SEMA eNews Vol. 13, No. 38, September 23, 2010

“How to Produce the Perfect Product Launch”—Just One of the Free SEMA Show Seminars Available

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Tom Marx, president and CEO of The Marx Group, will explain why an ill-prepared marketing strategy can doom a new-product launch in his 2010 SEMA Show seminar.

Tom Marx, president and CEO of The Marx Group, will moderate a panel
seminar called "How to Produce the Perfect Product Launch," Monday,
November
1, at SEMA Show 2010, held at the Las Vegas Convention Center. It will
be a unique opportunity to gain valuable insight and hear from seasoned
professionals on what makes a product launch successful based upon the
six p's—planning, product, pricing, placement, promotion and
participation.

“The problem with many product launches,” Marx shares, “is that they often do not reach their sales goals. After major investments in product development, engineering and manufacturing, the initial product launch marketing, strategy is often overlooked, underfunded or poorly executed.” This panel-based seminar features some of SEMA’s most seasoned experts on the topic:

1) Nate Shelton, SS Sales and Marketing, President; Owner, B&M Racing and Performance, Hurst and McLeod; Partner, Hurst Performance Vehicles; and SEMA Hall of Fame member and former SEMA Board of Directors chairman will share his invaluable insights on Planning and Product Development. Instrumental in the initial launch of the K&N Air filter product line, Shelton has more than 30 years of experience related to product launch planning and product development. Sharing from his days at K&N, he says, “We put together an automotive program and built the company into a $100-million-a-year corporation in about 14 years.”

2) Donnie Eatherly, co-owner and president of P&E Distributing, is well known in the industry for his willingness to share his knowledge for up-and-coming companies. Eatherly’s industry bragging rights include 24 SEMA Shows and 21 PWA conferences. The current PWA President and former two term SEMA Board member is excited to share his insight related to product pricing and placement (distribution). Eatherly has served as president of P&E Distributors for 20 years, growing the company into a multimillion dollar distribution network that covers more than 250 performance products. A major focus of his career has been in helping companies succeed with the right mix of price and distribution.

3) Jason Bruce, director of marketing and new business development at aFe Power, has had great success over the years promoting new products for performance brands that are household names: Hooker Headers, Holley Performance, NOS Nitrous Oxide Systems, Earl's Plumbing, Weiand, Flowtech, Lunati and Street Scene Equipment. Joining aFe Power in 2007, Bruce is responsible for all consumer promotions and marketing for this highly aggressive manufacturer of performance cold air intakes, exhaust systems, intake manifolds, intercoolers and throttle body spacers. aFe Power is a company that launches several hundred new products annually. Bruce will share input on how a launch can succeed or fail based on promotions and participation.

The product launch session will take place Monday, November 1, from 1:00 p.m.–2:00 p.m. at the Las Vegas Convention Center. It’s part of SEMA’s Marketing Track, which includes eight sessions in all (listed below). For more information about the seminar, e-mail Tom Marx at tmarx@themarxgrp.com. For more information about the SEMA Show Education Days program, contact Juliet Marshall, JulietM@sema.org.

SEMA SHOW EDUCATION DAYS—MARKETING TRACK

To view all Education Days sessions and create a personalized itinerary, visit www.SEMAShow.com/education.

Effective Retail Merchandising
Monday, November 1, 2010
9:30 a.m.–10:30 a.m.
Las Vegas Convention Center, Room N254
Presenter: Jim Rasmus, Retail Design Associates

Stand Out From the Crowd: Defining Your Company's Value Proposition
Monday, November 1, 2010
11:00 a.m.–12:00 p.m.
Las Vegas Convention Center, Room N254
Presenter: Tom Marx, The Marx Group

Produce The Perfect Product Launch
Monday November 1, 2010
1:00 p.m.–2:00 p.m.
Las Vegas Convention Center, Room N254
Panel: Tom Marx, The Marx Group; Nate Shelton, Hurst Performance Vehicles; Donnie Eatherly, P&E Distributing; Jason Bruce, AFE

Manage Your Customers for Increased Sales and Profits
Monday, November 1, 2010
3:00 p.m.–4:00 p.m.
Las Vegas Convention Center, Room N254
Presenter: Ozair Esmail, The Clubs Group

Changing Landscape of Media
Tuesday November 2, 2010
3:00 p.m.–4:00 p.m.
Las Vegas Convention Center, Room N254

The Science of Shopping
Wednesday November 3, 2010
9:30 a.m.–10:30 a.m.
Las Vegas Convention Center, Room N254
Presenters: Rich Kizer, Kizer & Bender; Georganne Bender, Kizer & Bender

Top 10 Power Ideas to Keep Customers Close
Wednesday November 3, 2010
11:00 a.m.–12:00 p.m.
Las Vegas Convention Center, Room N254
Presenters: Rich Kizer, Kizer & Bender; Georganne Bender, Kizer & Bender

Lifestyle Branding: Getting Customers to Identify with Your Brand
Thursday November 4, 2010
3:00 p.m.–4:00 p.m.
Las Vegas Convention Center, Room N254
Presenter: Myles Kovacs, DUB magazine

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