SEMA eNews Vol. 15, No. 47, November 22, 2012

SEMA Council & Committee News: SEMA’s Newest Network to Host Industry Discussion at PRI

Automotive Restoration Market Organization (ARMO) Hot Rod Industry Alliance (HRIA)
Light Truck Accessory Alliance (LTAA) Manufacturers' Rep Network (MRN)
Motorsports Parts Manufacturers Council (MPMC) Professional Restylers Organization (PRO)
Street Performance Council (SPC) Wheel & Tire Council (WTC)
SEMA Businesswomen's Network (SBN) Young Executives Network (YEN)

 mrn  
Visit MRN's website.  
  mrn
MRN hosted the Rep Technology Roundtable at the 2012 SEMA Show.
   

SEMA’s Newest Network to Host Industry Discussion at PRI

Through its councils and networks, SEMA is able to effectively serve and better understand the diverse membership that makes up the specialty-equipment industry. Recently, one of these groups, advocating for manufacturers agents and representatives, transitioned from a council structure to a network—the Manufacturers’ Representative Network (MRN) in order to further expand its influence in the industry and deliver increased value to its membership. MRN is excited to announce that it will be hosting its first Open Meeting & Industry Discussion in conjunction with the Performance Racing Industry (PRI) Show, Thursday, November 29. MRN will discuss:

  • The importance of the transition from a council to a network.
  • Education and training for the rep industry.
  • How to best define what it means to be a "professional representative."
  • How MRN can build a true community for the industry.

The meeting will be interactive with small focus groups addressing industry challenges and opportunities. To learn more, visit Open Meeting & Industry Discussion and RSVP today!

Thursday, November 29, 2012
3:00 p.m.–5:30 p.m. (EST)
Orange County Convention Center
North/South Building
9899 International Dr.
Orlando, Florida 32819-8199
Meeting Room # S 230 F

RSVP today!

What Does It Mean to Be a Sales Professional?

SEMA’s Manufacturers' Rep Network (MRN) hosts a discussion group on Linkedin for professional reps and sales agents. Recently, MRN asked the question, “In one word, what does it mean to be a sales professional?”

The list as submitted by members of the Linkedin group includes:

  • Credibility
  • Relationships
  • Trust
  • Service
  • Commitment
  • Ethics
  • Produce
  • Knowledge
  • Relevance
  • Value

Join the conversation; join MRN at www.sema.org/li-mrc. For more details on how to get involved or to learn how professional reps and agents can help your business, contact Zane Clark at 909-978-6696.

Are you on Facebook, LinkedIn or Twitter? MRN is!

Be sure to follow MRN on all of your favorite social networking sites. To find these sites, go to www.sema.org/mrn and use the links in the top right-hand corner.

MRN Column in SEMA Member News

Read MRN's column featured in the November/December issue of SEMA Member News.

For information about MRN, contact Zane Clark.

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ARMO Logo
Visit ARMO's website.
  agosta
Matt Agosta of Steele Rubber Products accepts the 2012 ARMO Person of
the Year award from ARMO Chair-Elect Dennis Roberts of Distinctive
Interiors. This and other awards were presented during the 2012 ARMO
Industry Awards Reception at the SEMA Show.
   

Carlisle Events Recognized for Outstanding Contributions

ARMO presented its Industry Recognition Award to Carlisle Events at the 2012 ARMO Industry Reception, held Tuesday evening, October 30, in the Las Vegas Hotel (formerly the Hilton) during the 2012 SEMA Show. The Industry Recognition Award, as the name implies, recognized individuals and companies who have made significant contributions to the restoration industry.

“We don’t give out this award every year,” said ARMO chairman Alex Tainsh of Parts Unlimited Interiors. “It is reserved for truly outstanding service to the industry. We felt it high time that the folks at Carlisle Events be recognized in such a manner. Spring and Fall Carlisle are two of the largest gatherings of restoration companies and enthusiasts in the world. Over the past 30 years they have also added “specialty” events to their annual calendar, focusing on particular brands, such as GM, Ford, Chrysler, Corvette and light trucks. They give 100% to everyone who exhibits, shows a car or comes through the gate as an attendee. We present this award to their entire staff, but want to especially thank former ARMO Select Committee member Jim Vinarski, Carlisle Events director of business and event development. Jim was instrumental in bringing the ARMO New Products Showcase to Spring Carlisle and continues to be an eager volunteer to the council.”

The following awards were also presented during the ARMO Industry Reception:

Jeff Moses Scholarship Award
Michelle Perez of Skyline College

ARMO Person of the Year
Matt Agosta of Steele Rubber Products

ARMO Business of the Year
Vintage Air

ARMO Industry Recognition Award

Carlisle Events

ARMO Reception Sponsors

ARMO thanks the following companies who sponsored the ARMO Industry Reception. We couldn’t do it all without their help:

ARMO Platinum Sponsors
Auto Custom Carpets
Parts Unlimited Interiors
Hemmings Motor News
Dynacorn International

ARMO Gold Sponsors
American Autowire
Auto Trader Classics

Hotrod & Restoration

Steele Rubber Products

Source Interlink Media
Trim Parts

ARMO Silver Sponsors
Distinctive Industries
SEIA Alliant
Soff Seal

Are you on Facebook, LinkedIn or Twitter? ARMO Is!

Be sure to follow ARMO on all of your favorite social networking sites. To find these sites, go to www.sema.org/armo and use the links in the top right-hand corner.

ARMO Column in SEMA Member News

Read ARMO's column featured in the November/December issue of SEMA Member News.

For more information about ARMO, contact Jim Skelly.

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HRIA Logo  
Visit HRIA's website

Are you on Facebook, LinkedIn or Twitter? HRIA Is!

Be sure to follow HRIA on all of your favorite social networking sites.

To find these sites, go to www.sema.org/hria and use the links in the top right-hand corner.

HRIA Column in SEMA Member News

Read HRIA's column featured in the November/December issue of SEMA Member News.

For more information about HRIA, contact Zane Clark.

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LTAA Logo  
Visit LTAA's website.  
  ltaa
The 2012 LTAA Industry Reception and Fall Nationals
Pinewood Drags went under the lights this year. Here, LTAA Select
Committee members Kathryn Reinhart of Magnaflow and Charley Holden of
Cap World prepare to send the first round of Fall Nationals eliminations
down the track.
   

LTAA Goes Under the Lights

The 2012 LTAA Industry Awards Reception moved to a new, outdoor location at the Las Vegas Hotel (formerly the Hilton), and feedback from the 400+ attendees indicates the venue change was a huge success. The third-annual LTAA Fall Nationals Pinewood Drags to benefit SEMA Cares was once again a major element to the festivities. Reception attendees “rented” a Pinewood racer in exchange for a donation to SEMA Cares. The Fall Nationals earned $2,890. The LTAA booth in South Hall raised an additional $7,500, for a grand total of $10,390 for the charity.

“We have to thank SEMA for giving us the chance to use this space,” said LTAA Chairman George Lathouris of Keystone Automotive Operations. “They held their own pre-banquet reception in the same location the following evening, so we benefitted from having their stage and lighting to use. With the Pinewood track set on a riser, the lights and the sound system all made for one the most memorable LTAA events in recent years. Thanks also to our Select Committee volunteers, and our reception sponsors. The venue was great, but it’s always the people involved that make it special.”

Along with the excitement and camaraderie of the racing action, the following industry awards were presented at the reception. Congratulations to all the award winners!

LTAA Retailer of the Year
Trucks N Trailers USA, Tom Moore

LTAA Industry Recognition Award
RV 4 Wheel Drive & Performance Automotive

LTAA Chairman’s Award
Jim Skelly, SEMA Staff

LTAA Best New Product Over $500
BAK Industries, Roll-X HD Aluminum Roll Up Covers

LTAA Best New Product Under $500
US Speedo, LED Dashboard Lighting Kits

Reception Sponsors
LTAA also thanks the following companies for their generous sponsorship of the reception, and congratulates them for being a part of such a successful event. It isn’t possible without you.

Platinum Sponsors
Restyling magazine

Cal Trend
Weather Tech

Gold Sponsors
Auto Accessories Garage
Edge Products
Hellwig
Jim Wrobleski & Co.
Keystone Automotive Operations

Meyer Distributing

Snug Top
Superchips
Truck Covers USA
THI:

Silver Sponsors
SEIA Alliant
A.R.E.
Considine Sales & Marketing
DCI
The Decal Factory
Go Rhino!
Mile Marker

Are you on Facebook, LinkedIn or Twitter? LTAA Is!

Be sure to follow LTAA on all of your favorite social networking sites.

To find these sites, go to www.sema.org/ltaa and use the links in the top right-hand corner.

LTAA Column in SEMA Member News

Read LTAA's column featured in the November/December issue of SEMA Member News.

For more information about LTAA, contact Jim Skelly.

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MPMC Logo  
Visit MPMC's website.  

MPMC Hosts Innovative Seminar at PRI Show

For the second consecutive year, MPMC has assembled a panel of industry experts for an innovative and informative seminar aimed primarily at high-performance and racing engine builders. These industry experts will discuss their own experiences with alternative fuels and power adders. They will not discuss “how to build” an engine, but rather focus on the business aspects of what it takes to delve into these “non-traditional” areas.

This year’s panelists include: Susan Roush-McClenaghan of Roush Performance, Dan Scheid of Scheid Diesel, Steve Johnson of Induction Solutions and David Warramyer of Procharger.

“We are so pleased to present another innovative panel discussion,” said MPMC Chairman Vic Wood of Hedman Performance. “We know there are countless engine builders out there who are scratching their heads, wondering what kind of opportunities are out there, and if any of those opportunities make sense for their own operation. While this is targeted toward builders, suppliers and manufacturers would be well advised to listen in as well. Engine builders, after all, will need new parts to go along with these new opportunities!”

Alan Reinhart, popular television broadcaster and motorsports expert, will moderate the discussion.

“Alan brings so much professionalism to the presentation,” Wood added. “He researches the panelists and the material in advance, and uses his own experience to keep the conversation moving in the proper direction. He’s become quite the friend to MPMC, and his moderation is a key to the success we’ve enjoyed with these seminars. We can’t thank him enough for his contributions to the industry.”

The MPMC seminar is entitled, “Alternative Fuels and Power Enhancers; New Business Opportunities for Engine Builders.” It takes place Thursday, November 29, from 1:00 p.m.–2:30 p.m. in Room S230C of the Orange County Convention Center in Orlando, Florida. Seating is limited, so please RSVP for the MPMC Seminar now to reserve your space. All exhibitors and attendees are welcome to attend.

thomson
Chris Thomson
cozzie
Jim Cozzie
funfar
Ron Funfar
dorton
Keith Dorton

MPMC Hall of Fame Breakfast

Friday, November 30
8:00 a.m.–9:00 a.m.
Room S310

MPMC is proud to present its third-annual MPMC Hall of Fame breakfast at the PRI Show. Please join them in honoring four new inductees, each of whom played an integral role in the formation of MPMC. Continental breakfast and coffee also make for a great opportunity to catch up with fellow industry professionals before starting another day on the PRI Show floor. This year’s inductees are Jim Cozzie, Keith Dorton, Ron Funfar and Chris Thomson. Please RSVP for the MPMC Hall of Fame Breakfast to ensure a seat. Please note the seminar and breakfast are on the same RSVP form.

Are you on Facebook, LinkedIn or Twitter? MPMC Is!

Be sure to follow MPMC on all of your favorite social networking sites. To find these sites, go to www.sema.org/mpmc and use the links in the top right-hand corner.

Take a Friend to a Race Fan Page

The MPMC Motorsports Awareness campaign, highlighted by the Take a Friend to a Race program, now has its very own Fanpage on Facebook. If you’re not a fan yet, you should be!

MPMC Column in SEMA Member News

Read MPMC's column featured in the November/December issue of SEMA Member News.

For information about MPMC, contact Jim Skelly.

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PRO Logo  
Visit PRO's website.  

Are you on Facebook, LinkedIn or Twitter? PRO Is!

Be sure to follow PRO on all of your favorite social networking sites. To find these sites, go to www.sema.org/pro and use the links in the top right-hand corner.

PRO Column in SEMA Member News

Read PRO's column featured in the November/December issue of SEMA Member News.

For information about PRO, contact Zane Clark or call 909/978-6696.

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SBN Logo  
Visit SBN's website.  

SBN Members Map Updated

Fellow SBNer Susan Carpenter has been working hard in updating the SBN members map, including adding new members and member location changes.

This map serves a great purpose. It allows SBN to find fellow members in our area so we can make connections year round. So check out the SBN members map and get to networking!

Join the discussion on MySEMA!

Are you on Facebook, LinkedIn or Twitter? SBN is!

Be sure to follow SBN on all of your favorite social networking sites. To find these sites, go to www.sema.org/sbn and use the links in the top right-hand corner.

SBN Column in SEMA Member News

Read SBN's column featured in the November/December issue of SEMA Member News.

For information about SBN, contact Bryan Harrison.

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SPC Logo  
Visit SPC's website.  

Are you on Facebook, LinkedIn or Twitter? SPC is!

Be sure to follow SPC on all of your favorite social networking sites. To find these sites, go to www.sema.org/spc and use the links in the top right-hand corner.

SPC Column in SEMA Member News

Read SPC's column featured in the November/December issue of SEMA Member News.

For information about SPC, contact Bryan Harrison.

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WTC Logo  
Visit WTC's website

Are you on Facebook, LinkedIn or Twitter? WTC is!

Be sure to follow WTC on all of your favorite social networking sites. To find these sites, go to www.sema.org/wtc and use the links in the top right-hand corner.

WTC Column in SEMA Member News

Read WTC's column featured in the November/December issue of SEMA Member News.

For information about WTC and how to join, contact Zane Clark or call or 909/978-6696.

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YEN Logo
Visit YEN's website


  yen
Dana Mitchell
   

YEN Member of the Month—Dana Mitchell, Al's Liners

This month’s interview is with Dana Mitchell, sales manager for Al’s Liners—a truck bedliner kit company. With a formal background in architecture, Mitchell has extensive experience in architectural design, environmental consulting, automotive restoration equipment and DIY truck accessories. Admittedly an “amateur restorer and automotive guy,” Mitchell feels fortunate to be in the automotive industry where he is able to employ his personality working for a company, such as Al’s Liner.

Tell us a little about your diverse professional background and how each of your experiences has benefited you in the position you hold today.

After school and working in a couple of odd jobs, I began environmental consulting, focusing on remediation project management and program management for asbestos, lead and indoor air quality. Working mostly with public and private school corporations, I was responsible for maintaining federally mandated programs and educating maintenance staff on handling and maintaining potential hazardous materials. This threw me directly into dealing with people face to face on sensitive subjects and large-scale presentations for audiences sometimes reaching the hundreds.

After more than a decade of working in various aspects of the field, I wanted to pursue my passion—automotive restoration and customization. Fortunately, I had some friends who were in the midst of rolling out a unique line (Auto Twirler), producing auto-body rotisseries and other various shop carts, dollies and tools. We took a very grassroots approach working strictly B to C, traveling the nation attending a multitude of events, car shows, auctions and so on, selling and branding the line. Within a very short time, we had established Auto Twirler as the restoration tools built by restorers and grew to a nationally recognized product line. This gave me the opportunity to see the direct-to-consumer aspect and, as the brand recognition grew, I was able to work with larger retailers and distributors, such as Summit and Eastwood.

In late 2007, it came to my attention that a company I had worked with closely in the environmental field and known for a majority of my life had decided to take their dealership spray-on bedliner product to the consumer market and develop a DIY bedlining kit. They had specific opportunities and were looking for someone with experience in the automotive aftermarket. This allowed me to get involved from the beginning in creating the brand, packaging and overall advertising/marketing plans. Looking to develop a B-to-B setup, we immediately started targeting national and regional distributors. Al's Liner has since become a well-recognized brand inside of a four-year span that has national and international distribution. This mix of occupations has taught me to handle all clients and presentations with thorough and consistent information and delivery.

What trends are you experiencing in the DIY market? What insights can you share of the common perception that the industry is trending towards a DIFM market?

The DIY market continues to grow, and with the innovations in products, I see hardcore do-it-yourselfers are able to get products and materials that were not available five or 10 years ago. The swing in the economy allowing shops to expand on profit centers is where I feel the DIFM trend is coming from. Some consumers see the benefit in spending a little more and having products installed for them, versus doing it themselves. A lot of shops and retailers steered away from this when the market slumped, but there will always be the folks, such as myself, who get satisfaction from a job well done and saving a buck or two.

When and how did you come in contact with Al’s Liner? Give us a little history about Al’s Liner.

I have known the Tomasino Family for many years and worked with them throughout my career in environmental consulting. Al's is the retail line for Scorpion Protective Coatings and Scorpion Truck Bed Linings, which has been a leader in spray-on bedliners since 1996. In 2008, they decided to compete in the DIY market offering the first high-solids option for a DIY spray-on bedliner. Al's proprietary formulation allows us to offer the highest solids content outside of the franchise high-pressure applications. With a simple application gun, anyone can apply our coating to virtually any substrate with minimal equipment required.

What experiences can you share about going to market in the midst of a recession and still experiencing significant growth during the first year of operation?

We were fortunate to have an aggressive CEO and personnel who understood distribution programs and had the connections and drive to get the product to market. We approached all levels of distribution, selling to jobbers, distributors and e-tailers while maintaining our program to ensure the growth was controlled and directed to keep the structure in place, which caught the attention of retailers and distributors alike. With a good combination of advertising and marketing, along with resistance of staying in front of key buyers, we were able to grow with leaps and bounds for four years running.

What “secret” techniques are you incorporating in order to maintain consistent double-digit growth?

We have no secret techniques; you have to develop solid products that perform as you say and ensure your program is lucrative for all involved. The right product, personnel and program can be an amazing advantage.

Tell us about the pros and cons of being situated in small-town America.

Small Town USA, is there such a thing these days? With the Internet and ease of travel we have now, you can be anywhere in a day's time, and most times conduct business from the comfort of your office. Sales personnel have to be at the right place at the right time and you cannot be afraid to spend time on the road, but it is not like the ’60s when you lived out of your car and literally went door to door. We are able to maintain lower overhead, but being just outside of Indianapolis has made it a perfect location for shipping and logistics.

Tell us a little about Performance Warehouse Association (PWA) and your company’s involvement in the association.

We are in our third year with the PWA. Being a long-time member of SEMA, we were looking for additional avenues to get outside of the traditional truck accessory distributors. One thing the recession did was force most distributors and jobbers to diversify the lines they carried. We took a chance and attended our first conference and saw immediate results.

PWA is a tight-knit group that works closely with vendors and jobbers alike. It has taught us many things about dealing with regional distributors and, as the PWA grows, you are seeing the national guys getting involved.

What role does attending trade shows play in your marketing plan? How critical is it these days to still attend trade shows (as an exhibitor)?

Trade shows are a key component to our marketing strategy; they keep you in front of the distributors, jobbers and consumers and allow you to learn much of what the market is looking for and how changes are developing and taking place. We utilize trade shows to meet with a multitude of clients in one location and continue our brand awareness and growth. An aggressive staff is key; everyone is a potential client, customer or education source. To be at a trade show and wait for people to come to you is a waste of time; you have to be aggressive and absorb as much time and info that you can while exhibiting. They can be expensive, so taking advantage of the opportunity is a must, but if handled well, will pay off time and time again.

What advice can you offer younger members in our industry in regards to working for a start-up or a new division of an existing company?

Be aggressive, make sure your products and programs are solid and perform as promised. Like anything, if you put the time in and lay the foundation you will see results. A sales staff cannot be afraid to make the call or presentation. If you do your homework and are persistent, you can gain access to clientele you thought was unobtainable. Start small, shoot big and work your tail off. It makes for great results and will give you a place in the industry before you know it.

YEN Member of the Month Spotlight

Did you know that YEN has a Member of the Month Spotlight on the SEMA
website and that anyone can be nominated? To view previous selections
or to make a nomination, visit www.sema.org/yen.


Are you on Facebook, LinkedIn or Twitter? YEN is!

Be sure to follow YEN on all of your favorite social networking sites. To find these sites, go to www.sema.org/yen and use the links in the top right-hand corner.

YEN Column in SEMA Member News

Read YEN's column featured in the November/December issue of SEMA Member News.

For information about YEN, contact Bryan Harrison.

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Join the SEMA Council Family

SEMA hosts 10 distinct councils and committees that represent
focused niches within the specialty-equipment industry. These groups
are comprised of elected volunteers (Select Committee) who guide and
direct council activities while representing the membership at large.
Although each council acts independently and represents a different
segment, they are all focused on the betterment of the industry as a
whole.

The value councils provide SEMA and the industry is beyond refute.
It is inspiring to witness a diverse collection of company
representatives, many of which are direct competitors, come together
and develop educational, training, youth awareness and networking
events that are, at the core, designed to give back and promote
business. An equally important council function is to ensure that
SEMA sustains a pulse on the industry and maintains a
presence with its members.

The question is often asked, “Why should my company join a council?”
The answer is simple. SEMA councils open the doors and provide you
exposure to industry leaders, decision makers, trendsetters and a
community of like-minded individuals who share your passion and desire
to see business succeed and prosper. Once the doors are open, it is your
responsibility to take advantage of the benefits by becoming actively
involved.

Learn more today
.

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