SEMA News—October 2012

BUSINESS TECHNOLOGY
By Mike Imlay

Mobile Utility

Bettering Your Business With Apps

The words “there’s an app for that” have become somewhat of a cliché—and with good reason. Not long ago, many businesses pursued mobile applications mainly as a gimmicky exercise in marketing. Having a cool branded game or similar whiz-bang app was considered a trendy way to burnish a company’s image with smartphone and tablet users. But times are changing, and the world of apps is maturing.

According to Michael Beller, vice president of Media Works and emerging media at Source Interlink Media, apps nowadays are more likely to be developed to better a business and its operations than to merely awe or entertain consumers.

“There’s a whole range of ideas coming from our clients that fall into a lot of different buckets,” Beller explained. “They could be database-driven apps; they could be more marketing-related apps for reps to use with retailers; or they could be more consumer-based apps to help consumers learn about their products. It’s all really interesting.”

Laying the Groundwork

Of course, the term “app” is shorthand for an application or software program accessed through a computer, smartphone, tablet or related device. Up until recently, the question facing many manufacturers—and even retailers—was whether to hop on the app-development bandwagon at all. Now, however, with a wide range of utilitarian apps available—especially those designed for mobile devices—there’s no question that they can make a business more efficient, productive and portable. So what are some best practices in approaching mobile apps and/or related emerging media?

If your company’s goal is to improve its marketing to consumers, mobile optimization of your website is always a recommended first step. While not technically app development, such optimization lays the foundation for other digital marketing efforts. Beller pointed out that customers in a retail environment can easily research information, compare pricing and even make online purchases via their smartphones while waiting at the counter. If a website isn’t mobile optimized, frustrated consumers can quickly bail on it in favor of another company’s site that is. Fortunately, mobile optimization can be accomplished easily and inexpensively.

“We tell our clients that no one wants to pinch and zoom anymore,” said Beller. “No matter who develops it, you have to have a mobile website.” One example would be including an easy-to-use online database containing product information, availability and pricing.

After optimizing its website for mobile viewing, a company can next move on to consider whether specialized applications make sense. The realm of choices is broad. Apps can be:

• Utilitarian—for instance, enabling customers or even staff and field representatives to look up products and information from their smartphones or tablets.
• Brand extensions—applying the power of a brand to an app that’s not necessarily directly related to core business but that nevertheless supplies a service to users.
• Content-driven—offering users videos, reviews, news, feeds and related marketing collateral or updates pertaining to a business.
• B2B tools—such as a marketing app created so that sales reps can educate potential buyers about a company’s offerings at trade shows, events or in the field.
• Training related—specifically for a company’s employees or sales representatives.

According to Beller, deciding what type of app to pursue comes down to two considerations.

“First,” he said, “it depends on what specific vertical you are in—direct to consumer, direct to retailer, inventory management, web-based versus mobile-based. The other consideration may be a challenge that needs a specific solution. For example, a company may need an inventory-management-type make, model, year app for a certain part it manufactures.”

Branding Utility

	Toyo’s recently introduced app was designed to educate the company’s sales team, dealers and dealer customers about Toyo products. It displays product overviews, features and benefits, training materials, multi-media product videos, commercials and photos along with media stories and product sizes and specs.

“You should identify your target audience and the content that is important or useful to them,” agreed Amy Coleman, senior director of marketing for Toyo Tire USA Corp., which recently developed an innovative iPad business app with Source Interlink Media’s assistance. “Establish a good outline of the project in advance. This will act as your road map and guide, establishing the content you need to gather or create and milestones along the way.”

Toyo’s recently introduced app was designed to educate the company’s sales team, dealers and dealer customers about Toyo products. It displays product overviews, features and benefits, training materials, multimedia product videos, commercials and photos along with media stories and product sizes and specs. It also features PDFs of product brochures, the company’s dealer magazine and links to the Toyo website and social-media channels. It has proven to be an extremely useful B2B tool for the company’s field representatives.

“The goal was to consolidate product information into one, easy-to-use-tool,” Coleman said. “It was first launched with our Proxes 4 Plus and now features 17 products. It’s a tool that can be used in sales meetings, in employee training, on the showroom floor and at events, including the SEMA Show. The sizes and specs data is pulled from our website, which is updated regularly so our sales department and dealers will always have the latest information at their fingertips. This is the first time all Toyo product information is together in one tool for our sales department and dealers.”

In terms of audience for an app, it’s perfectly okay to think small, said David Kennedy, publisher of Source Interlink Media’s Custom Truck Group. The group’s Diesel Power magazine recently turned to Source Interlink Media’s internal app developers to create a niche diesel-fuel finder that helps to extend the publication’s brand beyond its core business of editorial and advertising.

	Source Interlink Media’s Diesel Power magazine recently turned to the company’s internal app developers to create a niche diesel fuel finder that helps to extend the publication’s brand beyond its core business of editorial and advertising. Users can find diesel fuel stations anywhere in the United States where they happen to be. This is a convenient tool, because many times diesel is not as commonly available as gasoline.

“The app itself is basically utilityware,” Kennedy explained. “Users can find diesel-fuel stations anywhere in the United States where they happen to be. We thought this would be a convenient tool, because many times diesel is not as commonly available as gasoline. So leveraging a Google map with our architecture, users can enter their location and find retail facilities that sell diesel fuel in their area. Then, to make the tool more useful, we gave it a functionality to allow it to plot a route so that you could know where diesel-fuel locations might be along your way—say a 100- to a 1,000-mile drive—and be able to plan your trip accordingly.”

Currently the app is iPhone-based but will also work on the iPad, with an Android version also set to debut soon. (Of course, depending upon a vehicle’s connectivity, the functionality from the mobile device can be extended to an in-dash command system.)

“A diesel fuel finder app like this is clearly only for people with diesel vehicles—obviously not the majority of the United States—but it becomes a tool for our audience with their own wants, needs and desires,” Kennedy said. “It puts us in a unique position to be able to develop utility products and platforms that go beyond the usual ways we’ve been reaching our audience.”

Kennedy believes that, with some brainstorming, other specialty-equipment businesses could easily follow suit.

The point is to leverage a company’s knowledge of its own specific marketplace with branded apps that are useful to its niche consumers. A good question to ask is, what is the broadest type of app that you can create to engage your limited audience?

“You want to brand an application that’s useful and makes your audience return to it, perhaps on a daily basis,” Kennedy said. “Think of it in terms of a frequently asked questions page. What is the question that your customer asks on a daily basis? What are the common needs of both your current customer and a possible customer in your category? Regardless of whether you’re a carburetor company, a shock-absorber company or an exhaust company, start with the core questions or customer interactions that repeat over and over again.”

Obviously, most businesses will lack an internal app-development squad. As with all things digital, a company should resist the temptation to turn to amateur developers—especially those without a solid business or marketing background. Moreover, said the experts, it’s a company’s inside knowledge of its core business, operations and consumers that should drive any app-development process.

No matter whom you call upon to help you develop an app, the mature approach will be about real solutions, not gimmicks or flashy marketing. Whether aimed at your own employees or a wider consumer audience, seeing apps as the true utilities they are will greatly further your business.

Emerging Media at Source Interlink Media

	Further Background Reading SEMA News previously offered an overview of applications and their development in our story “App Crazy” (SEMA News March 2012, p. 96.) The article addressed the diversity of industry apps, from branded entertainment offerings and OBD-II-related products to mobile apps developed specifically for differing automotive platforms.

According to Michael Beller, Source Interlink Media is so convinced of the power of apps and related emerging media that it has built an entire department alongside its traditional print enterprise to address high-tech digital solutions for itself and clients. As part of that effort, the publishing house acquired Mind Over Eye, a CGI animation house specializing in 3-D modeling and related technologies. In addition, it combines a full range of creative services from design print ads to logos with its Media Works section—an internal unit that can specifically work on emerging media products both for Source Interlink Media’s own brands and for those of its clients.

“Within the team here we have coders, engineers, designers, product developers—we really have an end-to-end internal solution, which is very unusual for any publisher,” he said. “The unique position we’re in is the relationships we have with a lot of our clients. In the past, they’ve been largely advertisers. It’s a natural extension to offer these services directly to them.”

Beller sees this plethora of emerging media services as a sort of modern extension of the traditional custom publishing concept. While not a marketing company or an agency per se, Source Interlink Media strives to bring a special expertise to app development for clients.

“Because we work closely with aftermarket companies, we understand all their different verticals,” Beller said. “Everybody here lives and breathes that stuff.”

SEMA News—October 2012

BUSINESS TECHNOLOGY
By Mike Imlay

Mobile Utility

Bettering Your Business With Apps

The words “there’s an app for that” have become somewhat of a cliché—and with good reason. Not long ago, many businesses pursued mobile applications mainly as a gimmicky exercise in marketing. Having a cool branded game or similar whiz-bang app was considered a trendy way to burnish a company’s image with smartphone and tablet users. But times are changing, and the world of apps is maturing.

According to Michael Beller, vice president of Media Works and emerging media at Source Interlink Media, apps nowadays are more likely to be developed to better a business and its operations than to merely awe or entertain consumers.

“There’s a whole range of ideas coming from our clients that fall into a lot of different buckets,” Beller explained. “They could be database-driven apps; they could be more marketing-related apps for reps to use with retailers; or they could be more consumer-based apps to help consumers learn about their products. It’s all really interesting.”

Laying the Groundwork

Of course, the term “app” is shorthand for an application or software program accessed through a computer, smartphone, tablet or related device. Up until recently, the question facing many manufacturers—and even retailers—was whether to hop on the app-development bandwagon at all. Now, however, with a wide range of utilitarian apps available—especially those designed for mobile devices—there’s no question that they can make a business more efficient, productive and portable. So what are some best practices in approaching mobile apps and/or related emerging media?

If your company’s goal is to improve its marketing to consumers, mobile optimization of your website is always a recommended first step. While not technically app development, such optimization lays the foundation for other digital marketing efforts. Beller pointed out that customers in a retail environment can easily research information, compare pricing and even make online purchases via their smartphones while waiting at the counter. If a website isn’t mobile optimized, frustrated consumers can quickly bail on it in favor of another company’s site that is. Fortunately, mobile optimization can be accomplished easily and inexpensively.

“We tell our clients that no one wants to pinch and zoom anymore,” said Beller. “No matter who develops it, you have to have a mobile website.” One example would be including an easy-to-use online database containing product information, availability and pricing.

After optimizing its website for mobile viewing, a company can next move on to consider whether specialized applications make sense. The realm of choices is broad. Apps can be:

• Utilitarian—for instance, enabling customers or even staff and field representatives to look up products and information from their smartphones or tablets.
• Brand extensions—applying the power of a brand to an app that’s not necessarily directly related to core business but that nevertheless supplies a service to users.
• Content-driven—offering users videos, reviews, news, feeds and related marketing collateral or updates pertaining to a business.
• B2B tools—such as a marketing app created so that sales reps can educate potential buyers about a company’s offerings at trade shows, events or in the field.
• Training related—specifically for a company’s employees or sales representatives.

According to Beller, deciding what type of app to pursue comes down to two considerations.

“First,” he said, “it depends on what specific vertical you are in—direct to consumer, direct to retailer, inventory management, web-based versus mobile-based. The other consideration may be a challenge that needs a specific solution. For example, a company may need an inventory-management-type make, model, year app for a certain part it manufactures.”

Branding Utility

	Toyo’s recently introduced app was designed to educate the company’s sales team, dealers and dealer customers about Toyo products. It displays product overviews, features and benefits, training materials, multi-media product videos, commercials and photos along with media stories and product sizes and specs.

“You should identify your target audience and the content that is important or useful to them,” agreed Amy Coleman, senior director of marketing for Toyo Tire USA Corp., which recently developed an innovative iPad business app with Source Interlink Media’s assistance. “Establish a good outline of the project in advance. This will act as your road map and guide, establishing the content you need to gather or create and milestones along the way.”

Toyo’s recently introduced app was designed to educate the company’s sales team, dealers and dealer customers about Toyo products. It displays product overviews, features and benefits, training materials, multimedia product videos, commercials and photos along with media stories and product sizes and specs. It also features PDFs of product brochures, the company’s dealer magazine and links to the Toyo website and social-media channels. It has proven to be an extremely useful B2B tool for the company’s field representatives.

“The goal was to consolidate product information into one, easy-to-use-tool,” Coleman said. “It was first launched with our Proxes 4 Plus and now features 17 products. It’s a tool that can be used in sales meetings, in employee training, on the showroom floor and at events, including the SEMA Show. The sizes and specs data is pulled from our website, which is updated regularly so our sales department and dealers will always have the latest information at their fingertips. This is the first time all Toyo product information is together in one tool for our sales department and dealers.”

In terms of audience for an app, it’s perfectly okay to think small, said David Kennedy, publisher of Source Interlink Media’s Custom Truck Group. The group’s Diesel Power magazine recently turned to Source Interlink Media’s internal app developers to create a niche diesel-fuel finder that helps to extend the publication’s brand beyond its core business of editorial and advertising.

	Source Interlink Media’s Diesel Power magazine recently turned to the company’s internal app developers to create a niche diesel fuel finder that helps to extend the publication’s brand beyond its core business of editorial and advertising. Users can find diesel fuel stations anywhere in the United States where they happen to be. This is a convenient tool, because many times diesel is not as commonly available as gasoline.

“The app itself is basically utilityware,” Kennedy explained. “Users can find diesel-fuel stations anywhere in the United States where they happen to be. We thought this would be a convenient tool, because many times diesel is not as commonly available as gasoline. So leveraging a Google map with our architecture, users can enter their location and find retail facilities that sell diesel fuel in their area. Then, to make the tool more useful, we gave it a functionality to allow it to plot a route so that you could know where diesel-fuel locations might be along your way—say a 100- to a 1,000-mile drive—and be able to plan your trip accordingly.”

Currently the app is iPhone-based but will also work on the iPad, with an Android version also set to debut soon. (Of course, depending upon a vehicle’s connectivity, the functionality from the mobile device can be extended to an in-dash command system.)

“A diesel fuel finder app like this is clearly only for people with diesel vehicles—obviously not the majority of the United States—but it becomes a tool for our audience with their own wants, needs and desires,” Kennedy said. “It puts us in a unique position to be able to develop utility products and platforms that go beyond the usual ways we’ve been reaching our audience.”

Kennedy believes that, with some brainstorming, other specialty-equipment businesses could easily follow suit.

The point is to leverage a company’s knowledge of its own specific marketplace with branded apps that are useful to its niche consumers. A good question to ask is, what is the broadest type of app that you can create to engage your limited audience?

“You want to brand an application that’s useful and makes your audience return to it, perhaps on a daily basis,” Kennedy said. “Think of it in terms of a frequently asked questions page. What is the question that your customer asks on a daily basis? What are the common needs of both your current customer and a possible customer in your category? Regardless of whether you’re a carburetor company, a shock-absorber company or an exhaust company, start with the core questions or customer interactions that repeat over and over again.”

Obviously, most businesses will lack an internal app-development squad. As with all things digital, a company should resist the temptation to turn to amateur developers—especially those without a solid business or marketing background. Moreover, said the experts, it’s a company’s inside knowledge of its core business, operations and consumers that should drive any app-development process.

No matter whom you call upon to help you develop an app, the mature approach will be about real solutions, not gimmicks or flashy marketing. Whether aimed at your own employees or a wider consumer audience, seeing apps as the true utilities they are will greatly further your business.

Emerging Media at Source Interlink Media

	Further Background Reading SEMA News previously offered an overview of applications and their development in our story “App Crazy” (SEMA News March 2012, p. 96.) The article addressed the diversity of industry apps, from branded entertainment offerings and OBD-II-related products to mobile apps developed specifically for differing automotive platforms.

According to Michael Beller, Source Interlink Media is so convinced of the power of apps and related emerging media that it has built an entire department alongside its traditional print enterprise to address high-tech digital solutions for itself and clients. As part of that effort, the publishing house acquired Mind Over Eye, a CGI animation house specializing in 3-D modeling and related technologies. In addition, it combines a full range of creative services from design print ads to logos with its Media Works section—an internal unit that can specifically work on emerging media products both for Source Interlink Media’s own brands and for those of its clients.

“Within the team here we have coders, engineers, designers, product developers—we really have an end-to-end internal solution, which is very unusual for any publisher,” he said. “The unique position we’re in is the relationships we have with a lot of our clients. In the past, they’ve been largely advertisers. It’s a natural extension to offer these services directly to them.”

Beller sees this plethora of emerging media services as a sort of modern extension of the traditional custom publishing concept. While not a marketing company or an agency per se, Source Interlink Media strives to bring a special expertise to app development for clients.

“Because we work closely with aftermarket companies, we understand all their different verticals,” Beller said. “Everybody here lives and breathes that stuff.”

SEMA News—October 2012

BUSINESS TECHNOLOGY
By Mike Imlay

Mobile Utility

Bettering Your Business With Apps

The words “there’s an app for that” have become somewhat of a cliché—and with good reason. Not long ago, many businesses pursued mobile applications mainly as a gimmicky exercise in marketing. Having a cool branded game or similar whiz-bang app was considered a trendy way to burnish a company’s image with smartphone and tablet users. But times are changing, and the world of apps is maturing.

According to Michael Beller, vice president of Media Works and emerging media at Source Interlink Media, apps nowadays are more likely to be developed to better a business and its operations than to merely awe or entertain consumers.

“There’s a whole range of ideas coming from our clients that fall into a lot of different buckets,” Beller explained. “They could be database-driven apps; they could be more marketing-related apps for reps to use with retailers; or they could be more consumer-based apps to help consumers learn about their products. It’s all really interesting.”

Laying the Groundwork

Of course, the term “app” is shorthand for an application or software program accessed through a computer, smartphone, tablet or related device. Up until recently, the question facing many manufacturers—and even retailers—was whether to hop on the app-development bandwagon at all. Now, however, with a wide range of utilitarian apps available—especially those designed for mobile devices—there’s no question that they can make a business more efficient, productive and portable. So what are some best practices in approaching mobile apps and/or related emerging media?

If your company’s goal is to improve its marketing to consumers, mobile optimization of your website is always a recommended first step. While not technically app development, such optimization lays the foundation for other digital marketing efforts. Beller pointed out that customers in a retail environment can easily research information, compare pricing and even make online purchases via their smartphones while waiting at the counter. If a website isn’t mobile optimized, frustrated consumers can quickly bail on it in favor of another company’s site that is. Fortunately, mobile optimization can be accomplished easily and inexpensively.

“We tell our clients that no one wants to pinch and zoom anymore,” said Beller. “No matter who develops it, you have to have a mobile website.” One example would be including an easy-to-use online database containing product information, availability and pricing.

After optimizing its website for mobile viewing, a company can next move on to consider whether specialized applications make sense. The realm of choices is broad. Apps can be:

• Utilitarian—for instance, enabling customers or even staff and field representatives to look up products and information from their smartphones or tablets.
• Brand extensions—applying the power of a brand to an app that’s not necessarily directly related to core business but that nevertheless supplies a service to users.
• Content-driven—offering users videos, reviews, news, feeds and related marketing collateral or updates pertaining to a business.
• B2B tools—such as a marketing app created so that sales reps can educate potential buyers about a company’s offerings at trade shows, events or in the field.
• Training related—specifically for a company’s employees or sales representatives.

According to Beller, deciding what type of app to pursue comes down to two considerations.

“First,” he said, “it depends on what specific vertical you are in—direct to consumer, direct to retailer, inventory management, web-based versus mobile-based. The other consideration may be a challenge that needs a specific solution. For example, a company may need an inventory-management-type make, model, year app for a certain part it manufactures.”

Branding Utility

	Toyo’s recently introduced app was designed to educate the company’s sales team, dealers and dealer customers about Toyo products. It displays product overviews, features and benefits, training materials, multi-media product videos, commercials and photos along with media stories and product sizes and specs.

“You should identify your target audience and the content that is important or useful to them,” agreed Amy Coleman, senior director of marketing for Toyo Tire USA Corp., which recently developed an innovative iPad business app with Source Interlink Media’s assistance. “Establish a good outline of the project in advance. This will act as your road map and guide, establishing the content you need to gather or create and milestones along the way.”

Toyo’s recently introduced app was designed to educate the company’s sales team, dealers and dealer customers about Toyo products. It displays product overviews, features and benefits, training materials, multimedia product videos, commercials and photos along with media stories and product sizes and specs. It also features PDFs of product brochures, the company’s dealer magazine and links to the Toyo website and social-media channels. It has proven to be an extremely useful B2B tool for the company’s field representatives.

“The goal was to consolidate product information into one, easy-to-use-tool,” Coleman said. “It was first launched with our Proxes 4 Plus and now features 17 products. It’s a tool that can be used in sales meetings, in employee training, on the showroom floor and at events, including the SEMA Show. The sizes and specs data is pulled from our website, which is updated regularly so our sales department and dealers will always have the latest information at their fingertips. This is the first time all Toyo product information is together in one tool for our sales department and dealers.”

In terms of audience for an app, it’s perfectly okay to think small, said David Kennedy, publisher of Source Interlink Media’s Custom Truck Group. The group’s Diesel Power magazine recently turned to Source Interlink Media’s internal app developers to create a niche diesel-fuel finder that helps to extend the publication’s brand beyond its core business of editorial and advertising.

	Source Interlink Media’s Diesel Power magazine recently turned to the company’s internal app developers to create a niche diesel fuel finder that helps to extend the publication’s brand beyond its core business of editorial and advertising. Users can find diesel fuel stations anywhere in the United States where they happen to be. This is a convenient tool, because many times diesel is not as commonly available as gasoline.

“The app itself is basically utilityware,” Kennedy explained. “Users can find diesel-fuel stations anywhere in the United States where they happen to be. We thought this would be a convenient tool, because many times diesel is not as commonly available as gasoline. So leveraging a Google map with our architecture, users can enter their location and find retail facilities that sell diesel fuel in their area. Then, to make the tool more useful, we gave it a functionality to allow it to plot a route so that you could know where diesel-fuel locations might be along your way—say a 100- to a 1,000-mile drive—and be able to plan your trip accordingly.”

Currently the app is iPhone-based but will also work on the iPad, with an Android version also set to debut soon. (Of course, depending upon a vehicle’s connectivity, the functionality from the mobile device can be extended to an in-dash command system.)

“A diesel fuel finder app like this is clearly only for people with diesel vehicles—obviously not the majority of the United States—but it becomes a tool for our audience with their own wants, needs and desires,” Kennedy said. “It puts us in a unique position to be able to develop utility products and platforms that go beyond the usual ways we’ve been reaching our audience.”

Kennedy believes that, with some brainstorming, other specialty-equipment businesses could easily follow suit.

The point is to leverage a company’s knowledge of its own specific marketplace with branded apps that are useful to its niche consumers. A good question to ask is, what is the broadest type of app that you can create to engage your limited audience?

“You want to brand an application that’s useful and makes your audience return to it, perhaps on a daily basis,” Kennedy said. “Think of it in terms of a frequently asked questions page. What is the question that your customer asks on a daily basis? What are the common needs of both your current customer and a possible customer in your category? Regardless of whether you’re a carburetor company, a shock-absorber company or an exhaust company, start with the core questions or customer interactions that repeat over and over again.”

Obviously, most businesses will lack an internal app-development squad. As with all things digital, a company should resist the temptation to turn to amateur developers—especially those without a solid business or marketing background. Moreover, said the experts, it’s a company’s inside knowledge of its core business, operations and consumers that should drive any app-development process.

No matter whom you call upon to help you develop an app, the mature approach will be about real solutions, not gimmicks or flashy marketing. Whether aimed at your own employees or a wider consumer audience, seeing apps as the true utilities they are will greatly further your business.

Emerging Media at Source Interlink Media

	Further Background Reading SEMA News previously offered an overview of applications and their development in our story “App Crazy” (SEMA News March 2012, p. 96.) The article addressed the diversity of industry apps, from branded entertainment offerings and OBD-II-related products to mobile apps developed specifically for differing automotive platforms.

According to Michael Beller, Source Interlink Media is so convinced of the power of apps and related emerging media that it has built an entire department alongside its traditional print enterprise to address high-tech digital solutions for itself and clients. As part of that effort, the publishing house acquired Mind Over Eye, a CGI animation house specializing in 3-D modeling and related technologies. In addition, it combines a full range of creative services from design print ads to logos with its Media Works section—an internal unit that can specifically work on emerging media products both for Source Interlink Media’s own brands and for those of its clients.

“Within the team here we have coders, engineers, designers, product developers—we really have an end-to-end internal solution, which is very unusual for any publisher,” he said. “The unique position we’re in is the relationships we have with a lot of our clients. In the past, they’ve been largely advertisers. It’s a natural extension to offer these services directly to them.”

Beller sees this plethora of emerging media services as a sort of modern extension of the traditional custom publishing concept. While not a marketing company or an agency per se, Source Interlink Media strives to bring a special expertise to app development for clients.

“Because we work closely with aftermarket companies, we understand all their different verticals,” Beller said. “Everybody here lives and breathes that stuff.”

SEMA News—October 2012

BUSINESS TECHNOLOGY
By Mike Imlay

Mobile Utility

Bettering Your Business With Apps

The words “there’s an app for that” have become somewhat of a cliché—and with good reason. Not long ago, many businesses pursued mobile applications mainly as a gimmicky exercise in marketing. Having a cool branded game or similar whiz-bang app was considered a trendy way to burnish a company’s image with smartphone and tablet users. But times are changing, and the world of apps is maturing.

According to Michael Beller, vice president of Media Works and emerging media at Source Interlink Media, apps nowadays are more likely to be developed to better a business and its operations than to merely awe or entertain consumers.

“There’s a whole range of ideas coming from our clients that fall into a lot of different buckets,” Beller explained. “They could be database-driven apps; they could be more marketing-related apps for reps to use with retailers; or they could be more consumer-based apps to help consumers learn about their products. It’s all really interesting.”

Laying the Groundwork

Of course, the term “app” is shorthand for an application or software program accessed through a computer, smartphone, tablet or related device. Up until recently, the question facing many manufacturers—and even retailers—was whether to hop on the app-development bandwagon at all. Now, however, with a wide range of utilitarian apps available—especially those designed for mobile devices—there’s no question that they can make a business more efficient, productive and portable. So what are some best practices in approaching mobile apps and/or related emerging media?

If your company’s goal is to improve its marketing to consumers, mobile optimization of your website is always a recommended first step. While not technically app development, such optimization lays the foundation for other digital marketing efforts. Beller pointed out that customers in a retail environment can easily research information, compare pricing and even make online purchases via their smartphones while waiting at the counter. If a website isn’t mobile optimized, frustrated consumers can quickly bail on it in favor of another company’s site that is. Fortunately, mobile optimization can be accomplished easily and inexpensively.

“We tell our clients that no one wants to pinch and zoom anymore,” said Beller. “No matter who develops it, you have to have a mobile website.” One example would be including an easy-to-use online database containing product information, availability and pricing.

After optimizing its website for mobile viewing, a company can next move on to consider whether specialized applications make sense. The realm of choices is broad. Apps can be:

• Utilitarian—for instance, enabling customers or even staff and field representatives to look up products and information from their smartphones or tablets.
• Brand extensions—applying the power of a brand to an app that’s not necessarily directly related to core business but that nevertheless supplies a service to users.
• Content-driven—offering users videos, reviews, news, feeds and related marketing collateral or updates pertaining to a business.
• B2B tools—such as a marketing app created so that sales reps can educate potential buyers about a company’s offerings at trade shows, events or in the field.
• Training related—specifically for a company’s employees or sales representatives.

According to Beller, deciding what type of app to pursue comes down to two considerations.

“First,” he said, “it depends on what specific vertical you are in—direct to consumer, direct to retailer, inventory management, web-based versus mobile-based. The other consideration may be a challenge that needs a specific solution. For example, a company may need an inventory-management-type make, model, year app for a certain part it manufactures.”

Branding Utility

	Toyo’s recently introduced app was designed to educate the company’s sales team, dealers and dealer customers about Toyo products. It displays product overviews, features and benefits, training materials, multi-media product videos, commercials and photos along with media stories and product sizes and specs.

“You should identify your target audience and the content that is important or useful to them,” agreed Amy Coleman, senior director of marketing for Toyo Tire USA Corp., which recently developed an innovative iPad business app with Source Interlink Media’s assistance. “Establish a good outline of the project in advance. This will act as your road map and guide, establishing the content you need to gather or create and milestones along the way.”

Toyo’s recently introduced app was designed to educate the company’s sales team, dealers and dealer customers about Toyo products. It displays product overviews, features and benefits, training materials, multimedia product videos, commercials and photos along with media stories and product sizes and specs. It also features PDFs of product brochures, the company’s dealer magazine and links to the Toyo website and social-media channels. It has proven to be an extremely useful B2B tool for the company’s field representatives.

“The goal was to consolidate product information into one, easy-to-use-tool,” Coleman said. “It was first launched with our Proxes 4 Plus and now features 17 products. It’s a tool that can be used in sales meetings, in employee training, on the showroom floor and at events, including the SEMA Show. The sizes and specs data is pulled from our website, which is updated regularly so our sales department and dealers will always have the latest information at their fingertips. This is the first time all Toyo product information is together in one tool for our sales department and dealers.”

In terms of audience for an app, it’s perfectly okay to think small, said David Kennedy, publisher of Source Interlink Media’s Custom Truck Group. The group’s Diesel Power magazine recently turned to Source Interlink Media’s internal app developers to create a niche diesel-fuel finder that helps to extend the publication’s brand beyond its core business of editorial and advertising.

	Source Interlink Media’s Diesel Power magazine recently turned to the company’s internal app developers to create a niche diesel fuel finder that helps to extend the publication’s brand beyond its core business of editorial and advertising. Users can find diesel fuel stations anywhere in the United States where they happen to be. This is a convenient tool, because many times diesel is not as commonly available as gasoline.

“The app itself is basically utilityware,” Kennedy explained. “Users can find diesel-fuel stations anywhere in the United States where they happen to be. We thought this would be a convenient tool, because many times diesel is not as commonly available as gasoline. So leveraging a Google map with our architecture, users can enter their location and find retail facilities that sell diesel fuel in their area. Then, to make the tool more useful, we gave it a functionality to allow it to plot a route so that you could know where diesel-fuel locations might be along your way—say a 100- to a 1,000-mile drive—and be able to plan your trip accordingly.”

Currently the app is iPhone-based but will also work on the iPad, with an Android version also set to debut soon. (Of course, depending upon a vehicle’s connectivity, the functionality from the mobile device can be extended to an in-dash command system.)

“A diesel fuel finder app like this is clearly only for people with diesel vehicles—obviously not the majority of the United States—but it becomes a tool for our audience with their own wants, needs and desires,” Kennedy said. “It puts us in a unique position to be able to develop utility products and platforms that go beyond the usual ways we’ve been reaching our audience.”

Kennedy believes that, with some brainstorming, other specialty-equipment businesses could easily follow suit.

The point is to leverage a company’s knowledge of its own specific marketplace with branded apps that are useful to its niche consumers. A good question to ask is, what is the broadest type of app that you can create to engage your limited audience?

“You want to brand an application that’s useful and makes your audience return to it, perhaps on a daily basis,” Kennedy said. “Think of it in terms of a frequently asked questions page. What is the question that your customer asks on a daily basis? What are the common needs of both your current customer and a possible customer in your category? Regardless of whether you’re a carburetor company, a shock-absorber company or an exhaust company, start with the core questions or customer interactions that repeat over and over again.”

Obviously, most businesses will lack an internal app-development squad. As with all things digital, a company should resist the temptation to turn to amateur developers—especially those without a solid business or marketing background. Moreover, said the experts, it’s a company’s inside knowledge of its core business, operations and consumers that should drive any app-development process.

No matter whom you call upon to help you develop an app, the mature approach will be about real solutions, not gimmicks or flashy marketing. Whether aimed at your own employees or a wider consumer audience, seeing apps as the true utilities they are will greatly further your business.

Emerging Media at Source Interlink Media

	Further Background Reading SEMA News previously offered an overview of applications and their development in our story “App Crazy” (SEMA News March 2012, p. 96.) The article addressed the diversity of industry apps, from branded entertainment offerings and OBD-II-related products to mobile apps developed specifically for differing automotive platforms.

According to Michael Beller, Source Interlink Media is so convinced of the power of apps and related emerging media that it has built an entire department alongside its traditional print enterprise to address high-tech digital solutions for itself and clients. As part of that effort, the publishing house acquired Mind Over Eye, a CGI animation house specializing in 3-D modeling and related technologies. In addition, it combines a full range of creative services from design print ads to logos with its Media Works section—an internal unit that can specifically work on emerging media products both for Source Interlink Media’s own brands and for those of its clients.

“Within the team here we have coders, engineers, designers, product developers—we really have an end-to-end internal solution, which is very unusual for any publisher,” he said. “The unique position we’re in is the relationships we have with a lot of our clients. In the past, they’ve been largely advertisers. It’s a natural extension to offer these services directly to them.”

Beller sees this plethora of emerging media services as a sort of modern extension of the traditional custom publishing concept. While not a marketing company or an agency per se, Source Interlink Media strives to bring a special expertise to app development for clients.

“Because we work closely with aftermarket companies, we understand all their different verticals,” Beller said. “Everybody here lives and breathes that stuff.”

SEMA News—October 2012

BUSINESS TECHNOLOGY
By Mike Imlay

Mobile Utility

Bettering Your Business With Apps

The words “there’s an app for that” have become somewhat of a cliché—and with good reason. Not long ago, many businesses pursued mobile applications mainly as a gimmicky exercise in marketing. Having a cool branded game or similar whiz-bang app was considered a trendy way to burnish a company’s image with smartphone and tablet users. But times are changing, and the world of apps is maturing.

According to Michael Beller, vice president of Media Works and emerging media at Source Interlink Media, apps nowadays are more likely to be developed to better a business and its operations than to merely awe or entertain consumers.

“There’s a whole range of ideas coming from our clients that fall into a lot of different buckets,” Beller explained. “They could be database-driven apps; they could be more marketing-related apps for reps to use with retailers; or they could be more consumer-based apps to help consumers learn about their products. It’s all really interesting.”

Laying the Groundwork

Of course, the term “app” is shorthand for an application or software program accessed through a computer, smartphone, tablet or related device. Up until recently, the question facing many manufacturers—and even retailers—was whether to hop on the app-development bandwagon at all. Now, however, with a wide range of utilitarian apps available—especially those designed for mobile devices—there’s no question that they can make a business more efficient, productive and portable. So what are some best practices in approaching mobile apps and/or related emerging media?

If your company’s goal is to improve its marketing to consumers, mobile optimization of your website is always a recommended first step. While not technically app development, such optimization lays the foundation for other digital marketing efforts. Beller pointed out that customers in a retail environment can easily research information, compare pricing and even make online purchases via their smartphones while waiting at the counter. If a website isn’t mobile optimized, frustrated consumers can quickly bail on it in favor of another company’s site that is. Fortunately, mobile optimization can be accomplished easily and inexpensively.

“We tell our clients that no one wants to pinch and zoom anymore,” said Beller. “No matter who develops it, you have to have a mobile website.” One example would be including an easy-to-use online database containing product information, availability and pricing.

After optimizing its website for mobile viewing, a company can next move on to consider whether specialized applications make sense. The realm of choices is broad. Apps can be:

• Utilitarian—for instance, enabling customers or even staff and field representatives to look up products and information from their smartphones or tablets.
• Brand extensions—applying the power of a brand to an app that’s not necessarily directly related to core business but that nevertheless supplies a service to users.
• Content-driven—offering users videos, reviews, news, feeds and related marketing collateral or updates pertaining to a business.
• B2B tools—such as a marketing app created so that sales reps can educate potential buyers about a company’s offerings at trade shows, events or in the field.
• Training related—specifically for a company’s employees or sales representatives.

According to Beller, deciding what type of app to pursue comes down to two considerations.

“First,” he said, “it depends on what specific vertical you are in—direct to consumer, direct to retailer, inventory management, web-based versus mobile-based. The other consideration may be a challenge that needs a specific solution. For example, a company may need an inventory-management-type make, model, year app for a certain part it manufactures.”

Branding Utility

	Toyo’s recently introduced app was designed to educate the company’s sales team, dealers and dealer customers about Toyo products. It displays product overviews, features and benefits, training materials, multi-media product videos, commercials and photos along with media stories and product sizes and specs.

“You should identify your target audience and the content that is important or useful to them,” agreed Amy Coleman, senior director of marketing for Toyo Tire USA Corp., which recently developed an innovative iPad business app with Source Interlink Media’s assistance. “Establish a good outline of the project in advance. This will act as your road map and guide, establishing the content you need to gather or create and milestones along the way.”

Toyo’s recently introduced app was designed to educate the company’s sales team, dealers and dealer customers about Toyo products. It displays product overviews, features and benefits, training materials, multimedia product videos, commercials and photos along with media stories and product sizes and specs. It also features PDFs of product brochures, the company’s dealer magazine and links to the Toyo website and social-media channels. It has proven to be an extremely useful B2B tool for the company’s field representatives.

“The goal was to consolidate product information into one, easy-to-use-tool,” Coleman said. “It was first launched with our Proxes 4 Plus and now features 17 products. It’s a tool that can be used in sales meetings, in employee training, on the showroom floor and at events, including the SEMA Show. The sizes and specs data is pulled from our website, which is updated regularly so our sales department and dealers will always have the latest information at their fingertips. This is the first time all Toyo product information is together in one tool for our sales department and dealers.”

In terms of audience for an app, it’s perfectly okay to think small, said David Kennedy, publisher of Source Interlink Media’s Custom Truck Group. The group’s Diesel Power magazine recently turned to Source Interlink Media’s internal app developers to create a niche diesel-fuel finder that helps to extend the publication’s brand beyond its core business of editorial and advertising.

	Source Interlink Media’s Diesel Power magazine recently turned to the company’s internal app developers to create a niche diesel fuel finder that helps to extend the publication’s brand beyond its core business of editorial and advertising. Users can find diesel fuel stations anywhere in the United States where they happen to be. This is a convenient tool, because many times diesel is not as commonly available as gasoline.

“The app itself is basically utilityware,” Kennedy explained. “Users can find diesel-fuel stations anywhere in the United States where they happen to be. We thought this would be a convenient tool, because many times diesel is not as commonly available as gasoline. So leveraging a Google map with our architecture, users can enter their location and find retail facilities that sell diesel fuel in their area. Then, to make the tool more useful, we gave it a functionality to allow it to plot a route so that you could know where diesel-fuel locations might be along your way—say a 100- to a 1,000-mile drive—and be able to plan your trip accordingly.”

Currently the app is iPhone-based but will also work on the iPad, with an Android version also set to debut soon. (Of course, depending upon a vehicle’s connectivity, the functionality from the mobile device can be extended to an in-dash command system.)

“A diesel fuel finder app like this is clearly only for people with diesel vehicles—obviously not the majority of the United States—but it becomes a tool for our audience with their own wants, needs and desires,” Kennedy said. “It puts us in a unique position to be able to develop utility products and platforms that go beyond the usual ways we’ve been reaching our audience.”

Kennedy believes that, with some brainstorming, other specialty-equipment businesses could easily follow suit.

The point is to leverage a company’s knowledge of its own specific marketplace with branded apps that are useful to its niche consumers. A good question to ask is, what is the broadest type of app that you can create to engage your limited audience?

“You want to brand an application that’s useful and makes your audience return to it, perhaps on a daily basis,” Kennedy said. “Think of it in terms of a frequently asked questions page. What is the question that your customer asks on a daily basis? What are the common needs of both your current customer and a possible customer in your category? Regardless of whether you’re a carburetor company, a shock-absorber company or an exhaust company, start with the core questions or customer interactions that repeat over and over again.”

Obviously, most businesses will lack an internal app-development squad. As with all things digital, a company should resist the temptation to turn to amateur developers—especially those without a solid business or marketing background. Moreover, said the experts, it’s a company’s inside knowledge of its core business, operations and consumers that should drive any app-development process.

No matter whom you call upon to help you develop an app, the mature approach will be about real solutions, not gimmicks or flashy marketing. Whether aimed at your own employees or a wider consumer audience, seeing apps as the true utilities they are will greatly further your business.

Emerging Media at Source Interlink Media

	Further Background Reading SEMA News previously offered an overview of applications and their development in our story “App Crazy” (SEMA News March 2012, p. 96.) The article addressed the diversity of industry apps, from branded entertainment offerings and OBD-II-related products to mobile apps developed specifically for differing automotive platforms.

According to Michael Beller, Source Interlink Media is so convinced of the power of apps and related emerging media that it has built an entire department alongside its traditional print enterprise to address high-tech digital solutions for itself and clients. As part of that effort, the publishing house acquired Mind Over Eye, a CGI animation house specializing in 3-D modeling and related technologies. In addition, it combines a full range of creative services from design print ads to logos with its Media Works section—an internal unit that can specifically work on emerging media products both for Source Interlink Media’s own brands and for those of its clients.

“Within the team here we have coders, engineers, designers, product developers—we really have an end-to-end internal solution, which is very unusual for any publisher,” he said. “The unique position we’re in is the relationships we have with a lot of our clients. In the past, they’ve been largely advertisers. It’s a natural extension to offer these services directly to them.”

Beller sees this plethora of emerging media services as a sort of modern extension of the traditional custom publishing concept. While not a marketing company or an agency per se, Source Interlink Media strives to bring a special expertise to app development for clients.

“Because we work closely with aftermarket companies, we understand all their different verticals,” Beller said. “Everybody here lives and breathes that stuff.”

SEMA News—October 2012

EVENTS
By Mike Imlay

SEMA Leadership Summit

Themes of Service and Collaboration Mark Annual Industry Gathering

	SEMA’s annual Leadership Summit program included meetings that addressed a host of vital issues facing the association and the specialty-equipment industry at large.
	SEMA council leaders took a brief time out from their busy schedule to pose for a group photo. The leadership gathering took place July 25–27, at the Sheraton Fairplex Hotel & Conference Center in Pomona, California.

Since its inception, the automotive specialty-equipment industry has relied on the dedication and passion of countless business-minded individuals for its success. As the industry’s premier trade association, SEMA has long celebrated the spirit of volunteerism that prompts many of these individuals to give back. In fact, the association depends on such volunteerism for its very existence—its Board of Directors and council leadership are composed entirely of aftermarket professionals who donate their own time and talents to advance the industry’s goals. To support and recognize these leaders, SEMA again presented its annual Leadership Summit program July 25–27, at the Sheraton Fairplex Conference Center in Pomona, California. The following are some highlights from the three-day industry gathering.

Sitting Down to Business

Starting Wednesday, July 25, the program saw a series of high-level meetings of both the SEMA Board of Directors and council chairmen and chairmen-elect in the 15th Annual Council Leadership Summit. According to Nathan Ridnouer, SEMA vice president of councils and membership, “The purpose of the Summit was really threefold. First, it was to provide some training for our volunteer leaders. The second goal was to identify opportunities for collaboration among our 10 councils. The third goal was to create an atmosphere for open and honest dialogue and really hear from the 20 council chairs and chairs-elect gathered in one room. This is really the only opportunity each year where these 20 volunteers are able to meet in person and discuss issues of critical importance to the industry.”

Michael Daigneault of Quantum Governance facilitated the volunteer training segment of the gathering. Council Summit discussions also addressed a wide array of industry concerns, including youth engagement and marketing, the value of consumer marketing, increased charitable work through the SEMA Cares philanthropic initiatives and such legislative issues as counterfeit and knock-off products as well as taxation. In addition, council leaders spent time with the Board of Directors to improve communications between the two leadership bodies.

“While there never seems to be enough time for the two groups to meet, some extremely good dialogue took place,” said SEMA President and CEO Chris Kersting. “The Board presented proposals to the group regarding how the councils would be more engaged in the strategic planning process and a solution for improved communication and collaboration between the councils and Board. Through this discussion, the group refocused its meeting to come together as a leadership body for the purpose of identifying top challenges for all 10 councils. The end result was incredibly positive.”

Racing for a Cause

	The ever-popular SEMA Pinewood Drag Races—Presented by eBay Motors featured hundreds of pinewood cars constructed primarily by the children of Childhelp and Victory Junction Camp.

As they have since 2007, the popular SEMA Pinewood Drag Races, Presented by eBay Motors, added a fun, philanthropic element to the pre-banquet festivities on Friday, July 27. An effort of SEMA Cares, the races offer industry professionals and enthusiasts the chance to raise funds for Childhelp and Victory Junction Camp, two children’s charities. The racing featured hundreds of pinewood cars constructed primarily by the children of these two organizations and sponsored by SEMA-member companies.

Founded in 1959, Childhelp is a leading national nonprofit dedicated to helping victims of child abuse and neglect. The charity handles about 175,000 calls to its hotline every year and is helping approximately 7,000 children through its advocacy centers and California and Virginia villages. Meanwhile, the Victory Junction Camp seeks to enrich the lives of children suffering from chronic medical conditions or serious illnesses through life-changing camping experiences in a safe and medically sound environment. Victory Junction is set in 72 acres in the Piedmont Triad of North Carolina and has a racing theme, with the sights, sounds, look and feel of a racetrack.

The annual drag races include three principal vehicle classes: Stock, Modified and Unlimited. There is also a Build It for Me/Sponsor a Child category, where a child from Childhelp or Victory Junction Camp builds a car and a member-company representative races it on the child’s behalf.

In addition, the Hot Rod Industry Alliance (HRIA) Builders Race brought a special design flair to the competition, with 21 of the nation’s best hot-rod and custom-car builders putting their skills to the test in miniature, each creating a one-of-a-kind pinewood car for the event. Now that the cars have been raced, they will be on display from October 30–November 2 at the 2012 SEMA Show in Las Vegas and placed on eBay for auction through November 8. All proceeds from their auction will go directly to Childhelp and the Victory Junction Camp.

The final heat for this year’s Pinewood Drag Races was the Council Cup Challenge, which pitted SEMA-member company representatives on SEMA’s 10 councils and committees against one another for council honors. This time around, the Weathers Auto Supply Pinewood Truck sponsored by the Truck and Off-Road Alliance (TORA) took the cup. It was represented trackside by George Lathouris, TORA chairman.

“These races are always an exciting highlight to our banquet day,” said SEMA Vice President of Communications and Events Peter MacGillivray. “Not only do we thank everyone who participated, but we also extend a very special thank you to our title sponsor, eBay Motors. SEMA Cares is a wonderful example of how people in this industry are able to selflessly work together to help better the lives of others.”

Official Pinewood Race Results

	Cars crafted especially for the HRIA Builders Race added a distinctive flair to the Pinewood Drag Races. They will next be displayed at the 2012 SEMA Show and then auctioned on eBay to benefit Childhelp and Victory Junction Camp.

Build It for Me Class
Winner: AJ Kuck, Transfer Flow
2nd Place: Kim Ziebell, Bushwacker
3rd Place: Mandi Woodell, Weathers Auto Supply

Stock Class
Winner: Nate and Tom Gattuso, SEMA
2nd Place: SBN Built and Sponsored
3rd Place: Travis and Janette White Built With Childhelp Children, Rampage Products

Modified Class
Winner: Eric Saltrick, Matt Agosta, Steel Rubber
2nd Place: Nicholas Hoffend, Freeman Company
3rd Place: Chuck Schwartz, ConvExx

Unlimited Class
Winner: John Menzler, Competition Cams
2nd Place: Russell Stephens, MSD Ignition
3rd Place: Nicholas Hoffend, Freeman Co.

Council Cup Challenge
Weathers Auto Supply Pinewood Truck, sponsored by TORA and represented trackside by George Lathouris, TORA Council Chairman

HRIA Builder’s Race
Derek White, Street Visions

The Industry Celebrates

More than 450 members of the automotive specialty-equipment industry attended the annual SEMA Installation Banquet & Gala Fundraiser at the Sheraton Fairplex Hotel & Conference Center in Pomona, California, on Friday, July 27. The gathering thanked departing SEMA Board of Directors members for their services, recognized new members and honored 2012 SEMA Hall of Fame inductees Nick Arias Jr., Bill France Sr., Mark Heffington and Bob Larivee Sr.

A reception at the Pomona venue launched the evening’s festivities. Emcee Dave McClelland hosted, while SEMA Chairman of the Board Paul “Scooter” Brothers provided the opening remarks, welcoming attendees to the event.

SEMA Chairman Paul “Scooter” Brothers of COMP Performance Group advised attendees to prepare for a year of soon-to-be-disclosed association initiatives designed to take the industry in exciting new directions

Comedian and self-professed “car guy” Christopher Titus offered a sneak peek of the laugh routine he plans for the upcoming 2012 SEMA Show Banquet in Las Vegas.

More than 450 members of the automotive specialty-equipment industry attended the annual SEMA Installation Banquet & Gala Fundraiser at the Sheraton Fairplex on Friday, July 27.

The newly elected members to the SEMA Board of Directors include Russell Stephens, president of MSD Performance, and Nick Gramelspacher, national sales manager of Meyer Distributing. Outgoing Board members Ron Funfar of Hedman Performance Group, Adrian Murray of Painless Performance, John Iannotte of NA Williams Co., Ed Orzetti of Keystone Automotive Operations, Bob Moore of J&B Service, Chris Thomson of Airaid Filter Co. and Tim Watts of Superlift Suspension Systems were recognized for their substantial contributions to the industry.

During the banquet, renowned comedian Christopher Titus—a self-professed “car guy”—gave the crowd a sneak peek of what to expect when he headlines the 2012 SEMA Show Banquet in Las Vegas, bringing the room to sustained laughter.

SEMA President and CEO Chris Kersting remarked on the spirit of innovation, service and leadership at the heart of the specialty-equipment industry.

Comedian and self-professed “car guy” Christopher Titus offered a sneak peek of the laugh routine he plans for the upcoming 2012 SEMA Show Banquet in Las Vegas.

Kersting, Rollins and Brothers also welcomed Nick Gramelspacher (second from right) of Meyer Distributing as a newly elected Board member.

“It was great to recognize our new Hall of Fame inductees, Nick Arias Jr., Bill France Sr., Mark Heffington and Bob Larivee Sr.,” said Kersting. “Whether building the world’s appetite for all things automotive through media, spectacular hot rods or growing the industry through its trade association, these inductees exemplify contributions at a world-class level. Also, I’m grateful for the contributions of our outgoing Board members and look forward to working with the new Board members. Their unique backgrounds and experiences will continue guiding the industry to grow and prosper.” 

SEMA News—October 2012

EVENTS
By Mike Imlay

SEMA Leadership Summit

Themes of Service and Collaboration Mark Annual Industry Gathering

	SEMA’s annual Leadership Summit program included meetings that addressed a host of vital issues facing the association and the specialty-equipment industry at large.
	SEMA council leaders took a brief time out from their busy schedule to pose for a group photo. The leadership gathering took place July 25–27, at the Sheraton Fairplex Hotel & Conference Center in Pomona, California.

Since its inception, the automotive specialty-equipment industry has relied on the dedication and passion of countless business-minded individuals for its success. As the industry’s premier trade association, SEMA has long celebrated the spirit of volunteerism that prompts many of these individuals to give back. In fact, the association depends on such volunteerism for its very existence—its Board of Directors and council leadership are composed entirely of aftermarket professionals who donate their own time and talents to advance the industry’s goals. To support and recognize these leaders, SEMA again presented its annual Leadership Summit program July 25–27, at the Sheraton Fairplex Conference Center in Pomona, California. The following are some highlights from the three-day industry gathering.

Sitting Down to Business

Starting Wednesday, July 25, the program saw a series of high-level meetings of both the SEMA Board of Directors and council chairmen and chairmen-elect in the 15th Annual Council Leadership Summit. According to Nathan Ridnouer, SEMA vice president of councils and membership, “The purpose of the Summit was really threefold. First, it was to provide some training for our volunteer leaders. The second goal was to identify opportunities for collaboration among our 10 councils. The third goal was to create an atmosphere for open and honest dialogue and really hear from the 20 council chairs and chairs-elect gathered in one room. This is really the only opportunity each year where these 20 volunteers are able to meet in person and discuss issues of critical importance to the industry.”

Michael Daigneault of Quantum Governance facilitated the volunteer training segment of the gathering. Council Summit discussions also addressed a wide array of industry concerns, including youth engagement and marketing, the value of consumer marketing, increased charitable work through the SEMA Cares philanthropic initiatives and such legislative issues as counterfeit and knock-off products as well as taxation. In addition, council leaders spent time with the Board of Directors to improve communications between the two leadership bodies.

“While there never seems to be enough time for the two groups to meet, some extremely good dialogue took place,” said SEMA President and CEO Chris Kersting. “The Board presented proposals to the group regarding how the councils would be more engaged in the strategic planning process and a solution for improved communication and collaboration between the councils and Board. Through this discussion, the group refocused its meeting to come together as a leadership body for the purpose of identifying top challenges for all 10 councils. The end result was incredibly positive.”

Racing for a Cause

	The ever-popular SEMA Pinewood Drag Races—Presented by eBay Motors featured hundreds of pinewood cars constructed primarily by the children of Childhelp and Victory Junction Camp.

As they have since 2007, the popular SEMA Pinewood Drag Races, Presented by eBay Motors, added a fun, philanthropic element to the pre-banquet festivities on Friday, July 27. An effort of SEMA Cares, the races offer industry professionals and enthusiasts the chance to raise funds for Childhelp and Victory Junction Camp, two children’s charities. The racing featured hundreds of pinewood cars constructed primarily by the children of these two organizations and sponsored by SEMA-member companies.

Founded in 1959, Childhelp is a leading national nonprofit dedicated to helping victims of child abuse and neglect. The charity handles about 175,000 calls to its hotline every year and is helping approximately 7,000 children through its advocacy centers and California and Virginia villages. Meanwhile, the Victory Junction Camp seeks to enrich the lives of children suffering from chronic medical conditions or serious illnesses through life-changing camping experiences in a safe and medically sound environment. Victory Junction is set in 72 acres in the Piedmont Triad of North Carolina and has a racing theme, with the sights, sounds, look and feel of a racetrack.

The annual drag races include three principal vehicle classes: Stock, Modified and Unlimited. There is also a Build It for Me/Sponsor a Child category, where a child from Childhelp or Victory Junction Camp builds a car and a member-company representative races it on the child’s behalf.

In addition, the Hot Rod Industry Alliance (HRIA) Builders Race brought a special design flair to the competition, with 21 of the nation’s best hot-rod and custom-car builders putting their skills to the test in miniature, each creating a one-of-a-kind pinewood car for the event. Now that the cars have been raced, they will be on display from October 30–November 2 at the 2012 SEMA Show in Las Vegas and placed on eBay for auction through November 8. All proceeds from their auction will go directly to Childhelp and the Victory Junction Camp.

The final heat for this year’s Pinewood Drag Races was the Council Cup Challenge, which pitted SEMA-member company representatives on SEMA’s 10 councils and committees against one another for council honors. This time around, the Weathers Auto Supply Pinewood Truck sponsored by the Truck and Off-Road Alliance (TORA) took the cup. It was represented trackside by George Lathouris, TORA chairman.

“These races are always an exciting highlight to our banquet day,” said SEMA Vice President of Communications and Events Peter MacGillivray. “Not only do we thank everyone who participated, but we also extend a very special thank you to our title sponsor, eBay Motors. SEMA Cares is a wonderful example of how people in this industry are able to selflessly work together to help better the lives of others.”

Official Pinewood Race Results

	Cars crafted especially for the HRIA Builders Race added a distinctive flair to the Pinewood Drag Races. They will next be displayed at the 2012 SEMA Show and then auctioned on eBay to benefit Childhelp and Victory Junction Camp.

Build It for Me Class
Winner: AJ Kuck, Transfer Flow
2nd Place: Kim Ziebell, Bushwacker
3rd Place: Mandi Woodell, Weathers Auto Supply

Stock Class
Winner: Nate and Tom Gattuso, SEMA
2nd Place: SBN Built and Sponsored
3rd Place: Travis and Janette White Built With Childhelp Children, Rampage Products

Modified Class
Winner: Eric Saltrick, Matt Agosta, Steel Rubber
2nd Place: Nicholas Hoffend, Freeman Company
3rd Place: Chuck Schwartz, ConvExx

Unlimited Class
Winner: John Menzler, Competition Cams
2nd Place: Russell Stephens, MSD Ignition
3rd Place: Nicholas Hoffend, Freeman Co.

Council Cup Challenge
Weathers Auto Supply Pinewood Truck, sponsored by TORA and represented trackside by George Lathouris, TORA Council Chairman

HRIA Builder’s Race
Derek White, Street Visions

The Industry Celebrates

More than 450 members of the automotive specialty-equipment industry attended the annual SEMA Installation Banquet & Gala Fundraiser at the Sheraton Fairplex Hotel & Conference Center in Pomona, California, on Friday, July 27. The gathering thanked departing SEMA Board of Directors members for their services, recognized new members and honored 2012 SEMA Hall of Fame inductees Nick Arias Jr., Bill France Sr., Mark Heffington and Bob Larivee Sr.

A reception at the Pomona venue launched the evening’s festivities. Emcee Dave McClelland hosted, while SEMA Chairman of the Board Paul “Scooter” Brothers provided the opening remarks, welcoming attendees to the event.

SEMA Chairman Paul “Scooter” Brothers of COMP Performance Group advised attendees to prepare for a year of soon-to-be-disclosed association initiatives designed to take the industry in exciting new directions

Comedian and self-professed “car guy” Christopher Titus offered a sneak peek of the laugh routine he plans for the upcoming 2012 SEMA Show Banquet in Las Vegas.

More than 450 members of the automotive specialty-equipment industry attended the annual SEMA Installation Banquet & Gala Fundraiser at the Sheraton Fairplex on Friday, July 27.

The newly elected members to the SEMA Board of Directors include Russell Stephens, president of MSD Performance, and Nick Gramelspacher, national sales manager of Meyer Distributing. Outgoing Board members Ron Funfar of Hedman Performance Group, Adrian Murray of Painless Performance, John Iannotte of NA Williams Co., Ed Orzetti of Keystone Automotive Operations, Bob Moore of J&B Service, Chris Thomson of Airaid Filter Co. and Tim Watts of Superlift Suspension Systems were recognized for their substantial contributions to the industry.

During the banquet, renowned comedian Christopher Titus—a self-professed “car guy”—gave the crowd a sneak peek of what to expect when he headlines the 2012 SEMA Show Banquet in Las Vegas, bringing the room to sustained laughter.

SEMA President and CEO Chris Kersting remarked on the spirit of innovation, service and leadership at the heart of the specialty-equipment industry.

Comedian and self-professed “car guy” Christopher Titus offered a sneak peek of the laugh routine he plans for the upcoming 2012 SEMA Show Banquet in Las Vegas.

Kersting, Rollins and Brothers also welcomed Nick Gramelspacher (second from right) of Meyer Distributing as a newly elected Board member.

“It was great to recognize our new Hall of Fame inductees, Nick Arias Jr., Bill France Sr., Mark Heffington and Bob Larivee Sr.,” said Kersting. “Whether building the world’s appetite for all things automotive through media, spectacular hot rods or growing the industry through its trade association, these inductees exemplify contributions at a world-class level. Also, I’m grateful for the contributions of our outgoing Board members and look forward to working with the new Board members. Their unique backgrounds and experiences will continue guiding the industry to grow and prosper.” 

SEMA News—October 2012

EVENTS
By Mike Imlay

SEMA Leadership Summit

Themes of Service and Collaboration Mark Annual Industry Gathering

	SEMA’s annual Leadership Summit program included meetings that addressed a host of vital issues facing the association and the specialty-equipment industry at large.
	SEMA council leaders took a brief time out from their busy schedule to pose for a group photo. The leadership gathering took place July 25–27, at the Sheraton Fairplex Hotel & Conference Center in Pomona, California.

Since its inception, the automotive specialty-equipment industry has relied on the dedication and passion of countless business-minded individuals for its success. As the industry’s premier trade association, SEMA has long celebrated the spirit of volunteerism that prompts many of these individuals to give back. In fact, the association depends on such volunteerism for its very existence—its Board of Directors and council leadership are composed entirely of aftermarket professionals who donate their own time and talents to advance the industry’s goals. To support and recognize these leaders, SEMA again presented its annual Leadership Summit program July 25–27, at the Sheraton Fairplex Conference Center in Pomona, California. The following are some highlights from the three-day industry gathering.

Sitting Down to Business

Starting Wednesday, July 25, the program saw a series of high-level meetings of both the SEMA Board of Directors and council chairmen and chairmen-elect in the 15th Annual Council Leadership Summit. According to Nathan Ridnouer, SEMA vice president of councils and membership, “The purpose of the Summit was really threefold. First, it was to provide some training for our volunteer leaders. The second goal was to identify opportunities for collaboration among our 10 councils. The third goal was to create an atmosphere for open and honest dialogue and really hear from the 20 council chairs and chairs-elect gathered in one room. This is really the only opportunity each year where these 20 volunteers are able to meet in person and discuss issues of critical importance to the industry.”

Michael Daigneault of Quantum Governance facilitated the volunteer training segment of the gathering. Council Summit discussions also addressed a wide array of industry concerns, including youth engagement and marketing, the value of consumer marketing, increased charitable work through the SEMA Cares philanthropic initiatives and such legislative issues as counterfeit and knock-off products as well as taxation. In addition, council leaders spent time with the Board of Directors to improve communications between the two leadership bodies.

“While there never seems to be enough time for the two groups to meet, some extremely good dialogue took place,” said SEMA President and CEO Chris Kersting. “The Board presented proposals to the group regarding how the councils would be more engaged in the strategic planning process and a solution for improved communication and collaboration between the councils and Board. Through this discussion, the group refocused its meeting to come together as a leadership body for the purpose of identifying top challenges for all 10 councils. The end result was incredibly positive.”

Racing for a Cause

	The ever-popular SEMA Pinewood Drag Races—Presented by eBay Motors featured hundreds of pinewood cars constructed primarily by the children of Childhelp and Victory Junction Camp.

As they have since 2007, the popular SEMA Pinewood Drag Races, Presented by eBay Motors, added a fun, philanthropic element to the pre-banquet festivities on Friday, July 27. An effort of SEMA Cares, the races offer industry professionals and enthusiasts the chance to raise funds for Childhelp and Victory Junction Camp, two children’s charities. The racing featured hundreds of pinewood cars constructed primarily by the children of these two organizations and sponsored by SEMA-member companies.

Founded in 1959, Childhelp is a leading national nonprofit dedicated to helping victims of child abuse and neglect. The charity handles about 175,000 calls to its hotline every year and is helping approximately 7,000 children through its advocacy centers and California and Virginia villages. Meanwhile, the Victory Junction Camp seeks to enrich the lives of children suffering from chronic medical conditions or serious illnesses through life-changing camping experiences in a safe and medically sound environment. Victory Junction is set in 72 acres in the Piedmont Triad of North Carolina and has a racing theme, with the sights, sounds, look and feel of a racetrack.

The annual drag races include three principal vehicle classes: Stock, Modified and Unlimited. There is also a Build It for Me/Sponsor a Child category, where a child from Childhelp or Victory Junction Camp builds a car and a member-company representative races it on the child’s behalf.

In addition, the Hot Rod Industry Alliance (HRIA) Builders Race brought a special design flair to the competition, with 21 of the nation’s best hot-rod and custom-car builders putting their skills to the test in miniature, each creating a one-of-a-kind pinewood car for the event. Now that the cars have been raced, they will be on display from October 30–November 2 at the 2012 SEMA Show in Las Vegas and placed on eBay for auction through November 8. All proceeds from their auction will go directly to Childhelp and the Victory Junction Camp.

The final heat for this year’s Pinewood Drag Races was the Council Cup Challenge, which pitted SEMA-member company representatives on SEMA’s 10 councils and committees against one another for council honors. This time around, the Weathers Auto Supply Pinewood Truck sponsored by the Truck and Off-Road Alliance (TORA) took the cup. It was represented trackside by George Lathouris, TORA chairman.

“These races are always an exciting highlight to our banquet day,” said SEMA Vice President of Communications and Events Peter MacGillivray. “Not only do we thank everyone who participated, but we also extend a very special thank you to our title sponsor, eBay Motors. SEMA Cares is a wonderful example of how people in this industry are able to selflessly work together to help better the lives of others.”

Official Pinewood Race Results

	Cars crafted especially for the HRIA Builders Race added a distinctive flair to the Pinewood Drag Races. They will next be displayed at the 2012 SEMA Show and then auctioned on eBay to benefit Childhelp and Victory Junction Camp.

Build It for Me Class
Winner: AJ Kuck, Transfer Flow
2nd Place: Kim Ziebell, Bushwacker
3rd Place: Mandi Woodell, Weathers Auto Supply

Stock Class
Winner: Nate and Tom Gattuso, SEMA
2nd Place: SBN Built and Sponsored
3rd Place: Travis and Janette White Built With Childhelp Children, Rampage Products

Modified Class
Winner: Eric Saltrick, Matt Agosta, Steel Rubber
2nd Place: Nicholas Hoffend, Freeman Company
3rd Place: Chuck Schwartz, ConvExx

Unlimited Class
Winner: John Menzler, Competition Cams
2nd Place: Russell Stephens, MSD Ignition
3rd Place: Nicholas Hoffend, Freeman Co.

Council Cup Challenge
Weathers Auto Supply Pinewood Truck, sponsored by TORA and represented trackside by George Lathouris, TORA Council Chairman

HRIA Builder’s Race
Derek White, Street Visions

The Industry Celebrates

More than 450 members of the automotive specialty-equipment industry attended the annual SEMA Installation Banquet & Gala Fundraiser at the Sheraton Fairplex Hotel & Conference Center in Pomona, California, on Friday, July 27. The gathering thanked departing SEMA Board of Directors members for their services, recognized new members and honored 2012 SEMA Hall of Fame inductees Nick Arias Jr., Bill France Sr., Mark Heffington and Bob Larivee Sr.

A reception at the Pomona venue launched the evening’s festivities. Emcee Dave McClelland hosted, while SEMA Chairman of the Board Paul “Scooter” Brothers provided the opening remarks, welcoming attendees to the event.

SEMA Chairman Paul “Scooter” Brothers of COMP Performance Group advised attendees to prepare for a year of soon-to-be-disclosed association initiatives designed to take the industry in exciting new directions

Comedian and self-professed “car guy” Christopher Titus offered a sneak peek of the laugh routine he plans for the upcoming 2012 SEMA Show Banquet in Las Vegas.

More than 450 members of the automotive specialty-equipment industry attended the annual SEMA Installation Banquet & Gala Fundraiser at the Sheraton Fairplex on Friday, July 27.

The newly elected members to the SEMA Board of Directors include Russell Stephens, president of MSD Performance, and Nick Gramelspacher, national sales manager of Meyer Distributing. Outgoing Board members Ron Funfar of Hedman Performance Group, Adrian Murray of Painless Performance, John Iannotte of NA Williams Co., Ed Orzetti of Keystone Automotive Operations, Bob Moore of J&B Service, Chris Thomson of Airaid Filter Co. and Tim Watts of Superlift Suspension Systems were recognized for their substantial contributions to the industry.

During the banquet, renowned comedian Christopher Titus—a self-professed “car guy”—gave the crowd a sneak peek of what to expect when he headlines the 2012 SEMA Show Banquet in Las Vegas, bringing the room to sustained laughter.

SEMA President and CEO Chris Kersting remarked on the spirit of innovation, service and leadership at the heart of the specialty-equipment industry.

Comedian and self-professed “car guy” Christopher Titus offered a sneak peek of the laugh routine he plans for the upcoming 2012 SEMA Show Banquet in Las Vegas.

Kersting, Rollins and Brothers also welcomed Nick Gramelspacher (second from right) of Meyer Distributing as a newly elected Board member.

“It was great to recognize our new Hall of Fame inductees, Nick Arias Jr., Bill France Sr., Mark Heffington and Bob Larivee Sr.,” said Kersting. “Whether building the world’s appetite for all things automotive through media, spectacular hot rods or growing the industry through its trade association, these inductees exemplify contributions at a world-class level. Also, I’m grateful for the contributions of our outgoing Board members and look forward to working with the new Board members. Their unique backgrounds and experiences will continue guiding the industry to grow and prosper.” 

SEMA News—October 2012

EVENTS
By Mike Imlay

SEMA Leadership Summit

Themes of Service and Collaboration Mark Annual Industry Gathering

	SEMA’s annual Leadership Summit program included meetings that addressed a host of vital issues facing the association and the specialty-equipment industry at large.
	SEMA council leaders took a brief time out from their busy schedule to pose for a group photo. The leadership gathering took place July 25–27, at the Sheraton Fairplex Hotel & Conference Center in Pomona, California.

Since its inception, the automotive specialty-equipment industry has relied on the dedication and passion of countless business-minded individuals for its success. As the industry’s premier trade association, SEMA has long celebrated the spirit of volunteerism that prompts many of these individuals to give back. In fact, the association depends on such volunteerism for its very existence—its Board of Directors and council leadership are composed entirely of aftermarket professionals who donate their own time and talents to advance the industry’s goals. To support and recognize these leaders, SEMA again presented its annual Leadership Summit program July 25–27, at the Sheraton Fairplex Conference Center in Pomona, California. The following are some highlights from the three-day industry gathering.

Sitting Down to Business

Starting Wednesday, July 25, the program saw a series of high-level meetings of both the SEMA Board of Directors and council chairmen and chairmen-elect in the 15th Annual Council Leadership Summit. According to Nathan Ridnouer, SEMA vice president of councils and membership, “The purpose of the Summit was really threefold. First, it was to provide some training for our volunteer leaders. The second goal was to identify opportunities for collaboration among our 10 councils. The third goal was to create an atmosphere for open and honest dialogue and really hear from the 20 council chairs and chairs-elect gathered in one room. This is really the only opportunity each year where these 20 volunteers are able to meet in person and discuss issues of critical importance to the industry.”

Michael Daigneault of Quantum Governance facilitated the volunteer training segment of the gathering. Council Summit discussions also addressed a wide array of industry concerns, including youth engagement and marketing, the value of consumer marketing, increased charitable work through the SEMA Cares philanthropic initiatives and such legislative issues as counterfeit and knock-off products as well as taxation. In addition, council leaders spent time with the Board of Directors to improve communications between the two leadership bodies.

“While there never seems to be enough time for the two groups to meet, some extremely good dialogue took place,” said SEMA President and CEO Chris Kersting. “The Board presented proposals to the group regarding how the councils would be more engaged in the strategic planning process and a solution for improved communication and collaboration between the councils and Board. Through this discussion, the group refocused its meeting to come together as a leadership body for the purpose of identifying top challenges for all 10 councils. The end result was incredibly positive.”

Racing for a Cause

	The ever-popular SEMA Pinewood Drag Races—Presented by eBay Motors featured hundreds of pinewood cars constructed primarily by the children of Childhelp and Victory Junction Camp.

As they have since 2007, the popular SEMA Pinewood Drag Races, Presented by eBay Motors, added a fun, philanthropic element to the pre-banquet festivities on Friday, July 27. An effort of SEMA Cares, the races offer industry professionals and enthusiasts the chance to raise funds for Childhelp and Victory Junction Camp, two children’s charities. The racing featured hundreds of pinewood cars constructed primarily by the children of these two organizations and sponsored by SEMA-member companies.

Founded in 1959, Childhelp is a leading national nonprofit dedicated to helping victims of child abuse and neglect. The charity handles about 175,000 calls to its hotline every year and is helping approximately 7,000 children through its advocacy centers and California and Virginia villages. Meanwhile, the Victory Junction Camp seeks to enrich the lives of children suffering from chronic medical conditions or serious illnesses through life-changing camping experiences in a safe and medically sound environment. Victory Junction is set in 72 acres in the Piedmont Triad of North Carolina and has a racing theme, with the sights, sounds, look and feel of a racetrack.

The annual drag races include three principal vehicle classes: Stock, Modified and Unlimited. There is also a Build It for Me/Sponsor a Child category, where a child from Childhelp or Victory Junction Camp builds a car and a member-company representative races it on the child’s behalf.

In addition, the Hot Rod Industry Alliance (HRIA) Builders Race brought a special design flair to the competition, with 21 of the nation’s best hot-rod and custom-car builders putting their skills to the test in miniature, each creating a one-of-a-kind pinewood car for the event. Now that the cars have been raced, they will be on display from October 30–November 2 at the 2012 SEMA Show in Las Vegas and placed on eBay for auction through November 8. All proceeds from their auction will go directly to Childhelp and the Victory Junction Camp.

The final heat for this year’s Pinewood Drag Races was the Council Cup Challenge, which pitted SEMA-member company representatives on SEMA’s 10 councils and committees against one another for council honors. This time around, the Weathers Auto Supply Pinewood Truck sponsored by the Truck and Off-Road Alliance (TORA) took the cup. It was represented trackside by George Lathouris, TORA chairman.

“These races are always an exciting highlight to our banquet day,” said SEMA Vice President of Communications and Events Peter MacGillivray. “Not only do we thank everyone who participated, but we also extend a very special thank you to our title sponsor, eBay Motors. SEMA Cares is a wonderful example of how people in this industry are able to selflessly work together to help better the lives of others.”

Official Pinewood Race Results

	Cars crafted especially for the HRIA Builders Race added a distinctive flair to the Pinewood Drag Races. They will next be displayed at the 2012 SEMA Show and then auctioned on eBay to benefit Childhelp and Victory Junction Camp.

Build It for Me Class
Winner: AJ Kuck, Transfer Flow
2nd Place: Kim Ziebell, Bushwacker
3rd Place: Mandi Woodell, Weathers Auto Supply

Stock Class
Winner: Nate and Tom Gattuso, SEMA
2nd Place: SBN Built and Sponsored
3rd Place: Travis and Janette White Built With Childhelp Children, Rampage Products

Modified Class
Winner: Eric Saltrick, Matt Agosta, Steel Rubber
2nd Place: Nicholas Hoffend, Freeman Company
3rd Place: Chuck Schwartz, ConvExx

Unlimited Class
Winner: John Menzler, Competition Cams
2nd Place: Russell Stephens, MSD Ignition
3rd Place: Nicholas Hoffend, Freeman Co.

Council Cup Challenge
Weathers Auto Supply Pinewood Truck, sponsored by TORA and represented trackside by George Lathouris, TORA Council Chairman

HRIA Builder’s Race
Derek White, Street Visions

The Industry Celebrates

More than 450 members of the automotive specialty-equipment industry attended the annual SEMA Installation Banquet & Gala Fundraiser at the Sheraton Fairplex Hotel & Conference Center in Pomona, California, on Friday, July 27. The gathering thanked departing SEMA Board of Directors members for their services, recognized new members and honored 2012 SEMA Hall of Fame inductees Nick Arias Jr., Bill France Sr., Mark Heffington and Bob Larivee Sr.

A reception at the Pomona venue launched the evening’s festivities. Emcee Dave McClelland hosted, while SEMA Chairman of the Board Paul “Scooter” Brothers provided the opening remarks, welcoming attendees to the event.

SEMA Chairman Paul “Scooter” Brothers of COMP Performance Group advised attendees to prepare for a year of soon-to-be-disclosed association initiatives designed to take the industry in exciting new directions

Comedian and self-professed “car guy” Christopher Titus offered a sneak peek of the laugh routine he plans for the upcoming 2012 SEMA Show Banquet in Las Vegas.

More than 450 members of the automotive specialty-equipment industry attended the annual SEMA Installation Banquet & Gala Fundraiser at the Sheraton Fairplex on Friday, July 27.

The newly elected members to the SEMA Board of Directors include Russell Stephens, president of MSD Performance, and Nick Gramelspacher, national sales manager of Meyer Distributing. Outgoing Board members Ron Funfar of Hedman Performance Group, Adrian Murray of Painless Performance, John Iannotte of NA Williams Co., Ed Orzetti of Keystone Automotive Operations, Bob Moore of J&B Service, Chris Thomson of Airaid Filter Co. and Tim Watts of Superlift Suspension Systems were recognized for their substantial contributions to the industry.

During the banquet, renowned comedian Christopher Titus—a self-professed “car guy”—gave the crowd a sneak peek of what to expect when he headlines the 2012 SEMA Show Banquet in Las Vegas, bringing the room to sustained laughter.

SEMA President and CEO Chris Kersting remarked on the spirit of innovation, service and leadership at the heart of the specialty-equipment industry.

Comedian and self-professed “car guy” Christopher Titus offered a sneak peek of the laugh routine he plans for the upcoming 2012 SEMA Show Banquet in Las Vegas.

Kersting, Rollins and Brothers also welcomed Nick Gramelspacher (second from right) of Meyer Distributing as a newly elected Board member.

“It was great to recognize our new Hall of Fame inductees, Nick Arias Jr., Bill France Sr., Mark Heffington and Bob Larivee Sr.,” said Kersting. “Whether building the world’s appetite for all things automotive through media, spectacular hot rods or growing the industry through its trade association, these inductees exemplify contributions at a world-class level. Also, I’m grateful for the contributions of our outgoing Board members and look forward to working with the new Board members. Their unique backgrounds and experiences will continue guiding the industry to grow and prosper.” 

SEMA News—October 2012

EVENTS
By Mike Imlay

SEMA Leadership Summit

Themes of Service and Collaboration Mark Annual Industry Gathering

	SEMA’s annual Leadership Summit program included meetings that addressed a host of vital issues facing the association and the specialty-equipment industry at large.
	SEMA council leaders took a brief time out from their busy schedule to pose for a group photo. The leadership gathering took place July 25–27, at the Sheraton Fairplex Hotel & Conference Center in Pomona, California.

Since its inception, the automotive specialty-equipment industry has relied on the dedication and passion of countless business-minded individuals for its success. As the industry’s premier trade association, SEMA has long celebrated the spirit of volunteerism that prompts many of these individuals to give back. In fact, the association depends on such volunteerism for its very existence—its Board of Directors and council leadership are composed entirely of aftermarket professionals who donate their own time and talents to advance the industry’s goals. To support and recognize these leaders, SEMA again presented its annual Leadership Summit program July 25–27, at the Sheraton Fairplex Conference Center in Pomona, California. The following are some highlights from the three-day industry gathering.

Sitting Down to Business

Starting Wednesday, July 25, the program saw a series of high-level meetings of both the SEMA Board of Directors and council chairmen and chairmen-elect in the 15th Annual Council Leadership Summit. According to Nathan Ridnouer, SEMA vice president of councils and membership, “The purpose of the Summit was really threefold. First, it was to provide some training for our volunteer leaders. The second goal was to identify opportunities for collaboration among our 10 councils. The third goal was to create an atmosphere for open and honest dialogue and really hear from the 20 council chairs and chairs-elect gathered in one room. This is really the only opportunity each year where these 20 volunteers are able to meet in person and discuss issues of critical importance to the industry.”

Michael Daigneault of Quantum Governance facilitated the volunteer training segment of the gathering. Council Summit discussions also addressed a wide array of industry concerns, including youth engagement and marketing, the value of consumer marketing, increased charitable work through the SEMA Cares philanthropic initiatives and such legislative issues as counterfeit and knock-off products as well as taxation. In addition, council leaders spent time with the Board of Directors to improve communications between the two leadership bodies.

“While there never seems to be enough time for the two groups to meet, some extremely good dialogue took place,” said SEMA President and CEO Chris Kersting. “The Board presented proposals to the group regarding how the councils would be more engaged in the strategic planning process and a solution for improved communication and collaboration between the councils and Board. Through this discussion, the group refocused its meeting to come together as a leadership body for the purpose of identifying top challenges for all 10 councils. The end result was incredibly positive.”

Racing for a Cause

	The ever-popular SEMA Pinewood Drag Races—Presented by eBay Motors featured hundreds of pinewood cars constructed primarily by the children of Childhelp and Victory Junction Camp.

As they have since 2007, the popular SEMA Pinewood Drag Races, Presented by eBay Motors, added a fun, philanthropic element to the pre-banquet festivities on Friday, July 27. An effort of SEMA Cares, the races offer industry professionals and enthusiasts the chance to raise funds for Childhelp and Victory Junction Camp, two children’s charities. The racing featured hundreds of pinewood cars constructed primarily by the children of these two organizations and sponsored by SEMA-member companies.

Founded in 1959, Childhelp is a leading national nonprofit dedicated to helping victims of child abuse and neglect. The charity handles about 175,000 calls to its hotline every year and is helping approximately 7,000 children through its advocacy centers and California and Virginia villages. Meanwhile, the Victory Junction Camp seeks to enrich the lives of children suffering from chronic medical conditions or serious illnesses through life-changing camping experiences in a safe and medically sound environment. Victory Junction is set in 72 acres in the Piedmont Triad of North Carolina and has a racing theme, with the sights, sounds, look and feel of a racetrack.

The annual drag races include three principal vehicle classes: Stock, Modified and Unlimited. There is also a Build It for Me/Sponsor a Child category, where a child from Childhelp or Victory Junction Camp builds a car and a member-company representative races it on the child’s behalf.

In addition, the Hot Rod Industry Alliance (HRIA) Builders Race brought a special design flair to the competition, with 21 of the nation’s best hot-rod and custom-car builders putting their skills to the test in miniature, each creating a one-of-a-kind pinewood car for the event. Now that the cars have been raced, they will be on display from October 30–November 2 at the 2012 SEMA Show in Las Vegas and placed on eBay for auction through November 8. All proceeds from their auction will go directly to Childhelp and the Victory Junction Camp.

The final heat for this year’s Pinewood Drag Races was the Council Cup Challenge, which pitted SEMA-member company representatives on SEMA’s 10 councils and committees against one another for council honors. This time around, the Weathers Auto Supply Pinewood Truck sponsored by the Truck and Off-Road Alliance (TORA) took the cup. It was represented trackside by George Lathouris, TORA chairman.

“These races are always an exciting highlight to our banquet day,” said SEMA Vice President of Communications and Events Peter MacGillivray. “Not only do we thank everyone who participated, but we also extend a very special thank you to our title sponsor, eBay Motors. SEMA Cares is a wonderful example of how people in this industry are able to selflessly work together to help better the lives of others.”

Official Pinewood Race Results

	Cars crafted especially for the HRIA Builders Race added a distinctive flair to the Pinewood Drag Races. They will next be displayed at the 2012 SEMA Show and then auctioned on eBay to benefit Childhelp and Victory Junction Camp.

Build It for Me Class
Winner: AJ Kuck, Transfer Flow
2nd Place: Kim Ziebell, Bushwacker
3rd Place: Mandi Woodell, Weathers Auto Supply

Stock Class
Winner: Nate and Tom Gattuso, SEMA
2nd Place: SBN Built and Sponsored
3rd Place: Travis and Janette White Built With Childhelp Children, Rampage Products

Modified Class
Winner: Eric Saltrick, Matt Agosta, Steel Rubber
2nd Place: Nicholas Hoffend, Freeman Company
3rd Place: Chuck Schwartz, ConvExx

Unlimited Class
Winner: John Menzler, Competition Cams
2nd Place: Russell Stephens, MSD Ignition
3rd Place: Nicholas Hoffend, Freeman Co.

Council Cup Challenge
Weathers Auto Supply Pinewood Truck, sponsored by TORA and represented trackside by George Lathouris, TORA Council Chairman

HRIA Builder’s Race
Derek White, Street Visions

The Industry Celebrates

More than 450 members of the automotive specialty-equipment industry attended the annual SEMA Installation Banquet & Gala Fundraiser at the Sheraton Fairplex Hotel & Conference Center in Pomona, California, on Friday, July 27. The gathering thanked departing SEMA Board of Directors members for their services, recognized new members and honored 2012 SEMA Hall of Fame inductees Nick Arias Jr., Bill France Sr., Mark Heffington and Bob Larivee Sr.

A reception at the Pomona venue launched the evening’s festivities. Emcee Dave McClelland hosted, while SEMA Chairman of the Board Paul “Scooter” Brothers provided the opening remarks, welcoming attendees to the event.

SEMA Chairman Paul “Scooter” Brothers of COMP Performance Group advised attendees to prepare for a year of soon-to-be-disclosed association initiatives designed to take the industry in exciting new directions

Comedian and self-professed “car guy” Christopher Titus offered a sneak peek of the laugh routine he plans for the upcoming 2012 SEMA Show Banquet in Las Vegas.

More than 450 members of the automotive specialty-equipment industry attended the annual SEMA Installation Banquet & Gala Fundraiser at the Sheraton Fairplex on Friday, July 27.

The newly elected members to the SEMA Board of Directors include Russell Stephens, president of MSD Performance, and Nick Gramelspacher, national sales manager of Meyer Distributing. Outgoing Board members Ron Funfar of Hedman Performance Group, Adrian Murray of Painless Performance, John Iannotte of NA Williams Co., Ed Orzetti of Keystone Automotive Operations, Bob Moore of J&B Service, Chris Thomson of Airaid Filter Co. and Tim Watts of Superlift Suspension Systems were recognized for their substantial contributions to the industry.

During the banquet, renowned comedian Christopher Titus—a self-professed “car guy”—gave the crowd a sneak peek of what to expect when he headlines the 2012 SEMA Show Banquet in Las Vegas, bringing the room to sustained laughter.

SEMA President and CEO Chris Kersting remarked on the spirit of innovation, service and leadership at the heart of the specialty-equipment industry.

Comedian and self-professed “car guy” Christopher Titus offered a sneak peek of the laugh routine he plans for the upcoming 2012 SEMA Show Banquet in Las Vegas.

Kersting, Rollins and Brothers also welcomed Nick Gramelspacher (second from right) of Meyer Distributing as a newly elected Board member.

“It was great to recognize our new Hall of Fame inductees, Nick Arias Jr., Bill France Sr., Mark Heffington and Bob Larivee Sr.,” said Kersting. “Whether building the world’s appetite for all things automotive through media, spectacular hot rods or growing the industry through its trade association, these inductees exemplify contributions at a world-class level. Also, I’m grateful for the contributions of our outgoing Board members and look forward to working with the new Board members. Their unique backgrounds and experiences will continue guiding the industry to grow and prosper.”