SEMA News—September 2012

INTERNET
By Joe Dysart

Game Change

Mobile to Be Most Popular Device for E-mail by Close of 2012

While the tech world is riddled with paradigm shifts, the latest is a doozy: By the close of 2012, mobile devices will overtake PCs as the most popular devices for reading e-mail. That fast-approaching upheaval is expected to be a brain-rattler for marketers who will be forced to reconfigure their marketing e-mails to fit much smaller devices, which take longer to download e-mail—especially when those messages are laden with bloated multimedia.

“The future of computing is mobile,” said Matt Blumberg, CEO of Return Path, an e-mail marketing services company. “More and more people are using smartphones and tablets and are moving away from PCs and desktops.”

Melonie Dodaro agreed with the statement. “Everything in your online marketing should be mobile-friendly,” said the social media specialist for Top Dog Social Media.

Return Path uncovered the coming dominance of mobile after analyzing e-mails from nearly 500 clients from October 2011 to March 2012. Its Campaign Insight tool, which tracks the platforms and e-mail programs that subscribers use to read e-mail, was integral to the projection.

“Marketers that don’t have the basic data they need to figure out their mobile strategy will likely lose out,” Blumberg said.

Driving the change are mobile Apple devices, such as the iPad and iPhone, which accounted for 85% of all e-mail opens on mobile devices during the study period. “E-mail readership on the iPad has increased 53.6% year over year,” Blumberg said.

“Mobile devices offer extreme simplicity: instant on, instant availability and a very common user interface,” said Paul Mansfield, president of Paul Mansfield Consulting, a tech consulting firm.

Said Jennifer Ellis, vice president of Freedman Consulting, another tech consulting firm: “If someone is running late, I don’t have to waste time. I don’t routinely carry my laptop, but I always have my phone.”

Indeed, mobile device penetration in the United States is so pervasive that it’s already at more than 100% of the population, according to an April 2012 report released by eMarketer, a tech market research firm. How can that be? Quite simply, mobile is so popular that many people own more than one mobile computing device.

“This growth is largely thanks to the popularity of tablets,” eMarketer’s researchers wrote.

Smartphones in particular are on a tear. By the close of 2012, 192 million Americans will be using smartphones—100 million more than were using smartphones by the close of 2011, according to eMarketer. Ironically, the continuing rise of mobile will actually signal a step back in e-mail marketing, at least for the short term. Confronted with less digital real estate, marketers will once again need to rely more on text and less on multimedia. And they’ll have to put together messages that are much more concise than those currently being read on 24-in. PC screens. The bonus is that mobile-friendly marketing messages, once reconfigured, will also be a perfect fit for Facebook’s messaging platform, which currently displays the text version of any e-mail by default.

Below are some specific tactics you can use to adapt to the game change, as recommended by e-mail marketing firm Responsys as well as other experts:

Get a Precise Read on the Tech Your Subscribers Are Using: If you’ve outsourced your e-mail distribution, there’s a good chance that your service provider can give you a percentage breakdown on the kind of devices your subscribers use to read e-mail. For those on leaner budgets, a survey of your subscribers might do the trick. SurveyMonkey, for example, offers survey services ranging from free to $780 annually.

Offer a “View on Mobile” Link: Mobile users who are well-acquainted with the agony of attempting to read a “designed-for-PC” e-mail will welcome a link they can click that leads to a text version—or at least a “lite” version—of your e-mail.

	“Everything in your online marketing should be mobile-friendly,” said Melonie Dodaro, social media specialist with Top Dog Social Media.

Reduce E-mail Width to 640 Pixels or Less: Skinnier margins on e-mails have been shown to increase user interaction and click-throughs on mobile devices, according to Responsys. Moreover, if you can live with a very skinny margin of, say, 320 pixels, you can be assured that your message can also be read on tiny screens held vertically.

Shoot for a 20K File Size: Granted, such austerity will elicit groans from e-marketing staffs. But if you’re at least shooting for a 20K message size, your designers will be forced to focus on the new reality. The old saw, “No one reads a pretty message that takes forever to download,” has never been more true.

Offer a PC-Friendly Version Where Applicable: Many mobile users peek at e-mails they intend to study later, when they’re at their PCs. If you’ve got a feature-rich version of your marketing e-mail for the PC, label it as such, and offer a look-at-it-later link in the mobile version of your message.

Offer Generous-Sized, Call-to-Action Buttons: You should get more click-throughs if the call-to-action button in your e-mail—i.e., “buy this,” “download this report,” “click-to-call,” etc.—is 45 pixels. This size ensures that people can tap your call-to-action buttons with their fingers very easily, even if they’re juggling a Starbucks latté with their other hand.

Reconfigure Website Landing Pages to be Mobile Friendly: Anyone who clicks on your e-mail should be greeted with a mobile-friendly web landing page that downloads like quicksilver. In practice, this means narrowing the widths of such pages and keeping copy and advertising on such pages brief. You’ll also want to remove Flash from designed-for-mobile landing pages, since the iPhone, iPod Touch and BlackBerry do not support Flash. And while Android theoretically supports Flash, the reality is that working with the format on a mobile Android device can be vexing.

Offer Mobile App Links in Your Marketing E-mails: A link to any mobile app related to your marketing e-mail just makes sense.

Use the Migration to Completely Overhaul Your E-Marketing: While you’re at it, you may want to brush up on all the other latest tactics e-mail marketers are using. A good, free 25-page guide is available by Googling: “Email Design & Coding Recommendations.”

Joe Dysart is an Internet speaker and business consultant based in Manhattan.
646-233-4089
joe@joedysart.com
www.joedysart.com

SEMA News—September 2012

INTERNET
By Joe Dysart

Game Change

Mobile to Be Most Popular Device for E-mail by Close of 2012

While the tech world is riddled with paradigm shifts, the latest is a doozy: By the close of 2012, mobile devices will overtake PCs as the most popular devices for reading e-mail. That fast-approaching upheaval is expected to be a brain-rattler for marketers who will be forced to reconfigure their marketing e-mails to fit much smaller devices, which take longer to download e-mail—especially when those messages are laden with bloated multimedia.

“The future of computing is mobile,” said Matt Blumberg, CEO of Return Path, an e-mail marketing services company. “More and more people are using smartphones and tablets and are moving away from PCs and desktops.”

Melonie Dodaro agreed with the statement. “Everything in your online marketing should be mobile-friendly,” said the social media specialist for Top Dog Social Media.

Return Path uncovered the coming dominance of mobile after analyzing e-mails from nearly 500 clients from October 2011 to March 2012. Its Campaign Insight tool, which tracks the platforms and e-mail programs that subscribers use to read e-mail, was integral to the projection.

“Marketers that don’t have the basic data they need to figure out their mobile strategy will likely lose out,” Blumberg said.

Driving the change are mobile Apple devices, such as the iPad and iPhone, which accounted for 85% of all e-mail opens on mobile devices during the study period. “E-mail readership on the iPad has increased 53.6% year over year,” Blumberg said.

“Mobile devices offer extreme simplicity: instant on, instant availability and a very common user interface,” said Paul Mansfield, president of Paul Mansfield Consulting, a tech consulting firm.

Said Jennifer Ellis, vice president of Freedman Consulting, another tech consulting firm: “If someone is running late, I don’t have to waste time. I don’t routinely carry my laptop, but I always have my phone.”

Indeed, mobile device penetration in the United States is so pervasive that it’s already at more than 100% of the population, according to an April 2012 report released by eMarketer, a tech market research firm. How can that be? Quite simply, mobile is so popular that many people own more than one mobile computing device.

“This growth is largely thanks to the popularity of tablets,” eMarketer’s researchers wrote.

Smartphones in particular are on a tear. By the close of 2012, 192 million Americans will be using smartphones—100 million more than were using smartphones by the close of 2011, according to eMarketer. Ironically, the continuing rise of mobile will actually signal a step back in e-mail marketing, at least for the short term. Confronted with less digital real estate, marketers will once again need to rely more on text and less on multimedia. And they’ll have to put together messages that are much more concise than those currently being read on 24-in. PC screens. The bonus is that mobile-friendly marketing messages, once reconfigured, will also be a perfect fit for Facebook’s messaging platform, which currently displays the text version of any e-mail by default.

Below are some specific tactics you can use to adapt to the game change, as recommended by e-mail marketing firm Responsys as well as other experts:

Get a Precise Read on the Tech Your Subscribers Are Using: If you’ve outsourced your e-mail distribution, there’s a good chance that your service provider can give you a percentage breakdown on the kind of devices your subscribers use to read e-mail. For those on leaner budgets, a survey of your subscribers might do the trick. SurveyMonkey, for example, offers survey services ranging from free to $780 annually.

Offer a “View on Mobile” Link: Mobile users who are well-acquainted with the agony of attempting to read a “designed-for-PC” e-mail will welcome a link they can click that leads to a text version—or at least a “lite” version—of your e-mail.

	“Everything in your online marketing should be mobile-friendly,” said Melonie Dodaro, social media specialist with Top Dog Social Media.

Reduce E-mail Width to 640 Pixels or Less: Skinnier margins on e-mails have been shown to increase user interaction and click-throughs on mobile devices, according to Responsys. Moreover, if you can live with a very skinny margin of, say, 320 pixels, you can be assured that your message can also be read on tiny screens held vertically.

Shoot for a 20K File Size: Granted, such austerity will elicit groans from e-marketing staffs. But if you’re at least shooting for a 20K message size, your designers will be forced to focus on the new reality. The old saw, “No one reads a pretty message that takes forever to download,” has never been more true.

Offer a PC-Friendly Version Where Applicable: Many mobile users peek at e-mails they intend to study later, when they’re at their PCs. If you’ve got a feature-rich version of your marketing e-mail for the PC, label it as such, and offer a look-at-it-later link in the mobile version of your message.

Offer Generous-Sized, Call-to-Action Buttons: You should get more click-throughs if the call-to-action button in your e-mail—i.e., “buy this,” “download this report,” “click-to-call,” etc.—is 45 pixels. This size ensures that people can tap your call-to-action buttons with their fingers very easily, even if they’re juggling a Starbucks latté with their other hand.

Reconfigure Website Landing Pages to be Mobile Friendly: Anyone who clicks on your e-mail should be greeted with a mobile-friendly web landing page that downloads like quicksilver. In practice, this means narrowing the widths of such pages and keeping copy and advertising on such pages brief. You’ll also want to remove Flash from designed-for-mobile landing pages, since the iPhone, iPod Touch and BlackBerry do not support Flash. And while Android theoretically supports Flash, the reality is that working with the format on a mobile Android device can be vexing.

Offer Mobile App Links in Your Marketing E-mails: A link to any mobile app related to your marketing e-mail just makes sense.

Use the Migration to Completely Overhaul Your E-Marketing: While you’re at it, you may want to brush up on all the other latest tactics e-mail marketers are using. A good, free 25-page guide is available by Googling: “Email Design & Coding Recommendations.”

Joe Dysart is an Internet speaker and business consultant based in Manhattan.
646-233-4089
joe@joedysart.com
www.joedysart.com

SEMA News—September 2012

INTERNET
By Joe Dysart

Game Change

Mobile to Be Most Popular Device for E-mail by Close of 2012

While the tech world is riddled with paradigm shifts, the latest is a doozy: By the close of 2012, mobile devices will overtake PCs as the most popular devices for reading e-mail. That fast-approaching upheaval is expected to be a brain-rattler for marketers who will be forced to reconfigure their marketing e-mails to fit much smaller devices, which take longer to download e-mail—especially when those messages are laden with bloated multimedia.

“The future of computing is mobile,” said Matt Blumberg, CEO of Return Path, an e-mail marketing services company. “More and more people are using smartphones and tablets and are moving away from PCs and desktops.”

Melonie Dodaro agreed with the statement. “Everything in your online marketing should be mobile-friendly,” said the social media specialist for Top Dog Social Media.

Return Path uncovered the coming dominance of mobile after analyzing e-mails from nearly 500 clients from October 2011 to March 2012. Its Campaign Insight tool, which tracks the platforms and e-mail programs that subscribers use to read e-mail, was integral to the projection.

“Marketers that don’t have the basic data they need to figure out their mobile strategy will likely lose out,” Blumberg said.

Driving the change are mobile Apple devices, such as the iPad and iPhone, which accounted for 85% of all e-mail opens on mobile devices during the study period. “E-mail readership on the iPad has increased 53.6% year over year,” Blumberg said.

“Mobile devices offer extreme simplicity: instant on, instant availability and a very common user interface,” said Paul Mansfield, president of Paul Mansfield Consulting, a tech consulting firm.

Said Jennifer Ellis, vice president of Freedman Consulting, another tech consulting firm: “If someone is running late, I don’t have to waste time. I don’t routinely carry my laptop, but I always have my phone.”

Indeed, mobile device penetration in the United States is so pervasive that it’s already at more than 100% of the population, according to an April 2012 report released by eMarketer, a tech market research firm. How can that be? Quite simply, mobile is so popular that many people own more than one mobile computing device.

“This growth is largely thanks to the popularity of tablets,” eMarketer’s researchers wrote.

Smartphones in particular are on a tear. By the close of 2012, 192 million Americans will be using smartphones—100 million more than were using smartphones by the close of 2011, according to eMarketer. Ironically, the continuing rise of mobile will actually signal a step back in e-mail marketing, at least for the short term. Confronted with less digital real estate, marketers will once again need to rely more on text and less on multimedia. And they’ll have to put together messages that are much more concise than those currently being read on 24-in. PC screens. The bonus is that mobile-friendly marketing messages, once reconfigured, will also be a perfect fit for Facebook’s messaging platform, which currently displays the text version of any e-mail by default.

Below are some specific tactics you can use to adapt to the game change, as recommended by e-mail marketing firm Responsys as well as other experts:

Get a Precise Read on the Tech Your Subscribers Are Using: If you’ve outsourced your e-mail distribution, there’s a good chance that your service provider can give you a percentage breakdown on the kind of devices your subscribers use to read e-mail. For those on leaner budgets, a survey of your subscribers might do the trick. SurveyMonkey, for example, offers survey services ranging from free to $780 annually.

Offer a “View on Mobile” Link: Mobile users who are well-acquainted with the agony of attempting to read a “designed-for-PC” e-mail will welcome a link they can click that leads to a text version—or at least a “lite” version—of your e-mail.

	“Everything in your online marketing should be mobile-friendly,” said Melonie Dodaro, social media specialist with Top Dog Social Media.

Reduce E-mail Width to 640 Pixels or Less: Skinnier margins on e-mails have been shown to increase user interaction and click-throughs on mobile devices, according to Responsys. Moreover, if you can live with a very skinny margin of, say, 320 pixels, you can be assured that your message can also be read on tiny screens held vertically.

Shoot for a 20K File Size: Granted, such austerity will elicit groans from e-marketing staffs. But if you’re at least shooting for a 20K message size, your designers will be forced to focus on the new reality. The old saw, “No one reads a pretty message that takes forever to download,” has never been more true.

Offer a PC-Friendly Version Where Applicable: Many mobile users peek at e-mails they intend to study later, when they’re at their PCs. If you’ve got a feature-rich version of your marketing e-mail for the PC, label it as such, and offer a look-at-it-later link in the mobile version of your message.

Offer Generous-Sized, Call-to-Action Buttons: You should get more click-throughs if the call-to-action button in your e-mail—i.e., “buy this,” “download this report,” “click-to-call,” etc.—is 45 pixels. This size ensures that people can tap your call-to-action buttons with their fingers very easily, even if they’re juggling a Starbucks latté with their other hand.

Reconfigure Website Landing Pages to be Mobile Friendly: Anyone who clicks on your e-mail should be greeted with a mobile-friendly web landing page that downloads like quicksilver. In practice, this means narrowing the widths of such pages and keeping copy and advertising on such pages brief. You’ll also want to remove Flash from designed-for-mobile landing pages, since the iPhone, iPod Touch and BlackBerry do not support Flash. And while Android theoretically supports Flash, the reality is that working with the format on a mobile Android device can be vexing.

Offer Mobile App Links in Your Marketing E-mails: A link to any mobile app related to your marketing e-mail just makes sense.

Use the Migration to Completely Overhaul Your E-Marketing: While you’re at it, you may want to brush up on all the other latest tactics e-mail marketers are using. A good, free 25-page guide is available by Googling: “Email Design & Coding Recommendations.”

Joe Dysart is an Internet speaker and business consultant based in Manhattan.
646-233-4089
joe@joedysart.com
www.joedysart.com

SEMA News—September 2012

INTERNET
By Joe Dysart

Game Change

Mobile to Be Most Popular Device for E-mail by Close of 2012

While the tech world is riddled with paradigm shifts, the latest is a doozy: By the close of 2012, mobile devices will overtake PCs as the most popular devices for reading e-mail. That fast-approaching upheaval is expected to be a brain-rattler for marketers who will be forced to reconfigure their marketing e-mails to fit much smaller devices, which take longer to download e-mail—especially when those messages are laden with bloated multimedia.

“The future of computing is mobile,” said Matt Blumberg, CEO of Return Path, an e-mail marketing services company. “More and more people are using smartphones and tablets and are moving away from PCs and desktops.”

Melonie Dodaro agreed with the statement. “Everything in your online marketing should be mobile-friendly,” said the social media specialist for Top Dog Social Media.

Return Path uncovered the coming dominance of mobile after analyzing e-mails from nearly 500 clients from October 2011 to March 2012. Its Campaign Insight tool, which tracks the platforms and e-mail programs that subscribers use to read e-mail, was integral to the projection.

“Marketers that don’t have the basic data they need to figure out their mobile strategy will likely lose out,” Blumberg said.

Driving the change are mobile Apple devices, such as the iPad and iPhone, which accounted for 85% of all e-mail opens on mobile devices during the study period. “E-mail readership on the iPad has increased 53.6% year over year,” Blumberg said.

“Mobile devices offer extreme simplicity: instant on, instant availability and a very common user interface,” said Paul Mansfield, president of Paul Mansfield Consulting, a tech consulting firm.

Said Jennifer Ellis, vice president of Freedman Consulting, another tech consulting firm: “If someone is running late, I don’t have to waste time. I don’t routinely carry my laptop, but I always have my phone.”

Indeed, mobile device penetration in the United States is so pervasive that it’s already at more than 100% of the population, according to an April 2012 report released by eMarketer, a tech market research firm. How can that be? Quite simply, mobile is so popular that many people own more than one mobile computing device.

“This growth is largely thanks to the popularity of tablets,” eMarketer’s researchers wrote.

Smartphones in particular are on a tear. By the close of 2012, 192 million Americans will be using smartphones—100 million more than were using smartphones by the close of 2011, according to eMarketer. Ironically, the continuing rise of mobile will actually signal a step back in e-mail marketing, at least for the short term. Confronted with less digital real estate, marketers will once again need to rely more on text and less on multimedia. And they’ll have to put together messages that are much more concise than those currently being read on 24-in. PC screens. The bonus is that mobile-friendly marketing messages, once reconfigured, will also be a perfect fit for Facebook’s messaging platform, which currently displays the text version of any e-mail by default.

Below are some specific tactics you can use to adapt to the game change, as recommended by e-mail marketing firm Responsys as well as other experts:

Get a Precise Read on the Tech Your Subscribers Are Using: If you’ve outsourced your e-mail distribution, there’s a good chance that your service provider can give you a percentage breakdown on the kind of devices your subscribers use to read e-mail. For those on leaner budgets, a survey of your subscribers might do the trick. SurveyMonkey, for example, offers survey services ranging from free to $780 annually.

Offer a “View on Mobile” Link: Mobile users who are well-acquainted with the agony of attempting to read a “designed-for-PC” e-mail will welcome a link they can click that leads to a text version—or at least a “lite” version—of your e-mail.

	“Everything in your online marketing should be mobile-friendly,” said Melonie Dodaro, social media specialist with Top Dog Social Media.

Reduce E-mail Width to 640 Pixels or Less: Skinnier margins on e-mails have been shown to increase user interaction and click-throughs on mobile devices, according to Responsys. Moreover, if you can live with a very skinny margin of, say, 320 pixels, you can be assured that your message can also be read on tiny screens held vertically.

Shoot for a 20K File Size: Granted, such austerity will elicit groans from e-marketing staffs. But if you’re at least shooting for a 20K message size, your designers will be forced to focus on the new reality. The old saw, “No one reads a pretty message that takes forever to download,” has never been more true.

Offer a PC-Friendly Version Where Applicable: Many mobile users peek at e-mails they intend to study later, when they’re at their PCs. If you’ve got a feature-rich version of your marketing e-mail for the PC, label it as such, and offer a look-at-it-later link in the mobile version of your message.

Offer Generous-Sized, Call-to-Action Buttons: You should get more click-throughs if the call-to-action button in your e-mail—i.e., “buy this,” “download this report,” “click-to-call,” etc.—is 45 pixels. This size ensures that people can tap your call-to-action buttons with their fingers very easily, even if they’re juggling a Starbucks latté with their other hand.

Reconfigure Website Landing Pages to be Mobile Friendly: Anyone who clicks on your e-mail should be greeted with a mobile-friendly web landing page that downloads like quicksilver. In practice, this means narrowing the widths of such pages and keeping copy and advertising on such pages brief. You’ll also want to remove Flash from designed-for-mobile landing pages, since the iPhone, iPod Touch and BlackBerry do not support Flash. And while Android theoretically supports Flash, the reality is that working with the format on a mobile Android device can be vexing.

Offer Mobile App Links in Your Marketing E-mails: A link to any mobile app related to your marketing e-mail just makes sense.

Use the Migration to Completely Overhaul Your E-Marketing: While you’re at it, you may want to brush up on all the other latest tactics e-mail marketers are using. A good, free 25-page guide is available by Googling: “Email Design & Coding Recommendations.”

Joe Dysart is an Internet speaker and business consultant based in Manhattan.
646-233-4089
joe@joedysart.com
www.joedysart.com

SEMA News—September 2012

INTERNET
By Joe Dysart

Game Change

Mobile to Be Most Popular Device for E-mail by Close of 2012

While the tech world is riddled with paradigm shifts, the latest is a doozy: By the close of 2012, mobile devices will overtake PCs as the most popular devices for reading e-mail. That fast-approaching upheaval is expected to be a brain-rattler for marketers who will be forced to reconfigure their marketing e-mails to fit much smaller devices, which take longer to download e-mail—especially when those messages are laden with bloated multimedia.

“The future of computing is mobile,” said Matt Blumberg, CEO of Return Path, an e-mail marketing services company. “More and more people are using smartphones and tablets and are moving away from PCs and desktops.”

Melonie Dodaro agreed with the statement. “Everything in your online marketing should be mobile-friendly,” said the social media specialist for Top Dog Social Media.

Return Path uncovered the coming dominance of mobile after analyzing e-mails from nearly 500 clients from October 2011 to March 2012. Its Campaign Insight tool, which tracks the platforms and e-mail programs that subscribers use to read e-mail, was integral to the projection.

“Marketers that don’t have the basic data they need to figure out their mobile strategy will likely lose out,” Blumberg said.

Driving the change are mobile Apple devices, such as the iPad and iPhone, which accounted for 85% of all e-mail opens on mobile devices during the study period. “E-mail readership on the iPad has increased 53.6% year over year,” Blumberg said.

“Mobile devices offer extreme simplicity: instant on, instant availability and a very common user interface,” said Paul Mansfield, president of Paul Mansfield Consulting, a tech consulting firm.

Said Jennifer Ellis, vice president of Freedman Consulting, another tech consulting firm: “If someone is running late, I don’t have to waste time. I don’t routinely carry my laptop, but I always have my phone.”

Indeed, mobile device penetration in the United States is so pervasive that it’s already at more than 100% of the population, according to an April 2012 report released by eMarketer, a tech market research firm. How can that be? Quite simply, mobile is so popular that many people own more than one mobile computing device.

“This growth is largely thanks to the popularity of tablets,” eMarketer’s researchers wrote.

Smartphones in particular are on a tear. By the close of 2012, 192 million Americans will be using smartphones—100 million more than were using smartphones by the close of 2011, according to eMarketer. Ironically, the continuing rise of mobile will actually signal a step back in e-mail marketing, at least for the short term. Confronted with less digital real estate, marketers will once again need to rely more on text and less on multimedia. And they’ll have to put together messages that are much more concise than those currently being read on 24-in. PC screens. The bonus is that mobile-friendly marketing messages, once reconfigured, will also be a perfect fit for Facebook’s messaging platform, which currently displays the text version of any e-mail by default.

Below are some specific tactics you can use to adapt to the game change, as recommended by e-mail marketing firm Responsys as well as other experts:

Get a Precise Read on the Tech Your Subscribers Are Using: If you’ve outsourced your e-mail distribution, there’s a good chance that your service provider can give you a percentage breakdown on the kind of devices your subscribers use to read e-mail. For those on leaner budgets, a survey of your subscribers might do the trick. SurveyMonkey, for example, offers survey services ranging from free to $780 annually.

Offer a “View on Mobile” Link: Mobile users who are well-acquainted with the agony of attempting to read a “designed-for-PC” e-mail will welcome a link they can click that leads to a text version—or at least a “lite” version—of your e-mail.

	“Everything in your online marketing should be mobile-friendly,” said Melonie Dodaro, social media specialist with Top Dog Social Media.

Reduce E-mail Width to 640 Pixels or Less: Skinnier margins on e-mails have been shown to increase user interaction and click-throughs on mobile devices, according to Responsys. Moreover, if you can live with a very skinny margin of, say, 320 pixels, you can be assured that your message can also be read on tiny screens held vertically.

Shoot for a 20K File Size: Granted, such austerity will elicit groans from e-marketing staffs. But if you’re at least shooting for a 20K message size, your designers will be forced to focus on the new reality. The old saw, “No one reads a pretty message that takes forever to download,” has never been more true.

Offer a PC-Friendly Version Where Applicable: Many mobile users peek at e-mails they intend to study later, when they’re at their PCs. If you’ve got a feature-rich version of your marketing e-mail for the PC, label it as such, and offer a look-at-it-later link in the mobile version of your message.

Offer Generous-Sized, Call-to-Action Buttons: You should get more click-throughs if the call-to-action button in your e-mail—i.e., “buy this,” “download this report,” “click-to-call,” etc.—is 45 pixels. This size ensures that people can tap your call-to-action buttons with their fingers very easily, even if they’re juggling a Starbucks latté with their other hand.

Reconfigure Website Landing Pages to be Mobile Friendly: Anyone who clicks on your e-mail should be greeted with a mobile-friendly web landing page that downloads like quicksilver. In practice, this means narrowing the widths of such pages and keeping copy and advertising on such pages brief. You’ll also want to remove Flash from designed-for-mobile landing pages, since the iPhone, iPod Touch and BlackBerry do not support Flash. And while Android theoretically supports Flash, the reality is that working with the format on a mobile Android device can be vexing.

Offer Mobile App Links in Your Marketing E-mails: A link to any mobile app related to your marketing e-mail just makes sense.

Use the Migration to Completely Overhaul Your E-Marketing: While you’re at it, you may want to brush up on all the other latest tactics e-mail marketers are using. A good, free 25-page guide is available by Googling: “Email Design & Coding Recommendations.”

Joe Dysart is an Internet speaker and business consultant based in Manhattan.
646-233-4089
joe@joedysart.com
www.joedysart.com

SEMA News—September 2012

INDUSTRY NEWS

OMIX/Rugged Ridge Announces New Off-Road Success Center at the 2012 SEMA Show

	This British ’44 Willys Special Air Services Jeep will also be displayed in the Off-Road Success Center.

A new SEMA Show feature, the Off-Road Success Center, presented by OMIX/Rugged Ridge, provides business owners and decision makers interested in the dynamic Jeep and off-road lifestyle market an area to exchange ideas, learn new concepts and network with other like-minded people.

Dealers, jobbers, installers and other specialty-equipment industry enthusiasts attending the 2012 SEMA Show will be able to visit the educational display in the Upper South Hall of the Las Vegas Convention Center, where other truck, SUV and off-road equipment is showcased.

Hosted by several third-party experts within the industry, as well as leaders from OMIX, the Off-Road Success Center will offer twice daily educational seminars where experts will discuss their first-hand experiences and formulas for success. Additionally, the Off-Road Success Center will include one-on-one consultations, demonstrations and free print materials (seminar dates and times to follow) on these topics. A range of vehicles illustrating the rich history of the industry will also be on display, including vintage models provided by Jeep Jamboree USA and OMIX.

“We’re incredibly excited to sponsor this new area and help facilitate the knowledge of the benefits of growing a business that targets Jeep and off-road enthusiasts,” said OMIX President Al Azadi. “When I started my Jeep parts and accessories business 20 years ago, this knowledge was only available through the process of trial and error. Now we can finally share expert knowledge and help other business owners and entrepreneurs be even more successful.”

Each seminar will be facilitated by OMIX personnel and led by industry specialists who will share best practices, tips and tricks for maximizing sales and operational and marketing strategies within the off-road industry. Examples and case studies will also be presented. Planned seminars will include:

•Recession-Proof Your Truck Business—Lifestyle Sells!

Learn how to diversify your truck business and cash in on the passion of Jeep and off-road enthusiasts. Facilitated by OMIX Director of Engineering and OEM Sales Matt Stanesic and hosted by SEMA Market Research Manager Gavin Knapp.

•CA$H, the Fuel of Your Business—How to Effectively Create Cash From Your Operations

Imagine having a surplus of cash to drive your business. Put this presentation on your SEMA schedule now because we will teach you how to create positive cash flow. You will also learn a new, simple and extremely effective growth model that will amplify cash creation. Facilitated by OMIX Vice President Brandon Seadorf with key speakers, including a sales-growth expert and logistics expert.

•Data Is the Engine—How to Obtain, Understand and Simplify the Loading of Effective Product Data

Are you frustrated with missing, inconsistent or ineffective product data? Imagine having a process that reduces the time spent cleaning and loading product information. Learn how to simplify your team’s understanding of data, implement seamless load processes and grow your sales through clear product communications for your consumers. Facilitated by OMIX Director of Purchasing Gonzalo Manotas and led by SEMA Data Co-op CEO Jon Wyly.

•Dealerships Dealt a Winning Hand—How Jeep and Truck Dealerships Win Profit in the Aftermarket

Imagine creating increased consumer pull onto your lot and converting a higher-profit sale. Learn how to use aftermarket accessories to ignite the enthusiast in your consumers, pulling them to your showroom and enjoying increased sales and profits. Facilitated by OMIX Business Development Expert Ray Weaver with case-study testimonials by a Jeep dealer who has successfully adopted this approach.

•Bricks vs. Clicks—How Do Brick-and-Mortar Stores Profitably Compete With Online Retailers?

	Jeep Jamboree USA will provide several historical international Jeeps for display in the Off-Road Success Center, including this ’47 CJ-2A Fire Truck. Courtesy Jeep Jamboree USA

Does your blood boil when your customer says, ‘But I can get it cheaper online?’ Learn tips and tools to successfully complete each sale without compromising margins while still maintaining customer loyalty. Learn to identify, effectively communicate and capitalize on the great value you offer that no website can. Personal relationships, trust and technical know-how still rule. Facilitated by OMIX Director of Sales Steve Trudeau with a key retail sales expert.

•Dare to Dream—Use Your Passion to Increase Sales in the Jeep and Off-Road Market

Leveraging personal strengths, interests and passion is a formula for success, especially in the growing Jeep and off-road market. No matter how you approach the market, via online, mail-order/catalog, as an installer, storefront or dealership, success can be achieved. Hear OMIX founder and President Al Azadi’s personal story and learn how you can leverage your own expertise to a higher degree from an expert management consultant.

•Social Media: Find, Connect and Engage Customers—Build Relevant Content and Consumer Advocates to Achieve Greater Success

Social media is here to stay, and it is changing the way we communicate and interact with consumers. Learn how to leverage a strategy and the tools effectively to become more successful and relevant in the market. Facilitated by OMIX Chief Marketing Officer Sue Otten and featuring the social media case study of legendary off-road enthusiast Dave Doetsch, builder of award-winning Jeepzilla and Black Widow, with a soon-to-be-confirmed social media expert.

“Off-road products and services are a significant and growing source of income for a lot of businesses,” said SEMA President and CEO Chris Kersting. “We applaud OMIX-ADA for adding this innovative training program as part of their presence on the floor of the SEMA Show.”

Further information on the seminars, including confirmed experts, dates and times of each, will be published in the coming weeks. The Off-Road Success Center, presented by OMIX/Rugged Ridge, is located in booth #30147 in the Truck, SUV & Off-Road section of the Upper South Hall of the Las Vegas Convention Center. For additional information on the 2012 SEMA Show, visit the Show website.

SEMA News—September 2012

INDUSTRY NEWS

OMIX/Rugged Ridge Announces New Off-Road Success Center at the 2012 SEMA Show

	This British ’44 Willys Special Air Services Jeep will also be displayed in the Off-Road Success Center.

A new SEMA Show feature, the Off-Road Success Center, presented by OMIX/Rugged Ridge, provides business owners and decision makers interested in the dynamic Jeep and off-road lifestyle market an area to exchange ideas, learn new concepts and network with other like-minded people.

Dealers, jobbers, installers and other specialty-equipment industry enthusiasts attending the 2012 SEMA Show will be able to visit the educational display in the Upper South Hall of the Las Vegas Convention Center, where other truck, SUV and off-road equipment is showcased.

Hosted by several third-party experts within the industry, as well as leaders from OMIX, the Off-Road Success Center will offer twice daily educational seminars where experts will discuss their first-hand experiences and formulas for success. Additionally, the Off-Road Success Center will include one-on-one consultations, demonstrations and free print materials (seminar dates and times to follow) on these topics. A range of vehicles illustrating the rich history of the industry will also be on display, including vintage models provided by Jeep Jamboree USA and OMIX.

“We’re incredibly excited to sponsor this new area and help facilitate the knowledge of the benefits of growing a business that targets Jeep and off-road enthusiasts,” said OMIX President Al Azadi. “When I started my Jeep parts and accessories business 20 years ago, this knowledge was only available through the process of trial and error. Now we can finally share expert knowledge and help other business owners and entrepreneurs be even more successful.”

Each seminar will be facilitated by OMIX personnel and led by industry specialists who will share best practices, tips and tricks for maximizing sales and operational and marketing strategies within the off-road industry. Examples and case studies will also be presented. Planned seminars will include:

•Recession-Proof Your Truck Business—Lifestyle Sells!

Learn how to diversify your truck business and cash in on the passion of Jeep and off-road enthusiasts. Facilitated by OMIX Director of Engineering and OEM Sales Matt Stanesic and hosted by SEMA Market Research Manager Gavin Knapp.

•CA$H, the Fuel of Your Business—How to Effectively Create Cash From Your Operations

Imagine having a surplus of cash to drive your business. Put this presentation on your SEMA schedule now because we will teach you how to create positive cash flow. You will also learn a new, simple and extremely effective growth model that will amplify cash creation. Facilitated by OMIX Vice President Brandon Seadorf with key speakers, including a sales-growth expert and logistics expert.

•Data Is the Engine—How to Obtain, Understand and Simplify the Loading of Effective Product Data

Are you frustrated with missing, inconsistent or ineffective product data? Imagine having a process that reduces the time spent cleaning and loading product information. Learn how to simplify your team’s understanding of data, implement seamless load processes and grow your sales through clear product communications for your consumers. Facilitated by OMIX Director of Purchasing Gonzalo Manotas and led by SEMA Data Co-op CEO Jon Wyly.

•Dealerships Dealt a Winning Hand—How Jeep and Truck Dealerships Win Profit in the Aftermarket

Imagine creating increased consumer pull onto your lot and converting a higher-profit sale. Learn how to use aftermarket accessories to ignite the enthusiast in your consumers, pulling them to your showroom and enjoying increased sales and profits. Facilitated by OMIX Business Development Expert Ray Weaver with case-study testimonials by a Jeep dealer who has successfully adopted this approach.

•Bricks vs. Clicks—How Do Brick-and-Mortar Stores Profitably Compete With Online Retailers?

	Jeep Jamboree USA will provide several historical international Jeeps for display in the Off-Road Success Center, including this ’47 CJ-2A Fire Truck. Courtesy Jeep Jamboree USA

Does your blood boil when your customer says, ‘But I can get it cheaper online?’ Learn tips and tools to successfully complete each sale without compromising margins while still maintaining customer loyalty. Learn to identify, effectively communicate and capitalize on the great value you offer that no website can. Personal relationships, trust and technical know-how still rule. Facilitated by OMIX Director of Sales Steve Trudeau with a key retail sales expert.

•Dare to Dream—Use Your Passion to Increase Sales in the Jeep and Off-Road Market

Leveraging personal strengths, interests and passion is a formula for success, especially in the growing Jeep and off-road market. No matter how you approach the market, via online, mail-order/catalog, as an installer, storefront or dealership, success can be achieved. Hear OMIX founder and President Al Azadi’s personal story and learn how you can leverage your own expertise to a higher degree from an expert management consultant.

•Social Media: Find, Connect and Engage Customers—Build Relevant Content and Consumer Advocates to Achieve Greater Success

Social media is here to stay, and it is changing the way we communicate and interact with consumers. Learn how to leverage a strategy and the tools effectively to become more successful and relevant in the market. Facilitated by OMIX Chief Marketing Officer Sue Otten and featuring the social media case study of legendary off-road enthusiast Dave Doetsch, builder of award-winning Jeepzilla and Black Widow, with a soon-to-be-confirmed social media expert.

“Off-road products and services are a significant and growing source of income for a lot of businesses,” said SEMA President and CEO Chris Kersting. “We applaud OMIX-ADA for adding this innovative training program as part of their presence on the floor of the SEMA Show.”

Further information on the seminars, including confirmed experts, dates and times of each, will be published in the coming weeks. The Off-Road Success Center, presented by OMIX/Rugged Ridge, is located in booth #30147 in the Truck, SUV & Off-Road section of the Upper South Hall of the Las Vegas Convention Center. For additional information on the 2012 SEMA Show, visit the Show website.

SEMA News—September 2012

INDUSTRY NEWS

OMIX/Rugged Ridge Announces New Off-Road Success Center at the 2012 SEMA Show

	This British ’44 Willys Special Air Services Jeep will also be displayed in the Off-Road Success Center.

A new SEMA Show feature, the Off-Road Success Center, presented by OMIX/Rugged Ridge, provides business owners and decision makers interested in the dynamic Jeep and off-road lifestyle market an area to exchange ideas, learn new concepts and network with other like-minded people.

Dealers, jobbers, installers and other specialty-equipment industry enthusiasts attending the 2012 SEMA Show will be able to visit the educational display in the Upper South Hall of the Las Vegas Convention Center, where other truck, SUV and off-road equipment is showcased.

Hosted by several third-party experts within the industry, as well as leaders from OMIX, the Off-Road Success Center will offer twice daily educational seminars where experts will discuss their first-hand experiences and formulas for success. Additionally, the Off-Road Success Center will include one-on-one consultations, demonstrations and free print materials (seminar dates and times to follow) on these topics. A range of vehicles illustrating the rich history of the industry will also be on display, including vintage models provided by Jeep Jamboree USA and OMIX.

“We’re incredibly excited to sponsor this new area and help facilitate the knowledge of the benefits of growing a business that targets Jeep and off-road enthusiasts,” said OMIX President Al Azadi. “When I started my Jeep parts and accessories business 20 years ago, this knowledge was only available through the process of trial and error. Now we can finally share expert knowledge and help other business owners and entrepreneurs be even more successful.”

Each seminar will be facilitated by OMIX personnel and led by industry specialists who will share best practices, tips and tricks for maximizing sales and operational and marketing strategies within the off-road industry. Examples and case studies will also be presented. Planned seminars will include:

•Recession-Proof Your Truck Business—Lifestyle Sells!

Learn how to diversify your truck business and cash in on the passion of Jeep and off-road enthusiasts. Facilitated by OMIX Director of Engineering and OEM Sales Matt Stanesic and hosted by SEMA Market Research Manager Gavin Knapp.

•CA$H, the Fuel of Your Business—How to Effectively Create Cash From Your Operations

Imagine having a surplus of cash to drive your business. Put this presentation on your SEMA schedule now because we will teach you how to create positive cash flow. You will also learn a new, simple and extremely effective growth model that will amplify cash creation. Facilitated by OMIX Vice President Brandon Seadorf with key speakers, including a sales-growth expert and logistics expert.

•Data Is the Engine—How to Obtain, Understand and Simplify the Loading of Effective Product Data

Are you frustrated with missing, inconsistent or ineffective product data? Imagine having a process that reduces the time spent cleaning and loading product information. Learn how to simplify your team’s understanding of data, implement seamless load processes and grow your sales through clear product communications for your consumers. Facilitated by OMIX Director of Purchasing Gonzalo Manotas and led by SEMA Data Co-op CEO Jon Wyly.

•Dealerships Dealt a Winning Hand—How Jeep and Truck Dealerships Win Profit in the Aftermarket

Imagine creating increased consumer pull onto your lot and converting a higher-profit sale. Learn how to use aftermarket accessories to ignite the enthusiast in your consumers, pulling them to your showroom and enjoying increased sales and profits. Facilitated by OMIX Business Development Expert Ray Weaver with case-study testimonials by a Jeep dealer who has successfully adopted this approach.

•Bricks vs. Clicks—How Do Brick-and-Mortar Stores Profitably Compete With Online Retailers?

	Jeep Jamboree USA will provide several historical international Jeeps for display in the Off-Road Success Center, including this ’47 CJ-2A Fire Truck. Courtesy Jeep Jamboree USA

Does your blood boil when your customer says, ‘But I can get it cheaper online?’ Learn tips and tools to successfully complete each sale without compromising margins while still maintaining customer loyalty. Learn to identify, effectively communicate and capitalize on the great value you offer that no website can. Personal relationships, trust and technical know-how still rule. Facilitated by OMIX Director of Sales Steve Trudeau with a key retail sales expert.

•Dare to Dream—Use Your Passion to Increase Sales in the Jeep and Off-Road Market

Leveraging personal strengths, interests and passion is a formula for success, especially in the growing Jeep and off-road market. No matter how you approach the market, via online, mail-order/catalog, as an installer, storefront or dealership, success can be achieved. Hear OMIX founder and President Al Azadi’s personal story and learn how you can leverage your own expertise to a higher degree from an expert management consultant.

•Social Media: Find, Connect and Engage Customers—Build Relevant Content and Consumer Advocates to Achieve Greater Success

Social media is here to stay, and it is changing the way we communicate and interact with consumers. Learn how to leverage a strategy and the tools effectively to become more successful and relevant in the market. Facilitated by OMIX Chief Marketing Officer Sue Otten and featuring the social media case study of legendary off-road enthusiast Dave Doetsch, builder of award-winning Jeepzilla and Black Widow, with a soon-to-be-confirmed social media expert.

“Off-road products and services are a significant and growing source of income for a lot of businesses,” said SEMA President and CEO Chris Kersting. “We applaud OMIX-ADA for adding this innovative training program as part of their presence on the floor of the SEMA Show.”

Further information on the seminars, including confirmed experts, dates and times of each, will be published in the coming weeks. The Off-Road Success Center, presented by OMIX/Rugged Ridge, is located in booth #30147 in the Truck, SUV & Off-Road section of the Upper South Hall of the Las Vegas Convention Center. For additional information on the 2012 SEMA Show, visit the Show website.

SEMA News—September 2012

INDUSTRY NEWS

OMIX/Rugged Ridge Announces New Off-Road Success Center at the 2012 SEMA Show

	This British ’44 Willys Special Air Services Jeep will also be displayed in the Off-Road Success Center.

A new SEMA Show feature, the Off-Road Success Center, presented by OMIX/Rugged Ridge, provides business owners and decision makers interested in the dynamic Jeep and off-road lifestyle market an area to exchange ideas, learn new concepts and network with other like-minded people.

Dealers, jobbers, installers and other specialty-equipment industry enthusiasts attending the 2012 SEMA Show will be able to visit the educational display in the Upper South Hall of the Las Vegas Convention Center, where other truck, SUV and off-road equipment is showcased.

Hosted by several third-party experts within the industry, as well as leaders from OMIX, the Off-Road Success Center will offer twice daily educational seminars where experts will discuss their first-hand experiences and formulas for success. Additionally, the Off-Road Success Center will include one-on-one consultations, demonstrations and free print materials (seminar dates and times to follow) on these topics. A range of vehicles illustrating the rich history of the industry will also be on display, including vintage models provided by Jeep Jamboree USA and OMIX.

“We’re incredibly excited to sponsor this new area and help facilitate the knowledge of the benefits of growing a business that targets Jeep and off-road enthusiasts,” said OMIX President Al Azadi. “When I started my Jeep parts and accessories business 20 years ago, this knowledge was only available through the process of trial and error. Now we can finally share expert knowledge and help other business owners and entrepreneurs be even more successful.”

Each seminar will be facilitated by OMIX personnel and led by industry specialists who will share best practices, tips and tricks for maximizing sales and operational and marketing strategies within the off-road industry. Examples and case studies will also be presented. Planned seminars will include:

•Recession-Proof Your Truck Business—Lifestyle Sells!

Learn how to diversify your truck business and cash in on the passion of Jeep and off-road enthusiasts. Facilitated by OMIX Director of Engineering and OEM Sales Matt Stanesic and hosted by SEMA Market Research Manager Gavin Knapp.

•CA$H, the Fuel of Your Business—How to Effectively Create Cash From Your Operations

Imagine having a surplus of cash to drive your business. Put this presentation on your SEMA schedule now because we will teach you how to create positive cash flow. You will also learn a new, simple and extremely effective growth model that will amplify cash creation. Facilitated by OMIX Vice President Brandon Seadorf with key speakers, including a sales-growth expert and logistics expert.

•Data Is the Engine—How to Obtain, Understand and Simplify the Loading of Effective Product Data

Are you frustrated with missing, inconsistent or ineffective product data? Imagine having a process that reduces the time spent cleaning and loading product information. Learn how to simplify your team’s understanding of data, implement seamless load processes and grow your sales through clear product communications for your consumers. Facilitated by OMIX Director of Purchasing Gonzalo Manotas and led by SEMA Data Co-op CEO Jon Wyly.

•Dealerships Dealt a Winning Hand—How Jeep and Truck Dealerships Win Profit in the Aftermarket

Imagine creating increased consumer pull onto your lot and converting a higher-profit sale. Learn how to use aftermarket accessories to ignite the enthusiast in your consumers, pulling them to your showroom and enjoying increased sales and profits. Facilitated by OMIX Business Development Expert Ray Weaver with case-study testimonials by a Jeep dealer who has successfully adopted this approach.

•Bricks vs. Clicks—How Do Brick-and-Mortar Stores Profitably Compete With Online Retailers?

	Jeep Jamboree USA will provide several historical international Jeeps for display in the Off-Road Success Center, including this ’47 CJ-2A Fire Truck. Courtesy Jeep Jamboree USA

Does your blood boil when your customer says, ‘But I can get it cheaper online?’ Learn tips and tools to successfully complete each sale without compromising margins while still maintaining customer loyalty. Learn to identify, effectively communicate and capitalize on the great value you offer that no website can. Personal relationships, trust and technical know-how still rule. Facilitated by OMIX Director of Sales Steve Trudeau with a key retail sales expert.

•Dare to Dream—Use Your Passion to Increase Sales in the Jeep and Off-Road Market

Leveraging personal strengths, interests and passion is a formula for success, especially in the growing Jeep and off-road market. No matter how you approach the market, via online, mail-order/catalog, as an installer, storefront or dealership, success can be achieved. Hear OMIX founder and President Al Azadi’s personal story and learn how you can leverage your own expertise to a higher degree from an expert management consultant.

•Social Media: Find, Connect and Engage Customers—Build Relevant Content and Consumer Advocates to Achieve Greater Success

Social media is here to stay, and it is changing the way we communicate and interact with consumers. Learn how to leverage a strategy and the tools effectively to become more successful and relevant in the market. Facilitated by OMIX Chief Marketing Officer Sue Otten and featuring the social media case study of legendary off-road enthusiast Dave Doetsch, builder of award-winning Jeepzilla and Black Widow, with a soon-to-be-confirmed social media expert.

“Off-road products and services are a significant and growing source of income for a lot of businesses,” said SEMA President and CEO Chris Kersting. “We applaud OMIX-ADA for adding this innovative training program as part of their presence on the floor of the SEMA Show.”

Further information on the seminars, including confirmed experts, dates and times of each, will be published in the coming weeks. The Off-Road Success Center, presented by OMIX/Rugged Ridge, is located in booth #30147 in the Truck, SUV & Off-Road section of the Upper South Hall of the Las Vegas Convention Center. For additional information on the 2012 SEMA Show, visit the Show website.

SEMA News—September 2012

INDUSTRY NEWS

OMIX/Rugged Ridge Announces New Off-Road Success Center at the 2012 SEMA Show

	This British ’44 Willys Special Air Services Jeep will also be displayed in the Off-Road Success Center.

A new SEMA Show feature, the Off-Road Success Center, presented by OMIX/Rugged Ridge, provides business owners and decision makers interested in the dynamic Jeep and off-road lifestyle market an area to exchange ideas, learn new concepts and network with other like-minded people.

Dealers, jobbers, installers and other specialty-equipment industry enthusiasts attending the 2012 SEMA Show will be able to visit the educational display in the Upper South Hall of the Las Vegas Convention Center, where other truck, SUV and off-road equipment is showcased.

Hosted by several third-party experts within the industry, as well as leaders from OMIX, the Off-Road Success Center will offer twice daily educational seminars where experts will discuss their first-hand experiences and formulas for success. Additionally, the Off-Road Success Center will include one-on-one consultations, demonstrations and free print materials (seminar dates and times to follow) on these topics. A range of vehicles illustrating the rich history of the industry will also be on display, including vintage models provided by Jeep Jamboree USA and OMIX.

“We’re incredibly excited to sponsor this new area and help facilitate the knowledge of the benefits of growing a business that targets Jeep and off-road enthusiasts,” said OMIX President Al Azadi. “When I started my Jeep parts and accessories business 20 years ago, this knowledge was only available through the process of trial and error. Now we can finally share expert knowledge and help other business owners and entrepreneurs be even more successful.”

Each seminar will be facilitated by OMIX personnel and led by industry specialists who will share best practices, tips and tricks for maximizing sales and operational and marketing strategies within the off-road industry. Examples and case studies will also be presented. Planned seminars will include:

•Recession-Proof Your Truck Business—Lifestyle Sells!

Learn how to diversify your truck business and cash in on the passion of Jeep and off-road enthusiasts. Facilitated by OMIX Director of Engineering and OEM Sales Matt Stanesic and hosted by SEMA Market Research Manager Gavin Knapp.

•CA$H, the Fuel of Your Business—How to Effectively Create Cash From Your Operations

Imagine having a surplus of cash to drive your business. Put this presentation on your SEMA schedule now because we will teach you how to create positive cash flow. You will also learn a new, simple and extremely effective growth model that will amplify cash creation. Facilitated by OMIX Vice President Brandon Seadorf with key speakers, including a sales-growth expert and logistics expert.

•Data Is the Engine—How to Obtain, Understand and Simplify the Loading of Effective Product Data

Are you frustrated with missing, inconsistent or ineffective product data? Imagine having a process that reduces the time spent cleaning and loading product information. Learn how to simplify your team’s understanding of data, implement seamless load processes and grow your sales through clear product communications for your consumers. Facilitated by OMIX Director of Purchasing Gonzalo Manotas and led by SEMA Data Co-op CEO Jon Wyly.

•Dealerships Dealt a Winning Hand—How Jeep and Truck Dealerships Win Profit in the Aftermarket

Imagine creating increased consumer pull onto your lot and converting a higher-profit sale. Learn how to use aftermarket accessories to ignite the enthusiast in your consumers, pulling them to your showroom and enjoying increased sales and profits. Facilitated by OMIX Business Development Expert Ray Weaver with case-study testimonials by a Jeep dealer who has successfully adopted this approach.

•Bricks vs. Clicks—How Do Brick-and-Mortar Stores Profitably Compete With Online Retailers?

	Jeep Jamboree USA will provide several historical international Jeeps for display in the Off-Road Success Center, including this ’47 CJ-2A Fire Truck. Courtesy Jeep Jamboree USA

Does your blood boil when your customer says, ‘But I can get it cheaper online?’ Learn tips and tools to successfully complete each sale without compromising margins while still maintaining customer loyalty. Learn to identify, effectively communicate and capitalize on the great value you offer that no website can. Personal relationships, trust and technical know-how still rule. Facilitated by OMIX Director of Sales Steve Trudeau with a key retail sales expert.

•Dare to Dream—Use Your Passion to Increase Sales in the Jeep and Off-Road Market

Leveraging personal strengths, interests and passion is a formula for success, especially in the growing Jeep and off-road market. No matter how you approach the market, via online, mail-order/catalog, as an installer, storefront or dealership, success can be achieved. Hear OMIX founder and President Al Azadi’s personal story and learn how you can leverage your own expertise to a higher degree from an expert management consultant.

•Social Media: Find, Connect and Engage Customers—Build Relevant Content and Consumer Advocates to Achieve Greater Success

Social media is here to stay, and it is changing the way we communicate and interact with consumers. Learn how to leverage a strategy and the tools effectively to become more successful and relevant in the market. Facilitated by OMIX Chief Marketing Officer Sue Otten and featuring the social media case study of legendary off-road enthusiast Dave Doetsch, builder of award-winning Jeepzilla and Black Widow, with a soon-to-be-confirmed social media expert.

“Off-road products and services are a significant and growing source of income for a lot of businesses,” said SEMA President and CEO Chris Kersting. “We applaud OMIX-ADA for adding this innovative training program as part of their presence on the floor of the SEMA Show.”

Further information on the seminars, including confirmed experts, dates and times of each, will be published in the coming weeks. The Off-Road Success Center, presented by OMIX/Rugged Ridge, is located in booth #30147 in the Truck, SUV & Off-Road section of the Upper South Hall of the Las Vegas Convention Center. For additional information on the 2012 SEMA Show, visit the Show website.