News | Specialty Equipment Market Association (SEMA)

Thu, 07/19/2012 - 13:54

Caught undergoing testing near the Nürburgring, this lightly camouflaged prototype of the future S63 AMG features a larger air intake, a high-performance braking system and AMG wheels. Delivered by the pro shooters at Brenda Priddy & Co., it remains unknown yet what engine will be used.

The team speculates that the most likely option is a 5.5L V8 turbo for the S63, and a bi-turbo variant of that very engine for the S65—both mated to a seven-speed Speedshift MCT transmission.

Photo: Brenda Priddy & Co.

Spy Shots—Mercedes-Benz S63 AMG

Thu, 07/19/2012 - 13:54

Caught undergoing testing near the Nürburgring, this lightly camouflaged prototype of the future S63 AMG features a larger air intake, a high-performance braking system and AMG wheels. Delivered by the pro shooters at Brenda Priddy & Co., it remains unknown yet what engine will be used.

The team speculates that the most likely option is a 5.5L V8 turbo for the S63, and a bi-turbo variant of that very engine for the S65—both mated to a seven-speed Speedshift MCT transmission.

Photo: Brenda Priddy & Co.

Spy Shots—Mercedes-Benz S63 AMG

Thu, 07/19/2012 - 13:54

Caught undergoing testing near the Nürburgring, this lightly camouflaged prototype of the future S63 AMG features a larger air intake, a high-performance braking system and AMG wheels. Delivered by the pro shooters at Brenda Priddy & Co., it remains unknown yet what engine will be used.

The team speculates that the most likely option is a 5.5L V8 turbo for the S63, and a bi-turbo variant of that very engine for the S65—both mated to a seven-speed Speedshift MCT transmission.

Photo: Brenda Priddy & Co.

Schedule and Registration Announced for 2013 Hot Rod Power Tour

Thu, 07/19/2012 - 13:50

	The 2013 Hot Rod Power Tour will take thousands of performance machines on a 1,500-mile, weeklong tour from Arlington, Texas, to Charlotte, North Carolina, June 1–7, 2013.

Source Interlink Media (SIM) has opened registration and released the schedule for next year’s Hot Rod Power Tour and has announced that Chevrolet Performance has resigned a renewable, long-term contract. This annual event will take thousands of performance machines on a 1,500-mile, weeklong tour from Arlington, Texas, to Charlotte, North Carolina, June 1–7, 2013.

The 2012 Hot Rod Power Tour saw nearly 5,500 participating cars wind their way from Detroit to Arlington. In addition to the cars on the road, the event drew more than 84,500 spectators along the route.

The route for the 2013 Hot Rod Power Tour will include:

Saturday, June 1: Arlington, Texas
Sunday, June 2: Texarkana, Arkansas
Monday, June 3: Little Rock, Arkansas
Tuesday, June 4: Memphis, Tennessee
Wednesday, June 5: Birmingham, Alabama
Thursday, June 6: Chattanooga, Tennessee
Friday, June 7: Charlotte, North Carolina

Vehicle registration is open to any year, make or model of vehicle. Participants can pre-register for $80 plus a $3 handling fee or register on-site for $90. Pre-registration is being held through Wednesday, May 22, 2013, at www.HotRod.com or by calling 877-413-6515. You may also join the Tour for one day only for $30. One-day registration is available onsite only. Spectator admission to each event is free.

The Basics of a Winning POP Display

Thu, 07/19/2012 - 13:28

SEMA News—July 2012

BUSINESS
By Mike Imlay

Breaking Down the Basics

	MacNeil Automotive Products won the 2011 SEMA Show New Product Award for its TechFloor retail display. Giving consumers an immediate, intuitive experience of product is vital to POP success.

We’ve all seen them—on the showroom floor, on the retail shelves, at parts counters. Point-of-purchase (POP) and related merchandising displays compete for our attention daily. But do they really work? How are they created? And why should manufacturers consider adding POP/merchandising displays to their marketing mixes?

“They’re the last three feet of closing a sale,” said Jim Redfield, CEO of Griffin Chase Oliver Inc., a specialist in merchandising display production. “That’s the bottom line.”

Founded in 1978, Griffin Chase Oliver sees itself as a “hired gun” for manufacturers who are looking to create sophisticated displays but know they don’t have the expertise to produce them. In short, the company orchestrates complicated display production from concept all the way to fulfillment, engaging outside designers, fabricators and other vendors as required for each project and working closely with manufacturers through every phase of development, including budgeting, timeline management and test runs.

“You can do all the advertising you want in print or broadcast or normal media, but the best they can do is get a customer into a store where the products you’re touting are being sold,” said Redfield. “Once a customer is in the store, though, they’re at the mercy of whatever promotion there is most attractive.

“If I see heavy advertising for Product A, and it’s enough to take me from here to Pep Boys or wherever, and I get into the store looking for Product A but adjacent to it is Product B [with] a nice-looking display that touts all of the benefits of that product, at that point I have a decision to make. If the job has been done right for Product B in terms of messaging, I’m going to buy Product B. The irony is that Product A spent $50,000 last month, let’s say, to put ads in all of the relevant media to attract people to the store, and Product B leeched right off that.”

In other words, Redfield believes that if a manufacturer is going to put money into promoting a product at retail, the best place to put it is in a POP/merchandising display. Once you’ve produced a display and wrestled enough room on the retail shelf or floor to put it up, it sells for you like a billboard next to the freeway, Redfield concluded.

“You don’t have to further invest in that display,” he said. “It’s there and selling for you until hell freezes over.”

Jason Hutchens, marketing director at UnderCover Inc., a leading manufacturer of truck bed covers, is also a true believer in the power of POP/merchandising displays. He says that his company spends approximately half its marketing budget on them.

“We place more value in displays and really supporting the hard retail stores than any other type of marketing we do,” he explained.

From Elaborate to Simple

	UnderCover’s Lux tonneau cover display incorporates an actual working model of the product in miniature, along with pertinent literature to create true consumer interaction.

To that end, UnderCover recently completed production of an elaborate merchandising display showcasing its Lux line of tonneau covers. The display features a half-scale working tonneau—a direct representation of the fullsize unit that customers would buy, down to the materials, hardware, shocks and LED lighting. That part of the display was built in-house using the same manufacturing procedures employed for the real product.

Similarly, the display’s framework was partially fabricated in-house, while the print work was outsourced. The completed project allows retail customers to operate the model cover to see what it will do for their trucks.

“I think one of the biggest things is having a product that the consumer can touch and feel—that’s representative of what they’re actually going to get—and a good, powerful graphic to grab their attention and draw them into it,” said Hutchens.

Shannon Price, account manager for Empire Packaging and Displays, a leading manufacturer of corrugated cardboard POP/merchandising displays, agrees that getting consumers to directly experience a product is the principal goal. She explained that effective POP/merchandising displays both complement and work with product packaging to attract customers.

“The average consumer is an impulse buyer,” she said. “If your packaging is more eye-catching, it is more likely to be picked up. Once it’s in their hands, it’s more likely to go into their basket than not.”

Price said that her company takes a variety of factors into consideration in creating the perfect POP/merchandising display. How eye-catching is the display versus the packaging? Is the packaging attractive? How consumer-friendly is the display? Where in the store will the display be located? All of these things will have an effect on enticing consumers to touch, feel or otherwise experience the product being showcased.

In that regard, Price said that simple displays composed of less elaborate materials such as corrugated cardboard can be highly effective. In fact, cardboard displays hold a number of advantages. Often less expensive, they can be produced much more quickly than metal or plastic displays. Plus they weigh less for shipping and can be more easily disposed of or recycled at the end of a campaign. However, said Price, you don’t want just a throwaway display.

“You want a lot of use out of that display,” she said. “A lot of people think corrugated displays are for one-time use. They’re not. They’re sustainable. They’re not as sturdy as metal or plastic displays, but they can be built very sturdy, where they can last through several uses.”

Read the rest of this story online in the July 2012 issue of SEMA News.

Reach 15,000 Buyers Interested in Powersports Products

Thu, 07/19/2012 - 12:08

	SEMA's Manufacturer Kiosk Program is only open to manufacturers of powersports products who are already exhibiting in one of the SEMA Show's 11 other sections.

SEMA will once again offer the Manufacturer Kiosk Program in the Powersports & Utility Vehicles section of the 2012 SEMA Show. The kiosk program is only open to manufacturers of powersports products who are already exhibiting in one of the SEMA Show's 11 other sections. It's an inexpensive, turnkey approach to showcase your powersports product line to the right buyers in the right place.

For only $499, you can buy a kiosk that will be located in the Powersports & Utility Vehicle section in upper South Hall, while maintaining your primary booth in the Show. The kiosk will display your branding and marketing materials to the more than 15,000 powersports dealers and retailers interested in powersports products. You even have the opportunity to place a motorcycle, dirt bike, UTV, ATV or side-by-side right in front of your kiosk, showcasing your product the way it is intended to be used.  

The kiosk program is a great opportunity to increase awareness and efficiently market your powersports products to powersports dealers and retailers in the most logical and appropriate area of the Show.   But don't wait, kiosk availability is limited. Reserve your kiosk today. If you have any questions, please contact Rebecca Mitchell at 702-216-5851 or rmitchell@convexx.com.

Here's what a couple of exhibitors who participated in the program at last year's Show had to say:

“The Powersports Kiosk offered us an easy and affordable way to showcase Avon Motorcycle Tyres at the SEMA Show. I would highly recommend it to those in the industry who want to test the waters and get their name in front of more than 100,000 attendees.” 

—Don Sneddon, Avon Motorcycle Tyres NA

"The Powersports kiosk was a great tool for introducing our new powersports product line at the SEMA Show without having to buy an entire separate booth. We found the kiosk to be very useful and powerful in a 'self-contained unit.' Great idea for someone to broaden their footprint at the Show overall." 

—Brian Paravicini, AIRAID Filter Co.

Reach 15,000 Buyers Interested in Powersports Products

Thu, 07/19/2012 - 12:08

	SEMA's Manufacturer Kiosk Program is only open to manufacturers of powersports products who are already exhibiting in one of the SEMA Show's 11 other sections.

SEMA will once again offer the Manufacturer Kiosk Program in the Powersports & Utility Vehicles section of the 2012 SEMA Show. The kiosk program is only open to manufacturers of powersports products who are already exhibiting in one of the SEMA Show's 11 other sections. It's an inexpensive, turnkey approach to showcase your powersports product line to the right buyers in the right place.

For only $499, you can buy a kiosk that will be located in the Powersports & Utility Vehicle section in upper South Hall, while maintaining your primary booth in the Show. The kiosk will display your branding and marketing materials to the more than 15,000 powersports dealers and retailers interested in powersports products. You even have the opportunity to place a motorcycle, dirt bike, UTV, ATV or side-by-side right in front of your kiosk, showcasing your product the way it is intended to be used.  

The kiosk program is a great opportunity to increase awareness and efficiently market your powersports products to powersports dealers and retailers in the most logical and appropriate area of the Show.   But don't wait, kiosk availability is limited. Reserve your kiosk today. If you have any questions, please contact Rebecca Mitchell at 702-216-5851 or rmitchell@convexx.com.

Here's what a couple of exhibitors who participated in the program at last year's Show had to say:

“The Powersports Kiosk offered us an easy and affordable way to showcase Avon Motorcycle Tyres at the SEMA Show. I would highly recommend it to those in the industry who want to test the waters and get their name in front of more than 100,000 attendees.” 

—Don Sneddon, Avon Motorcycle Tyres NA

"The Powersports kiosk was a great tool for introducing our new powersports product line at the SEMA Show without having to buy an entire separate booth. We found the kiosk to be very useful and powerful in a 'self-contained unit.' Great idea for someone to broaden their footprint at the Show overall." 

—Brian Paravicini, AIRAID Filter Co.

Reach 15,000 Buyers Interested in Powersports Products

Thu, 07/19/2012 - 12:08

	SEMA's Manufacturer Kiosk Program is only open to manufacturers of powersports products who are already exhibiting in one of the SEMA Show's 11 other sections.

SEMA will once again offer the Manufacturer Kiosk Program in the Powersports & Utility Vehicles section of the 2012 SEMA Show. The kiosk program is only open to manufacturers of powersports products who are already exhibiting in one of the SEMA Show's 11 other sections. It's an inexpensive, turnkey approach to showcase your powersports product line to the right buyers in the right place.

For only $499, you can buy a kiosk that will be located in the Powersports & Utility Vehicle section in upper South Hall, while maintaining your primary booth in the Show. The kiosk will display your branding and marketing materials to the more than 15,000 powersports dealers and retailers interested in powersports products. You even have the opportunity to place a motorcycle, dirt bike, UTV, ATV or side-by-side right in front of your kiosk, showcasing your product the way it is intended to be used.  

The kiosk program is a great opportunity to increase awareness and efficiently market your powersports products to powersports dealers and retailers in the most logical and appropriate area of the Show.   But don't wait, kiosk availability is limited. Reserve your kiosk today. If you have any questions, please contact Rebecca Mitchell at 702-216-5851 or rmitchell@convexx.com.

Here's what a couple of exhibitors who participated in the program at last year's Show had to say:

“The Powersports Kiosk offered us an easy and affordable way to showcase Avon Motorcycle Tyres at the SEMA Show. I would highly recommend it to those in the industry who want to test the waters and get their name in front of more than 100,000 attendees.” 

—Don Sneddon, Avon Motorcycle Tyres NA

"The Powersports kiosk was a great tool for introducing our new powersports product line at the SEMA Show without having to buy an entire separate booth. We found the kiosk to be very useful and powerful in a 'self-contained unit.' Great idea for someone to broaden their footprint at the Show overall." 

—Brian Paravicini, AIRAID Filter Co.

Reach 15,000 Buyers Interested in Powersports Products

Thu, 07/19/2012 - 12:08

	SEMA's Manufacturer Kiosk Program is only open to manufacturers of powersports products who are already exhibiting in one of the SEMA Show's 11 other sections.

SEMA will once again offer the Manufacturer Kiosk Program in the Powersports & Utility Vehicles section of the 2012 SEMA Show. The kiosk program is only open to manufacturers of powersports products who are already exhibiting in one of the SEMA Show's 11 other sections. It's an inexpensive, turnkey approach to showcase your powersports product line to the right buyers in the right place.

For only $499, you can buy a kiosk that will be located in the Powersports & Utility Vehicle section in upper South Hall, while maintaining your primary booth in the Show. The kiosk will display your branding and marketing materials to the more than 15,000 powersports dealers and retailers interested in powersports products. You even have the opportunity to place a motorcycle, dirt bike, UTV, ATV or side-by-side right in front of your kiosk, showcasing your product the way it is intended to be used.  

The kiosk program is a great opportunity to increase awareness and efficiently market your powersports products to powersports dealers and retailers in the most logical and appropriate area of the Show.   But don't wait, kiosk availability is limited. Reserve your kiosk today. If you have any questions, please contact Rebecca Mitchell at 702-216-5851 or rmitchell@convexx.com.

Here's what a couple of exhibitors who participated in the program at last year's Show had to say:

“The Powersports Kiosk offered us an easy and affordable way to showcase Avon Motorcycle Tyres at the SEMA Show. I would highly recommend it to those in the industry who want to test the waters and get their name in front of more than 100,000 attendees.” 

—Don Sneddon, Avon Motorcycle Tyres NA

"The Powersports kiosk was a great tool for introducing our new powersports product line at the SEMA Show without having to buy an entire separate booth. We found the kiosk to be very useful and powerful in a 'self-contained unit.' Great idea for someone to broaden their footprint at the Show overall." 

—Brian Paravicini, AIRAID Filter Co.

NHRA: Mopar Mile-High Nationals Set to Kick Off the Swing

Thu, 07/19/2012 - 11:28

NEWS NUGGETS

MOPAR MILE-HIGH NHRA NATIONALS SET TO KICK OFF THE SWING: The traditional three-week NHRA Full Throttle Drag Racing Series Western Swing kicks off at Bandimere Speedway with the 33rd annual Mopar Mile-High NHRA Nationals, July 20–22. The 13th of 23 events in the 2012 NHRA Full Throttle Drag Racing Series marks the middle of the season and the deal breaker to qualify for the Countdown to the Championship—the NHRA’s playoffs. Drivers in all four categories—Top Fuel, Funny Car, Pro Stock and Pro Stock Motorcycle—will race to the top of the mountain. The Full Throttle teams travel high and deep into the Rocky Mountains to more than 5,800 ft., where the altitude affects everything from engine tune-ups to aerodynamics, to begin the Western Swing. Crews must make changes to established power-making combinations and battle lack of downforce to tackle the environs. The event is a testament to the skill and adaptability of the racers.

In addition to the racing action, a host of activities will be held in celebration of the 33rd annual Mopar Mile-High NHRA Nationals. On Thursday, July 19, fans are invited to attend the Mopar Block Party in downtown Golden, Colorado, from 6:00 p.m.–11:00 p.m., featuring a live band, car displays and a driver autograph session. On Saturday before racing, the Go Red for Women Track Walk will begin at 8:30 a.m. to bring awareness to heart disease (www.goredforwomen.org). This experience gives fans the chance to walk the same track where NHRA drivers compete at speeds of 300 mph and be joined by NHRA racers. The event is free for all Saturday ticket holders. For tickets, call 800-664-UWIN (8946) or log on to Bandimere.com.

GOODYEAR GIVES BACK, JOINS FORCES WITH THE NHRA TO SUPPORT THE TROOPS: Goodyear Tire & Rubber Co.—exclusive tire supplier of NHRA’s Top Fuel and Funny Car classes—is honoring and supporting U.S. armed forces with the launch of the Goodyear Gives Back campaign—a fundraising effort designed to generate support for the U.S. armed forces and their families who make sacrifices to protect Americans’ freedom. A number of initiatives are part of this year’s program, including at-track activities and the launch of Goodyear.com/GivesBack. To kick off this year’s program, Goodyear is leading the way with its own donation to the Support Our Troops organization.

During the Goodyear Gives Back event from July 1 through August 31, Goodyear will donate $1 per select Goodyear tire sold to Support Our Troops. In the past two years, contributions generated through the Goodyear effort have amounted to nearly $400,000 in cash and product and have benefited U.S. servicemen and servicewomen directly and through the programs operated by Support Our Troops. This nonprofit nationwide organization works to bolster the morale and well-being of America’s troops and their families by delivering more than $20 million per year in care packs and requested items to the front lines, providing positive support at home and kids’ camp assistance and more. Consumers and race fans can get involved in this year’s Goodyear Gives Back campaign by logging on to Goodyear.com/GivesBack and bidding on authentic, race-used Goodyear NHRA and NASCAR tires autographed by drivers who used them in races as well as other unique items, including authentic motorsports experiences and memorabilia. All proceeds will go directly to Support Our Troops.

ERIC MEDLEN NITRO NIGHT PLANNED FOR SONOMA: Infineon Raceway will honor the memory of the late Eric Medlen during the fifth annual AutoTrader.com Eric Medlen Nitro Night Charity Dinner at Stone Tree Golf Club, Thursday, July 28. Medlen, a native of Oakdale, California, in the San Joaquin Valley, won the Funny Car title at Infineon Raceway—his home track—in 2006. He succumbed in March 2007 to injuries sustained from a testing accident. Medlen was a member of John Force Racing. Funny Car drivers Jack Beckman (Aaron’s/Valvoline Dodge), Ron Capps (NAPA Auto Parts Dodge) and Melanie Troxel (ProCare Rx Toyota) will attend, as will Top Fuel drivers Morgan Lucas (GEICO/Lucas Oil dragster) and Shawn Langdon (Lucas Oil/Speedco dragster). The event will be hosted for the second consecutive year at Stone Tree Golf Club, which is less than five miles from Infineon Raceway in Novato, providing easy access for fans and race teams. Nitro Night also serves as a kickoff to the FRAM/Autolite NHRA Nationals at Infineon Raceway July 29–31. This year’s event marks the series’ 24th annual visit to the Sonoma Valley and will feature professional competition in the Top Fuel, Funny Car, Pro Stock and Pro Stock Motorcycle classes. To reserve your seat for the dinner, contact Denise Silver, 707-933-3950 or dsilver@infineonraceway.com.

COMING ATTRACTIONS

MOPAR MILE-HIGH NHRA NATIONALS, BANDIMERE SPEEDWAY, July 20–22: The NHRA Full Throttle Drag Racing Series makes its 13th stop of 23 events in the 2012 season, and drivers in Top Fuel, Funny Car, Pro Stock and Pro Stock Motorcycle will earn points in the battles for the NHRA Full Throttle Drag Racing Series world championships. The 2011 winners are Spencer Massey (Top Fuel), John Force (Funny Car), Mike Edwards (Pro Stock) and Karen Stoffer (Pro Stock Motorcycle). For tickets, call 800-664-UWIN (8946) or log on to Bandimere.com.

NHRA SONOMA NATIONALS, SONOMA, July 27–29: The NHRA Full Throttle Drag Racing Series makes its 14th stop of 23 events in the 2012 season in the San Francisco Bay area of Northern California, and drivers in Top Fuel, Funny Car, Pro Stock and Pro Stock Motorcycle will earn points in the battles for the NHRA Full Throttle Drag Racing Series world championships. The 2011 winners were Antron Brown (Top Fuel), Ron Capps (Funny Car), Greg Anderson (Pro Stock) and LE Tonglet (Pro Stock Motorcycle). For tickets, call 800-870-RACE (7223) or log on to RaceSonoma.com.

O’REILLY AUTO PARTS NHRA NORTHWEST NATIONALS, PACIFIC RACEWAYS, August 3–5: The NHRA Full Throttle Drag Racing Series makes its 15th stop of 23 events in the 2012 season in the Northwest, and drivers in Top Fuel, Funny Car, Pro Stock and Pro Stock Motorcycle will earn points in the battles for the NHRA Full Throttle Drag Racing Series world championships. The 2011 winners were Del Worsham (Top Fuel), Tim Wilkerson (Funny Car) and Jason Line (Pro Stock). For tickets, call 800-884-NHRA (6472) or log on to NHRATix.com.

HE SAID, SHE SAID

Shawn Langdon in 1997.

LANGDON READY FOR DENVER, SITE OF SUCCESS SINCE BEING A JR. DRAG RACER: Shawn Langdon is still looking for that elusive first win in Top Fuel, and he really is hoping that it comes at the next NHRA event—the Mopar Mile-High NHRA Nationals in Denver, as the NHRA returns to Bandimere Speedway, where Langdon and his family have had a lot of success.

“I’m always excited to go Denver because I won my first NHRA national championship there in the Jr. Dragster class in 1997, so for me, going back to Bandimere Speedway always gives me a special feeling because of all the good memories I have there. Plus, the Bandimere family always puts on a great show; they have a great track, and it’s always an exciting event for me. I was also there when my dad won the Super Gas title in 1985, so it’s just one of those tracks where you just get that special feeling when you roll into the gate.”

INSIDE THE NUMBERS

5: JUST FIVE RACES BEFORE COUNTDOWN TO THE CHAMPIONSHIP: With only five races remaining in the NHRA regular season, it is crunch time for those wanting to make the Countdown, especially those on the outside looking in, including reigning Funny Car world champ Matt Hagan, rookie Alexis DeJoria and veteran Tim Wilkerson in Funny Car; Clay Millican and Bob Vandergriff, who are tied for 10th in Top Fuel, and Terry McMillen, who is right behind them; four-time Pro Stock world champ Jeg Coughlin Jr. is in 11th in that category, just four points out of 10th; and rookie Pro Stock Motorcycle rider John Hall and veteran Steve Johnson are looking to earn a berth to the Countdown in the final stretch of the regular season.

DID YOU KNOW…

ONE SPOT LEFT IN TOP FUEL NHRA TRAXXAS NITRO SHOOTOUT: The first six different NHRA winners in both Top Fuel and Funny Car are guaranteed starting spots in the NHRA Traxxas Nitro Shootouts, but the seventh winner also has a good shot at qualifying for the $100,000 bonus race at Indy, presuming that the points leader after Brainerd has won an event, which is likely, although not guaranteed, at this point in the season. With one position left in Top Fuel and only four races remaining, it begs the question of who will be the potential seventh qualifier for the NHRA Traxxas Nitro Shootout. Qualified drivers in Top Fuel are Spencer Massey, Antron Brown, Steve Torrence, Morgan Lucas, Tony Schumacher and David Grubnic. Qualified drivers in Funny Car are John Force, Robert Hight, Mike Neff, Jack Beckman, Ron Capps and Johnny Gray. The seventh winner in Funny Car is Jeff Arend. The eighth and final position in both Top Fuel and Funny Car will be chosen by a fan vote that goes live August 20, followed by a weighted lottery August 29.

SEMA News—July 2012

Winning POP Displays