Buyers at the SEMA Show can literally tap into everything they need to keep their businesses strong.

The goal of this year’s marketing campaign “Like a Pit Stop for Your Business” is to inform buyers that the SEMA Show is the only place on the planet where they can tap into literally everything they need to keep their businesses strong.

The SEMA Show has it all: new products, relevant education, critical information, equipment and technology, fresh ideas and face-to-face networking with key manufacturers.

But most importantly, the SEMA Show instills the positive energy and inspiration that can re-energize buyers’ businesses, keep them thriving through these difficult times and be poised for explosive growth in the coming economic recovery.

“When we strategized with the SEMA marketing team, [SEMA President and CEO] Chris Kersting said something that inspired our creative team,” said Denise Paccione, president of Marketing Design Group, ad agency for the SEMA Show.

“We translated his comment, ‘SEMA is the industry’s partner; we’ve got your back,' into a metaphor that the industry would understand immediately: SEMA SHOW – Like a Pit Stop for Your Business.

"The visual of the concept pictures a re-energized SEMA Show attendee backed up by a pit crew representing the comprehensive resources of the SEMA Show, all at his disposal.”

Peter MacGillivray, SEMA vice president of communications and events, underscores the importance of communicating this message.

“SEMA has always been a dedicated industry partner, and this year it's critical that we get the word out about it,” MacGillivray said. “The industry needs a shot in the arm, and the SEMA Show can provide it.”

To ensure that happens, SEMA has planned a multi-tiered, multi-media marketing campaign designed to bring every segment of the industry together at the SEMA Show.

Target Audiences

• Total High Quality Buyer Prospects: more than 220,000 domestic and international buyers (150,000 existing in SEMA database and 70,000 new from external resources)
• Actual Annual Buyer Attendance for last four shows: 50,000–60,000
• Eight Buyer Target Segments: Trucks/SUVs/Off-Road; Tires & Wheels; Racing & Performance; Hot Rod & Restoration; Mobile Electronics; Paint, Body & Equipment; Powersports & Utility Vehicles; and Restyling & Car Care Accessories

Distribution Channels

• Bi-monthly press releases to industry media partners ensure maximum coverage in trade print, TV and online media channels (distribution ranges from 30 to more than 200 journalists depending on the nature of the release)
• Monthly SEMA News magazine (30,000+ subscribers)
• Show Daily (Pre-Show specific magazine to 40,000+)
• Domestic trade shows and events (10-12 targeted shows and events with specific outreach to SEMA Show buyer attendee prospects)
• International trade shows (including shows in Mexico City, Dubai and Beijing—all demonstrating exponential, multi-billion dollar specialty-equipment industry growth markets)
• Major industry and niche market trade and consumer magazines (more than 70 domestic and 50 international)
• Weekly SEMA eNews with relevant buyer messaging (more than 160,000 distribution)
• Multiple voicemail broadcasts (more than 50,000 per broadcast)
• Weekly targeted e-mail broadcasts to core and niche audiences (up to 100,000 per message) ensure we get the right message to the right mailbox
• Multiple Direct Mailings to core and niche audiences (up to 150,000 per mailing)
• SEMAShow.com

Marketing Campaign Elements

• The adjacent print ad (general version, shown and seven targeted versions, not shown)
• Easy-to-complete electronic registration form at www.SEMAShow.com/register
• Banner ad with click through to the buyer registration page posted on SEMAShow.com and on strategically targeted domestic industry trade and consumer websites
• Information landing page at www.SEMAShow.com
• Travel page listing affiliated hotels and their locations
• Letters of invitation to international buyers with helpful visa resources
• International SEMA Show brochure (PDF)
• Early registration self-mailers
• “What’s New” postcards
• 16-page comprehensive brochure
• Promotional flyers for distribution at domestic and international trade shows
• Banners and displays for domestic and international trade shows
• Industry celebrity voice recording for voicemail broadcasts
• Press releases
• SEMA News editorial
• eNews editorial
• Targeted e-mails

Stay tuned to SEMA eNews for continuing updates on the 2009 SEMA Show buyer marketing campaign.

Buyers at the SEMA Show can literally tap into everything they need to keep their businesses strong.

The goal of this year’s marketing campaign “Like a Pit Stop for Your Business” is to inform buyers that the SEMA Show is the only place on the planet where they can tap into literally everything they need to keep their businesses strong.

The SEMA Show has it all: new products, relevant education, critical information, equipment and technology, fresh ideas and face-to-face networking with key manufacturers.

But most importantly, the SEMA Show instills the positive energy and inspiration that can re-energize buyers’ businesses, keep them thriving through these difficult times and be poised for explosive growth in the coming economic recovery.

“When we strategized with the SEMA marketing team, [SEMA President and CEO] Chris Kersting said something that inspired our creative team,” said Denise Paccione, president of Marketing Design Group, ad agency for the SEMA Show.

“We translated his comment, ‘SEMA is the industry’s partner; we’ve got your back,' into a metaphor that the industry would understand immediately: SEMA SHOW – Like a Pit Stop for Your Business.

"The visual of the concept pictures a re-energized SEMA Show attendee backed up by a pit crew representing the comprehensive resources of the SEMA Show, all at his disposal.”

Peter MacGillivray, SEMA vice president of communications and events, underscores the importance of communicating this message.

“SEMA has always been a dedicated industry partner, and this year it's critical that we get the word out about it,” MacGillivray said. “The industry needs a shot in the arm, and the SEMA Show can provide it.”

To ensure that happens, SEMA has planned a multi-tiered, multi-media marketing campaign designed to bring every segment of the industry together at the SEMA Show.

Target Audiences

• Total High Quality Buyer Prospects: more than 220,000 domestic and international buyers (150,000 existing in SEMA database and 70,000 new from external resources)
• Actual Annual Buyer Attendance for last four shows: 50,000–60,000
• Eight Buyer Target Segments: Trucks/SUVs/Off-Road; Tires & Wheels; Racing & Performance; Hot Rod & Restoration; Mobile Electronics; Paint, Body & Equipment; Powersports & Utility Vehicles; and Restyling & Car Care Accessories

Distribution Channels

• Bi-monthly press releases to industry media partners ensure maximum coverage in trade print, TV and online media channels (distribution ranges from 30 to more than 200 journalists depending on the nature of the release)
• Monthly SEMA News magazine (30,000+ subscribers)
• Show Daily (Pre-Show specific magazine to 40,000+)
• Domestic trade shows and events (10-12 targeted shows and events with specific outreach to SEMA Show buyer attendee prospects)
• International trade shows (including shows in Mexico City, Dubai and Beijing—all demonstrating exponential, multi-billion dollar specialty-equipment industry growth markets)
• Major industry and niche market trade and consumer magazines (more than 70 domestic and 50 international)
• Weekly SEMA eNews with relevant buyer messaging (more than 160,000 distribution)
• Multiple voicemail broadcasts (more than 50,000 per broadcast)
• Weekly targeted e-mail broadcasts to core and niche audiences (up to 100,000 per message) ensure we get the right message to the right mailbox
• Multiple Direct Mailings to core and niche audiences (up to 150,000 per mailing)
• SEMAShow.com

Marketing Campaign Elements

• The adjacent print ad (general version, shown and seven targeted versions, not shown)
• Easy-to-complete electronic registration form at www.SEMAShow.com/register
• Banner ad with click through to the buyer registration page posted on SEMAShow.com and on strategically targeted domestic industry trade and consumer websites
• Information landing page at www.SEMAShow.com
• Travel page listing affiliated hotels and their locations
• Letters of invitation to international buyers with helpful visa resources
• International SEMA Show brochure (PDF)
• Early registration self-mailers
• “What’s New” postcards
• 16-page comprehensive brochure
• Promotional flyers for distribution at domestic and international trade shows
• Banners and displays for domestic and international trade shows
• Industry celebrity voice recording for voicemail broadcasts
• Press releases
• SEMA News editorial
• eNews editorial
• Targeted e-mails

Stay tuned to SEMA eNews for continuing updates on the 2009 SEMA Show buyer marketing campaign.

Buyers at the SEMA Show can literally tap into everything they need to keep their businesses strong.

The goal of this year’s marketing campaign “Like a Pit Stop for Your Business” is to inform buyers that the SEMA Show is the only place on the planet where they can tap into literally everything they need to keep their businesses strong.

The SEMA Show has it all: new products, relevant education, critical information, equipment and technology, fresh ideas and face-to-face networking with key manufacturers.

But most importantly, the SEMA Show instills the positive energy and inspiration that can re-energize buyers’ businesses, keep them thriving through these difficult times and be poised for explosive growth in the coming economic recovery.

“When we strategized with the SEMA marketing team, [SEMA President and CEO] Chris Kersting said something that inspired our creative team,” said Denise Paccione, president of Marketing Design Group, ad agency for the SEMA Show.

“We translated his comment, ‘SEMA is the industry’s partner; we’ve got your back,' into a metaphor that the industry would understand immediately: SEMA SHOW – Like a Pit Stop for Your Business.

"The visual of the concept pictures a re-energized SEMA Show attendee backed up by a pit crew representing the comprehensive resources of the SEMA Show, all at his disposal.”

Peter MacGillivray, SEMA vice president of communications and events, underscores the importance of communicating this message.

“SEMA has always been a dedicated industry partner, and this year it's critical that we get the word out about it,” MacGillivray said. “The industry needs a shot in the arm, and the SEMA Show can provide it.”

To ensure that happens, SEMA has planned a multi-tiered, multi-media marketing campaign designed to bring every segment of the industry together at the SEMA Show.

Target Audiences

• Total High Quality Buyer Prospects: more than 220,000 domestic and international buyers (150,000 existing in SEMA database and 70,000 new from external resources)
• Actual Annual Buyer Attendance for last four shows: 50,000–60,000
• Eight Buyer Target Segments: Trucks/SUVs/Off-Road; Tires & Wheels; Racing & Performance; Hot Rod & Restoration; Mobile Electronics; Paint, Body & Equipment; Powersports & Utility Vehicles; and Restyling & Car Care Accessories

Distribution Channels

• Bi-monthly press releases to industry media partners ensure maximum coverage in trade print, TV and online media channels (distribution ranges from 30 to more than 200 journalists depending on the nature of the release)
• Monthly SEMA News magazine (30,000+ subscribers)
• Show Daily (Pre-Show specific magazine to 40,000+)
• Domestic trade shows and events (10-12 targeted shows and events with specific outreach to SEMA Show buyer attendee prospects)
• International trade shows (including shows in Mexico City, Dubai and Beijing—all demonstrating exponential, multi-billion dollar specialty-equipment industry growth markets)
• Major industry and niche market trade and consumer magazines (more than 70 domestic and 50 international)
• Weekly SEMA eNews with relevant buyer messaging (more than 160,000 distribution)
• Multiple voicemail broadcasts (more than 50,000 per broadcast)
• Weekly targeted e-mail broadcasts to core and niche audiences (up to 100,000 per message) ensure we get the right message to the right mailbox
• Multiple Direct Mailings to core and niche audiences (up to 150,000 per mailing)
• SEMAShow.com

Marketing Campaign Elements

• The adjacent print ad (general version, shown and seven targeted versions, not shown)
• Easy-to-complete electronic registration form at www.SEMAShow.com/register
• Banner ad with click through to the buyer registration page posted on SEMAShow.com and on strategically targeted domestic industry trade and consumer websites
• Information landing page at www.SEMAShow.com
• Travel page listing affiliated hotels and their locations
• Letters of invitation to international buyers with helpful visa resources
• International SEMA Show brochure (PDF)
• Early registration self-mailers
• “What’s New” postcards
• 16-page comprehensive brochure
• Promotional flyers for distribution at domestic and international trade shows
• Banners and displays for domestic and international trade shows
• Industry celebrity voice recording for voicemail broadcasts
• Press releases
• SEMA News editorial
• eNews editorial
• Targeted e-mails

Stay tuned to SEMA eNews for continuing updates on the 2009 SEMA Show buyer marketing campaign.

Buyers at the SEMA Show can literally tap into everything they need to keep their businesses strong.

The goal of this year’s marketing campaign “Like a Pit Stop for Your Business” is to inform buyers that the SEMA Show is the only place on the planet where they can tap into literally everything they need to keep their businesses strong.

The SEMA Show has it all: new products, relevant education, critical information, equipment and technology, fresh ideas and face-to-face networking with key manufacturers.

But most importantly, the SEMA Show instills the positive energy and inspiration that can re-energize buyers’ businesses, keep them thriving through these difficult times and be poised for explosive growth in the coming economic recovery.

“When we strategized with the SEMA marketing team, [SEMA President and CEO] Chris Kersting said something that inspired our creative team,” said Denise Paccione, president of Marketing Design Group, ad agency for the SEMA Show.

“We translated his comment, ‘SEMA is the industry’s partner; we’ve got your back,' into a metaphor that the industry would understand immediately: SEMA SHOW – Like a Pit Stop for Your Business.

"The visual of the concept pictures a re-energized SEMA Show attendee backed up by a pit crew representing the comprehensive resources of the SEMA Show, all at his disposal.”

Peter MacGillivray, SEMA vice president of communications and events, underscores the importance of communicating this message.

“SEMA has always been a dedicated industry partner, and this year it's critical that we get the word out about it,” MacGillivray said. “The industry needs a shot in the arm, and the SEMA Show can provide it.”

To ensure that happens, SEMA has planned a multi-tiered, multi-media marketing campaign designed to bring every segment of the industry together at the SEMA Show.

Target Audiences

• Total High Quality Buyer Prospects: more than 220,000 domestic and international buyers (150,000 existing in SEMA database and 70,000 new from external resources)
• Actual Annual Buyer Attendance for last four shows: 50,000–60,000
• Eight Buyer Target Segments: Trucks/SUVs/Off-Road; Tires & Wheels; Racing & Performance; Hot Rod & Restoration; Mobile Electronics; Paint, Body & Equipment; Powersports & Utility Vehicles; and Restyling & Car Care Accessories

Distribution Channels

• Bi-monthly press releases to industry media partners ensure maximum coverage in trade print, TV and online media channels (distribution ranges from 30 to more than 200 journalists depending on the nature of the release)
• Monthly SEMA News magazine (30,000+ subscribers)
• Show Daily (Pre-Show specific magazine to 40,000+)
• Domestic trade shows and events (10-12 targeted shows and events with specific outreach to SEMA Show buyer attendee prospects)
• International trade shows (including shows in Mexico City, Dubai and Beijing—all demonstrating exponential, multi-billion dollar specialty-equipment industry growth markets)
• Major industry and niche market trade and consumer magazines (more than 70 domestic and 50 international)
• Weekly SEMA eNews with relevant buyer messaging (more than 160,000 distribution)
• Multiple voicemail broadcasts (more than 50,000 per broadcast)
• Weekly targeted e-mail broadcasts to core and niche audiences (up to 100,000 per message) ensure we get the right message to the right mailbox
• Multiple Direct Mailings to core and niche audiences (up to 150,000 per mailing)
• SEMAShow.com

Marketing Campaign Elements

• The adjacent print ad (general version, shown and seven targeted versions, not shown)
• Easy-to-complete electronic registration form at www.SEMAShow.com/register
• Banner ad with click through to the buyer registration page posted on SEMAShow.com and on strategically targeted domestic industry trade and consumer websites
• Information landing page at www.SEMAShow.com
• Travel page listing affiliated hotels and their locations
• Letters of invitation to international buyers with helpful visa resources
• International SEMA Show brochure (PDF)
• Early registration self-mailers
• “What’s New” postcards
• 16-page comprehensive brochure
• Promotional flyers for distribution at domestic and international trade shows
• Banners and displays for domestic and international trade shows
• Industry celebrity voice recording for voicemail broadcasts
• Press releases
• SEMA News editorial
• eNews editorial
• Targeted e-mails

Stay tuned to SEMA eNews for continuing updates on the 2009 SEMA Show buyer marketing campaign.

Buyers at the SEMA Show can literally tap into everything they need to keep their businesses strong.

The goal of this year’s marketing campaign “Like a Pit Stop for Your Business” is to inform buyers that the SEMA Show is the only place on the planet where they can tap into literally everything they need to keep their businesses strong.

The SEMA Show has it all: new products, relevant education, critical information, equipment and technology, fresh ideas and face-to-face networking with key manufacturers.

But most importantly, the SEMA Show instills the positive energy and inspiration that can re-energize buyers’ businesses, keep them thriving through these difficult times and be poised for explosive growth in the coming economic recovery.

“When we strategized with the SEMA marketing team, [SEMA President and CEO] Chris Kersting said something that inspired our creative team,” said Denise Paccione, president of Marketing Design Group, ad agency for the SEMA Show.

“We translated his comment, ‘SEMA is the industry’s partner; we’ve got your back,' into a metaphor that the industry would understand immediately: SEMA SHOW – Like a Pit Stop for Your Business.

"The visual of the concept pictures a re-energized SEMA Show attendee backed up by a pit crew representing the comprehensive resources of the SEMA Show, all at his disposal.”

Peter MacGillivray, SEMA vice president of communications and events, underscores the importance of communicating this message.

“SEMA has always been a dedicated industry partner, and this year it's critical that we get the word out about it,” MacGillivray said. “The industry needs a shot in the arm, and the SEMA Show can provide it.”

To ensure that happens, SEMA has planned a multi-tiered, multi-media marketing campaign designed to bring every segment of the industry together at the SEMA Show.

Target Audiences

• Total High Quality Buyer Prospects: more than 220,000 domestic and international buyers (150,000 existing in SEMA database and 70,000 new from external resources)
• Actual Annual Buyer Attendance for last four shows: 50,000–60,000
• Eight Buyer Target Segments: Trucks/SUVs/Off-Road; Tires & Wheels; Racing & Performance; Hot Rod & Restoration; Mobile Electronics; Paint, Body & Equipment; Powersports & Utility Vehicles; and Restyling & Car Care Accessories

Distribution Channels

• Bi-monthly press releases to industry media partners ensure maximum coverage in trade print, TV and online media channels (distribution ranges from 30 to more than 200 journalists depending on the nature of the release)
• Monthly SEMA News magazine (30,000+ subscribers)
• Show Daily (Pre-Show specific magazine to 40,000+)
• Domestic trade shows and events (10-12 targeted shows and events with specific outreach to SEMA Show buyer attendee prospects)
• International trade shows (including shows in Mexico City, Dubai and Beijing—all demonstrating exponential, multi-billion dollar specialty-equipment industry growth markets)
• Major industry and niche market trade and consumer magazines (more than 70 domestic and 50 international)
• Weekly SEMA eNews with relevant buyer messaging (more than 160,000 distribution)
• Multiple voicemail broadcasts (more than 50,000 per broadcast)
• Weekly targeted e-mail broadcasts to core and niche audiences (up to 100,000 per message) ensure we get the right message to the right mailbox
• Multiple Direct Mailings to core and niche audiences (up to 150,000 per mailing)
• SEMAShow.com

Marketing Campaign Elements

• The adjacent print ad (general version, shown and seven targeted versions, not shown)
• Easy-to-complete electronic registration form at www.SEMAShow.com/register
• Banner ad with click through to the buyer registration page posted on SEMAShow.com and on strategically targeted domestic industry trade and consumer websites
• Information landing page at www.SEMAShow.com
• Travel page listing affiliated hotels and their locations
• Letters of invitation to international buyers with helpful visa resources
• International SEMA Show brochure (PDF)
• Early registration self-mailers
• “What’s New” postcards
• 16-page comprehensive brochure
• Promotional flyers for distribution at domestic and international trade shows
• Banners and displays for domestic and international trade shows
• Industry celebrity voice recording for voicemail broadcasts
• Press releases
• SEMA News editorial
• eNews editorial
• Targeted e-mails

Stay tuned to SEMA eNews for continuing updates on the 2009 SEMA Show buyer marketing campaign.

Buyers at the SEMA Show can literally tap into everything they need to keep their businesses strong.

The goal of this year’s marketing campaign “Like a Pit Stop for Your Business” is to inform buyers that the SEMA Show is the only place on the planet where they can tap into literally everything they need to keep their businesses strong.

The SEMA Show has it all: new products, relevant education, critical information, equipment and technology, fresh ideas and face-to-face networking with key manufacturers.

But most importantly, the SEMA Show instills the positive energy and inspiration that can re-energize buyers’ businesses, keep them thriving through these difficult times and be poised for explosive growth in the coming economic recovery.

“When we strategized with the SEMA marketing team, [SEMA President and CEO] Chris Kersting said something that inspired our creative team,” said Denise Paccione, president of Marketing Design Group, ad agency for the SEMA Show.

“We translated his comment, ‘SEMA is the industry’s partner; we’ve got your back,' into a metaphor that the industry would understand immediately: SEMA SHOW – Like a Pit Stop for Your Business.

"The visual of the concept pictures a re-energized SEMA Show attendee backed up by a pit crew representing the comprehensive resources of the SEMA Show, all at his disposal.”

Peter MacGillivray, SEMA vice president of communications and events, underscores the importance of communicating this message.

“SEMA has always been a dedicated industry partner, and this year it's critical that we get the word out about it,” MacGillivray said. “The industry needs a shot in the arm, and the SEMA Show can provide it.”

To ensure that happens, SEMA has planned a multi-tiered, multi-media marketing campaign designed to bring every segment of the industry together at the SEMA Show.

Target Audiences

• Total High Quality Buyer Prospects: more than 220,000 domestic and international buyers (150,000 existing in SEMA database and 70,000 new from external resources)
• Actual Annual Buyer Attendance for last four shows: 50,000–60,000
• Eight Buyer Target Segments: Trucks/SUVs/Off-Road; Tires & Wheels; Racing & Performance; Hot Rod & Restoration; Mobile Electronics; Paint, Body & Equipment; Powersports & Utility Vehicles; and Restyling & Car Care Accessories

Distribution Channels

• Bi-monthly press releases to industry media partners ensure maximum coverage in trade print, TV and online media channels (distribution ranges from 30 to more than 200 journalists depending on the nature of the release)
• Monthly SEMA News magazine (30,000+ subscribers)
• Show Daily (Pre-Show specific magazine to 40,000+)
• Domestic trade shows and events (10-12 targeted shows and events with specific outreach to SEMA Show buyer attendee prospects)
• International trade shows (including shows in Mexico City, Dubai and Beijing—all demonstrating exponential, multi-billion dollar specialty-equipment industry growth markets)
• Major industry and niche market trade and consumer magazines (more than 70 domestic and 50 international)
• Weekly SEMA eNews with relevant buyer messaging (more than 160,000 distribution)
• Multiple voicemail broadcasts (more than 50,000 per broadcast)
• Weekly targeted e-mail broadcasts to core and niche audiences (up to 100,000 per message) ensure we get the right message to the right mailbox
• Multiple Direct Mailings to core and niche audiences (up to 150,000 per mailing)
• SEMAShow.com

Marketing Campaign Elements

• The adjacent print ad (general version, shown and seven targeted versions, not shown)
• Easy-to-complete electronic registration form at www.SEMAShow.com/register
• Banner ad with click through to the buyer registration page posted on SEMAShow.com and on strategically targeted domestic industry trade and consumer websites
• Information landing page at www.SEMAShow.com
• Travel page listing affiliated hotels and their locations
• Letters of invitation to international buyers with helpful visa resources
• International SEMA Show brochure (PDF)
• Early registration self-mailers
• “What’s New” postcards
• 16-page comprehensive brochure
• Promotional flyers for distribution at domestic and international trade shows
• Banners and displays for domestic and international trade shows
• Industry celebrity voice recording for voicemail broadcasts
• Press releases
• SEMA News editorial
• eNews editorial
• Targeted e-mails

Stay tuned to SEMA eNews for continuing updates on the 2009 SEMA Show buyer marketing campaign.

	Consumers use multi-channel shopping as a package (use both) and need to see consistency in both content and customer service.

SEMA recently launched its annual Membership Satisfaction survey to engage members about the resources available to them and inquire about the services, news items and topics that they would like to see more regularly. The survey is still open and available to all employees of member companies, but from the responses given so far, some research topics are already rising to the surface.

Consumer online behavior and eCommerce strategies are very popular. Manufacturers, retailers and those along the distribution channels want more information about Internet-related topics and, as a result from the feedback, SEMA will work with members of the industry to provide the content its members have requested.

As highlighted in “Selling Out,” an article from customer-service-centric publication Customer Relationships Management (CRM), some retailers have abandoned the techniques that earned them customers the first time around. Economic conditions are driving customers to become more critical, and merchants might be changing their behavior incorrectly.

Retailers need to understand the current consumer psyche as it evolves within the framework of the economic environment. Not only have disposable incomes decreased as consumers face higher levels of unemployment, tightened credit and budget cuts, but people are discouraged socially from excessive spending, even those capable of staving off economic troubles.

Carl Prindle, CEO of Furniture.com, outlined the hesitations to CRM.

“Consumers are reluctant to spend," he said. "In fact, many feel guilty if they do. They’re being told not to buy. They need some excuse to push them, to do something they’re being told not to do.”

Much of the apprehension is tied to long-term perspectives. Seventy percent of consumers fear the recession will last three years or more. There are solutions to these problems, however.

Technology has enabled a shift in power. Consumers are in more control of their choices than ever before and are seeking products on their terms. In years past, people would rely heavily on local sources—close friends, newspapers—for information. Now they are more empowered and practically forced by economic conditions to use every resource available to understand their complete range of choices.

The need for manufacturers and retailers to guide consumer perception will be paramount for companies to survive. Today, it is not uncommon for peer-driven media, such as blogs and online rating websites, to influence opinions, much to the chagrin of marketers, some of whom have million-dollar commercials that are being supplanted by these venues.

Studies, expert testimonials and historical examples all lead to the same conclusion: consumers like reviews. From expert advice to peer feedback of like-minded consumers, shoppers are embracing and relying on product reviews prior to making decisions. Sam Decker, chief marketing officer of social commerce technology Bazaarvoice, claims that his company's research shows that 97% of consumers trust product reviews on the whole.

PowerReviews, a similar company that offers online review software and a “verified buyer” identification to ward off illegitimate tampering, warns companies of the pitfalls inherent in cheating the system. Companies that interfere in the process are often sniffed out. The best approach is to be informative and transparent.

“It’s a smart crowd," Darby Williams, vice president of product management at PowerReviews, told CRM. "They trust critical reviews more than they do five stars and infinite praise. They’re the biggest protection against fraud.”

Additionally, small businesses are in a position to benefit the most from this swelling phenomenon since their brand recognition could be amplified cheaply and quickly. PowerReview reports that nearly half (46%) of consumers believe between four and seven reviews are ample enough to make a confident decision about whether or not to buy a product. About 95% need 15 reviews or fewer.

Consumers use multichannel shopping as a package and need to see consistency in both content and customer service. Aside from considering a product-review program or service, small businesses need to understand the value in having a multichannel presence. Consumers are online and businesses need to be where the buyers are—not necessarily where they make purchases, but where they focus their attention.

The debate should not boil down to a decision between a brick-and-mortal or virtual storefront, because companies need both. They also need to be consistent between each venue.

“A good retailer wants to be involved in as many conversations as possible," said David Fry, president of Fry, Inc.

The rewards may not be explicit, but ultimately significant. He asserts that the most successful retailers may only see 10 percent of their sales online, but 70 percent of the revenue was created by their web presence. This may be especially true in the automotive landscape since enthusiasts still enjoy having a tactile, hands-on shopping experience.

Manufacturers and retailers need to have a consistent message in all channels and they are best served by presenting their information clearly, quickly and among a broad range of venues. — SEMA Research & Information Center

	Consumers use multi-channel shopping as a package (use both) and need to see consistency in both content and customer service.

SEMA recently launched its annual Membership Satisfaction survey to engage members about the resources available to them and inquire about the services, news items and topics that they would like to see more regularly. The survey is still open and available to all employees of member companies, but from the responses given so far, some research topics are already rising to the surface.

Consumer online behavior and eCommerce strategies are very popular. Manufacturers, retailers and those along the distribution channels want more information about Internet-related topics and, as a result from the feedback, SEMA will work with members of the industry to provide the content its members have requested.

As highlighted in “Selling Out,” an article from customer-service-centric publication Customer Relationships Management (CRM), some retailers have abandoned the techniques that earned them customers the first time around. Economic conditions are driving customers to become more critical, and merchants might be changing their behavior incorrectly.

Retailers need to understand the current consumer psyche as it evolves within the framework of the economic environment. Not only have disposable incomes decreased as consumers face higher levels of unemployment, tightened credit and budget cuts, but people are discouraged socially from excessive spending, even those capable of staving off economic troubles.

Carl Prindle, CEO of Furniture.com, outlined the hesitations to CRM.

“Consumers are reluctant to spend," he said. "In fact, many feel guilty if they do. They’re being told not to buy. They need some excuse to push them, to do something they’re being told not to do.”

Much of the apprehension is tied to long-term perspectives. Seventy percent of consumers fear the recession will last three years or more. There are solutions to these problems, however.

Technology has enabled a shift in power. Consumers are in more control of their choices than ever before and are seeking products on their terms. In years past, people would rely heavily on local sources—close friends, newspapers—for information. Now they are more empowered and practically forced by economic conditions to use every resource available to understand their complete range of choices.

The need for manufacturers and retailers to guide consumer perception will be paramount for companies to survive. Today, it is not uncommon for peer-driven media, such as blogs and online rating websites, to influence opinions, much to the chagrin of marketers, some of whom have million-dollar commercials that are being supplanted by these venues.

Studies, expert testimonials and historical examples all lead to the same conclusion: consumers like reviews. From expert advice to peer feedback of like-minded consumers, shoppers are embracing and relying on product reviews prior to making decisions. Sam Decker, chief marketing officer of social commerce technology Bazaarvoice, claims that his company's research shows that 97% of consumers trust product reviews on the whole.

PowerReviews, a similar company that offers online review software and a “verified buyer” identification to ward off illegitimate tampering, warns companies of the pitfalls inherent in cheating the system. Companies that interfere in the process are often sniffed out. The best approach is to be informative and transparent.

“It’s a smart crowd," Darby Williams, vice president of product management at PowerReviews, told CRM. "They trust critical reviews more than they do five stars and infinite praise. They’re the biggest protection against fraud.”

Additionally, small businesses are in a position to benefit the most from this swelling phenomenon since their brand recognition could be amplified cheaply and quickly. PowerReview reports that nearly half (46%) of consumers believe between four and seven reviews are ample enough to make a confident decision about whether or not to buy a product. About 95% need 15 reviews or fewer.

Consumers use multichannel shopping as a package and need to see consistency in both content and customer service. Aside from considering a product-review program or service, small businesses need to understand the value in having a multichannel presence. Consumers are online and businesses need to be where the buyers are—not necessarily where they make purchases, but where they focus their attention.

The debate should not boil down to a decision between a brick-and-mortal or virtual storefront, because companies need both. They also need to be consistent between each venue.

“A good retailer wants to be involved in as many conversations as possible," said David Fry, president of Fry, Inc.

The rewards may not be explicit, but ultimately significant. He asserts that the most successful retailers may only see 10 percent of their sales online, but 70 percent of the revenue was created by their web presence. This may be especially true in the automotive landscape since enthusiasts still enjoy having a tactile, hands-on shopping experience.

Manufacturers and retailers need to have a consistent message in all channels and they are best served by presenting their information clearly, quickly and among a broad range of venues. — SEMA Research & Information Center

	Consumers use multi-channel shopping as a package (use both) and need to see consistency in both content and customer service.

SEMA recently launched its annual Membership Satisfaction survey to engage members about the resources available to them and inquire about the services, news items and topics that they would like to see more regularly. The survey is still open and available to all employees of member companies, but from the responses given so far, some research topics are already rising to the surface.

Consumer online behavior and eCommerce strategies are very popular. Manufacturers, retailers and those along the distribution channels want more information about Internet-related topics and, as a result from the feedback, SEMA will work with members of the industry to provide the content its members have requested.

As highlighted in “Selling Out,” an article from customer-service-centric publication Customer Relationships Management (CRM), some retailers have abandoned the techniques that earned them customers the first time around. Economic conditions are driving customers to become more critical, and merchants might be changing their behavior incorrectly.

Retailers need to understand the current consumer psyche as it evolves within the framework of the economic environment. Not only have disposable incomes decreased as consumers face higher levels of unemployment, tightened credit and budget cuts, but people are discouraged socially from excessive spending, even those capable of staving off economic troubles.

Carl Prindle, CEO of Furniture.com, outlined the hesitations to CRM.

“Consumers are reluctant to spend," he said. "In fact, many feel guilty if they do. They’re being told not to buy. They need some excuse to push them, to do something they’re being told not to do.”

Much of the apprehension is tied to long-term perspectives. Seventy percent of consumers fear the recession will last three years or more. There are solutions to these problems, however.

Technology has enabled a shift in power. Consumers are in more control of their choices than ever before and are seeking products on their terms. In years past, people would rely heavily on local sources—close friends, newspapers—for information. Now they are more empowered and practically forced by economic conditions to use every resource available to understand their complete range of choices.

The need for manufacturers and retailers to guide consumer perception will be paramount for companies to survive. Today, it is not uncommon for peer-driven media, such as blogs and online rating websites, to influence opinions, much to the chagrin of marketers, some of whom have million-dollar commercials that are being supplanted by these venues.

Studies, expert testimonials and historical examples all lead to the same conclusion: consumers like reviews. From expert advice to peer feedback of like-minded consumers, shoppers are embracing and relying on product reviews prior to making decisions. Sam Decker, chief marketing officer of social commerce technology Bazaarvoice, claims that his company's research shows that 97% of consumers trust product reviews on the whole.

PowerReviews, a similar company that offers online review software and a “verified buyer” identification to ward off illegitimate tampering, warns companies of the pitfalls inherent in cheating the system. Companies that interfere in the process are often sniffed out. The best approach is to be informative and transparent.

“It’s a smart crowd," Darby Williams, vice president of product management at PowerReviews, told CRM. "They trust critical reviews more than they do five stars and infinite praise. They’re the biggest protection against fraud.”

Additionally, small businesses are in a position to benefit the most from this swelling phenomenon since their brand recognition could be amplified cheaply and quickly. PowerReview reports that nearly half (46%) of consumers believe between four and seven reviews are ample enough to make a confident decision about whether or not to buy a product. About 95% need 15 reviews or fewer.

Consumers use multichannel shopping as a package and need to see consistency in both content and customer service. Aside from considering a product-review program or service, small businesses need to understand the value in having a multichannel presence. Consumers are online and businesses need to be where the buyers are—not necessarily where they make purchases, but where they focus their attention.

The debate should not boil down to a decision between a brick-and-mortal or virtual storefront, because companies need both. They also need to be consistent between each venue.

“A good retailer wants to be involved in as many conversations as possible," said David Fry, president of Fry, Inc.

The rewards may not be explicit, but ultimately significant. He asserts that the most successful retailers may only see 10 percent of their sales online, but 70 percent of the revenue was created by their web presence. This may be especially true in the automotive landscape since enthusiasts still enjoy having a tactile, hands-on shopping experience.

Manufacturers and retailers need to have a consistent message in all channels and they are best served by presenting their information clearly, quickly and among a broad range of venues. — SEMA Research & Information Center

	Consumers use multi-channel shopping as a package (use both) and need to see consistency in both content and customer service.

SEMA recently launched its annual Membership Satisfaction survey to engage members about the resources available to them and inquire about the services, news items and topics that they would like to see more regularly. The survey is still open and available to all employees of member companies, but from the responses given so far, some research topics are already rising to the surface.

Consumer online behavior and eCommerce strategies are very popular. Manufacturers, retailers and those along the distribution channels want more information about Internet-related topics and, as a result from the feedback, SEMA will work with members of the industry to provide the content its members have requested.

As highlighted in “Selling Out,” an article from customer-service-centric publication Customer Relationships Management (CRM), some retailers have abandoned the techniques that earned them customers the first time around. Economic conditions are driving customers to become more critical, and merchants might be changing their behavior incorrectly.

Retailers need to understand the current consumer psyche as it evolves within the framework of the economic environment. Not only have disposable incomes decreased as consumers face higher levels of unemployment, tightened credit and budget cuts, but people are discouraged socially from excessive spending, even those capable of staving off economic troubles.

Carl Prindle, CEO of Furniture.com, outlined the hesitations to CRM.

“Consumers are reluctant to spend," he said. "In fact, many feel guilty if they do. They’re being told not to buy. They need some excuse to push them, to do something they’re being told not to do.”

Much of the apprehension is tied to long-term perspectives. Seventy percent of consumers fear the recession will last three years or more. There are solutions to these problems, however.

Technology has enabled a shift in power. Consumers are in more control of their choices than ever before and are seeking products on their terms. In years past, people would rely heavily on local sources—close friends, newspapers—for information. Now they are more empowered and practically forced by economic conditions to use every resource available to understand their complete range of choices.

The need for manufacturers and retailers to guide consumer perception will be paramount for companies to survive. Today, it is not uncommon for peer-driven media, such as blogs and online rating websites, to influence opinions, much to the chagrin of marketers, some of whom have million-dollar commercials that are being supplanted by these venues.

Studies, expert testimonials and historical examples all lead to the same conclusion: consumers like reviews. From expert advice to peer feedback of like-minded consumers, shoppers are embracing and relying on product reviews prior to making decisions. Sam Decker, chief marketing officer of social commerce technology Bazaarvoice, claims that his company's research shows that 97% of consumers trust product reviews on the whole.

PowerReviews, a similar company that offers online review software and a “verified buyer” identification to ward off illegitimate tampering, warns companies of the pitfalls inherent in cheating the system. Companies that interfere in the process are often sniffed out. The best approach is to be informative and transparent.

“It’s a smart crowd," Darby Williams, vice president of product management at PowerReviews, told CRM. "They trust critical reviews more than they do five stars and infinite praise. They’re the biggest protection against fraud.”

Additionally, small businesses are in a position to benefit the most from this swelling phenomenon since their brand recognition could be amplified cheaply and quickly. PowerReview reports that nearly half (46%) of consumers believe between four and seven reviews are ample enough to make a confident decision about whether or not to buy a product. About 95% need 15 reviews or fewer.

Consumers use multichannel shopping as a package and need to see consistency in both content and customer service. Aside from considering a product-review program or service, small businesses need to understand the value in having a multichannel presence. Consumers are online and businesses need to be where the buyers are—not necessarily where they make purchases, but where they focus their attention.

The debate should not boil down to a decision between a brick-and-mortal or virtual storefront, because companies need both. They also need to be consistent between each venue.

“A good retailer wants to be involved in as many conversations as possible," said David Fry, president of Fry, Inc.

The rewards may not be explicit, but ultimately significant. He asserts that the most successful retailers may only see 10 percent of their sales online, but 70 percent of the revenue was created by their web presence. This may be especially true in the automotive landscape since enthusiasts still enjoy having a tactile, hands-on shopping experience.

Manufacturers and retailers need to have a consistent message in all channels and they are best served by presenting their information clearly, quickly and among a broad range of venues. — SEMA Research & Information Center