Plus there are plenty of inexpensive, easy-to-use editing tools for the computer. Renting equipment is yet another option.

Kristen Damberger, graphic designer for Cometic Gaskets, advocates just diving in with whatever equipment you have available. After all, that’s what she did for SEMA-member company Cometic Gasket, a small, worldwide supplier of custom and short-run gaskets for the
powersports segment.

“It seems like everyone’s doing videos nowadays,” she said. “I started looking at some of the ones online and thought, ‘I can do that...’ So I just grabbed my Flip camera and tried it one afternoon.”

Her first effort produced an approximately five-minute web video featuring a company product engineer teaching motorcycle consumers how to do a pre-ride check. She then produced another impromptu iPhone video focusing on the testing of a new engine-services part straight from the company’s shop.

Since making her first two online videos, Damberger has struck up friendships with professional videographers in her area. They have invited her to observe some of their shoots to help hone her skills.

“I’m going to take their ideas and how they do things and scale it down to us,” she said. “My plan is to get four or five videos under my belt and post them one at a time a couple weeks apart to keep the interest going.”

Once she has done so, the company will begin to actively promote the new online series to customers and consumers.

Calling in the Pros

If you’re still wary of self-made videos after weighing all the costs and benefits, that’s not a problem, said Husong. “A lot of people are so busy, sometimes it just makes sense to bring in another company and have them do it for you,” he said. “There are a lot of video companies out there these days, and that’s both a good thing and a bad thing.”

Good because help is widely available at competitive pricing; bad because there are also a good share of fly-by-night operations. The trick is finding the right video producer without falling prey to an inexperienced or outright disreputable company. “I can’t tell you how many projects I get cleaning up after other peoples’ messes,” Husong cautioned.

Here, the usual business rules apply. You’ll want to get recommendations and referrals from others. Gather estimates, and question those that seem to be lowballs. (As the adage goes, if it seems too good to be true, it probably is.) Ask for and judiciously check references. Above all, don’t let anyone talk circles around you.

“A lot of first-timers coming into video production seem to be intimidated by the whole process, but it’s not rocket science,” said Husong. “Look for a company that helps educate you through the process and makes you feel like you’re part of the process. At the end of the day, it’s all about the people. If you can’t get along and communicate with the people, it’s flawed from the start.”

Five Web Shooting Tips

Lights, camera, action! Although you’re not out to shoot the next Hollywood epic, you can add a professional touch to your digital productions by following a few basics.

Small Is the Goal: Remember that your finished video is destined for the small screen—a computer monitor or mobile device. Get in close to your subject and avoid wide shots that take in too much background. Also, images will show increased “pixilation” as video is compressed for online viewing, meaning that stripes and other detailed patterns will blur and look funny. Best to avoid them.

Stable Is Good: The tripod is your friend. Use it to eliminate “the shakes” and other distracting camera movements. Moreover, too many fast zooms and sweeping pan shots will make you look too amateurish. Keeping the camera still and focused on one place is a good strategy for novices. And never, ever use the optical or digital zoom feature. If your lens can’t get a tight enough shot, position the camera closer to your subject.

Noise Is Bad: Too many novices treat sound as an afterthought. Our brains tend to filter subtle noise intrusions. Microphones aren’t so discriminating. Don’t rely on editing software to fix your video’s sound in post-production. When choosing the setting for your video, listen carefully for stray ambient or background noises and eliminate them or find a quieter setting. For speaking subjects, an external microphone (as opposed to a camera-mounted mic) will add professional quality to your video.

Light Is Tricky: Harsh, contrast lighting can ruin an otherwise good video. Indoors, you will want to wash the room with a soft, evenly dispersed light. Outdoors, mornings and late afternoons typically offer the best lighting. In fact, depending on your subject, an overcast day can actually be ideal. The point is to reduce overly bright highlights as well as harsh shadows falling on your subject—especially if it’s a person. Also, make sure that your camera’s white balance is set correctly for your lighting conditions.

Learning Is Easy: Whether through an adult learning center or a community college extension course, there is sure to be an affordable, basic video-making class in your area. This relatively small investment of time and money will go a long way in elevating the quality of your company’s amateur productions.

SEMA News—February 2012

BEST PRACTICES
By Mike Imlay

Video Made Simple

If a picture is worth a thousand words, how much more is a streaming video worth at 30 frames per second?

When it comes to branding, search-engine optimization and, ultimately, sales in this digital age, online videos can make a crucial difference in a small company’s marketing. In the realm of sales alone, studies now show web video to be a top influencer in consumer research and purchasing decisions.

“Online video is huge for all sorts of reasons, but one of the biggest is that about 70% of traffic online is actually video,” said Rick Husong, owner and chief creative director of Lucid Media, a Los Angeles-based agency specializing in digital and interactive advertising. “As such, all your major search engines—Google, Yahoo—are giving some preferential treatment to video content.”

Tyler Tanaka, vice president of business development for PostRelease and Cie Digital Labs, which also assists businesses with content marketing, said that failure to produce online videos can be just as detrimental as a webpage devoid of product details.

“Video nowadays is just like a webpage,” Tanaka said. “If you have a new product but don’t post that information on your website, you’re preventing sales.”

Unfortunately, professional video production can seem costly for small businesses with limited marketing resources. The good news is that “going amateur” is not only budget-friendly but easier and, when done right, more effective than you might think.

Just Shoot It

You don’t have to be a Cecil B. DeMille to grab attention on the web. Take CNET’s popular reviews, for example, where one of the website’s several editors simply faces a video camera to briefly explain and offer the pros and cons of electronic products to consumers. There’s nothing flashy about these videos, yet they were instrumental in drawing an estimated average of 15.3 million visitors per month to CNET.com between April and September 2011.

According to Tanaka, that shouldn’t be a surprise.

“Generally, most user-absorbed content nowadays is not professional quality,” he said. “A lot of [industry] people don’t create videos just because there’s a fear factor involved with it. What’s most important is that you actually go through the steps of creating the content, regardless of the quality.”

In fact, amateur video production may actually work in a small business’s favor. The current philosophy of YouTube and other video sites is to encourage a wide range of content levels because that drives traffic—which is good for advertisers, search engines, social media sites, other web shareholders and, ultimately, end users.

“It’s interesting that when you’re scouring what goes viral on YouTube and what doesn’t, very rarely does professional content go viral and get many views,” observed Tanaka.

In other words, your low-budget video has just as much chance of resonating with web users as slickly produced content. The Holy Grail, of course, is creating something that online viewers find interesting and entertaining enough to share via Facebook, Twitter and other social media. To do that, you’ll want to bring at least some level of professional thinking to your project.

“At the end of the day it’s good to get the information out there, but it’s also going to be a representation of your brand,” Husong said. “Anything worth doing is worth doing well. If you’re going to do it, you should put some real time, thought and energy into it.”

Fortunately, most amateurs can quickly attain the knowledge and skills. It all starts with the basic questions that apply to most marketing endeavors. First, said Husong, ask yourself, “What’s the final application for all this? What are our real goals?” Then, after determining those answers, “work backward” to accomplish your goals through another series of basic project-management questions:

• What’s the budget?
• Who is the intended audience?
• Who is going to write the script?
• Who is going to be in the video?
• Where will it be shot? What should the background look like?
• How many cameras should be used?
• What other equipment or props will be needed?
• What kind of sound or music, if any, will accompany the visuals?
• Who will edit the video, and what software will they use?

The point is to have a plan and a “shooting script”—don’t try to wing it or shoot from the hip. Husong put it well: “Ultimately, my opinion is that if you’re not willing to give it that amount of time and energy, then it’s not worth doing. It can be done by yourself, and it can be done well by yourself, but it would be smart to educate yourself and spend the time necessary.”

Tanaka advised also trying to think outside the box, especially in terms of audience: “Sometimes your video content doesn’t need to go viral or be made for the masses. It needs to be made for that clutch guy working on a dragster, and that clutch guy is going to find that important information or the answers he’s been looking for.”

Regardless of subject matter, take a realistic look at your budget. If you have multiple products but can’t afford to create videos for them all, don’t get discouraged. Simply confine your first efforts to one or two of your hottest products. If those videos prove to be good returns on investment, then choose another subject and slowly build your online video portfolio.

Remember, too, that equipment needn’t be extravagant. “For a couple thousand dollars, you can get a really nice, cinema-quality camera,” noted Husong. Plus there are plenty of inexpensive, easy-to-use editing tools for the computer. Renting equipment is yet another option.

Kristen Damberger, graphic designer for Cometic Gaskets, advocates just diving in with whatever equipment you have available. After all, that’s what she did for SEMA-member company Cometic Gasket, a small, worldwide supplier of custom and short-run gaskets for the
powersports segment.

“It seems like everyone’s doing videos nowadays,” she said. “I started looking at some of the ones online and thought, ‘I can do that...’ So I just grabbed my Flip camera and tried it one afternoon.”

Her first effort produced an approximately five-minute web video featuring a company product engineer teaching motorcycle consumers how to do a pre-ride check. She then produced another impromptu iPhone video focusing on the testing of a new engine-services part straight from the company’s shop.

Since making her first two online videos, Damberger has struck up friendships with professional videographers in her area. They have invited her to observe some of their shoots to help hone her skills.

“I’m going to take their ideas and how they do things and scale it down to us,” she said. “My plan is to get four or five videos under my belt and post them one at a time a couple weeks apart to keep the interest going.”

Once she has done so, the company will begin to actively promote the new online series to customers and consumers.

Calling in the Pros

If you’re still wary of self-made videos after weighing all the costs and benefits, that’s not a problem, said Husong. “A lot of people are so busy, sometimes it just makes sense to bring in another company and have them do it for you,” he said. “There are a lot of video companies out there these days, and that’s both a good thing and a bad thing.”

Good because help is widely available at competitive pricing; bad because there are also a good share of fly-by-night operations. The trick is finding the right video producer without falling prey to an inexperienced or outright disreputable company. “I can’t tell you how many projects I get cleaning up after other peoples’ messes,” Husong cautioned.

Here, the usual business rules apply. You’ll want to get recommendations and referrals from others. Gather estimates, and question those that seem to be lowballs. (As the adage goes, if it seems too good to be true, it probably is.) Ask for and judiciously check references. Above all, don’t let anyone talk circles around you.

“A lot of first-timers coming into video production seem to be intimidated by the whole process, but it’s not rocket science,” said Husong. “Look for a company that helps educate you through the process and makes you feel like you’re part of the process. At the end of the day, it’s all about the people. If you can’t get along and communicate with the people, it’s flawed from the start.”

Five Web Shooting Tips

Lights, camera, action! Although you’re not out to shoot the next Hollywood epic, you can add a professional touch to your digital productions by following a few basics.

Small Is the Goal: Remember that your finished video is destined for the small screen—a computer monitor or mobile device. Get in close to your subject and avoid wide shots that take in too much background. Also, images will show increased “pixilation” as video is compressed for online viewing, meaning that stripes and other detailed patterns will blur and look funny. Best to avoid them.

Stable Is Good: The tripod is your friend. Use it to eliminate “the shakes” and other distracting camera movements. Moreover, too many fast zooms and sweeping pan shots will make you look too amateurish. Keeping the camera still and focused on one place is a good strategy for novices. And never, ever use the optical or digital zoom feature. If your lens can’t get a tight enough shot, position the camera closer to your subject.

Noise Is Bad: Too many novices treat sound as an afterthought. Our brains tend to filter subtle noise intrusions. Microphones aren’t so discriminating. Don’t rely on editing software to fix your video’s sound in post-production. When choosing the setting for your video, listen carefully for stray ambient or background noises and eliminate them or find a quieter setting. For speaking subjects, an external microphone (as opposed to a camera-mounted mic) will add professional quality to your video.

Light Is Tricky: Harsh, contrast lighting can ruin an otherwise good video. Indoors, you will want to wash the room with a soft, evenly dispersed light. Outdoors, mornings and late afternoons typically offer the best lighting. In fact, depending on your subject, an overcast day can actually be ideal. The point is to reduce overly bright highlights as well as harsh shadows falling on your subject—especially if it’s a person. Also, make sure that your camera’s white balance is set correctly for your lighting conditions.

Learning Is Easy: Whether through an adult learning center or a community college extension course, there is sure to be an affordable, basic video-making class in your area. This relatively small investment of time and money will go a long way in elevating the quality of your company’s amateur productions.

Motovicity Distribution Adds Susan Ozimek VP of Purchasing and Category Management
Motovicity Distribution hired Susan Ozimek as vice president of purchasing and category management. Ozimek was recently COO for the Lighting Supply Co., where Motovicity says her strategic direction and systems and technology upgrades doubled sales and profit revenues. According to Motovicity, Ozimek will bring focus to vendor relations and product management to support the company's business and customer-satisfaction goals.

	Motorsports veteran Todd Snyder will serve as the director of competition for the SCCA Pro Racing Playboy Mazda MX-5 Cup.

Todd Snyder Named Director of Competition SCCA Pro MX-5 Cup
SCCA Pro Racing hired motorsports veteran Todd Snyder will serve as the director of competition for the SCCA Pro Racing Playboy Mazda MX-5 Cup. Snyder has been involved in the motorsports industry for nearly 30 years, competing as a driver in the open-wheel Indy Light series and has competed regularly in the Grand-Am Continental Tire Challenges races over the past five seasons. As director of competition, Snyder will be responsible for providing coaching and oversight to drivers, including reviewing all on-track activity and assisting race officials with decisions throughout an event weekend.

Hedges & Co. Launches Part-Specific Research
SEMA member Hedges & Company announced that it now offers downloadable, part-specific research reports—which includes reports on automotive enthusiasts' buying behavior and brand perceptions—through its new Market Research Store at www.HedgesCompany.com. The reports are based on research compiled from surveys sent to more than 100,000 automotive enthusiasts. Both types of reports show data in an easy-to-read graph format with bullet point summaries of key findings. "The online store offers our new part-specific BuyerZoom and BrandZoom research reports. We've made it easier for aftermarket business owners and managers to get this valuable consumer research on specific products without the time and expense of fielding their own study," said Julie Hedges, president of Hedges & Company.

International Drag Racing Hall of Fame Announces 2012 Honorees
The International Drag Racing Hall of Fame, based at the Don Garlits Museum of Drag Racing in Ocala, Florida, announced the 2012 class of honorees. They are: Bob Brandt, John Mazmanian, Don Moody, Ray Motes, Mike Kuhl, Carl Olson and Ed Schartman. In addition, popular West Coast race promoter/marketer Bill Doner will also be honored as the recipient of the 2012 "Founder’s Award." The ceremony and dinner takes place at the Hilton/University of Florida Conference Center on Thursday, March 8, during the NHRA Gatornationals weekend. More details are available at www.garlits.com.

Infineon Names Michael Re Ticket Operations Manager
Infineon Raceway named Michael Re as ticket operations manager. Re has more than 25 years of ticketing experience, and will manage all aspects of ticket operations and services at the raceway, including policies and procedures related to ticket sales, pricing and allocation. The raceway also says that Re will coordinate accounting procedures on behalf of the ticketing department, oversee the maintenance of the ticketing system and will oversee customer-service functions.

2011 Hot Rod Speed Parts Hall of Fame Inductees
The Mickey Thompson Sportsman Pro tire was among five legendary speed parts selected for induction into the Hot Rod Magazine Speed Parts Hall of Fame for 2011. According to Hot Rod, the company revolutionized the tire business in the early '60s with innovative, low-profile rubber and created the tire that changed the world of street cars with the Sportsman Pro. The other newly added parts to the Hot Rod Speed Parts Hall of Fame are Center Line Auto Drag wheels, General Motors Performance Parts ZZZ HO crate engine, Deist Safety Drag Parachutes, and Speedmasters Inc. Aluminum Small-Block Chevy Heads. Read more about the Hot Rod Magazine Hall of Fame and its 2011 inductees.

	The WyoTech-branded motorcycle, built by Orange County Choppers on the "American Chopper" TV show with the help of WyoTech students, will visit several events across the country through July 2012.

Student-Built WyoTech Motorcycle Tour Dates, Locations Announced
The WyoTech-branded motorcycle, built by Orange County Choppers on the "American Chopper" TV show with the help of WyoTech students, will visit several events across the country through July 2012. The bike made its debut January 27 at the Pittsburgh Autorama, and the remaining stops include: World of Wheels, February 10–12, North Birmingham, Alabama; Detroit Autorama, February 24–26, Detroit; Bike Week, March 9–18, Daytona Beach, Florida; DUB Show, March 25, Anaheim, California; WyoTech-Sacramento Car Show, May 5, Sacramento, California; WyoTech/NSRA Car Show, May 19, Laramie, Wyoming; Ford/AAA Students Skills Finals, June 10–12, Dearborn, Michigan; Thunder in the Valley, June 21–22, Johnstown, Pennsylvania; SkillsUSA Competition, June 23–27, Kansas City, Missouri; and California State Fair, July 12–15, Sacramento. More information on the bike and tour are available at www.wyochopper.com.

Granatelli Motor Sports Named Title Sponsor of NMCA West Coast Mustang Madness
Granatelli Motor Sports announced that the company is the title sponsor of the NMCA's West Coast Mustang Madness series—an all-new, four-race series that caters to the West Coast Mustang drag-racing scene. The races are set for Auto Club Dragway, Fontana, California, April 20–22; Famoso Dragway, Bakersfield, California, June 22–24; Speed World Dragway, Phoenix; September 28–30; Auto Club Dragway, Fontana, California, October 19–21. "The NMCA WEST Street Car Series sponsorship is a natural for us since are roots run deep in the Mustang drag racing arena," stated J.R. Granatelli, owner of Granatelli Motor Sports Inc. "Additionally, we’ll enhance an already strong connection with racers, both who know and use Granatelli and those who aren’t familiar with what we offer. We strongly believe racing is the best way to engage racers and support them in their endeavors."

	Truck Trend magazine highlights the SEMA Show's Top 25 Best New Products for trucks and SUVs in its April 2012 issue.

Truck Trend Magazine Highlights the SEMA Show's Top 25 Best New Products

Following the 2011 SEMA Show, Truck Trend magazine selected the SEMA Show's Top 25 Best New Products for trucks and SUVs. The complete article, written by Allyson Harwood for the April 2012 issue of Truck Trend, and available online, features Truck Trend’s favorites.

The complete list is as follows:

• Escort Live!, Escort/Beltronics Radar Detectors
• Mickey Thompson Performance Tires & Wheels, Mickey Thompson Classic Big-Rig Wheel
• BD Diesel Performance, Cam Caster Adjuster Kit
• Extreme Outback Products, Extreme Outback Compressor
• Monster Hooks Inc., Monster Hook
• Mac's Custom Tie Downs, Trail D-Vise
• Daystar Products International, Daystar Cam Can
• Go Rhino! Products, Dominator D4
• Vortech Engineering, Vortech Raptor Supercharger
• Superchips, Superchips Vivid PAQ
• American Force Wheels, American Force 8/10-Lug Adapter
• Weld Racing LLC, Weld Wheels
• Bestop Inc., Bestop TrekStep
• Extang Corp., Extang EnCore Tonneau
• PullRite, Superrail Mounting Kit
• Las Vegas Tool LLC, Easy Puller
• Rugged Ridge, Rugged Ridge Dual Battery Relay Kit
• Optima Batteries, Optima Batteries Digital 1200 Battery Charger
• Hi-Lift Jack Co., Hi-Lift Off-Road Base
• BOLT Locks
• Warn Industries Inc., Warn PullzAll
• Dynatrac Products Co., Dynatrac Free Spin HD Hub Conversion
• Banks Power, Banks Brake
• Cargo Ease Inc., Cargo Ease Ramp
• SnowBear Ltd., StrongBox Trailer

Motovicity Distribution Adds Susan Ozimek VP of Purchasing and Category Management
Motovicity Distribution hired Susan Ozimek as vice president of purchasing and category management. Ozimek was recently COO for the Lighting Supply Co., where Motovicity says her strategic direction and systems and technology upgrades doubled sales and profit revenues. According to Motovicity, Ozimek will bring focus to vendor relations and product management to support the company's business and customer-satisfaction goals.

	Motorsports veteran Todd Snyder will serve as the director of competition for the SCCA Pro Racing Playboy Mazda MX-5 Cup.

Todd Snyder Named Director of Competition SCCA Pro MX-5 Cup
SCCA Pro Racing hired motorsports veteran Todd Snyder will serve as the director of competition for the SCCA Pro Racing Playboy Mazda MX-5 Cup. Snyder has been involved in the motorsports industry for nearly 30 years, competing as a driver in the open-wheel Indy Light series and has competed regularly in the Grand-Am Continental Tire Challenges races over the past five seasons. As director of competition, Snyder will be responsible for providing coaching and oversight to drivers, including reviewing all on-track activity and assisting race officials with decisions throughout an event weekend.

Hedges & Co. Launches Part-Specific Research
SEMA member Hedges & Company announced that it now offers downloadable, part-specific research reports—which includes reports on automotive enthusiasts' buying behavior and brand perceptions—through its new Market Research Store at www.HedgesCompany.com. The reports are based on research compiled from surveys sent to more than 100,000 automotive enthusiasts. Both types of reports show data in an easy-to-read graph format with bullet point summaries of key findings. "The online store offers our new part-specific BuyerZoom and BrandZoom research reports. We've made it easier for aftermarket business owners and managers to get this valuable consumer research on specific products without the time and expense of fielding their own study," said Julie Hedges, president of Hedges & Company.

International Drag Racing Hall of Fame Announces 2012 Honorees
The International Drag Racing Hall of Fame, based at the Don Garlits Museum of Drag Racing in Ocala, Florida, announced the 2012 class of honorees. They are: Bob Brandt, John Mazmanian, Don Moody, Ray Motes, Mike Kuhl, Carl Olson and Ed Schartman. In addition, popular West Coast race promoter/marketer Bill Doner will also be honored as the recipient of the 2012 "Founder’s Award." The ceremony and dinner takes place at the Hilton/University of Florida Conference Center on Thursday, March 8, during the NHRA Gatornationals weekend. More details are available at www.garlits.com.

Infineon Names Michael Re Ticket Operations Manager
Infineon Raceway named Michael Re as ticket operations manager. Re has more than 25 years of ticketing experience, and will manage all aspects of ticket operations and services at the raceway, including policies and procedures related to ticket sales, pricing and allocation. The raceway also says that Re will coordinate accounting procedures on behalf of the ticketing department, oversee the maintenance of the ticketing system and will oversee customer-service functions.

2011 Hot Rod Speed Parts Hall of Fame Inductees
The Mickey Thompson Sportsman Pro tire was among five legendary speed parts selected for induction into the Hot Rod Magazine Speed Parts Hall of Fame for 2011. According to Hot Rod, the company revolutionized the tire business in the early '60s with innovative, low-profile rubber and created the tire that changed the world of street cars with the Sportsman Pro. The other newly added parts to the Hot Rod Speed Parts Hall of Fame are Center Line Auto Drag wheels, General Motors Performance Parts ZZZ HO crate engine, Deist Safety Drag Parachutes, and Speedmasters Inc. Aluminum Small-Block Chevy Heads. Read more about the Hot Rod Magazine Hall of Fame and its 2011 inductees.

	The WyoTech-branded motorcycle, built by Orange County Choppers on the "American Chopper" TV show with the help of WyoTech students, will visit several events across the country through July 2012.

Student-Built WyoTech Motorcycle Tour Dates, Locations Announced
The WyoTech-branded motorcycle, built by Orange County Choppers on the "American Chopper" TV show with the help of WyoTech students, will visit several events across the country through July 2012. The bike made its debut January 27 at the Pittsburgh Autorama, and the remaining stops include: World of Wheels, February 10–12, North Birmingham, Alabama; Detroit Autorama, February 24–26, Detroit; Bike Week, March 9–18, Daytona Beach, Florida; DUB Show, March 25, Anaheim, California; WyoTech-Sacramento Car Show, May 5, Sacramento, California; WyoTech/NSRA Car Show, May 19, Laramie, Wyoming; Ford/AAA Students Skills Finals, June 10–12, Dearborn, Michigan; Thunder in the Valley, June 21–22, Johnstown, Pennsylvania; SkillsUSA Competition, June 23–27, Kansas City, Missouri; and California State Fair, July 12–15, Sacramento. More information on the bike and tour are available at www.wyochopper.com.

Granatelli Motor Sports Named Title Sponsor of NMCA West Coast Mustang Madness
Granatelli Motor Sports announced that the company is the title sponsor of the NMCA's West Coast Mustang Madness series—an all-new, four-race series that caters to the West Coast Mustang drag-racing scene. The races are set for Auto Club Dragway, Fontana, California, April 20–22; Famoso Dragway, Bakersfield, California, June 22–24; Speed World Dragway, Phoenix; September 28–30; Auto Club Dragway, Fontana, California, October 19–21. "The NMCA WEST Street Car Series sponsorship is a natural for us since are roots run deep in the Mustang drag racing arena," stated J.R. Granatelli, owner of Granatelli Motor Sports Inc. "Additionally, we’ll enhance an already strong connection with racers, both who know and use Granatelli and those who aren’t familiar with what we offer. We strongly believe racing is the best way to engage racers and support them in their endeavors."

	Truck Trend magazine highlights the SEMA Show's Top 25 Best New Products for trucks and SUVs in its April 2012 issue.

Truck Trend Magazine Highlights the SEMA Show's Top 25 Best New Products

Following the 2011 SEMA Show, Truck Trend magazine selected the SEMA Show's Top 25 Best New Products for trucks and SUVs. The complete article, written by Allyson Harwood for the April 2012 issue of Truck Trend, and available online, features Truck Trend’s favorites.

The complete list is as follows:

• Escort Live!, Escort/Beltronics Radar Detectors
• Mickey Thompson Performance Tires & Wheels, Mickey Thompson Classic Big-Rig Wheel
• BD Diesel Performance, Cam Caster Adjuster Kit
• Extreme Outback Products, Extreme Outback Compressor
• Monster Hooks Inc., Monster Hook
• Mac's Custom Tie Downs, Trail D-Vise
• Daystar Products International, Daystar Cam Can
• Go Rhino! Products, Dominator D4
• Vortech Engineering, Vortech Raptor Supercharger
• Superchips, Superchips Vivid PAQ
• American Force Wheels, American Force 8/10-Lug Adapter
• Weld Racing LLC, Weld Wheels
• Bestop Inc., Bestop TrekStep
• Extang Corp., Extang EnCore Tonneau
• PullRite, Superrail Mounting Kit
• Las Vegas Tool LLC, Easy Puller
• Rugged Ridge, Rugged Ridge Dual Battery Relay Kit
• Optima Batteries, Optima Batteries Digital 1200 Battery Charger
• Hi-Lift Jack Co., Hi-Lift Off-Road Base
• BOLT Locks
• Warn Industries Inc., Warn PullzAll
• Dynatrac Products Co., Dynatrac Free Spin HD Hub Conversion
• Banks Power, Banks Brake
• Cargo Ease Inc., Cargo Ease Ramp
• SnowBear Ltd., StrongBox Trailer

Motovicity Distribution Adds Susan Ozimek VP of Purchasing and Category Management
Motovicity Distribution hired Susan Ozimek as vice president of purchasing and category management. Ozimek was recently COO for the Lighting Supply Co., where Motovicity says her strategic direction and systems and technology upgrades doubled sales and profit revenues. According to Motovicity, Ozimek will bring focus to vendor relations and product management to support the company's business and customer-satisfaction goals.

	Motorsports veteran Todd Snyder will serve as the director of competition for the SCCA Pro Racing Playboy Mazda MX-5 Cup.

Todd Snyder Named Director of Competition SCCA Pro MX-5 Cup
SCCA Pro Racing hired motorsports veteran Todd Snyder will serve as the director of competition for the SCCA Pro Racing Playboy Mazda MX-5 Cup. Snyder has been involved in the motorsports industry for nearly 30 years, competing as a driver in the open-wheel Indy Light series and has competed regularly in the Grand-Am Continental Tire Challenges races over the past five seasons. As director of competition, Snyder will be responsible for providing coaching and oversight to drivers, including reviewing all on-track activity and assisting race officials with decisions throughout an event weekend.

Hedges & Co. Launches Part-Specific Research
SEMA member Hedges & Company announced that it now offers downloadable, part-specific research reports—which includes reports on automotive enthusiasts' buying behavior and brand perceptions—through its new Market Research Store at www.HedgesCompany.com. The reports are based on research compiled from surveys sent to more than 100,000 automotive enthusiasts. Both types of reports show data in an easy-to-read graph format with bullet point summaries of key findings. "The online store offers our new part-specific BuyerZoom and BrandZoom research reports. We've made it easier for aftermarket business owners and managers to get this valuable consumer research on specific products without the time and expense of fielding their own study," said Julie Hedges, president of Hedges & Company.

International Drag Racing Hall of Fame Announces 2012 Honorees
The International Drag Racing Hall of Fame, based at the Don Garlits Museum of Drag Racing in Ocala, Florida, announced the 2012 class of honorees. They are: Bob Brandt, John Mazmanian, Don Moody, Ray Motes, Mike Kuhl, Carl Olson and Ed Schartman. In addition, popular West Coast race promoter/marketer Bill Doner will also be honored as the recipient of the 2012 "Founder’s Award." The ceremony and dinner takes place at the Hilton/University of Florida Conference Center on Thursday, March 8, during the NHRA Gatornationals weekend. More details are available at www.garlits.com.

Infineon Names Michael Re Ticket Operations Manager
Infineon Raceway named Michael Re as ticket operations manager. Re has more than 25 years of ticketing experience, and will manage all aspects of ticket operations and services at the raceway, including policies and procedures related to ticket sales, pricing and allocation. The raceway also says that Re will coordinate accounting procedures on behalf of the ticketing department, oversee the maintenance of the ticketing system and will oversee customer-service functions.

2011 Hot Rod Speed Parts Hall of Fame Inductees
The Mickey Thompson Sportsman Pro tire was among five legendary speed parts selected for induction into the Hot Rod Magazine Speed Parts Hall of Fame for 2011. According to Hot Rod, the company revolutionized the tire business in the early '60s with innovative, low-profile rubber and created the tire that changed the world of street cars with the Sportsman Pro. The other newly added parts to the Hot Rod Speed Parts Hall of Fame are Center Line Auto Drag wheels, General Motors Performance Parts ZZZ HO crate engine, Deist Safety Drag Parachutes, and Speedmasters Inc. Aluminum Small-Block Chevy Heads. Read more about the Hot Rod Magazine Hall of Fame and its 2011 inductees.

	The WyoTech-branded motorcycle, built by Orange County Choppers on the "American Chopper" TV show with the help of WyoTech students, will visit several events across the country through July 2012.

Student-Built WyoTech Motorcycle Tour Dates, Locations Announced
The WyoTech-branded motorcycle, built by Orange County Choppers on the "American Chopper" TV show with the help of WyoTech students, will visit several events across the country through July 2012. The bike made its debut January 27 at the Pittsburgh Autorama, and the remaining stops include: World of Wheels, February 10–12, North Birmingham, Alabama; Detroit Autorama, February 24–26, Detroit; Bike Week, March 9–18, Daytona Beach, Florida; DUB Show, March 25, Anaheim, California; WyoTech-Sacramento Car Show, May 5, Sacramento, California; WyoTech/NSRA Car Show, May 19, Laramie, Wyoming; Ford/AAA Students Skills Finals, June 10–12, Dearborn, Michigan; Thunder in the Valley, June 21–22, Johnstown, Pennsylvania; SkillsUSA Competition, June 23–27, Kansas City, Missouri; and California State Fair, July 12–15, Sacramento. More information on the bike and tour are available at www.wyochopper.com.

Granatelli Motor Sports Named Title Sponsor of NMCA West Coast Mustang Madness
Granatelli Motor Sports announced that the company is the title sponsor of the NMCA's West Coast Mustang Madness series—an all-new, four-race series that caters to the West Coast Mustang drag-racing scene. The races are set for Auto Club Dragway, Fontana, California, April 20–22; Famoso Dragway, Bakersfield, California, June 22–24; Speed World Dragway, Phoenix; September 28–30; Auto Club Dragway, Fontana, California, October 19–21. "The NMCA WEST Street Car Series sponsorship is a natural for us since are roots run deep in the Mustang drag racing arena," stated J.R. Granatelli, owner of Granatelli Motor Sports Inc. "Additionally, we’ll enhance an already strong connection with racers, both who know and use Granatelli and those who aren’t familiar with what we offer. We strongly believe racing is the best way to engage racers and support them in their endeavors."

	Truck Trend magazine highlights the SEMA Show's Top 25 Best New Products for trucks and SUVs in its April 2012 issue.

Truck Trend Magazine Highlights the SEMA Show's Top 25 Best New Products

Following the 2011 SEMA Show, Truck Trend magazine selected the SEMA Show's Top 25 Best New Products for trucks and SUVs. The complete article, written by Allyson Harwood for the April 2012 issue of Truck Trend, and available online, features Truck Trend’s favorites.

The complete list is as follows:

• Escort Live!, Escort/Beltronics Radar Detectors
• Mickey Thompson Performance Tires & Wheels, Mickey Thompson Classic Big-Rig Wheel
• BD Diesel Performance, Cam Caster Adjuster Kit
• Extreme Outback Products, Extreme Outback Compressor
• Monster Hooks Inc., Monster Hook
• Mac's Custom Tie Downs, Trail D-Vise
• Daystar Products International, Daystar Cam Can
• Go Rhino! Products, Dominator D4
• Vortech Engineering, Vortech Raptor Supercharger
• Superchips, Superchips Vivid PAQ
• American Force Wheels, American Force 8/10-Lug Adapter
• Weld Racing LLC, Weld Wheels
• Bestop Inc., Bestop TrekStep
• Extang Corp., Extang EnCore Tonneau
• PullRite, Superrail Mounting Kit
• Las Vegas Tool LLC, Easy Puller
• Rugged Ridge, Rugged Ridge Dual Battery Relay Kit
• Optima Batteries, Optima Batteries Digital 1200 Battery Charger
• Hi-Lift Jack Co., Hi-Lift Off-Road Base
• BOLT Locks
• Warn Industries Inc., Warn PullzAll
• Dynatrac Products Co., Dynatrac Free Spin HD Hub Conversion
• Banks Power, Banks Brake
• Cargo Ease Inc., Cargo Ease Ramp
• SnowBear Ltd., StrongBox Trailer

Motovicity Distribution Adds Susan Ozimek VP of Purchasing and Category Management
Motovicity Distribution hired Susan Ozimek as vice president of purchasing and category management. Ozimek was recently COO for the Lighting Supply Co., where Motovicity says her strategic direction and systems and technology upgrades doubled sales and profit revenues. According to Motovicity, Ozimek will bring focus to vendor relations and product management to support the company's business and customer-satisfaction goals.

	Motorsports veteran Todd Snyder will serve as the director of competition for the SCCA Pro Racing Playboy Mazda MX-5 Cup.

Todd Snyder Named Director of Competition SCCA Pro MX-5 Cup
SCCA Pro Racing hired motorsports veteran Todd Snyder will serve as the director of competition for the SCCA Pro Racing Playboy Mazda MX-5 Cup. Snyder has been involved in the motorsports industry for nearly 30 years, competing as a driver in the open-wheel Indy Light series and has competed regularly in the Grand-Am Continental Tire Challenges races over the past five seasons. As director of competition, Snyder will be responsible for providing coaching and oversight to drivers, including reviewing all on-track activity and assisting race officials with decisions throughout an event weekend.

Hedges & Co. Launches Part-Specific Research
SEMA member Hedges & Company announced that it now offers downloadable, part-specific research reports—which includes reports on automotive enthusiasts' buying behavior and brand perceptions—through its new Market Research Store at www.HedgesCompany.com. The reports are based on research compiled from surveys sent to more than 100,000 automotive enthusiasts. Both types of reports show data in an easy-to-read graph format with bullet point summaries of key findings. "The online store offers our new part-specific BuyerZoom and BrandZoom research reports. We've made it easier for aftermarket business owners and managers to get this valuable consumer research on specific products without the time and expense of fielding their own study," said Julie Hedges, president of Hedges & Company.

International Drag Racing Hall of Fame Announces 2012 Honorees
The International Drag Racing Hall of Fame, based at the Don Garlits Museum of Drag Racing in Ocala, Florida, announced the 2012 class of honorees. They are: Bob Brandt, John Mazmanian, Don Moody, Ray Motes, Mike Kuhl, Carl Olson and Ed Schartman. In addition, popular West Coast race promoter/marketer Bill Doner will also be honored as the recipient of the 2012 "Founder’s Award." The ceremony and dinner takes place at the Hilton/University of Florida Conference Center on Thursday, March 8, during the NHRA Gatornationals weekend. More details are available at www.garlits.com.

Infineon Names Michael Re Ticket Operations Manager
Infineon Raceway named Michael Re as ticket operations manager. Re has more than 25 years of ticketing experience, and will manage all aspects of ticket operations and services at the raceway, including policies and procedures related to ticket sales, pricing and allocation. The raceway also says that Re will coordinate accounting procedures on behalf of the ticketing department, oversee the maintenance of the ticketing system and will oversee customer-service functions.

2011 Hot Rod Speed Parts Hall of Fame Inductees
The Mickey Thompson Sportsman Pro tire was among five legendary speed parts selected for induction into the Hot Rod Magazine Speed Parts Hall of Fame for 2011. According to Hot Rod, the company revolutionized the tire business in the early '60s with innovative, low-profile rubber and created the tire that changed the world of street cars with the Sportsman Pro. The other newly added parts to the Hot Rod Speed Parts Hall of Fame are Center Line Auto Drag wheels, General Motors Performance Parts ZZZ HO crate engine, Deist Safety Drag Parachutes, and Speedmasters Inc. Aluminum Small-Block Chevy Heads. Read more about the Hot Rod Magazine Hall of Fame and its 2011 inductees.

	The WyoTech-branded motorcycle, built by Orange County Choppers on the "American Chopper" TV show with the help of WyoTech students, will visit several events across the country through July 2012.

Student-Built WyoTech Motorcycle Tour Dates, Locations Announced
The WyoTech-branded motorcycle, built by Orange County Choppers on the "American Chopper" TV show with the help of WyoTech students, will visit several events across the country through July 2012. The bike made its debut January 27 at the Pittsburgh Autorama, and the remaining stops include: World of Wheels, February 10–12, North Birmingham, Alabama; Detroit Autorama, February 24–26, Detroit; Bike Week, March 9–18, Daytona Beach, Florida; DUB Show, March 25, Anaheim, California; WyoTech-Sacramento Car Show, May 5, Sacramento, California; WyoTech/NSRA Car Show, May 19, Laramie, Wyoming; Ford/AAA Students Skills Finals, June 10–12, Dearborn, Michigan; Thunder in the Valley, June 21–22, Johnstown, Pennsylvania; SkillsUSA Competition, June 23–27, Kansas City, Missouri; and California State Fair, July 12–15, Sacramento. More information on the bike and tour are available at www.wyochopper.com.

Granatelli Motor Sports Named Title Sponsor of NMCA West Coast Mustang Madness
Granatelli Motor Sports announced that the company is the title sponsor of the NMCA's West Coast Mustang Madness series—an all-new, four-race series that caters to the West Coast Mustang drag-racing scene. The races are set for Auto Club Dragway, Fontana, California, April 20–22; Famoso Dragway, Bakersfield, California, June 22–24; Speed World Dragway, Phoenix; September 28–30; Auto Club Dragway, Fontana, California, October 19–21. "The NMCA WEST Street Car Series sponsorship is a natural for us since are roots run deep in the Mustang drag racing arena," stated J.R. Granatelli, owner of Granatelli Motor Sports Inc. "Additionally, we’ll enhance an already strong connection with racers, both who know and use Granatelli and those who aren’t familiar with what we offer. We strongly believe racing is the best way to engage racers and support them in their endeavors."

	Truck Trend magazine highlights the SEMA Show's Top 25 Best New Products for trucks and SUVs in its April 2012 issue.

Truck Trend Magazine Highlights the SEMA Show's Top 25 Best New Products

Following the 2011 SEMA Show, Truck Trend magazine selected the SEMA Show's Top 25 Best New Products for trucks and SUVs. The complete article, written by Allyson Harwood for the April 2012 issue of Truck Trend, and available online, features Truck Trend’s favorites.

The complete list is as follows:

• Escort Live!, Escort/Beltronics Radar Detectors
• Mickey Thompson Performance Tires & Wheels, Mickey Thompson Classic Big-Rig Wheel
• BD Diesel Performance, Cam Caster Adjuster Kit
• Extreme Outback Products, Extreme Outback Compressor
• Monster Hooks Inc., Monster Hook
• Mac's Custom Tie Downs, Trail D-Vise
• Daystar Products International, Daystar Cam Can
• Go Rhino! Products, Dominator D4
• Vortech Engineering, Vortech Raptor Supercharger
• Superchips, Superchips Vivid PAQ
• American Force Wheels, American Force 8/10-Lug Adapter
• Weld Racing LLC, Weld Wheels
• Bestop Inc., Bestop TrekStep
• Extang Corp., Extang EnCore Tonneau
• PullRite, Superrail Mounting Kit
• Las Vegas Tool LLC, Easy Puller
• Rugged Ridge, Rugged Ridge Dual Battery Relay Kit
• Optima Batteries, Optima Batteries Digital 1200 Battery Charger
• Hi-Lift Jack Co., Hi-Lift Off-Road Base
• BOLT Locks
• Warn Industries Inc., Warn PullzAll
• Dynatrac Products Co., Dynatrac Free Spin HD Hub Conversion
• Banks Power, Banks Brake
• Cargo Ease Inc., Cargo Ease Ramp
• SnowBear Ltd., StrongBox Trailer

	John Marshall

SEMA YEN Member of the Month Spotlight

John Marshall, Power Slot

This month’s interview is with John Marshall, national sales manager for Power Slot, a performance brakes company.

Marshall is a graduate of Northern Illinois University in Dekalb, Illinois. He is a first-time father with a daughter born early last year. He has worked at several well-known manufacturers within the specialty-parts industry over a period of 17 years and has great insight into a subject that is critical for young automotive aftermarket executives—building industry contacts throughout various career transitions.

Tell us a little about yourself and what you do. How long have you worked in the industry and what other companies have you worked for? What positions have you held as you progressed to your current position?

I am the national sales manager for Power Slot. I started in the industry in 1995 with Auto Meter Products. In 2000, I accepted a position with K&N Engineering as the eastern regional sales manager. In 2007, I accepted the position of director of sales with Power Slot. That same year Centric Parts acquired Power Slot, and my title changed to national sales manager.

Undoubtedly, you’ve met a lot of people and made many contacts over the years. How important would you say that it’s been to maintain those connections as you changed positions/companies? Why?

Our industry is small. We see each other at various shows and events every year. Maintaining those relationships is probably one of the most important aspects of developing a successful career. I still have friends at each company that I have worked for.

What were some of the challenges you faced when it came to maintaining those contacts?

Time. We are all busy, so reaching out is sometimes a challenge.

Transitions from one job to the next within the same industry or even the same company can be difficult. Do you have any tips for young aspiring industry executives on how to handle these situations?

Whether you’re let go or decide to move on, always do so with dignity. Stay connected with past managers/bosses at shows, stop by and say hello. What’s new at the company? How have they been?

Today’s digital world provides a variety of tools to help us communicate and stay in touch. Do you use any social media or digital programs, such as MySEMA, Facebook and LinkedIn, or, do you have any devices that you couldn’t live without?

In person is always best, but again, that time factor comes into play. Social media is good and bad. Used correctly, it is a great tool to stay in touch. I am on Facebook, which I use more for friends and family. I do have some business contacts on there, whom I regard as friends. LinkedIn is more catered to your business contacts. I keep getting requests, but have not signed up yet. I guess I should at this point. As for devices, I can’t live without my Blackberry, though my wife threatens to divorce me if I keep responding to it at dinner.

It’s easier to maintain a relationship with people we see and work with everyday. What do you feel is the best way to keep in touch with old contacts that you don’t see or talk to as frequently?

I still like picking up the phone and calling. Shows and events are a great way to see them in person and reconnect. Bottom line, regardless of the channel you choose to communicate, you must make the effort and find the time to do so. You never know how those old contacts could factor into your future.

What benefit has your current company received from the network of contacts that you have created over the years?

Information—it is nice to be able to get a perspective from someone not within your own company. Industry contacts/friends can give you general information on what they see is happening in the aftermarket. What are the new trends and what are they doing to address them?

What advice would you offer to other YENsters looking to grow and maintain their contact network as they progress through the industry?

Getting involved with SEMA is a great way to meet new industry contacts. Get to know one of the SEMA Hall of Fame members and stay in touch with them. They have achieved a lifetime of industry know-how. More often than not they are willing to share their wisdom with you.

Are there any specific advantages that you feel the younger people in our industry may have when creating and maintaining contacts? Any disadvantages?

Younger people tend to be more on the cutting edge of technology. They use social media more and are open to new ideas. And for disadvantages, well, social media. Those who rely on it for communication may miss the opportunities for face-to-face conversations.

Learn more about how to boost your career through the YEN.

	John Marshall

SEMA YEN Member of the Month Spotlight

John Marshall, Power Slot

This month’s interview is with John Marshall, national sales manager for Power Slot, a performance brakes company.

Marshall is a graduate of Northern Illinois University in Dekalb, Illinois. He is a first-time father with a daughter born early last year. He has worked at several well-known manufacturers within the specialty-parts industry over a period of 17 years and has great insight into a subject that is critical for young automotive aftermarket executives—building industry contacts throughout various career transitions.

Tell us a little about yourself and what you do. How long have you worked in the industry and what other companies have you worked for? What positions have you held as you progressed to your current position?

I am the national sales manager for Power Slot. I started in the industry in 1995 with Auto Meter Products. In 2000, I accepted a position with K&N Engineering as the eastern regional sales manager. In 2007, I accepted the position of director of sales with Power Slot. That same year Centric Parts acquired Power Slot, and my title changed to national sales manager.

Undoubtedly, you’ve met a lot of people and made many contacts over the years. How important would you say that it’s been to maintain those connections as you changed positions/companies? Why?

Our industry is small. We see each other at various shows and events every year. Maintaining those relationships is probably one of the most important aspects of developing a successful career. I still have friends at each company that I have worked for.

What were some of the challenges you faced when it came to maintaining those contacts?

Time. We are all busy, so reaching out is sometimes a challenge.

Transitions from one job to the next within the same industry or even the same company can be difficult. Do you have any tips for young aspiring industry executives on how to handle these situations?

Whether you’re let go or decide to move on, always do so with dignity. Stay connected with past managers/bosses at shows, stop by and say hello. What’s new at the company? How have they been?

Today’s digital world provides a variety of tools to help us communicate and stay in touch. Do you use any social media or digital programs, such as MySEMA, Facebook and LinkedIn, or, do you have any devices that you couldn’t live without?

In person is always best, but again, that time factor comes into play. Social media is good and bad. Used correctly, it is a great tool to stay in touch. I am on Facebook, which I use more for friends and family. I do have some business contacts on there, whom I regard as friends. LinkedIn is more catered to your business contacts. I keep getting requests, but have not signed up yet. I guess I should at this point. As for devices, I can’t live without my Blackberry, though my wife threatens to divorce me if I keep responding to it at dinner.

It’s easier to maintain a relationship with people we see and work with everyday. What do you feel is the best way to keep in touch with old contacts that you don’t see or talk to as frequently?

I still like picking up the phone and calling. Shows and events are a great way to see them in person and reconnect. Bottom line, regardless of the channel you choose to communicate, you must make the effort and find the time to do so. You never know how those old contacts could factor into your future.

What benefit has your current company received from the network of contacts that you have created over the years?

Information—it is nice to be able to get a perspective from someone not within your own company. Industry contacts/friends can give you general information on what they see is happening in the aftermarket. What are the new trends and what are they doing to address them?

What advice would you offer to other YENsters looking to grow and maintain their contact network as they progress through the industry?

Getting involved with SEMA is a great way to meet new industry contacts. Get to know one of the SEMA Hall of Fame members and stay in touch with them. They have achieved a lifetime of industry know-how. More often than not they are willing to share their wisdom with you.

Are there any specific advantages that you feel the younger people in our industry may have when creating and maintaining contacts? Any disadvantages?

Younger people tend to be more on the cutting edge of technology. They use social media more and are open to new ideas. And for disadvantages, well, social media. Those who rely on it for communication may miss the opportunities for face-to-face conversations.

Learn more about how to boost your career through the YEN.

	John Marshall

SEMA YEN Member of the Month Spotlight

John Marshall, Power Slot

This month’s interview is with John Marshall, national sales manager for Power Slot, a performance brakes company.

Marshall is a graduate of Northern Illinois University in Dekalb, Illinois. He is a first-time father with a daughter born early last year. He has worked at several well-known manufacturers within the specialty-parts industry over a period of 17 years and has great insight into a subject that is critical for young automotive aftermarket executives—building industry contacts throughout various career transitions.

Tell us a little about yourself and what you do. How long have you worked in the industry and what other companies have you worked for? What positions have you held as you progressed to your current position?

I am the national sales manager for Power Slot. I started in the industry in 1995 with Auto Meter Products. In 2000, I accepted a position with K&N Engineering as the eastern regional sales manager. In 2007, I accepted the position of director of sales with Power Slot. That same year Centric Parts acquired Power Slot, and my title changed to national sales manager.

Undoubtedly, you’ve met a lot of people and made many contacts over the years. How important would you say that it’s been to maintain those connections as you changed positions/companies? Why?

Our industry is small. We see each other at various shows and events every year. Maintaining those relationships is probably one of the most important aspects of developing a successful career. I still have friends at each company that I have worked for.

What were some of the challenges you faced when it came to maintaining those contacts?

Time. We are all busy, so reaching out is sometimes a challenge.

Transitions from one job to the next within the same industry or even the same company can be difficult. Do you have any tips for young aspiring industry executives on how to handle these situations?

Whether you’re let go or decide to move on, always do so with dignity. Stay connected with past managers/bosses at shows, stop by and say hello. What’s new at the company? How have they been?

Today’s digital world provides a variety of tools to help us communicate and stay in touch. Do you use any social media or digital programs, such as MySEMA, Facebook and LinkedIn, or, do you have any devices that you couldn’t live without?

In person is always best, but again, that time factor comes into play. Social media is good and bad. Used correctly, it is a great tool to stay in touch. I am on Facebook, which I use more for friends and family. I do have some business contacts on there, whom I regard as friends. LinkedIn is more catered to your business contacts. I keep getting requests, but have not signed up yet. I guess I should at this point. As for devices, I can’t live without my Blackberry, though my wife threatens to divorce me if I keep responding to it at dinner.

It’s easier to maintain a relationship with people we see and work with everyday. What do you feel is the best way to keep in touch with old contacts that you don’t see or talk to as frequently?

I still like picking up the phone and calling. Shows and events are a great way to see them in person and reconnect. Bottom line, regardless of the channel you choose to communicate, you must make the effort and find the time to do so. You never know how those old contacts could factor into your future.

What benefit has your current company received from the network of contacts that you have created over the years?

Information—it is nice to be able to get a perspective from someone not within your own company. Industry contacts/friends can give you general information on what they see is happening in the aftermarket. What are the new trends and what are they doing to address them?

What advice would you offer to other YENsters looking to grow and maintain their contact network as they progress through the industry?

Getting involved with SEMA is a great way to meet new industry contacts. Get to know one of the SEMA Hall of Fame members and stay in touch with them. They have achieved a lifetime of industry know-how. More often than not they are willing to share their wisdom with you.

Are there any specific advantages that you feel the younger people in our industry may have when creating and maintaining contacts? Any disadvantages?

Younger people tend to be more on the cutting edge of technology. They use social media more and are open to new ideas. And for disadvantages, well, social media. Those who rely on it for communication may miss the opportunities for face-to-face conversations.

Learn more about how to boost your career through the YEN.