SEMA News—October 2013

EVENTS
By Steve Campbell

Targeted Educational Programs

Hot Topics at the 2013 SEMA Show

The SEMA Education Institute (SEI) free and “pay-to-attend” courses provide an unparalleled opportunity to learn first-hand what trends will affect your business. More than 50 free education courses and several “pay-to-attend” educational events will cover everything from online marketing to customer service, management, industry trends and more. These courses are designed to give you practical tools that can be implemented the day you return from Las Vegas. Make sure that you and your staff are equipped to succeed. Don’t miss these exceptional training opportunities presented by top industry experts. For a complete listing of all Education Days opportunities, visit www.SEMAShow.com/education.

More than 50 educational programs in a number of segment categories will be presented during Education Days at the 2013 SEMA Show, and you can see the full list starting on p. 94 of this issue. However, the following few presentations are of particular importance.

Debunking the Myths: Resale Price and MAP Policies to Control Resale Price Erosion

• Monday, November 4, 2013, 3:00 p.m.–4:00 p.m.
• Las Vegas Convention Center (LVCC), Room N256

Resale price erosion is an increasingly common problem faced by suppliers. It can be caused by corrosive competition among traditional resellers and those with lower costs of doing business, such as online sellers, big boxes or large distributors. In a realistic, no-nonsense presentation, Eugene F. Zelek Jr., co-chair of the antitrust and trade regulation group Freeborn & Peters LLP, will discuss various lawful approaches that a supplier can take to prevent or manage this situation as well as which alternatives work best in particular circumstances.

Google: Road to Winning Drivers—The Digital Shift, Powered by ETTN

• Tuesday, November 5, 2013, 11:00 a.m.–12:00 p.m.
• LVCC, Room N260

The digital age has ushered in changes in how drivers make their automotive product purchase decisions. Google’s automotive aftermarket team will share exclusive research on how search, mobile and video play integral roles on the road to winning business from drivers.

Great Retail Experiences: Five Critical In-Store Design and Layout Touch Points That Create Optimal Selling Environments—Powered by TORA

• Tuesday, November 5, 2013, 11:00 a.m.–12:00 p.m.
• LVCC, Room N256

A well-designed and branded retail showroom is a powerful sales tool and a competitive advantage in this era, when customer experience is the key to loyalty and a higher rate of return visits. This session, which will be led by renowned retail design and digital experience expert Brian Dyches, will showcase the five critical impact touch points that every dealer needs to employ in today’s omni-channel retail environment. The session is great for dealers looking to refresh their showrooms or for a new concept opportunity.

Google: Road to Winning Drivers—Driving Sales in a Multi-Device World, Powered by ETTN

• Tuesday, November 5, 2013, 1:00 p.m.–2:00 p.m
• LVCC, Room N260

Building off the trends and research shared in the morning presentation, Google’s automotive aftermarket team will provide the latest product news across search, mobile and video that will enable aftermarket businesses to connect across platforms with today’s digital shoppers and ultimately drive sales.

Life After Wide-Open Throttle—The Density Machines

• Thursday, November 7, 2013, 1:00 p.m.–2:00 p.m.
• LVCC, Room N254

Gale Banks of Banks Power will present this seminar on superchargers, turbochargers, super-turbo setups and cylinder heads. He will cover new ways of measuring the performance of supercharging devices, intake manifolds and cylinder heads while they are running on an engine, either on a dynamometer or in a vehicle on the road. Performance measurements can be made at all engine speeds and loads to properly evaluate and calibrate the design of these components. Banks will discuss refinement of fuel efficiency, engine response, valve timing, all aspects of cylinder head and valve sizing, supercharger efficiency and engine power output as well as a method of directly correlating flow bench results to actual running cylinder head performance. In this presentation, the boost gauge will become obsolete.

Just Chillin’—Intercooling and Water/Methanol Injection

• Thursday, November 7, 2013, 3:00 p.m.–4:00 p.m.
• LVCC, Room N254

This seminar by Gale Banks of Banks Power will cover air-to-air, air-to-ice-water, air-water-air and air-to-CO2 intercooling. Banks will also discuss water injection and water/methanol injection as well as a new method of evaluating the performance of all forms of intercooling and intercooler-system tuning to optimize performance in the vehicle. Banks will also cover methods of sensing, mapping and controlling the injection of these fluids along with proper methods for the evaluation of gains in fuel efficiency, reductions in emissions and gains in power output.

In addition to the seminars listed here, the SEMA Show’s Education Days will feature a Powersports Education Track on Wednesday, November 6, 2013. The track will include three stand-alone sessions covering Powersports Marketing in a Social World, Market Research Trends and Forecasts and an OEM Dealer Panel featuring Kawasaki, Polaris, Yamaha and more. For a complete listing of all Education Days opportunities, visit here.

SEMA News—October 2013

EVENTS
By Steve Campbell

Targeted Educational Programs

Hot Topics at the 2013 SEMA Show

The SEMA Education Institute (SEI) free and “pay-to-attend” courses provide an unparalleled opportunity to learn first-hand what trends will affect your business. More than 50 free education courses and several “pay-to-attend” educational events will cover everything from online marketing to customer service, management, industry trends and more. These courses are designed to give you practical tools that can be implemented the day you return from Las Vegas. Make sure that you and your staff are equipped to succeed. Don’t miss these exceptional training opportunities presented by top industry experts. For a complete listing of all Education Days opportunities, visit www.SEMAShow.com/education.

More than 50 educational programs in a number of segment categories will be presented during Education Days at the 2013 SEMA Show, and you can see the full list starting on p. 94 of this issue. However, the following few presentations are of particular importance.

Debunking the Myths: Resale Price and MAP Policies to Control Resale Price Erosion

• Monday, November 4, 2013, 3:00 p.m.–4:00 p.m.
• Las Vegas Convention Center (LVCC), Room N256

Resale price erosion is an increasingly common problem faced by suppliers. It can be caused by corrosive competition among traditional resellers and those with lower costs of doing business, such as online sellers, big boxes or large distributors. In a realistic, no-nonsense presentation, Eugene F. Zelek Jr., co-chair of the antitrust and trade regulation group Freeborn & Peters LLP, will discuss various lawful approaches that a supplier can take to prevent or manage this situation as well as which alternatives work best in particular circumstances.

Google: Road to Winning Drivers—The Digital Shift, Powered by ETTN

• Tuesday, November 5, 2013, 11:00 a.m.–12:00 p.m.
• LVCC, Room N260

The digital age has ushered in changes in how drivers make their automotive product purchase decisions. Google’s automotive aftermarket team will share exclusive research on how search, mobile and video play integral roles on the road to winning business from drivers.

Great Retail Experiences: Five Critical In-Store Design and Layout Touch Points That Create Optimal Selling Environments—Powered by TORA

• Tuesday, November 5, 2013, 11:00 a.m.–12:00 p.m.
• LVCC, Room N256

A well-designed and branded retail showroom is a powerful sales tool and a competitive advantage in this era, when customer experience is the key to loyalty and a higher rate of return visits. This session, which will be led by renowned retail design and digital experience expert Brian Dyches, will showcase the five critical impact touch points that every dealer needs to employ in today’s omni-channel retail environment. The session is great for dealers looking to refresh their showrooms or for a new concept opportunity.

Google: Road to Winning Drivers—Driving Sales in a Multi-Device World, Powered by ETTN

• Tuesday, November 5, 2013, 1:00 p.m.–2:00 p.m
• LVCC, Room N260

Building off the trends and research shared in the morning presentation, Google’s automotive aftermarket team will provide the latest product news across search, mobile and video that will enable aftermarket businesses to connect across platforms with today’s digital shoppers and ultimately drive sales.

Life After Wide-Open Throttle—The Density Machines

• Thursday, November 7, 2013, 1:00 p.m.–2:00 p.m.
• LVCC, Room N254

Gale Banks of Banks Power will present this seminar on superchargers, turbochargers, super-turbo setups and cylinder heads. He will cover new ways of measuring the performance of supercharging devices, intake manifolds and cylinder heads while they are running on an engine, either on a dynamometer or in a vehicle on the road. Performance measurements can be made at all engine speeds and loads to properly evaluate and calibrate the design of these components. Banks will discuss refinement of fuel efficiency, engine response, valve timing, all aspects of cylinder head and valve sizing, supercharger efficiency and engine power output as well as a method of directly correlating flow bench results to actual running cylinder head performance. In this presentation, the boost gauge will become obsolete.

Just Chillin’—Intercooling and Water/Methanol Injection

• Thursday, November 7, 2013, 3:00 p.m.–4:00 p.m.
• LVCC, Room N254

This seminar by Gale Banks of Banks Power will cover air-to-air, air-to-ice-water, air-water-air and air-to-CO2 intercooling. Banks will also discuss water injection and water/methanol injection as well as a new method of evaluating the performance of all forms of intercooling and intercooler-system tuning to optimize performance in the vehicle. Banks will also cover methods of sensing, mapping and controlling the injection of these fluids along with proper methods for the evaluation of gains in fuel efficiency, reductions in emissions and gains in power output.

In addition to the seminars listed here, the SEMA Show’s Education Days will feature a Powersports Education Track on Wednesday, November 6, 2013. The track will include three stand-alone sessions covering Powersports Marketing in a Social World, Market Research Trends and Forecasts and an OEM Dealer Panel featuring Kawasaki, Polaris, Yamaha and more. For a complete listing of all Education Days opportunities, visit here.

SEMA News—October 2013

INTERNET
By Joe Dysart

Trade Journal Case Studies

A Marketing Home Run, Research Finds

Business-to-business (B2B) marketers find that case-study articles placed in key professional and trade journals are some of the most effective ways to close new deals with current and prospective customers, according to a pair of new studies. Specifically, 67% of B2B buyers surveyed said that they relied on research and white papers presented by trade and professional organizations more than any other source when making purchasing decisions.

“Peer-powered organizations, including professional communities and industry groups, offer brands the opportunity to access powerful insights into customer audiences as well as trusted channels for content engagement,” said Donovan Neale-May, executive director of the Chief Marketing Office Council, which conducted the 11-page study.

“Better Lead Yield in the Content Marketing Field” is available as a free online download. A similar study released by the Content Marketing Institute also found that 64% of B2B marketers believe that the case study is their most effective marketing tool, according to Lee Odden, co-founder of TopRank Online Marketing.

“B2B marketers ‘get’ that they need content as a more substantial part of their overall marketing mix,” Odden said.

Indeed, while the format is straightforward—case studies generally tell a simple story of how one business benefits from the goods or services of another business—they’re tough to resist for B2B buyers who are searching for a solution to a pres-sing problem.

“Insert the words ‘case study’ into your subject line, and most online readers will snap to attention,” said Debbie Weil, founder of WordBiz.com, a business-marketing firm. “A case study promises real-life solutions and insider tips on how it all really works.”

The new research buttresses studies released earlier this year by CopyPress, which found that traditional feature articles, which include case studies, are becoming the go-to tools for digital marketing.

Companies looking to put together a case study in-house with their own on-staff writer should focus on how one of their customers achieved a specific business goal by using their service or product, said Marc McClure, founder of SamuraiWriter.com. McClure specializes in authoring case studies and white papers.

	A good case study should ultimately lead to a sale, said Debbie Weil.

Such customer endorsements are often easier to find when the company putting the case study together can show how the endorsing company will benefit from appearing in the article, McClure said. For example, there may be more takers to be an endorsing company if the company knows that the case-study article is definitely slated to appear in an influential trade or professional journal.

Research for the story should of course be thorough. And the endorsing company should be given the opportunity to review the finished piece, McClure said.

Once the article has a green light for publication, McClure advised sponsoring companies to repurpose the writing in as many places as possible. For example, when the piece runs in a trade or professional journal, the article can be repurposed in social media as a blog entry, Facebook post, a link on Twitter and the like. (There is a good template for designing a case-study article from TSO Information and Publishing.

If you decide to hire an outside writer to put together your case study, here are some additional tips Weil and others offered:

Shy Away From the Hard Sell: The reason why case studies are so effective is that the best of the lot offer an objective look at how one company’s product or service truly helped another company. In practice, that means finding a writer who knows that a top-shelf case study is an extremely soft sell and will take great pains to avoid artificially trumpeting the sponsoring company. In fact, the name of the company sponsoring in a case study often appears only once or twice in the article. Instead, the lion’s share of the quotes are from the user of the product or service.

Hire a Former Journalist, If Possible: Journalists are accustomed to writing balanced, objective articles that make way for the truth to tell the story. PR personnel with no journalism background are generally less equipped to do the same and are often tempted to pepper copy with euphemisms that are easily spotted and discarded by readers.

Be Sure to Get an Outline: You’ll make life easier for both yourself and the case-study writer if you require an outline for your piece. Brainstorming a piece with your writer is fine. But unless you see an outline in black and white beforehand, it may be a long slog toward the kind of article you really want.

Find a Writer Who Can Work Efficiently: Primary sources for an article will most likely be interviewed in person. But secondary sources who provide supplemental information can often be contacted by phone. Be sure the writer you hire uses this approach. Otherwise, the budget for your case study could mushroom considerably.

Ask a Trade Journal to Recommend a Writer: Most trade and professional journals are more than happy to offer recommendations for freelance writers interested in authoring your case study. If you’re looking to run a case study in a specific trade journal, for example, you can easily e-mail the editor with a few paragraphs detailing the kind of story you’d like to submit and then ask for a recommendation for a writer whom the trade journal trusts. The beauty of this arrangement is that the recommended writer is already trusted by the trade journal and will most likely be able to see your project through to publication much more easily than another writer who is unknown by the publication.

Make It Fun But Make It Pay: Granted, every case-study article needs to be gripping and informative. But it also needs to achieve the end goal—increasing profits. “Good content isn’t just fun to read,” said Weil. “It should set in motion a sequence of visitor thoughts and actions that ultimately lead to a sale.”

Joe Dysart is an Internet speaker and business consultant based in Manhattan. For more information:
646-233-4089
joe@joedysart.com
visit www.joedysart.com

 

SEMA News—October 2013

INTERNET
By Joe Dysart

Trade Journal Case Studies

A Marketing Home Run, Research Finds

Business-to-business (B2B) marketers find that case-study articles placed in key professional and trade journals are some of the most effective ways to close new deals with current and prospective customers, according to a pair of new studies. Specifically, 67% of B2B buyers surveyed said that they relied on research and white papers presented by trade and professional organizations more than any other source when making purchasing decisions.

“Peer-powered organizations, including professional communities and industry groups, offer brands the opportunity to access powerful insights into customer audiences as well as trusted channels for content engagement,” said Donovan Neale-May, executive director of the Chief Marketing Office Council, which conducted the 11-page study.

“Better Lead Yield in the Content Marketing Field” is available as a free online download. A similar study released by the Content Marketing Institute also found that 64% of B2B marketers believe that the case study is their most effective marketing tool, according to Lee Odden, co-founder of TopRank Online Marketing.

“B2B marketers ‘get’ that they need content as a more substantial part of their overall marketing mix,” Odden said.

Indeed, while the format is straightforward—case studies generally tell a simple story of how one business benefits from the goods or services of another business—they’re tough to resist for B2B buyers who are searching for a solution to a pres-sing problem.

“Insert the words ‘case study’ into your subject line, and most online readers will snap to attention,” said Debbie Weil, founder of WordBiz.com, a business-marketing firm. “A case study promises real-life solutions and insider tips on how it all really works.”

The new research buttresses studies released earlier this year by CopyPress, which found that traditional feature articles, which include case studies, are becoming the go-to tools for digital marketing.

Companies looking to put together a case study in-house with their own on-staff writer should focus on how one of their customers achieved a specific business goal by using their service or product, said Marc McClure, founder of SamuraiWriter.com. McClure specializes in authoring case studies and white papers.

	A good case study should ultimately lead to a sale, said Debbie Weil.

Such customer endorsements are often easier to find when the company putting the case study together can show how the endorsing company will benefit from appearing in the article, McClure said. For example, there may be more takers to be an endorsing company if the company knows that the case-study article is definitely slated to appear in an influential trade or professional journal.

Research for the story should of course be thorough. And the endorsing company should be given the opportunity to review the finished piece, McClure said.

Once the article has a green light for publication, McClure advised sponsoring companies to repurpose the writing in as many places as possible. For example, when the piece runs in a trade or professional journal, the article can be repurposed in social media as a blog entry, Facebook post, a link on Twitter and the like. (There is a good template for designing a case-study article from TSO Information and Publishing.

If you decide to hire an outside writer to put together your case study, here are some additional tips Weil and others offered:

Shy Away From the Hard Sell: The reason why case studies are so effective is that the best of the lot offer an objective look at how one company’s product or service truly helped another company. In practice, that means finding a writer who knows that a top-shelf case study is an extremely soft sell and will take great pains to avoid artificially trumpeting the sponsoring company. In fact, the name of the company sponsoring in a case study often appears only once or twice in the article. Instead, the lion’s share of the quotes are from the user of the product or service.

Hire a Former Journalist, If Possible: Journalists are accustomed to writing balanced, objective articles that make way for the truth to tell the story. PR personnel with no journalism background are generally less equipped to do the same and are often tempted to pepper copy with euphemisms that are easily spotted and discarded by readers.

Be Sure to Get an Outline: You’ll make life easier for both yourself and the case-study writer if you require an outline for your piece. Brainstorming a piece with your writer is fine. But unless you see an outline in black and white beforehand, it may be a long slog toward the kind of article you really want.

Find a Writer Who Can Work Efficiently: Primary sources for an article will most likely be interviewed in person. But secondary sources who provide supplemental information can often be contacted by phone. Be sure the writer you hire uses this approach. Otherwise, the budget for your case study could mushroom considerably.

Ask a Trade Journal to Recommend a Writer: Most trade and professional journals are more than happy to offer recommendations for freelance writers interested in authoring your case study. If you’re looking to run a case study in a specific trade journal, for example, you can easily e-mail the editor with a few paragraphs detailing the kind of story you’d like to submit and then ask for a recommendation for a writer whom the trade journal trusts. The beauty of this arrangement is that the recommended writer is already trusted by the trade journal and will most likely be able to see your project through to publication much more easily than another writer who is unknown by the publication.

Make It Fun But Make It Pay: Granted, every case-study article needs to be gripping and informative. But it also needs to achieve the end goal—increasing profits. “Good content isn’t just fun to read,” said Weil. “It should set in motion a sequence of visitor thoughts and actions that ultimately lead to a sale.”

Joe Dysart is an Internet speaker and business consultant based in Manhattan. For more information:
646-233-4089
joe@joedysart.com
visit www.joedysart.com

 

SEMA News—October 2013

INTERNET
By Joe Dysart

Trade Journal Case Studies

A Marketing Home Run, Research Finds

Business-to-business (B2B) marketers find that case-study articles placed in key professional and trade journals are some of the most effective ways to close new deals with current and prospective customers, according to a pair of new studies. Specifically, 67% of B2B buyers surveyed said that they relied on research and white papers presented by trade and professional organizations more than any other source when making purchasing decisions.

“Peer-powered organizations, including professional communities and industry groups, offer brands the opportunity to access powerful insights into customer audiences as well as trusted channels for content engagement,” said Donovan Neale-May, executive director of the Chief Marketing Office Council, which conducted the 11-page study.

“Better Lead Yield in the Content Marketing Field” is available as a free online download. A similar study released by the Content Marketing Institute also found that 64% of B2B marketers believe that the case study is their most effective marketing tool, according to Lee Odden, co-founder of TopRank Online Marketing.

“B2B marketers ‘get’ that they need content as a more substantial part of their overall marketing mix,” Odden said.

Indeed, while the format is straightforward—case studies generally tell a simple story of how one business benefits from the goods or services of another business—they’re tough to resist for B2B buyers who are searching for a solution to a pres-sing problem.

“Insert the words ‘case study’ into your subject line, and most online readers will snap to attention,” said Debbie Weil, founder of WordBiz.com, a business-marketing firm. “A case study promises real-life solutions and insider tips on how it all really works.”

The new research buttresses studies released earlier this year by CopyPress, which found that traditional feature articles, which include case studies, are becoming the go-to tools for digital marketing.

Companies looking to put together a case study in-house with their own on-staff writer should focus on how one of their customers achieved a specific business goal by using their service or product, said Marc McClure, founder of SamuraiWriter.com. McClure specializes in authoring case studies and white papers.

	A good case study should ultimately lead to a sale, said Debbie Weil.

Such customer endorsements are often easier to find when the company putting the case study together can show how the endorsing company will benefit from appearing in the article, McClure said. For example, there may be more takers to be an endorsing company if the company knows that the case-study article is definitely slated to appear in an influential trade or professional journal.

Research for the story should of course be thorough. And the endorsing company should be given the opportunity to review the finished piece, McClure said.

Once the article has a green light for publication, McClure advised sponsoring companies to repurpose the writing in as many places as possible. For example, when the piece runs in a trade or professional journal, the article can be repurposed in social media as a blog entry, Facebook post, a link on Twitter and the like. (There is a good template for designing a case-study article from TSO Information and Publishing.

If you decide to hire an outside writer to put together your case study, here are some additional tips Weil and others offered:

Shy Away From the Hard Sell: The reason why case studies are so effective is that the best of the lot offer an objective look at how one company’s product or service truly helped another company. In practice, that means finding a writer who knows that a top-shelf case study is an extremely soft sell and will take great pains to avoid artificially trumpeting the sponsoring company. In fact, the name of the company sponsoring in a case study often appears only once or twice in the article. Instead, the lion’s share of the quotes are from the user of the product or service.

Hire a Former Journalist, If Possible: Journalists are accustomed to writing balanced, objective articles that make way for the truth to tell the story. PR personnel with no journalism background are generally less equipped to do the same and are often tempted to pepper copy with euphemisms that are easily spotted and discarded by readers.

Be Sure to Get an Outline: You’ll make life easier for both yourself and the case-study writer if you require an outline for your piece. Brainstorming a piece with your writer is fine. But unless you see an outline in black and white beforehand, it may be a long slog toward the kind of article you really want.

Find a Writer Who Can Work Efficiently: Primary sources for an article will most likely be interviewed in person. But secondary sources who provide supplemental information can often be contacted by phone. Be sure the writer you hire uses this approach. Otherwise, the budget for your case study could mushroom considerably.

Ask a Trade Journal to Recommend a Writer: Most trade and professional journals are more than happy to offer recommendations for freelance writers interested in authoring your case study. If you’re looking to run a case study in a specific trade journal, for example, you can easily e-mail the editor with a few paragraphs detailing the kind of story you’d like to submit and then ask for a recommendation for a writer whom the trade journal trusts. The beauty of this arrangement is that the recommended writer is already trusted by the trade journal and will most likely be able to see your project through to publication much more easily than another writer who is unknown by the publication.

Make It Fun But Make It Pay: Granted, every case-study article needs to be gripping and informative. But it also needs to achieve the end goal—increasing profits. “Good content isn’t just fun to read,” said Weil. “It should set in motion a sequence of visitor thoughts and actions that ultimately lead to a sale.”

Joe Dysart is an Internet speaker and business consultant based in Manhattan. For more information:
646-233-4089
joe@joedysart.com
visit www.joedysart.com

 

SEMA News—October 2013

INTERNET
By Joe Dysart

Trade Journal Case Studies

A Marketing Home Run, Research Finds

Business-to-business (B2B) marketers find that case-study articles placed in key professional and trade journals are some of the most effective ways to close new deals with current and prospective customers, according to a pair of new studies. Specifically, 67% of B2B buyers surveyed said that they relied on research and white papers presented by trade and professional organizations more than any other source when making purchasing decisions.

“Peer-powered organizations, including professional communities and industry groups, offer brands the opportunity to access powerful insights into customer audiences as well as trusted channels for content engagement,” said Donovan Neale-May, executive director of the Chief Marketing Office Council, which conducted the 11-page study.

“Better Lead Yield in the Content Marketing Field” is available as a free online download. A similar study released by the Content Marketing Institute also found that 64% of B2B marketers believe that the case study is their most effective marketing tool, according to Lee Odden, co-founder of TopRank Online Marketing.

“B2B marketers ‘get’ that they need content as a more substantial part of their overall marketing mix,” Odden said.

Indeed, while the format is straightforward—case studies generally tell a simple story of how one business benefits from the goods or services of another business—they’re tough to resist for B2B buyers who are searching for a solution to a pres-sing problem.

“Insert the words ‘case study’ into your subject line, and most online readers will snap to attention,” said Debbie Weil, founder of WordBiz.com, a business-marketing firm. “A case study promises real-life solutions and insider tips on how it all really works.”

The new research buttresses studies released earlier this year by CopyPress, which found that traditional feature articles, which include case studies, are becoming the go-to tools for digital marketing.

Companies looking to put together a case study in-house with their own on-staff writer should focus on how one of their customers achieved a specific business goal by using their service or product, said Marc McClure, founder of SamuraiWriter.com. McClure specializes in authoring case studies and white papers.

	A good case study should ultimately lead to a sale, said Debbie Weil.

Such customer endorsements are often easier to find when the company putting the case study together can show how the endorsing company will benefit from appearing in the article, McClure said. For example, there may be more takers to be an endorsing company if the company knows that the case-study article is definitely slated to appear in an influential trade or professional journal.

Research for the story should of course be thorough. And the endorsing company should be given the opportunity to review the finished piece, McClure said.

Once the article has a green light for publication, McClure advised sponsoring companies to repurpose the writing in as many places as possible. For example, when the piece runs in a trade or professional journal, the article can be repurposed in social media as a blog entry, Facebook post, a link on Twitter and the like. (There is a good template for designing a case-study article from TSO Information and Publishing.

If you decide to hire an outside writer to put together your case study, here are some additional tips Weil and others offered:

Shy Away From the Hard Sell: The reason why case studies are so effective is that the best of the lot offer an objective look at how one company’s product or service truly helped another company. In practice, that means finding a writer who knows that a top-shelf case study is an extremely soft sell and will take great pains to avoid artificially trumpeting the sponsoring company. In fact, the name of the company sponsoring in a case study often appears only once or twice in the article. Instead, the lion’s share of the quotes are from the user of the product or service.

Hire a Former Journalist, If Possible: Journalists are accustomed to writing balanced, objective articles that make way for the truth to tell the story. PR personnel with no journalism background are generally less equipped to do the same and are often tempted to pepper copy with euphemisms that are easily spotted and discarded by readers.

Be Sure to Get an Outline: You’ll make life easier for both yourself and the case-study writer if you require an outline for your piece. Brainstorming a piece with your writer is fine. But unless you see an outline in black and white beforehand, it may be a long slog toward the kind of article you really want.

Find a Writer Who Can Work Efficiently: Primary sources for an article will most likely be interviewed in person. But secondary sources who provide supplemental information can often be contacted by phone. Be sure the writer you hire uses this approach. Otherwise, the budget for your case study could mushroom considerably.

Ask a Trade Journal to Recommend a Writer: Most trade and professional journals are more than happy to offer recommendations for freelance writers interested in authoring your case study. If you’re looking to run a case study in a specific trade journal, for example, you can easily e-mail the editor with a few paragraphs detailing the kind of story you’d like to submit and then ask for a recommendation for a writer whom the trade journal trusts. The beauty of this arrangement is that the recommended writer is already trusted by the trade journal and will most likely be able to see your project through to publication much more easily than another writer who is unknown by the publication.

Make It Fun But Make It Pay: Granted, every case-study article needs to be gripping and informative. But it also needs to achieve the end goal—increasing profits. “Good content isn’t just fun to read,” said Weil. “It should set in motion a sequence of visitor thoughts and actions that ultimately lead to a sale.”

Joe Dysart is an Internet speaker and business consultant based in Manhattan. For more information:
646-233-4089
joe@joedysart.com
visit www.joedysart.com

 

SEMA News—October 2013

INTERNET
By Joe Dysart

Trade Journal Case Studies

A Marketing Home Run, Research Finds

Business-to-business (B2B) marketers find that case-study articles placed in key professional and trade journals are some of the most effective ways to close new deals with current and prospective customers, according to a pair of new studies. Specifically, 67% of B2B buyers surveyed said that they relied on research and white papers presented by trade and professional organizations more than any other source when making purchasing decisions.

“Peer-powered organizations, including professional communities and industry groups, offer brands the opportunity to access powerful insights into customer audiences as well as trusted channels for content engagement,” said Donovan Neale-May, executive director of the Chief Marketing Office Council, which conducted the 11-page study.

“Better Lead Yield in the Content Marketing Field” is available as a free online download. A similar study released by the Content Marketing Institute also found that 64% of B2B marketers believe that the case study is their most effective marketing tool, according to Lee Odden, co-founder of TopRank Online Marketing.

“B2B marketers ‘get’ that they need content as a more substantial part of their overall marketing mix,” Odden said.

Indeed, while the format is straightforward—case studies generally tell a simple story of how one business benefits from the goods or services of another business—they’re tough to resist for B2B buyers who are searching for a solution to a pres-sing problem.

“Insert the words ‘case study’ into your subject line, and most online readers will snap to attention,” said Debbie Weil, founder of WordBiz.com, a business-marketing firm. “A case study promises real-life solutions and insider tips on how it all really works.”

The new research buttresses studies released earlier this year by CopyPress, which found that traditional feature articles, which include case studies, are becoming the go-to tools for digital marketing.

Companies looking to put together a case study in-house with their own on-staff writer should focus on how one of their customers achieved a specific business goal by using their service or product, said Marc McClure, founder of SamuraiWriter.com. McClure specializes in authoring case studies and white papers.

	A good case study should ultimately lead to a sale, said Debbie Weil.

Such customer endorsements are often easier to find when the company putting the case study together can show how the endorsing company will benefit from appearing in the article, McClure said. For example, there may be more takers to be an endorsing company if the company knows that the case-study article is definitely slated to appear in an influential trade or professional journal.

Research for the story should of course be thorough. And the endorsing company should be given the opportunity to review the finished piece, McClure said.

Once the article has a green light for publication, McClure advised sponsoring companies to repurpose the writing in as many places as possible. For example, when the piece runs in a trade or professional journal, the article can be repurposed in social media as a blog entry, Facebook post, a link on Twitter and the like. (There is a good template for designing a case-study article from TSO Information and Publishing.

If you decide to hire an outside writer to put together your case study, here are some additional tips Weil and others offered:

Shy Away From the Hard Sell: The reason why case studies are so effective is that the best of the lot offer an objective look at how one company’s product or service truly helped another company. In practice, that means finding a writer who knows that a top-shelf case study is an extremely soft sell and will take great pains to avoid artificially trumpeting the sponsoring company. In fact, the name of the company sponsoring in a case study often appears only once or twice in the article. Instead, the lion’s share of the quotes are from the user of the product or service.

Hire a Former Journalist, If Possible: Journalists are accustomed to writing balanced, objective articles that make way for the truth to tell the story. PR personnel with no journalism background are generally less equipped to do the same and are often tempted to pepper copy with euphemisms that are easily spotted and discarded by readers.

Be Sure to Get an Outline: You’ll make life easier for both yourself and the case-study writer if you require an outline for your piece. Brainstorming a piece with your writer is fine. But unless you see an outline in black and white beforehand, it may be a long slog toward the kind of article you really want.

Find a Writer Who Can Work Efficiently: Primary sources for an article will most likely be interviewed in person. But secondary sources who provide supplemental information can often be contacted by phone. Be sure the writer you hire uses this approach. Otherwise, the budget for your case study could mushroom considerably.

Ask a Trade Journal to Recommend a Writer: Most trade and professional journals are more than happy to offer recommendations for freelance writers interested in authoring your case study. If you’re looking to run a case study in a specific trade journal, for example, you can easily e-mail the editor with a few paragraphs detailing the kind of story you’d like to submit and then ask for a recommendation for a writer whom the trade journal trusts. The beauty of this arrangement is that the recommended writer is already trusted by the trade journal and will most likely be able to see your project through to publication much more easily than another writer who is unknown by the publication.

Make It Fun But Make It Pay: Granted, every case-study article needs to be gripping and informative. But it also needs to achieve the end goal—increasing profits. “Good content isn’t just fun to read,” said Weil. “It should set in motion a sequence of visitor thoughts and actions that ultimately lead to a sale.”

Joe Dysart is an Internet speaker and business consultant based in Manhattan. For more information:
646-233-4089
joe@joedysart.com
visit www.joedysart.com

 

SEMA News—October 2013

EVENTS
Compiled by Steve Campbell

Must-See Features of the 2013 SEMA Show

A Sprawling Panorama of Automotive Excellence

	The SEMA Show draws more than 135,000 industry leaders to Las Vegas from more than 100 countries, all seeking business opportunities in the automotive, truck and SUV, powersports and RV markets.

The SEMA Show is the world’s most impressive automotive trade show. It draws industry professionals from around the globe to stunning exhibits of innovative and sought-after specialty-equipment products. It attracts more than 135,000 industry leaders from more than 100 countries to Las Vegas, all seeking business opportunities in the automotive, truck and SUV, powersports and RV markets. And the 2013 SEMA Show—the year of the association’s 50th anniversary—will eclipse all previous gatherings. In fact, exhibit space in the Las Vegas Convention Center (LVCC) is sold out, and new display areas have been created in the Las Vegas Hotel and in other parts of the Show grounds to help accommodate the surplus.

The products and exhibits are stunning, to be sure, but the activities that accompany the SEMA Show go beyond the expected. It’s an automotive carnival, and the fortunate folks who attend (the SEMA Show is open to only those employed in the industry) are offered countless opportunities to learn from, interact with and marvel at the myriad features and festivities. The following is a sneak peek at a few of them.

Online Floorplan

Attendees at the 2013 SEMA Show, whether exhibitors, buyers, media or other automotive professionals, should be sure to check out the online floorplan of the SEMA Show. It not only includes a list of exhibitors and maps their location, but also features a search function that allows attendees to find exhibitors by company name, product category or booth number. It’s a must for developing a SEMA Show strategy.

Revamped Exhibitor Services Manual

For exhibitors, the online Exhibitor Services Manual is as important as the floorplan. It’s new and improved this year and is very user-friendly, allowing exhibitors to order all of their Show needs from authorized contractors in one place and at one time. It holds the key to SEMA Show activities, deadlines, marketing opportunities, services and more. 

Registration

Online SEMA Show registration is also key. It’s the easiest and most cost-effective way for buyers to obtain credentials, and a badge permits the bearer to enter both the Automotive Aftermarket Products Expo (AAPEX) and the SEMA Show. Online buyer registrants will receive their badges in the mail. Those who wait to register on-site will do so at a new location in the exhibit area at the Las Vegas Hotel (LVH). Shuttle busses will drop off there, and cabs will drop off at the front of the LVH.

New Media Center Location

The Continental Tires Media Center has moved this year to the east end of the Grand Lobby in the LVCC in Room N110. The Media Center is available exclusively to credentialed media at the SEMA Show. Editors and reporters will have access to expedited registration, computers, dedicated Wi-Fi, lounge areas, private work areas, lockers, food and beverage, exhibitor press materials and more.

New Show Look and Feel

The whole SEMA Show will feature a new look and feel. The update is based on creations by artist Max Grundy, who has been a painter, illustrator and graphic designer for the majority of his life. His hot-rod-themed artwork has been shown throughout the world, and he is also interested in vintage posters. Grundy was commissioned to design a series of five new logos for the Show, which inspired a new appearance for the display properties, on-site decorations and promotional materials. Grundy’s SEMA Show works are emotive art that represent exhibits in each of the LVCC halls. Attendees will see the difference the moment they enter the doorways.

Cars & Coffee, SEMA Edition

Among the new attractions at the 2013 SEMA Show will be Cars & Coffee, SEMA Edition. Taking place on the outdoor patio on the south side of the LVH (adjacent to the LVCC North Hall) from 8:00 a.m.–9:00 a.m. each morning of the Show, Cars & Coffee gives attendees a great place to start their day. Grab a cup of coffee and a donut, check out some cool vehicles, mingle with colleagues, then get a jumpstart on your day by visiting the newly expanded Featured Exhibitors section at the LVH.

Manufacturer’s Rep Roundtable

	The Exhibitor Appreciation Party was a big hit last year, thanks in no small part to the violin expertise of the ALIZMA (Aleksandra, Izabela and Monika) triplet violinists. This year’s party will be held Monday evening, November 4, 5:00 p.m.–6:30 p.m., “out front” at the Las Vegas Convention Center.

Building on the success of the sold-out 2012 Rep Technology Roundtable, the Manufacturers Representative Network (MRN) will again host a collection of business-critical discussions moderated by industry leaders on Sunday, November 3, from 3:30 p.m.–6:00 p.m. in the Las Vegas Hotel. Through these intimate roundtable discussions, attendees will have the opportunity to ask questions and receive practical solutions to real-world issues. Sign up now.

Exhibitor Appreciation Party

This is SEMA’s chance to say thanks to exhibitors and kick off what will be another amazing Show. The Exhibitor Appreciation Party will be held Monday evening, November 4, 5:00 p.m.–6:30 p.m., “out front” at the Las Vegas Convention Center, right in the heart of the coolest car displays at the Show. This event is open to all exhibitors and will include refreshments, entertainment and great networking—compliments of SEMA.

First-Time and Featured Exhibit Areas

The SEMA Show has outgrown even the sprawling confines of the convention center, but the Show’s organizers have expanded into the LVH. Featuring some of the industry’s newest exhibitors, the LVH displays open at 8:00 a.m.—well before the convention center Show floor opens. More exhibit space has also been added in the upper South Hall adjacent to the New Products Showcase as well as in the Sky Bridge between the Central and South Halls (where the Media Center used to be located). Find out which companies are exhibiting in each area by visiting the online floorplan.

New Products Breakfast

	The New Product Awards competition recognizes outstanding achievements in the development of products being introduced at the SEMA Show. Products are judged in 16 award categories, and the winners are announced at the New Products Awards Breakfast, with the venerable Dave McClelland (center) serving as emcee.

SEMA’s annual New Product Awards competition recognizes outstanding achievements in the development of products being introduced to the automotive specialty-equipment market at the SEMA Show. The award winners will be announced on Tuesday, November 5, 7:30 a.m.–8:45 a.m. at the New Products Awards Breakfast, which will take place in the LVH. Products are judged in 16 award categories, and each category will have one winner and two runners-up. Here's more information about entering products in the New Products Showcase.

SEMA Award

In addition, the New Products Breakfast will be the venue for the announcement of the SEMA Award honors. The SEMA Award is bestowed on vehicle models in four categories: Hottest Car, Hottest Sport Compact, Hottest Truck and Hottest 4x4-SUV. The SEMA Award winners represent the models that industry experts—the SEMA Show exhibitors—most often feature in their booths as the hottest rides for the enthusiast market. It also underscores the cooperative relationship between the automakers and SEMA-member companies.

New Products Showcase

The New Products Showcase is the number-one SEMA Show buyer and media destination, and it’s where SEMA Show exhibitors’ best product ideas come alive. This year, the New Products Showcase will be housed in the east end of the upper level of the LVCC’s South Hall. More than 2,000 manufacturers will be displaying products throughout the SEMA Show, and many will enter new or popular products in the New Product Showcase. Attendees often use the Showcase to preview the latest innovations and then create the lists of exhibitors that they will visit.

SEMA Seminars

	The SEMA Award is bestowed in four categories: Hottest Car, Hottest Sport Compact, Hottest Truck and Hottest 4x4-SUV. The winners represent the models that SEMA Show exhibitors most often feature in their booths, and they underscore the cooperative relationship between the automakers and SEMA-member companies.

The SEMA Education Institute (SEI) offers more than 50 free and several “pay-to-attend” educational events that cover everything from online marketing to customer service, management, industry trends and more. These courses are designed to provide practical tools, and they are presented by top industry experts. The courses and events are open only to registered 2013 SEMA Show attendees, exhibitors and media. Here is a complete list of the 2013 curricula.

Health-Care Reform Law Seminar

Of particular interest to SEMA-member companies is a unique offering from the SEMA government affairs staff on the Affordable Care Act (also known as “Obamacare.”) The seminar will cover what SEMA members need to know about the act, including the recent delay in implementation of the employer mandate portion of the law. It is critical that all SEMA-member companies understand the law and plan accordingly. The presentation will include details on the employer and individual mandates, tax credits available to small businesses and the insurance exchanges being created to assist smaller companies and individuals in shopping for affordable coverage. The session will be held Monday, November 4, at 11:00 a.m. in the upper North Hall, room N253.

SEMA Data Co-op Education Sessions

The staff of the SEMA Data Co-op (SDC) will also offer an exclusive series of free seminars that will provide information and education about product data management. Topics will include introductions to the ACES and PIES standards, advanced ACES and PIES sessions, SDC supplier and receiver user groups and an introductory session on the SDC that will include a demonstration of the co-op’s online data management solution. The sessions will be held on Monday, November 4. Click on the SEMA Data Co-op link for complete details.

SEMA Vehicle Technology Center and Theater

The SEMA Vehicle Technology Center (VTC) and Technology Briefing Seminar (TBS) program are designed to connect members to the benefits of vehicle technology and performance product development solutions, resources and partnerships. The VTC will once again be located in the LVCC Grand Lobby and includes a wide range of high-profile speakers who will address vehicle and system technologies, mobile youth and lifestyle trends and performance branding. Visit here for a complete schedule of VTC keynotes and briefing sessions.

Red Kap Apparel

	The New Products Showcase is the number-one SEMA Show destination for buyers and media. The Showcase will be housed this year in the east end of the upper level of the Las Vegas Convention Center’s South Hall. Attendees often use the Showcase to preview the latest innovations and then create the lists of exhibitors that they will visit.

Red Kap manufactures work clothing for men and women, and 2013 will mark the company’s third appearance at the SEMA Show. This year, Red Kap will also be the primary apparel supplier for the SEMA Gear Store, which will have several LVCC outlets. The company has also become the official uniform supplier for the SEMA Show, so exhibitors may order custom Red Kap uniforms through the online Exhibitor Services Manual. And look for SEMA Show staff to be sporting high-quality Red Kap apparel throughout Show week.

UPS Parts Hauler

UPS has created a “Ride Your Hauler to SEMA” contest as a way of highlighting the creative talent at work in the industry. “As a company devoted to finding new and exciting solutions for our customers, we admire the passion and innovation that specialty aftermarket businesses put into their products and services,” said Kristin DeBates of the UPS Automotive Marketing group. “We hope SEMA members will have as much fun with the contest as we’ve had putting it together.” The winner will be awarded a prime display spot at the SEMA Show. Entries were judged on functionality, innovation and aesthetics. The winner will be announced October 4, 2013.

Toyo Tires Treadpass

During the 2013 SEMA Show, attendees will walk through Toyo Tires Treadpass, an all-new, ultra-modern passage connecting the Central and South Halls of the LVCC. The Toyo Tires Treadpass will feature an array of customized cars, trucks and big rigs. It will also offer convenient charging stations for portable devices as well as a relaxing seating area to give tired feet a break. Tire displays equipped with Toyo Tires iPad apps will be located throughout the area, providing a closer look at the technology, features and benefits of Toyo Tires. As a special bonus to the Treadpass experience, an off-road racing demonstration will take place on Wednesday, November 6, between 4:30 p.m.–6:00 p.m. at the adjoining outdoor motorsports area (GM Proving Ground). Several of Team Toyo’s top drivers will be on hand to provide an exciting exhibition as well as sign autographs and take photos.

Speed Networking Breakfast—Powered by the SBN

The annual Speed Networking Breakfast, sponsored by the SEMA Businesswomen’s Network (SBN) is open to all SEMA members and is the fastest and easiest way to meet peers, prospects and vendor associates. Don’t miss this opportunity to meet movers and shakers in short, three-minute intervals—but hurry: The breakfast has sold out each of the last five years, and attendance is limited to just 250 people. The breakfast will be held Thursday, November 7, from 7:15 a.m.–9:00 a.m. in the LVH. Tickets are $35 for SEMA members, $45 nonmembers, until October 18; after, prices increase to $49 members, $69 non-members. Visit here for details.

SBN 20th Anniversary: Celebrating Past, Present and Future

The SBN also is celebrating 20 years of advancing women in the aftermarket with a reception on Wednesday, November 6, from 6:00 p.m.–8:00 p.m. in the LVH Oasis Lounge. The event is free, and the evening highlight will be the presentation of the Athena Awards. The Athena Award winners are chosen through a peer nomination and selection process. This year’s awards will include the SBN Champion, Mentor of the Year, Woman of the Year, Legacies Ladies and Rising Star. To join the celebration, register here.

Ford Out Front

	The Ford Out Front experience will again showcase Ford high-performance drivers, such as Vaughn Gittin Jr., performing drifting, gymkhana and freestyle demonstrations in Ford high-performance products. Be there for driving demonstrations by drifting masters.

Ford will again feature star drivers and racing vehicles in the Ford Out Front exhibition just outside the halls of the LVCC. The Ford Out Front experience will showcase talented Ford drivers performing drifting, gymkhana and freestyle demonstrations in Ford high-performance products. In 2012, Ford brought drivers Vaughn Gittin Jr., Justin Pawlak, Ken Block, Tanner Foust and Brian Deegan to the SEMA Show, and the program is slated to be just as exciting for 2013. Be there for driving demonstrations by drifting masters.

SEMA Launch Pad Presented By YEN

SEMA’s Young Executives Network (YEN) celebrates the next generation of entrepreneurs with its inaugural Launch Pad competition. This competition offers innovators, inventors and entrepreneurs under the age of 40 an industry platform to showcase their business plans for marketing new automotive products or services. Five finalists will pitch their business plans to industry leaders in a live event on stage at the 2013 SEMA Show, and the judges will select and award the winning YEN executive with a prize package designed to help take his or her business to the next level. The finals will be held Thursday, November 7, 9:00 a.m.–10:30 a.m. at the Vehicle Technology Center in the Grand Lobby of the LVCC.

Café SEMA: In the Know With a Cup of Joe!

Café SEMA is not a classroom lecture; it’s a one-hour conversation between business pros who provide expert advice about how to help an organization take the next step. Topics for this year’s Café SEMA will include effective female leadership in a male-dominated environment, social media, websites and product development. It’s a great opportunity to get a lot of information in a very short time. The event will be held Friday, November 8, 9:00 a.m.–10:00 a.m. in the LVCC Members Lounge. Visit www.sema.org/cafesema for details and to order tickets.

SEMA Garage

	The SEMA Garage–Industry Innovations Center, where manufacturers have access to full emissions-testing EO certification lab and dyno services, is now open.

The SEMA Garage–Industry Innovations Center is now open to provide manufacturers with access to a full emissions-testing EO certification lab and dyno services. Located adjacent to SEMA’s Diamond Bar, California, headquarters, the 15,000-sq.-ft. facility includes a full mechanic’s garage and tech center with a full dyno lab that uses highly technical and sophisticated equipment to measure emissions output at a level consistent with the Air Resources Board requirements for EO certification. SEMA Garage will host member consultations at this year’s SEMA Show in booth #50000 on the North end of the bridge connector between Central and South Halls and will also feature a Faro Arm measuring device and a 3D printer as well as other tools and equipment.

GM at the SEMA Show

General Motors will once again play a substantial roll in the SEMA Show. Its multi-venue extravaganza will include a repeat of the Chevy Drive in the open area between the Central and South Halls, where attendees can hitch a ride. All that plus one of the largest exhibition spaces in the LVCC that will be filled with newly completed project cars and the hottest GM products.

Omix-ADA Success Center

The Off-Road Success Center, presented by Omix-ADA/Rugged Ridge, returns again for the 2013 SEMA Show and will be featured in the upper South Hall lobby. The Omix-ADA Off-Road Success Center serves as a special networking and hospitality display for the Jeep and off-road community. This year, the Off-Road Success Center will feature a live build, a sample of the Jeep Collection owned by Al Azadi, including some extremely rare early prototype Jeeps, and celebrity guest R. Lee Emrey (also known as “The Gunny”), who will sign autographs on Tuesday through Thursday of the SEMA Show.

Toyota Dream Build Challenge

Among the many vehicles featured in the Toyota Motor Sales booth (#24801 in Central Hall) at the 2013 SEMA Show, the company will feature four custom vehicles that are the fruits of the Dream Build Challenge. This contest pits individual builders against one another to see who can create the most popular feature vehicle. The public will vote on the four projects leading up to the Show, and the winning vehicle, as well as the other three contenders, will debut in the Toyota booth.

Booth and Feature Vehicles

Booth and feature vehicles are the highlight of the SEMA Show for many attendees, and for 2013, the top feature vehicles are being placed in prime locations. The program enables exhibitors to showcase their company’s products on vehicles throughout the Show floor and grounds, and booth vehicles help drive more buyer traffic to exhibitor booths. Keep an eye out for next month’s issue of SEMA News, where we’ll preview many of the cars and trucks you’ll see live in November.

DUB Show Tour

Each year at the SEMA Show, the DUB Show Tour features dozens of custom cars, trucks, exotics and motorcycles. DUB also showcases the newest wheels, auto accessories, apparel and video games and dozens of vendor booths, and there is always an array of artists and entertainers showing up. Stop by the DUB display outside the South Hall. You never know who you’ll see!

Discovery Channel Studio

The “All Girls Garage” team—Jessi Combs, Bogi and Cristy Lee—will take turns wrenching on a Fiat 500 with Lou Santiago and Jared Zimmerman from “Car Fix” in the Discovery Channel Studio at booth #35001 in the upper South Hall. They’ll engage in a friendly rivalry to see who can really wow the crowd. Jessi Combs will also speak at the New Products Breakfast, where she’ll share a personal story about overcoming adversity. Be on the lookout as well for the “Velocity” crew as it collects footage for upcoming productions with some well-known hosts.

Hot Rodders of Tomorrow

	High school teams from across the country will once again compete against the clock and each other in tearing down and rebuilding identical high-performance 350ci Chevrolet small-block powerplants fitted with top performance parts during the Hot Rodders of Tomorrow Engine Challenge.

High school teams from across the country will once again prove their engine-building prowess during timed competitions outside at the front of the Central Hall, where they’ll tear down and rebuild identical high-performance 350ci Chevrolet small-block engines fitted with top performance parts. The teams with the fastest times and fewest penalty points will advance to the final rounds, which will be held December 12–14 at the Performance Racing Industry (PRI) Show in Indianapolis.

Car Crazy Studio

Now a staple at the SEMA Show, The Car Crazy Studio features host Barry Meguiar interviewing industry legends and celebrities on an elevated stage on the outside plaza in front of the LVCC. The interviews are broadcast on screens throughout the convention center and have featured such NASCAR luminaries as Jack Roush and Robby Gordon and industry captains such as Pete Chapouris, George Barris and Myles Kovacs. Keep your eyes on the screens or catch the action in person.

SEMA Show Industry Awards Banquet

The SEMA Show Industry Awards Banquet is the annual celebration of the specialty-equipment industry. It also provides the backdrop for the presentation of industry awards, including the SEMA Person of the Year, SEMA WD of the Year and SEMA Manufacturers’ Rep Agency of the Year. As usual, the entertainment will be stellar. Watch SEMA eNews for an exciting announcement regarding the headlining act. In addition, the 2013 SEMA Hall of Fame inductees—George Barris, Eric Grant, Wade Kawasaki and Joe Schubeck—will be honored for their industry contributions. The evening banquet will be held Thursday, November 7.

SEMA Cruise at Show Close

The capper for the 2013 SEMA Show will be the now-annual SEMA Cruise. As the booths are dismantled and the products are packaged for shipment home, the booth and feature vehicles depart the convention center. This parade of rolling art became an official part of the Show two years ago and is now one of the most-anticipated aspects of the annual gathering by the local populace.

The cruise begins when the Show ends at 4:00 p.m. on Friday. The festivities include awards, giveaways, entertainment and seating for the crowd—expanded this year with additional bleachers. The parade culminates in a car show that will be housed in the Gold Lot across from the convention center. It’s a great way to celebrate a fantastic week of innovation and invention.

SEMA News—October 2013

EVENTS
Compiled by Steve Campbell

Must-See Features of the 2013 SEMA Show

A Sprawling Panorama of Automotive Excellence

	The SEMA Show draws more than 135,000 industry leaders to Las Vegas from more than 100 countries, all seeking business opportunities in the automotive, truck and SUV, powersports and RV markets.

The SEMA Show is the world’s most impressive automotive trade show. It draws industry professionals from around the globe to stunning exhibits of innovative and sought-after specialty-equipment products. It attracts more than 135,000 industry leaders from more than 100 countries to Las Vegas, all seeking business opportunities in the automotive, truck and SUV, powersports and RV markets. And the 2013 SEMA Show—the year of the association’s 50th anniversary—will eclipse all previous gatherings. In fact, exhibit space in the Las Vegas Convention Center (LVCC) is sold out, and new display areas have been created in the Las Vegas Hotel and in other parts of the Show grounds to help accommodate the surplus.

The products and exhibits are stunning, to be sure, but the activities that accompany the SEMA Show go beyond the expected. It’s an automotive carnival, and the fortunate folks who attend (the SEMA Show is open to only those employed in the industry) are offered countless opportunities to learn from, interact with and marvel at the myriad features and festivities. The following is a sneak peek at a few of them.

Online Floorplan

Attendees at the 2013 SEMA Show, whether exhibitors, buyers, media or other automotive professionals, should be sure to check out the online floorplan of the SEMA Show. It not only includes a list of exhibitors and maps their location, but also features a search function that allows attendees to find exhibitors by company name, product category or booth number. It’s a must for developing a SEMA Show strategy.

Revamped Exhibitor Services Manual

For exhibitors, the online Exhibitor Services Manual is as important as the floorplan. It’s new and improved this year and is very user-friendly, allowing exhibitors to order all of their Show needs from authorized contractors in one place and at one time. It holds the key to SEMA Show activities, deadlines, marketing opportunities, services and more. 

Registration

Online SEMA Show registration is also key. It’s the easiest and most cost-effective way for buyers to obtain credentials, and a badge permits the bearer to enter both the Automotive Aftermarket Products Expo (AAPEX) and the SEMA Show. Online buyer registrants will receive their badges in the mail. Those who wait to register on-site will do so at a new location in the exhibit area at the Las Vegas Hotel (LVH). Shuttle busses will drop off there, and cabs will drop off at the front of the LVH.

New Media Center Location

The Continental Tires Media Center has moved this year to the east end of the Grand Lobby in the LVCC in Room N110. The Media Center is available exclusively to credentialed media at the SEMA Show. Editors and reporters will have access to expedited registration, computers, dedicated Wi-Fi, lounge areas, private work areas, lockers, food and beverage, exhibitor press materials and more.

New Show Look and Feel

The whole SEMA Show will feature a new look and feel. The update is based on creations by artist Max Grundy, who has been a painter, illustrator and graphic designer for the majority of his life. His hot-rod-themed artwork has been shown throughout the world, and he is also interested in vintage posters. Grundy was commissioned to design a series of five new logos for the Show, which inspired a new appearance for the display properties, on-site decorations and promotional materials. Grundy’s SEMA Show works are emotive art that represent exhibits in each of the LVCC halls. Attendees will see the difference the moment they enter the doorways.

Cars & Coffee, SEMA Edition

Among the new attractions at the 2013 SEMA Show will be Cars & Coffee, SEMA Edition. Taking place on the outdoor patio on the south side of the LVH (adjacent to the LVCC North Hall) from 8:00 a.m.–9:00 a.m. each morning of the Show, Cars & Coffee gives attendees a great place to start their day. Grab a cup of coffee and a donut, check out some cool vehicles, mingle with colleagues, then get a jumpstart on your day by visiting the newly expanded Featured Exhibitors section at the LVH.

Manufacturer’s Rep Roundtable

	The Exhibitor Appreciation Party was a big hit last year, thanks in no small part to the violin expertise of the ALIZMA (Aleksandra, Izabela and Monika) triplet violinists. This year’s party will be held Monday evening, November 4, 5:00 p.m.–6:30 p.m., “out front” at the Las Vegas Convention Center.

Building on the success of the sold-out 2012 Rep Technology Roundtable, the Manufacturers Representative Network (MRN) will again host a collection of business-critical discussions moderated by industry leaders on Sunday, November 3, from 3:30 p.m.–6:00 p.m. in the Las Vegas Hotel. Through these intimate roundtable discussions, attendees will have the opportunity to ask questions and receive practical solutions to real-world issues. Sign up now.

Exhibitor Appreciation Party

This is SEMA’s chance to say thanks to exhibitors and kick off what will be another amazing Show. The Exhibitor Appreciation Party will be held Monday evening, November 4, 5:00 p.m.–6:30 p.m., “out front” at the Las Vegas Convention Center, right in the heart of the coolest car displays at the Show. This event is open to all exhibitors and will include refreshments, entertainment and great networking—compliments of SEMA.

First-Time and Featured Exhibit Areas

The SEMA Show has outgrown even the sprawling confines of the convention center, but the Show’s organizers have expanded into the LVH. Featuring some of the industry’s newest exhibitors, the LVH displays open at 8:00 a.m.—well before the convention center Show floor opens. More exhibit space has also been added in the upper South Hall adjacent to the New Products Showcase as well as in the Sky Bridge between the Central and South Halls (where the Media Center used to be located). Find out which companies are exhibiting in each area by visiting the online floorplan.

New Products Breakfast

	The New Product Awards competition recognizes outstanding achievements in the development of products being introduced at the SEMA Show. Products are judged in 16 award categories, and the winners are announced at the New Products Awards Breakfast, with the venerable Dave McClelland (center) serving as emcee.

SEMA’s annual New Product Awards competition recognizes outstanding achievements in the development of products being introduced to the automotive specialty-equipment market at the SEMA Show. The award winners will be announced on Tuesday, November 5, 7:30 a.m.–8:45 a.m. at the New Products Awards Breakfast, which will take place in the LVH. Products are judged in 16 award categories, and each category will have one winner and two runners-up. Here's more information about entering products in the New Products Showcase.

SEMA Award

In addition, the New Products Breakfast will be the venue for the announcement of the SEMA Award honors. The SEMA Award is bestowed on vehicle models in four categories: Hottest Car, Hottest Sport Compact, Hottest Truck and Hottest 4x4-SUV. The SEMA Award winners represent the models that industry experts—the SEMA Show exhibitors—most often feature in their booths as the hottest rides for the enthusiast market. It also underscores the cooperative relationship between the automakers and SEMA-member companies.

New Products Showcase

The New Products Showcase is the number-one SEMA Show buyer and media destination, and it’s where SEMA Show exhibitors’ best product ideas come alive. This year, the New Products Showcase will be housed in the east end of the upper level of the LVCC’s South Hall. More than 2,000 manufacturers will be displaying products throughout the SEMA Show, and many will enter new or popular products in the New Product Showcase. Attendees often use the Showcase to preview the latest innovations and then create the lists of exhibitors that they will visit.

SEMA Seminars

	The SEMA Award is bestowed in four categories: Hottest Car, Hottest Sport Compact, Hottest Truck and Hottest 4x4-SUV. The winners represent the models that SEMA Show exhibitors most often feature in their booths, and they underscore the cooperative relationship between the automakers and SEMA-member companies.

The SEMA Education Institute (SEI) offers more than 50 free and several “pay-to-attend” educational events that cover everything from online marketing to customer service, management, industry trends and more. These courses are designed to provide practical tools, and they are presented by top industry experts. The courses and events are open only to registered 2013 SEMA Show attendees, exhibitors and media. Here is a complete list of the 2013 curricula.

Health-Care Reform Law Seminar

Of particular interest to SEMA-member companies is a unique offering from the SEMA government affairs staff on the Affordable Care Act (also known as “Obamacare.”) The seminar will cover what SEMA members need to know about the act, including the recent delay in implementation of the employer mandate portion of the law. It is critical that all SEMA-member companies understand the law and plan accordingly. The presentation will include details on the employer and individual mandates, tax credits available to small businesses and the insurance exchanges being created to assist smaller companies and individuals in shopping for affordable coverage. The session will be held Monday, November 4, at 11:00 a.m. in the upper North Hall, room N253.

SEMA Data Co-op Education Sessions

The staff of the SEMA Data Co-op (SDC) will also offer an exclusive series of free seminars that will provide information and education about product data management. Topics will include introductions to the ACES and PIES standards, advanced ACES and PIES sessions, SDC supplier and receiver user groups and an introductory session on the SDC that will include a demonstration of the co-op’s online data management solution. The sessions will be held on Monday, November 4. Click on the SEMA Data Co-op link for complete details.

SEMA Vehicle Technology Center and Theater

The SEMA Vehicle Technology Center (VTC) and Technology Briefing Seminar (TBS) program are designed to connect members to the benefits of vehicle technology and performance product development solutions, resources and partnerships. The VTC will once again be located in the LVCC Grand Lobby and includes a wide range of high-profile speakers who will address vehicle and system technologies, mobile youth and lifestyle trends and performance branding. Visit here for a complete schedule of VTC keynotes and briefing sessions.

Red Kap Apparel

	The New Products Showcase is the number-one SEMA Show destination for buyers and media. The Showcase will be housed this year in the east end of the upper level of the Las Vegas Convention Center’s South Hall. Attendees often use the Showcase to preview the latest innovations and then create the lists of exhibitors that they will visit.

Red Kap manufactures work clothing for men and women, and 2013 will mark the company’s third appearance at the SEMA Show. This year, Red Kap will also be the primary apparel supplier for the SEMA Gear Store, which will have several LVCC outlets. The company has also become the official uniform supplier for the SEMA Show, so exhibitors may order custom Red Kap uniforms through the online Exhibitor Services Manual. And look for SEMA Show staff to be sporting high-quality Red Kap apparel throughout Show week.

UPS Parts Hauler

UPS has created a “Ride Your Hauler to SEMA” contest as a way of highlighting the creative talent at work in the industry. “As a company devoted to finding new and exciting solutions for our customers, we admire the passion and innovation that specialty aftermarket businesses put into their products and services,” said Kristin DeBates of the UPS Automotive Marketing group. “We hope SEMA members will have as much fun with the contest as we’ve had putting it together.” The winner will be awarded a prime display spot at the SEMA Show. Entries were judged on functionality, innovation and aesthetics. The winner will be announced October 4, 2013.

Toyo Tires Treadpass

During the 2013 SEMA Show, attendees will walk through Toyo Tires Treadpass, an all-new, ultra-modern passage connecting the Central and South Halls of the LVCC. The Toyo Tires Treadpass will feature an array of customized cars, trucks and big rigs. It will also offer convenient charging stations for portable devices as well as a relaxing seating area to give tired feet a break. Tire displays equipped with Toyo Tires iPad apps will be located throughout the area, providing a closer look at the technology, features and benefits of Toyo Tires. As a special bonus to the Treadpass experience, an off-road racing demonstration will take place on Wednesday, November 6, between 4:30 p.m.–6:00 p.m. at the adjoining outdoor motorsports area (GM Proving Ground). Several of Team Toyo’s top drivers will be on hand to provide an exciting exhibition as well as sign autographs and take photos.

Speed Networking Breakfast—Powered by the SBN

The annual Speed Networking Breakfast, sponsored by the SEMA Businesswomen’s Network (SBN) is open to all SEMA members and is the fastest and easiest way to meet peers, prospects and vendor associates. Don’t miss this opportunity to meet movers and shakers in short, three-minute intervals—but hurry: The breakfast has sold out each of the last five years, and attendance is limited to just 250 people. The breakfast will be held Thursday, November 7, from 7:15 a.m.–9:00 a.m. in the LVH. Tickets are $35 for SEMA members, $45 nonmembers, until October 18; after, prices increase to $49 members, $69 non-members. Visit here for details.

SBN 20th Anniversary: Celebrating Past, Present and Future

The SBN also is celebrating 20 years of advancing women in the aftermarket with a reception on Wednesday, November 6, from 6:00 p.m.–8:00 p.m. in the LVH Oasis Lounge. The event is free, and the evening highlight will be the presentation of the Athena Awards. The Athena Award winners are chosen through a peer nomination and selection process. This year’s awards will include the SBN Champion, Mentor of the Year, Woman of the Year, Legacies Ladies and Rising Star. To join the celebration, register here.

Ford Out Front

	The Ford Out Front experience will again showcase Ford high-performance drivers, such as Vaughn Gittin Jr., performing drifting, gymkhana and freestyle demonstrations in Ford high-performance products. Be there for driving demonstrations by drifting masters.

Ford will again feature star drivers and racing vehicles in the Ford Out Front exhibition just outside the halls of the LVCC. The Ford Out Front experience will showcase talented Ford drivers performing drifting, gymkhana and freestyle demonstrations in Ford high-performance products. In 2012, Ford brought drivers Vaughn Gittin Jr., Justin Pawlak, Ken Block, Tanner Foust and Brian Deegan to the SEMA Show, and the program is slated to be just as exciting for 2013. Be there for driving demonstrations by drifting masters.

SEMA Launch Pad Presented By YEN

SEMA’s Young Executives Network (YEN) celebrates the next generation of entrepreneurs with its inaugural Launch Pad competition. This competition offers innovators, inventors and entrepreneurs under the age of 40 an industry platform to showcase their business plans for marketing new automotive products or services. Five finalists will pitch their business plans to industry leaders in a live event on stage at the 2013 SEMA Show, and the judges will select and award the winning YEN executive with a prize package designed to help take his or her business to the next level. The finals will be held Thursday, November 7, 9:00 a.m.–10:30 a.m. at the Vehicle Technology Center in the Grand Lobby of the LVCC.

Café SEMA: In the Know With a Cup of Joe!

Café SEMA is not a classroom lecture; it’s a one-hour conversation between business pros who provide expert advice about how to help an organization take the next step. Topics for this year’s Café SEMA will include effective female leadership in a male-dominated environment, social media, websites and product development. It’s a great opportunity to get a lot of information in a very short time. The event will be held Friday, November 8, 9:00 a.m.–10:00 a.m. in the LVCC Members Lounge. Visit www.sema.org/cafesema for details and to order tickets.

SEMA Garage

	The SEMA Garage–Industry Innovations Center, where manufacturers have access to full emissions-testing EO certification lab and dyno services, is now open.

The SEMA Garage–Industry Innovations Center is now open to provide manufacturers with access to a full emissions-testing EO certification lab and dyno services. Located adjacent to SEMA’s Diamond Bar, California, headquarters, the 15,000-sq.-ft. facility includes a full mechanic’s garage and tech center with a full dyno lab that uses highly technical and sophisticated equipment to measure emissions output at a level consistent with the Air Resources Board requirements for EO certification. SEMA Garage will host member consultations at this year’s SEMA Show in booth #50000 on the North end of the bridge connector between Central and South Halls and will also feature a Faro Arm measuring device and a 3D printer as well as other tools and equipment.

GM at the SEMA Show

General Motors will once again play a substantial roll in the SEMA Show. Its multi-venue extravaganza will include a repeat of the Chevy Drive in the open area between the Central and South Halls, where attendees can hitch a ride. All that plus one of the largest exhibition spaces in the LVCC that will be filled with newly completed project cars and the hottest GM products.

Omix-ADA Success Center

The Off-Road Success Center, presented by Omix-ADA/Rugged Ridge, returns again for the 2013 SEMA Show and will be featured in the upper South Hall lobby. The Omix-ADA Off-Road Success Center serves as a special networking and hospitality display for the Jeep and off-road community. This year, the Off-Road Success Center will feature a live build, a sample of the Jeep Collection owned by Al Azadi, including some extremely rare early prototype Jeeps, and celebrity guest R. Lee Emrey (also known as “The Gunny”), who will sign autographs on Tuesday through Thursday of the SEMA Show.

Toyota Dream Build Challenge

Among the many vehicles featured in the Toyota Motor Sales booth (#24801 in Central Hall) at the 2013 SEMA Show, the company will feature four custom vehicles that are the fruits of the Dream Build Challenge. This contest pits individual builders against one another to see who can create the most popular feature vehicle. The public will vote on the four projects leading up to the Show, and the winning vehicle, as well as the other three contenders, will debut in the Toyota booth.

Booth and Feature Vehicles

Booth and feature vehicles are the highlight of the SEMA Show for many attendees, and for 2013, the top feature vehicles are being placed in prime locations. The program enables exhibitors to showcase their company’s products on vehicles throughout the Show floor and grounds, and booth vehicles help drive more buyer traffic to exhibitor booths. Keep an eye out for next month’s issue of SEMA News, where we’ll preview many of the cars and trucks you’ll see live in November.

DUB Show Tour

Each year at the SEMA Show, the DUB Show Tour features dozens of custom cars, trucks, exotics and motorcycles. DUB also showcases the newest wheels, auto accessories, apparel and video games and dozens of vendor booths, and there is always an array of artists and entertainers showing up. Stop by the DUB display outside the South Hall. You never know who you’ll see!

Discovery Channel Studio

The “All Girls Garage” team—Jessi Combs, Bogi and Cristy Lee—will take turns wrenching on a Fiat 500 with Lou Santiago and Jared Zimmerman from “Car Fix” in the Discovery Channel Studio at booth #35001 in the upper South Hall. They’ll engage in a friendly rivalry to see who can really wow the crowd. Jessi Combs will also speak at the New Products Breakfast, where she’ll share a personal story about overcoming adversity. Be on the lookout as well for the “Velocity” crew as it collects footage for upcoming productions with some well-known hosts.

Hot Rodders of Tomorrow

	High school teams from across the country will once again compete against the clock and each other in tearing down and rebuilding identical high-performance 350ci Chevrolet small-block powerplants fitted with top performance parts during the Hot Rodders of Tomorrow Engine Challenge.

High school teams from across the country will once again prove their engine-building prowess during timed competitions outside at the front of the Central Hall, where they’ll tear down and rebuild identical high-performance 350ci Chevrolet small-block engines fitted with top performance parts. The teams with the fastest times and fewest penalty points will advance to the final rounds, which will be held December 12–14 at the Performance Racing Industry (PRI) Show in Indianapolis.

Car Crazy Studio

Now a staple at the SEMA Show, The Car Crazy Studio features host Barry Meguiar interviewing industry legends and celebrities on an elevated stage on the outside plaza in front of the LVCC. The interviews are broadcast on screens throughout the convention center and have featured such NASCAR luminaries as Jack Roush and Robby Gordon and industry captains such as Pete Chapouris, George Barris and Myles Kovacs. Keep your eyes on the screens or catch the action in person.

SEMA Show Industry Awards Banquet

The SEMA Show Industry Awards Banquet is the annual celebration of the specialty-equipment industry. It also provides the backdrop for the presentation of industry awards, including the SEMA Person of the Year, SEMA WD of the Year and SEMA Manufacturers’ Rep Agency of the Year. As usual, the entertainment will be stellar. Watch SEMA eNews for an exciting announcement regarding the headlining act. In addition, the 2013 SEMA Hall of Fame inductees—George Barris, Eric Grant, Wade Kawasaki and Joe Schubeck—will be honored for their industry contributions. The evening banquet will be held Thursday, November 7.

SEMA Cruise at Show Close

The capper for the 2013 SEMA Show will be the now-annual SEMA Cruise. As the booths are dismantled and the products are packaged for shipment home, the booth and feature vehicles depart the convention center. This parade of rolling art became an official part of the Show two years ago and is now one of the most-anticipated aspects of the annual gathering by the local populace.

The cruise begins when the Show ends at 4:00 p.m. on Friday. The festivities include awards, giveaways, entertainment and seating for the crowd—expanded this year with additional bleachers. The parade culminates in a car show that will be housed in the Gold Lot across from the convention center. It’s a great way to celebrate a fantastic week of innovation and invention.

SEMA News—October 2013

EVENTS
Compiled by Steve Campbell

Must-See Features of the 2013 SEMA Show

A Sprawling Panorama of Automotive Excellence

	The SEMA Show draws more than 135,000 industry leaders to Las Vegas from more than 100 countries, all seeking business opportunities in the automotive, truck and SUV, powersports and RV markets.

The SEMA Show is the world’s most impressive automotive trade show. It draws industry professionals from around the globe to stunning exhibits of innovative and sought-after specialty-equipment products. It attracts more than 135,000 industry leaders from more than 100 countries to Las Vegas, all seeking business opportunities in the automotive, truck and SUV, powersports and RV markets. And the 2013 SEMA Show—the year of the association’s 50th anniversary—will eclipse all previous gatherings. In fact, exhibit space in the Las Vegas Convention Center (LVCC) is sold out, and new display areas have been created in the Las Vegas Hotel and in other parts of the Show grounds to help accommodate the surplus.

The products and exhibits are stunning, to be sure, but the activities that accompany the SEMA Show go beyond the expected. It’s an automotive carnival, and the fortunate folks who attend (the SEMA Show is open to only those employed in the industry) are offered countless opportunities to learn from, interact with and marvel at the myriad features and festivities. The following is a sneak peek at a few of them.

Online Floorplan

Attendees at the 2013 SEMA Show, whether exhibitors, buyers, media or other automotive professionals, should be sure to check out the online floorplan of the SEMA Show. It not only includes a list of exhibitors and maps their location, but also features a search function that allows attendees to find exhibitors by company name, product category or booth number. It’s a must for developing a SEMA Show strategy.

Revamped Exhibitor Services Manual

For exhibitors, the online Exhibitor Services Manual is as important as the floorplan. It’s new and improved this year and is very user-friendly, allowing exhibitors to order all of their Show needs from authorized contractors in one place and at one time. It holds the key to SEMA Show activities, deadlines, marketing opportunities, services and more. 

Registration

Online SEMA Show registration is also key. It’s the easiest and most cost-effective way for buyers to obtain credentials, and a badge permits the bearer to enter both the Automotive Aftermarket Products Expo (AAPEX) and the SEMA Show. Online buyer registrants will receive their badges in the mail. Those who wait to register on-site will do so at a new location in the exhibit area at the Las Vegas Hotel (LVH). Shuttle busses will drop off there, and cabs will drop off at the front of the LVH.

New Media Center Location

The Continental Tires Media Center has moved this year to the east end of the Grand Lobby in the LVCC in Room N110. The Media Center is available exclusively to credentialed media at the SEMA Show. Editors and reporters will have access to expedited registration, computers, dedicated Wi-Fi, lounge areas, private work areas, lockers, food and beverage, exhibitor press materials and more.

New Show Look and Feel

The whole SEMA Show will feature a new look and feel. The update is based on creations by artist Max Grundy, who has been a painter, illustrator and graphic designer for the majority of his life. His hot-rod-themed artwork has been shown throughout the world, and he is also interested in vintage posters. Grundy was commissioned to design a series of five new logos for the Show, which inspired a new appearance for the display properties, on-site decorations and promotional materials. Grundy’s SEMA Show works are emotive art that represent exhibits in each of the LVCC halls. Attendees will see the difference the moment they enter the doorways.

Cars & Coffee, SEMA Edition

Among the new attractions at the 2013 SEMA Show will be Cars & Coffee, SEMA Edition. Taking place on the outdoor patio on the south side of the LVH (adjacent to the LVCC North Hall) from 8:00 a.m.–9:00 a.m. each morning of the Show, Cars & Coffee gives attendees a great place to start their day. Grab a cup of coffee and a donut, check out some cool vehicles, mingle with colleagues, then get a jumpstart on your day by visiting the newly expanded Featured Exhibitors section at the LVH.

Manufacturer’s Rep Roundtable

	The Exhibitor Appreciation Party was a big hit last year, thanks in no small part to the violin expertise of the ALIZMA (Aleksandra, Izabela and Monika) triplet violinists. This year’s party will be held Monday evening, November 4, 5:00 p.m.–6:30 p.m., “out front” at the Las Vegas Convention Center.

Building on the success of the sold-out 2012 Rep Technology Roundtable, the Manufacturers Representative Network (MRN) will again host a collection of business-critical discussions moderated by industry leaders on Sunday, November 3, from 3:30 p.m.–6:00 p.m. in the Las Vegas Hotel. Through these intimate roundtable discussions, attendees will have the opportunity to ask questions and receive practical solutions to real-world issues. Sign up now.

Exhibitor Appreciation Party

This is SEMA’s chance to say thanks to exhibitors and kick off what will be another amazing Show. The Exhibitor Appreciation Party will be held Monday evening, November 4, 5:00 p.m.–6:30 p.m., “out front” at the Las Vegas Convention Center, right in the heart of the coolest car displays at the Show. This event is open to all exhibitors and will include refreshments, entertainment and great networking—compliments of SEMA.

First-Time and Featured Exhibit Areas

The SEMA Show has outgrown even the sprawling confines of the convention center, but the Show’s organizers have expanded into the LVH. Featuring some of the industry’s newest exhibitors, the LVH displays open at 8:00 a.m.—well before the convention center Show floor opens. More exhibit space has also been added in the upper South Hall adjacent to the New Products Showcase as well as in the Sky Bridge between the Central and South Halls (where the Media Center used to be located). Find out which companies are exhibiting in each area by visiting the online floorplan.

New Products Breakfast

	The New Product Awards competition recognizes outstanding achievements in the development of products being introduced at the SEMA Show. Products are judged in 16 award categories, and the winners are announced at the New Products Awards Breakfast, with the venerable Dave McClelland (center) serving as emcee.

SEMA’s annual New Product Awards competition recognizes outstanding achievements in the development of products being introduced to the automotive specialty-equipment market at the SEMA Show. The award winners will be announced on Tuesday, November 5, 7:30 a.m.–8:45 a.m. at the New Products Awards Breakfast, which will take place in the LVH. Products are judged in 16 award categories, and each category will have one winner and two runners-up. Here's more information about entering products in the New Products Showcase.

SEMA Award

In addition, the New Products Breakfast will be the venue for the announcement of the SEMA Award honors. The SEMA Award is bestowed on vehicle models in four categories: Hottest Car, Hottest Sport Compact, Hottest Truck and Hottest 4x4-SUV. The SEMA Award winners represent the models that industry experts—the SEMA Show exhibitors—most often feature in their booths as the hottest rides for the enthusiast market. It also underscores the cooperative relationship between the automakers and SEMA-member companies.

New Products Showcase

The New Products Showcase is the number-one SEMA Show buyer and media destination, and it’s where SEMA Show exhibitors’ best product ideas come alive. This year, the New Products Showcase will be housed in the east end of the upper level of the LVCC’s South Hall. More than 2,000 manufacturers will be displaying products throughout the SEMA Show, and many will enter new or popular products in the New Product Showcase. Attendees often use the Showcase to preview the latest innovations and then create the lists of exhibitors that they will visit.

SEMA Seminars

	The SEMA Award is bestowed in four categories: Hottest Car, Hottest Sport Compact, Hottest Truck and Hottest 4x4-SUV. The winners represent the models that SEMA Show exhibitors most often feature in their booths, and they underscore the cooperative relationship between the automakers and SEMA-member companies.

The SEMA Education Institute (SEI) offers more than 50 free and several “pay-to-attend” educational events that cover everything from online marketing to customer service, management, industry trends and more. These courses are designed to provide practical tools, and they are presented by top industry experts. The courses and events are open only to registered 2013 SEMA Show attendees, exhibitors and media. Here is a complete list of the 2013 curricula.

Health-Care Reform Law Seminar

Of particular interest to SEMA-member companies is a unique offering from the SEMA government affairs staff on the Affordable Care Act (also known as “Obamacare.”) The seminar will cover what SEMA members need to know about the act, including the recent delay in implementation of the employer mandate portion of the law. It is critical that all SEMA-member companies understand the law and plan accordingly. The presentation will include details on the employer and individual mandates, tax credits available to small businesses and the insurance exchanges being created to assist smaller companies and individuals in shopping for affordable coverage. The session will be held Monday, November 4, at 11:00 a.m. in the upper North Hall, room N253.

SEMA Data Co-op Education Sessions

The staff of the SEMA Data Co-op (SDC) will also offer an exclusive series of free seminars that will provide information and education about product data management. Topics will include introductions to the ACES and PIES standards, advanced ACES and PIES sessions, SDC supplier and receiver user groups and an introductory session on the SDC that will include a demonstration of the co-op’s online data management solution. The sessions will be held on Monday, November 4. Click on the SEMA Data Co-op link for complete details.

SEMA Vehicle Technology Center and Theater

The SEMA Vehicle Technology Center (VTC) and Technology Briefing Seminar (TBS) program are designed to connect members to the benefits of vehicle technology and performance product development solutions, resources and partnerships. The VTC will once again be located in the LVCC Grand Lobby and includes a wide range of high-profile speakers who will address vehicle and system technologies, mobile youth and lifestyle trends and performance branding. Visit here for a complete schedule of VTC keynotes and briefing sessions.

Red Kap Apparel

	The New Products Showcase is the number-one SEMA Show destination for buyers and media. The Showcase will be housed this year in the east end of the upper level of the Las Vegas Convention Center’s South Hall. Attendees often use the Showcase to preview the latest innovations and then create the lists of exhibitors that they will visit.

Red Kap manufactures work clothing for men and women, and 2013 will mark the company’s third appearance at the SEMA Show. This year, Red Kap will also be the primary apparel supplier for the SEMA Gear Store, which will have several LVCC outlets. The company has also become the official uniform supplier for the SEMA Show, so exhibitors may order custom Red Kap uniforms through the online Exhibitor Services Manual. And look for SEMA Show staff to be sporting high-quality Red Kap apparel throughout Show week.

UPS Parts Hauler

UPS has created a “Ride Your Hauler to SEMA” contest as a way of highlighting the creative talent at work in the industry. “As a company devoted to finding new and exciting solutions for our customers, we admire the passion and innovation that specialty aftermarket businesses put into their products and services,” said Kristin DeBates of the UPS Automotive Marketing group. “We hope SEMA members will have as much fun with the contest as we’ve had putting it together.” The winner will be awarded a prime display spot at the SEMA Show. Entries were judged on functionality, innovation and aesthetics. The winner will be announced October 4, 2013.

Toyo Tires Treadpass

During the 2013 SEMA Show, attendees will walk through Toyo Tires Treadpass, an all-new, ultra-modern passage connecting the Central and South Halls of the LVCC. The Toyo Tires Treadpass will feature an array of customized cars, trucks and big rigs. It will also offer convenient charging stations for portable devices as well as a relaxing seating area to give tired feet a break. Tire displays equipped with Toyo Tires iPad apps will be located throughout the area, providing a closer look at the technology, features and benefits of Toyo Tires. As a special bonus to the Treadpass experience, an off-road racing demonstration will take place on Wednesday, November 6, between 4:30 p.m.–6:00 p.m. at the adjoining outdoor motorsports area (GM Proving Ground). Several of Team Toyo’s top drivers will be on hand to provide an exciting exhibition as well as sign autographs and take photos.

Speed Networking Breakfast—Powered by the SBN

The annual Speed Networking Breakfast, sponsored by the SEMA Businesswomen’s Network (SBN) is open to all SEMA members and is the fastest and easiest way to meet peers, prospects and vendor associates. Don’t miss this opportunity to meet movers and shakers in short, three-minute intervals—but hurry: The breakfast has sold out each of the last five years, and attendance is limited to just 250 people. The breakfast will be held Thursday, November 7, from 7:15 a.m.–9:00 a.m. in the LVH. Tickets are $35 for SEMA members, $45 nonmembers, until October 18; after, prices increase to $49 members, $69 non-members. Visit here for details.

SBN 20th Anniversary: Celebrating Past, Present and Future

The SBN also is celebrating 20 years of advancing women in the aftermarket with a reception on Wednesday, November 6, from 6:00 p.m.–8:00 p.m. in the LVH Oasis Lounge. The event is free, and the evening highlight will be the presentation of the Athena Awards. The Athena Award winners are chosen through a peer nomination and selection process. This year’s awards will include the SBN Champion, Mentor of the Year, Woman of the Year, Legacies Ladies and Rising Star. To join the celebration, register here.

Ford Out Front

	The Ford Out Front experience will again showcase Ford high-performance drivers, such as Vaughn Gittin Jr., performing drifting, gymkhana and freestyle demonstrations in Ford high-performance products. Be there for driving demonstrations by drifting masters.

Ford will again feature star drivers and racing vehicles in the Ford Out Front exhibition just outside the halls of the LVCC. The Ford Out Front experience will showcase talented Ford drivers performing drifting, gymkhana and freestyle demonstrations in Ford high-performance products. In 2012, Ford brought drivers Vaughn Gittin Jr., Justin Pawlak, Ken Block, Tanner Foust and Brian Deegan to the SEMA Show, and the program is slated to be just as exciting for 2013. Be there for driving demonstrations by drifting masters.

SEMA Launch Pad Presented By YEN

SEMA’s Young Executives Network (YEN) celebrates the next generation of entrepreneurs with its inaugural Launch Pad competition. This competition offers innovators, inventors and entrepreneurs under the age of 40 an industry platform to showcase their business plans for marketing new automotive products or services. Five finalists will pitch their business plans to industry leaders in a live event on stage at the 2013 SEMA Show, and the judges will select and award the winning YEN executive with a prize package designed to help take his or her business to the next level. The finals will be held Thursday, November 7, 9:00 a.m.–10:30 a.m. at the Vehicle Technology Center in the Grand Lobby of the LVCC.

Café SEMA: In the Know With a Cup of Joe!

Café SEMA is not a classroom lecture; it’s a one-hour conversation between business pros who provide expert advice about how to help an organization take the next step. Topics for this year’s Café SEMA will include effective female leadership in a male-dominated environment, social media, websites and product development. It’s a great opportunity to get a lot of information in a very short time. The event will be held Friday, November 8, 9:00 a.m.–10:00 a.m. in the LVCC Members Lounge. Visit www.sema.org/cafesema for details and to order tickets.

SEMA Garage

	The SEMA Garage–Industry Innovations Center, where manufacturers have access to full emissions-testing EO certification lab and dyno services, is now open.

The SEMA Garage–Industry Innovations Center is now open to provide manufacturers with access to a full emissions-testing EO certification lab and dyno services. Located adjacent to SEMA’s Diamond Bar, California, headquarters, the 15,000-sq.-ft. facility includes a full mechanic’s garage and tech center with a full dyno lab that uses highly technical and sophisticated equipment to measure emissions output at a level consistent with the Air Resources Board requirements for EO certification. SEMA Garage will host member consultations at this year’s SEMA Show in booth #50000 on the North end of the bridge connector between Central and South Halls and will also feature a Faro Arm measuring device and a 3D printer as well as other tools and equipment.

GM at the SEMA Show

General Motors will once again play a substantial roll in the SEMA Show. Its multi-venue extravaganza will include a repeat of the Chevy Drive in the open area between the Central and South Halls, where attendees can hitch a ride. All that plus one of the largest exhibition spaces in the LVCC that will be filled with newly completed project cars and the hottest GM products.

Omix-ADA Success Center

The Off-Road Success Center, presented by Omix-ADA/Rugged Ridge, returns again for the 2013 SEMA Show and will be featured in the upper South Hall lobby. The Omix-ADA Off-Road Success Center serves as a special networking and hospitality display for the Jeep and off-road community. This year, the Off-Road Success Center will feature a live build, a sample of the Jeep Collection owned by Al Azadi, including some extremely rare early prototype Jeeps, and celebrity guest R. Lee Emrey (also known as “The Gunny”), who will sign autographs on Tuesday through Thursday of the SEMA Show.

Toyota Dream Build Challenge

Among the many vehicles featured in the Toyota Motor Sales booth (#24801 in Central Hall) at the 2013 SEMA Show, the company will feature four custom vehicles that are the fruits of the Dream Build Challenge. This contest pits individual builders against one another to see who can create the most popular feature vehicle. The public will vote on the four projects leading up to the Show, and the winning vehicle, as well as the other three contenders, will debut in the Toyota booth.

Booth and Feature Vehicles

Booth and feature vehicles are the highlight of the SEMA Show for many attendees, and for 2013, the top feature vehicles are being placed in prime locations. The program enables exhibitors to showcase their company’s products on vehicles throughout the Show floor and grounds, and booth vehicles help drive more buyer traffic to exhibitor booths. Keep an eye out for next month’s issue of SEMA News, where we’ll preview many of the cars and trucks you’ll see live in November.

DUB Show Tour

Each year at the SEMA Show, the DUB Show Tour features dozens of custom cars, trucks, exotics and motorcycles. DUB also showcases the newest wheels, auto accessories, apparel and video games and dozens of vendor booths, and there is always an array of artists and entertainers showing up. Stop by the DUB display outside the South Hall. You never know who you’ll see!

Discovery Channel Studio

The “All Girls Garage” team—Jessi Combs, Bogi and Cristy Lee—will take turns wrenching on a Fiat 500 with Lou Santiago and Jared Zimmerman from “Car Fix” in the Discovery Channel Studio at booth #35001 in the upper South Hall. They’ll engage in a friendly rivalry to see who can really wow the crowd. Jessi Combs will also speak at the New Products Breakfast, where she’ll share a personal story about overcoming adversity. Be on the lookout as well for the “Velocity” crew as it collects footage for upcoming productions with some well-known hosts.

Hot Rodders of Tomorrow

	High school teams from across the country will once again compete against the clock and each other in tearing down and rebuilding identical high-performance 350ci Chevrolet small-block powerplants fitted with top performance parts during the Hot Rodders of Tomorrow Engine Challenge.

High school teams from across the country will once again prove their engine-building prowess during timed competitions outside at the front of the Central Hall, where they’ll tear down and rebuild identical high-performance 350ci Chevrolet small-block engines fitted with top performance parts. The teams with the fastest times and fewest penalty points will advance to the final rounds, which will be held December 12–14 at the Performance Racing Industry (PRI) Show in Indianapolis.

Car Crazy Studio

Now a staple at the SEMA Show, The Car Crazy Studio features host Barry Meguiar interviewing industry legends and celebrities on an elevated stage on the outside plaza in front of the LVCC. The interviews are broadcast on screens throughout the convention center and have featured such NASCAR luminaries as Jack Roush and Robby Gordon and industry captains such as Pete Chapouris, George Barris and Myles Kovacs. Keep your eyes on the screens or catch the action in person.

SEMA Show Industry Awards Banquet

The SEMA Show Industry Awards Banquet is the annual celebration of the specialty-equipment industry. It also provides the backdrop for the presentation of industry awards, including the SEMA Person of the Year, SEMA WD of the Year and SEMA Manufacturers’ Rep Agency of the Year. As usual, the entertainment will be stellar. Watch SEMA eNews for an exciting announcement regarding the headlining act. In addition, the 2013 SEMA Hall of Fame inductees—George Barris, Eric Grant, Wade Kawasaki and Joe Schubeck—will be honored for their industry contributions. The evening banquet will be held Thursday, November 7.

SEMA Cruise at Show Close

The capper for the 2013 SEMA Show will be the now-annual SEMA Cruise. As the booths are dismantled and the products are packaged for shipment home, the booth and feature vehicles depart the convention center. This parade of rolling art became an official part of the Show two years ago and is now one of the most-anticipated aspects of the annual gathering by the local populace.

The cruise begins when the Show ends at 4:00 p.m. on Friday. The festivities include awards, giveaways, entertainment and seating for the crowd—expanded this year with additional bleachers. The parade culminates in a car show that will be housed in the Gold Lot across from the convention center. It’s a great way to celebrate a fantastic week of innovation and invention.