Following are dates and locations for several upcoming SEMA-sponsored shows, webinars and activities. Click on an item for more details.

If you’ve ever experienced buying anything via the Internet, you know that online buying is an anxiety-inducing activity. It shouldn’t come as a surprise that many people hesitate to buy online. Unfortunately, your website may also be contributing to the problem by increasing visitors’ uncertainty and doubt—leaving lots of money on the table.

There are four common ways to turn off your visitors:

This website has such poor production quality that it simply will not be taken seriously.

Unprofessional Website Design

An ugly or unprofessional design is one of the most obvious reasons your website is scaring a lot of potential customers away. “First impressions matter” may be cliché, but it holds true in the online world. In fact, appearances may even be more important on the web, where visitors form an initial impression of your website within 50 milliseconds. Yes, it only takes a snap of a finger for your visitors to decide where your website or landing page falls on the “cheesy” to “professional” continuum. This decision is instantaneous and automatic, so your website better look polished or your visitors will be gone in an eye blink.

Lack of Reassurances

Another way you could be losing customers is when your website fails to reassure visitors that they’re in a safe place. Instinct compels people to be on a fight-or-flight mode when they’re in unfamiliar or risky territory. Questions related to risk inevitably crop up while visitors are navigating your website: “Will I be spammed if I fill out a form?” “Will I be charged too much for minor repairs?” “How do I know you’re not selling me a lemon?” “Are these items authentic?” “Can I return an item if it’s broken?”

Before you can convert your visitors into paying customers, you have to quell that doubtful voice inside their heads by making policies, guarantees and other transactional assurances clear and visible.

Missing Outside Authority

Unless you’re a very popular brand or company, such as General Motors or Honda, don’t kid yourself that people know you and your brand promise. And if you’re not an established brand, chances are slim that you will be able to quickly build one. So what’s an unknown brand to do? The answer: borrow authority from established brands. This can be as simple as putting award seals or industry reviews on your landing page. If you don’t have awards yet but you’re an accredited outlet of a well-known brand, or you’ve been mentioned in the media, demonstrate authority by visibly showing this information on your website.

This website is missing reassurances, outside authority and social proof. It would be much stronger if these elements were added.

Lack of Social Proof

Last but not the least—does your website present social proof? By social proof, I mean confirmation from others that they have done business with you and they were satisfied with your products or services. Given that your visitors don’t know you and are wary of transacting with you, you should give them evidence that other people have found you worthy of their trust. Why? Because the human brain relies on shortcuts. When we’re faced with uncertainty, we look towards what others are doing (or have done) to validate our own decisions. That is the reason why the words “buy from an eBay powerseller with 500+ positive feedbacks” work so well—if hundreds of other people have bought from this seller, then it must be safe to buy from him.

Remember that the first job of any landing page, including your website, is to keep people from leaving. If you suspect your website isn’t doing its job well, then investigate where it fails in cultivating trust. Only then can you start plugging the leaks further down in your conversion funnel.

Tim Ash is the CEO of conversion rate optimization agency SiteTuners, bestselling author of Landing Page Optimization and chairperson and founder of the Conversion Conference event series. Don’t miss seeing him in person at the SEMA Online Marketing Conference, October 29, at the Las Vegas Hotel.

If you’ve ever experienced buying anything via the Internet, you know that online buying is an anxiety-inducing activity. It shouldn’t come as a surprise that many people hesitate to buy online. Unfortunately, your website may also be contributing to the problem by increasing visitors’ uncertainty and doubt—leaving lots of money on the table.

There are four common ways to turn off your visitors:

This website has such poor production quality that it simply will not be taken seriously.

Unprofessional Website Design

An ugly or unprofessional design is one of the most obvious reasons your website is scaring a lot of potential customers away. “First impressions matter” may be cliché, but it holds true in the online world. In fact, appearances may even be more important on the web, where visitors form an initial impression of your website within 50 milliseconds. Yes, it only takes a snap of a finger for your visitors to decide where your website or landing page falls on the “cheesy” to “professional” continuum. This decision is instantaneous and automatic, so your website better look polished or your visitors will be gone in an eye blink.

Lack of Reassurances

Another way you could be losing customers is when your website fails to reassure visitors that they’re in a safe place. Instinct compels people to be on a fight-or-flight mode when they’re in unfamiliar or risky territory. Questions related to risk inevitably crop up while visitors are navigating your website: “Will I be spammed if I fill out a form?” “Will I be charged too much for minor repairs?” “How do I know you’re not selling me a lemon?” “Are these items authentic?” “Can I return an item if it’s broken?”

Before you can convert your visitors into paying customers, you have to quell that doubtful voice inside their heads by making policies, guarantees and other transactional assurances clear and visible.

Missing Outside Authority

Unless you’re a very popular brand or company, such as General Motors or Honda, don’t kid yourself that people know you and your brand promise. And if you’re not an established brand, chances are slim that you will be able to quickly build one. So what’s an unknown brand to do? The answer: borrow authority from established brands. This can be as simple as putting award seals or industry reviews on your landing page. If you don’t have awards yet but you’re an accredited outlet of a well-known brand, or you’ve been mentioned in the media, demonstrate authority by visibly showing this information on your website.

This website is missing reassurances, outside authority and social proof. It would be much stronger if these elements were added.

Lack of Social Proof

Last but not the least—does your website present social proof? By social proof, I mean confirmation from others that they have done business with you and they were satisfied with your products or services. Given that your visitors don’t know you and are wary of transacting with you, you should give them evidence that other people have found you worthy of their trust. Why? Because the human brain relies on shortcuts. When we’re faced with uncertainty, we look towards what others are doing (or have done) to validate our own decisions. That is the reason why the words “buy from an eBay powerseller with 500+ positive feedbacks” work so well—if hundreds of other people have bought from this seller, then it must be safe to buy from him.

Remember that the first job of any landing page, including your website, is to keep people from leaving. If you suspect your website isn’t doing its job well, then investigate where it fails in cultivating trust. Only then can you start plugging the leaks further down in your conversion funnel.

Tim Ash is the CEO of conversion rate optimization agency SiteTuners, bestselling author of Landing Page Optimization and chairperson and founder of the Conversion Conference event series. Don’t miss seeing him in person at the SEMA Online Marketing Conference, October 29, at the Las Vegas Hotel.

With less than four weeks to go before Election Day, time is running out to secure your absentee ballot. Although Election Day falls the week after this year’s SEMA Show, make sure to obtain an absentee ballot if you will be unable to vote in person, Tuesday, November 6.

SEMA has compiled a complete list of absentee ballot application forms and helpful voter information for all 50 states. Find your state and information needed to receive your ballot today!

This year’s election is the most important in recent memory. The current political landscape holds an uncertain future for members of both parties, as control of the House of Representatives, Senate and White House are in the balance. On November 6, voters will head to the polls to elect the president of the United States, 435 members of the U.S. House, 31 U.S. senators, 12 governors and thousands of state and local leaders.

With so much at stake for our industry, the SEMA Political Action Committee (SEMA PAC) encourages you to exercise your civic duty and vote. 

For more information, contact PAC Administrator Dan Sadowski at dans@sema.org or 202-783-6007, ext. 19.

With less than four weeks to go before Election Day, time is running out to secure your absentee ballot. Although Election Day falls the week after this year’s SEMA Show, make sure to obtain an absentee ballot if you will be unable to vote in person, Tuesday, November 6.

SEMA has compiled a complete list of absentee ballot application forms and helpful voter information for all 50 states. Find your state and information needed to receive your ballot today!

This year’s election is the most important in recent memory. The current political landscape holds an uncertain future for members of both parties, as control of the House of Representatives, Senate and White House are in the balance. On November 6, voters will head to the polls to elect the president of the United States, 435 members of the U.S. House, 31 U.S. senators, 12 governors and thousands of state and local leaders.

With so much at stake for our industry, the SEMA Political Action Committee (SEMA PAC) encourages you to exercise your civic duty and vote. 

For more information, contact PAC Administrator Dan Sadowski at dans@sema.org or 202-783-6007, ext. 19.

	Several Las Vegas establishments are offering Showgoers various food, beverage and entertainment discounts during the week of the SEMA Show.

Members of the specialty-equipment industry converging on the Las Vegas Convention Center for the SEMA Show, October 30–November 2, may want to take advantage of the many food, beverage and entrainment discounts offered at several Las Vegas establishments.

For attendee registration, booth sales and more information on the 2012 SEMA Show, visit www.SEMAShow.com.

Surf The Musical
"Surf the Musical" features the songs of the Beach Boys and takes center stage at Planet Hollywood Resort & Casino. Tony Award-nominated Rock of Ages director Kristin Hanggi and an all-star Broadway team present a musical extravaganza featuring electrifying choreography and introducing Surf Vision technology. "Surf the Musical" will take you on a magical and nostalgic trip back to the '60s, where all roads lead to the coast and sounds of surf in the warm California sun.
Use the code CONVSURF when ordering and save $40 off front orchestra seats.
Call: 702-785-5395   

Peepshow
"Peepshow" at Planet Hollywood Resort & Casino in Las Vegas' hottest show and stripteases spectacular. Starring blonde bombshell Holly Madison of "Holly's World" and "The Girls Next Door," the highly stylized, intricately choreographed "Peepshow" combines sexy striptease with celebrity with high-level production values in a show ABC's "Nightline" called "The hottest new show in Las Vegas." Critics have hailed it as "Spectacular!" and "The sexiest show on the planet!"  
Use the code CON40 when ordering and save $20 off regular reserved seats.
Call: 702-785-5395 - Website: www.peepshowconventionoffers.com

Absinthe
"Absinthe" has been hailed as "the most inventive and daring show to open on the strip in years!" (Las Vegas Sun). Voted the "Best New Show" on the Strip (Las Vegas Weekly), "Absinthe" features outrageous comedy and a cast of wild and outlandish acts performing amazing feats of virtuosity within mere feet of the audience. As the Huffington Post declares, "It happens five feet away from you, and it's awesome."
Use code CON20 when ordering and save $20 off regular reserved seats.
Call: 702-785-5395 - www.absintheconventionoffers.com

Jersey Boys
"Jersey Boys" at Paris is the #1 rated show in Las Vegas! This super-hit blockbuster takes you up the charts, across the country and behind the music of Frankie Valli and the Four Seasons. Discover the secrets of a 40-year friendship: four blue-collar kids working their way from the streets of Newark to the heights of stardom.
Use code 40DISC when ordering and $40 off front orchestra seats.
Call: 702-777-7776 or 888-746-7784 - www.jerseyboysconventionoffers.com

Gallery Nightclub at Planet Hollywood November 1

• Special VIP section reserved for SEMA attendees or vendors
• Free Entry (must show valid show badge with corresponding name)
• All guests must be 21 or older with valid picture ID for nightclub
• All guests must adhere to nightclub rules and regulations including dress code

Venues are also available for private and semi-private events, as well as table reservations. Contact group sales at heather@block16lv.com for more details.

Flamingo - Carlos & Charlie’s

• 2 for 1 Margaritas. Flavors Charlie’s Mango and Passion Fruit

Harrah's - Toby Keith's (12:00 p.m.–10:00 p.m., October 30–November 2)

• $4 Miller Light, Coors Light bottles
• $6 Jack Daniels Black Label

Paris and Planet Hollywood - Mandara Spa
Specials can be used towards fitness center access and all a la carte spa and salon services and cannot be combined with any other offer or discount.

• 20% Off Sunday – Thursday
• 15% Off Friday and Saturday
• $15 Daily Fitness Passes ($10 discount)

Paris Chateau

• Complimentary entrance to Chateau Nightclub up to midnight on October 30, November 1 and 2.

Imperial Palace

• Auto Collections at Imperial Palace-complimentary entrance (October 28–November 2)

Retail Discounts
Note: Show your convention registration badge for these exclusive discount offerings at the beginning of the POS transaction. Discounts apply before tax.

20% off Caesars Palace Las Vegas Retail Shops listed:

• Caesars Exclusively – Located in the Augustus Tower
• Emperors Essentials – Located in Appian Way
• Caesars Exclusively  – Located in Forum Shop at Caesars
• Qua Spa Boutique – Located in Qua Spa 2nd floor Augustus   Tower

20% off Harrah’s Las Vegas Shops listed:

• Jackpot Gift Shop – Located in main lobby
• KGB Exchange – Located across KGB Gourmet Burger Restaurant

20% off Imperial Palace Las Vegas Shops listed:

• Bijoux Terner Gift Shop – Located in North Tour Lobby pass gift shops
• Auto Collection Retail Shop – 5th floor Guest Parking structure
• Whiskey Run Gift Shop – Gift shop area just past main elevators

Participating Retail Offer Disclaimers
Not combined with other discounts/offers; not combined with any Total Reward Tier Loyalty Card discount privileges; not eligible on tobacco and electronic products; not eligible entertainer merchandise; shipping fees not eligible for discounts; limit one discount offer per visit/transaction; excludes admission for Auto Collection.

	Several Las Vegas establishments are offering Showgoers various food, beverage and entertainment discounts during the week of the SEMA Show.

Members of the specialty-equipment industry converging on the Las Vegas Convention Center for the SEMA Show, October 30–November 2, may want to take advantage of the many food, beverage and entrainment discounts offered at several Las Vegas establishments.

For attendee registration, booth sales and more information on the 2012 SEMA Show, visit www.SEMAShow.com.

Surf The Musical
"Surf the Musical" features the songs of the Beach Boys and takes center stage at Planet Hollywood Resort & Casino. Tony Award-nominated Rock of Ages director Kristin Hanggi and an all-star Broadway team present a musical extravaganza featuring electrifying choreography and introducing Surf Vision technology. "Surf the Musical" will take you on a magical and nostalgic trip back to the '60s, where all roads lead to the coast and sounds of surf in the warm California sun.
Use the code CONVSURF when ordering and save $40 off front orchestra seats.
Call: 702-785-5395   

Peepshow
"Peepshow" at Planet Hollywood Resort & Casino in Las Vegas' hottest show and stripteases spectacular. Starring blonde bombshell Holly Madison of "Holly's World" and "The Girls Next Door," the highly stylized, intricately choreographed "Peepshow" combines sexy striptease with celebrity with high-level production values in a show ABC's "Nightline" called "The hottest new show in Las Vegas." Critics have hailed it as "Spectacular!" and "The sexiest show on the planet!"  
Use the code CON40 when ordering and save $20 off regular reserved seats.
Call: 702-785-5395 - Website: www.peepshowconventionoffers.com

Absinthe
"Absinthe" has been hailed as "the most inventive and daring show to open on the strip in years!" (Las Vegas Sun). Voted the "Best New Show" on the Strip (Las Vegas Weekly), "Absinthe" features outrageous comedy and a cast of wild and outlandish acts performing amazing feats of virtuosity within mere feet of the audience. As the Huffington Post declares, "It happens five feet away from you, and it's awesome."
Use code CON20 when ordering and save $20 off regular reserved seats.
Call: 702-785-5395 - www.absintheconventionoffers.com

Jersey Boys
"Jersey Boys" at Paris is the #1 rated show in Las Vegas! This super-hit blockbuster takes you up the charts, across the country and behind the music of Frankie Valli and the Four Seasons. Discover the secrets of a 40-year friendship: four blue-collar kids working their way from the streets of Newark to the heights of stardom.
Use code 40DISC when ordering and $40 off front orchestra seats.
Call: 702-777-7776 or 888-746-7784 - www.jerseyboysconventionoffers.com

Gallery Nightclub at Planet Hollywood November 1

• Special VIP section reserved for SEMA attendees or vendors
• Free Entry (must show valid show badge with corresponding name)
• All guests must be 21 or older with valid picture ID for nightclub
• All guests must adhere to nightclub rules and regulations including dress code

Venues are also available for private and semi-private events, as well as table reservations. Contact group sales at heather@block16lv.com for more details.

Flamingo - Carlos & Charlie’s

• 2 for 1 Margaritas. Flavors Charlie’s Mango and Passion Fruit

Harrah's - Toby Keith's (12:00 p.m.–10:00 p.m., October 30–November 2)

• $4 Miller Light, Coors Light bottles
• $6 Jack Daniels Black Label

Paris and Planet Hollywood - Mandara Spa
Specials can be used towards fitness center access and all a la carte spa and salon services and cannot be combined with any other offer or discount.

• 20% Off Sunday – Thursday
• 15% Off Friday and Saturday
• $15 Daily Fitness Passes ($10 discount)

Paris Chateau

• Complimentary entrance to Chateau Nightclub up to midnight on October 30, November 1 and 2.

Imperial Palace

• Auto Collections at Imperial Palace-complimentary entrance (October 28–November 2)

Retail Discounts
Note: Show your convention registration badge for these exclusive discount offerings at the beginning of the POS transaction. Discounts apply before tax.

20% off Caesars Palace Las Vegas Retail Shops listed:

• Caesars Exclusively – Located in the Augustus Tower
• Emperors Essentials – Located in Appian Way
• Caesars Exclusively  – Located in Forum Shop at Caesars
• Qua Spa Boutique – Located in Qua Spa 2nd floor Augustus   Tower

20% off Harrah’s Las Vegas Shops listed:

• Jackpot Gift Shop – Located in main lobby
• KGB Exchange – Located across KGB Gourmet Burger Restaurant

20% off Imperial Palace Las Vegas Shops listed:

• Bijoux Terner Gift Shop – Located in North Tour Lobby pass gift shops
• Auto Collection Retail Shop – 5th floor Guest Parking structure
• Whiskey Run Gift Shop – Gift shop area just past main elevators

Participating Retail Offer Disclaimers
Not combined with other discounts/offers; not combined with any Total Reward Tier Loyalty Card discount privileges; not eligible on tobacco and electronic products; not eligible entertainer merchandise; shipping fees not eligible for discounts; limit one discount offer per visit/transaction; excludes admission for Auto Collection.

Addressing the threat of counterfeit product remains a SEMA high priority. In response, the Association and its Hot Rod Industry Alliance (HRIA), Motorsports Parts Manufacturers Council (MPMC) and Street Performance Council (SPC) are sponsoring an anti-counterfeiting seminar at the SEMA Show and making an FBI special agent available for one-on-one member meetings. 

Latest Tools, Tips and Tricks to Counter Counterfeits and Knock-Offs

Las Vegas Convention Center: Room N253 
Wednesday, October 31, 2012
3:00 p.m.–4:00 p.m. 

Presenters:      

• Kenya Merritt, Federal Bureau of Investigation (FBI)
• Merritt Blakeslee, The Blakeslee Law Firm 
• Steve Lustig, Dickinson Wright 
• Robb Roby, Knobbe Martens Olson & Bear 
• Stuart Gosswein, SEMA (moderator)

Sponsored by HRIA, MPMC and SPC.

Presented by representatives from federal enforcement agencies and seasoned intellectual property attorneys, this informative seminar will tackle real-world counterfeit problems impacting SEMA-member companies and provide tips on how to avoid and combat the threat. Expert panelists will cover a wide range of topics, including: protecting intellectual property marketed at trade shows and sold on the Internet; understanding the difference between counterfeit product, unlawful knock-offs and legal imitations; training staff or hiring private investigators to identify fake merchandise; and working with Customs, FBI and other government agencies to seize pirated products and prevent illegal knock-offs.  

The SEMA Government Affairs office has also arranged for FBI Special Agent Kenya Merritt to participate in the seminar and be available during the Show for one-on-one meetings with SEMA members to talk privately about company-specific issues. Merritt leads the FBI department that is addressing anti-counterfeiting activities within the auto industry. 

To schedule a meeting, contact Stuart Gosswein in SEMA’s Washington Office at 202-783-6007, ext. 30 or stuartg@sema.org.

Addressing the threat of counterfeit product remains a SEMA high priority. In response, the Association and its Hot Rod Industry Alliance (HRIA), Motorsports Parts Manufacturers Council (MPMC) and Street Performance Council (SPC) are sponsoring an anti-counterfeiting seminar at the SEMA Show and making an FBI special agent available for one-on-one member meetings. 

Latest Tools, Tips and Tricks to Counter Counterfeits and Knock-Offs

Las Vegas Convention Center: Room N253 
Wednesday, October 31, 2012
3:00 p.m.–4:00 p.m. 

Presenters:      

• Kenya Merritt, Federal Bureau of Investigation (FBI)
• Merritt Blakeslee, The Blakeslee Law Firm 
• Steve Lustig, Dickinson Wright 
• Robb Roby, Knobbe Martens Olson & Bear 
• Stuart Gosswein, SEMA (moderator)

Sponsored by HRIA, MPMC and SPC.

Presented by representatives from federal enforcement agencies and seasoned intellectual property attorneys, this informative seminar will tackle real-world counterfeit problems impacting SEMA-member companies and provide tips on how to avoid and combat the threat. Expert panelists will cover a wide range of topics, including: protecting intellectual property marketed at trade shows and sold on the Internet; understanding the difference between counterfeit product, unlawful knock-offs and legal imitations; training staff or hiring private investigators to identify fake merchandise; and working with Customs, FBI and other government agencies to seize pirated products and prevent illegal knock-offs.  

The SEMA Government Affairs office has also arranged for FBI Special Agent Kenya Merritt to participate in the seminar and be available during the Show for one-on-one meetings with SEMA members to talk privately about company-specific issues. Merritt leads the FBI department that is addressing anti-counterfeiting activities within the auto industry. 

To schedule a meeting, contact Stuart Gosswein in SEMA’s Washington Office at 202-783-6007, ext. 30 or stuartg@sema.org.

Addressing the threat of counterfeit product remains a SEMA high priority. In response, the Association and its Hot Rod Industry Alliance (HRIA), Motorsports Parts Manufacturers Council (MPMC) and Street Performance Council (SPC) are sponsoring an anti-counterfeiting seminar at the SEMA Show and making an FBI special agent available for one-on-one member meetings. 

Latest Tools, Tips and Tricks to Counter Counterfeits and Knock-Offs

Las Vegas Convention Center: Room N253 
Wednesday, October 31, 2012
3:00 p.m.–4:00 p.m. 

Presenters:      

• Kenya Merritt, Federal Bureau of Investigation (FBI)
• Merritt Blakeslee, The Blakeslee Law Firm 
• Steve Lustig, Dickinson Wright 
• Robb Roby, Knobbe Martens Olson & Bear 
• Stuart Gosswein, SEMA (moderator)

Sponsored by HRIA, MPMC and SPC.

Presented by representatives from federal enforcement agencies and seasoned intellectual property attorneys, this informative seminar will tackle real-world counterfeit problems impacting SEMA-member companies and provide tips on how to avoid and combat the threat. Expert panelists will cover a wide range of topics, including: protecting intellectual property marketed at trade shows and sold on the Internet; understanding the difference between counterfeit product, unlawful knock-offs and legal imitations; training staff or hiring private investigators to identify fake merchandise; and working with Customs, FBI and other government agencies to seize pirated products and prevent illegal knock-offs.  

The SEMA Government Affairs office has also arranged for FBI Special Agent Kenya Merritt to participate in the seminar and be available during the Show for one-on-one meetings with SEMA members to talk privately about company-specific issues. Merritt leads the FBI department that is addressing anti-counterfeiting activities within the auto industry. 

To schedule a meeting, contact Stuart Gosswein in SEMA’s Washington Office at 202-783-6007, ext. 30 or stuartg@sema.org.