The California Air Resources Board (CARB) adopted goals to reduce carbon dioxide (CO2) emissions and other greenhouse gases from cars and light trucks in 18 urban areas around the state. While the goals are nonbinding, local jurisdictions will need to demonstrate a likelihood of success in order to take advantage of other incentives, such as streamlined permitting for development projects.

The emissions-reduction goals cover the years 2020 to 2035. Many of the urban areas encompass towns, cities and counties in the state’s four largest regions, namely Los Angeles, San Diego, San Francisco and Sacramento. For these areas, CARB’s goals are to reduce CO2 emissions by 7% to 8% by 2020 and 13% to 16% by 2035. CARB set provisional goals of 5% for 2020 and 10% for 2035 for the San Joaquin Valley's eight planning areas.

For other urban areas, the targets vary widely, from zero to 6%. For more information, contact Steve McDonald at stevem@sema.org.

The California Air Resources Board (CARB) adopted goals to reduce carbon dioxide (CO2) emissions and other greenhouse gases from cars and light trucks in 18 urban areas around the state. While the goals are nonbinding, local jurisdictions will need to demonstrate a likelihood of success in order to take advantage of other incentives, such as streamlined permitting for development projects.

The emissions-reduction goals cover the years 2020 to 2035. Many of the urban areas encompass towns, cities and counties in the state’s four largest regions, namely Los Angeles, San Diego, San Francisco and Sacramento. For these areas, CARB’s goals are to reduce CO2 emissions by 7% to 8% by 2020 and 13% to 16% by 2035. CARB set provisional goals of 5% for 2020 and 10% for 2035 for the San Joaquin Valley's eight planning areas.

For other urban areas, the targets vary widely, from zero to 6%. For more information, contact Steve McDonald at stevem@sema.org.

	Click to view the 2010 SEMA Show Exhibitor Services Manual in its entirety

The 2010 SEMA Show is just four weeks away and deadlines are quickly approaching, which not only ensure services will be provided in a timely manner onsite, but also many contractors offer “early bird” or “advance rates” that can save you money if received by the published deadlines. To help streamline the process, below are some of the deadlines coming up in the next two weeks.

Freeman – Advance Rate Deadline – October 8

• Carpet and Cleaning Order
• Electrical Order
• Exhibit Accessories
• Exhibit Furnishings
• Hanging Truss, Chain Hoist, Lighting and Stagehand Labor
• Labor, Installation and Dismantle
• Material Handling Order Form
• Method of Payment Form
• Rental Exhibit Order
• Rigging Equipment Labor
• Special Signs and Graphics
• Target Time Changes
• Third Party Payment
• Utilities: Air/Water/Drain Order

SEMA Official Contractors – Advance Rate Deadline

October 8

• Copy/Printing Services (FedEx)
• Cable Order (Smart City)
• Security Guard Service (Cop & Protect)
• Telephone/Internet Order (Smart City)

October 15

• Audio/Visual (PRG)
• Computer Rental (PRG)

Important Promotional & Marketing Opportunities

October 8

• Feature Vehicle Display Application
• Members Lounge Conference Room Reservation
• New Products Awards Entry

October 11

• Exhibitor Registration Due (To Receive Badges in Mail) Domestic Mail, Fax or Online

October 15

• Exhibitor Product Training Programs
• Manufacturers Rep Matching Service
• Meeting/Function Space Reservation
• Project Vehicle Builders

	Exhibitors are encouraged to offer to host students in their booths and work with them to greet potential buyers, re-stock catalogs, handout marketing materials and learn more about their products and services.

With growing concerns about the next generation's perception of cars, SEMA has a tangible way the industry can extend a hand to college students attending the SEMA Show. "We feel it's critical to help students and companies in the aftermarket connect at the industry's leading trade show," said Jamie Eriksen, SEMA's education director. "Now more than ever, the industry needs to proactively engage the next generation and let them know 'We have a place for you here.' Many years ago we developed the SEMA Show Student Program for this express purpose."

One way the industry can connect with the 250 students attending the 2010 SEMA Show is to "host" a student at the Show. You may offer to host them in your booth and work with them to greet potential buyers, re-stock catalogs, handout marketing materials and learn more about your products and services. If you're in marketing or public relations, perhaps a student could spend a half-day at the Show observing how you interact with current and potential customers. If you are in the media, they can shadow you and understand how to approach and cover potential stories. The possibilities are endless. We have students anxious to learn. We need industry volunteers willing to provide opportunities.

If you are interested in helping, complete this form by Friday, October 8, 2010.

	Exhibitors are encouraged to offer to host students in their booths and work with them to greet potential buyers, re-stock catalogs, handout marketing materials and learn more about their products and services.

With growing concerns about the next generation's perception of cars, SEMA has a tangible way the industry can extend a hand to college students attending the SEMA Show. "We feel it's critical to help students and companies in the aftermarket connect at the industry's leading trade show," said Jamie Eriksen, SEMA's education director. "Now more than ever, the industry needs to proactively engage the next generation and let them know 'We have a place for you here.' Many years ago we developed the SEMA Show Student Program for this express purpose."

One way the industry can connect with the 250 students attending the 2010 SEMA Show is to "host" a student at the Show. You may offer to host them in your booth and work with them to greet potential buyers, re-stock catalogs, handout marketing materials and learn more about your products and services. If you're in marketing or public relations, perhaps a student could spend a half-day at the Show observing how you interact with current and potential customers. If you are in the media, they can shadow you and understand how to approach and cover potential stories. The possibilities are endless. We have students anxious to learn. We need industry volunteers willing to provide opportunities.

If you are interested in helping, complete this form by Friday, October 8, 2010.

	Register early for the 2010 SEMA Show to save $50.

Buyers: October 17 is the last day to register for the 2010 SEMA Show and save $50 on early-bird registration. Register now and pay just $25!

Don’t put it off! Register today, receive your Show badges early and cross one thing off your SEMA Show to-do list. Follow this link to register now!

The 2010 SEMA Show is scheduled for November 2–5 in Las Vegas. Follow this link for more information about registering for the Show as well as educational seminars, celebrity appearances and Las Vegas hotel accommodations.

	Register early for the 2010 SEMA Show to save $50.

Buyers: October 17 is the last day to register for the 2010 SEMA Show and save $50 on early-bird registration. Register now and pay just $25!

Don’t put it off! Register today, receive your Show badges early and cross one thing off your SEMA Show to-do list. Follow this link to register now!

The 2010 SEMA Show is scheduled for November 2–5 in Las Vegas. Follow this link for more information about registering for the Show as well as educational seminars, celebrity appearances and Las Vegas hotel accommodations.

Rather than drawing in huge amounts of traffic, pay-per-click focuses on targeting visitors. It brings in the exact type of customers you’re looking for—the people who will respond to what you have to offer them, according to Bryan Eisenberg, co-author of The Wall Street Journal, Businessweek, USA Today and The New York Times best-selling author.

There are more than 100 factors that can affect your quality score, which is influenced by your click-through rate. It is also affected by the keywords you choose and their relevance to your organization, the matched query and your landing page. Cost-per-click increases as your quality score decreases.

“We had a client whose penalty was between 40%–75% of his spend, which was approximately $65,000 on a $125,000 spend just because his quality scores weren’t on par with what Google considers relevant,” Eisenberg said.

To determine the order in which your ad appears, Google multiplies your maximum bid by your quality score. It’s not the person who spends the most who ends up in the first position, but the person whose ad rank is higher. Quality score impacts not only what position in which you are shown but also how much you pay for that one click. Eisenberg suggests ensuring your targeted ads and landing pages are in alignment and effective for the queries people are searching for to improve your quality score. This will result in higher click-through and conversion rates.

To improve conversion rates, develop a flawless landing page. Landing page guidelines are broken down into three basic parts. The quality component deals with having relevant and original content. The user should easily be able to find what your ad is offering. Link them to the page that provides the most useful information about the product or service in your ad.

There are three factors for converting visitors into customers. The first is to engage them. In the mid-’90s, the Xerox PARC research center conducted a study that showed people in cyberspace were much like bloodhounds on a scent trail. They are looking for particular queries and if they repeatedly see a trigger, they will continue to follow it. The moment they lose the “scent” they will leave the experience.

The second factor is transparency or how you help build credibility, how you explain the nature of your business, how your site interacts with the visitor’s computer and what you plan to do with their personal information. This factor helps to build trust and value in the minds of your visitors.

The third factor is the call to action. The key to turning visitors into customers is to make it easy for them to find what they are looking for. Let them know what to click on and why they should click on it. Make sure your pages load quickly, let the user know which products are in stock and how long they take to ship.

Bryan Eisenberg is a professional marketing speaker and recognized authority in online marketing. He will be hosting the Online Marketing Conference at the 2010 SEMA Show, which will feature presenters from Google, YouTube and Facebook. Click here for more information or to register.

Rather than drawing in huge amounts of traffic, pay-per-click focuses on targeting visitors. It brings in the exact type of customers you’re looking for—the people who will respond to what you have to offer them, according to Bryan Eisenberg, co-author of The Wall Street Journal, Businessweek, USA Today and The New York Times best-selling author.

There are more than 100 factors that can affect your quality score, which is influenced by your click-through rate. It is also affected by the keywords you choose and their relevance to your organization, the matched query and your landing page. Cost-per-click increases as your quality score decreases.

“We had a client whose penalty was between 40%–75% of his spend, which was approximately $65,000 on a $125,000 spend just because his quality scores weren’t on par with what Google considers relevant,” Eisenberg said.

To determine the order in which your ad appears, Google multiplies your maximum bid by your quality score. It’s not the person who spends the most who ends up in the first position, but the person whose ad rank is higher. Quality score impacts not only what position in which you are shown but also how much you pay for that one click. Eisenberg suggests ensuring your targeted ads and landing pages are in alignment and effective for the queries people are searching for to improve your quality score. This will result in higher click-through and conversion rates.

To improve conversion rates, develop a flawless landing page. Landing page guidelines are broken down into three basic parts. The quality component deals with having relevant and original content. The user should easily be able to find what your ad is offering. Link them to the page that provides the most useful information about the product or service in your ad.

There are three factors for converting visitors into customers. The first is to engage them. In the mid-’90s, the Xerox PARC research center conducted a study that showed people in cyberspace were much like bloodhounds on a scent trail. They are looking for particular queries and if they repeatedly see a trigger, they will continue to follow it. The moment they lose the “scent” they will leave the experience.

The second factor is transparency or how you help build credibility, how you explain the nature of your business, how your site interacts with the visitor’s computer and what you plan to do with their personal information. This factor helps to build trust and value in the minds of your visitors.

The third factor is the call to action. The key to turning visitors into customers is to make it easy for them to find what they are looking for. Let them know what to click on and why they should click on it. Make sure your pages load quickly, let the user know which products are in stock and how long they take to ship.

Bryan Eisenberg is a professional marketing speaker and recognized authority in online marketing. He will be hosting the Online Marketing Conference at the 2010 SEMA Show, which will feature presenters from Google, YouTube and Facebook. Click here for more information or to register.

Cash-pay business can be a great way for shops to improve their bottom line, while decreasing reliance on insurance-driven revenue. This program, presented by Automotive Body Repair News (ABRN) and BASF, will explore ways for collision repair shops to market, promote and attract customer pay business, including customizing vehicles from top to bottom.

What's the value of a custom paint pro for your shop? How do you keep long-term custom projects from slowing down production? What equipment or services do you need to generate customer-pay business? How do the lower profit margins of customer pay impact your overall KPI performance?

Get the answers to these questions by participating in the webinar on October 26, at 12:00 p.m. (EDT). The session will be moderated by Automotive Body Repair News News Editor Bruce Adams. The speakers are Thomas Hoerner, VisionPLUS program manager, BASF; Chip Foose, Foose Design; and Ken Scherping, chief operating officer of LeMettry's Collision.

Follow this link to register for the session.

For more information, visit SEMAShow.com, or contact Bruce Adams at 440/891-2617 or e-mail bruce.adams@advanstar.com.