Business

Accessories Influence New-Car Sales

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A new study commissioned by SEMA indicates that aftermarket products influence about a million new-vehicle sales each year. The automotive marketing research and consultancy firm AutoPacific collected and analyzed consumer data to quantify the effect that accessorization has on the sale of new vehicles. The resulting report, “Influence of Accessories on New-Vehicle Sales,” details the findings.

The study looked at the persuasive effects created by accessory products, including which ones are likely to create the greatest influence. 

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Selling a Car at an Auction

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In the November 2010 issue of SEMA News, we discussed how SEMA-member companies might use auctions to find the perfect vehicle to feature in promotions and advertising. Such vehicles can provide value well beyond their material worth by helping customers realize long-held dreams. In some cases, however, the effectiveness of even the optimal vehicle eventually diminishes, whether because of changing styles, a new marketing direction or other factors. The company may then wish to utilize an auction to divest itself of that property with either a minimal loss or—even better—a net gain because of appreciation. Perhaps the most significant benefit of consigning a collector or exotic vehicle to an auction is the extremely passionate pool of buyers drawn by such events.

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A Few Words With Bob Moore

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While technology has been an undeniable force in the evolution of the automobile, it has also determined how cars and car parts are sold. From the first handbills to newspaper and magazine advertising to broadcast media and now the Internet, technology inevitably changes the way manufacturers, distributors and retailers sell their wares. As electronic cataloging has evolved over the past decade, the ability of parts suppliers, sellers and end users to source and find parts has gone from tedious to instantaneous—so long as sufficient and correct product information is available. Simply put, ample and easily understood information helps sell products.

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Industry Trends for 2011

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No one can predict the future, of course, but experience is a type of barometer. As we move into a new year, we called on the wisdom of some of SEMA’s most seasoned managers—who also happen to be in leadership positions with the association’s councils—to provide their opinions about what’s just down the road. We hope that their thoughts spark a few of your own.

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Axes and Axles

The Wally Parks NHRA Museum in Pomona, California, celebrates the cars, and guitars, of icons including Jeff Beck, Eric Clapton, Michael Anthony and Eddie Van Halen in a new exhibit. SEMA News covers the exciting premiere.

Good Product Information = Sales!

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This series of SEMA News stories is based on the idea of using reliable and repeatable methods to ensure business success. In coming issues, we will delve into a range of topics aimed at developing Best Practices through knowledge, motivation and skills.

Electronic cataloging and inventory controls have revolutionized the way business partners communicate with one another and how they provide information to consumers.

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Bidding at a Car Auction

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Many SEMA-member companies use collector cars and exotics for promotional purposes, a fact that is borne out year after year at the SEMA Show. Whether in advertising, in catalogs or at car shows, the right vehicle with the right accessories can not only attract attention, but may serve to motivate consumers to purchase a component or a whole package. Whether for company promotion or for personal use, finding the perfect vehicle may involve lengthy and complex searches that call for extended travel and diligent study. The typical avenues that buyers pursue include dealerships, magazine and newspaper classified advertising and the Internet. On the other hand, a vehicle auction can be a one-stop shopping venue where buyers may find exactly what they are looking for.

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Retail Store Displays

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Retail stores should be well-organized and use clear, easily understood signage so that shoppers can find the products they are looking for while also being led to special offers and promotional items. But unless you have vast experience in the design of retail spaces, it’s undoubtedly best to work with a consultant in setting up your store for maximum accessibility and the resultant sales.

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