ARMO Chairman Jim Barber recaps the council's New Products Showcase at Carlisle, as well as educational programs specific to the restoration industry and sponsorship opportunities for council members at the 2009 SEMA Show.

ARMO Chairman Jim Barber recaps the council's New Products Showcase at Carlisle, as well as educational programs specific to the restoration industry and sponsorship opportunities for council members at the 2009 SEMA Show.

ARMO Chairman Jim Barber recaps the council's New Products Showcase at Carlisle, as well as educational programs specific to the restoration industry and sponsorship opportunities for council members at the 2009 SEMA Show.

Product launches often do not reach their sales goals, despite the best intentions. After major investments in R&D, tooling, packaging and even independent testing, the product launch strategy is often overlooked, underfunded or poorly executed.

Product launches are extremely important to the overall success of your company. After considerable investment, now is not the time to short change the planning, marketing, timing and buy-in from all company departments and distribution channels to make your new product everything it can be.

Tom Marx, president of The Marx Group and co-author of Marketing Sucks! (And Sales too!), has over 26 years experience in developing strategic planning and communication services for the automotive and heavy-duty aftermarkets. In this time, The Marx Group has been involved in the planning of product launches for specialty, performance and replacement parts products in multiple categories.

Join Marx and a panel of automotive experts November 2 at the 2009 SEMA Show to learn what you must and must not do to successfully launch a product in today's increasingly competitive environments—especially at a time when marketing budgets are being slashed and consumer demand may be down. Panelists include Ron Coleman, president of COMP Cams; Cam Benty, Marketing Director for Flowmaster; and Marla Moore, Marketing Director of Hypertech.

Hear how three of the most respected company brands in the aftermarket have learned from their mistakes and garnered insight into what is needed in today's ever-changing market to have a successful and well thought-out launch executed.

Marx will provide a comprehensive checklist of product launch must-haves and will discuss the importance of timing to ensure that all contingencies are covered. Equally important is the buy-in and education that must occur across all aspects of your business, from sales to marketing, to finance, warehouse and billing. All have to be on board in order to leverage a successful launch.

This seminar can make or break forecasted revenue. Without the right guidance, product launches can leave a company with too much inventory and no quick way to move it off the shelf; confusion in the media about the product; room for a competitor to encroach on the new technology and; disappointed stakeholders who expected a quicker and/or larger return on investment.

Whereas a successful product launch is a seamless sequence of actions that builds excitement and demand for the product, an unsuccessful launch is often attributed to bad strategic thinking, poor planning, an insufficient budget or uncoordinated execution.

Regardless of marketing budget size, or product category, this seminar will give you tangible knowledge that you can implement today in order to increase sales and customer loyalty.

Here is a brief example of what you can learn:

"Every product launch is unique to the product and target market, but there are certain common elements to any successful program. For a technical product, I have always found it best to concentrate on offering a solution to a perceived customer problem.

"Comp's 'High Energy' cam line was introduced during the first energy crisis and was focused at offering both increased power and increased fuel economy which is an unbeatable combination even today. Comp's product launches also involve harvesting ideas from various departments and then coordinating those departments for the best results.

“Our recent 'Thumper' cams series launch resulted from a team effort. The concept originated in the sales office when they were studying some market research. After the concept was developed, the idea went to the designers. Good ideas can come from anywhere, so companies should look throughout the entire organization for new products and ideas for product launches."
–Ron Coleman, President, COMP Cams

"New product launches come with an assortment of challenges requiring a combination of thorough research and some gut level, unemotional assessment about the market based on experience and industry contacts. The key is listening to the end users, be they enthusiasts at shows and races or reps that have requests from retailers and jobbers, and then designing a product that is both cost-effective and really delivers.

“We have re-launched many of our most popular products in stainless steel to meet customer demand. Our Hushpower division features totally new technology that has resulted in major mileage gains for both diesel vehicles and larger fleet applications. Both of these programs required careful analysis to press the emotional buyer reflexes to ensure a successful launch."
–Cam Benty, Vice President of Marketing, Flowmaster

"There are many things to do to get a product launch right from concept to execution, but in the end it's all about the timing. Everyone knows first-to-market wins, but it really takes courage to pull the plug on an innovative product or program that just isn't ready. If you don't, the consequences can be much worse.

“We've all seen many products that won SEMA 'New Product Awards' fail because they were launched too soon. To have your product ready, your pricing solid, your distributors screaming at you to ship, your consumers waiting for it with anticipation, and the media wanting to be the first to try it—it's a perfect storm.

“We were able to accomplish this with our Max Energy and E-Con launch and it has kept our business growing during this tough economic time."
–Marla Moore, Advertising/Marketing Director, Hypertech

Here is the complete schedule of seminars taking place during the week of the 2009 SEMA Show. For additional information on the Show's Education Days, contact Nathan Ridnouer at 909/396-0289, ext. 137. 

The U.S. International Trade Commission (ITC) recommended imposing tariffs of up to 55% as a remedy for a previous decision that surging tire imports from China were causing market disruption in the United States. Tariffs are currently 4% for radial passenger and light truck tires, and 3.4% for bias passenger and light-truck tires.

The tariffs are now subject to President Obama’s approval. A decision is expected by mid-September. The President has the authority to approve, deny or decide some other form of relief.

Last April, the United Steelworkers union, representing about 15,000 U.S. tire workers, alleged that an import surge of Chinese-made tires had caused major job losses and plant closures in the United States. The union argued that China exported nearly 46 million tires last year to the U.S., and that the volume had tripled since 2004 while domestic production had decreased by more than 25 percent.

The ITC found in favor of the United Steelworkers’ petition on June 18. Rather than impose a quota system limiting imports, the ITC has now recommended raising tariffs. The additional duties would total 55 percent in the first year, 45 percent in the second year and 35 percent in the third year. The subject tires are classifiable in the Harmonized Tariff Schedule under subheadings 4011.10.10, 4011.10.50, 4011.20.10 and 4011.20.50.

Questions? Contact Stuart Gosswein.

The U.S. Environmental Protection Agency (EPA) is proposing to tighten the one-hour standard for measuring emissions of nitrogen dioxide (NO2), but not change the annual standard. The long-term exposure would remain at a maximum of 53 parts per million (0.053 ppm) while an acceptable short-term exposure limit would be between 80 and 100 ppm (0.08 - 0.10 ppm).

The EPA believes NO2 exposure has been linked to respiratory problems. The primary man-made sources for NO2 are motor vehicles, coal-burning power plants and factories. In addition to reducing the one-hour standard, the EPA will require additional measuring devices be installed near city roadways where higher levels may be found.

According to the EPA, ambient concentrations of nitrogen dioxide dropped 41 percent between 1980 and 2006. All areas of the country currently meet the existing primary annual air quality standard, according to EPA. The EPA is not proposing any additional actions at this time, such as further reducing auto emissions of nitrogen oxide.

Questions? Contact Stuart Gosswein.

	Through direct mail, e-mail and print ads, SEMA is aggressively targeting several buyer segments for the 2009 SEMA Show.

The Tools & Equipment section of the SEMA Show is located at the west end of the North Hall of the Las Vegas Convention Center, adjacent to the Paint, Body & Equipment section. The Tools & Equipment section showcases shop and testing equipment, lathes, grinders, hand tools, air conditioning, lifts, jacks, power tools and containers.

When buyers pre-registered for the 2008 SEMA Show, 31,917 domestic and 10,786 international buyers expressed interest in tool and equipment products. Approximately 152 exhibitors at the 2008 SEMA Show indicated that they manufacture tool and equipment products; more than 7,603 attendees expressed interest in those products; and more than 18,806 attendees swiped badges at those specific exhibitor booths.

There were a total of 101,930 scan swipes made at North Hall exhibitor booths last year.
 
On the marketing front, SEMA is employing highly targeted methods to attract tool and equipment product buyers to this year’s SEMA Show. The extensive, multi-channel marketing is targeting not only past attendees, but also fresh new prospects that have never attended the SEMA Show.
 
“Number one on any buyer’s list of goals for the SEMA Show is to see new products," says Dan Hobgood, SEMA Senior Director of Marketing. “Our targeted, e-mail and direct mail to buyers emphasizes all the new products they’ll see at the Show, many of which are conveniently located in the New Products Showcase. We also include tool and equipment industry information, exhibitors that have already signed up and education sessions that key in on that buyer group’s interests.”
 
From the hundreds of thousands of direct mailers, e-mails and voicemails the message is clear: there is no better place to find everything you need to work smarter and increase sales than at the SEMA Show. As the ad says, the SEMA Show truly is “Like a Pit Stop for Your Business.”
 
View specific details on the entire 2009 SEMA Show attendee buyer marketing campaign.

	Through direct mail, e-mail and print ads, SEMA is aggressively targeting several buyer segments for the 2009 SEMA Show.

The Tools & Equipment section of the SEMA Show is located at the west end of the North Hall of the Las Vegas Convention Center, adjacent to the Paint, Body & Equipment section. The Tools & Equipment section showcases shop and testing equipment, lathes, grinders, hand tools, air conditioning, lifts, jacks, power tools and containers.

When buyers pre-registered for the 2008 SEMA Show, 31,917 domestic and 10,786 international buyers expressed interest in tool and equipment products. Approximately 152 exhibitors at the 2008 SEMA Show indicated that they manufacture tool and equipment products; more than 7,603 attendees expressed interest in those products; and more than 18,806 attendees swiped badges at those specific exhibitor booths.

There were a total of 101,930 scan swipes made at North Hall exhibitor booths last year.
 
On the marketing front, SEMA is employing highly targeted methods to attract tool and equipment product buyers to this year’s SEMA Show. The extensive, multi-channel marketing is targeting not only past attendees, but also fresh new prospects that have never attended the SEMA Show.
 
“Number one on any buyer’s list of goals for the SEMA Show is to see new products," says Dan Hobgood, SEMA Senior Director of Marketing. “Our targeted, e-mail and direct mail to buyers emphasizes all the new products they’ll see at the Show, many of which are conveniently located in the New Products Showcase. We also include tool and equipment industry information, exhibitors that have already signed up and education sessions that key in on that buyer group’s interests.”
 
From the hundreds of thousands of direct mailers, e-mails and voicemails the message is clear: there is no better place to find everything you need to work smarter and increase sales than at the SEMA Show. As the ad says, the SEMA Show truly is “Like a Pit Stop for Your Business.”
 
View specific details on the entire 2009 SEMA Show attendee buyer marketing campaign.