SEMA News - July 2010

A Powerful, Proven Tool

By Joe Dysart

	PowerReviews offers a scaled-down version of its customer reviews product starting at $29 per month.

Riding the momentum of social media’s virtually unbridled growth, consumer reviews have become a powerful, proven tool for spiking company sales and are showing signs of becoming even more potent. Indeed, 72% of online shoppers say that web reviews and ratings on company websites and elsewhere influence their purchase decisions more than any other factor, according to the 2010 Social Shopping Survey authored by the e-tailing Group. And 39% of those same shoppers say that they read eight or more online reviews before making a purchase. Google sees the trend as so pervasive that the search titan recently announced it would begin featuring product and service ratings in its natural search returns—a major nod to the impact of word-of-mouth endorsements. Google also said that it plans to beef up its offering of full-text product reviews in its Google Product Search service.

“To kick off this program, we’ll be working with Bazaarvoice, a leader in the user reviews space,” said Kinnari Jhaveri, a spokesman for Google’s strategic partnerships division. “If you’re not a Bazaarvoice client, hold tight—we hope to add additional partners as well as a self-submission model soon.”

Meanwhile, businesses already successful with customer reviews are far from sitting on their laurels. New tools enabling consumers to simultaneously multi-post their reviews to Facebook, Twitter and most blogs are cropping up on company websites. Other businesses are embedding consumer reviews in marketing e-mails. And still other early adopters now encourage customers to post reviews in video format.

Bottom line: It’s no longer enough to post a spate of customer reviews on your website and call it a day. Firms seeing the best returns are becoming more sophisticated in their techniques. Fortunately, you can, too. Here’s a gameplan:

Incorporate Your Customer Reviews in Google Search, ASAP: During the coming months, Google plans to expand the number of service providers feeding reviews to its search engine. Google also plans to offer a self-submission model for those who are using a homegrown or relatively unknown review module.

Include Negative Reviews to Foster Authenticity: While many businesses shudder at the thought of including negative product or service reviews on their websites, many web marketers insist that negative reviews in the mix are essential. New research indicates they may be right. The 2010 Social Shopping Survey, for example, found that 38% of online shoppers distrust review domains that feature only positive reviews.

	Bazaarvoice is the first customer reviews software company to partner with Google in its increased focus on customer reviews.

Use Creative Tactics to Solicit Customer Reviews: Generally, businesses need to spike interest in a new reviews domain before it takes on a life of its own. One of the easiest ways is to sponsor a contest giveaway. Offering the chance to win $100 to $500 just for submitting a review usually does the trick. Reaching out with a blast e-mail requesting reviews from all of the customers you’ve ever done business with also works. Other proven tactics include sending a follow-up e-mail requesting a review shortly after a purchase and honoring prolific reviewers on your site with special badges and other distinctions, such as points that can be redeemed for products or services.

Enable Reviewers to Effortlessly Multi-Post to Facebook, Twitter and Most Blogs: PowerReviews, one of the more popular review packages available, offers a tool that enables consumers to simultaneously post a review of your product or service to your website, Facebook and Twitter as well as to blogs using Wordpress, Blogger, Live Journal and Windows Live Spaces. That’s so smart that you have to expect at least some of PowerReviews’ competitors are scrambling to offer something similar soon.

Encourage Video Reviews: While text reviews are still king, video reviews are gaining in popularity. In fact, 24% of online shoppers surveyed said that a video review had influenced a purchase decision, according to the 2010 Social Shopping Survey. A caveat: Offering hundreds of video reviews on your website may prove too costly in terms of increased bandwidth demands. An easy alternative is to link to any reviews of your product or service you might find on YouTube 
as well as linking to shopping sites entirely devoted to offering video reviews, such as ExpoTV (). It also doesn’t hurt to encourage your customers to add video reviews of your products or services to these free services.

Include Customer Reviews In Marketing E-mails: Bazaarvoice offers a number of case studies on its site describing businesses that have generated increased sales in marketing e-mails by including consumer reviews right in
those e-mails.

Be Sure Your Reviews Are Mobile-Ready: Sophisticated users of mobile phones these days think nothing of sourcing reviews for products while perusing the merchandise at a brick-and-mortar location. Check with your web designer/IT department to be sure that your company’s reviews are easily accessible by mobile phone. You also may want to look for review software packages that help automate the process. Bazaarvoice, for example, offers a tool called MobileVoice that allows consumers to instantly download product reviews on their phones by inputting a keyword or product SKU.

Use Reviews for Higher Search-Engine Rankings: One of the welcome side benefits of a reviews domain is higher rankings in search-engine returns. Essentially, search engines reward websites that continually provide fresh, useful content to the web with a higher ranking. Consequently, it’s a good idea to look for review packages that optimize that reward. PowerReviews, for example, offers a tool called In-Line SEO, which ensures that consumers clicking to your website will find consumer reviews embedded in your product purchase page.

Shop the Latest Turnkey Customer Review Packages: PowerReviews (www.powerreviews.com; starts at $29) and Bazaarvoice (www.bazaarvoice.com; call for price) represent the high end of customer review solutions. You’ll want to evaluate these offerings first to get a general idea of the state-of-the-art in customer-reviews software. Afterward, you’ll be well-served to check out other packages, such as Review-Script (www.review-script.com; starts at $125), RatingSystem (www.ratingsystem.com; free-$100 per month) and KudosWorks (www.kudosworks.com; starts at $60 per year). For instance, KudosWorks—a positive-only testimonials service—may appeal to more traditional businesses still uneasy about running negative product or service reviews on their websites.  

Joe Dysart is an Internet speaker and business consultant based in Manhattan, New York.
Voice: 646/233-4089
E-mail: joe@joedysart.com
Website: www.joedysart.com  

 

 

Ed Iskenderian and Alex Xydias (background) were just two of many motor legends who gathered at last year's SEMA Installation Banquet & Gala Fundraiser.

An exclusive SEMA Hall of Fame VIP area sponsored by Source Interlink Media is bringing several members of the esteemed group together during the 2010 SEMA Show ‘N Shine, Saturday, July 24, 10:00 a.m.–4:00 p.m. at the Pasadena Convention Center, Pasadena, California.

Dating back more than 40 years, the SEMA Hall of Fame is an elite group consisting of individuals who have made extraordinary contributions to the industry. It is considered by many to be the most prestigious honor anyone can receive from SEMA.

While the Hall of Famers will mingle amongst themselves in the VIP area, they also will be strolling the car show, meeting with visitors and signing autographs throughout the day.

“Source Interlink Media has been a long-time supporter of SEMA,” said Ron Funfar, 2007 SEMA Hall of Fame inductee and president of Hedman Hedders/Trans-Dapt. “Doug Evans, Ira Gabriel and their respective groups have once again come through for us by sponsoring the SEMA Hall of Fame VIP area. It’s rare to be able to get more than a handful of SEMA Hall of Famers together in one place at one time. We’re excited to be able to create this special area for them and have everyone at the Show ‘N Shine be able to join us in honoring and showcasing these luminaries."

Source Interlink Media publishes more than 50 leading automotive enthusiast magazine titles, including Hot Rod, Import Tuner, Automobile, Motor Trend, Super Street, Motorcyclist, Truckin’ and Truck Trend. Several of Source Interlink Media’s leading editors will be at the Show ‘N Shine, along with a display of feature vehicles from the group.

The Show ‘N Shine is a charity car show, with proceeds benefiting two children’s charities: Childhelp and Victory Junction Gang Camp. The event will be held in conjunction with the third annual SEMA Cares Pinewood Drag Races, which is also a fundraiser benefiting the two charities.

To enter a vehicle into the car show, visit www.sema.org/shownshine or contact Mike Clark at 702/450-7662, ext. 108. To attend the event, tickets are $5 per person with kids 12 and under free of charge. Tickets will be available at the door.

	Chip Foose, award-winning automotive designer best known for his work on TLC’s “Overhaulin’,” will be the grand marshal for the second annual SEMA Show ‘N Shine car show.

Television hosts and automotive icons Chip Foose and Dennis Gage will be signing autographs at the second annual SEMA Show ‘N Shine, Saturday, July 24, at the Pasadena Convention Center. Autographs will be free of charge with admission to the event, which is free for kids 12 and under, $5 for all others.

Unlike the annual trade show that SEMA organizes each year in Las Vegas, the general public is invited to attend the Show ‘N Shine. Tickets will be available at the event, taking place 10:00 a.m.–4:00 p.m. at the Pasadena Convention Center, 300 East Green St., in Pasadena, California. Vehicle owners also are invited to enter a vehicle into the charity car show by visiting www.sema.org/shownshine.

Foose, award-winning automotive designer best known for his work on TLC’s "Overhaulin’," is the event’s grand marshal. He will be signing autographs from 1:00 p.m.–2:00 p.m. Gage, host of the television program "My Classic Car," will be signing autographs from 11:00 a.m.–12:00 noon.

Several members of the SEMA Hall of Fame will also be in attendance. They will be strolling the car show throughout the day, providing visitors with an opportunity to take photos and obtain autographs.

On display will be a unique collection of more than 150 one-of-a-kind vehicles, including several restored classics dating as far back as the ’40s, musclecars from the ’60s, modern-day high-performance vehicles and a number of restyled cars featuring the craftsmanship of top industry designers.

“Last year’s inaugural SEMA Show ‘N Shine featured an amazing collection of cars and trucks,” said Show ‘N Shine organizer Mike Spagnola of Street Scene Equipment. “We’re expecting this year’s event to be even more impressive and encourage those with show vehicles to come join us. This is definitely an event they will not want to miss.”

The Show ‘N Shine is a fundraising event, with proceeds benefiting two children’s charities: Childhelp and Victory Junction Gang Camp. The car show will be held in conjunction with the third annual SEMA Cares Pinewood Drag Races, which is also a fundraiser benefiting the two charities. To enter a vehicle into the car show, visit www.sema.org/shownshine or contact Mike Clark at 702/450-7662, ext. 108.

	Dennis Gage, host of television's "My Classic Car" on the Speed Channel, will be the celebrity guest at SEMA's second-annual Show 'N Shine car show.

"My Classic Car" host Dennis Gage will appear as a special celebrity guest at the second-annual SEMA Show ‘N Shine car show, Saturday, July 24, at the Pasadena Convention Center, where he will be signing autographs and discussing cars with attendees and vehicle owners.

“I was extremely pleased when Dennis agreed to a celebrity appearance at this year's Show ‘N Shine,” says Joel Ayres, SEMA Cares chairman. “He was excited about helping SEMA Cares, the kids of Victory Junction Gang Camp and Childhelp, as well as ARMO's Take a Kid to a Car Show program. Dennis is well-known by car enthusiasts and his involvement will make this year's event even better.”

Last year's show featured a selection of modern and original muscle, pre-war classics, European exotics and a little bit of everything in between—more than 200 cars in all. See more of last year's Show ‘N Shine here.

Held in connection with the SEMA Installation Banquet & Gala Fundraiser and the Pinewood Drag Races, the Show ‘N Shine car show will be hosted by grand marshal Chip Foose, award-winning automotive designer and fabricator. The show is expected to draw some of the best local enthusiast cars, trucks and classics, with all proceeds benefiting children’s charities Childhelp and Victory Junction Gang Camp.

Follow this link to learn how to enter your car or reserve a booth in the second-annual SEMA Show ‘N Shine. For complete details, contact Lisa Moreno at 909/978-6684 or via e-mail at lisam@sema.org.

Last year's inaugural Show ‘N Shine featured more than 200 cars on the floor.

If you're the show ‘n go type who enjoys walking and gawking among precious metal, especially if your car is one of those on the floor, then join SEMA for the second annual Show ‘N Shine car show, Saturday, July 24, at the Pasadena Convention Center.

Last year's show featured a selection of modern and original muscle, pre-war classics, European exotics and a little bit of everything in between—more than 200 cars total (you can read coverage of last year’s show here).

This year will be even better, so let’s see your pride and passion in the Show ‘N Shine mix. As an additional incentive, SEMA is offering the winners of the People’s Choice and the Participant’s Choice awards four nights hotel accommodations (November 1–4) during the 2010 SEMA Show and the opportunity to display their vehicle at the Show.

Follow this link to learn how to enter your car in the second annual SEMA Show ‘N Shine. Like the Pinewood Drag Races, also running on the same day, entry fees from Show ‘N Shine ($75) benefit Childhelp and Victory Junction Gang Camp.

And this year's Show ‘N Shine will once again welcome designer Chip Foose as Grand Marshal.

"I was thrilled to be a part of the inaugural SEMA Show ‘N Shine last year and am even more excited to return for 2010,” says Foose. “SEMA is an important organization for car enthusiasts and industry people like myself, and I’m proud to take part and work in supporting children's charities through this event."

Both Show ‘N Shine and the Pinewood Drag Races are part of the 2010 SEMA Leadership Days. Other activities include the SPC Business Technology Conference and the Installation Banquet & Gala Fundraiser, both scheduled for the day and evening before on July 23.

For more information, visit www.sema.org/leadershipdays.

SEMA News - July 2010

Rick Rollins, president of Rollins Performance Marketing LLC, began his term as the chairman of the SEMA Board of Directors in July 2009. His career has included stints as a counterman, a buyer, a regional sales manager and a company owner, and he has also shown his competitive flair in open-wheel race cars.

He has been active in SEMA as well as in the Performance Warehouse Association (PWA) throughout most of his professional life and was elected to the SEMA Hall of Fame in 2006. Rollins was twice named the PWA Person of the Year and has served a total of 16 years on the SEMA Board of Directors. He recently took time to trade questions and answers with SEMA News, discussing his hopes and visions for the association. SEMA News: Thanks for taking the time to visit with us. Before we get to the business at hand, could you tell the SEMA members who may not know you a little bit about your background and how you got started in the industry?

Rick Rollins: Just a little bit? It’s been 40-some years, but I’ll try. Basically, I started working for an independent garage as a mechanic during and after high school. I also started racing during high school, driving go-karts on the International Kart Federation circuits for a couple of years. Wanting to learn a little more about the industry, I went to work as a counterman for an area jobber store, heading up its new high-performance division. From the contacts I made there, I went to work as the head high-performance buyer for what was at the time the largest high-performance warehouse in the country. I’ve also worked in sales for several different manufacturers, including Hastings Piston Rings, Taylor Cable Products and Superchips. During 14 years while I was working some of those jobs, I also traveled as a crewman on Top Fuel and Top Fuel Funny Car teams with World Champion Ray Motes. I later drove my own Formula Ford and Formula 2000 cars for about seven years. I’ve enjoyed the opportunities I’ve had to work in almost every entity of the industry, which always helped when I was trying to sell something because of the different experiences.

SN: As you progress through your first year as chairman, how has the experience compared to your expectations?

RR: First of all, I hope I’ve progressed. It has been an experience—and pretty much a fulltime one—but I’ve enjoyed it. I guess expectation-wise, it takes up more time than I expected—and I mean phone calls and e-mails on nights, weekends and so forth. I usually get the phone call as I sit down to dinner, and it goes something like this: “Are you at dinner? Well, this will only take a minute.” Then, an hour and a half later, I sit back down to my meal. But don’t get me wrong, it’s just doing what has to be done, when it has to be done. I don’t mind it at all.

SN: What are your top three priorities for the association?

RR: The first priority has been with the Board—trying to get the Board more detailed information, sooner, on some of the subjects it deals with so that the directors can make better decisions during meetings. If we can accomplish this, we will have a much better Board making more informed decisions, which will help the association overall. Next would be membership programs and services. Do the members know everything that the association has available for them? Are they the right programs and/or services? And are we, the association, making it the absolute best program or service that the members can get? We are really working this one hard; we just recently went through nearly all of our programs, looking at them from all angles and seeing what we can do better or maybe what we should drop or get out of. Third has been keeping up with legislation. That’s a fulltime job, but we have a great staff in Washington, D.C., and they do a great job of keeping their eye on the ball.

SN: It appears that the economy is beginning to recover. What is the outlook for the specialty-equipment market? How should companies adjust their expectations in the coming months?

RR: It’s showing signs of recovery, but I think it’s going to be slow. The good news is that our customer/consumer wants to buy our stuff. He’s been listening to bad news for too long, so as soon as he sees a little light at the end of the tunnel—even if it isn’t a bright light—he sees a chance to go buy something he’s been thinking about or looking at for the last year. I’m hearing that several companies, manufacturers, speed shops and distributors are seeing increases; the only problem is that they’re increases over last year. We need to see comparisons equal with 2007, and I don’t see that happening until 2011—hopefully. I do think that this is the right time to go after market share if you can afford to do it or can think far enough outside the box to get it.

SN: What do you think will be the most promising areas for growth in the automotive specialty-equipment market over the next few years?

RR: Oh thanks! If I knew that, I’d have to charge you for it! It is a good question, but it’s a tough one. It all depends on which consumers are still working or have the money to go spend. Is it the weekend racer or even the professional racer? Is it the off-roader who can finally spend the money for a lift kit? I would say that a product or service that works in all areas of the industry—racing, off-roading, for truck fans, for street rodders—if you had a product that was needed or worked on all of those vehicles or types of vehicles, then you might have something. It may even be something that fits with agriculture or work-truck applications. I can’t say exactly what it might be, but that’s what I’d look for.

SN: Where do the greatest challenges lie?

	Chairman Rick Rollins onstage with (from left) Immediate Past Chairman Jim Cozzie, Chairman-elect Scooter Brothers and past Chairs Mitch Williams and Corky Coker during the 2009 Installation Banquet & Gala Fundraiser.

RR: Putting people back to work, creating jobs! That isn’t a problem for just our industry, but it is critical to free up expendable cash—the toy money that makes our world go around. Too many companies that had layoffs have now figured that they can do the job without the people they laid off, and I’m afraid that’s going to hurt all of us for a while. Also, the banks need to free up money, give loans to small-business owners so that they can expand and hire. The bailouts helped a few—maybe the wrong few—but they didn’t help where it was really needed. The people who represent us in Washington don’t seem to know what a small business is; they don’t know we exist.  

SN: The majority of specialty-equipment companies now have a substantial Internet presence. Do you foresee any changes in that sales environment?

RR: Only that it will get bigger. In this economy, it’s cheaper and easier to get to the consumer that way. Yes, our consumers still want to touch it and feel it, and there will still be a need for stores or shops, but maybe not on every corner. A good example is Bass Pro Shops or Cabela’s; these are both large mail-order/Internet companies that are adding retail locations for their customers to go to. A good businessman knows inventory, has the inventory, knows cash flow, and will still be here and needed. But outside of him, the Internet is going to fill the void in a more profitable manner. 

SN: What is the one thing you would like SEMA members to understand and become more involved with, either in the industry generally or in the association itself?

RR: Learn everything you can from the whole industry. Get out of your shell. Get involved in anything you can. You might learn something. YEN does a great job of getting the young, energetic people fired up and involved, and our student programs are always turning out people who want to know more, want to be involved. I just think that, more times than not, some of us think we know it all, have it figured out and think our “involvement” is a waste of time. Well, people who think that way are wrong. Just look around. There has got to be something this industry or this association is doing that you could help with or learn from. Ask how.

SN: In addition to the issues you’ve touched on, are there other issues you have identified as being priorities for the association?

RR: We need to do a better job of getting our programs/services in front of the members. No, let me take that back. We need to do a better job of selling the programs/services to our members. We have found out that merely putting our programs out in front of the members doesn’t mean they see what’s available. It seems like every time I’m talking with someone and I say that SEMA does this or that, they come back with, “I didn’t know SEMA did that.” When you look, we’ve put information about SEMA’s programs and services in every possible place that it can be advertised or listed. We need to sell the programs. The good news is that we’ve recognized this and are putting a plan together to fix it.  

SN: Is there anything else you would like to convey to the membership at this time?

RR: Well, this may not be the time nor the place, but I would like to thank everyone for the support given to my family after the recent loss of my oldest son, Richard. I really don’t know how I would have gotten through this time if it hadn’t been for this industry and the people in it. I will never be able to thank everyone the way I would like to, so this may have to do.  

SEMA News - July 2010

Rick Rollins, president of Rollins Performance Marketing LLC, began his term as the chairman of the SEMA Board of Directors in July 2009. His career has included stints as a counterman, a buyer, a regional sales manager and a company owner, and he has also shown his competitive flair in open-wheel race cars.

He has been active in SEMA as well as in the Performance Warehouse Association (PWA) throughout most of his professional life and was elected to the SEMA Hall of Fame in 2006. Rollins was twice named the PWA Person of the Year and has served a total of 16 years on the SEMA Board of Directors. He recently took time to trade questions and answers with SEMA News, discussing his hopes and visions for the association. SEMA News: Thanks for taking the time to visit with us. Before we get to the business at hand, could you tell the SEMA members who may not know you a little bit about your background and how you got started in the industry?

Rick Rollins: Just a little bit? It’s been 40-some years, but I’ll try. Basically, I started working for an independent garage as a mechanic during and after high school. I also started racing during high school, driving go-karts on the International Kart Federation circuits for a couple of years. Wanting to learn a little more about the industry, I went to work as a counterman for an area jobber store, heading up its new high-performance division. From the contacts I made there, I went to work as the head high-performance buyer for what was at the time the largest high-performance warehouse in the country. I’ve also worked in sales for several different manufacturers, including Hastings Piston Rings, Taylor Cable Products and Superchips. During 14 years while I was working some of those jobs, I also traveled as a crewman on Top Fuel and Top Fuel Funny Car teams with World Champion Ray Motes. I later drove my own Formula Ford and Formula 2000 cars for about seven years. I’ve enjoyed the opportunities I’ve had to work in almost every entity of the industry, which always helped when I was trying to sell something because of the different experiences.

SN: As you progress through your first year as chairman, how has the experience compared to your expectations?

RR: First of all, I hope I’ve progressed. It has been an experience—and pretty much a fulltime one—but I’ve enjoyed it. I guess expectation-wise, it takes up more time than I expected—and I mean phone calls and e-mails on nights, weekends and so forth. I usually get the phone call as I sit down to dinner, and it goes something like this: “Are you at dinner? Well, this will only take a minute.” Then, an hour and a half later, I sit back down to my meal. But don’t get me wrong, it’s just doing what has to be done, when it has to be done. I don’t mind it at all.

SN: What are your top three priorities for the association?

RR: The first priority has been with the Board—trying to get the Board more detailed information, sooner, on some of the subjects it deals with so that the directors can make better decisions during meetings. If we can accomplish this, we will have a much better Board making more informed decisions, which will help the association overall. Next would be membership programs and services. Do the members know everything that the association has available for them? Are they the right programs and/or services? And are we, the association, making it the absolute best program or service that the members can get? We are really working this one hard; we just recently went through nearly all of our programs, looking at them from all angles and seeing what we can do better or maybe what we should drop or get out of. Third has been keeping up with legislation. That’s a fulltime job, but we have a great staff in Washington, D.C., and they do a great job of keeping their eye on the ball.

SN: It appears that the economy is beginning to recover. What is the outlook for the specialty-equipment market? How should companies adjust their expectations in the coming months?

RR: It’s showing signs of recovery, but I think it’s going to be slow. The good news is that our customer/consumer wants to buy our stuff. He’s been listening to bad news for too long, so as soon as he sees a little light at the end of the tunnel—even if it isn’t a bright light—he sees a chance to go buy something he’s been thinking about or looking at for the last year. I’m hearing that several companies, manufacturers, speed shops and distributors are seeing increases; the only problem is that they’re increases over last year. We need to see comparisons equal with 2007, and I don’t see that happening until 2011—hopefully. I do think that this is the right time to go after market share if you can afford to do it or can think far enough outside the box to get it.

SN: What do you think will be the most promising areas for growth in the automotive specialty-equipment market over the next few years?

RR: Oh thanks! If I knew that, I’d have to charge you for it! It is a good question, but it’s a tough one. It all depends on which consumers are still working or have the money to go spend. Is it the weekend racer or even the professional racer? Is it the off-roader who can finally spend the money for a lift kit? I would say that a product or service that works in all areas of the industry—racing, off-roading, for truck fans, for street rodders—if you had a product that was needed or worked on all of those vehicles or types of vehicles, then you might have something. It may even be something that fits with agriculture or work-truck applications. I can’t say exactly what it might be, but that’s what I’d look for.

SN: Where do the greatest challenges lie?

	Chairman Rick Rollins onstage with (from left) Immediate Past Chairman Jim Cozzie, Chairman-elect Scooter Brothers and past Chairs Mitch Williams and Corky Coker during the 2009 Installation Banquet & Gala Fundraiser.

RR: Putting people back to work, creating jobs! That isn’t a problem for just our industry, but it is critical to free up expendable cash—the toy money that makes our world go around. Too many companies that had layoffs have now figured that they can do the job without the people they laid off, and I’m afraid that’s going to hurt all of us for a while. Also, the banks need to free up money, give loans to small-business owners so that they can expand and hire. The bailouts helped a few—maybe the wrong few—but they didn’t help where it was really needed. The people who represent us in Washington don’t seem to know what a small business is; they don’t know we exist.  

SN: The majority of specialty-equipment companies now have a substantial Internet presence. Do you foresee any changes in that sales environment?

RR: Only that it will get bigger. In this economy, it’s cheaper and easier to get to the consumer that way. Yes, our consumers still want to touch it and feel it, and there will still be a need for stores or shops, but maybe not on every corner. A good example is Bass Pro Shops or Cabela’s; these are both large mail-order/Internet companies that are adding retail locations for their customers to go to. A good businessman knows inventory, has the inventory, knows cash flow, and will still be here and needed. But outside of him, the Internet is going to fill the void in a more profitable manner. 

SN: What is the one thing you would like SEMA members to understand and become more involved with, either in the industry generally or in the association itself?

RR: Learn everything you can from the whole industry. Get out of your shell. Get involved in anything you can. You might learn something. YEN does a great job of getting the young, energetic people fired up and involved, and our student programs are always turning out people who want to know more, want to be involved. I just think that, more times than not, some of us think we know it all, have it figured out and think our “involvement” is a waste of time. Well, people who think that way are wrong. Just look around. There has got to be something this industry or this association is doing that you could help with or learn from. Ask how.

SN: In addition to the issues you’ve touched on, are there other issues you have identified as being priorities for the association?

RR: We need to do a better job of getting our programs/services in front of the members. No, let me take that back. We need to do a better job of selling the programs/services to our members. We have found out that merely putting our programs out in front of the members doesn’t mean they see what’s available. It seems like every time I’m talking with someone and I say that SEMA does this or that, they come back with, “I didn’t know SEMA did that.” When you look, we’ve put information about SEMA’s programs and services in every possible place that it can be advertised or listed. We need to sell the programs. The good news is that we’ve recognized this and are putting a plan together to fix it.  

SN: Is there anything else you would like to convey to the membership at this time?

RR: Well, this may not be the time nor the place, but I would like to thank everyone for the support given to my family after the recent loss of my oldest son, Richard. I really don’t know how I would have gotten through this time if it hadn’t been for this industry and the people in it. I will never be able to thank everyone the way I would like to, so this may have to do.  

The media center in the Las Vegas Convention Center will serve as home base to nearly 3,000 journalists attending the 2010 SEMA Show.

As the premier automotive accessories trade show in the world, the SEMA Show issues nearly 3,000 individuals with media credentials each year. Hundreds of media have already confirmed their plans to cover the 2010 SEMA Show, including the hosts of "Two Guys Garage" and "Truck U."

Bryan Fuller, Kevin Byrd, Matt Steele and Bruno Massel have been reporting on the SEMA Show for several consecutive years now. They recently confirmed that they will be returning in 2010 to seek out the newest products and hottest trends. They plan to bring all the attractions and excitement to SPEED’s audience of more than 78 million auto enthusiasts, DIYers and trade professionals.

“We look forward to this Show every year”, Frank McGonagle, CEO of Brenton Productions explained. “It’s prime time for the automotive industry—time to launch new products, show off your ‘stuff’ and take advantage of seeing everything new the industry has to offer. Our clients understand that it’s just as important to reach the consumer as it is to reach their dealers and distributors. That’s why we do what we do; it’s vital to get products in front of the consumer audience.”

Brenton Productions has been producing automotive how-to television since 1992, providing automotive enthusiasts, as well as trade professionals, with performance, accessory and how-to information on their two weekly television series; "Two Guys Garage" and "Truck U." This special will air in prime time on SPEED in early December 2010.

Information and registration for the 2010 SEMA Show is available at www.SEMAShow.com.

The media center in the Las Vegas Convention Center will serve as home base to nearly 3,000 journalists attending the 2010 SEMA Show.

As the premier automotive accessories trade show in the world, the SEMA Show issues nearly 3,000 individuals with media credentials each year. Hundreds of media have already confirmed their plans to cover the 2010 SEMA Show, including the hosts of "Two Guys Garage" and "Truck U."

Bryan Fuller, Kevin Byrd, Matt Steele and Bruno Massel have been reporting on the SEMA Show for several consecutive years now. They recently confirmed that they will be returning in 2010 to seek out the newest products and hottest trends. They plan to bring all the attractions and excitement to SPEED’s audience of more than 78 million auto enthusiasts, DIYers and trade professionals.

“We look forward to this Show every year”, Frank McGonagle, CEO of Brenton Productions explained. “It’s prime time for the automotive industry—time to launch new products, show off your ‘stuff’ and take advantage of seeing everything new the industry has to offer. Our clients understand that it’s just as important to reach the consumer as it is to reach their dealers and distributors. That’s why we do what we do; it’s vital to get products in front of the consumer audience.”

Brenton Productions has been producing automotive how-to television since 1992, providing automotive enthusiasts, as well as trade professionals, with performance, accessory and how-to information on their two weekly television series; "Two Guys Garage" and "Truck U." This special will air in prime time on SPEED in early December 2010.

Information and registration for the 2010 SEMA Show is available at www.SEMAShow.com.

	Corky Coker speaks at the SEMA Installation Banquet & Gala Fundraiser.

Tickets to the 2010 SEMA Installation Banquet & Gala Fundraiser are now available online. The Banquet, which serves as the industry’s biggest celebration for honoring those individuals who are making extraordinary contributions to the industry, takes place Friday, July 23, 2010, in Pasadena, California.

Among the individuals recognized during the event are the 2010 SEMA Hall of Fame inductees, the newly elected SEMA Board members, and the outgoing SEMA Board members. The new Hall of Fame members are Richard “Dick” McMullen, Chuck Schwartz and Van Woodell.

With hundreds of leaders and volunteers in attendance, the annual gathering is the industry’s premier social and networking event.

Proceeds from the gala will be contributed to two organizations that have become favorites of SEMA-member companies: Childhelp and Victory Junction Gang Camp. Tickets and details for the Installation Banquet & Gala Fundraiser are available here, or for additional assistance, contact Lisa Moreno at lisam@sema.org, 909/978-6684.