Matching Companies With Marketing

Until fairly recently, advertising and PR were two distinctly different functions in the marketing of automotive specialty-equipment products. As with so many other aspects of modern commerce, the Internet has created some blurring of the lines. Getting products in front of potential customers is the lifeblood of marketing. Whether through straightforward advertising placed in pertinent outlets or through creative ventures handled by public relations (PR) agencies, getting the word out is key.

We included an article on best practices for selecting an ad agency in our February 2013 issue (“Finding the Right Advertising Agency,” p. 60), and this month, we’re taking a look at selecting a PR firm.

A ’12 Toyota HiLux (shown) is one of two vehicles popular outside the United States but not sold in this country and that is available for SEMA members to measure in order to create export-ready products. Education and Logistical Help for Global Companies, International Vehicle Measuring Sessions, Make/Model Data, Attend International Seminars, Middle East Seminar, and more.

Exporting automotive specialty-equipment products can allow U.S. companies to increase their customer bases for improved bottom lines, better position themselves to ride out possible future U.S. economic downturns, and increase overall competitiveness through access to new customers. Exporting leads to new ways of doing business, and SEMA supports the global efforts of its members through a series of targeted international programs. This is the second of a two-part series on SEMA programs and resources designed to assist members to grow their international sales.

More than 50 free education courses and several “pay-to-attend” educational events will cover everything from online marketing to customer service, management, industry trends and more. Hot Topics at the 2013 SEMA Show

More than 50 educational programs in a number of segment categories will be presented during Education Days at the 2013 SEMA Show, and you can see the full list starting on p. 94 of this issue. However, the following few presentations are of particular importance.

More than 50 free education courses and several “pay-to-attend” educational events will cover everything from online marketing to customer service, management, industry trends and more. These courses are designed to give you practical tools that can be implemented the day you return from Las Vegas.

Business-to-business (B2B) marketers find that case-study articles placed in key professional and trade journals are some of the most effective ways to close new deals with current and prospective customers, according to a pair of new studies. Specifically, 67% of B2B buyers surveyed said that they relied on research and white papers presented by trade and professional organizations more than any other source when making purchasing decisions.A Marketing Home Run, Research Finds

Business-to-business (B2B) marketers find that case-study articles placed in key professional and trade journals are some of the most effective ways to close new deals with current and prospective customers, according to a pair of new studies. Specifically, 67% of B2B buyers surveyed said that they relied on research and white papers presented by trade and professional organizations more than any other source when making purchasing decisions.

SEMA Data Co-op at the Show:Jon Wyly

No matter your skill level, beginner to expert, there will never be a better time to get a healthy dose of “data savvy” than at the 2013 SEMA Show.

The SEMA Data Co-op (SDC) will be giving presentations and demos all day Tuesday, November 5, through Friday, November 8, in booth #20579, and is also offering a full slate of educational sessions on Monday, November 4. All sessions are free, run one hour each and are repeated morning and afternoon to best accommodate busy Show schedules.

Chris Kersting, SEMA President and CEO There are many prestigious awards handed out at the SEMA Show. While each is significant in its own way, there is one award that should be of particular interest to everyone at the Show, and potentially, everyone in the auto industry. That would be the SEMA Award because it represents the collective voice of the industry.

By counting and sorting the vehicles displayed in exhibitor booths, we can gauge which vehicle models SEMA exhibitors believe will lead the way when it comes to generating accessory sales. The SEMA Award is a way to spotlight our exhibitors’ unique ability to identify which models are hot, just as the trends are gaining momentum.

Evasive Motorsports has built a thriving e-Commerce/brick-and-mortar mix through active participation in racing and other motorsports events. Evasive Motorsports Builds e-Commerce Through Event Participation

What does it mean to be brick-and-mortar in the modern aftermarket business scene? Does it mean having a shop with a traditional storefront filled with inventory and displays to attract walk-in clients? Or does it mean a building stocked with inventory, with items often previewed or even ordered online, with a simple reception counter for a cadre of customers who come through the door to pick up and install those items? And what about having a full-service shop for building and tuning cars, complete with two-post lifts, fabrication facilities and a dynamometer?

The magazine laid out details of SEMA’s international relations program to assist its members in growing their businesses in strategic overseas markets. SEMA was recently honored with the Presidential Export Award —or “E” Award—from U.S. Acting Secretary of Commerce Rebecca Blank in Washington, D.C. The President’s “E” Award was created by President John F. Kennedy in 1961.

“E” Awards were presented to a total of 57 recipients this year. Criteria for the award is based upon four years of successive export growth and case studies that demonstrate valuable support to exporters resulting in increased exports for the member company’s clients.

In honor of Collector Car Appreciation Day on July 12, several SEMA members and staff celebrated with music, food and, of course, collector cars. On July 12, 2013, SEMA-member companies joined with SEMA staff and thousands of enthusiasts to celebrate the fourth annual Collector Car Appreciation Day (CCAD). Official events were held in the United States, Canada and Australia to commemorate the day, designated by a SEMA-requested U.S. Senate resolution.

Sponsored by Sen. Jon Tester (D-MT) and Sen. Richard Burr (R-NC), the U.S. Senate resolution recognized “that the collection and restoration of historic and classic cars is an important part of preserving the technological achievements and cultural heritage of the United States.” Lawmakers in states, provinces, counties and cities have followed the Senate’s lead by adopting their own resolutions. This year’s participants included: Michigan; New Mexico; New York; Manitoba, Canada; Nova Scotia, Canada; Las Vegas, Nevada; Madera County, California; York County, Virginia; and Washington Parish, Louisiana.

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