Business

Digital Marketing

About this product:

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

Writing for BtoB Online, Senior Editor Christopher Hosford cited a survey that indicated a 17% average increase in online marketing spending for 2010. Another survey suggested that 64% of companies plan to increase budgets for search-engine optimization, and 51% will increase budgets for paid search. The groundswell of cell-phone applications—particularly on Blackberry and iPhone devices—has led to 56% of companies planning to increase their spending on mobile marketing. And the newest darling in the online realm, social networking, has opened a panorama of possibilities.

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Building an Effective Catalog

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A properly executed catalog is more than just a list of products accompanied by pretty pictures. An effective consumer catalog, such as an effective salesperson, should show customers not just what to buy but also why they should buy. Everything should be an enticement to purchase the product that brought the customer to the catalog—and to sell related products. Catalogs can upsell almost as effectively as top employees.

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Identifying Performance Parts Trends

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The automotive specialty-equipment industry was born in the racing and performance segment. In fact, the original name of SEMA, now the Specialty Equipment Market Association, was the Speed Equipment Manufacturer’s Association. While the name and the industry evolved to include an array of more than 7,000 businesses, racing and performance still deliver the iconic images that people associate with automotive accessories.

In large measure, that niche mirrors the overall marketplace, and the trends that occur in the performance segment often offer a preview of what will take place in the rest of the industry.

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Wayne Croswell -Tire Industry Association President

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When his software company asked him to become vice president of operations for a newly acquired tire industry company, tires had “no appeal for me whatsoever,” said Wayne Croswell. That was 32 years ago. Now, Croswell is president of ASA Tire Systems and the new president of the Tire Industry Association (TIA).

“I fell in love with the industry and the people, and it got into my blood,” he said.

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