Half a decade ago the SEMA Show was less than a blip on the collision repair industry's radar. Those days are long gone as the Show continues to solidify its standing as the premier event for the industry, with filled aisles, packed booths, a burgeoning number of collision-repair-related industries on the Show floor, and an infectious energy that collision repairers just can't seem to resist.

"From our vantage point in the booth, you can't help but notice the enthusiasm of the collision repair customers walking the aisles," said Brian Shenk, director of marketing services for Sherman-Williams Automotive Finishes. "I thinks it's because the Show is infused with the colorful, cool fun of the custom car segment, which carries over to collision repair participants. Two years ago we moved our booth to the North Hall, home to the collision repair section, and we haven't looked back since. Having a presence here has really paid off, and our custom paint group is totally on board, as well."

The SEMA Show is attracting increasing numbers of collision repairers and exhibitors for a variety of practical reasons, too. At the top of the list is the search for alternative revenue streams, as more and more collision repairers understand the need to think out of the box when considering products and services that can increase their bottom line. At the Show, they get exposure to these kinds of options, like customization and specialty paint work that often can be accomplished with a collision repairer's existing tools. Vendors of products and services that align with a repairer's core work, such as those related to mechanical repair, are also well represented at the SEMA Show.

"Repairers that keep their eyes open to opportunity can walk the aisles of the Show and get any number of ideas to diversify their businesses," said Frank Terlep, owner of Summit Software Solutions Inc. "Reduced claims and increased consolidation are dictating that repairers refine their business model; this is the place to get inspired to do it. Just this afternoon I saw a vendor selling aftermarket collision avoidance systems, and another selling backup cameras. These products are ideal complements to the services repairers already provide."

Jonathan Barrick, marketing manager for Global Finishing Solutions, has similar feelings. "Basically collision repair owners and managers can come to this Show and find everything they need to improve their business," he stated. "This includes the quality educational material that SCRS provides and promotes through Repairer Driven Education (RDE). Our company likes being here because the attendees seem so open to learning about new products. That makes the SEMA Show the perfect place to illustrate what our company is all about. It's a venue that allows us to show our personality and make a good brand impression. We've increased our booth space every year."

The benefits of expanded markets resonate throughout the exhibitor side, as well. "Our company has been coming to this Show for many years," noted PPG Senior Manager Business Solutions/Industry Relations Domenic Brusco, "primarily as a well-received provider of custom finishes for hot rods, motorcycles and other specialty vehicles. The traction that is growing in the collision repair section—which I think can be attributed in part to the work SCRS has done to build the industry's identity at the Show—is great for us because it also gives us the opportunity to connect with our collision refinish business customers. It's a nice synergy."

SEMA also exhibits a set of intangibles that adds to its allure. "The Show brings together everyone that is an auto enthusiast, which makes it unique," said Jeff Kern, president of Car-O-Liner, another company that has increased its booth size every year and was one of the first collision repair vendors to host a booth on the SEMA Show floor. "Attendees get a sense of 'we are all in this together' and feel a part of a greater automotive-related whole, perhaps, they never would have gotten to experience otherwise."

SCRS Board Member Kye Yeung likewise sees benefit in the distinctive nature of the Show. "Because the SEMA Show includes all auto-related businesses, it provides a kind of neutral background which, for some reason, seems to encourage networking between shop owners," he said. "I guess you could say it takes us out of the day-to-day mindset we fall into as we are grinding away in the trenches, so we can look at our competitors more objectively and appreciate what they have to offer."

Top-notch education of the type SCRS provides through RDE is yet another reason repairers find the Show compelling—explaining why so many collision repair vendors have stepped up to support the program. Simply put, RDE attracts collision repair professionals to the North Hall, placing exhibitors in close proximity to the prospects that can best benefit from what they have to offer.

Conversely, the SEMA Show has proven to be the perfect venue for education of RDE's ambitious scope. "It works both ways," explained SCRS Executive Director Aaron Schulenburg. "The energy this Show generates carries over to how people perceive our curriculum, to which or healthy enrollment numbers will attest. And it's satisfying—and frankly humbling—to hear the success of RDE translates into success for collision repair exhibitors, including RDE's sponsors that provided significant financial support for the program. We extend our deepest thanks to the sponsoring companies, who by their actions demonstrate their understanding of the need for quality education. The SEMA Show is on the rise, no question."

Half a decade ago the SEMA Show was less than a blip on the collision repair industry's radar. Those days are long gone as the Show continues to solidify its standing as the premier event for the industry, with filled aisles, packed booths, a burgeoning number of collision-repair-related industries on the Show floor, and an infectious energy that collision repairers just can't seem to resist.

"From our vantage point in the booth, you can't help but notice the enthusiasm of the collision repair customers walking the aisles," said Brian Shenk, director of marketing services for Sherman-Williams Automotive Finishes. "I thinks it's because the Show is infused with the colorful, cool fun of the custom car segment, which carries over to collision repair participants. Two years ago we moved our booth to the North Hall, home to the collision repair section, and we haven't looked back since. Having a presence here has really paid off, and our custom paint group is totally on board, as well."

The SEMA Show is attracting increasing numbers of collision repairers and exhibitors for a variety of practical reasons, too. At the top of the list is the search for alternative revenue streams, as more and more collision repairers understand the need to think out of the box when considering products and services that can increase their bottom line. At the Show, they get exposure to these kinds of options, like customization and specialty paint work that often can be accomplished with a collision repairer's existing tools. Vendors of products and services that align with a repairer's core work, such as those related to mechanical repair, are also well represented at the SEMA Show.

"Repairers that keep their eyes open to opportunity can walk the aisles of the Show and get any number of ideas to diversify their businesses," said Frank Terlep, owner of Summit Software Solutions Inc. "Reduced claims and increased consolidation are dictating that repairers refine their business model; this is the place to get inspired to do it. Just this afternoon I saw a vendor selling aftermarket collision avoidance systems, and another selling backup cameras. These products are ideal complements to the services repairers already provide."

Jonathan Barrick, marketing manager for Global Finishing Solutions, has similar feelings. "Basically collision repair owners and managers can come to this Show and find everything they need to improve their business," he stated. "This includes the quality educational material that SCRS provides and promotes through Repairer Driven Education (RDE). Our company likes being here because the attendees seem so open to learning about new products. That makes the SEMA Show the perfect place to illustrate what our company is all about. It's a venue that allows us to show our personality and make a good brand impression. We've increased our booth space every year."

The benefits of expanded markets resonate throughout the exhibitor side, as well. "Our company has been coming to this Show for many years," noted PPG Senior Manager Business Solutions/Industry Relations Domenic Brusco, "primarily as a well-received provider of custom finishes for hot rods, motorcycles and other specialty vehicles. The traction that is growing in the collision repair section—which I think can be attributed in part to the work SCRS has done to build the industry's identity at the Show—is great for us because it also gives us the opportunity to connect with our collision refinish business customers. It's a nice synergy."

SEMA also exhibits a set of intangibles that adds to its allure. "The Show brings together everyone that is an auto enthusiast, which makes it unique," said Jeff Kern, president of Car-O-Liner, another company that has increased its booth size every year and was one of the first collision repair vendors to host a booth on the SEMA Show floor. "Attendees get a sense of 'we are all in this together' and feel a part of a greater automotive-related whole, perhaps, they never would have gotten to experience otherwise."

SCRS Board Member Kye Yeung likewise sees benefit in the distinctive nature of the Show. "Because the SEMA Show includes all auto-related businesses, it provides a kind of neutral background which, for some reason, seems to encourage networking between shop owners," he said. "I guess you could say it takes us out of the day-to-day mindset we fall into as we are grinding away in the trenches, so we can look at our competitors more objectively and appreciate what they have to offer."

Top-notch education of the type SCRS provides through RDE is yet another reason repairers find the Show compelling—explaining why so many collision repair vendors have stepped up to support the program. Simply put, RDE attracts collision repair professionals to the North Hall, placing exhibitors in close proximity to the prospects that can best benefit from what they have to offer.

Conversely, the SEMA Show has proven to be the perfect venue for education of RDE's ambitious scope. "It works both ways," explained SCRS Executive Director Aaron Schulenburg. "The energy this Show generates carries over to how people perceive our curriculum, to which or healthy enrollment numbers will attest. And it's satisfying—and frankly humbling—to hear the success of RDE translates into success for collision repair exhibitors, including RDE's sponsors that provided significant financial support for the program. We extend our deepest thanks to the sponsoring companies, who by their actions demonstrate their understanding of the need for quality education. The SEMA Show is on the rise, no question."

Half a decade ago the SEMA Show was less than a blip on the collision repair industry's radar. Those days are long gone as the Show continues to solidify its standing as the premier event for the industry, with filled aisles, packed booths, a burgeoning number of collision-repair-related industries on the Show floor, and an infectious energy that collision repairers just can't seem to resist.

"From our vantage point in the booth, you can't help but notice the enthusiasm of the collision repair customers walking the aisles," said Brian Shenk, director of marketing services for Sherman-Williams Automotive Finishes. "I thinks it's because the Show is infused with the colorful, cool fun of the custom car segment, which carries over to collision repair participants. Two years ago we moved our booth to the North Hall, home to the collision repair section, and we haven't looked back since. Having a presence here has really paid off, and our custom paint group is totally on board, as well."

The SEMA Show is attracting increasing numbers of collision repairers and exhibitors for a variety of practical reasons, too. At the top of the list is the search for alternative revenue streams, as more and more collision repairers understand the need to think out of the box when considering products and services that can increase their bottom line. At the Show, they get exposure to these kinds of options, like customization and specialty paint work that often can be accomplished with a collision repairer's existing tools. Vendors of products and services that align with a repairer's core work, such as those related to mechanical repair, are also well represented at the SEMA Show.

"Repairers that keep their eyes open to opportunity can walk the aisles of the Show and get any number of ideas to diversify their businesses," said Frank Terlep, owner of Summit Software Solutions Inc. "Reduced claims and increased consolidation are dictating that repairers refine their business model; this is the place to get inspired to do it. Just this afternoon I saw a vendor selling aftermarket collision avoidance systems, and another selling backup cameras. These products are ideal complements to the services repairers already provide."

Jonathan Barrick, marketing manager for Global Finishing Solutions, has similar feelings. "Basically collision repair owners and managers can come to this Show and find everything they need to improve their business," he stated. "This includes the quality educational material that SCRS provides and promotes through Repairer Driven Education (RDE). Our company likes being here because the attendees seem so open to learning about new products. That makes the SEMA Show the perfect place to illustrate what our company is all about. It's a venue that allows us to show our personality and make a good brand impression. We've increased our booth space every year."

The benefits of expanded markets resonate throughout the exhibitor side, as well. "Our company has been coming to this Show for many years," noted PPG Senior Manager Business Solutions/Industry Relations Domenic Brusco, "primarily as a well-received provider of custom finishes for hot rods, motorcycles and other specialty vehicles. The traction that is growing in the collision repair section—which I think can be attributed in part to the work SCRS has done to build the industry's identity at the Show—is great for us because it also gives us the opportunity to connect with our collision refinish business customers. It's a nice synergy."

SEMA also exhibits a set of intangibles that adds to its allure. "The Show brings together everyone that is an auto enthusiast, which makes it unique," said Jeff Kern, president of Car-O-Liner, another company that has increased its booth size every year and was one of the first collision repair vendors to host a booth on the SEMA Show floor. "Attendees get a sense of 'we are all in this together' and feel a part of a greater automotive-related whole, perhaps, they never would have gotten to experience otherwise."

SCRS Board Member Kye Yeung likewise sees benefit in the distinctive nature of the Show. "Because the SEMA Show includes all auto-related businesses, it provides a kind of neutral background which, for some reason, seems to encourage networking between shop owners," he said. "I guess you could say it takes us out of the day-to-day mindset we fall into as we are grinding away in the trenches, so we can look at our competitors more objectively and appreciate what they have to offer."

Top-notch education of the type SCRS provides through RDE is yet another reason repairers find the Show compelling—explaining why so many collision repair vendors have stepped up to support the program. Simply put, RDE attracts collision repair professionals to the North Hall, placing exhibitors in close proximity to the prospects that can best benefit from what they have to offer.

Conversely, the SEMA Show has proven to be the perfect venue for education of RDE's ambitious scope. "It works both ways," explained SCRS Executive Director Aaron Schulenburg. "The energy this Show generates carries over to how people perceive our curriculum, to which or healthy enrollment numbers will attest. And it's satisfying—and frankly humbling—to hear the success of RDE translates into success for collision repair exhibitors, including RDE's sponsors that provided significant financial support for the program. We extend our deepest thanks to the sponsoring companies, who by their actions demonstrate their understanding of the need for quality education. The SEMA Show is on the rise, no question."

	John Force will join Dave Despain on a live version the popular "Wind Tunnel TV" program during the Grand Opening Breakfast at the PRI Trade Show.

Fifteen-time NHRA Full Throttle Funny Car Champion John Force will take center stage at this year’s Performance Racing Industry (PRI) Trade Show, joining Dave Despain on a live version of his popular "Wind Tunnel TV" program during the Grand Opening Breakfast. The racing legend is looking forward to getting back to "the three biggest business days in racing" for a variety of reasons.

“I am really looking forward to spending the morning with Dave Despain because that is an experience,” said Force, driver of the Castrol GTX High Mileage Ford Mustang. “Part of the reason you go to PRI is to look for new sponsorship. You also look for programs there and product deals, and that is what it is all about. There are big companies and little companies there. It is also just fun to be there with the racers. It is business but still fun.”

Force’s appearance is just a small part of drag-racing’s presence at the performance trade show. From Top Fuel to sportsman, and from small-town America to the growing drag-racing market around the world, PRI inevitably seems to have something for everyone.

Renowned Pro Stock engine builder Jon Kaase is just one of the many industry people who not only attends the show, but also has become a regular at the Advanced Engineering Technology Conference (AETC)—one of the events that takes place during Race Industry Week leading up to the show.

“I’ve learned about valve springs, spark plugs, basically, for every AETC presenter there are two or three things that stand out, “said Kaase. “It’s nice to be able to exchange ideas with not only the presenters, but also other engine builders. Some of the best stuff you get is at lunch, just sitting down and networking. Nothing beats face-to-face interaction with your suppliers.”

Of course, Kaase also admits that he loves to go to Machinery Row at the PRI Trade Show "and lust after all that stuff."

In addition to numerous drag racing-related businesses, it’s not uncommon to see a Morgan Lucas, Tim Wilkerson or even a Don “Big Daddy” Garlits making the rounds.

“I go to the PRI Trade Show every year,” said Wilkerson—a 2012 winner in the NHRA Funny Car ranks. “I’m there to learn anything new that’s happening in the industry, to meet with my vendors, as well as some of my sponsors, and just to see people that I know. The new products are more interesting to me than anything. I also like to walk around and see what the other racing series do as well and check out some of the technology they use.”

And, in turn, the show has proven to be invaluable for those marketing the latest technology.

“We see a lot of our customers there,” said Carl Schultz of Five-Star Race Bodies. “It presents some real good opportunities. We do drag-racing bodies, oval track racing, pavement and dirt and road-race bodies. We get a lot of drag-racing traffic, but all four of our lines get busy. There are so many racers here that putting a race car in your booth is like putting a pretty girl in your booth.”

And just as important as the actual buying and selling on the show floor is having a presence among your clients with whom you may get to interact personally only once a year.

“It’s important that NHRA is at PRI to represent the drag-racing industry,” said Jeff Morton, NHRA's director of advertising sales. “PRI has all forms of motorsports, but drag racing is a large part of it. Drag racers everywhere want to go fast, and the PRI show is the biggest trade show in the world for them and they go there to buy.”

The 25th Annual PRI Trade Show will run November 29–December 1 in Orlando. It is expected to attract 38,000 racing professionals from 70 different countries to see the latest product lines from more than 1,000 manufacturers of racing and high-performance automotive components, as well as precision machining equipment.

	John Force will join Dave Despain on a live version the popular "Wind Tunnel TV" program during the Grand Opening Breakfast at the PRI Trade Show.

Fifteen-time NHRA Full Throttle Funny Car Champion John Force will take center stage at this year’s Performance Racing Industry (PRI) Trade Show, joining Dave Despain on a live version of his popular "Wind Tunnel TV" program during the Grand Opening Breakfast. The racing legend is looking forward to getting back to "the three biggest business days in racing" for a variety of reasons.

“I am really looking forward to spending the morning with Dave Despain because that is an experience,” said Force, driver of the Castrol GTX High Mileage Ford Mustang. “Part of the reason you go to PRI is to look for new sponsorship. You also look for programs there and product deals, and that is what it is all about. There are big companies and little companies there. It is also just fun to be there with the racers. It is business but still fun.”

Force’s appearance is just a small part of drag-racing’s presence at the performance trade show. From Top Fuel to sportsman, and from small-town America to the growing drag-racing market around the world, PRI inevitably seems to have something for everyone.

Renowned Pro Stock engine builder Jon Kaase is just one of the many industry people who not only attends the show, but also has become a regular at the Advanced Engineering Technology Conference (AETC)—one of the events that takes place during Race Industry Week leading up to the show.

“I’ve learned about valve springs, spark plugs, basically, for every AETC presenter there are two or three things that stand out, “said Kaase. “It’s nice to be able to exchange ideas with not only the presenters, but also other engine builders. Some of the best stuff you get is at lunch, just sitting down and networking. Nothing beats face-to-face interaction with your suppliers.”

Of course, Kaase also admits that he loves to go to Machinery Row at the PRI Trade Show "and lust after all that stuff."

In addition to numerous drag racing-related businesses, it’s not uncommon to see a Morgan Lucas, Tim Wilkerson or even a Don “Big Daddy” Garlits making the rounds.

“I go to the PRI Trade Show every year,” said Wilkerson—a 2012 winner in the NHRA Funny Car ranks. “I’m there to learn anything new that’s happening in the industry, to meet with my vendors, as well as some of my sponsors, and just to see people that I know. The new products are more interesting to me than anything. I also like to walk around and see what the other racing series do as well and check out some of the technology they use.”

And, in turn, the show has proven to be invaluable for those marketing the latest technology.

“We see a lot of our customers there,” said Carl Schultz of Five-Star Race Bodies. “It presents some real good opportunities. We do drag-racing bodies, oval track racing, pavement and dirt and road-race bodies. We get a lot of drag-racing traffic, but all four of our lines get busy. There are so many racers here that putting a race car in your booth is like putting a pretty girl in your booth.”

And just as important as the actual buying and selling on the show floor is having a presence among your clients with whom you may get to interact personally only once a year.

“It’s important that NHRA is at PRI to represent the drag-racing industry,” said Jeff Morton, NHRA's director of advertising sales. “PRI has all forms of motorsports, but drag racing is a large part of it. Drag racers everywhere want to go fast, and the PRI show is the biggest trade show in the world for them and they go there to buy.”

The 25th Annual PRI Trade Show will run November 29–December 1 in Orlando. It is expected to attract 38,000 racing professionals from 70 different countries to see the latest product lines from more than 1,000 manufacturers of racing and high-performance automotive components, as well as precision machining equipment.

	John Force will join Dave Despain on a live version the popular "Wind Tunnel TV" program during the Grand Opening Breakfast at the PRI Trade Show.

Fifteen-time NHRA Full Throttle Funny Car Champion John Force will take center stage at this year’s Performance Racing Industry (PRI) Trade Show, joining Dave Despain on a live version of his popular "Wind Tunnel TV" program during the Grand Opening Breakfast. The racing legend is looking forward to getting back to "the three biggest business days in racing" for a variety of reasons.

“I am really looking forward to spending the morning with Dave Despain because that is an experience,” said Force, driver of the Castrol GTX High Mileage Ford Mustang. “Part of the reason you go to PRI is to look for new sponsorship. You also look for programs there and product deals, and that is what it is all about. There are big companies and little companies there. It is also just fun to be there with the racers. It is business but still fun.”

Force’s appearance is just a small part of drag-racing’s presence at the performance trade show. From Top Fuel to sportsman, and from small-town America to the growing drag-racing market around the world, PRI inevitably seems to have something for everyone.

Renowned Pro Stock engine builder Jon Kaase is just one of the many industry people who not only attends the show, but also has become a regular at the Advanced Engineering Technology Conference (AETC)—one of the events that takes place during Race Industry Week leading up to the show.

“I’ve learned about valve springs, spark plugs, basically, for every AETC presenter there are two or three things that stand out, “said Kaase. “It’s nice to be able to exchange ideas with not only the presenters, but also other engine builders. Some of the best stuff you get is at lunch, just sitting down and networking. Nothing beats face-to-face interaction with your suppliers.”

Of course, Kaase also admits that he loves to go to Machinery Row at the PRI Trade Show "and lust after all that stuff."

In addition to numerous drag racing-related businesses, it’s not uncommon to see a Morgan Lucas, Tim Wilkerson or even a Don “Big Daddy” Garlits making the rounds.

“I go to the PRI Trade Show every year,” said Wilkerson—a 2012 winner in the NHRA Funny Car ranks. “I’m there to learn anything new that’s happening in the industry, to meet with my vendors, as well as some of my sponsors, and just to see people that I know. The new products are more interesting to me than anything. I also like to walk around and see what the other racing series do as well and check out some of the technology they use.”

And, in turn, the show has proven to be invaluable for those marketing the latest technology.

“We see a lot of our customers there,” said Carl Schultz of Five-Star Race Bodies. “It presents some real good opportunities. We do drag-racing bodies, oval track racing, pavement and dirt and road-race bodies. We get a lot of drag-racing traffic, but all four of our lines get busy. There are so many racers here that putting a race car in your booth is like putting a pretty girl in your booth.”

And just as important as the actual buying and selling on the show floor is having a presence among your clients with whom you may get to interact personally only once a year.

“It’s important that NHRA is at PRI to represent the drag-racing industry,” said Jeff Morton, NHRA's director of advertising sales. “PRI has all forms of motorsports, but drag racing is a large part of it. Drag racers everywhere want to go fast, and the PRI show is the biggest trade show in the world for them and they go there to buy.”

The 25th Annual PRI Trade Show will run November 29–December 1 in Orlando. It is expected to attract 38,000 racing professionals from 70 different countries to see the latest product lines from more than 1,000 manufacturers of racing and high-performance automotive components, as well as precision machining equipment.

SEMA News—November 2012

BUSINESS TECHNOLOGY
By Jon Wyly

Sales Growth and the “Invisibility Factor”

Why Your Product Data Matters

If you are a supplier in the $30 billion automotive specialty-equipment market, it is important to have a complete understanding of why standardized, well-distributed product data is critical to business growth. The bottom line is to sell more parts, right? Well, in this age of instant information and aggressive competition, it’s going to take more than “the way we’ve always done it” to succeed. Consumers are becoming more and more accustomed to having information at their fingertips, and the competition for their money is tougher than ever before with the myriad choices available.

According to a recent SEMA consumer study (May 2012), 53.3% of consumers today use Internet searches to research product information. This outpaces the second most popular source of information, friends and relatives (33.7%), by 20 percentage points. Following at 30.4% is manufacturers’ websites and catalogs.

The ready availability of information and the convenience of the Internet are clearly huge drivers in consumer behavior these days. Think about your own personal research habits: Where do you go first for information on something you are looking to purchase, either immediately or in the future? More and more, the answer to that question is the Internet.

Now this discussion isn’t about where consumers go to buy, but rather where they go to learn about what they may end up buying. As a supplier of goods for sale, you want to be visible throughout the research process so that consumers begin to develop an awareness and comfort level with your offerings.

	For more information about how the SEMA Data Cooperative can help you create, manage, store and distribute your product data in the most efficient and cost-effective way ever, call 888-958-6698 or send an e-mail to jimg@SEMAdatacoop.org.

Too often, we still believe the old-school “everyone knows my brand” position. Well, they don’t. And unless you want to confine your sales to a limited group of loyal brand followers—which there are fewer of every day—then you need to ensure that your products are represented broadly, accurately and consistently where people are looking for information! Invisibility may be a cool super-hero power to have, but it’s not where you want to be on an Internet search.

So how do you become visible? And what does this have to do with standardized product data?

It’s a lot about subtle details that produce the results we are looking for. As most of us know, the average Internet Google search is made up of selected keywords representing what the user is looking for. Some searchers type in very generic terms, such as “side tubes,” or maybe add a brand qualifier, such as “Westin side tubes.” However, as Internet users become more demanding, they are including more specific criteria in their searches as well, creating what are called “long tail” search terms. An example might be “chrome side tubes for 2008 Chevy Silverado Crew Cab.”

They are obviously looking for something very specific, and they want to get straight to it. If your product data doesn’t include fitment information, finish, bed-length qualifiers and more, you are invisible to the search we just described.

Being invisible on Google searches is bad enough, but being invisible on product searches conducted on e-commerce websites will really cost you sales. Most sites today are using pretty sophisticated year/make/model (YMM) lookups and offer the ability to filter search results based on product features or “qualifiers.” Even on products that are universal and don’t require YMM information, it is critical to have enough detailed product data for consumers to be able to drill down to what they are looking for and to see a complete, confidence-inspiring product detail page that has enough good information for them to make a buying decision.

By getting your product data together in the industry Product Information Exchange Standards (PIES) and Aftermarket Catalog Enhanced Standard (ACES) and stored in the SEMA repository, you not only take control of this very important asset but also guarantee consistent availability of the data required to ensure your visibility to information-hungry customers.

SEMA News—November 2012

BUSINESS TECHNOLOGY
By Jon Wyly

Sales Growth and the “Invisibility Factor”

Why Your Product Data Matters

If you are a supplier in the $30 billion automotive specialty-equipment market, it is important to have a complete understanding of why standardized, well-distributed product data is critical to business growth. The bottom line is to sell more parts, right? Well, in this age of instant information and aggressive competition, it’s going to take more than “the way we’ve always done it” to succeed. Consumers are becoming more and more accustomed to having information at their fingertips, and the competition for their money is tougher than ever before with the myriad choices available.

According to a recent SEMA consumer study (May 2012), 53.3% of consumers today use Internet searches to research product information. This outpaces the second most popular source of information, friends and relatives (33.7%), by 20 percentage points. Following at 30.4% is manufacturers’ websites and catalogs.

The ready availability of information and the convenience of the Internet are clearly huge drivers in consumer behavior these days. Think about your own personal research habits: Where do you go first for information on something you are looking to purchase, either immediately or in the future? More and more, the answer to that question is the Internet.

Now this discussion isn’t about where consumers go to buy, but rather where they go to learn about what they may end up buying. As a supplier of goods for sale, you want to be visible throughout the research process so that consumers begin to develop an awareness and comfort level with your offerings.

	For more information about how the SEMA Data Cooperative can help you create, manage, store and distribute your product data in the most efficient and cost-effective way ever, call 888-958-6698 or send an e-mail to jimg@SEMAdatacoop.org.

Too often, we still believe the old-school “everyone knows my brand” position. Well, they don’t. And unless you want to confine your sales to a limited group of loyal brand followers—which there are fewer of every day—then you need to ensure that your products are represented broadly, accurately and consistently where people are looking for information! Invisibility may be a cool super-hero power to have, but it’s not where you want to be on an Internet search.

So how do you become visible? And what does this have to do with standardized product data?

It’s a lot about subtle details that produce the results we are looking for. As most of us know, the average Internet Google search is made up of selected keywords representing what the user is looking for. Some searchers type in very generic terms, such as “side tubes,” or maybe add a brand qualifier, such as “Westin side tubes.” However, as Internet users become more demanding, they are including more specific criteria in their searches as well, creating what are called “long tail” search terms. An example might be “chrome side tubes for 2008 Chevy Silverado Crew Cab.”

They are obviously looking for something very specific, and they want to get straight to it. If your product data doesn’t include fitment information, finish, bed-length qualifiers and more, you are invisible to the search we just described.

Being invisible on Google searches is bad enough, but being invisible on product searches conducted on e-commerce websites will really cost you sales. Most sites today are using pretty sophisticated year/make/model (YMM) lookups and offer the ability to filter search results based on product features or “qualifiers.” Even on products that are universal and don’t require YMM information, it is critical to have enough detailed product data for consumers to be able to drill down to what they are looking for and to see a complete, confidence-inspiring product detail page that has enough good information for them to make a buying decision.

By getting your product data together in the industry Product Information Exchange Standards (PIES) and Aftermarket Catalog Enhanced Standard (ACES) and stored in the SEMA repository, you not only take control of this very important asset but also guarantee consistent availability of the data required to ensure your visibility to information-hungry customers.

	During the 2012 SEMA Show, social network users continually voiced their enthusiasm not only for the Show, but also for the year ahead.

The 2012 SEMA Show was four days of the hottest products and latest trends in automotive specialty-equipment. Exhibitors and attendees agree that enthusiasm was high across the board and all signs point to bigger profits in 2013. As a testament to the building excitement in specialty-equipment, the SEMA Show was an extremely popular topic across all the major social networking hubs. Here is just a sample of some recent entries on LinkedIn, Twitter and Facebook.   

LinkedIn:

Dean Satterfield, TMI Products: "TMI Products of Corona, California, had a fantastic Show. Our new SPORT-R Interior line was very well received by dealers and media alike. Our sales and marketing team has been extremely busy following up on the qualified sales leads and dealer applications. It was the perfect launch for a strong 2013."

Robert Dipede: "As an exhibitor....I can tell you that the traffic was definitely greater than the last two years. We also witnessed a higher interest level and more international opportunities than domestic. That might be a result from our social marketing efforts, but overall we were very pleased with the Show. (SHINING MONKEY CORP.)

John Cole: "Show was a huge success for Parker Ionics. Great traffic (best in years...) and sincere interest in our products made for a BIG win. Looking forward to next year already.....

Twitter:

@DynoDrive: one more week before going to #SEMASHOW looking for new products and technology to keep us at the sharp end of tuning!

@staticap @SEMASHOW Eager to launch our product at such a prestigious event #SEMASHOW 6 DAYS TO GO. #statiCap #makeanimpression

@ESHyperflex: #SEMASHOW is a great place to help launch new products and new events such as the Scion FR-S Tuner Challenge. http://t.co/WTPViCdM

Matthew Heller, Owner of Hornblasters, Inc.: "We received great feedback from exhibiting at the SEMA Show. The seasoned and knowledgeable staff provided a smooth experience for us first-time exhibitors. We made some great connections at the show."

Beanco Inc. (first-time exhibitor) @TheMobileHome #TheMobileHome was featured on Las Vegas CBS affiliate as a #SEMASHOW stand-out product with a focus on safety! www.DriveWithSiri.com

Facebook:

RaceDeck Garage Flooring: It's been the best SEMA Show ever for us at RaceDeck - Some really exciting things now in the works as a result of this Show.

Roboreel: Just wanted to say THANK YOU to the folks at SEMA and Freeman for being the best group of people in the world to deal with at a tradeshow. Thanks so much. We cannot wait to be a part of such a fun event!

GFS - Global Finishing Solutions: The GFS/Dupont/Champion Cromax Pro Experience paint booth was a big hit! Every painting session we had was full. Great feedback from the attendees that they loved the booth, loved the paint. We're really happy to have been a part of it!

Sonny Johns: The @ShifttConfig team has been blown away by the extremely positive reception we've had from all of the Jeep JK parts manufacturers! Can't wait to get all of it finalized!

	During the 2012 SEMA Show, social network users continually voiced their enthusiasm not only for the Show, but also for the year ahead.

The 2012 SEMA Show was four days of the hottest products and latest trends in automotive specialty-equipment. Exhibitors and attendees agree that enthusiasm was high across the board and all signs point to bigger profits in 2013. As a testament to the building excitement in specialty-equipment, the SEMA Show was an extremely popular topic across all the major social networking hubs. Here is just a sample of some recent entries on LinkedIn, Twitter and Facebook.   

LinkedIn:

Dean Satterfield, TMI Products: "TMI Products of Corona, California, had a fantastic Show. Our new SPORT-R Interior line was very well received by dealers and media alike. Our sales and marketing team has been extremely busy following up on the qualified sales leads and dealer applications. It was the perfect launch for a strong 2013."

Robert Dipede: "As an exhibitor....I can tell you that the traffic was definitely greater than the last two years. We also witnessed a higher interest level and more international opportunities than domestic. That might be a result from our social marketing efforts, but overall we were very pleased with the Show. (SHINING MONKEY CORP.)

John Cole: "Show was a huge success for Parker Ionics. Great traffic (best in years...) and sincere interest in our products made for a BIG win. Looking forward to next year already.....

Twitter:

@DynoDrive: one more week before going to #SEMASHOW looking for new products and technology to keep us at the sharp end of tuning!

@staticap @SEMASHOW Eager to launch our product at such a prestigious event #SEMASHOW 6 DAYS TO GO. #statiCap #makeanimpression

@ESHyperflex: #SEMASHOW is a great place to help launch new products and new events such as the Scion FR-S Tuner Challenge. http://t.co/WTPViCdM

Matthew Heller, Owner of Hornblasters, Inc.: "We received great feedback from exhibiting at the SEMA Show. The seasoned and knowledgeable staff provided a smooth experience for us first-time exhibitors. We made some great connections at the show."

Beanco Inc. (first-time exhibitor) @TheMobileHome #TheMobileHome was featured on Las Vegas CBS affiliate as a #SEMASHOW stand-out product with a focus on safety! www.DriveWithSiri.com

Facebook:

RaceDeck Garage Flooring: It's been the best SEMA Show ever for us at RaceDeck - Some really exciting things now in the works as a result of this Show.

Roboreel: Just wanted to say THANK YOU to the folks at SEMA and Freeman for being the best group of people in the world to deal with at a tradeshow. Thanks so much. We cannot wait to be a part of such a fun event!

GFS - Global Finishing Solutions: The GFS/Dupont/Champion Cromax Pro Experience paint booth was a big hit! Every painting session we had was full. Great feedback from the attendees that they loved the booth, loved the paint. We're really happy to have been a part of it!

Sonny Johns: The @ShifttConfig team has been blown away by the extremely positive reception we've had from all of the Jeep JK parts manufacturers! Can't wait to get all of it finalized!