SEMA News—November 2012

BUSINESS TECHNOLOGY
By Jon Wyly

Sales Growth and the “Invisibility Factor”

Why Your Product Data Matters

If you are a supplier in the $30 billion automotive specialty-equipment market, it is important to have a complete understanding of why standardized, well-distributed product data is critical to business growth. The bottom line is to sell more parts, right? Well, in this age of instant information and aggressive competition, it’s going to take more than “the way we’ve always done it” to succeed. Consumers are becoming more and more accustomed to having information at their fingertips, and the competition for their money is tougher than ever before with the myriad choices available.

According to a recent SEMA consumer study (May 2012), 53.3% of consumers today use Internet searches to research product information. This outpaces the second most popular source of information, friends and relatives (33.7%), by 20 percentage points. Following at 30.4% is manufacturers’ websites and catalogs.

The ready availability of information and the convenience of the Internet are clearly huge drivers in consumer behavior these days. Think about your own personal research habits: Where do you go first for information on something you are looking to purchase, either immediately or in the future? More and more, the answer to that question is the Internet.

Now this discussion isn’t about where consumers go to buy, but rather where they go to learn about what they may end up buying. As a supplier of goods for sale, you want to be visible throughout the research process so that consumers begin to develop an awareness and comfort level with your offerings.

	For more information about how the SEMA Data Cooperative can help you create, manage, store and distribute your product data in the most efficient and cost-effective way ever, call 888-958-6698 or send an e-mail to jimg@SEMAdatacoop.org.

Too often, we still believe the old-school “everyone knows my brand” position. Well, they don’t. And unless you want to confine your sales to a limited group of loyal brand followers—which there are fewer of every day—then you need to ensure that your products are represented broadly, accurately and consistently where people are looking for information! Invisibility may be a cool super-hero power to have, but it’s not where you want to be on an Internet search.

So how do you become visible? And what does this have to do with standardized product data?

It’s a lot about subtle details that produce the results we are looking for. As most of us know, the average Internet Google search is made up of selected keywords representing what the user is looking for. Some searchers type in very generic terms, such as “side tubes,” or maybe add a brand qualifier, such as “Westin side tubes.” However, as Internet users become more demanding, they are including more specific criteria in their searches as well, creating what are called “long tail” search terms. An example might be “chrome side tubes for 2008 Chevy Silverado Crew Cab.”

They are obviously looking for something very specific, and they want to get straight to it. If your product data doesn’t include fitment information, finish, bed-length qualifiers and more, you are invisible to the search we just described.

Being invisible on Google searches is bad enough, but being invisible on product searches conducted on e-commerce websites will really cost you sales. Most sites today are using pretty sophisticated year/make/model (YMM) lookups and offer the ability to filter search results based on product features or “qualifiers.” Even on products that are universal and don’t require YMM information, it is critical to have enough detailed product data for consumers to be able to drill down to what they are looking for and to see a complete, confidence-inspiring product detail page that has enough good information for them to make a buying decision.

By getting your product data together in the industry Product Information Exchange Standards (PIES) and Aftermarket Catalog Enhanced Standard (ACES) and stored in the SEMA repository, you not only take control of this very important asset but also guarantee consistent availability of the data required to ensure your visibility to information-hungry customers.

SEMA News—November 2012

BUSINESS TECHNOLOGY
By Jon Wyly

Sales Growth and the “Invisibility Factor”

Why Your Product Data Matters

If you are a supplier in the $30 billion automotive specialty-equipment market, it is important to have a complete understanding of why standardized, well-distributed product data is critical to business growth. The bottom line is to sell more parts, right? Well, in this age of instant information and aggressive competition, it’s going to take more than “the way we’ve always done it” to succeed. Consumers are becoming more and more accustomed to having information at their fingertips, and the competition for their money is tougher than ever before with the myriad choices available.

According to a recent SEMA consumer study (May 2012), 53.3% of consumers today use Internet searches to research product information. This outpaces the second most popular source of information, friends and relatives (33.7%), by 20 percentage points. Following at 30.4% is manufacturers’ websites and catalogs.

The ready availability of information and the convenience of the Internet are clearly huge drivers in consumer behavior these days. Think about your own personal research habits: Where do you go first for information on something you are looking to purchase, either immediately or in the future? More and more, the answer to that question is the Internet.

Now this discussion isn’t about where consumers go to buy, but rather where they go to learn about what they may end up buying. As a supplier of goods for sale, you want to be visible throughout the research process so that consumers begin to develop an awareness and comfort level with your offerings.

	For more information about how the SEMA Data Cooperative can help you create, manage, store and distribute your product data in the most efficient and cost-effective way ever, call 888-958-6698 or send an e-mail to jimg@SEMAdatacoop.org.

Too often, we still believe the old-school “everyone knows my brand” position. Well, they don’t. And unless you want to confine your sales to a limited group of loyal brand followers—which there are fewer of every day—then you need to ensure that your products are represented broadly, accurately and consistently where people are looking for information! Invisibility may be a cool super-hero power to have, but it’s not where you want to be on an Internet search.

So how do you become visible? And what does this have to do with standardized product data?

It’s a lot about subtle details that produce the results we are looking for. As most of us know, the average Internet Google search is made up of selected keywords representing what the user is looking for. Some searchers type in very generic terms, such as “side tubes,” or maybe add a brand qualifier, such as “Westin side tubes.” However, as Internet users become more demanding, they are including more specific criteria in their searches as well, creating what are called “long tail” search terms. An example might be “chrome side tubes for 2008 Chevy Silverado Crew Cab.”

They are obviously looking for something very specific, and they want to get straight to it. If your product data doesn’t include fitment information, finish, bed-length qualifiers and more, you are invisible to the search we just described.

Being invisible on Google searches is bad enough, but being invisible on product searches conducted on e-commerce websites will really cost you sales. Most sites today are using pretty sophisticated year/make/model (YMM) lookups and offer the ability to filter search results based on product features or “qualifiers.” Even on products that are universal and don’t require YMM information, it is critical to have enough detailed product data for consumers to be able to drill down to what they are looking for and to see a complete, confidence-inspiring product detail page that has enough good information for them to make a buying decision.

By getting your product data together in the industry Product Information Exchange Standards (PIES) and Aftermarket Catalog Enhanced Standard (ACES) and stored in the SEMA repository, you not only take control of this very important asset but also guarantee consistent availability of the data required to ensure your visibility to information-hungry customers.

	During the 2012 SEMA Show, social network users continually voiced their enthusiasm not only for the Show, but also for the year ahead.

The 2012 SEMA Show was four days of the hottest products and latest trends in automotive specialty-equipment. Exhibitors and attendees agree that enthusiasm was high across the board and all signs point to bigger profits in 2013. As a testament to the building excitement in specialty-equipment, the SEMA Show was an extremely popular topic across all the major social networking hubs. Here is just a sample of some recent entries on LinkedIn, Twitter and Facebook.   

LinkedIn:

Dean Satterfield, TMI Products: "TMI Products of Corona, California, had a fantastic Show. Our new SPORT-R Interior line was very well received by dealers and media alike. Our sales and marketing team has been extremely busy following up on the qualified sales leads and dealer applications. It was the perfect launch for a strong 2013."

Robert Dipede: "As an exhibitor....I can tell you that the traffic was definitely greater than the last two years. We also witnessed a higher interest level and more international opportunities than domestic. That might be a result from our social marketing efforts, but overall we were very pleased with the Show. (SHINING MONKEY CORP.)

John Cole: "Show was a huge success for Parker Ionics. Great traffic (best in years...) and sincere interest in our products made for a BIG win. Looking forward to next year already.....

Twitter:

@DynoDrive: one more week before going to #SEMASHOW looking for new products and technology to keep us at the sharp end of tuning!

@staticap @SEMASHOW Eager to launch our product at such a prestigious event #SEMASHOW 6 DAYS TO GO. #statiCap #makeanimpression

@ESHyperflex: #SEMASHOW is a great place to help launch new products and new events such as the Scion FR-S Tuner Challenge. http://t.co/WTPViCdM

Matthew Heller, Owner of Hornblasters, Inc.: "We received great feedback from exhibiting at the SEMA Show. The seasoned and knowledgeable staff provided a smooth experience for us first-time exhibitors. We made some great connections at the show."

Beanco Inc. (first-time exhibitor) @TheMobileHome #TheMobileHome was featured on Las Vegas CBS affiliate as a #SEMASHOW stand-out product with a focus on safety! www.DriveWithSiri.com

Facebook:

RaceDeck Garage Flooring: It's been the best SEMA Show ever for us at RaceDeck - Some really exciting things now in the works as a result of this Show.

Roboreel: Just wanted to say THANK YOU to the folks at SEMA and Freeman for being the best group of people in the world to deal with at a tradeshow. Thanks so much. We cannot wait to be a part of such a fun event!

GFS - Global Finishing Solutions: The GFS/Dupont/Champion Cromax Pro Experience paint booth was a big hit! Every painting session we had was full. Great feedback from the attendees that they loved the booth, loved the paint. We're really happy to have been a part of it!

Sonny Johns: The @ShifttConfig team has been blown away by the extremely positive reception we've had from all of the Jeep JK parts manufacturers! Can't wait to get all of it finalized!

	During the 2012 SEMA Show, social network users continually voiced their enthusiasm not only for the Show, but also for the year ahead.

The 2012 SEMA Show was four days of the hottest products and latest trends in automotive specialty-equipment. Exhibitors and attendees agree that enthusiasm was high across the board and all signs point to bigger profits in 2013. As a testament to the building excitement in specialty-equipment, the SEMA Show was an extremely popular topic across all the major social networking hubs. Here is just a sample of some recent entries on LinkedIn, Twitter and Facebook.   

LinkedIn:

Dean Satterfield, TMI Products: "TMI Products of Corona, California, had a fantastic Show. Our new SPORT-R Interior line was very well received by dealers and media alike. Our sales and marketing team has been extremely busy following up on the qualified sales leads and dealer applications. It was the perfect launch for a strong 2013."

Robert Dipede: "As an exhibitor....I can tell you that the traffic was definitely greater than the last two years. We also witnessed a higher interest level and more international opportunities than domestic. That might be a result from our social marketing efforts, but overall we were very pleased with the Show. (SHINING MONKEY CORP.)

John Cole: "Show was a huge success for Parker Ionics. Great traffic (best in years...) and sincere interest in our products made for a BIG win. Looking forward to next year already.....

Twitter:

@DynoDrive: one more week before going to #SEMASHOW looking for new products and technology to keep us at the sharp end of tuning!

@staticap @SEMASHOW Eager to launch our product at such a prestigious event #SEMASHOW 6 DAYS TO GO. #statiCap #makeanimpression

@ESHyperflex: #SEMASHOW is a great place to help launch new products and new events such as the Scion FR-S Tuner Challenge. http://t.co/WTPViCdM

Matthew Heller, Owner of Hornblasters, Inc.: "We received great feedback from exhibiting at the SEMA Show. The seasoned and knowledgeable staff provided a smooth experience for us first-time exhibitors. We made some great connections at the show."

Beanco Inc. (first-time exhibitor) @TheMobileHome #TheMobileHome was featured on Las Vegas CBS affiliate as a #SEMASHOW stand-out product with a focus on safety! www.DriveWithSiri.com

Facebook:

RaceDeck Garage Flooring: It's been the best SEMA Show ever for us at RaceDeck - Some really exciting things now in the works as a result of this Show.

Roboreel: Just wanted to say THANK YOU to the folks at SEMA and Freeman for being the best group of people in the world to deal with at a tradeshow. Thanks so much. We cannot wait to be a part of such a fun event!

GFS - Global Finishing Solutions: The GFS/Dupont/Champion Cromax Pro Experience paint booth was a big hit! Every painting session we had was full. Great feedback from the attendees that they loved the booth, loved the paint. We're really happy to have been a part of it!

Sonny Johns: The @ShifttConfig team has been blown away by the extremely positive reception we've had from all of the Jeep JK parts manufacturers! Can't wait to get all of it finalized!

	During the 2012 SEMA Show, social network users continually voiced their enthusiasm not only for the Show, but also for the year ahead.

The 2012 SEMA Show was four days of the hottest products and latest trends in automotive specialty-equipment. Exhibitors and attendees agree that enthusiasm was high across the board and all signs point to bigger profits in 2013. As a testament to the building excitement in specialty-equipment, the SEMA Show was an extremely popular topic across all the major social networking hubs. Here is just a sample of some recent entries on LinkedIn, Twitter and Facebook.   

LinkedIn:

Dean Satterfield, TMI Products: "TMI Products of Corona, California, had a fantastic Show. Our new SPORT-R Interior line was very well received by dealers and media alike. Our sales and marketing team has been extremely busy following up on the qualified sales leads and dealer applications. It was the perfect launch for a strong 2013."

Robert Dipede: "As an exhibitor....I can tell you that the traffic was definitely greater than the last two years. We also witnessed a higher interest level and more international opportunities than domestic. That might be a result from our social marketing efforts, but overall we were very pleased with the Show. (SHINING MONKEY CORP.)

John Cole: "Show was a huge success for Parker Ionics. Great traffic (best in years...) and sincere interest in our products made for a BIG win. Looking forward to next year already.....

Twitter:

@DynoDrive: one more week before going to #SEMASHOW looking for new products and technology to keep us at the sharp end of tuning!

@staticap @SEMASHOW Eager to launch our product at such a prestigious event #SEMASHOW 6 DAYS TO GO. #statiCap #makeanimpression

@ESHyperflex: #SEMASHOW is a great place to help launch new products and new events such as the Scion FR-S Tuner Challenge. http://t.co/WTPViCdM

Matthew Heller, Owner of Hornblasters, Inc.: "We received great feedback from exhibiting at the SEMA Show. The seasoned and knowledgeable staff provided a smooth experience for us first-time exhibitors. We made some great connections at the show."

Beanco Inc. (first-time exhibitor) @TheMobileHome #TheMobileHome was featured on Las Vegas CBS affiliate as a #SEMASHOW stand-out product with a focus on safety! www.DriveWithSiri.com

Facebook:

RaceDeck Garage Flooring: It's been the best SEMA Show ever for us at RaceDeck - Some really exciting things now in the works as a result of this Show.

Roboreel: Just wanted to say THANK YOU to the folks at SEMA and Freeman for being the best group of people in the world to deal with at a tradeshow. Thanks so much. We cannot wait to be a part of such a fun event!

GFS - Global Finishing Solutions: The GFS/Dupont/Champion Cromax Pro Experience paint booth was a big hit! Every painting session we had was full. Great feedback from the attendees that they loved the booth, loved the paint. We're really happy to have been a part of it!

Sonny Johns: The @ShifttConfig team has been blown away by the extremely positive reception we've had from all of the Jeep JK parts manufacturers! Can't wait to get all of it finalized!

	During the 2012 SEMA Show, social network users continually voiced their enthusiasm not only for the Show, but also for the year ahead.

The 2012 SEMA Show was four days of the hottest products and latest trends in automotive specialty-equipment. Exhibitors and attendees agree that enthusiasm was high across the board and all signs point to bigger profits in 2013. As a testament to the building excitement in specialty-equipment, the SEMA Show was an extremely popular topic across all the major social networking hubs. Here is just a sample of some recent entries on LinkedIn, Twitter and Facebook.   

LinkedIn:

Dean Satterfield, TMI Products: "TMI Products of Corona, California, had a fantastic Show. Our new SPORT-R Interior line was very well received by dealers and media alike. Our sales and marketing team has been extremely busy following up on the qualified sales leads and dealer applications. It was the perfect launch for a strong 2013."

Robert Dipede: "As an exhibitor....I can tell you that the traffic was definitely greater than the last two years. We also witnessed a higher interest level and more international opportunities than domestic. That might be a result from our social marketing efforts, but overall we were very pleased with the Show. (SHINING MONKEY CORP.)

John Cole: "Show was a huge success for Parker Ionics. Great traffic (best in years...) and sincere interest in our products made for a BIG win. Looking forward to next year already.....

Twitter:

@DynoDrive: one more week before going to #SEMASHOW looking for new products and technology to keep us at the sharp end of tuning!

@staticap @SEMASHOW Eager to launch our product at such a prestigious event #SEMASHOW 6 DAYS TO GO. #statiCap #makeanimpression

@ESHyperflex: #SEMASHOW is a great place to help launch new products and new events such as the Scion FR-S Tuner Challenge. http://t.co/WTPViCdM

Matthew Heller, Owner of Hornblasters, Inc.: "We received great feedback from exhibiting at the SEMA Show. The seasoned and knowledgeable staff provided a smooth experience for us first-time exhibitors. We made some great connections at the show."

Beanco Inc. (first-time exhibitor) @TheMobileHome #TheMobileHome was featured on Las Vegas CBS affiliate as a #SEMASHOW stand-out product with a focus on safety! www.DriveWithSiri.com

Facebook:

RaceDeck Garage Flooring: It's been the best SEMA Show ever for us at RaceDeck - Some really exciting things now in the works as a result of this Show.

Roboreel: Just wanted to say THANK YOU to the folks at SEMA and Freeman for being the best group of people in the world to deal with at a tradeshow. Thanks so much. We cannot wait to be a part of such a fun event!

GFS - Global Finishing Solutions: The GFS/Dupont/Champion Cromax Pro Experience paint booth was a big hit! Every painting session we had was full. Great feedback from the attendees that they loved the booth, loved the paint. We're really happy to have been a part of it!

Sonny Johns: The @ShifttConfig team has been blown away by the extremely positive reception we've had from all of the Jeep JK parts manufacturers! Can't wait to get all of it finalized!

	During the 2012 SEMA Show, social network users continually voiced their enthusiasm not only for the Show, but also for the year ahead.

The 2012 SEMA Show was four days of the hottest products and latest trends in automotive specialty-equipment. Exhibitors and attendees agree that enthusiasm was high across the board and all signs point to bigger profits in 2013. As a testament to the building excitement in specialty-equipment, the SEMA Show was an extremely popular topic across all the major social networking hubs. Here is just a sample of some recent entries on LinkedIn, Twitter and Facebook.   

LinkedIn:

Dean Satterfield, TMI Products: "TMI Products of Corona, California, had a fantastic Show. Our new SPORT-R Interior line was very well received by dealers and media alike. Our sales and marketing team has been extremely busy following up on the qualified sales leads and dealer applications. It was the perfect launch for a strong 2013."

Robert Dipede: "As an exhibitor....I can tell you that the traffic was definitely greater than the last two years. We also witnessed a higher interest level and more international opportunities than domestic. That might be a result from our social marketing efforts, but overall we were very pleased with the Show. (SHINING MONKEY CORP.)

John Cole: "Show was a huge success for Parker Ionics. Great traffic (best in years...) and sincere interest in our products made for a BIG win. Looking forward to next year already.....

Twitter:

@DynoDrive: one more week before going to #SEMASHOW looking for new products and technology to keep us at the sharp end of tuning!

@staticap @SEMASHOW Eager to launch our product at such a prestigious event #SEMASHOW 6 DAYS TO GO. #statiCap #makeanimpression

@ESHyperflex: #SEMASHOW is a great place to help launch new products and new events such as the Scion FR-S Tuner Challenge. http://t.co/WTPViCdM

Matthew Heller, Owner of Hornblasters, Inc.: "We received great feedback from exhibiting at the SEMA Show. The seasoned and knowledgeable staff provided a smooth experience for us first-time exhibitors. We made some great connections at the show."

Beanco Inc. (first-time exhibitor) @TheMobileHome #TheMobileHome was featured on Las Vegas CBS affiliate as a #SEMASHOW stand-out product with a focus on safety! www.DriveWithSiri.com

Facebook:

RaceDeck Garage Flooring: It's been the best SEMA Show ever for us at RaceDeck - Some really exciting things now in the works as a result of this Show.

Roboreel: Just wanted to say THANK YOU to the folks at SEMA and Freeman for being the best group of people in the world to deal with at a tradeshow. Thanks so much. We cannot wait to be a part of such a fun event!

GFS - Global Finishing Solutions: The GFS/Dupont/Champion Cromax Pro Experience paint booth was a big hit! Every painting session we had was full. Great feedback from the attendees that they loved the booth, loved the paint. We're really happy to have been a part of it!

Sonny Johns: The @ShifttConfig team has been blown away by the extremely positive reception we've had from all of the Jeep JK parts manufacturers! Can't wait to get all of it finalized!

	During the 2012 SEMA Show, social network users continually voiced their enthusiasm not only for the Show, but also for the year ahead.

The 2012 SEMA Show was four days of the hottest products and latest trends in automotive specialty-equipment. Exhibitors and attendees agree that enthusiasm was high across the board and all signs point to bigger profits in 2013. As a testament to the building excitement in specialty-equipment, the SEMA Show was an extremely popular topic across all the major social networking hubs. Here is just a sample of some recent entries on LinkedIn, Twitter and Facebook.   

LinkedIn:

Dean Satterfield, TMI Products: "TMI Products of Corona, California, had a fantastic Show. Our new SPORT-R Interior line was very well received by dealers and media alike. Our sales and marketing team has been extremely busy following up on the qualified sales leads and dealer applications. It was the perfect launch for a strong 2013."

Robert Dipede: "As an exhibitor....I can tell you that the traffic was definitely greater than the last two years. We also witnessed a higher interest level and more international opportunities than domestic. That might be a result from our social marketing efforts, but overall we were very pleased with the Show. (SHINING MONKEY CORP.)

John Cole: "Show was a huge success for Parker Ionics. Great traffic (best in years...) and sincere interest in our products made for a BIG win. Looking forward to next year already.....

Twitter:

@DynoDrive: one more week before going to #SEMASHOW looking for new products and technology to keep us at the sharp end of tuning!

@staticap @SEMASHOW Eager to launch our product at such a prestigious event #SEMASHOW 6 DAYS TO GO. #statiCap #makeanimpression

@ESHyperflex: #SEMASHOW is a great place to help launch new products and new events such as the Scion FR-S Tuner Challenge. http://t.co/WTPViCdM

Matthew Heller, Owner of Hornblasters, Inc.: "We received great feedback from exhibiting at the SEMA Show. The seasoned and knowledgeable staff provided a smooth experience for us first-time exhibitors. We made some great connections at the show."

Beanco Inc. (first-time exhibitor) @TheMobileHome #TheMobileHome was featured on Las Vegas CBS affiliate as a #SEMASHOW stand-out product with a focus on safety! www.DriveWithSiri.com

Facebook:

RaceDeck Garage Flooring: It's been the best SEMA Show ever for us at RaceDeck - Some really exciting things now in the works as a result of this Show.

Roboreel: Just wanted to say THANK YOU to the folks at SEMA and Freeman for being the best group of people in the world to deal with at a tradeshow. Thanks so much. We cannot wait to be a part of such a fun event!

GFS - Global Finishing Solutions: The GFS/Dupont/Champion Cromax Pro Experience paint booth was a big hit! Every painting session we had was full. Great feedback from the attendees that they loved the booth, loved the paint. We're really happy to have been a part of it!

Sonny Johns: The @ShifttConfig team has been blown away by the extremely positive reception we've had from all of the Jeep JK parts manufacturers! Can't wait to get all of it finalized!

	A Nat Danas Scholarship has been established as part of the SEMA Memorial Scholarship Fund. Danas, a restyling industry icon, was instrumental in founding SEMA's Professional Restylers Organization.

A Nat Danas Scholarship, to be presented annually to students pursuing or advancing a career in the auto trim and restyling industry, has been established as part of the SEMA Memorial Scholarship Fund with an endowment of $58,000. The announcement was made by the Nat Danas Scholarship Committee at the SEMA Industry Awards Banquet, held during the 2012 SEMA Show in Las Vegas.

Danas, who passed away in May, was the founder and publisher of Auto Trim & Restyling News magazine. A restyling industry icon, Danas began his career in the 1940s as owner of an auto-trim business. He founded the magazine in 1952 to serve the trim, restoration and restyling industries. In 1953, he formed the industry's first trade association—the National Association of Auto Trim Shops.

Danas produced numerous trade shows and conferences showcasing emerging trim and restyling trends, and offering the industry's first formalized educational workshops and technical training clinics. He also pioneered the concepts of adherence to best practices and recognition of skill-level achievement through the establishment of a voluntary code of ethics and the Master Craftsman Award.

In 1988, Danas was instrumental in founding the Professional Restylers Organization (PRO). He later worked with former SEMA President Chuck Blum to bring PRO under the SEMA umbrella in 1990. A long-time SEMA member, he served multiple terms on the PRO Select Committee and received the council's lifetime achievement award in 1995.

Nat Danas

"Nat's knowledge and experience, combined with his dedication to education and training, had a profound impact on the trim and restyling industry," said Ellen McKoy of EMK Marketing and a member of the Danas Scholarship Committee. "Throughout his career, Nat not only earned the respect of colleagues nationwide, he also helped to establish the restyling industry as a vital segment of the specialty automotive equipment marketplace. With this endowment, we know that Nat's vision and legacy will live on in perpetuity."

According to McKoy, the scholarship was initially established at a Midwest university in 1987 with a bequest of $25,000 raised at a restyling industry tribute to Danas. When the auto-trim degree program was discontinued, the Danas Scholarship Committee set its sights on moving the endowment to the SEMA Scholarship Fund. Other committee members include Phil Edwards, Infinity Sales & Marketing; Maria Roman, Roman Chariot; and Neil Rosenberg, ITTCO Sales.

"We are excited by the prospect of offering Nat Danas scholarships to worthy students seeking to advance their career in the restyling industry," said Joel Ayres, chairman of the SEMA Scholarship Committee.

The SEMA Memorial Scholarship Fund is a nonprofit group dedicated to fostering industry leadership by supporting the educational pursuits of current and future automotive professionals. The Nat Danas Scholarship will be among the many scholarships SEMA awards annually to students pursuing careers in the automotive aftermarket. A total of $130,000 was awarded to 69 individuals in 2012. Potential applicants can apply now at www.SEMA.org/scholarships, with applications due March 29, 2013.

	A Nat Danas Scholarship has been established as part of the SEMA Memorial Scholarship Fund. Danas, a restyling industry icon, was instrumental in founding SEMA's Professional Restylers Organization.

A Nat Danas Scholarship, to be presented annually to students pursuing or advancing a career in the auto trim and restyling industry, has been established as part of the SEMA Memorial Scholarship Fund with an endowment of $58,000. The announcement was made by the Nat Danas Scholarship Committee at the SEMA Industry Awards Banquet, held during the 2012 SEMA Show in Las Vegas.

Danas, who passed away in May, was the founder and publisher of Auto Trim & Restyling News magazine. A restyling industry icon, Danas began his career in the 1940s as owner of an auto-trim business. He founded the magazine in 1952 to serve the trim, restoration and restyling industries. In 1953, he formed the industry's first trade association—the National Association of Auto Trim Shops.

Danas produced numerous trade shows and conferences showcasing emerging trim and restyling trends, and offering the industry's first formalized educational workshops and technical training clinics. He also pioneered the concepts of adherence to best practices and recognition of skill-level achievement through the establishment of a voluntary code of ethics and the Master Craftsman Award.

In 1988, Danas was instrumental in founding the Professional Restylers Organization (PRO). He later worked with former SEMA President Chuck Blum to bring PRO under the SEMA umbrella in 1990. A long-time SEMA member, he served multiple terms on the PRO Select Committee and received the council's lifetime achievement award in 1995.

Nat Danas

"Nat's knowledge and experience, combined with his dedication to education and training, had a profound impact on the trim and restyling industry," said Ellen McKoy of EMK Marketing and a member of the Danas Scholarship Committee. "Throughout his career, Nat not only earned the respect of colleagues nationwide, he also helped to establish the restyling industry as a vital segment of the specialty automotive equipment marketplace. With this endowment, we know that Nat's vision and legacy will live on in perpetuity."

According to McKoy, the scholarship was initially established at a Midwest university in 1987 with a bequest of $25,000 raised at a restyling industry tribute to Danas. When the auto-trim degree program was discontinued, the Danas Scholarship Committee set its sights on moving the endowment to the SEMA Scholarship Fund. Other committee members include Phil Edwards, Infinity Sales & Marketing; Maria Roman, Roman Chariot; and Neil Rosenberg, ITTCO Sales.

"We are excited by the prospect of offering Nat Danas scholarships to worthy students seeking to advance their career in the restyling industry," said Joel Ayres, chairman of the SEMA Scholarship Committee.

The SEMA Memorial Scholarship Fund is a nonprofit group dedicated to fostering industry leadership by supporting the educational pursuits of current and future automotive professionals. The Nat Danas Scholarship will be among the many scholarships SEMA awards annually to students pursuing careers in the automotive aftermarket. A total of $130,000 was awarded to 69 individuals in 2012. Potential applicants can apply now at www.SEMA.org/scholarships, with applications due March 29, 2013.