Filler for eNews

LAWSUIT: While launching its investigation into the allegations of former employee Mauricia Grant in a $225 million sexual and racial discrimination lawsuit, NASCAR has suspended two NASCAR Nationwide Series officials. NASCAR Chairman Brian France stressed that it is an ongoing internal investigation.

WORLD WINNER: The Audi R10 outran its competition from Peugeot to win the 76th 24 Hours of Le Mans endurance classic. Lead driver Tom Kristensen won for the eighth time, while teaming with Allan McNish and Rinaldo Capello.

PURCHASED: DIRTcar Racing, owned by the World Racing Group, has acquired the Western Allstars Super Late Model Series.

BANQUET CIRCUIT: The IndyCar Series banquet will be held November 5 at The Pearl theater in Las Vegas. The banquet will take place on the second night of the 43rd annual SEMA Show.

POWER RANKINGS: Despite having the weekend off, IndyCar Series point-leader Scott Dixon remained at the top of the National Speed Sport News Power Rankings. The National Speed Sport News Power Rankings are published weekly in the 74-year-old motorsports publication

SUBSCRIBE: National Speed Sport News has been published weekly since 1934. To subscribe to National Speed Sport News, click on the following link for a special industry rate: www.nationalspeedsportnews.com/subscribe.html?pid=NQ%2BVfhkepT4%3D.

NEWS NUGGETS

WALLY PARKS IS SUBJECT OF NEW BOOK: NHRA Publications has released a new book, Wally Parks, Hot Rodding’s Hero, covering the life and times of NHRA’s founder from his hot-rod-fueled teenage years through the birth of the NHRA and its history. The book is the first of several new offerings from NHRA Publications scheduled for release this year. 
    Wally Parks, Hot Rodding’s Hero is now available exclusively from NHRA Publications at www.nhra.com/books with order fulfillment by Lulu.com. Priced at $15.95, the handsome 8.5x11-inch full-color book is an enhanced and expanded reprint of a special biography of Parks that was produced just after his death in September 2007 and distributed to NHRA members. The volume is filled with rare photos of Parks through the years, many of which were not included in the original 12-page newsprint version.
    From its glossy cover to its sentimental remembrances from some of drag racing’s biggest and brightest stars, the 44-page book offers a stirring tribute to the man who led drag racing to its current status as one of the world’s most exciting and respected motorsports.
    Additional book projects in the works for 2008 include pictorial histories of NHRA Pro classes and “photo greats” collections from the "National Dragster" archives featuring hair-raising NHRA quarter-mile mishaps. More are planned for 2009 that will continue to expand the library of offerings both in number and diversity.

DRIVERS EAGER TO GAIN VALUABLE COUNTDOWN-TO-TEN POINTS IN ENGLISHTOWN: The drivers of the NHRA POWERade Series are looking forward to racing at the historic Old Bridge Township Raceway Park in this week’s 39th annual Lucas Oil NHRA POWERade Series.  There are eight races left before the cutoff for the Countdown to the Championship’s Countdown to One. Any points that can be gained for those who are on the bubble will only help them secure their positions in the top 10.
    Defending winners are Larry Dixon (Top Fuel), Tommy Johnson Jr. (Funny Car), Greg Anderson (Pro Stock) and Craig Treble (Pro Stock Motorcycle). For more about this week’s Lucas Oil NHRA SuperNationals, visit www.nhra.com.

NHRA POWERADE SERIES AWARDS BANQUET FINDS NEW HOME: The Hilton Los Angeles/Universal City will be the site where 2008 NHRA POWERade Drag Racing Series world champions will be crowned. The 2008 NHRA POWERade Drag Racing Series Awards Ceremony will be held Monday, November 17, 2008. The voice of NHRA, veteran announcer Bob Frey, will serve as emcee during the evening.
    The Hilton Los Angeles/Universal City, at the entrance to Universal Studios Hollywood and CityWalk—dubbed the Entertainment Capital of L.A.—is situated high on a hill above the giant entertainment complex. The hotel is minutes from major studios, the Hollywood Bowl, Griffith Observatory, Los Angeles Zoo, beaches and other Los Angeles-area sites.

COMING ATTRACTIONS

LUCAS OIL NHRA SUPERNATIONALS, OLD BRIDGE TOWNSHIP RACEWAY PARK, JUNE 19–22: The drivers of the NHRA POWERade Series return to this historic track in New Jersey. Defending event winners include Larry Dixon (Top Fuel), Tommy Johnson Jr. (Funny Car), Greg Anderson (Pro Stock) and Craig Treble (Pro Stock Motorcycle).

SUMMIT RACING EQUIPMENT NHRA NATIONALS, SUMMIT RACING EQUIPMENT MOTORSPORTS PARK, JUNE 26–29: Heading back to Norwalk,Ohio, for the second annual event, drivers in all four categories have a chance to build up points needed before the end of the regular season. Defending event winners include Tony Schumacher (Top Fuel), Mike Ashley (Funny Car), Dave Connolly (Pro Stock) and Andrew Hines (Pro Stock Motorcycle).

MOPAR MILE-HIGH NHRA NATIONALS, BANDIMERE SPEEDWAY, JULY 11–13: The NHRA POWERade Drag Racing Series returns to the Mile-High City for the beginning of the Western Swing and 50th anniversary of Bandimere Speedway. Defending event winners include Rod Fuller (Top Fuel), Jack Beckman (Funny Car), Allen Johnson (Pro Stock) and Matt Smith (Pro Stock Motorcycle).

HE SAID, SHE SAID

“FOR HIS BOYS”: Old Bridge Township Raceway Park will always hold a special place in the heart of Snaponfranchise.com dragster driver Doug Herbert. Ironically, it is not the dragstrip that Herbert will think about this weekend. Earlier in the year, he lost his two sons Jon (17) and James (12) in a tragic automobile accident. 
    “Every time we came to Old Bridge, James wanted to go to the motocross track. He competed in motocross and always wanted to go watch those guys. I’ll probably go over to the motocross track this weekend. My daughter Jessie (10) still competes in motocross, so I will take some time and just think about all the good times we had. It will also give me a little time away to get focused on what we need to do to win this race in honor of her brothers.”

INSIDE THE NUMBERS

6/300: Six is the number of consecutive finals rounds Larry Dixon has been in at Raceway Park since 2002. This is an NHRA Top Fuel record at a single event. Dixon will achieve 300 races with his appearance at this week’s Lucas Oil NHRA SuperNational at Raceway Park.

DID YOU KNOW…

…that the first NHRA national event held at Raceway Park was in 1968, when the NHRA held the Springnationals, at the historic track. The NHRA national event tour returned in 1971 with the Summernationals and the track has been on the NHRA POWERade Series tour ever since.

For more information, visit www.nhra.com.

Classic Instruments hired Bill Mullins as national sales manager. Mullins, along with his wife Judy, built the well-known Mullins Steering Gear Company into a respected manufacturer of top-quality street rod products. The company was sold to Borgeson Universal in 2001, and since then Mullins has served as sales manager for RB’s Obsolete Automotive. “We are sure Bill’s extensive technical, manufacturing and retailing experience can help Classic Instruments reach the next level in dealer and customer relations,” says John McLeod, president of Classic Instruments.

Bill Mullins

The Marx Group hired Leslie Maxwell to its staff as client manager and public relations manager for existing and new clients. Maxwell is located in a satellite office in Nashville, Tennessee. Maxwell will work closely with The Marx Group team to develop strategic marketing plans, concepts and public relations programs. Maxwell has worked with K&N, Mr. Gasket Company, MAHLE Motorsport, AMP Research, Rancho, Cherry Bomb and others. As a seasoned professional she has assisted in the launch of new companies, divisions and products; all with a wide range of marketing budgets and goals.

Leslie Maxwell  

XM Radio and its XM NavTraffic service will be available as a factory-installed feature on all 2009 Porsche 911 models, marking first time that XM is available in a Porsche sports car. XM radio has been available as a factory-installed feature for Cayenne models since 2005. 

The Pit Bull Tire Company is the official tire sponsor of the Gene Woods CORR Pro-2 Déjà Vu Racing team. The company supplied #20 with 33x1350-17 Rocker Extreme Off-Road tires.

Mercedes-Benz USA (MBUSA) appointed Adam Paige to manager of brand public relations, effective immediately. Paige is responsible for all communications strategies and activities in support of brand public relations across the Mercedes-Benz portfolio of initiatives. He brings more than a decade of brand and corporate communications experience to MBUSA. Most recently, he served as a vice president at Cohn & Wolfe, a midsize public relations agency based in Manhattan.

The National Automobile Museum added an informative and entertaining digital audio tour, included with the price of admission, to The Harrah Collection, 10 S. Lake St. in downtown Reno. Visitors can explore history through the timeline of the automobile and learn about news events and cultural trends. The audio tour is available in both English and Spanish and was created and produced with a $91,250 grant from the E.L. Wiegand Foundation. The sophisticated system features lightweight, high-quality digital audio units equipped with headphones and lanyards.

In 1983, Transfer Flow Inc. opened the doors to its 3,000-square-foot facility with five employees. The company is now celebrating its 25th anniversary in 2008, and it has grown to 90 employees—35 of which have 10 years of seniority or more—and includes two facilities with a total of nearly 70,000 square feet.

Eibach Springs hired Nick Winters as marketing coordinator. Winters has been in the automotive industry for nearly 10 years. He will utilize his background in the automotive aftermarket to help push the Eibach brand to new heights.

Automotive Essentials Inc. (AEI) announced that Jonathan Titman has joined the company as vice president of sales and marketing. Prior to joining Automotive Essentials, Titman was the national sales manager for E&G Classics for more than 20 years and started with the company as its local account representative in 1982.
    In his position as national sales manager, Titman managed relationships with many of the largest companies in the automotive aftermarket industry, significantly expanded E&G’s domestic and international distribution base and continued to direct its local sales force. He also dealt directly with automotive manufacturers and worked closely with OEM local zones in designing and implementing specialty vehicle promotions. 

Click the logo to visit SPC's website.

Nominations for SPC Select Committee Due Friday, June 20

Last month, the SEMA Board of Directors voted to approve a name change for the Sport Compact Council (SCC). The renamed Street Performance Council (SPC) is looking for new select committee members to form the direction of the council. The SPC membership roster is made up of manufacturers, WDs, jobbers and media, all catering to the largest group within SEMA. This council is poised to become the largest most active council, and broad-thinking enthusiastic individuals looking to give back to their industry are going to make that a reality.

Being on the SPC Select Committee involves one conference call a month and one face-to-face long-range planning meetings (typically in January.) It also includes actively participating in the formation of new and innovative educational programs, such as SPC’s Internet Symposium—an event geared at helping member companies adapt to the selling landscape. Nominations are due Friday, June 20. Act fast! E-mail Paul Moritz at paulm@sema.org or call 909/396-0289, ext. 112.

New Council Name

The SEMA Board of Directors has approved Street Performance Council (SPC) as the replacement for the Sport-Compact Council (SCC) name. The council’s current Select Committee recommended the change to better serve its members in the extremely diverse street-performance industry. The council is committed to maintaining its mission statement and current objectives—to provide market information, education and support members concerning new and emerging trends. This council name represents a broader market and provides new growth and educational opportunities for the diverse council membership.

SPC Chairman Eric Breslow remarks, “As SEMA itself has expanded to include different facets of the automotive aftermarket, the street-performance parts manufacturers and distributors didn’t have an exclusive council representing their interests. Some gravitated to the Sport-Compact Council, but with our new name, member benefits and initiatives, we welcome those diverse companies with open arms.”

A Message From SPC Chairman Eric Breslow

Dear SPC Member:

In today's volatile economy, member companies must exploit every opportunity to get product messages in front of the end consumer and drive that all-important purchase dollar to their coffers. All levels of commerce have unprecedented access to product knowledge via the Internet. Take advantage of another exclusive SEMA-member benefit and attend the 2008 Internet Symposium, July 25, 2008, in Irvine, California.

Your SPC Select Committee has been busy developing this year's Internet Symposium. Thanks to attendee suggestions from last year, the day's events have been split into two separate tracks. One for people who are seeking a broad "50,000-ft." view of understanding how the Internet impacts an individual business, and a more focused track for in-depth Internet solutions.

It is the mission of SPC to make sure that our valued members have the first opportunity to sign up. Last year we sold out in just one week. For the schedule and online registration, click here.

See you in July.

Best regards,
Eric Breslow, SPC Chairman

SPC Column in SEMA Member News

Emcee Dave McClelland hosts proceedings at the 2007 SEMA Installation Banquet & Gala Fundraiser.

The annual SEMA Installation Banquet & Gala Fundraiser on Friday, July 25, serves to not only thank the association's outgoing Board members and welcome those newly elected, but also to announce the newest inductees into the SEMA Hall of Fame. This year's inductees are Raymond Bleiweis, Ben Nighthorse Campbell, Corky Coker and Bob Cook—an elite group of industry innovators and pioneers who have played a key role in the automotive specialty-equipment market.

This year's event is further underscored by a program of charitable fundraising activities that includes the Pinewood Drag Race and a silent auction.

Proceeds from all fundraising benefits SEMA's two chosen charities, Childhelp and Victory Junction Gang Camp. Childhelp aids victims of child abuse and originally began receiving support from wheel manufacturers in 1994; it now garners significant contributions from a wide range of industry businesses.

Victory Junction Gang Camp, founded in 2004 by Kyle and Pattie Petty in honor of their son Adam, has received support from the Light-Truck Accessory Alliance and others in the industry. Victory Junction uses camping experiences in its racing-themed facilities to enrich the lives of children who suffer from chronic medical conditions or illnesses.

Pinewood Drag Race
Prior to the Hall of Fame recognition and fundraising activities, the checkered flag will drop on the inaugural Pinewood Drag Race Sponsored by Fellers and DUB Publishing. More than 30 racers are tuning up their pinewood dragsters and filling out the brackets in the event's three classes: Stock, Modified and Unlimited. Here are some of your industry peers seeking bragging rights:

STOCK
Cameron Evans, Red Line Synthetic Oil Corp.
Dennis Overholser, HRIA /Las Vegas Rod & Custom
Dennis Overholser, HRIA/Vintage Air
Alise Miner, SEMA Business Technology Committee
Sam Mandlin, EGGE Machine Company
Matt Agosta, Steele Rubber Products
Eric Hoffend, Freeman
Ronald DiVincenzo, Cap World
Tony Thacker, NHRA Museum
Bob Johnston, Auto Etc. Neon
Peter MacGillivray, SEMA
Alise Miner, SEMA, Alice and the Postettes
Donnie Eatherly, P&E Distributors Inc.
Tom Brooks, Truckin’ Thunder

MODIFIED
Alex Tainsh, TrimParts Inc.
Franco Ganino, Alliant Insurance Services
David Toyota, New Zealand Australian Companies Inc.
Chris Kersting, SEMA
Robert Rice, Cotton Fever
Dan Peterson, Gotta Show Products
Dave Williams, Rampage Products
Joel Ayres, Truck Accessories Group
Bob Price, Prairie Wolf Partners
Joey Granatelli, Granatelli Motor Sports
Brian Breslin, Bowdoin Marketing
John McLeod, Classic Instruments Inc.

UNLIMITED
Eric Hoffend, Freeman
Andy Wadhera, CalTrend Automotive Products
Scott O’Toole, Motor State Distributing
Jerry McNair, CMTC
Jim Cozzie, Zoom Performance Products
Mitch Williams, Pilot Automotive
Mike Spagnola, Street Scene Equipment

Those interested in building a Pinewood Drag Race car with the children from Childhelp can join SEMA for a special trip to The Village of Childhelp West in Beaumont, California, where participants can help the kids sand, paint and assemble cars that will run in the Pinewood Drag Race. Contact Race Director Mike Spagnola at mike@streetsceneeq.com for details.

For further information about the race and its rules, click here.

Tickets
Tickets and details for the SEMA Installation Banquet & Gala Fundraiser, including a schedule of activities and auction donation forms, are available at www.sema.org/gala or by contacting Lisa Moreno at lisam@sema.org or 909/396-0289, ext. 105.

Charity Auction
Finally, SEMA will host a live and silent auction during the banquet, with auction items ranging from sports memorabilia to a 2006 Victory motorcycle owned and donated by Kyle Petty. To donate an item, contact Tricia Ward at triciaw@sema.org. Some of the items include:

Kyle Petty's 2006 Victory Jackpot motorcycle. Donated by Kyle Petty Charity Ride.

Brett Favre-autographed Wilson football. Donated by Rick Rollins.

Peyton Manning-autographed Wilson football. Donated by Motorola.

Lawrence Taylor-autographed Wilson football. Donated by Motorola.

Trick Your Truck Package, including accessories from Mickey Thompson, Superlift Suspension Systems, Rampage Products, Bushwacker and more

Greer Black Dragster replica, 1:6 scale and over 28 inches long. Donated by GMP Die Cast.

2x8 advertising space for one year on the guardwall of Virginia Motorsports Park's dragstrip, home of the Torco Racing Fuels NHRA Nationals. Donated by Virginia Motorsports Park.

HPI Racing Wheely King 4x4 R/C monster truck, featuring 4WD drivetrain, long-travel suspension and a high-torque 540 motor (click here for more details). Also offered in the auction are the E10 R/C drift car and Subaru Impreza precision diecast. Donated by HPI Racing.

• (2) Half-hour golf lessons with pro Scott Miller at North Ranch Country Club, Westlake Village, California. Donated by Scott Miller/PGA.

• (2) daily tickets to any two days of the 2008 Chevron World Challenge Event (December 18–21, 2008) at Sherwood Country Club. For more details, click here. Donated by Joe Reda, Tiger Woods Foundation.

• Thermal Flex high-performance silicone hose (winning bidder contacts Thermal Flex for desired sizes and colors). Donated by Thermal Flex.

• GT Toolboxes Model 111 Toolbox Hutch, size 26 x 66 x 33 with 58,375 cu in volume. Donated by GT Toolboxes. 

• (4) Safe-T-Boost, The Intelligent Booster Cable System, units. Donated by Autoeffex.com.

• Certificate for a World Class Driving Experience for a driver and passenger (restrictions apply). List of likely cars includes Audi R8, Ferrari F430 and Mercedes SLR McLaren. Donated by Source Interlink Media.

• (6) Clean Breeze Truck Screens. Donated by Clean Breeze Truck Screens.

• Floorshift Tilt column (2-inch diameter, 32-inch length), polished stainless steel universal joints, Water Fall steering wheel, Water Feel steering wheel adapter, 18-inch stainless steel shaft. Donated by Flaming River Industries.
  

• SPEEDcat Express—allows manufacturers to create and present e-commerce-compliant data to consumers directly through Digital Performance's Shopping Guide Network. Donated by Digital Performance.

Every year, the SEMA Show fills the Las Vegas Convention Center with exhibitors eager to display their product. Some are seasoned pros, some are first-time exhibitors. But all bring the same hope with them to the SEMA Show: To gain the valuable exposure needed to grow, or in some cases to establish, their business, and make their product and name known to the specialty-equipment industry.

SEMA eNews had a one-on-one with two SEMA Show exhibitors willing to share their insights on how they make their investment a success. Bryndon O’Hara, general manager of bedliner manufacturer DualLiner, is a 13-year veteran of the event who witnessed his company's most successful Show last year. Lane Smith, owner of Tennessee-based trailer hitch manufacturer Tilt-A-Hitch, was a first-time exhibitor in 2007 and found the experience priceless. O’Hara and Smith will both be at the Show this November.

Bryndon O'Hara displays DualLiner's product.

Lane Smith (middle) with SEMA President Chris Kersting and SEMA Chairman Jim Cozzie at the 2007 SEMA Show.

SEMA eNews: What is your main incentive for exhibiting at the SEMA Show?
Bryndon O’Hara: SEMA Show is where the automotive elite meet. If there is only one show you are attending in a year, SEMA has to be the one.
Lane Smith: I had never been to the SEMA Show [before last year], but understood the significance of taking a good product there, especially with a completely new invention like the Tilt-A-Hitch. It simply is a hitch that converts any ball-mount trailer into a tilting trailer. It had never been done before. Now the problem of being first: I must build a market. I have a product without any competition, but the simple fact is that no one knows to look for one until they hear of it or see it. I knew that I could gain more quality exposure in these few days at SEMA than working for years using other marketing methods.

SEMA: How successful has the Show(s) been for you?  
O’Hara: Each one is stronger than the one before. 2008 should be the best ever!
Smith: It was better than I could have ever imagined. I showed up at the convention center Sunday afternoon lugging over 100 pounds of bags, not knowing anybody, and I will never forget the feeling as I got my bags from the cab and got my first live look at SEMA. I was in shock, and wondering what to do next. Thanks to help from some of the finest people I have ever met, it all came together like a charm.
    Fast forward to my trip back to the airport. I was thrilled by the opportunities I had encountered on my trip. I couldn't believe how wonderful the week had been and was eager to get to work. Yeah, I'd say I felt it was a pretty successful trip.

SEMA: How do you gauge your success from the Show?
O’Hara: Leads and connections made.
Smith: I was in a pretty unique situation. I had a newly patented, tested and proven product [that] I felt just needed exposure, but how exciting can a 30-pound chunk of steel be? I had already shipped the Tilt-A-Hitch coast-to-coast with just my website exposure, but I knew I needed more. And quickly.
    Now add another twist: I had signed a manufacturing agreement with a major company the Friday before SEMA began, and was unable to take orders at SEMA due to our production changeover. My success was truly not from orders written at the Show, but the overwhelmingly positive response of the crowd to my little hitch, with me having to explain why I couldn’t ship immediately to so many promising contacts.

SEMA: Do you know immediately whether or not the Show has been successful for your company? Or does it take some time to see the return on your leads and contacts?
O’Hara: A little of both. Number of leads is an immediate window, but only time tells if the leads pan out.
Smith: I knew right away on the first day that I had made a wise decision coming to SEMA. This was compounded the following morning when I got a visit telling me to be at an awards ceremony, something about a Global Media Award. I didn’t know what that was, but I learned it was something very special. I had arrived in town knowing not a soul, but that was changing rapidly. Again, the fine folks at SEMA made the big events user-friendly, and I came out of the awards ceremony having kindled friendships I hope to have forever.

SEMA: What was your game plan(s) for the past SEMA Show(s)? 
O’Hara: Show up in force, and make a big splash.
Smith: Ready…Fire…Aim.

SEMA: Is your game plan the same as the year(s) before? Or do you approach each Show differently?
O’Hara: Each year we get stronger. Our game plan has always been to be bigger and stronger and to let it show.
Smith: No, I am actually working now to improve my own performance, which is substantially more time than last year's two-week prep time. Yep, I really decided to go two weeks before it started, so any success I experienced I can’t take credit for. That wonderful success came in spite of me, rather than as a result of my efforts. I wish I could take credit for it, but the truth is SEMA did it for me.

SEMA: How well in advance do you prepare for the Show?
O’Hara: We start planning months in advance, but like most companies, crunch time is the last few weeks before the Show.
Smith: I have just begun laying out my work and how I want to improve this year.

SEMA: How much manpower do you invest in preparing and exhibiting at the Show?
O’Hara: Preparing varies depending on what we are doing with a Show truck. For exhibiting, we average eight people for nine long days.
Smith: Not a lot, and truthfully I have learned that wise planning is the key. I have wasted more money on regional shows than it would have cost to do SEMA, and there is no comparison dollar-for-dollar. SEMA wins that race by a mile.

SEMA: What percentage of your marketing/advertising budget do you spend on the Show?
O’Hara: That varies depending on too many factors to clearly define.
Smith: Last year, probably 70%, because I had done so little before SEMA.

SEMA: What is the most valuable thing you have learned from doing the Show?
O’Hara: Nothing is as easy as you hope. No matter how prepared you are, be ready to adapt to the changing landscape.
Smith: As a person in average small-town America, sometimes it's hard for me to visualize the vastness of potential markets, and how I can be a part of the bigger picture in business. This is common among small-business people and impedes us in many ways.
    I saw that SEMA is a perfect example of an average American that had a dream, and it came true. Behind each of the thousands of fancy displays was someone who was just like you and me: An individual that had an idea, and who had the wisdom to pursue it. You can’t underestimate that kind of value. It’s just too great.

SEMA: What mistakes have you learned not to repeat?
O’Hara: The correct image and impression makes a huge difference.
Smith: Make sure my booth help is well-prepared, rested and on time.

SEMA: What is one of the more effective strategies or techniques you have applied at the Show? 
O’Hara: We switched from an in-line booth to a peninsula to an island. The island definitely has the most impact.
Smith: I had none. I was so unprepared. It was simply Ready…Fire…Aim.

SEMA: What is the key to your success at the SEMA Show?
O’Hara: Being there in force with a strong image.
Smith: I am so lucky to have such an innovative product, but it's just not very exciting, so perhaps that just averages out. I recognized quickly that if I had the skill to learn the SEMA system, there was always someone there to help this beginner find his way. From Kate and Michelle and many others too numerous to name helping me find my way around registration and beyond, to Linda Spencer making me feel at home at the awards ceremony.
    One wonderful lady (I failed to get her name) even tried to stand in the new products line for me so I could sit for a few minutes. The key to my successful first visit was not me, but SEMA itself. The same big organization that I had felt was too big and expensive for someone like me to try turned out to be the very key to bringing my little Tilt-A-Hitch to the most people in the shortest time. This is super marketing on a worldwide scale.

SEMA: How do you make the most out of your time at the Show? Specifically, how do you separate those who are “just looking” from those who are willing to forge profitable business relationships with you?
O’Hara: We try to take every attendee seriously. The toughest part is that there are often people who give you a big story at the Show. Realistically, the stories don’t help either side. We try to define their basic needs and interest level while at the Show and classify them for follow-up.
Smith: There is no difference in “marketing” or “qualifying” a prospect at SEMA than at any other venue. Go to any flea market on Saturday morning and you will see some of the finest assessment and negotiating techniques ever, sometimes over knives, dogs or anything else of interest. The skill level rivals that of any corporate negotiator, just the dollars are different.

SEMA: What are your goals and expectations for this year’s Show?
O’Hara: Stronger leads leading to more growth.
Smith: Due to our manufacturing agreement before SEMA 2007 with Buyers Products Co. (Mentor, Ohio), we have a strong position now and are able to move into worldwide markets as quickly as needed. We are now shipping coast-to-coast in the United States and Canada, and have world-class, top-quality manufacturing, shipping and service.

SEMA: What advice would you offer companies who will be exhibiting for the first time this year?
O’Hara: Don’t hold back. If you aren’t there to play hard and win, then don’t spend the time and effort.
Smith: I know it’s a worry. You can’t decide if it’s the right thing for you to do. It's money you can’t afford to waste. First, do a careful review of your product because no amount of exposure will fix a bad idea. If your product truly is marketable, you will never find a more absolute, sudden and opportunity-laden [event] than the SEMA Show. More bang for the buck than all the others. You just might be the next big one.
    Tilt-A-Hitch won a Global Media Award, and if it can happen to a total stranger like me who isn’t part of a big company, it can happen to anybody. Just one final note: Like I said earlier, I didn't know anyone. My booth number was 50721 and I was in overflow tent number three, looking at the back wall, scared to death. [Yet] that decision to go to SEMA was one of the finest business decisions that I have ever made.

For information on the upcoming SEMA Show, visit www.SEMAShow.com.

SEMA Show exhibitors: Get some extra company exposure at the 2008 SEMA Show by offering your products to builders through the SEMA Products for Project-Vehicle Builders list. Included each week in SEMA eNews, the list is accessed by hundreds of builders seeking the pieces that add extra flair to their project vehicles. Product placement opportunities such as this are so beneficial that many exhibitors offer products for free or at a greatly reduced rate.

Exhibitors: To place your product in the list, submit the form included with the SEMA Show Exhibitor Prospectus. Or, send your company name, a brief product description, your SEMA Show booth number and contact information to eNews@sema.org and put “Product List” in the e-mail subject line. Remember, builders will contact you directly, so make sure your contact information is accurate. New submissions will be included every week. Each submission appears in eNews once and then is moved to the SEMA.org website. Check out the all the products offered by clicking here.

Here are this week's offerings from exhibitors:

Engine/Underhood Components

ODYSSEY Batteries by EnerSys: ODYSSEY batteries (sealed, drycell batteries). Contact: Dana Kowalski, dana.kowalski@enersys.com. Website: www.odysseybattery.com. 

Exterior Components/Accessories

A.R.E.: Fiberglass truck caps and tonneau covers for most popular pickups. Website: www.4are.com. Contact: Casey Clapper, casey@mcculloughpr.com.

Big Country Truck Accessories: Step bars, grille guards, bedrails, exhaust tips and other truck and SUV accessories. Contact BJ Leanse: bleanse@iddeaweb.com, 972/998-4734. Website: www.bigcountryauto.com.

Bushwacker: Six styles of fender flares; BedRail and TailGate Caps; TrailArmor body cladding for the Jeep Wrangler TJ; new hood scoops for the Jeep Wrangler JK. Contact: Sherri Ward, sherri@bushwacker.com, 503/265-2601. Website: www.bushwacker.com.

CRAZYFISH GRAPHICS: Custom vehicle wraps, graphic packages, striping and badging kits. Contact: Joe Naponiello, signoption@aol.com, 773/254-3500. Website: www.crazyfishgraphics.com.

ProRac Systems: Recreational rack products and Hauler Racks work rack products. Contact: John P. Snodgrass: jsnodgrass@prorac.com,  800/217-7133, ext. 144. Website: www.prorac.com.

Road Magnet Performance Springs: Precision suspension springs, up to .75" wire, for many of the popular models of cars and trucks and make custom springs too. Contact: Mark Habicht, mark@roadmagnet.com,
410/686-9100.

SNUGTOP: Fiberglass truck caps and tonneau covers for a variety of truck models. Contact: Tommy Engdahl, tengdahl@snugtop.com, 562/432-5454.

STK LLC: LINE-A-BED skid-resistant, drop-in bedliners; PRO RACK and PRO GUARD truck racks. Contact: Kent Buckingham, kent@stkllc.com, 724/430-2477. Website: www.stkusa.com.

Interior Components/Accessories

ISIS by Littelfuse: ISIS is a revolutionary power distribution/management system. Installs 50% faster and uses 50% less wire than traditional wiring harnesses. Contact: Jay Harris, jharris@littelfuse.com. Website: www.isispower.com.

Suspension/Brake Components

Firestone Industrial Products: Suspension products/air helper spring kits—including Ride-Rite, Sport-Rite, Coil-Rite, Level-Rite and Red Label high-pressure air springs. Contact: Casey Clapper,  casey@mcculloughpr.com. Website: www.ride-rite.com.

Wheels & Tires

Cooper Tires and Rubber Company: Full range of tires, including Performance Tires, Ultra High Performance Tires (up to 20 inches and some 22 inch) up to W and Y ratings; Sport Truck Tires (Up to 24 inches) H and V ratings; full line of cosmetic performance; full line of light-truck tires (off-road and highway) up to 24 inches. Contact: Doug Andrus, dgandrus@coopertire.com, 419/424-4231.

Hankook Tires: Manufacturer of high-performance passenger, competition, light-, medium- and heavy-truck tires. Contact: Keven McDonald: marketing@hankooktireusa.com.

Filler for eNews

Dates and locations for several upcoming SEMA-sponsored shows and activities have been announced. Details are:

>> SEMA Webinar: Best Practices & the Future of Email as a Marketing Tool, June 19, 10:00 a.m. (PST)
>> SEMA Webinar: Stay Current with Specialty Aftermarket Industry Data, June 26, 10:00 a.m. (PST)
>> PAACE Automechanika Mexico, July, 9–11, 2008, Mexico City
>> 2008 Aftermarket eForum, July 14–16, 2008, Hyatt Regency O'Hare, Chicago
>> SEMA Internet Symposium, July 25, Irvine, California
>> SEMA Installation Banquet & Gala Fundraiser, Friday, July 25, Irvine, California
>> SEMA Show 2008, November 4–7, 2008, Las Vegas

For association-related travel, contact Manya Petropaki (manya.p@travelstoreusa.com) at Travel Store USA, 949/930-9268.

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