The Exhibit Space Rental Agreement (ESRA) is now available online for companies planning to exhibit at the 2012 SEMA Show.

	Manufacturers that secure exhibit space for the 2012 SEMA Show by April 27 have the opportunity to participate in the Priority Booth Selection Process.

While submissions are accepted any time before the Show (October 30–November 2), manufacturers that return their ESRAs with deposits by April 27 will have greater opportunities to collaborate with Show organizers and participate in the Priority Booth Selection Process. The selection process is the first opportunity exhibitors have to select the actual location of their SEMA Show booths.

“The Priority Booth Selection Process is the best time for exhibitors to select their space at the Show,” said Tom Gattuso, SEMA director of trade shows. “We highly recommend that exhibitors take part in the space selection process and commit to participating in the SEMA Show as early as possible. This really gives exhibitors the time they need to plan and prepare for the upcoming Show, and it allows our staff to work with and assist exhibitors as much as possible.”

Programs and services are available to help SEMA Show exhibitors find new buyers, strengthen relationships with existing buyers, promote new products and expand brand awareness. To secure space at the 2012 SEMA Show, visit here or contact SEMA’s Show Management at 702-450-7662, ext. 120, or e-mail SalesMgr@ConvExx.com.

	A special engine constructed by legendary builder Ed Pink using only high-performance components was auctioned off at the end of 2011 to benefit the SEMA Memorial Scholarship Fund. Applications for 2012 scholarships are due April 6.

The deadline to apply for awards from the SEMA Memorial Scholarship Fund is April 6. Through the fund, students preparing for careers in the automotive industry may be eligible for money for school—ranging from $1,000 to $4,000. The scholarship application requires transcripts and letters of recommendation and is available online at www.SEMA.org/scholarships.

Unlike financial aid and student loans, a SEMA Memorial Scholarship is a one-time award that does not have to be paid back. Awards are granted to eligible applicants based on academic achievements, work experience, community involvement, essay content and recommendations.

A loan forgiveness award is also available to recent graduates who are working for SEMA-member companies and paying off existing student loans. Details and applications for both the scholarship and the loan-forgiveness awards are available at www.sema.org/scholarships.

Winners will be notified in the summer of 2012. Scholarship payments are sent directly to the student’s college, university, trade or vocational school to help offset the cost of tuition. Loan-forgiveness payments are sent directly to the financial institutions.

For additional information, contact Juliet Marshall at julietm@SEMA.org, 909-978-6655.

	The Automotive Restoration Market Organization New Products Showcase at Spring Carlisle provides product exposure that can last throughout the year.

The 14th annual Automotive Restoration Market Organization (ARMO) New Products Showcase will be featured at Spring Carlisle in Carlisle, Pennsylvania, April 25–29.

The ARMO New Products Showcase puts the latest restoration products in front of one of the largest gatherings of restoration enthusiasts in the country at Spring Carlisle.

But the product exposure does not end there.

Each product is professionally photographed while on display. The photograph is posted in a gallery on the ARMO website and is also shown on video displays in the ARMO booth and during the ARMO awards reception at the SEMA Show. Photographs may also appear periodically in SEMA eNews and other association publications.

For only the cost of shipping, companies can benefit from a full year of product exposure. This opportunity is available only to ARMO members and is included with the annual ARMO membership fee.

To participate, contact Jim Skelly to get signed up for ARMO, or visit www.sema.org/armo.

Whether you attended the 2011 SEMA Show or not, we always recommend checking out the media coverage after the Show. Thousands of media representatives attend the Show each year and their goal is to scour the Show floor for the hottest and best new products available. They’re not simply looking to meet with a few manufacturers. Rather, they’re reporting on the Show so that they can share what’s new with their audience. Below, are just a few examples of the coverage that resulted. As you see more articles, add them to your personal list of Required Reading—you may discover some products that you missed while in Vegas!

MSN.com The online site featured its SEMA Show coverage prominently on its homepage following the event in early November. Articles touched on topics from the hottest hot rods to awesome off-roaders. Its headline article, “Tough economy gives boost to auto ‘aftermarket’” pointed out that the SEMA Show, which features just about everything automotive, was bustling with activity.		AutoWeek This leading consumer publication included a number of pre-Show articles leading up to the SEMA Show. It’s no surprise, then, that AutoWeek did a thorough job covering the event with articles and video on its website, as well as additional articles in the printed magazine. From identifying some of the hottest vehicles at the Show to reporting on the intensity that Show participants endure, the magazine gave its audience complete coverage of the Show.
RV Business The SEMA industry is about passion and lifestyle, and so many at the Show focus on key segments that are relevant to their businesses. Such is the reason why publications such as RV Business attend and report on the SEMA Show.		Fender Bender This publication targeting the collision repair industry reports regularly on news about the SEMA Show. As more and more of its readers attend the SEMA Show, the magazine has been sharing news on how to navigate the Show and what cross-marketing opportunities exist

Whether you attended the 2011 SEMA Show or not, we always recommend checking out the media coverage after the Show. Thousands of media representatives attend the Show each year and their goal is to scour the Show floor for the hottest and best new products available. They’re not simply looking to meet with a few manufacturers. Rather, they’re reporting on the Show so that they can share what’s new with their audience. Below, are just a few examples of the coverage that resulted. As you see more articles, add them to your personal list of Required Reading—you may discover some products that you missed while in Vegas!

MSN.com The online site featured its SEMA Show coverage prominently on its homepage following the event in early November. Articles touched on topics from the hottest hot rods to awesome off-roaders. Its headline article, “Tough economy gives boost to auto ‘aftermarket’” pointed out that the SEMA Show, which features just about everything automotive, was bustling with activity.		AutoWeek This leading consumer publication included a number of pre-Show articles leading up to the SEMA Show. It’s no surprise, then, that AutoWeek did a thorough job covering the event with articles and video on its website, as well as additional articles in the printed magazine. From identifying some of the hottest vehicles at the Show to reporting on the intensity that Show participants endure, the magazine gave its audience complete coverage of the Show.
RV Business The SEMA industry is about passion and lifestyle, and so many at the Show focus on key segments that are relevant to their businesses. Such is the reason why publications such as RV Business attend and report on the SEMA Show.		Fender Bender This publication targeting the collision repair industry reports regularly on news about the SEMA Show. As more and more of its readers attend the SEMA Show, the magazine has been sharing news on how to navigate the Show and what cross-marketing opportunities exist

Whether you attended the 2011 SEMA Show or not, we always recommend checking out the media coverage after the Show. Thousands of media representatives attend the Show each year and their goal is to scour the Show floor for the hottest and best new products available. They’re not simply looking to meet with a few manufacturers. Rather, they’re reporting on the Show so that they can share what’s new with their audience. Below, are just a few examples of the coverage that resulted. As you see more articles, add them to your personal list of Required Reading—you may discover some products that you missed while in Vegas!

MSN.com The online site featured its SEMA Show coverage prominently on its homepage following the event in early November. Articles touched on topics from the hottest hot rods to awesome off-roaders. Its headline article, “Tough economy gives boost to auto ‘aftermarket’” pointed out that the SEMA Show, which features just about everything automotive, was bustling with activity.		AutoWeek This leading consumer publication included a number of pre-Show articles leading up to the SEMA Show. It’s no surprise, then, that AutoWeek did a thorough job covering the event with articles and video on its website, as well as additional articles in the printed magazine. From identifying some of the hottest vehicles at the Show to reporting on the intensity that Show participants endure, the magazine gave its audience complete coverage of the Show.
RV Business The SEMA industry is about passion and lifestyle, and so many at the Show focus on key segments that are relevant to their businesses. Such is the reason why publications such as RV Business attend and report on the SEMA Show.		Fender Bender This publication targeting the collision repair industry reports regularly on news about the SEMA Show. As more and more of its readers attend the SEMA Show, the magazine has been sharing news on how to navigate the Show and what cross-marketing opportunities exist

Whether you attended the 2011 SEMA Show or not, we always recommend checking out the media coverage after the Show. Thousands of media representatives attend the Show each year and their goal is to scour the Show floor for the hottest and best new products available. They’re not simply looking to meet with a few manufacturers. Rather, they’re reporting on the Show so that they can share what’s new with their audience. Below, are just a few examples of the coverage that resulted. As you see more articles, add them to your personal list of Required Reading—you may discover some products that you missed while in Vegas!

MSN.com The online site featured its SEMA Show coverage prominently on its homepage following the event in early November. Articles touched on topics from the hottest hot rods to awesome off-roaders. Its headline article, “Tough economy gives boost to auto ‘aftermarket’” pointed out that the SEMA Show, which features just about everything automotive, was bustling with activity.		AutoWeek This leading consumer publication included a number of pre-Show articles leading up to the SEMA Show. It’s no surprise, then, that AutoWeek did a thorough job covering the event with articles and video on its website, as well as additional articles in the printed magazine. From identifying some of the hottest vehicles at the Show to reporting on the intensity that Show participants endure, the magazine gave its audience complete coverage of the Show.
RV Business The SEMA industry is about passion and lifestyle, and so many at the Show focus on key segments that are relevant to their businesses. Such is the reason why publications such as RV Business attend and report on the SEMA Show.		Fender Bender This publication targeting the collision repair industry reports regularly on news about the SEMA Show. As more and more of its readers attend the SEMA Show, the magazine has been sharing news on how to navigate the Show and what cross-marketing opportunities exist

Whether you attended the 2011 SEMA Show or not, we always recommend checking out the media coverage after the Show. Thousands of media representatives attend the Show each year and their goal is to scour the Show floor for the hottest and best new products available. They’re not simply looking to meet with a few manufacturers. Rather, they’re reporting on the Show so that they can share what’s new with their audience. Below, are just a few examples of the coverage that resulted. As you see more articles, add them to your personal list of Required Reading—you may discover some products that you missed while in Vegas!

MSN.com The online site featured its SEMA Show coverage prominently on its homepage following the event in early November. Articles touched on topics from the hottest hot rods to awesome off-roaders. Its headline article, “Tough economy gives boost to auto ‘aftermarket’” pointed out that the SEMA Show, which features just about everything automotive, was bustling with activity.		AutoWeek This leading consumer publication included a number of pre-Show articles leading up to the SEMA Show. It’s no surprise, then, that AutoWeek did a thorough job covering the event with articles and video on its website, as well as additional articles in the printed magazine. From identifying some of the hottest vehicles at the Show to reporting on the intensity that Show participants endure, the magazine gave its audience complete coverage of the Show.
RV Business The SEMA industry is about passion and lifestyle, and so many at the Show focus on key segments that are relevant to their businesses. Such is the reason why publications such as RV Business attend and report on the SEMA Show.		Fender Bender This publication targeting the collision repair industry reports regularly on news about the SEMA Show. As more and more of its readers attend the SEMA Show, the magazine has been sharing news on how to navigate the Show and what cross-marketing opportunities exist

New Opinion Leader Study Provides Insights Into Consumers

	A new SEMA publication entitled 2011 Opinion Leader Report provides firsthand feedback from participants in the association’s opinion leader program compared and contrasted with a group recruited from the general population.

The three-year-old SEMA enthusiast opinion leader research program was created in advance of the 2009 SEMA Show to provide SEMA researchers with consumer insights into industry trends, products, vehicles and the SEMA Show itself. It was built around automotive enthusiasts and opinion leaders who were active in car clubs, automotive websites or forums as well as active social media bloggers who follow performance automotive businesses.

Applicants and their guests were invited to the SEMA Show, where they were given an exclusive preview of thousands of new products and then were asked to share feedback and their personal views on what they saw as well as their experiences at the Show.

The opinion leader program continued each succeeding year, including at the 2011 SEMA Show, where some of the nation’s most active and influential automotive enthusiasts provided additional firsthand feedback through participation in onsite focus groups that provided deeper insight into enthusiasts’ perspectives and attitudes about the automotive specialty-equipment industry. The information gathered during these focus groups, and a separate online session with another group recruited at random from the general population, has now been compiled in a new SEMA publication entitled 2011 Opinion Leader Report. It is available free to SEMA members. Non-members may also download the report for $200.

The opinion leader group was recruited and the sessions organized by the particular segment of the industry they participated in. The segments included truck and SUV, racing, street rodding, restoration, street performance, sport compact and off-roading. Throughout the report, the opinion leaders’ responses and opinions are compared and contrasted with those of the group from the general population.

The report is careful to point out that the responses of both groups are not intended to represent those of the total population of consumers who might buy SEMA-member products. They were intended instead to represent opinions from both ends of the spectrum. The opinions are therefore representative only of those particular participants, and most target consumers of SEMA-member companies are likely to harbor attitudes somewhere between the two groups. That said, the report provides some noteworthy comments and statistics.

	The detailed findings of the report are divided into three areas: modifying and upgrading (which includes not only behavioral but also attitudinal themes), parts purchasing, and retailer preferences and comments.
	In addition to findings from the focus groups, the report also includes verbatim quotes from participants regarding their attitudes about modifications to their vehicles.
	The report reviews participant opinions about the sources from which they research and purchase parts.
	The reasons behind modification decisions come to light through the range of information compiled in the report.

One of the most interesting observations to come out of the process is that the definition of performance is not what the researchers might have expected, given a SEMA focus. The automotive specialty-equipment industry was initially built around speed and horsepower, but those aspects of “performance” are no longer the sole parameters that enthusiasts seek from their vehicles.

“While to some [performance] still means more power, to others it might mean better suspension to help a truck crawl over rocks, or for a car to handle better,” the report observes. “It might mean better brakes to add a margin of safety, or specific modifications to improve fuel economy. We also heard quite a few references to quality and reliability to make sure their vehicles perform when needed or last longer. Across both groups we heard that one of the primary motivations for buying specialty parts and modifying their vehicles was to personalize them.”

The idea of personalizing a vehicle—making improvements with the goal of individualizing a car or truck and setting the owner apart from his or her peers—is a continuing theme in the report.

“There is also a sense of satisfaction derived from accomplishing something special and the peace of mind knowing the job was done right and their vehicle[s] will perform better because of it,” the report says.

Much of the research that makes up the report confirms notions that perceptive marketers and analysts have long held. For instance, the consumers in both the groups rely on the Internet to gather information about parts and modifications as well as to actually purchase products for their vehicles. But while the general population might resort to general search engines such as Google to begin their research for a given product or service, the enthusiast opinion leader group looks to peer participants on forums and blogs.

“The advantages of Internet shopping are the availability of whatever part might be needed and finding the best possible price,” the report says. “When shopping locally, the [opinion leader] enthusiasts tend to buy from specialty shops while the general population group frequents chain stores. Interestingly, there is an understanding of the value of a good local source of reliable information such as you might find in a specialty shop, but the trade-off is seen as higher cost.”

The detailed findings of the report are divided into three areas: modifying and upgrading (which includes not only behavioral but also attitudinal themes), parts purchasing behavior and retailer preferences and comments. Under modifying and upgrading, for example, the report shows that most of the general population uses the same vehicle that is sometimes modified as daily transportation, but only about half of the opinion leader group uses the cars they modify as their daily drivers, with the other half modifying a hobby-specific vehicle.

Frequency and time spent on modification and who performs the work also differ between the two groups. While the opinion leaders themselves often upgrade specific performance features that depend upon how the vehicle will be used (racing or off-roading, for instance), the general consumer group tends to have others perform the work and to be more interested in upgrades to items such as upholstery or sound systems. The report also details some of the “wish list” projects that the groups would like to pursue as well as the barriers to achieving them.

In the parts purchasing behavior section, the report details the interaction customers prefer, including websites and e-mail, as well as how much each group has spent on modifications over the past three months. As noted previously, Internet shopping was high on both groups’ lists of information. Surprising, however, is the notion that discount stores and dealerships ranked low even among the general population participants.

“The companies people purchase from have many things in common,” the report says. “People purchase from a wide range of companies, depending on the specific part they are looking for, but some attributes are common to those that they purchase from.”

Those attributes include quality, reliability and customer loyalty, and the more engaged opinion leader group tended to focus on more specialized retailers. They purchase more from online retailers and look to specialty retailers because of the unique parts they’re seeking. As one might expect, the general population, with less interest in specific performance parts, shops mostly at more local outlets and chain stores.

Both groups see retail chains as convenient but lacking in selection, and even though customer service is seen as an advantage, neither group saw the staff at such chains as very knowledgeable. Both groups recognize the value of specialty stores, seeing them as having great products and expert advice but higher prices.

Both groups expressed a desire to personalize their vehicles “to stand out from the crowd,” but they also had specific reasons for choosing to make modifications. While the general population was concerned mainly with
safety and reliability, the opinion leaders were looking for increased performance and enjoyment along with a sense of accomplishment.

“The information generated from the opinion leader program is some of the best research we’ve ever done because it’s based on first-hand experience and knowledge from the influencers who help drive trends in our industry,” said Tom Myroniak, SEMA vice president of marketing and member services. “Not only do we get an exceptional group of participants, but we are able to provide exhibitors and attendees immediate and in-depth feedback based on these influencers’ preferences, attitudes and outlook toward our industry and its products. By giving these enthusiasts access to the newest products, we’re able to learn what resonates and what doesn’t. Exhibitor feedback indicates they find this information incredibly valuable, and it undoubtedly aids in shaping future plans.”

The 2011 Opinion Leader Report points out that consumers highly value manufacturers’ websites as good sources of information, especially when there is a customer-service program that is staffed by knowledgeable salespeople who can provide help and explanations that solve problems. And while hardcore enthusiasts will continue to commit time and money to their automotive hobbies even in tough economic times, other groups can also be encouraged to make purchases and modify vehicles, especially if they are provided with messages about improvements in efficiency, quality, reliability, safety and saving money.

New Opinion Leader Study Provides Insights Into Consumers

	A new SEMA publication entitled 2011 Opinion Leader Report provides firsthand feedback from participants in the association’s opinion leader program compared and contrasted with a group recruited from the general population.

The three-year-old SEMA enthusiast opinion leader research program was created in advance of the 2009 SEMA Show to provide SEMA researchers with consumer insights into industry trends, products, vehicles and the SEMA Show itself. It was built around automotive enthusiasts and opinion leaders who were active in car clubs, automotive websites or forums as well as active social media bloggers who follow performance automotive businesses.

Applicants and their guests were invited to the SEMA Show, where they were given an exclusive preview of thousands of new products and then were asked to share feedback and their personal views on what they saw as well as their experiences at the Show.

The opinion leader program continued each succeeding year, including at the 2011 SEMA Show, where some of the nation’s most active and influential automotive enthusiasts provided additional firsthand feedback through participation in onsite focus groups that provided deeper insight into enthusiasts’ perspectives and attitudes about the automotive specialty-equipment industry. The information gathered during these focus groups, and a separate online session with another group recruited at random from the general population, has now been compiled in a new SEMA publication entitled 2011 Opinion Leader Report. It is available free to SEMA members. Non-members may also download the report for $200.

The opinion leader group was recruited and the sessions organized by the particular segment of the industry they participated in. The segments included truck and SUV, racing, street rodding, restoration, street performance, sport compact and off-roading. Throughout the report, the opinion leaders’ responses and opinions are compared and contrasted with those of the group from the general population.

The report is careful to point out that the responses of both groups are not intended to represent those of the total population of consumers who might buy SEMA-member products. They were intended instead to represent opinions from both ends of the spectrum. The opinions are therefore representative only of those particular participants, and most target consumers of SEMA-member companies are likely to harbor attitudes somewhere between the two groups. That said, the report provides some noteworthy comments and statistics.

	The detailed findings of the report are divided into three areas: modifying and upgrading (which includes not only behavioral but also attitudinal themes), parts purchasing, and retailer preferences and comments.
	In addition to findings from the focus groups, the report also includes verbatim quotes from participants regarding their attitudes about modifications to their vehicles.
	The report reviews participant opinions about the sources from which they research and purchase parts.
	The reasons behind modification decisions come to light through the range of information compiled in the report.

One of the most interesting observations to come out of the process is that the definition of performance is not what the researchers might have expected, given a SEMA focus. The automotive specialty-equipment industry was initially built around speed and horsepower, but those aspects of “performance” are no longer the sole parameters that enthusiasts seek from their vehicles.

“While to some [performance] still means more power, to others it might mean better suspension to help a truck crawl over rocks, or for a car to handle better,” the report observes. “It might mean better brakes to add a margin of safety, or specific modifications to improve fuel economy. We also heard quite a few references to quality and reliability to make sure their vehicles perform when needed or last longer. Across both groups we heard that one of the primary motivations for buying specialty parts and modifying their vehicles was to personalize them.”

The idea of personalizing a vehicle—making improvements with the goal of individualizing a car or truck and setting the owner apart from his or her peers—is a continuing theme in the report.

“There is also a sense of satisfaction derived from accomplishing something special and the peace of mind knowing the job was done right and their vehicle[s] will perform better because of it,” the report says.

Much of the research that makes up the report confirms notions that perceptive marketers and analysts have long held. For instance, the consumers in both the groups rely on the Internet to gather information about parts and modifications as well as to actually purchase products for their vehicles. But while the general population might resort to general search engines such as Google to begin their research for a given product or service, the enthusiast opinion leader group looks to peer participants on forums and blogs.

“The advantages of Internet shopping are the availability of whatever part might be needed and finding the best possible price,” the report says. “When shopping locally, the [opinion leader] enthusiasts tend to buy from specialty shops while the general population group frequents chain stores. Interestingly, there is an understanding of the value of a good local source of reliable information such as you might find in a specialty shop, but the trade-off is seen as higher cost.”

The detailed findings of the report are divided into three areas: modifying and upgrading (which includes not only behavioral but also attitudinal themes), parts purchasing behavior and retailer preferences and comments. Under modifying and upgrading, for example, the report shows that most of the general population uses the same vehicle that is sometimes modified as daily transportation, but only about half of the opinion leader group uses the cars they modify as their daily drivers, with the other half modifying a hobby-specific vehicle.

Frequency and time spent on modification and who performs the work also differ between the two groups. While the opinion leaders themselves often upgrade specific performance features that depend upon how the vehicle will be used (racing or off-roading, for instance), the general consumer group tends to have others perform the work and to be more interested in upgrades to items such as upholstery or sound systems. The report also details some of the “wish list” projects that the groups would like to pursue as well as the barriers to achieving them.

In the parts purchasing behavior section, the report details the interaction customers prefer, including websites and e-mail, as well as how much each group has spent on modifications over the past three months. As noted previously, Internet shopping was high on both groups’ lists of information. Surprising, however, is the notion that discount stores and dealerships ranked low even among the general population participants.

“The companies people purchase from have many things in common,” the report says. “People purchase from a wide range of companies, depending on the specific part they are looking for, but some attributes are common to those that they purchase from.”

Those attributes include quality, reliability and customer loyalty, and the more engaged opinion leader group tended to focus on more specialized retailers. They purchase more from online retailers and look to specialty retailers because of the unique parts they’re seeking. As one might expect, the general population, with less interest in specific performance parts, shops mostly at more local outlets and chain stores.

Both groups see retail chains as convenient but lacking in selection, and even though customer service is seen as an advantage, neither group saw the staff at such chains as very knowledgeable. Both groups recognize the value of specialty stores, seeing them as having great products and expert advice but higher prices.

Both groups expressed a desire to personalize their vehicles “to stand out from the crowd,” but they also had specific reasons for choosing to make modifications. While the general population was concerned mainly with
safety and reliability, the opinion leaders were looking for increased performance and enjoyment along with a sense of accomplishment.

“The information generated from the opinion leader program is some of the best research we’ve ever done because it’s based on first-hand experience and knowledge from the influencers who help drive trends in our industry,” said Tom Myroniak, SEMA vice president of marketing and member services. “Not only do we get an exceptional group of participants, but we are able to provide exhibitors and attendees immediate and in-depth feedback based on these influencers’ preferences, attitudes and outlook toward our industry and its products. By giving these enthusiasts access to the newest products, we’re able to learn what resonates and what doesn’t. Exhibitor feedback indicates they find this information incredibly valuable, and it undoubtedly aids in shaping future plans.”

The 2011 Opinion Leader Report points out that consumers highly value manufacturers’ websites as good sources of information, especially when there is a customer-service program that is staffed by knowledgeable salespeople who can provide help and explanations that solve problems. And while hardcore enthusiasts will continue to commit time and money to their automotive hobbies even in tough economic times, other groups can also be encouraged to make purchases and modify vehicles, especially if they are provided with messages about improvements in efficiency, quality, reliability, safety and saving money.

New Opinion Leader Study Provides Insights Into Consumers

	A new SEMA publication entitled 2011 Opinion Leader Report provides firsthand feedback from participants in the association’s opinion leader program compared and contrasted with a group recruited from the general population.

The three-year-old SEMA enthusiast opinion leader research program was created in advance of the 2009 SEMA Show to provide SEMA researchers with consumer insights into industry trends, products, vehicles and the SEMA Show itself. It was built around automotive enthusiasts and opinion leaders who were active in car clubs, automotive websites or forums as well as active social media bloggers who follow performance automotive businesses.

Applicants and their guests were invited to the SEMA Show, where they were given an exclusive preview of thousands of new products and then were asked to share feedback and their personal views on what they saw as well as their experiences at the Show.

The opinion leader program continued each succeeding year, including at the 2011 SEMA Show, where some of the nation’s most active and influential automotive enthusiasts provided additional firsthand feedback through participation in onsite focus groups that provided deeper insight into enthusiasts’ perspectives and attitudes about the automotive specialty-equipment industry. The information gathered during these focus groups, and a separate online session with another group recruited at random from the general population, has now been compiled in a new SEMA publication entitled 2011 Opinion Leader Report. It is available free to SEMA members. Non-members may also download the report for $200.

The opinion leader group was recruited and the sessions organized by the particular segment of the industry they participated in. The segments included truck and SUV, racing, street rodding, restoration, street performance, sport compact and off-roading. Throughout the report, the opinion leaders’ responses and opinions are compared and contrasted with those of the group from the general population.

The report is careful to point out that the responses of both groups are not intended to represent those of the total population of consumers who might buy SEMA-member products. They were intended instead to represent opinions from both ends of the spectrum. The opinions are therefore representative only of those particular participants, and most target consumers of SEMA-member companies are likely to harbor attitudes somewhere between the two groups. That said, the report provides some noteworthy comments and statistics.

	The detailed findings of the report are divided into three areas: modifying and upgrading (which includes not only behavioral but also attitudinal themes), parts purchasing, and retailer preferences and comments.
	In addition to findings from the focus groups, the report also includes verbatim quotes from participants regarding their attitudes about modifications to their vehicles.
	The report reviews participant opinions about the sources from which they research and purchase parts.
	The reasons behind modification decisions come to light through the range of information compiled in the report.

One of the most interesting observations to come out of the process is that the definition of performance is not what the researchers might have expected, given a SEMA focus. The automotive specialty-equipment industry was initially built around speed and horsepower, but those aspects of “performance” are no longer the sole parameters that enthusiasts seek from their vehicles.

“While to some [performance] still means more power, to others it might mean better suspension to help a truck crawl over rocks, or for a car to handle better,” the report observes. “It might mean better brakes to add a margin of safety, or specific modifications to improve fuel economy. We also heard quite a few references to quality and reliability to make sure their vehicles perform when needed or last longer. Across both groups we heard that one of the primary motivations for buying specialty parts and modifying their vehicles was to personalize them.”

The idea of personalizing a vehicle—making improvements with the goal of individualizing a car or truck and setting the owner apart from his or her peers—is a continuing theme in the report.

“There is also a sense of satisfaction derived from accomplishing something special and the peace of mind knowing the job was done right and their vehicle[s] will perform better because of it,” the report says.

Much of the research that makes up the report confirms notions that perceptive marketers and analysts have long held. For instance, the consumers in both the groups rely on the Internet to gather information about parts and modifications as well as to actually purchase products for their vehicles. But while the general population might resort to general search engines such as Google to begin their research for a given product or service, the enthusiast opinion leader group looks to peer participants on forums and blogs.

“The advantages of Internet shopping are the availability of whatever part might be needed and finding the best possible price,” the report says. “When shopping locally, the [opinion leader] enthusiasts tend to buy from specialty shops while the general population group frequents chain stores. Interestingly, there is an understanding of the value of a good local source of reliable information such as you might find in a specialty shop, but the trade-off is seen as higher cost.”

The detailed findings of the report are divided into three areas: modifying and upgrading (which includes not only behavioral but also attitudinal themes), parts purchasing behavior and retailer preferences and comments. Under modifying and upgrading, for example, the report shows that most of the general population uses the same vehicle that is sometimes modified as daily transportation, but only about half of the opinion leader group uses the cars they modify as their daily drivers, with the other half modifying a hobby-specific vehicle.

Frequency and time spent on modification and who performs the work also differ between the two groups. While the opinion leaders themselves often upgrade specific performance features that depend upon how the vehicle will be used (racing or off-roading, for instance), the general consumer group tends to have others perform the work and to be more interested in upgrades to items such as upholstery or sound systems. The report also details some of the “wish list” projects that the groups would like to pursue as well as the barriers to achieving them.

In the parts purchasing behavior section, the report details the interaction customers prefer, including websites and e-mail, as well as how much each group has spent on modifications over the past three months. As noted previously, Internet shopping was high on both groups’ lists of information. Surprising, however, is the notion that discount stores and dealerships ranked low even among the general population participants.

“The companies people purchase from have many things in common,” the report says. “People purchase from a wide range of companies, depending on the specific part they are looking for, but some attributes are common to those that they purchase from.”

Those attributes include quality, reliability and customer loyalty, and the more engaged opinion leader group tended to focus on more specialized retailers. They purchase more from online retailers and look to specialty retailers because of the unique parts they’re seeking. As one might expect, the general population, with less interest in specific performance parts, shops mostly at more local outlets and chain stores.

Both groups see retail chains as convenient but lacking in selection, and even though customer service is seen as an advantage, neither group saw the staff at such chains as very knowledgeable. Both groups recognize the value of specialty stores, seeing them as having great products and expert advice but higher prices.

Both groups expressed a desire to personalize their vehicles “to stand out from the crowd,” but they also had specific reasons for choosing to make modifications. While the general population was concerned mainly with
safety and reliability, the opinion leaders were looking for increased performance and enjoyment along with a sense of accomplishment.

“The information generated from the opinion leader program is some of the best research we’ve ever done because it’s based on first-hand experience and knowledge from the influencers who help drive trends in our industry,” said Tom Myroniak, SEMA vice president of marketing and member services. “Not only do we get an exceptional group of participants, but we are able to provide exhibitors and attendees immediate and in-depth feedback based on these influencers’ preferences, attitudes and outlook toward our industry and its products. By giving these enthusiasts access to the newest products, we’re able to learn what resonates and what doesn’t. Exhibitor feedback indicates they find this information incredibly valuable, and it undoubtedly aids in shaping future plans.”

The 2011 Opinion Leader Report points out that consumers highly value manufacturers’ websites as good sources of information, especially when there is a customer-service program that is staffed by knowledgeable salespeople who can provide help and explanations that solve problems. And while hardcore enthusiasts will continue to commit time and money to their automotive hobbies even in tough economic times, other groups can also be encouraged to make purchases and modify vehicles, especially if they are provided with messages about improvements in efficiency, quality, reliability, safety and saving money.

New Opinion Leader Study Provides Insights Into Consumers

	A new SEMA publication entitled 2011 Opinion Leader Report provides firsthand feedback from participants in the association’s opinion leader program compared and contrasted with a group recruited from the general population.

The three-year-old SEMA enthusiast opinion leader research program was created in advance of the 2009 SEMA Show to provide SEMA researchers with consumer insights into industry trends, products, vehicles and the SEMA Show itself. It was built around automotive enthusiasts and opinion leaders who were active in car clubs, automotive websites or forums as well as active social media bloggers who follow performance automotive businesses.

Applicants and their guests were invited to the SEMA Show, where they were given an exclusive preview of thousands of new products and then were asked to share feedback and their personal views on what they saw as well as their experiences at the Show.

The opinion leader program continued each succeeding year, including at the 2011 SEMA Show, where some of the nation’s most active and influential automotive enthusiasts provided additional firsthand feedback through participation in onsite focus groups that provided deeper insight into enthusiasts’ perspectives and attitudes about the automotive specialty-equipment industry. The information gathered during these focus groups, and a separate online session with another group recruited at random from the general population, has now been compiled in a new SEMA publication entitled 2011 Opinion Leader Report. It is available free to SEMA members. Non-members may also download the report for $200.

The opinion leader group was recruited and the sessions organized by the particular segment of the industry they participated in. The segments included truck and SUV, racing, street rodding, restoration, street performance, sport compact and off-roading. Throughout the report, the opinion leaders’ responses and opinions are compared and contrasted with those of the group from the general population.

The report is careful to point out that the responses of both groups are not intended to represent those of the total population of consumers who might buy SEMA-member products. They were intended instead to represent opinions from both ends of the spectrum. The opinions are therefore representative only of those particular participants, and most target consumers of SEMA-member companies are likely to harbor attitudes somewhere between the two groups. That said, the report provides some noteworthy comments and statistics.

	The detailed findings of the report are divided into three areas: modifying and upgrading (which includes not only behavioral but also attitudinal themes), parts purchasing, and retailer preferences and comments.
	In addition to findings from the focus groups, the report also includes verbatim quotes from participants regarding their attitudes about modifications to their vehicles.
	The report reviews participant opinions about the sources from which they research and purchase parts.
	The reasons behind modification decisions come to light through the range of information compiled in the report.

One of the most interesting observations to come out of the process is that the definition of performance is not what the researchers might have expected, given a SEMA focus. The automotive specialty-equipment industry was initially built around speed and horsepower, but those aspects of “performance” are no longer the sole parameters that enthusiasts seek from their vehicles.

“While to some [performance] still means more power, to others it might mean better suspension to help a truck crawl over rocks, or for a car to handle better,” the report observes. “It might mean better brakes to add a margin of safety, or specific modifications to improve fuel economy. We also heard quite a few references to quality and reliability to make sure their vehicles perform when needed or last longer. Across both groups we heard that one of the primary motivations for buying specialty parts and modifying their vehicles was to personalize them.”

The idea of personalizing a vehicle—making improvements with the goal of individualizing a car or truck and setting the owner apart from his or her peers—is a continuing theme in the report.

“There is also a sense of satisfaction derived from accomplishing something special and the peace of mind knowing the job was done right and their vehicle[s] will perform better because of it,” the report says.

Much of the research that makes up the report confirms notions that perceptive marketers and analysts have long held. For instance, the consumers in both the groups rely on the Internet to gather information about parts and modifications as well as to actually purchase products for their vehicles. But while the general population might resort to general search engines such as Google to begin their research for a given product or service, the enthusiast opinion leader group looks to peer participants on forums and blogs.

“The advantages of Internet shopping are the availability of whatever part might be needed and finding the best possible price,” the report says. “When shopping locally, the [opinion leader] enthusiasts tend to buy from specialty shops while the general population group frequents chain stores. Interestingly, there is an understanding of the value of a good local source of reliable information such as you might find in a specialty shop, but the trade-off is seen as higher cost.”

The detailed findings of the report are divided into three areas: modifying and upgrading (which includes not only behavioral but also attitudinal themes), parts purchasing behavior and retailer preferences and comments. Under modifying and upgrading, for example, the report shows that most of the general population uses the same vehicle that is sometimes modified as daily transportation, but only about half of the opinion leader group uses the cars they modify as their daily drivers, with the other half modifying a hobby-specific vehicle.

Frequency and time spent on modification and who performs the work also differ between the two groups. While the opinion leaders themselves often upgrade specific performance features that depend upon how the vehicle will be used (racing or off-roading, for instance), the general consumer group tends to have others perform the work and to be more interested in upgrades to items such as upholstery or sound systems. The report also details some of the “wish list” projects that the groups would like to pursue as well as the barriers to achieving them.

In the parts purchasing behavior section, the report details the interaction customers prefer, including websites and e-mail, as well as how much each group has spent on modifications over the past three months. As noted previously, Internet shopping was high on both groups’ lists of information. Surprising, however, is the notion that discount stores and dealerships ranked low even among the general population participants.

“The companies people purchase from have many things in common,” the report says. “People purchase from a wide range of companies, depending on the specific part they are looking for, but some attributes are common to those that they purchase from.”

Those attributes include quality, reliability and customer loyalty, and the more engaged opinion leader group tended to focus on more specialized retailers. They purchase more from online retailers and look to specialty retailers because of the unique parts they’re seeking. As one might expect, the general population, with less interest in specific performance parts, shops mostly at more local outlets and chain stores.

Both groups see retail chains as convenient but lacking in selection, and even though customer service is seen as an advantage, neither group saw the staff at such chains as very knowledgeable. Both groups recognize the value of specialty stores, seeing them as having great products and expert advice but higher prices.

Both groups expressed a desire to personalize their vehicles “to stand out from the crowd,” but they also had specific reasons for choosing to make modifications. While the general population was concerned mainly with
safety and reliability, the opinion leaders were looking for increased performance and enjoyment along with a sense of accomplishment.

“The information generated from the opinion leader program is some of the best research we’ve ever done because it’s based on first-hand experience and knowledge from the influencers who help drive trends in our industry,” said Tom Myroniak, SEMA vice president of marketing and member services. “Not only do we get an exceptional group of participants, but we are able to provide exhibitors and attendees immediate and in-depth feedback based on these influencers’ preferences, attitudes and outlook toward our industry and its products. By giving these enthusiasts access to the newest products, we’re able to learn what resonates and what doesn’t. Exhibitor feedback indicates they find this information incredibly valuable, and it undoubtedly aids in shaping future plans.”

The 2011 Opinion Leader Report points out that consumers highly value manufacturers’ websites as good sources of information, especially when there is a customer-service program that is staffed by knowledgeable salespeople who can provide help and explanations that solve problems. And while hardcore enthusiasts will continue to commit time and money to their automotive hobbies even in tough economic times, other groups can also be encouraged to make purchases and modify vehicles, especially if they are provided with messages about improvements in efficiency, quality, reliability, safety and saving money.