By Ashley Reyes

SEMA360 will feature more than 30 professional development seminars and conversations with industry leaders.

Consumers are surfing the Internet more than ever before. Manufacturers, distributers and resellers (both brick-and-mortar as well as eCommerce) must stay up-to-date on the fast-changing world of digital marketing in order to reach new and existing customers.

During SEMA360, industry experts and leaders will share proven tips and best practices to take the headache out of digital marketing.

Taking place 100% online, November 2–6, SEMA360 is the new trade-only event for the automotive specialty-equipment industry that is focused on new products, feature vehicles, education and manufacturer/buyer connections. Throughout the five days, the program will include more than 30 education seminars all available at no additional cost to those who are already signed up for SEMA360.

Below are eight must-attend sessions that will help businesses improve SEO, reach more customers and increase sales. All sessions and registration for SEMA360 can be found at www.sema360.com.  

Seminars for Online Marketing and Business Management include:

Monday, November 2

10:00 a.m.-10:30 a.m. – 4 Tips to Double Your Company’s Annual Sales  
Speaker: Richard Barsamian, Advanced Clutch Technology Inc.

2:00 p.m.-2:30 p.m. – Sell Smarter: Maximize Online Profits – Powered by SDC
Moderator/Speakers: Gigi Ho, Sophia Cardona, Joe Sepeda, SEMA Data Co-op

5:00 p.m.-5:45 p.m. – SEMA Launch Pad – Entrepreneur Business Competition
Host: Aaron Kaufman, Arclight Fabrication Co.                 

Tuesday, November 3

12:00 p.m.–12:30 p.m. – Digital Marketing in 2021: What the Winners Are Doing
Speaker: Jim McKinley, (un)Common Logic

2:00 p.m.-2:30 p.m. – Turning Great Ideas Into Strategies to Produce Real Results
Speaker: Mike Brown, The Brainzooming Group

Wednesday, November 4

12:00 p.m.-12:30 p.m. – The Customer Journey: From Digital Onlooker to Repeat Buyer
Speakers: Katie Mares, Brand Experience Expert and Corey Perlman, ImpactSocialMedia.com

Thursday, November 5

10:00 a.m.-10:30 a.m. – How to Protect Your Brand’s Online Reputation  
Speaker: Corey Perlman, ImpactSocialMedia.com

2:00 p.m.-2:30 p.m. – Earning HER Business—Powered by SBN   
Speaker: Katie Mares, Brand Experience Expert

View the full SEMA360 Education Seminar schedule.

By Ashley Reyes

Michael Rose

Staying competitive in the business world requires companies and leaders to be adaptable. This is more true today than ever before.

In the latest member insight from the SEMA Emerging Trends and Technology Network (ETTN), Michael Rose of ATEQ TPMS Tools LLC shares the technology software that can help companies that have transitioned to working remotely. As his company pivoted from in-person meetings and working in an office, employees have been able to successfully engage with one another and improve teamwork.

SEMA: How has your company pivoted during the pandemic?    

Michael Rose: We went from being an all-in office, to having employees working remote. Due to the high energy of our team, that transition was flawless. We hit the ground running day one and have actually increased our productivity in doing so.

SEMA: What technology tools, new or old, have you leaned on recently?    

MR: Using online software like TEAMS, GoToMeeting and Google Drive have allowed us to be even more connected than when we were in the office. We have even included others from our offices globally into these platforms, allowing for a much more overall engaged team.

SEMA: What new trends have you noticed with sales and marketing?    

MR: The lack of real face-to-face meetings have been replaced with Zoom, Skype, GoToMeeting, TEAMS, etc. That, along with trade shows, training and all other in-person activities have gone virtual. The need for video (YouTube) and solid web-based meeting software has proven a must in this new environment.

SEMA: What, if any, changes in business do you feel will outlive the pandemic?    

MR: Remote working and online interaction will continue well after this pandemic. There has been too much time and money spent in making this transition to completely go back.

Fill out this form for a chance to be featured in the next ETTN member insight. By sharing your experiences, you can inspire and motivate other members to learn new tips and ideas. You will also have the opportunity to be featured on ETTN’s social media and in SEMA eNews.

By Ashley Reyes

Michael Rose

Staying competitive in the business world requires companies and leaders to be adaptable. This is more true today than ever before.

In the latest member insight from the SEMA Emerging Trends and Technology Network (ETTN), Michael Rose of ATEQ TPMS Tools LLC shares the technology software that can help companies that have transitioned to working remotely. As his company pivoted from in-person meetings and working in an office, employees have been able to successfully engage with one another and improve teamwork.

SEMA: How has your company pivoted during the pandemic?    

Michael Rose: We went from being an all-in office, to having employees working remote. Due to the high energy of our team, that transition was flawless. We hit the ground running day one and have actually increased our productivity in doing so.

SEMA: What technology tools, new or old, have you leaned on recently?    

MR: Using online software like TEAMS, GoToMeeting and Google Drive have allowed us to be even more connected than when we were in the office. We have even included others from our offices globally into these platforms, allowing for a much more overall engaged team.

SEMA: What new trends have you noticed with sales and marketing?    

MR: The lack of real face-to-face meetings have been replaced with Zoom, Skype, GoToMeeting, TEAMS, etc. That, along with trade shows, training and all other in-person activities have gone virtual. The need for video (YouTube) and solid web-based meeting software has proven a must in this new environment.

SEMA: What, if any, changes in business do you feel will outlive the pandemic?    

MR: Remote working and online interaction will continue well after this pandemic. There has been too much time and money spent in making this transition to completely go back.

Fill out this form for a chance to be featured in the next ETTN member insight. By sharing your experiences, you can inspire and motivate other members to learn new tips and ideas. You will also have the opportunity to be featured on ETTN’s social media and in SEMA eNews.

SEMA News—October 2020

EVENTS

By SEMA New Editors

2020 SEMA Memorial Scholarship and Loan Forgiveness Award Winners Announced

The 2019 SEMA Memorial Scholarship Fund winners at the 2019 SEMA Show in Las Vegas.

The SEMA Memorial Scholarship Fund awarded $307,000 to 106 individuals this year. The financial awards include scholarships for current students and loan-forgiveness awards to employees of SEMA-member companies.

“We’re excited to award this passionate group of individuals with our support as they embark on finding new ways to advance the future of the specialty-equipment aftermarket,” said SEMA Board of Director Chairman Tim Martin. “This year’s winners represent the diversity and young talent that our industry thrives on, and we look forward to how their contributions will drive us forward for years to come.”

More than $3 million has been awarded to more than 1,600 deserving students since the program’s establishment in 1984. The SEMA Memorial Scholarship Fund and the SEMA Loan Forgiveness Program are dedicated to fostering the next generation of automotive aftermarket industry leaders and innovators by helping them get off to a successful start in their education and automotive aftermarket careers.

Online applications for next year’s awards will be accepted November 1, 2020, through March 1, 2021, at www.sema.org/scholarships.

For additional information, contact Youth Engagement Programs Manager Katie Hurst at 909-978-6693 or katieh@sema.org.

2019 SEMA Loan Forgiveness Award Winners

2020 SEMA Scholarship Award Winners

SEMA News—October 2020

EVENTS

By SEMA New Editors

2020 SEMA Memorial Scholarship and Loan Forgiveness Award Winners Announced

The 2019 SEMA Memorial Scholarship Fund winners at the 2019 SEMA Show in Las Vegas.

The SEMA Memorial Scholarship Fund awarded $307,000 to 106 individuals this year. The financial awards include scholarships for current students and loan-forgiveness awards to employees of SEMA-member companies.

“We’re excited to award this passionate group of individuals with our support as they embark on finding new ways to advance the future of the specialty-equipment aftermarket,” said SEMA Board of Director Chairman Tim Martin. “This year’s winners represent the diversity and young talent that our industry thrives on, and we look forward to how their contributions will drive us forward for years to come.”

More than $3 million has been awarded to more than 1,600 deserving students since the program’s establishment in 1984. The SEMA Memorial Scholarship Fund and the SEMA Loan Forgiveness Program are dedicated to fostering the next generation of automotive aftermarket industry leaders and innovators by helping them get off to a successful start in their education and automotive aftermarket careers.

Online applications for next year’s awards will be accepted November 1, 2020, through March 1, 2021, at www.sema.org/scholarships.

For additional information, contact Youth Engagement Programs Manager Katie Hurst at 909-978-6693 or katieh@sema.org.

2019 SEMA Loan Forgiveness Award Winners

2020 SEMA Scholarship Award Winners

By Ashley Reyes

Customs & Hot Rods of Andice (CHRA) has been named as this week’s SEMA Hot Rod Industry Alliance (HRIA) council spotlight member. In HRIA’s Q&A with Shop Foreman Michael Kaiser, Kaiser tells the story of his collaboration with company owner Harold Chapman, how their crew of craftsmen came to be, the ’33 Ford Roadster build that launched their breakthrough moment, and the ’40 Ford truck that was, and still remains a special build for their shop.  

SEMA: Tell us the story of your shop. How did you start?

Michael Kaiser: Harold Chapman, the shop owner, had started a small hot-rod shop with two guys for his personal cars because he kept getting taken advantage of by several shops. In 2008, Harold contacted me while working at Pinkees Rod Shop. He had seen my work and wanted to add me to the small shop. Upon coming to CHRA in its infancy, I was able to share my vision with Harold for the shop, and he had a similar vision of making it a world-renowned top-shelf custom shop. The deal was if I could run it, he would allow it and facilitate its growth. I hired and let go of several people to find the great crew of craftsman we currently have on tap. Now we have 16 full-time guys, two contractors and an incredible facility.

SEMA: What was your breakthrough moment?   

MK: Our breakthrough moment was our small new crew building a ‘33 Ford Roadster for Harold that went on to win Best Hot Rod in Detroit, America’s Most Beautiful Street Rod and several other large awards that helped us get our foot in the door. In 2016, our crew built Billy Thomas a Riddler Award-winning ‘39 Oldsmobile that went on to win Street Rod of the Year and the Legends Cup, as well as several other top honor awards. We were off to the races.

CHRA is building a host of racecars and high-end cars, including a ’51 Merc, ’41 Willys coupe, ’57 Oldsmobile, ’88 convertible, ’70 Ford F-100 bumpside, ’34 Ford Vicky, ’69 Chevelle, ’57 Cad Beritz, ’55 Buick convertible, ’62 Nova and ’65 Mustang convertible.

SEMA: Tell us about your business now in 2020.

MK: We are building a host of crazy racecars and high-end cars. Some examples are a ’51 Merc tube chassis car with a twin-turbo 540 all-billet for Drag Week, a ’41 Willys coupe—all-wheel drive , active ABS, rear steer, twin-turbo ecoboost V6, chopped sectioned, and scratch-built fenders, along with a ’57 Oldsmobile, ’88 convertible, ’70 Ford F-100 bumpside, ’34 Ford Vicky, ’69 Chevelle, ’57 Cad Beritz, ’55 Buick convertible, ’62 Nova, ’65 Mustang convertible and several more.

SEMA: Tell us about the ’40 Ford Truck.

MK: This was and is a very special build for us. Greg Weld was fighting cancer when we first met him. Greg approached me about doing this truck and it was truly a friendship that blossomed. Greg was a car builder himself, a racer and a very knowledgeable guy. I was also fighting cancer, so we bonded both personally and professionally. Greg became a personal mentor for me and we finished the job in a year and a half. Greg was so knowledgeable. He never took the perspective that we were taking too long or that he wanted it done quicker. He knew what was involved. Christian Dotson, our in-house designer, brought the vision to life on paper, and Jay Schluter did killer work on the interior trim. It was a CHRA collaboration.   

SEMA: What advice do you have for young folks contemplating a career in the automotive aftermarket?   

MK: Young folks need to understand it isn’t like they see on the TV shows. It is hard work, long days, and nights and weekends that make you successful. Don’t be misled.

By Ashley Reyes

Customs & Hot Rods of Andice (CHRA) has been named as this week’s SEMA Hot Rod Industry Alliance (HRIA) council spotlight member. In HRIA’s Q&A with Shop Foreman Michael Kaiser, Kaiser tells the story of his collaboration with company owner Harold Chapman, how their crew of craftsmen came to be, the ’33 Ford Roadster build that launched their breakthrough moment, and the ’40 Ford truck that was, and still remains a special build for their shop.  

SEMA: Tell us the story of your shop. How did you start?

Michael Kaiser: Harold Chapman, the shop owner, had started a small hot-rod shop with two guys for his personal cars because he kept getting taken advantage of by several shops. In 2008, Harold contacted me while working at Pinkees Rod Shop. He had seen my work and wanted to add me to the small shop. Upon coming to CHRA in its infancy, I was able to share my vision with Harold for the shop, and he had a similar vision of making it a world-renowned top-shelf custom shop. The deal was if I could run it, he would allow it and facilitate its growth. I hired and let go of several people to find the great crew of craftsman we currently have on tap. Now we have 16 full-time guys, two contractors and an incredible facility.

SEMA: What was your breakthrough moment?   

MK: Our breakthrough moment was our small new crew building a ‘33 Ford Roadster for Harold that went on to win Best Hot Rod in Detroit, America’s Most Beautiful Street Rod and several other large awards that helped us get our foot in the door. In 2016, our crew built Billy Thomas a Riddler Award-winning ‘39 Oldsmobile that went on to win Street Rod of the Year and the Legends Cup, as well as several other top honor awards. We were off to the races.

CHRA is building a host of racecars and high-end cars, including a ’51 Merc, ’41 Willys coupe, ’57 Oldsmobile, ’88 convertible, ’70 Ford F-100 bumpside, ’34 Ford Vicky, ’69 Chevelle, ’57 Cad Beritz, ’55 Buick convertible, ’62 Nova and ’65 Mustang convertible.

SEMA: Tell us about your business now in 2020.

MK: We are building a host of crazy racecars and high-end cars. Some examples are a ’51 Merc tube chassis car with a twin-turbo 540 all-billet for Drag Week, a ’41 Willys coupe—all-wheel drive , active ABS, rear steer, twin-turbo ecoboost V6, chopped sectioned, and scratch-built fenders, along with a ’57 Oldsmobile, ’88 convertible, ’70 Ford F-100 bumpside, ’34 Ford Vicky, ’69 Chevelle, ’57 Cad Beritz, ’55 Buick convertible, ’62 Nova, ’65 Mustang convertible and several more.

SEMA: Tell us about the ’40 Ford Truck.

MK: This was and is a very special build for us. Greg Weld was fighting cancer when we first met him. Greg approached me about doing this truck and it was truly a friendship that blossomed. Greg was a car builder himself, a racer and a very knowledgeable guy. I was also fighting cancer, so we bonded both personally and professionally. Greg became a personal mentor for me and we finished the job in a year and a half. Greg was so knowledgeable. He never took the perspective that we were taking too long or that he wanted it done quicker. He knew what was involved. Christian Dotson, our in-house designer, brought the vision to life on paper, and Jay Schluter did killer work on the interior trim. It was a CHRA collaboration.   

SEMA: What advice do you have for young folks contemplating a career in the automotive aftermarket?   

MK: Young folks need to understand it isn’t like they see on the TV shows. It is hard work, long days, and nights and weekends that make you successful. Don’t be misled.

By SEMA Editors

Truck Hero design engineers created the Ultimate Tailgate truck as a platform to display many of the company’s truck accessories at the 2018 SEMA Show in Las Vegas. The basis for the build is a ’19 Ford F-350 Super Duty dually pickup in Lariat trim, equipped with the 6.7L Power Stroke diesel, producing 450 hp and 935 lb.-ft. of torque.

Truck Hero, a manufacturer of truck and Jeep accessories, announced it will offer its 2018 SEMA Show truck build, “Ultimate Tailgate,” a custom ’19 Ford F-350 Lariat, at the Barrett-Jackson Collector Car Auction in Scottsdale, Arizona, October 23, with all proceeds from the sale benefiting the Building Homes for Heroes organization.

Truck Hero design engineers created the Ultimate Tailgate truck as a platform to display many of the company’s truck accessories at the 2018 SEMA Show in Las Vegas. The basis for the build is a ’19 Ford F-350 Super Duty dually pickup in Lariat trim, equipped with the 6.7L Power Stroke diesel, producing 450 hp and 935 lb.-ft. of torque.

This build’s tailgating claim-to-fame is found in the bed, where an Extang Solid Fold 2.0 folding bed cover conceals a 65-in. LG OLED 4K TV that is remote controlled and fully articulates on a custom bed slide system, complete with a gaming table, YETI cooler and grill. A pair of UnderCover SwingCases swing out from the bed, via remote control, and supply the sounds through Maxxsonics MB Quart speakers.

The truck was turned over to Washtenaw (Michigan) Community College so the crew enrolled in their Custom Cars & Concepts program could work on the truck’s body and paint. Students shaved the exterior door handles before applying the AkzoNobel Modern Classikk Black Hole Black paint. Sikkens Autoclear was also applied, as well as a slew of custom touches, including billet emblems and copper-plated badges.

The truck rides on an ARFT Speed Shop custom-dropped air suspension with a four-link rear and a full Air Lift Performance 3P air management system. The power is put to the pavement through custom 24-in. Fuel Off-Road Dually Maverick wheels that have been copper-plated and accented with black-painted spokes wrapped in 285/40R245 Dilente Bandit tires.

Building Homes for Heroes is a national nonprofit organization that builds and modifies homes and gifts them, mortgage-free, to veterans and their families.

By SEMA Editors

Truck Hero design engineers created the Ultimate Tailgate truck as a platform to display many of the company’s truck accessories at the 2018 SEMA Show in Las Vegas. The basis for the build is a ’19 Ford F-350 Super Duty dually pickup in Lariat trim, equipped with the 6.7L Power Stroke diesel, producing 450 hp and 935 lb.-ft. of torque.

Truck Hero, a manufacturer of truck and Jeep accessories, announced it will offer its 2018 SEMA Show truck build, “Ultimate Tailgate,” a custom ’19 Ford F-350 Lariat, at the Barrett-Jackson Collector Car Auction in Scottsdale, Arizona, October 23, with all proceeds from the sale benefiting the Building Homes for Heroes organization.

Truck Hero design engineers created the Ultimate Tailgate truck as a platform to display many of the company’s truck accessories at the 2018 SEMA Show in Las Vegas. The basis for the build is a ’19 Ford F-350 Super Duty dually pickup in Lariat trim, equipped with the 6.7L Power Stroke diesel, producing 450 hp and 935 lb.-ft. of torque.

This build’s tailgating claim-to-fame is found in the bed, where an Extang Solid Fold 2.0 folding bed cover conceals a 65-in. LG OLED 4K TV that is remote controlled and fully articulates on a custom bed slide system, complete with a gaming table, YETI cooler and grill. A pair of UnderCover SwingCases swing out from the bed, via remote control, and supply the sounds through Maxxsonics MB Quart speakers.

The truck was turned over to Washtenaw (Michigan) Community College so the crew enrolled in their Custom Cars & Concepts program could work on the truck’s body and paint. Students shaved the exterior door handles before applying the AkzoNobel Modern Classikk Black Hole Black paint. Sikkens Autoclear was also applied, as well as a slew of custom touches, including billet emblems and copper-plated badges.

The truck rides on an ARFT Speed Shop custom-dropped air suspension with a four-link rear and a full Air Lift Performance 3P air management system. The power is put to the pavement through custom 24-in. Fuel Off-Road Dually Maverick wheels that have been copper-plated and accented with black-painted spokes wrapped in 285/40R245 Dilente Bandit tires.

Building Homes for Heroes is a national nonprofit organization that builds and modifies homes and gifts them, mortgage-free, to veterans and their families.

By SEMA Washington, D.C., Staff

The Off-Road Business Association (ORBA) is now publishing a digital magazine to help connect the off-road industry with advocates and consumers.

The current issue focuses on industrial design and features two artists who specialize in graphic art and design, Max Grundy and Tristan Koepfli. Click here to

View the magazine.