SEMA News—September 2013

FROM THE HILL
By Dan Sadowski

A New York State of Mind

SEMA Member JR Products Hosts Empire State Congressman

Rep. Collins was elected to the House of Representatives in 2012 to represent New York’s 27th Congressional District. From 2008–2012, Rep. Collins served as Erie County Executive, having spent the previous 34 years as a business owner and entrepreneur. A mechanical engineer by training, Collins began his professional career with Westinghouse Electric. He was subsequently the president and CEO of Nuttall Gear Corp. in Niagara Falls, New York, a company that specializes in power transmissions for heavy-duty machinery.

Rep. Collins serves on the House Agriculture, Science and Small-Business Committees. For the latter, he is the chairman of the Small-Business Subcommittee on Health and Technology, which is currently examining how the cost of health care is impacting small businesses across the country. As a result of his visit to JR Products, Collins joined the SEMA-supported Congressional Automotive Performance and Motorsports Caucus, a bipartisan member organization that pays tribute to the automotive specialty-equipment industry.

During the facility tour, Collins learned how JR Products employees manage more than 1,200 stock-keeping units and the processes used to acquire and distribute products throughout the United States and Canada. Given his business background, Rep. Collins was interested in learning how products were acquired, branded, packaged and distributed to clients in both the RV industry and the automotive aftermarket. He was pleased to learn that JR Products would begin an expansion of its facilityshortly after his visit.

“Having our local congressman visit our facility was invaluable in opening lines of communication with Representative Collins’ office, both in Washington and in our hometown,” said Susan Carpenter. “My staff and I were able to discuss current issues important to my business directly with my Congressman, including health-care costs and business tax rates. I encourage all SEMA members to host a Congressional District Site Visit and take full advantage of this important member benefit.”

After the tour, Rep. Collins joined the JR Products leadership team for a roundtable discussion and conversation about his first few months in Congress. Noting the differences and similarities between serving as Erie County Executive and as a U.S. Congressman, Rep. Collins discussed applying his personal experience to his service on the Small-Business Committee and as an advocate for small-business owners in Washington.

“As a small-business owner, I am keenly aware of the challenges and opportunities facing companies like JR Products today,” said Rep. Collins. “We must continue to provide the tools necessary for small businesses to adapt, grow and flourish in today’s economy. As a new member of the Congressional Automotive Performance and Motorsports Caucus, I am grateful for the opportunity to visit JR Products and witness firsthand the continuing growth of the automotive aftermarket not only in my hometown, but also throughout the country.”

The Congressional District Site Visit Program is administered by SEMA’s government affairs office in Washington, D.C. The program pairs SEMA-member companies with their members of Congress for facility tours and business roundtable meetings in their home districts. These visits provide an opportunity for SEMA members to meet face to face with their congressional lawmakers and discuss issues impacting the companies and their workers. They help establish working relationships that can eventually translate into legislative successes in Washington.

With so many new faces in Congress, now is the time to plan a visit and begin building relationships. Member companies interested in hosting an event at their facilities with their federal elected officials should contact Director of Congressional Affairs Dan Sadowski at dans@sema.org.

SEMA PAC President’s Club: Dennis Overholser

Dennis Overholser is the co-founder and executive vice president of Painless Performance Products, headquartered in Fort Worth, Texas.

Overholser is a charter member of the SEMA PAC President’s Club and previously served as chairman for SEMA’s Hot Rod Industry Alliance council.

“I believe that SEMA PAC is vital for steering Congress in the right direction and protecting us from damaging regulations that can hinder our businesses,” Overholser said.

“I have been blessed by our industry, and I want to give back and ensure our continued success.”

For more information on SEMA PAC, please contact the SEMA PAC Manager Christian Robinson by phone at 202-783-6007 x20 or by e-mail at christianr@sema.org.

SEMA News—September 2013

FROM THE HILL
By Dan Sadowski

A New York State of Mind

SEMA Member JR Products Hosts Empire State Congressman

Rep. Collins was elected to the House of Representatives in 2012 to represent New York’s 27th Congressional District. From 2008–2012, Rep. Collins served as Erie County Executive, having spent the previous 34 years as a business owner and entrepreneur. A mechanical engineer by training, Collins began his professional career with Westinghouse Electric. He was subsequently the president and CEO of Nuttall Gear Corp. in Niagara Falls, New York, a company that specializes in power transmissions for heavy-duty machinery.

Rep. Collins serves on the House Agriculture, Science and Small-Business Committees. For the latter, he is the chairman of the Small-Business Subcommittee on Health and Technology, which is currently examining how the cost of health care is impacting small businesses across the country. As a result of his visit to JR Products, Collins joined the SEMA-supported Congressional Automotive Performance and Motorsports Caucus, a bipartisan member organization that pays tribute to the automotive specialty-equipment industry.

During the facility tour, Collins learned how JR Products employees manage more than 1,200 stock-keeping units and the processes used to acquire and distribute products throughout the United States and Canada. Given his business background, Rep. Collins was interested in learning how products were acquired, branded, packaged and distributed to clients in both the RV industry and the automotive aftermarket. He was pleased to learn that JR Products would begin an expansion of its facilityshortly after his visit.

“Having our local congressman visit our facility was invaluable in opening lines of communication with Representative Collins’ office, both in Washington and in our hometown,” said Susan Carpenter. “My staff and I were able to discuss current issues important to my business directly with my Congressman, including health-care costs and business tax rates. I encourage all SEMA members to host a Congressional District Site Visit and take full advantage of this important member benefit.”

After the tour, Rep. Collins joined the JR Products leadership team for a roundtable discussion and conversation about his first few months in Congress. Noting the differences and similarities between serving as Erie County Executive and as a U.S. Congressman, Rep. Collins discussed applying his personal experience to his service on the Small-Business Committee and as an advocate for small-business owners in Washington.

“As a small-business owner, I am keenly aware of the challenges and opportunities facing companies like JR Products today,” said Rep. Collins. “We must continue to provide the tools necessary for small businesses to adapt, grow and flourish in today’s economy. As a new member of the Congressional Automotive Performance and Motorsports Caucus, I am grateful for the opportunity to visit JR Products and witness firsthand the continuing growth of the automotive aftermarket not only in my hometown, but also throughout the country.”

The Congressional District Site Visit Program is administered by SEMA’s government affairs office in Washington, D.C. The program pairs SEMA-member companies with their members of Congress for facility tours and business roundtable meetings in their home districts. These visits provide an opportunity for SEMA members to meet face to face with their congressional lawmakers and discuss issues impacting the companies and their workers. They help establish working relationships that can eventually translate into legislative successes in Washington.

With so many new faces in Congress, now is the time to plan a visit and begin building relationships. Member companies interested in hosting an event at their facilities with their federal elected officials should contact Director of Congressional Affairs Dan Sadowski at dans@sema.org.

SEMA PAC President’s Club: Dennis Overholser

Dennis Overholser is the co-founder and executive vice president of Painless Performance Products, headquartered in Fort Worth, Texas.

Overholser is a charter member of the SEMA PAC President’s Club and previously served as chairman for SEMA’s Hot Rod Industry Alliance council.

“I believe that SEMA PAC is vital for steering Congress in the right direction and protecting us from damaging regulations that can hinder our businesses,” Overholser said.

“I have been blessed by our industry, and I want to give back and ensure our continued success.”

For more information on SEMA PAC, please contact the SEMA PAC Manager Christian Robinson by phone at 202-783-6007 x20 or by e-mail at christianr@sema.org.

SEMA News—September 2013

INTERNATIONAL
By Linda Spencer

Markets Broaden, Providing Opportunities

SEMA Programs for Global Exports

There are huge benefits for companies that export. Diversifying the customer base can lead to an improved bottom line; companies that export are better positioned to ride out future U.S. economic downturns and can increase the firms’ overall competitiveness through access to new customers; exporting leads to new ways of doing business; and exports provide contact with new cultures.

The top markets for U.S. automotive specialty-equipment products have traditionally been nearby customers in Canada, the English-speaking markets of the United Kingdom, the rest of Europe, including Scandinavia, and strong markets in Australia and New Zealand. But the coverage is broadening.

U.S. manufacturers of specialty products have seen increasing demand from Brazil, Russia, India, China and South Africa (the so-called BRICS) as well as the Middle East. Growing local car culture, increasing interest in customizing, disposable income to personalize vehicles and a positive perception of U.S. brands fuels it all. American firms are growing their reach to the far corners of the world well beyond Europe, Canada and a few select other countries. The overall trade numbers reflect this shift.

According to a Federal Reserve report, the bulk of U.S. export goods “historically has been destined for developed countries, but the share of goods exported to developing countries has increased considerably since the ’80s. In 1985, the share of goods exported to developing countries was only about 29%. This share increased to 38% in 2007 and rose further to almost 45% in 2011.

Business outside the United States may seem daunting for companies seeking to begin selling where customers may speak different languages. However, SEMA has made it a priority to help members—both those new to exporting and those who want to grow this portion of their businesses—succeed overseas by providing resources and programs to help firms lay the groundwork for global expansion. This is the first of a two-part series highlighting SEMA’s international resources and programs at the SEMA Show and year-round. The association’s international programs are designed to assist members to address such hurdles as:

• Lack of knowledge about the best international markets to target and the criteria to judge the options.
• Unfamiliarity with which vehicles are on the road so that companies can identify the best markets for their products.
• Lack of access to vehicles not sold in the United States but for which there is demand for products overseas.
• The need to identify potential customers and the opportunities to meet with these buyers.
• Lack of information on the laws/regulations regarding the sale of products in a target country.

Overseas Business Development Conferences

SEMA organizes business-development trips to “hot” emerging markets each year. They are designed to provide members with a low-cost, high-value way to explore new markets. Upcoming venues include China, the United Arab Emirates (UAE) and Russia. Taking part in these programs is an effective way for businesses to test markets, build brand awareness and set-up distribution networks. For those with distributors already in the selected country, the trips are an excellent time to gauge how these arrangements are working and let your customers know that you are there to support their efforts to market your products. SEMA identifies these markets by looking for three elements:

• Enthusiasts interested in customizing.
• Sufficient numbers of consumers with the financial means to purchase specialty products.
• Receptive and forward-thinking governments looking to develop a pro-industry climate to grow the market while meeting safety and environmental concerns.

China

The annual SEMA China Business Development Tour is held each September, with the next trip taking place September 11–14. Activities include a booth at a major Beijing-based trade show, visits to specialty-equipment shops, briefings by U.S. government officials based in China and the opportunity to network with both buyers and fellow SEMA members in an informal setting. Costs include hotel, meals and an interpreter assigned to each company for two days. Qualifying trip participants can receive a $1,000 grant to help defray the costs of participating.

Sample agenda:

• First Evening: Hotel check-in; U.S. Embassy briefing and dinner.
• Day Two: Delegation breakfast; visit local retailers/installers (interpreters provided).
• Day Three: Full day to meet with pre-vetted buyers from throughout the country (China) or region (Middle East). Each company is provided a booth and an interpreter. Networking events with the buyers provide additional opportunities to meet with potential customers.
• Final Morning: Breakfast; departures for the United States.

United Arab Emirates

A similar program in the Middle East is scheduled for mid-March 2014. Participants at that event will visit specialty-equipment retailers and installers in Dubai; meet with pre-vetted buyers from the six Persian Gulf countries as well as buyers from Egypt, Lebanon and Jordan at a day-long event comprised of meetings and networking events; participate in a briefing and meet one-on-one with U.S. Embassy officials from throughout the Gulf region; and work with local buyers to create project vehicles featuring participants’ products. Qualifying trip participants can receive a $1,000 grant to help defray the cost of participating.

Russia

Russia is the next market to be added to the agenda, with an initial trip tentatively planned for late May 2014. Details will be available soon.

For complete details about SEMA’s international business-development programs or other global initiatives, visit here or contact SEMA Director of International and Government Relations Linda Spencer at lindas@sema.org.

SEMA News—September 2013

INTERNATIONAL
By Linda Spencer

Markets Broaden, Providing Opportunities

SEMA Programs for Global Exports

There are huge benefits for companies that export. Diversifying the customer base can lead to an improved bottom line; companies that export are better positioned to ride out future U.S. economic downturns and can increase the firms’ overall competitiveness through access to new customers; exporting leads to new ways of doing business; and exports provide contact with new cultures.

The top markets for U.S. automotive specialty-equipment products have traditionally been nearby customers in Canada, the English-speaking markets of the United Kingdom, the rest of Europe, including Scandinavia, and strong markets in Australia and New Zealand. But the coverage is broadening.

U.S. manufacturers of specialty products have seen increasing demand from Brazil, Russia, India, China and South Africa (the so-called BRICS) as well as the Middle East. Growing local car culture, increasing interest in customizing, disposable income to personalize vehicles and a positive perception of U.S. brands fuels it all. American firms are growing their reach to the far corners of the world well beyond Europe, Canada and a few select other countries. The overall trade numbers reflect this shift.

According to a Federal Reserve report, the bulk of U.S. export goods “historically has been destined for developed countries, but the share of goods exported to developing countries has increased considerably since the ’80s. In 1985, the share of goods exported to developing countries was only about 29%. This share increased to 38% in 2007 and rose further to almost 45% in 2011.

Business outside the United States may seem daunting for companies seeking to begin selling where customers may speak different languages. However, SEMA has made it a priority to help members—both those new to exporting and those who want to grow this portion of their businesses—succeed overseas by providing resources and programs to help firms lay the groundwork for global expansion. This is the first of a two-part series highlighting SEMA’s international resources and programs at the SEMA Show and year-round. The association’s international programs are designed to assist members to address such hurdles as:

• Lack of knowledge about the best international markets to target and the criteria to judge the options.
• Unfamiliarity with which vehicles are on the road so that companies can identify the best markets for their products.
• Lack of access to vehicles not sold in the United States but for which there is demand for products overseas.
• The need to identify potential customers and the opportunities to meet with these buyers.
• Lack of information on the laws/regulations regarding the sale of products in a target country.

Overseas Business Development Conferences

SEMA organizes business-development trips to “hot” emerging markets each year. They are designed to provide members with a low-cost, high-value way to explore new markets. Upcoming venues include China, the United Arab Emirates (UAE) and Russia. Taking part in these programs is an effective way for businesses to test markets, build brand awareness and set-up distribution networks. For those with distributors already in the selected country, the trips are an excellent time to gauge how these arrangements are working and let your customers know that you are there to support their efforts to market your products. SEMA identifies these markets by looking for three elements:

• Enthusiasts interested in customizing.
• Sufficient numbers of consumers with the financial means to purchase specialty products.
• Receptive and forward-thinking governments looking to develop a pro-industry climate to grow the market while meeting safety and environmental concerns.

China

The annual SEMA China Business Development Tour is held each September, with the next trip taking place September 11–14. Activities include a booth at a major Beijing-based trade show, visits to specialty-equipment shops, briefings by U.S. government officials based in China and the opportunity to network with both buyers and fellow SEMA members in an informal setting. Costs include hotel, meals and an interpreter assigned to each company for two days. Qualifying trip participants can receive a $1,000 grant to help defray the costs of participating.

Sample agenda:

• First Evening: Hotel check-in; U.S. Embassy briefing and dinner.
• Day Two: Delegation breakfast; visit local retailers/installers (interpreters provided).
• Day Three: Full day to meet with pre-vetted buyers from throughout the country (China) or region (Middle East). Each company is provided a booth and an interpreter. Networking events with the buyers provide additional opportunities to meet with potential customers.
• Final Morning: Breakfast; departures for the United States.

United Arab Emirates

A similar program in the Middle East is scheduled for mid-March 2014. Participants at that event will visit specialty-equipment retailers and installers in Dubai; meet with pre-vetted buyers from the six Persian Gulf countries as well as buyers from Egypt, Lebanon and Jordan at a day-long event comprised of meetings and networking events; participate in a briefing and meet one-on-one with U.S. Embassy officials from throughout the Gulf region; and work with local buyers to create project vehicles featuring participants’ products. Qualifying trip participants can receive a $1,000 grant to help defray the cost of participating.

Russia

Russia is the next market to be added to the agenda, with an initial trip tentatively planned for late May 2014. Details will be available soon.

For complete details about SEMA’s international business-development programs or other global initiatives, visit here or contact SEMA Director of International and Government Relations Linda Spencer at lindas@sema.org.

SEMA News—September 2013

INTERNATIONAL
By Linda Spencer

Markets Broaden, Providing Opportunities

SEMA Programs for Global Exports

There are huge benefits for companies that export. Diversifying the customer base can lead to an improved bottom line; companies that export are better positioned to ride out future U.S. economic downturns and can increase the firms’ overall competitiveness through access to new customers; exporting leads to new ways of doing business; and exports provide contact with new cultures.

The top markets for U.S. automotive specialty-equipment products have traditionally been nearby customers in Canada, the English-speaking markets of the United Kingdom, the rest of Europe, including Scandinavia, and strong markets in Australia and New Zealand. But the coverage is broadening.

U.S. manufacturers of specialty products have seen increasing demand from Brazil, Russia, India, China and South Africa (the so-called BRICS) as well as the Middle East. Growing local car culture, increasing interest in customizing, disposable income to personalize vehicles and a positive perception of U.S. brands fuels it all. American firms are growing their reach to the far corners of the world well beyond Europe, Canada and a few select other countries. The overall trade numbers reflect this shift.

According to a Federal Reserve report, the bulk of U.S. export goods “historically has been destined for developed countries, but the share of goods exported to developing countries has increased considerably since the ’80s. In 1985, the share of goods exported to developing countries was only about 29%. This share increased to 38% in 2007 and rose further to almost 45% in 2011.

Business outside the United States may seem daunting for companies seeking to begin selling where customers may speak different languages. However, SEMA has made it a priority to help members—both those new to exporting and those who want to grow this portion of their businesses—succeed overseas by providing resources and programs to help firms lay the groundwork for global expansion. This is the first of a two-part series highlighting SEMA’s international resources and programs at the SEMA Show and year-round. The association’s international programs are designed to assist members to address such hurdles as:

• Lack of knowledge about the best international markets to target and the criteria to judge the options.
• Unfamiliarity with which vehicles are on the road so that companies can identify the best markets for their products.
• Lack of access to vehicles not sold in the United States but for which there is demand for products overseas.
• The need to identify potential customers and the opportunities to meet with these buyers.
• Lack of information on the laws/regulations regarding the sale of products in a target country.

Overseas Business Development Conferences

SEMA organizes business-development trips to “hot” emerging markets each year. They are designed to provide members with a low-cost, high-value way to explore new markets. Upcoming venues include China, the United Arab Emirates (UAE) and Russia. Taking part in these programs is an effective way for businesses to test markets, build brand awareness and set-up distribution networks. For those with distributors already in the selected country, the trips are an excellent time to gauge how these arrangements are working and let your customers know that you are there to support their efforts to market your products. SEMA identifies these markets by looking for three elements:

• Enthusiasts interested in customizing.
• Sufficient numbers of consumers with the financial means to purchase specialty products.
• Receptive and forward-thinking governments looking to develop a pro-industry climate to grow the market while meeting safety and environmental concerns.

China

The annual SEMA China Business Development Tour is held each September, with the next trip taking place September 11–14. Activities include a booth at a major Beijing-based trade show, visits to specialty-equipment shops, briefings by U.S. government officials based in China and the opportunity to network with both buyers and fellow SEMA members in an informal setting. Costs include hotel, meals and an interpreter assigned to each company for two days. Qualifying trip participants can receive a $1,000 grant to help defray the costs of participating.

Sample agenda:

• First Evening: Hotel check-in; U.S. Embassy briefing and dinner.
• Day Two: Delegation breakfast; visit local retailers/installers (interpreters provided).
• Day Three: Full day to meet with pre-vetted buyers from throughout the country (China) or region (Middle East). Each company is provided a booth and an interpreter. Networking events with the buyers provide additional opportunities to meet with potential customers.
• Final Morning: Breakfast; departures for the United States.

United Arab Emirates

A similar program in the Middle East is scheduled for mid-March 2014. Participants at that event will visit specialty-equipment retailers and installers in Dubai; meet with pre-vetted buyers from the six Persian Gulf countries as well as buyers from Egypt, Lebanon and Jordan at a day-long event comprised of meetings and networking events; participate in a briefing and meet one-on-one with U.S. Embassy officials from throughout the Gulf region; and work with local buyers to create project vehicles featuring participants’ products. Qualifying trip participants can receive a $1,000 grant to help defray the cost of participating.

Russia

Russia is the next market to be added to the agenda, with an initial trip tentatively planned for late May 2014. Details will be available soon.

For complete details about SEMA’s international business-development programs or other global initiatives, visit here or contact SEMA Director of International and Government Relations Linda Spencer at lindas@sema.org.

SEMA News—September 2013

INTERNATIONAL
By Linda Spencer

Markets Broaden, Providing Opportunities

SEMA Programs for Global Exports

There are huge benefits for companies that export. Diversifying the customer base can lead to an improved bottom line; companies that export are better positioned to ride out future U.S. economic downturns and can increase the firms’ overall competitiveness through access to new customers; exporting leads to new ways of doing business; and exports provide contact with new cultures.

The top markets for U.S. automotive specialty-equipment products have traditionally been nearby customers in Canada, the English-speaking markets of the United Kingdom, the rest of Europe, including Scandinavia, and strong markets in Australia and New Zealand. But the coverage is broadening.

U.S. manufacturers of specialty products have seen increasing demand from Brazil, Russia, India, China and South Africa (the so-called BRICS) as well as the Middle East. Growing local car culture, increasing interest in customizing, disposable income to personalize vehicles and a positive perception of U.S. brands fuels it all. American firms are growing their reach to the far corners of the world well beyond Europe, Canada and a few select other countries. The overall trade numbers reflect this shift.

According to a Federal Reserve report, the bulk of U.S. export goods “historically has been destined for developed countries, but the share of goods exported to developing countries has increased considerably since the ’80s. In 1985, the share of goods exported to developing countries was only about 29%. This share increased to 38% in 2007 and rose further to almost 45% in 2011.

Business outside the United States may seem daunting for companies seeking to begin selling where customers may speak different languages. However, SEMA has made it a priority to help members—both those new to exporting and those who want to grow this portion of their businesses—succeed overseas by providing resources and programs to help firms lay the groundwork for global expansion. This is the first of a two-part series highlighting SEMA’s international resources and programs at the SEMA Show and year-round. The association’s international programs are designed to assist members to address such hurdles as:

• Lack of knowledge about the best international markets to target and the criteria to judge the options.
• Unfamiliarity with which vehicles are on the road so that companies can identify the best markets for their products.
• Lack of access to vehicles not sold in the United States but for which there is demand for products overseas.
• The need to identify potential customers and the opportunities to meet with these buyers.
• Lack of information on the laws/regulations regarding the sale of products in a target country.

Overseas Business Development Conferences

SEMA organizes business-development trips to “hot” emerging markets each year. They are designed to provide members with a low-cost, high-value way to explore new markets. Upcoming venues include China, the United Arab Emirates (UAE) and Russia. Taking part in these programs is an effective way for businesses to test markets, build brand awareness and set-up distribution networks. For those with distributors already in the selected country, the trips are an excellent time to gauge how these arrangements are working and let your customers know that you are there to support their efforts to market your products. SEMA identifies these markets by looking for three elements:

• Enthusiasts interested in customizing.
• Sufficient numbers of consumers with the financial means to purchase specialty products.
• Receptive and forward-thinking governments looking to develop a pro-industry climate to grow the market while meeting safety and environmental concerns.

China

The annual SEMA China Business Development Tour is held each September, with the next trip taking place September 11–14. Activities include a booth at a major Beijing-based trade show, visits to specialty-equipment shops, briefings by U.S. government officials based in China and the opportunity to network with both buyers and fellow SEMA members in an informal setting. Costs include hotel, meals and an interpreter assigned to each company for two days. Qualifying trip participants can receive a $1,000 grant to help defray the costs of participating.

Sample agenda:

• First Evening: Hotel check-in; U.S. Embassy briefing and dinner.
• Day Two: Delegation breakfast; visit local retailers/installers (interpreters provided).
• Day Three: Full day to meet with pre-vetted buyers from throughout the country (China) or region (Middle East). Each company is provided a booth and an interpreter. Networking events with the buyers provide additional opportunities to meet with potential customers.
• Final Morning: Breakfast; departures for the United States.

United Arab Emirates

A similar program in the Middle East is scheduled for mid-March 2014. Participants at that event will visit specialty-equipment retailers and installers in Dubai; meet with pre-vetted buyers from the six Persian Gulf countries as well as buyers from Egypt, Lebanon and Jordan at a day-long event comprised of meetings and networking events; participate in a briefing and meet one-on-one with U.S. Embassy officials from throughout the Gulf region; and work with local buyers to create project vehicles featuring participants’ products. Qualifying trip participants can receive a $1,000 grant to help defray the cost of participating.

Russia

Russia is the next market to be added to the agenda, with an initial trip tentatively planned for late May 2014. Details will be available soon.

For complete details about SEMA’s international business-development programs or other global initiatives, visit here or contact SEMA Director of International and Government Relations Linda Spencer at lindas@sema.org.

SEMA News—September 2013

INTERNATIONAL
By Linda Spencer

Markets Broaden, Providing Opportunities

SEMA Programs for Global Exports

There are huge benefits for companies that export. Diversifying the customer base can lead to an improved bottom line; companies that export are better positioned to ride out future U.S. economic downturns and can increase the firms’ overall competitiveness through access to new customers; exporting leads to new ways of doing business; and exports provide contact with new cultures.

The top markets for U.S. automotive specialty-equipment products have traditionally been nearby customers in Canada, the English-speaking markets of the United Kingdom, the rest of Europe, including Scandinavia, and strong markets in Australia and New Zealand. But the coverage is broadening.

U.S. manufacturers of specialty products have seen increasing demand from Brazil, Russia, India, China and South Africa (the so-called BRICS) as well as the Middle East. Growing local car culture, increasing interest in customizing, disposable income to personalize vehicles and a positive perception of U.S. brands fuels it all. American firms are growing their reach to the far corners of the world well beyond Europe, Canada and a few select other countries. The overall trade numbers reflect this shift.

According to a Federal Reserve report, the bulk of U.S. export goods “historically has been destined for developed countries, but the share of goods exported to developing countries has increased considerably since the ’80s. In 1985, the share of goods exported to developing countries was only about 29%. This share increased to 38% in 2007 and rose further to almost 45% in 2011.

Business outside the United States may seem daunting for companies seeking to begin selling where customers may speak different languages. However, SEMA has made it a priority to help members—both those new to exporting and those who want to grow this portion of their businesses—succeed overseas by providing resources and programs to help firms lay the groundwork for global expansion. This is the first of a two-part series highlighting SEMA’s international resources and programs at the SEMA Show and year-round. The association’s international programs are designed to assist members to address such hurdles as:

• Lack of knowledge about the best international markets to target and the criteria to judge the options.
• Unfamiliarity with which vehicles are on the road so that companies can identify the best markets for their products.
• Lack of access to vehicles not sold in the United States but for which there is demand for products overseas.
• The need to identify potential customers and the opportunities to meet with these buyers.
• Lack of information on the laws/regulations regarding the sale of products in a target country.

Overseas Business Development Conferences

SEMA organizes business-development trips to “hot” emerging markets each year. They are designed to provide members with a low-cost, high-value way to explore new markets. Upcoming venues include China, the United Arab Emirates (UAE) and Russia. Taking part in these programs is an effective way for businesses to test markets, build brand awareness and set-up distribution networks. For those with distributors already in the selected country, the trips are an excellent time to gauge how these arrangements are working and let your customers know that you are there to support their efforts to market your products. SEMA identifies these markets by looking for three elements:

• Enthusiasts interested in customizing.
• Sufficient numbers of consumers with the financial means to purchase specialty products.
• Receptive and forward-thinking governments looking to develop a pro-industry climate to grow the market while meeting safety and environmental concerns.

China

The annual SEMA China Business Development Tour is held each September, with the next trip taking place September 11–14. Activities include a booth at a major Beijing-based trade show, visits to specialty-equipment shops, briefings by U.S. government officials based in China and the opportunity to network with both buyers and fellow SEMA members in an informal setting. Costs include hotel, meals and an interpreter assigned to each company for two days. Qualifying trip participants can receive a $1,000 grant to help defray the costs of participating.

Sample agenda:

• First Evening: Hotel check-in; U.S. Embassy briefing and dinner.
• Day Two: Delegation breakfast; visit local retailers/installers (interpreters provided).
• Day Three: Full day to meet with pre-vetted buyers from throughout the country (China) or region (Middle East). Each company is provided a booth and an interpreter. Networking events with the buyers provide additional opportunities to meet with potential customers.
• Final Morning: Breakfast; departures for the United States.

United Arab Emirates

A similar program in the Middle East is scheduled for mid-March 2014. Participants at that event will visit specialty-equipment retailers and installers in Dubai; meet with pre-vetted buyers from the six Persian Gulf countries as well as buyers from Egypt, Lebanon and Jordan at a day-long event comprised of meetings and networking events; participate in a briefing and meet one-on-one with U.S. Embassy officials from throughout the Gulf region; and work with local buyers to create project vehicles featuring participants’ products. Qualifying trip participants can receive a $1,000 grant to help defray the cost of participating.

Russia

Russia is the next market to be added to the agenda, with an initial trip tentatively planned for late May 2014. Details will be available soon.

For complete details about SEMA’s international business-development programs or other global initiatives, visit here or contact SEMA Director of International and Government Relations Linda Spencer at lindas@sema.org.

SEMA News—September 2013

INTERNATIONAL
By Linda Spencer

Markets Broaden, Providing Opportunities

SEMA Programs for Global Exports

There are huge benefits for companies that export. Diversifying the customer base can lead to an improved bottom line; companies that export are better positioned to ride out future U.S. economic downturns and can increase the firms’ overall competitiveness through access to new customers; exporting leads to new ways of doing business; and exports provide contact with new cultures.

The top markets for U.S. automotive specialty-equipment products have traditionally been nearby customers in Canada, the English-speaking markets of the United Kingdom, the rest of Europe, including Scandinavia, and strong markets in Australia and New Zealand. But the coverage is broadening.

U.S. manufacturers of specialty products have seen increasing demand from Brazil, Russia, India, China and South Africa (the so-called BRICS) as well as the Middle East. Growing local car culture, increasing interest in customizing, disposable income to personalize vehicles and a positive perception of U.S. brands fuels it all. American firms are growing their reach to the far corners of the world well beyond Europe, Canada and a few select other countries. The overall trade numbers reflect this shift.

According to a Federal Reserve report, the bulk of U.S. export goods “historically has been destined for developed countries, but the share of goods exported to developing countries has increased considerably since the ’80s. In 1985, the share of goods exported to developing countries was only about 29%. This share increased to 38% in 2007 and rose further to almost 45% in 2011.

Business outside the United States may seem daunting for companies seeking to begin selling where customers may speak different languages. However, SEMA has made it a priority to help members—both those new to exporting and those who want to grow this portion of their businesses—succeed overseas by providing resources and programs to help firms lay the groundwork for global expansion. This is the first of a two-part series highlighting SEMA’s international resources and programs at the SEMA Show and year-round. The association’s international programs are designed to assist members to address such hurdles as:

• Lack of knowledge about the best international markets to target and the criteria to judge the options.
• Unfamiliarity with which vehicles are on the road so that companies can identify the best markets for their products.
• Lack of access to vehicles not sold in the United States but for which there is demand for products overseas.
• The need to identify potential customers and the opportunities to meet with these buyers.
• Lack of information on the laws/regulations regarding the sale of products in a target country.

Overseas Business Development Conferences

SEMA organizes business-development trips to “hot” emerging markets each year. They are designed to provide members with a low-cost, high-value way to explore new markets. Upcoming venues include China, the United Arab Emirates (UAE) and Russia. Taking part in these programs is an effective way for businesses to test markets, build brand awareness and set-up distribution networks. For those with distributors already in the selected country, the trips are an excellent time to gauge how these arrangements are working and let your customers know that you are there to support their efforts to market your products. SEMA identifies these markets by looking for three elements:

• Enthusiasts interested in customizing.
• Sufficient numbers of consumers with the financial means to purchase specialty products.
• Receptive and forward-thinking governments looking to develop a pro-industry climate to grow the market while meeting safety and environmental concerns.

China

The annual SEMA China Business Development Tour is held each September, with the next trip taking place September 11–14. Activities include a booth at a major Beijing-based trade show, visits to specialty-equipment shops, briefings by U.S. government officials based in China and the opportunity to network with both buyers and fellow SEMA members in an informal setting. Costs include hotel, meals and an interpreter assigned to each company for two days. Qualifying trip participants can receive a $1,000 grant to help defray the costs of participating.

Sample agenda:

• First Evening: Hotel check-in; U.S. Embassy briefing and dinner.
• Day Two: Delegation breakfast; visit local retailers/installers (interpreters provided).
• Day Three: Full day to meet with pre-vetted buyers from throughout the country (China) or region (Middle East). Each company is provided a booth and an interpreter. Networking events with the buyers provide additional opportunities to meet with potential customers.
• Final Morning: Breakfast; departures for the United States.

United Arab Emirates

A similar program in the Middle East is scheduled for mid-March 2014. Participants at that event will visit specialty-equipment retailers and installers in Dubai; meet with pre-vetted buyers from the six Persian Gulf countries as well as buyers from Egypt, Lebanon and Jordan at a day-long event comprised of meetings and networking events; participate in a briefing and meet one-on-one with U.S. Embassy officials from throughout the Gulf region; and work with local buyers to create project vehicles featuring participants’ products. Qualifying trip participants can receive a $1,000 grant to help defray the cost of participating.

Russia

Russia is the next market to be added to the agenda, with an initial trip tentatively planned for late May 2014. Details will be available soon.

For complete details about SEMA’s international business-development programs or other global initiatives, visit here or contact SEMA Director of International and Government Relations Linda Spencer at lindas@sema.org.

SEMA News—September 2013

INTERNATIONAL
By Linda Spencer

Markets Broaden, Providing Opportunities

SEMA Programs for Global Exports

There are huge benefits for companies that export. Diversifying the customer base can lead to an improved bottom line; companies that export are better positioned to ride out future U.S. economic downturns and can increase the firms’ overall competitiveness through access to new customers; exporting leads to new ways of doing business; and exports provide contact with new cultures.

The top markets for U.S. automotive specialty-equipment products have traditionally been nearby customers in Canada, the English-speaking markets of the United Kingdom, the rest of Europe, including Scandinavia, and strong markets in Australia and New Zealand. But the coverage is broadening.

U.S. manufacturers of specialty products have seen increasing demand from Brazil, Russia, India, China and South Africa (the so-called BRICS) as well as the Middle East. Growing local car culture, increasing interest in customizing, disposable income to personalize vehicles and a positive perception of U.S. brands fuels it all. American firms are growing their reach to the far corners of the world well beyond Europe, Canada and a few select other countries. The overall trade numbers reflect this shift.

According to a Federal Reserve report, the bulk of U.S. export goods “historically has been destined for developed countries, but the share of goods exported to developing countries has increased considerably since the ’80s. In 1985, the share of goods exported to developing countries was only about 29%. This share increased to 38% in 2007 and rose further to almost 45% in 2011.

Business outside the United States may seem daunting for companies seeking to begin selling where customers may speak different languages. However, SEMA has made it a priority to help members—both those new to exporting and those who want to grow this portion of their businesses—succeed overseas by providing resources and programs to help firms lay the groundwork for global expansion. This is the first of a two-part series highlighting SEMA’s international resources and programs at the SEMA Show and year-round. The association’s international programs are designed to assist members to address such hurdles as:

• Lack of knowledge about the best international markets to target and the criteria to judge the options.
• Unfamiliarity with which vehicles are on the road so that companies can identify the best markets for their products.
• Lack of access to vehicles not sold in the United States but for which there is demand for products overseas.
• The need to identify potential customers and the opportunities to meet with these buyers.
• Lack of information on the laws/regulations regarding the sale of products in a target country.

Overseas Business Development Conferences

SEMA organizes business-development trips to “hot” emerging markets each year. They are designed to provide members with a low-cost, high-value way to explore new markets. Upcoming venues include China, the United Arab Emirates (UAE) and Russia. Taking part in these programs is an effective way for businesses to test markets, build brand awareness and set-up distribution networks. For those with distributors already in the selected country, the trips are an excellent time to gauge how these arrangements are working and let your customers know that you are there to support their efforts to market your products. SEMA identifies these markets by looking for three elements:

• Enthusiasts interested in customizing.
• Sufficient numbers of consumers with the financial means to purchase specialty products.
• Receptive and forward-thinking governments looking to develop a pro-industry climate to grow the market while meeting safety and environmental concerns.

China

The annual SEMA China Business Development Tour is held each September, with the next trip taking place September 11–14. Activities include a booth at a major Beijing-based trade show, visits to specialty-equipment shops, briefings by U.S. government officials based in China and the opportunity to network with both buyers and fellow SEMA members in an informal setting. Costs include hotel, meals and an interpreter assigned to each company for two days. Qualifying trip participants can receive a $1,000 grant to help defray the costs of participating.

Sample agenda:

• First Evening: Hotel check-in; U.S. Embassy briefing and dinner.
• Day Two: Delegation breakfast; visit local retailers/installers (interpreters provided).
• Day Three: Full day to meet with pre-vetted buyers from throughout the country (China) or region (Middle East). Each company is provided a booth and an interpreter. Networking events with the buyers provide additional opportunities to meet with potential customers.
• Final Morning: Breakfast; departures for the United States.

United Arab Emirates

A similar program in the Middle East is scheduled for mid-March 2014. Participants at that event will visit specialty-equipment retailers and installers in Dubai; meet with pre-vetted buyers from the six Persian Gulf countries as well as buyers from Egypt, Lebanon and Jordan at a day-long event comprised of meetings and networking events; participate in a briefing and meet one-on-one with U.S. Embassy officials from throughout the Gulf region; and work with local buyers to create project vehicles featuring participants’ products. Qualifying trip participants can receive a $1,000 grant to help defray the cost of participating.

Russia

Russia is the next market to be added to the agenda, with an initial trip tentatively planned for late May 2014. Details will be available soon.

For complete details about SEMA’s international business-development programs or other global initiatives, visit here or contact SEMA Director of International and Government Relations Linda Spencer at lindas@sema.org.

SEMA News—September 2013

INTERNET
By Joe Dysart

Mobile E-mail Marketing: Now, Too Critical to Ignore

E-mail marketers operating without significant, robust accommodations for mobile device users are leaving trunks of money at the table, according to two new reports on e-mail usage.

A full 41% of all e-mail is now read on mobile devices—smartphones and tablets—and that’s a spike in preference that will continue to rise for the foreseeable future, according to the “Mobile E-Mail Opens Report, 2nd Half 2012,” released by Knotice, a marketing firm.

It’s been a dramatic, quick upsurge: Only 20% of all e-mail was read on mobile devices just a year prior during Q3 and Q4 of 2011, according to Knotice. A similar statistic—43% of all e-mails being read on the same devices by the start of 2013—was reported in a study entitled “2013 Consumer Views of E-Mail Marketing,” which was released earlier this year by Bluehornet, an e-mail marketing services provider.

“The rate of increase in mobile open rates continues with consistent strength, which lends further evidence to the accelerating rate of mobile adoption,” the Knotice researchers said.

Not surprisingly, much of that mobile e-mail is read on Apple devices; a full 33% of all mobile e-mail is opened either on an iPhone or iPad, according to Knotice.

Mobile users are most likely to read e-mail on their devices at the start of the workday or right after dinner, Knotice said—although the researchers found that there has been an overall increase in e-mail being opened on mobile devices throughout the day.

Researchers also debunked an oft-repeated myth with their study: Overwhelmingly, mobile users do not use their smartphones and tablets to “preview” e-mails that they later read on their desktops or laptops. Instead e-mails get only one chance to make a good impression, and only 2% of e-mails opened on a mobile are re-read on more traditional devices later.

Interestingly, mobile users are still hesitant to engage in calls to action on their mobiles, such as invitations to click on links, buy products, send a reply e-mail, make a call or similar interactivity, the report said. So far, a majority of users still prefer to make those clicks on their laptops and desktops.

“We can attribute this to the fact that many e-mail marketers have yet to successfully optimize e-mail content to mobile users,” Knotice’s researchers said.

One takeaway is certain from both studies: Marketers who take pains to ensure that their e-mails are easily readable and easy to work with on mobile devices stand to reap substantially greater profits. Specifically, here are some recommended best practices drawn from Bluehornet’s study:

Design for Mobile: There are scores of mobile e-mail design tips you can find on the web with the keyphrase “mobile e-mail design best practices.” Generally speaking, it’s a good idea to use images in your marketing e-mails that can scale according to screen size. You’ll also want to feature crisp, terse copy and large fonts. And you should feature large buttons that people can tap on to interact with your e-mail.

Offer Discounts: If possible, offer a discount as a way for a mobile user—or any user, for that matter—to sign up for your e-mail marketing list. Bluehornet found that 84% of respondents signed up for e-mail marketing lists when they were lured with the promise of discounts.

Implement “Text to Join”: You can make it easier for mobile users to sign up for your e-mail lists by including a text-to-join option in the e-mails you send to them.

Ask Permission: Many companies believe that it’s perfectly okay to add a customer to their e-mail lists as long as they’ve sold a good or service to that person. Trouble is, consumers don’t agree. A full 75% surveyed said that simply doing business with them did not equal permission to begin pummeling them with marketing e-mails. “Sentiment remains strong against the practice of sending promotional e-mails to consumers who haven’t specifically signed up for a brand’s e-mail program,” Bluehornet’s researchers said.

Don’t Pester: While it’s tempting to continually inform your customers what a great brand you’re offering, send too many self-congratulatory missives to customers phones and you could be off the hook. The number-one reason consumers unsubscribed from marketing e-mail lists was because they received too many e-mails from a company. The second most common reason for ditching an e-mail communiqué: The e-mails received from the company seemed irrelevant.

Make E-mails Social-Media Friendly: Including links to your Facebook, Twitter, YouTube and other presences is a good idea when marketing by e-mail in any medium. Bluehornet found that 33% of those surveyed posted at least some of what they found in marketing e-mails to one or more social networks. So making it easier for them to post what they find in your e-mail only makes sense.

Consider GPS-Sensitive E-mails: Service providers such as Foursquare (www.foursquare.com) are able to add location-based sensitivity to marketing e-mails. With Foursquare, for example, you can automatically send e-mails featuring discounts and special offers to the mobile phones of Foursquare members passing by your company store. The same service can also be used to quickly spike new subscribers while you’re at a trade show. A company might give away a free iPhone to a lucky person passing by its booth at a random time, for example. To enter, showgoers would simply need to sign-up for the company’s Foursquare program via the mobile device—a sign-up that would include their e-mail address.

Knotice’s researchers concluded: “If your brand has not yet reached the tipping point in mobile e-mail engagement, it will soon. How your e-mail subscribers view and consume e-mail has fundamentally changed. Every marketer will have to embrace the mobile-majority audience or risk continued declines in click and conversion metrics.”

Joe Dysart is an Internet speaker and business consultant based in Manhattan.
For more information:
646-233-4089
joe@joedysart.com
www.joedysart.com.