SEMA Member News—July/August 2015

Data and the MRN

	MRN continues to look for partnership opportunities with the SEMA Data Co-op. Members may contact any of the MRN leadership for more information, including (from left) Former Chair Joel Rosenthal, Chair Les Rudd, Immediate Past Chair Tommy Jourdan, Chair-Elect Vic Bennett or SEMA Staff Liaison Bryan Harrison.

The Manufacturers’ Representative Network (MRN) has continued to collaborate with the SEMA Data Co-op (SDC) to provide valuable and user-friendly benefits to reps. Over the past few months, several exciting projects have received attention. Here is an update for MRN members.

MRN-SDC Export Template

First, the MRN-SDC export template is ready to use. The SDC has built a comprehensive flat file format that can be run for manufacturers at any time—either on a regular schedule or only when updates are needed. The export-scheduling feature allows reps to choose the frequency and type of updates they receive. They can choose Net Changes (only new information since their last export) or Full File Refresh (a complete new file each export) and can schedule them to run daily, weekly, days of the week, monthly or dates of the month.

To date, there have been more than 230 exports using the MRN template, and it has received great feedback from users—but this is only one of the formats available for data exports. Once an agency is set up as a receiver, it can create its own custom template with more or less information, depending on individual needs.

MRN Certification Program

The MRN Certification Program will launch a fifth module this summer. The web-based educational series helps manufacturers’ representatives learn more about what the SDC offers through courses designed to build confidence in discussing the data-management system with customers. Participants have three weeks to complete four sessions and quizzes. Those who successfully complete the series receive a certificate of completion and are recognized as SDC ambassadors. The new module is designed to keep already certified MRN members abreast of updates and changes to the program.

The product data available to representatives through the SDC is valuable because it helps drive sales. Clean data gives exposure to new products and reduces the number of returns due to wrong products being sold. Through the certification program, reps can assist their suppliers with new product additions, content building and receiver-specific data requests. This load-sheet knowledge helps to ensure a good fit between suppliers and receivers. It also relieves the burden of customer-specific load sheets for every new part number and allows for better customer service. To date, more than 100 reps have completed the first four modules.

A commonly asked question is if the courses can be finished at any time or if reps must start from the beginning after a certain period of time. The flexibility of this program is one of the things that makes it so valuable. All courses are now available through SEMA Education, and the progress of each rep was transferred from the original Mindflash platform. Reps who need to pick up where they left off or would like to begin the certification process can register at any time by contacting Jim Graven at jimg@SEMAdatacoop.org.

Score Carding

The SDC is also focused on a data-quality and completeness initiative through a new score-card program designed to help suppliers better meet the data needs of their customers. Each supplier receives a score-card level that reflects his or her level of data quality and completeness based on an overall view of SDC data receivers’ needs.

Bronze is the minimum required data set when a supplier completes the initial onboarding process, designed to meet the primary needs of many WDs and resellers. The Silver level builds on that data set, adding dimensions, more complete descriptions, bullet points and additional images. Gold further improves the data set with the addition of descriptive product attributes and digital assets, including installation instructions and warranty information. The pinnacle of data is the Platinum level, which builds upon the previous three levels with the addition of even more assets, descriptions, videos, kit and interchange information and more.

The SDC team is working daily with suppliers to help them achieve these “steps” in data improvement as painlessly as possible, resulting in a more valuable, productive and sales-producing data set to serve their customer bases. Reps are encouraged to work with their participating suppliers to help achieve their next level of data validation.

For more information about any of these programs and initiatives, contact SDC Director of Membership Jim Graven at jimg@SEMAdatacoop.org or MRN Staff Liaison Bryan Harrison at bryanh@sema.org.

SEMA Member News—July/August 2015

Data and the MRN

	MRN continues to look for partnership opportunities with the SEMA Data Co-op. Members may contact any of the MRN leadership for more information, including (from left) Former Chair Joel Rosenthal, Chair Les Rudd, Immediate Past Chair Tommy Jourdan, Chair-Elect Vic Bennett or SEMA Staff Liaison Bryan Harrison.

The Manufacturers’ Representative Network (MRN) has continued to collaborate with the SEMA Data Co-op (SDC) to provide valuable and user-friendly benefits to reps. Over the past few months, several exciting projects have received attention. Here is an update for MRN members.

MRN-SDC Export Template

First, the MRN-SDC export template is ready to use. The SDC has built a comprehensive flat file format that can be run for manufacturers at any time—either on a regular schedule or only when updates are needed. The export-scheduling feature allows reps to choose the frequency and type of updates they receive. They can choose Net Changes (only new information since their last export) or Full File Refresh (a complete new file each export) and can schedule them to run daily, weekly, days of the week, monthly or dates of the month.

To date, there have been more than 230 exports using the MRN template, and it has received great feedback from users—but this is only one of the formats available for data exports. Once an agency is set up as a receiver, it can create its own custom template with more or less information, depending on individual needs.

MRN Certification Program

The MRN Certification Program will launch a fifth module this summer. The web-based educational series helps manufacturers’ representatives learn more about what the SDC offers through courses designed to build confidence in discussing the data-management system with customers. Participants have three weeks to complete four sessions and quizzes. Those who successfully complete the series receive a certificate of completion and are recognized as SDC ambassadors. The new module is designed to keep already certified MRN members abreast of updates and changes to the program.

The product data available to representatives through the SDC is valuable because it helps drive sales. Clean data gives exposure to new products and reduces the number of returns due to wrong products being sold. Through the certification program, reps can assist their suppliers with new product additions, content building and receiver-specific data requests. This load-sheet knowledge helps to ensure a good fit between suppliers and receivers. It also relieves the burden of customer-specific load sheets for every new part number and allows for better customer service. To date, more than 100 reps have completed the first four modules.

A commonly asked question is if the courses can be finished at any time or if reps must start from the beginning after a certain period of time. The flexibility of this program is one of the things that makes it so valuable. All courses are now available through SEMA Education, and the progress of each rep was transferred from the original Mindflash platform. Reps who need to pick up where they left off or would like to begin the certification process can register at any time by contacting Jim Graven at jimg@SEMAdatacoop.org.

Score Carding

The SDC is also focused on a data-quality and completeness initiative through a new score-card program designed to help suppliers better meet the data needs of their customers. Each supplier receives a score-card level that reflects his or her level of data quality and completeness based on an overall view of SDC data receivers’ needs.

Bronze is the minimum required data set when a supplier completes the initial onboarding process, designed to meet the primary needs of many WDs and resellers. The Silver level builds on that data set, adding dimensions, more complete descriptions, bullet points and additional images. Gold further improves the data set with the addition of descriptive product attributes and digital assets, including installation instructions and warranty information. The pinnacle of data is the Platinum level, which builds upon the previous three levels with the addition of even more assets, descriptions, videos, kit and interchange information and more.

The SDC team is working daily with suppliers to help them achieve these “steps” in data improvement as painlessly as possible, resulting in a more valuable, productive and sales-producing data set to serve their customer bases. Reps are encouraged to work with their participating suppliers to help achieve their next level of data validation.

For more information about any of these programs and initiatives, contact SDC Director of Membership Jim Graven at jimg@SEMAdatacoop.org or MRN Staff Liaison Bryan Harrison at bryanh@sema.org.

SEMA Member News—July/August 2015

Data and the MRN

	MRN continues to look for partnership opportunities with the SEMA Data Co-op. Members may contact any of the MRN leadership for more information, including (from left) Former Chair Joel Rosenthal, Chair Les Rudd, Immediate Past Chair Tommy Jourdan, Chair-Elect Vic Bennett or SEMA Staff Liaison Bryan Harrison.

The Manufacturers’ Representative Network (MRN) has continued to collaborate with the SEMA Data Co-op (SDC) to provide valuable and user-friendly benefits to reps. Over the past few months, several exciting projects have received attention. Here is an update for MRN members.

MRN-SDC Export Template

First, the MRN-SDC export template is ready to use. The SDC has built a comprehensive flat file format that can be run for manufacturers at any time—either on a regular schedule or only when updates are needed. The export-scheduling feature allows reps to choose the frequency and type of updates they receive. They can choose Net Changes (only new information since their last export) or Full File Refresh (a complete new file each export) and can schedule them to run daily, weekly, days of the week, monthly or dates of the month.

To date, there have been more than 230 exports using the MRN template, and it has received great feedback from users—but this is only one of the formats available for data exports. Once an agency is set up as a receiver, it can create its own custom template with more or less information, depending on individual needs.

MRN Certification Program

The MRN Certification Program will launch a fifth module this summer. The web-based educational series helps manufacturers’ representatives learn more about what the SDC offers through courses designed to build confidence in discussing the data-management system with customers. Participants have three weeks to complete four sessions and quizzes. Those who successfully complete the series receive a certificate of completion and are recognized as SDC ambassadors. The new module is designed to keep already certified MRN members abreast of updates and changes to the program.

The product data available to representatives through the SDC is valuable because it helps drive sales. Clean data gives exposure to new products and reduces the number of returns due to wrong products being sold. Through the certification program, reps can assist their suppliers with new product additions, content building and receiver-specific data requests. This load-sheet knowledge helps to ensure a good fit between suppliers and receivers. It also relieves the burden of customer-specific load sheets for every new part number and allows for better customer service. To date, more than 100 reps have completed the first four modules.

A commonly asked question is if the courses can be finished at any time or if reps must start from the beginning after a certain period of time. The flexibility of this program is one of the things that makes it so valuable. All courses are now available through SEMA Education, and the progress of each rep was transferred from the original Mindflash platform. Reps who need to pick up where they left off or would like to begin the certification process can register at any time by contacting Jim Graven at jimg@SEMAdatacoop.org.

Score Carding

The SDC is also focused on a data-quality and completeness initiative through a new score-card program designed to help suppliers better meet the data needs of their customers. Each supplier receives a score-card level that reflects his or her level of data quality and completeness based on an overall view of SDC data receivers’ needs.

Bronze is the minimum required data set when a supplier completes the initial onboarding process, designed to meet the primary needs of many WDs and resellers. The Silver level builds on that data set, adding dimensions, more complete descriptions, bullet points and additional images. Gold further improves the data set with the addition of descriptive product attributes and digital assets, including installation instructions and warranty information. The pinnacle of data is the Platinum level, which builds upon the previous three levels with the addition of even more assets, descriptions, videos, kit and interchange information and more.

The SDC team is working daily with suppliers to help them achieve these “steps” in data improvement as painlessly as possible, resulting in a more valuable, productive and sales-producing data set to serve their customer bases. Reps are encouraged to work with their participating suppliers to help achieve their next level of data validation.

For more information about any of these programs and initiatives, contact SDC Director of Membership Jim Graven at jimg@SEMAdatacoop.org or MRN Staff Liaison Bryan Harrison at bryanh@sema.org.

SEMA Member News—July/August 2015

Data and the MRN

	MRN continues to look for partnership opportunities with the SEMA Data Co-op. Members may contact any of the MRN leadership for more information, including (from left) Former Chair Joel Rosenthal, Chair Les Rudd, Immediate Past Chair Tommy Jourdan, Chair-Elect Vic Bennett or SEMA Staff Liaison Bryan Harrison.

The Manufacturers’ Representative Network (MRN) has continued to collaborate with the SEMA Data Co-op (SDC) to provide valuable and user-friendly benefits to reps. Over the past few months, several exciting projects have received attention. Here is an update for MRN members.

MRN-SDC Export Template

First, the MRN-SDC export template is ready to use. The SDC has built a comprehensive flat file format that can be run for manufacturers at any time—either on a regular schedule or only when updates are needed. The export-scheduling feature allows reps to choose the frequency and type of updates they receive. They can choose Net Changes (only new information since their last export) or Full File Refresh (a complete new file each export) and can schedule them to run daily, weekly, days of the week, monthly or dates of the month.

To date, there have been more than 230 exports using the MRN template, and it has received great feedback from users—but this is only one of the formats available for data exports. Once an agency is set up as a receiver, it can create its own custom template with more or less information, depending on individual needs.

MRN Certification Program

The MRN Certification Program will launch a fifth module this summer. The web-based educational series helps manufacturers’ representatives learn more about what the SDC offers through courses designed to build confidence in discussing the data-management system with customers. Participants have three weeks to complete four sessions and quizzes. Those who successfully complete the series receive a certificate of completion and are recognized as SDC ambassadors. The new module is designed to keep already certified MRN members abreast of updates and changes to the program.

The product data available to representatives through the SDC is valuable because it helps drive sales. Clean data gives exposure to new products and reduces the number of returns due to wrong products being sold. Through the certification program, reps can assist their suppliers with new product additions, content building and receiver-specific data requests. This load-sheet knowledge helps to ensure a good fit between suppliers and receivers. It also relieves the burden of customer-specific load sheets for every new part number and allows for better customer service. To date, more than 100 reps have completed the first four modules.

A commonly asked question is if the courses can be finished at any time or if reps must start from the beginning after a certain period of time. The flexibility of this program is one of the things that makes it so valuable. All courses are now available through SEMA Education, and the progress of each rep was transferred from the original Mindflash platform. Reps who need to pick up where they left off or would like to begin the certification process can register at any time by contacting Jim Graven at jimg@SEMAdatacoop.org.

Score Carding

The SDC is also focused on a data-quality and completeness initiative through a new score-card program designed to help suppliers better meet the data needs of their customers. Each supplier receives a score-card level that reflects his or her level of data quality and completeness based on an overall view of SDC data receivers’ needs.

Bronze is the minimum required data set when a supplier completes the initial onboarding process, designed to meet the primary needs of many WDs and resellers. The Silver level builds on that data set, adding dimensions, more complete descriptions, bullet points and additional images. Gold further improves the data set with the addition of descriptive product attributes and digital assets, including installation instructions and warranty information. The pinnacle of data is the Platinum level, which builds upon the previous three levels with the addition of even more assets, descriptions, videos, kit and interchange information and more.

The SDC team is working daily with suppliers to help them achieve these “steps” in data improvement as painlessly as possible, resulting in a more valuable, productive and sales-producing data set to serve their customer bases. Reps are encouraged to work with their participating suppliers to help achieve their next level of data validation.

For more information about any of these programs and initiatives, contact SDC Director of Membership Jim Graven at jimg@SEMAdatacoop.org or MRN Staff Liaison Bryan Harrison at bryanh@sema.org.

SEMA Member News—July/August 2015

Member Reflection: ETTN Professional Development Program Success

	Ten ETTN members enjoyed the Social Media Strategies Summit in February.

Ten members of the Emerging Trends and Technology Network (ETTN) attended a Social Media Strategies Summit in February in Las Vegas. This event was the first in a series of Professional Development Programs that ETTN curated for its members in 2015.

“Professional development isn’t a one-time experience,” said SEMA Senior Manager of Networks Bryan Harrison. “By design, it is an effective tool throughout the career of an employee to continuously develop the knowledge and skills to advance a company. We were pleased to report that the participants had a great experience at the summit and have already begun to implement many of the lessons learned.”

Participants received a special rate and attended along with SEMA staff. Brant Combs, director of marketing at ATC Truck Covers, believes the community building with other ETTN members was an important aspect of the program.

“I enjoyed the summit,” he said. “Besides taking home useful information to help us with social media, we got to network with a great group of people in SEMA who are working on similar things.”

Kathryn Reinhardt, MagnaFlow marketing manager, appreciated the ability to customize her experience at the summit. The flexibility ensured that all participants would take ideas back to the office with them.

“With social media still being a new avenue for companies to use to communicate with customers, I wanted to see what tips and lessons I could learn to incorporate into the MagnaFlow strategy and also see if our current strategy was up to par,” she explained. “Once checked in, you could review the tracks available for specific seminars that spoke to case studies, tool integration and content creation. They also provided keys for business-to-consumer, business-to-business and small to medium business agendas.”

Other participants related to the strategic applications discussed. Tim Torrecarion, sales and marketing manager at Air Flow Research, noted that basic marketing and communications principles have remained consistent even though the channels have changed over time.

“To be successful in digital, you need to get back to the basics of marketing and communications,” he said. “Put customers first and understand their needs. Where are they and how do they like to communicate? Word of mouth is still the best advertising.”

Sean Crawford of JE Pistons said his high-level takeaway was that social media is still evolving.

“The platforms themselves are changing, but also the way brands utilize each platform to accomplish business objectives,” he said. “One speaker explained it best, stating that we have moved from chasing ‘likes’ to focusing on increasing engagement to accomplishing business objectives. Social media and the available tools have evolved to allow brands to listen to their consumers and react in a way that benefits the bottom line. Having spent much of my time in a data-driven environment, being able to show business results will make social media a growing part of our marketing strategy.”

A second event took place in June—the Internet Retailer Conference and Exhibition (IRCE). Each year, more than 10,000 attendees travel to Chicago to hear from more than 200 expert speakers representing all areas of the e-commerce industry. This year, speakers included top executives from Target, 1-800-Flowers.com, QVC and more. In addition to the educational opportunities, the 250,000-sq.-ft. exhibit hall presented more than 600 companies in the e-commerce solutions industry.

Mike Alvarez, director of e-commerce and marketing for Roush Yates Performance Products, is an ETTN select committee member and attended along with the group. He shared a few of the things he appreciated about the exhibition.

“I really enjoy being a part of these events, because they give me an opportunity to network with my peers,” he said. “The IRCE was a great event for Roush Yates and myself. We were able to keep our thumb on the pulse of e-commerce and all the new products and services that are available. I feel confident that this will help us keep a leg up on the competition and help surge our company into the future.”

ETTN will also take members to the Disney Quality Service training on September 23 in Anaheim, California. Applications will be accepted until August 18 for this one-day course, which will take a close look at the small details that make a big difference in the environment for both customers and staff.

Learn more about ETTN’s Professional Development Program and apply now for the final event at www.sema.org/ettn. For more information, contact Bryan Harrison at bryanh@sema.org.

SEMA Member News—July/August 2015

Member Reflection: ETTN Professional Development Program Success

	Ten ETTN members enjoyed the Social Media Strategies Summit in February.

Ten members of the Emerging Trends and Technology Network (ETTN) attended a Social Media Strategies Summit in February in Las Vegas. This event was the first in a series of Professional Development Programs that ETTN curated for its members in 2015.

“Professional development isn’t a one-time experience,” said SEMA Senior Manager of Networks Bryan Harrison. “By design, it is an effective tool throughout the career of an employee to continuously develop the knowledge and skills to advance a company. We were pleased to report that the participants had a great experience at the summit and have already begun to implement many of the lessons learned.”

Participants received a special rate and attended along with SEMA staff. Brant Combs, director of marketing at ATC Truck Covers, believes the community building with other ETTN members was an important aspect of the program.

“I enjoyed the summit,” he said. “Besides taking home useful information to help us with social media, we got to network with a great group of people in SEMA who are working on similar things.”

Kathryn Reinhardt, MagnaFlow marketing manager, appreciated the ability to customize her experience at the summit. The flexibility ensured that all participants would take ideas back to the office with them.

“With social media still being a new avenue for companies to use to communicate with customers, I wanted to see what tips and lessons I could learn to incorporate into the MagnaFlow strategy and also see if our current strategy was up to par,” she explained. “Once checked in, you could review the tracks available for specific seminars that spoke to case studies, tool integration and content creation. They also provided keys for business-to-consumer, business-to-business and small to medium business agendas.”

Other participants related to the strategic applications discussed. Tim Torrecarion, sales and marketing manager at Air Flow Research, noted that basic marketing and communications principles have remained consistent even though the channels have changed over time.

“To be successful in digital, you need to get back to the basics of marketing and communications,” he said. “Put customers first and understand their needs. Where are they and how do they like to communicate? Word of mouth is still the best advertising.”

Sean Crawford of JE Pistons said his high-level takeaway was that social media is still evolving.

“The platforms themselves are changing, but also the way brands utilize each platform to accomplish business objectives,” he said. “One speaker explained it best, stating that we have moved from chasing ‘likes’ to focusing on increasing engagement to accomplishing business objectives. Social media and the available tools have evolved to allow brands to listen to their consumers and react in a way that benefits the bottom line. Having spent much of my time in a data-driven environment, being able to show business results will make social media a growing part of our marketing strategy.”

A second event took place in June—the Internet Retailer Conference and Exhibition (IRCE). Each year, more than 10,000 attendees travel to Chicago to hear from more than 200 expert speakers representing all areas of the e-commerce industry. This year, speakers included top executives from Target, 1-800-Flowers.com, QVC and more. In addition to the educational opportunities, the 250,000-sq.-ft. exhibit hall presented more than 600 companies in the e-commerce solutions industry.

Mike Alvarez, director of e-commerce and marketing for Roush Yates Performance Products, is an ETTN select committee member and attended along with the group. He shared a few of the things he appreciated about the exhibition.

“I really enjoy being a part of these events, because they give me an opportunity to network with my peers,” he said. “The IRCE was a great event for Roush Yates and myself. We were able to keep our thumb on the pulse of e-commerce and all the new products and services that are available. I feel confident that this will help us keep a leg up on the competition and help surge our company into the future.”

ETTN will also take members to the Disney Quality Service training on September 23 in Anaheim, California. Applications will be accepted until August 18 for this one-day course, which will take a close look at the small details that make a big difference in the environment for both customers and staff.

Learn more about ETTN’s Professional Development Program and apply now for the final event at www.sema.org/ettn. For more information, contact Bryan Harrison at bryanh@sema.org.

SEMA Member News—July/August 2015

Member Reflection: ETTN Professional Development Program Success

	Ten ETTN members enjoyed the Social Media Strategies Summit in February.

Ten members of the Emerging Trends and Technology Network (ETTN) attended a Social Media Strategies Summit in February in Las Vegas. This event was the first in a series of Professional Development Programs that ETTN curated for its members in 2015.

“Professional development isn’t a one-time experience,” said SEMA Senior Manager of Networks Bryan Harrison. “By design, it is an effective tool throughout the career of an employee to continuously develop the knowledge and skills to advance a company. We were pleased to report that the participants had a great experience at the summit and have already begun to implement many of the lessons learned.”

Participants received a special rate and attended along with SEMA staff. Brant Combs, director of marketing at ATC Truck Covers, believes the community building with other ETTN members was an important aspect of the program.

“I enjoyed the summit,” he said. “Besides taking home useful information to help us with social media, we got to network with a great group of people in SEMA who are working on similar things.”

Kathryn Reinhardt, MagnaFlow marketing manager, appreciated the ability to customize her experience at the summit. The flexibility ensured that all participants would take ideas back to the office with them.

“With social media still being a new avenue for companies to use to communicate with customers, I wanted to see what tips and lessons I could learn to incorporate into the MagnaFlow strategy and also see if our current strategy was up to par,” she explained. “Once checked in, you could review the tracks available for specific seminars that spoke to case studies, tool integration and content creation. They also provided keys for business-to-consumer, business-to-business and small to medium business agendas.”

Other participants related to the strategic applications discussed. Tim Torrecarion, sales and marketing manager at Air Flow Research, noted that basic marketing and communications principles have remained consistent even though the channels have changed over time.

“To be successful in digital, you need to get back to the basics of marketing and communications,” he said. “Put customers first and understand their needs. Where are they and how do they like to communicate? Word of mouth is still the best advertising.”

Sean Crawford of JE Pistons said his high-level takeaway was that social media is still evolving.

“The platforms themselves are changing, but also the way brands utilize each platform to accomplish business objectives,” he said. “One speaker explained it best, stating that we have moved from chasing ‘likes’ to focusing on increasing engagement to accomplishing business objectives. Social media and the available tools have evolved to allow brands to listen to their consumers and react in a way that benefits the bottom line. Having spent much of my time in a data-driven environment, being able to show business results will make social media a growing part of our marketing strategy.”

A second event took place in June—the Internet Retailer Conference and Exhibition (IRCE). Each year, more than 10,000 attendees travel to Chicago to hear from more than 200 expert speakers representing all areas of the e-commerce industry. This year, speakers included top executives from Target, 1-800-Flowers.com, QVC and more. In addition to the educational opportunities, the 250,000-sq.-ft. exhibit hall presented more than 600 companies in the e-commerce solutions industry.

Mike Alvarez, director of e-commerce and marketing for Roush Yates Performance Products, is an ETTN select committee member and attended along with the group. He shared a few of the things he appreciated about the exhibition.

“I really enjoy being a part of these events, because they give me an opportunity to network with my peers,” he said. “The IRCE was a great event for Roush Yates and myself. We were able to keep our thumb on the pulse of e-commerce and all the new products and services that are available. I feel confident that this will help us keep a leg up on the competition and help surge our company into the future.”

ETTN will also take members to the Disney Quality Service training on September 23 in Anaheim, California. Applications will be accepted until August 18 for this one-day course, which will take a close look at the small details that make a big difference in the environment for both customers and staff.

Learn more about ETTN’s Professional Development Program and apply now for the final event at www.sema.org/ettn. For more information, contact Bryan Harrison at bryanh@sema.org.

SEMA Member News—July/August 2015

Member Reflection: ETTN Professional Development Program Success

	Ten ETTN members enjoyed the Social Media Strategies Summit in February.

Ten members of the Emerging Trends and Technology Network (ETTN) attended a Social Media Strategies Summit in February in Las Vegas. This event was the first in a series of Professional Development Programs that ETTN curated for its members in 2015.

“Professional development isn’t a one-time experience,” said SEMA Senior Manager of Networks Bryan Harrison. “By design, it is an effective tool throughout the career of an employee to continuously develop the knowledge and skills to advance a company. We were pleased to report that the participants had a great experience at the summit and have already begun to implement many of the lessons learned.”

Participants received a special rate and attended along with SEMA staff. Brant Combs, director of marketing at ATC Truck Covers, believes the community building with other ETTN members was an important aspect of the program.

“I enjoyed the summit,” he said. “Besides taking home useful information to help us with social media, we got to network with a great group of people in SEMA who are working on similar things.”

Kathryn Reinhardt, MagnaFlow marketing manager, appreciated the ability to customize her experience at the summit. The flexibility ensured that all participants would take ideas back to the office with them.

“With social media still being a new avenue for companies to use to communicate with customers, I wanted to see what tips and lessons I could learn to incorporate into the MagnaFlow strategy and also see if our current strategy was up to par,” she explained. “Once checked in, you could review the tracks available for specific seminars that spoke to case studies, tool integration and content creation. They also provided keys for business-to-consumer, business-to-business and small to medium business agendas.”

Other participants related to the strategic applications discussed. Tim Torrecarion, sales and marketing manager at Air Flow Research, noted that basic marketing and communications principles have remained consistent even though the channels have changed over time.

“To be successful in digital, you need to get back to the basics of marketing and communications,” he said. “Put customers first and understand their needs. Where are they and how do they like to communicate? Word of mouth is still the best advertising.”

Sean Crawford of JE Pistons said his high-level takeaway was that social media is still evolving.

“The platforms themselves are changing, but also the way brands utilize each platform to accomplish business objectives,” he said. “One speaker explained it best, stating that we have moved from chasing ‘likes’ to focusing on increasing engagement to accomplishing business objectives. Social media and the available tools have evolved to allow brands to listen to their consumers and react in a way that benefits the bottom line. Having spent much of my time in a data-driven environment, being able to show business results will make social media a growing part of our marketing strategy.”

A second event took place in June—the Internet Retailer Conference and Exhibition (IRCE). Each year, more than 10,000 attendees travel to Chicago to hear from more than 200 expert speakers representing all areas of the e-commerce industry. This year, speakers included top executives from Target, 1-800-Flowers.com, QVC and more. In addition to the educational opportunities, the 250,000-sq.-ft. exhibit hall presented more than 600 companies in the e-commerce solutions industry.

Mike Alvarez, director of e-commerce and marketing for Roush Yates Performance Products, is an ETTN select committee member and attended along with the group. He shared a few of the things he appreciated about the exhibition.

“I really enjoy being a part of these events, because they give me an opportunity to network with my peers,” he said. “The IRCE was a great event for Roush Yates and myself. We were able to keep our thumb on the pulse of e-commerce and all the new products and services that are available. I feel confident that this will help us keep a leg up on the competition and help surge our company into the future.”

ETTN will also take members to the Disney Quality Service training on September 23 in Anaheim, California. Applications will be accepted until August 18 for this one-day course, which will take a close look at the small details that make a big difference in the environment for both customers and staff.

Learn more about ETTN’s Professional Development Program and apply now for the final event at www.sema.org/ettn. For more information, contact Bryan Harrison at bryanh@sema.org.

SEMA Member News—July/August 2015

Member Reflection: ETTN Professional Development Program Success

	Ten ETTN members enjoyed the Social Media Strategies Summit in February.

Ten members of the Emerging Trends and Technology Network (ETTN) attended a Social Media Strategies Summit in February in Las Vegas. This event was the first in a series of Professional Development Programs that ETTN curated for its members in 2015.

“Professional development isn’t a one-time experience,” said SEMA Senior Manager of Networks Bryan Harrison. “By design, it is an effective tool throughout the career of an employee to continuously develop the knowledge and skills to advance a company. We were pleased to report that the participants had a great experience at the summit and have already begun to implement many of the lessons learned.”

Participants received a special rate and attended along with SEMA staff. Brant Combs, director of marketing at ATC Truck Covers, believes the community building with other ETTN members was an important aspect of the program.

“I enjoyed the summit,” he said. “Besides taking home useful information to help us with social media, we got to network with a great group of people in SEMA who are working on similar things.”

Kathryn Reinhardt, MagnaFlow marketing manager, appreciated the ability to customize her experience at the summit. The flexibility ensured that all participants would take ideas back to the office with them.

“With social media still being a new avenue for companies to use to communicate with customers, I wanted to see what tips and lessons I could learn to incorporate into the MagnaFlow strategy and also see if our current strategy was up to par,” she explained. “Once checked in, you could review the tracks available for specific seminars that spoke to case studies, tool integration and content creation. They also provided keys for business-to-consumer, business-to-business and small to medium business agendas.”

Other participants related to the strategic applications discussed. Tim Torrecarion, sales and marketing manager at Air Flow Research, noted that basic marketing and communications principles have remained consistent even though the channels have changed over time.

“To be successful in digital, you need to get back to the basics of marketing and communications,” he said. “Put customers first and understand their needs. Where are they and how do they like to communicate? Word of mouth is still the best advertising.”

Sean Crawford of JE Pistons said his high-level takeaway was that social media is still evolving.

“The platforms themselves are changing, but also the way brands utilize each platform to accomplish business objectives,” he said. “One speaker explained it best, stating that we have moved from chasing ‘likes’ to focusing on increasing engagement to accomplishing business objectives. Social media and the available tools have evolved to allow brands to listen to their consumers and react in a way that benefits the bottom line. Having spent much of my time in a data-driven environment, being able to show business results will make social media a growing part of our marketing strategy.”

A second event took place in June—the Internet Retailer Conference and Exhibition (IRCE). Each year, more than 10,000 attendees travel to Chicago to hear from more than 200 expert speakers representing all areas of the e-commerce industry. This year, speakers included top executives from Target, 1-800-Flowers.com, QVC and more. In addition to the educational opportunities, the 250,000-sq.-ft. exhibit hall presented more than 600 companies in the e-commerce solutions industry.

Mike Alvarez, director of e-commerce and marketing for Roush Yates Performance Products, is an ETTN select committee member and attended along with the group. He shared a few of the things he appreciated about the exhibition.

“I really enjoy being a part of these events, because they give me an opportunity to network with my peers,” he said. “The IRCE was a great event for Roush Yates and myself. We were able to keep our thumb on the pulse of e-commerce and all the new products and services that are available. I feel confident that this will help us keep a leg up on the competition and help surge our company into the future.”

ETTN will also take members to the Disney Quality Service training on September 23 in Anaheim, California. Applications will be accepted until August 18 for this one-day course, which will take a close look at the small details that make a big difference in the environment for both customers and staff.

Learn more about ETTN’s Professional Development Program and apply now for the final event at www.sema.org/ettn. For more information, contact Bryan Harrison at bryanh@sema.org.

SEMA Member News—July/August 2015

Wheel & Tire Council Welcomes New Leadership

	Joe Findeis of Wheel Consultants Inc. is the new WTC chair.

On July 1, Joe Schaefer’s two-year term as chair of the Wheel & Tire Council (WTC) came to an end and Joe Findeis was initiated into the position. As the founder and president of Wheel Consultants Inc., Findeis handles operations in addition to developing tire and wheel fitment data for the company’s online programs and publication. He is also the creator of “The Ultimate Wheel and Tire Plus Sizing Guide,” the tire and wheel fitment guide known as “The Red Book.”

Findeis found his start in the automotive industry 38 years ago, when he took a job as a truck driver for the Parnelli Jones wholesale division. He served several terms on the WTC select committee prior to being named chair-elect in 2013. He recently spoke with SEMA Member News about his perspective on council membership and his plans for the next
two years.

SEMA Member News: Why are you involved in the council?

Joe Findeis: Simply put, to contribute to the industry that has provided for me and my family.

SMN: What have you gained or learned from your council involvement?

JF: There are many others who have the same passion for our industry and aftermarket as I do.

SMN: What value do you find in council membership?

JF: Keeping informed about our industry and creating relationships with other like-minded people in the aftermarket industry.

SMN: What do you hope to accomplish during your term?

JF: Continue advancing council projects that have real, tangible benefits for our members and the industry as a whole, such as the WTC “Ride Guide.” Because of our collaboration with Clemson University’s International Center for Automotive Research, we’re able to provide our members with solid testing results of the actual effects of “plus-sizing” tire and wheel fitments on vehicle driving dynamics. These results are in an easy-to-understand printed format.

Also, the WTC Wheel Measurement Database for members who may be unable to travel to the SEMA Garage for measuring sessions. We make free wheel-measurement data about new vehicles accessible through SEMA Garage measuring sessions.

The goal is to get this valuable information into the hands of manufacturers, distributors and shops, where we expect it will have a solid impact on our industry. I also hope to do further testing to see what effects “plus-sizing” may or may not have on current and future vehicle technology.

SMN: Why should companies join WTC?

JF: The fact that the WTC provides benefits that have positive results on their businesses is reason enough. But I also believe that if you have a passion for and make your living with wheels and/or tires, you should join with us by donating your time and talents to the industry. We welcome new members to the WTC and value their input.

Introducing Chair-Elect Wayne Williams

	Wayne Williams of Exsell Marketing and Design became the WTC chair-elect on July 1.

Wayne Williams became the WTC chair-elect on July 1 as Findeis stepped into the chair role. Williams is the founder and president of Exsell Marketing and Design in La Habra, California. It is a consulting firm specializing in brand and product development and digital marketing. He is also the “Counter Intelligence” columnist for Modern Tire Dealer.

With more than 35 years of experience in the automotive aftermarket, Williams has established himself as a wheel and tire specialist. In the past, he served in wholesale and retail sales roles before working his way up to regional sales manager and vice president of sales and marketing for companies such as Parnelli Jones, Discount Tire Centers and Winston Tire. Williams has served on the WTC select committee for several years and is often a guest speaker at council meetings. He is currently assisting the “Ride Guide” task force with its marketing efforts.

WTC “Ride Guide” for the Mazda3

A new sales tool for wheel and tire retailers, WTC has released a new “Ride Guide” for the ’14–’15 Mazda 3. Inside the report, users will find graphical representation of test data about the effects of differing wheel and tire sizes, compiled by the Clemson University International Center for Automotive Research (CU-ICAR). The vehicle performance data includes comparisons on ride comfort, road grip, steering firmness response, directional response and steering speed response. Guided by this information, sales professionals can help consumers narrow their style and design options based on the desired performance characteristics.

For sales staff, the “Ride Guide” is a sales tool to immediately strengthen relationships with buyers by confirming with hard data what has previously only be known by seasoned professionals from practical experience. After seeing the research, consumers can feel confident and satisfied in their decisions. The report can also be useful as a training tool for new sales staff, or for enthusiasts who want to research wheel and tire packages on their own.

Download the “Ride Guide” now at www.sema.org/wtc. For more information about the report or the council, contact Senior Manager of Councils Clayton Drescher at claytond@sema.org.