SEMA Show Daily Issue 4
SEMA Show Daily Issue 3
SEMA Show Daily Issue 2
SEMA Show Daily Issue 1
Last Year's SEMA Show Education Days Complete Schedule
Monday, November 2 – Thursday, November 5, 2009
Location: North Hall Meeting Rooms, Las Vegas Convention Center (LVCC)
Registration: Free for all registered SEMA Show Attendees.
Goal: To provide attendees with exclusive insights and educational tools to survive this tough economy and thrive when it recovers.
Vehicle Technology Briefing SuperSessions
November 3, 2009 – 9:30 a.m. - Noon
DRIVING GREEN: MPH+MPGe
Green Performance represents the latest vehicle technologies and opportunities associated with high-performance engineering, energy efficiency and the fact that horsepower and green power can coexist. Going green is no longer an option - nearly 85% of Americans consider themselves environmentalists. During this session, a panel of experts explores the potential solutions for SEMA members to partner, leverage and capitalize on their capabilities in these emerging technologies and growing market segments.
Moderated by: John Waraniak, SEMA
Presented by:
• Justin Ward, Toyota Technical Center
• Dan Kapp, Ford Motor Company
• Johnathan Goodwin, H-Line Conversions and Goodwinn-Young
• Beau Boeckmann, Galpin Auto Sports
• Ric Fulop, Mrketing A123 Systems
• Dean Tomazic, FEV, Inc.
• Gale Banks, Banks Power
• Eric Cahill, Progressive Insurance Automotive, Automotive X Prize
• Azhar Hussain, TTXGP eGrandPrix
November 4, 2009 – 9:30 a.m. - Noon
DRIVING CONNECTED: Built-in, Brought-in and Beamed-in – Integrating Automotive and Consumer Electronics
Vehicle electrification, electronics integration and connected vehicle technologies are leading the way toward cars that don’t crash and devices that don’t distract. Automakers have recognized that connected vehicles sell and are a hit with consumers. The challenges and opportunities for SEMA members lie in how effectively these features and devices can be integrated into vehicles. This seminar focuses on accelerating product development, deployment, acceptance and integration of automotive and consumer electronics.
Moderated by: John Waraniak, SEMA
Presented by:
• Greg Baribaultt, Microsoft Auto
• Thilo Koslowski, Gartner
• Roger Berg, Denso American International
• Greg Krueger, Michigan Dept. of Transportation
• Roger Curtis, Michigan International Speedway
• T.C. Wingrove, Visteon Corporation
• Paul Venhovens, Clemson University
• Michael Schagrin, U.S. Dept. of Transportation
• Mike Blicher, CEA-SEMA Automotive Electronics Connectivity Committee
November 5, 2009 – 9:30 a.m. - Noon
DRIVING SAFE: ESC Systems and Aftermarket Performance
This seminar focuses on the challenges, solutions and opportunities associated with electronic stability control systems. Attendees will learn about active-passive safety systems combined with practical approaches for determining compatibility and compliance of aftermarket products with ESC systems and ways to assess the interaction between ESC and specific aftermarket products. The seminar will be highly interactive with the audience. A vehicle simulator will demonstrate the impact of specific aftermarket modifications on vehicle dynamics and FMVSS 126 compliance.
Moderated by: John Waraniak, SEMA
Presented by:
• Paul Williamsen, Lexus College, Toyota Motor Sales, USA
• Ed Browalski, ACEC
• Kevin Kott, dSPACE, Inc.
• Tom Gillespe, Mechanical Simulation Corporation
• Michael Chetcuti, Quality Metalcraft & Principal, AEV
November 2, 2009 – 10:00 a.m. – 11:00 a.m.
Tech Transfer: Cut Product Development Time & Costs
Immediately impact your company’s bottom line using Computer-Aided Design (CAD) technologies to cut your product development time and costs. Through demonstrations and a short tutorial you’ll see how powerful and easy this tool is to get your next product launched quicker and for a heck of a lot less.
Presented by: Oscar Munoz, SEMA Vehicle Product Data Manger
November 2, 2009 – 2:00 p.m. – 3:00 p.m.
Tech Transfer: Cut Product Development Time & Costs
Immediately impact your company’s bottom line using Computer-Aided Design (CAD) technologies to cut your product development time and costs. Through demonstrations and a short tutorial you’ll see how powerful and easy this tool is to get your next product launched quicker and for a heck of a lot less.
Presented by: Oscar Munoz, SEMA Vehicle Product Data Manger
Business Efficiency 101
Sponsored by the SEMA Business Technology Committee (BTC)
November 2, 2009 – 9:30 a.m. - 10:30 a.m.
Getting Your Data House in Order, Part I: “We Really Want to Sell Your Products but Your Data
Won’t Let Us”
Our speaker will provide a real-life case study (or should we say horror story) on a substantial brick and mortar retail chain, that recently decided to have an online presence. Thirteen months and tens of thousands of dollars later, this website still isn’t operating because the retailer can’t get the data they need from their suppliers. If you are a manufacturer who wants to see your products on more websites or are a retailer considering creating or expanding your website, this case study is a must see.
Presented by: John Zinn
November 2, 2009 – 11:00 a.m. - 12:00 p.m.
Getting Your Data House in Order, Part II: Data Standards 101
This session is a must for anyone who is just getting started with data or is confused by all the “geek-speak” related to data and data standards. Bob Moore will present on the basics of standardized product information in easy-to-follow “non-tech” speak and show how it will help you sell more products. You will learn the differences between product attribute data (i.e., PIES) and catalog application data (i.e, ACES) and how both are critical to your success. Discover how a simple data sync with your trading partners can eliminate lost sales, invoices errors and gain more business for both of you. You will walk away with a simple-to-use data template to send and receive data with your trading partners.
Presented by: Bob Moore
November 2, 2009 – 1:00 p.m. - 2:00 p.m.
Getting Your Data House in Order, Part III: Product Attribute Data -The Path to Profits
Are you interested in increased sales, lower returns and improved product exposure? If so, join us for this easy-to-understand presentation where Scott O’Toole shares his knowledge of formatting and managing product information required by today’s distribution channel, which includes product manufacturers, WDs, jobbers, retailers and manufacturers reps. So that you are well prepared when you return to your business, Scott will provide:
• Essential pieces of product information required today
• Importance of information quality and accuracy
• Real-life examples that show how bad information can cause problems, including legal issues
• Methods to populate and share data
• Benefits of adopted data standards
Don’t just sit there, join us and learn how standardized product format, PIES, allows everyone to sell more parts!
Presented by: Scott O’Toole, Motor State Distributing
November 2, 2009 – 3:00 p.m. - 4:00 p.m.
Getting Your Data House in Order, Part IV: ACES Data Standards - Fit Happens
Recent industry studies show that most manufacturers have major “holes” in the application data, meaning that they don’t catalog every application that their parts fit. This seminar will help anyone who depends on electronic catalogs to match parts to specific vehicles or engines to understand how to use industry application standards to eliminate holes and provide their customers with more accurate application data. This seminar helps explain the differences between AAIA Legacy data standards and ACES and how to get the most out of each.
Presented by: Gigi Ho, Digital Performance Inc.
November 3, 2009 – 3:00 p.m. - 4:00 p.m.
Measure the Success of Your Online Efforts with eMetrics
The flood of data available to gauge the effectiveness of your website is mind boggling. You know you’ve spent an enormous amount to build your site - but is it serving your business? Do you know who is finding your site? What pages they’re visiting? And how do you act once you’ve determined the answers? This course is an eye-opener for anybody who is concerned about measuring the results of their labors.
Presented by: Linda Boudiab, Google, and Mark Contreras, Google
November 4, 2009 – 11:00 a.m. - 12:00 p.m.
Offer More Products with Reduced Inventory - Welcome to IPO Technology
By implementing Internet Parts Ordering (IPO) Technology, a reseller can leverage their suppliers inventories to offer a wider range of products while reducing their inventory. You can confirm product availability and order and calculate special shipping through an electronic process in seconds while your customer is standing at the counter. IPO technology can help provide a commerce solution that any retailer, installer or distributor can use to sell more with less. The seminar will cover both basics and intermediate sections of the IPO standards and process.
Presented by: Anne Coffin, Beck/Arnley
November 5, 2009 – 9:30 a.m. - 10:30 a.m.
Trading Partner Connectivity - E-Hub Solutions
Enabling trading partner connectivity can provide critical business information and operational efficiencies, thereby improving profitability for all. Our presenter will communicate the business value and technology requirements at each level within the supply chain. If you need connectivity solutions to fit your needs, this seminar is not to be missed!
Presented by: Steve Smith, GCommerce Inc.
Customer Service & Sales Solutions
November 2, 2009 – 11:00 a.m. - 12:00 p.m.
Boost Your Profits with Customer-Centered Selling
Learn a sales system that can be implemented immediately for greater profit. This practical, proven system focuses on easy-to-understand strategies, tips and tricks to boost your store’s sales while providing exceptional service. Learn a potent five-step system and six powerful words that will dramatically increase sales and let you understand your customer’s needs. This workshop gives you what you need to create a team of sales superstars.
Presented by: Bob Negen, WhizBang! Training
November 2, 2009 – 1:00 p.m. - 2:00 p.m.
Simple & Effective Marketing That Will Turbo Charge Your Sales
If 15% to 30% sales growth sounds good, don’t miss this dynamic workshop. Learn the secrets of a consistent system to generate significant sales increases and exponential growth by learning how to get customers to shop more often, generate foot traffic and tricks to growing your business without spending a fortune - plus a special section on how to use the Internet to generate more sales from your current customers.
Presented by: Bob Negen, WhizBang! Training
November 3, 2009 – 1:00 p.m. - 2:00 p.m.
The Nordstrom Way to Customer Service Excellence
Customer loyalty is fundamental to the success of your company. Without it, expenses go up, profits go down, morale can suffer and your company is at risk. We know how to create loyal customers and will provide the ideas, tools and motivation to keep your customers coming back. Your people will leave this seminar with real-world action items they can put to use right away.
Presented by: Robert Spector, Author of The Nordstrom Way
November 4, 2009 – 9:30 a.m. - 10:30 a.m.
Consultative Selling: Making Customers Happy They Bought from You!
Are your customers "shopping" their installation and service work more than ever? Do they "price compare" every item? Choose the cheapest product or service possible . . .. putting off until tomorrow what they should do today? In these unsure economic times, customer service and consultantative selling is more important than ever. In this seminar, you will learn simple and easy tools you can use to teach your employees how to do "consultantive selling" . . and the result will be customer loyalty and increased sales!
Presented by: Michael Mattevi, GE Money
November 5, 2009 – 11:00 a.m. - 12:00 p.m.
Sure-fire Ways to Maximize Accessory Sales to Auto Dealers
Restylers and retailers need a recession-busting formula for merchandising products and services to car dealers. Discover real-world solutions to reinvigorating accessory sales to dealerships. Learn how to build long-lasting relationships with key decision makers and turn objections into opportunities. Pinpoint what’s expected in terms of quality and service, and identify the best approaches to creating profitable accessory programs for you and your dealer customers. Make the best of this revenue source.
Moderated by: Ellen McKoy, SEMA, with panelists:
• Jonathan Titman, Automotive Essentials
• Ed Wood, Parkway Ford
November 5, 2009 – 1:00 p.m. - 2:00 p.m.
Relate or Die: Communication and the Profit Motive
This seminar will delve into the critical need to relate to others and the consequences of failing to do so. Communication is key to relationship building. If you want to make more money, have happier customers and employees, don’t miss this entertaining and educational talk.
Moderated by: Mel Selway, P.A.R.T.S.*, Inc.
Panelists:
• Tom Wronkovich, BikeTown Harley-Davidson
• Rob Lytle, American Honda Motor Co., Inc.
• Karin Gelschus, PowerSports Business
• Galen Royer
November 5, 2009 – 3:00 p.m. - 4:00 p.m.
How To Get Customers Off The Phone And Into Your Store
As retailers, we spend a fortune every year to make that phone ring. And then we fail to get the customer in the door. This seminar will teach you how to get them off the phone and into your store where you can sell them. You'll walk away knowing how to take control, sample questions to ask that will engage them in the buying process and, most importantly, get them to spend money with you!
Presented by: Eddy Kay, Eddy Kay Group and author of Retail Amnesia
November 2, 2009 – 11:00 a.m. - 12:00 p.m.
Is Motorsports Marketing Worth It? How You Can Tell If You’re Making Money or Not in Motorsports
Sponsored by the SEMA Motorsports Parts Manufacturers Council (MPMC)
Money is too precious to throw away on a hunch. Many marketers sweat over an investment in motorsports because they are not sure if it is yielding an attractive return. The unusual nature of motorsports and how such marketing is structured mean that conventional measurements can be terribly misleading. Learn to break down motorsports marketing opportunities into meaningful metrics that will lead to much better decision making using Customer Experience Reduction Analytics.
Moderated by: Jim Skelly, SEMA
Presented by:
• Bill Floyd, Ride Tech/Air Ride Technologies
• Bill Holland, Holland Communication
• Carl Fredrickson, Speedway Illustrated
• Morgan Lucas, Lucas Oil and Top Fuel Driver
• Brian Wolfe, Motorsports Director, Ford Motor Company
November 2, 2009 – 3:00 p.m. - 4:00 p.m.
Global Growth: Successful Companies Show the Way to International Success
Learn from the best of the best in how to access the global market. Top specialty-equipment companies demonstrate how they accessed new markets and learned the rules of playing the international game. Expand your company’s reach with this informative seminar.
Moderated by: Linda Spencer, SEMA, with panelists:
• Jim Cozzie, RTM Productions
• Bob Scheid, Fidanza Engineering Corp / Performance Management and Consulting
LLC.
November 3, 2009 – 11:00 a.m. - 12:00 p.m.
Thriving in Challenging Times
Have you ever wondered why some businesses are highly successful, while others struggle to simply stay one step ahead of their competitors? Learn how to attract more prospects with low-cost innovative marketing. Find solutions to your challenges and break down barriers to reaching your peak potential. Persuade others with your ideas, services and products and uncover a wealth of proven business strategies that will help you and your organization grow rapidly.
Presented by: Richard Jones, Management 2000, Inc., and Justus Breeze, Automotive News
November 3, 2009 – 1:00 p.m. - 2:00 p.m.
A View from the Street: Hot Products for 2010
Learn what’s selling! Industry experts discuss the top 10 products for 2010. Attendees will be provided with a comprehensive summary on the state of specialty-equipment online buyers and sellers. This seminar offers a clear understanding of the essential products retailers won’t want to start the New Year without.
Presented by: Famous Rhodes, eBay Motors
Panelists include:
• Famous Rhodes, eBay Motors
• Bryan Murphy, WHI
• David Berg, Activant
• Davang Shah, Google
• Robert Einaudi, CarDomain
• BJ Britwell, Armory Marketing
November 4, 2009 – 1:00 p.m. - 2:00 p.m.
Demystifying the DIY’er
In today’s economy, consumers still want specialty-equipment products but are more likely than ever to attempt installations themselves. For manufacturers and retailers alike, these buyers may represent either lost service dollars or an opportunity to generate greater loyalty and long-term customers. During this session, attendees will be presented with a number of opportunities for engaging do-it-yourself customers and stimulating more business.
Presented by: Famous Rhodes, eBay Motors
November 5, 2009 – 1:00 p.m. - 2:00 p.m.
Staying Ahead: Technology That Positively Impacts Your 12-Volt Business
What happens when consumers want the latest technologies in their cars but don’t want to buy a new car to get them? What 12V technologies are meeting the needs of today’s portable enabled consumer? What factors really impact their buying decisions? How do retailers capitalize on the growing consumer desire for upgrading factory sound systems? By participating in this informative seminar, you will walk away with a better understand of the innovative 12volt products that will grow your business.
Panelists Include:
• Steve Witt, Alpine
• Barry Vogel, MERA
• Mike Kahn, Sony
• Joe Gross, Kicker
• Steve Baldacci, iBiquity
• Ben Oh, Motormusicmag.com
Legal & Public Policy
November 2, 2009 – 9:30 a.m. - 10:30 a.m.
Patents, Trademarks, & Copyrights: Ask the Experts
Learn business law without the strain of legal jargon. During this session, top attorneys in the specialty-equipment market answer your questions on the key issues that make an impact on your company. These attorneys are experts on patents, trademarks and copyrights and will dedicate the entire 60-minute panel discuss toward answering your questions. You may even submit your questions in advance. Simply e-mail your query to member@sema.org.
Moderated by: Stuart Gosswein, SEMA, with panelists:
• Merritt R. Blakeslee, The Blakeslee Law Firm
• Steve Lustig, Dickinson Wright PLLC
• Robb Roby, Knobbe Martens Olson & Bear
November 2, 2009 – 11:00 a.m. - 12:00 p.m.
Hidden Treasures and Lurking Lawsuits: How to Increase Profits and Stem Losses Without Getting Sued in Troubled Economic Times
Times are tough. Businesses find themselves having to renegotiate contracts, get out of deals that aren’t working and lay off employees who aren’t performing. Each of these presents a real danger, and handling them incorrectly can lead to even greater legal complications. Learn how to renegotiate or terminate contracts and eliminate staff without being sued. This talk also highlights simple, inexpensive steps to ensure the protection of valuable company assets.
Presented by: Brian Balow, Dickinson Wright PLCC, and Gary Wolensky, Hewitt Wolensky LLC
November 2, 2009 – 1:00 p.m. - 2:00 p.m.
Do-It-Yourself Intellectual Property Protection
Budgets are tight, but guarding intellectual property is essential. How can a company avail itself of intellectual property rights while reducing the amount spent on intellectual property counsel? This presentation introduces online resources and other steps that reduce legal expenses while preserving the ability to pursue intellectual property rights.
Presented by: Robb Roby, Knobbe Martens Olson & Bear
November 3, 2009 – 1:00 p.m. - 2:00 p.m.
Do My Employees have a Reasonable Right to Privacy?
Employee rights require company planning. That’s why you need a policy manual. Learn how to set standards for your employee instead of assuming that you’ll know what to do and when to do it. Avoid legal hassles by knowing where you stand.
Presented by: Doug Frymer, Law Office of Douglas A. Frymer, and Tiffany Brosnan, Snell & Wilmer L.L.P.
Marketing
November 2, 2009 – 9:30 a.m. - 10:30 a.m.
Nostalgia is Good 4 Biz: When Old News is Great News
Take a walk down memory lane and learn how to capitalize on nostalgia to build your brand and improve sales. Nostalgia is the sizzle that captures attention. Learn how to improve your business by focusing on the connection people feel toward the past.
Moderated by: Stacey David, GEARZ TV
Presented by:
• Bill Tichenor, Holley
• Jon Clark, Aftersales LLC and SMS Supercars
• Brian Downard, Lokar
November 2, 2009 – 1:00 a.m. - 2:00 p.m.
Branding: What Makes or Breaks Your Success!
Standing out in the crowd during tight market conditions is crucial to survival. Products can survive the vagaries of the market and last to see better days with strong brand equity. In this seminar, our presenter demonstrates techniques of good versus insufficient branding, provides a step-by-step process to teach attendees how to develop a strong brand and provides evaluation tools to measure the success of a company’s existing branding efforts.
Moderated by:
• Zan Martin, Martin & Co. Advertising
• Nate Shelton, B&M
• Joe St Lawrence, Executive Producer of Spike TV’s Powerblock
• Mark Wronski, AMP Research
• Paul Banks, Cherry Bomb
• Mark McFann, Royal Purple
November 2, 2009 – 3:00 a.m. - 4:00 p.m.
Product Launches: What You Must and Must Not Do
Every product launch is unique, but all require market research, competitive analysis, branding, promotion and packaging. Distribution determines the tactical elements, whether its retail, online or two- or three-step distribution. All require support marketing to reach the end consumer. Our panelists will provide the must-do activities and materials for a product launch in today’s market.
Moderated by: Tom Marx, The Marx Group and co-author of Marketing Sucks! (And Sales too!), with panelists:
• Cam Benty, FlowMaster
• Ron Coleman, Competition Cams
• Marla Moore, Hypertech
November 4, 2009 – 9:30 a.m. - 10:30 a.m.
Cause, Viral and Social Marketing: New Methods to Solve Old Problems
Three old marketing standbys -image advertising, item advertising and price advertising - are becoming relics of the past. To get the attention of today’s consumer, you have to meet them where they are. Cause, Viral and Social marketing can cost less and get you better staying power in the customer’s mind -if you know how to do it properly. Join Tom Shay and see how CVS marketing gets customers in your door.
Presented by: Tom Shay, Profits+Plus
November 5, 2009 – 11 a.m. - 12 p.m.
Selling Against the Internet: Secrets of Successful Retailing
People do not like buying off the Internet, where they are unable to touch, feel and truly review a product. That’s why they ask you to match the price. They want the safety of a real store where they can examine the real product. Learn how to use this information to get the sale at your price.
Presented by: Eddy Kay, Eddy Kay Group and Author of Retailers Amnesia
November 4, 2009 – 1:00 p.m. – 2:00 p.m.
Marketing to the Gen Y Customer
During this session, leading brands in and out of the specialty equipment market share their knowledge and experience courting the coveted Gen Y demographic. Through this seminar, you will learn how the typical Gen Y customer prefers to learn about a product, their buying patterns and technology used to get the answer THEY want.
Moderated by:
• Michael Cooperman, J.D. Power and Associates
Presented by:
• Justin Choi, Cie Studios
• Victor Carillo, The ID Agency
• James Lawrence, PowerTV Media
• BJ Birtwell, Armory Marketing
• Chance Parker, J.D. Power and Associates
November 5, 2009 – 9:30 a.m. – 10:30 a.m.
Make Some Noise
The former director of communications for Harley-Davidson Motor Company, Ken Schmidt played an active role in one of the most celebrated turnarounds in corporate history. He is a frequent speaker to business groups and academic communities throughout the world. “How the people of Harley-Davidson were able to turn this great company around, as successfully as we did, makes for one of the best business stories of all time,” he says. His presentation, “Make Some Noise,” is a fascinating story of building an entirely new corporate culture, of rekindling relationships with customers, and reaching out to new ones in completely untraditional ways. After all he has accomplished, his philosophy of life and business has remained the same: “Never do what’s expected, make yourself as noticeably different as possible, and have a lot more fun than you’re supposed to.”
Presented by: Ken Schmidt, Professional Speaker and Former HD Director of Communications for Harley Davidson
November 5, 2009 – 11:00 a.m. – 12:00 p.m.
Selling Against the Internet: Secrets of Successful Retailing
People do not like buying off the Internet, where they are unable to touch, feel and truly review a product. That's why they ask you to match the price. They want the safety of a real store where they can examine the real product. Learn how to use this information to get the sale at your price.
Presented By: Eddy Kay, Eddy Kay Group and author of Retail Amnesia
Online Marketing, Sponsored by eBay Motors 
November 2, 2009 – 9:30 - 10:30 a.m.
Creating Killer Video: Using Video to Communicate with Your Customers
Learn to create effective video for distribution via the Internet on social media websites. Topics will include equipment suggestions, content ideas and what to do with the video once it’s produced. This entertaining seminar shares the secrets to videos that have worked well by earning thousands of views on a social media website with little effort and cost.
Presented by:
• John Naderi, StreetFire.net, and Famous Rhodes, eBay Motors
• Chris Duke, MOTORZ
• James Lawrence, PowerTV
• Josh Biggers, Stillen
November 3, 2009 – 9:30 - 10:30 a.m.
Profitable Online Selling: An Interactive Discussion with the Expert
If you could ask an industry expert specializing in Internet marketing just one question about growing your business online, what would that question be? At this event, Internet marketing pro Brian Offenberger takes your questions and, through his answers, identifies the actions you need to take for better results. The entire 60-minute session consists of audience members receiving solutions to their most pressing Internet marketing problems - answers you need to make money.
Presented by:
• Brian Offenberger, Aftermarketer Club
• Dora Fang, eBay Motors
• Jenni Chang, eBay Motors
November 3, 2009 – 11:00 a.m. - 12:00 p.m.
Jumpstart Your Internet Marketing
As Internet marketing evolves, it can be difficult to get started. This hands-on session teaches:
• Five fundamental elements of Internet marketing
• Common terms used in Internet marketing
• The basics elements of a good website
• How to hire a competent website designer/web company
As a bonus, one company will be selected to have the session instructor work free for one year to grow its profits through Internet marketing.
Presented by: Brian Offenberger, Aftermarketer Club
November 3, 2009 – 1:00 p.m. - 2:00 p.m.
Digital Logic: Internet Marketing Tools That Make Sense
You’re only as good as the tools you use. Internet marketing expert Brian Offenberger goes under the hood to show you how to achieve success with online sales. Learn about low-cost or even free tools that tell you exactly what Google sees when it scans your website, what people say about your company online, the keywords people use to find your company and the effectiveness of your website and web marketing.
Presenter by: Brian Offenberger, Aftermarketer Club
November 3, 2009 – 3:00 p.m. - 4:00 p.m.
Draw Traffic Now With the Basics of Website Design and Content
This action-packed hour gives you a fast, reliable and effective way to get your website up to speed. Understand the components of a great website. Apply proven techniques to turn visitors into customers. Discover easy ways to add content. Learn how to evaluate website performance. And to help you with the basics in the right way, 15 lucky attendees will receive a free website evaluation with the session instructor!
Presented by: Brian Offenberger, Aftermarketer Club
November 4, 2009 – 9:30 a.m. - 10:30 a.m.
Social Networking and Viral Marketing – How to Get People to the Party
Hosted by the SEMA Businesswomen’s Network (SBN)
Is your marketing reaching the Facebook generation? Now that active Facebook membership includes more than 150 million active users and the fastest-growing demographic is those 25 years old and older, you can no longer ignore Facebook or other social networking sites. Learn how to use them to increase sales and profitability.
Panelists include:
• Mike Schwab, NGK Spark Plugs (USA), Inc.
• Mark Sprague, NGK Spark Plugs (USA), Inc.
• Dr. Melissa Read, Engauge
• Natasha Swanson, Monarch Products
November 4, 2009 – 3:00 p.m. - 4:00 p.m.
Social Networking to Make $$$
Struggling to figure out how top companies are increasing sales through social networking? Then you need to participate in this seminar. This session provides social networking business models, case studies of leading specialty-equipment company strategies and how you can take advantage of this growing Internet trend. These online communities represent burgeoning sales opportunities.
Learn to use them!
Panel moderated by: Tom Myroniak, SEMA, with panelists:
• Thomas West, Whitney Automotive Group
• Tyler Tanaka, Turbonetics Inc.
• Alex Algard, CarDomain Network
• Che Chou, Turn 10 Studios
November 5, 2009 – 11:00 a.m. - 12:00 p.m.
Formula for Email Success: The Essential of Email Marketing
Do you have a 90% or better response rate to your e-mail inquiries? Do you dread cold calls? This program shows how to produce e-mails that get read and get action! The information is relevant for anyone who uses e-mail for business or personal communications. It is particularly effective for people in sales and provides the edge you need to increase sales without picking up the phone to make cold calls.
Presented by: Michael Kelly, ClickMail Marketing
November 2, 2009 – 9:30 a.m. - 10:30 a.m.
How to Develop a WhizBang! Staff
A successful staff is a competitive edge for any business, but it doesn’t happen by accident. Learn how to find the most qualified candidates, how to separate potential superstars from the run-of-the-mill, the three reasons people don’t do what they are supposed to – and how to solve the problem, and the five secrets of successful coaching. An exceptional staff is the best way to increase sales and improve customer service.
Presented by: Bob Negen, WhizBang! Training
November 2, 2009 – 11:00 a.m. - 12:00 p.m.
Hiring and Inspiring the New Generation
Sponsored by the SEMA Young Executives Network (YEN)
Decades of downsizing and layoffs have changed the contract between employee and employer. Everything has changed - job descriptions, hiring strategies, interviewing techniques, compensation policies. Generations X and Y are not like Baby Boomers, and the newest-generation Millennials will be even more different. Learn how to hire, inspire and survive the new trends in employment at this forward-looking seminar.
Presented by: Lisa Orrell, The Orrell Group and Author of Millenials Incorporated
November 3, 2009 – 9:30 a.m. - 10:30 a.m.
Negotiating to Win: A Human Relations Approach
Regardless of the position you hold in your organization, your work day is a series of negotiations. The ability to use all-win negotiation skills can make all the difference in your negotiating success and is essential to influencing people and facilitating constructive, positive relationships. During this seminar, Richard Bonar will assist with the assessment of negotiation skills, identify qualities of successful negotiators, generate all-win outcomes through planning and preparation, and apply negotiation approaches to achieve mutually beneficial results.
Presented by: Cory McGuire, Dale Carnegie
November 3, 2009 – 11:00 a.m. - 12:00 p.m.
Suggestion Selling: Add on Selling at its Best!
Suggestion selling is a powerful tool for incrementally increasing sales. When applied in the right way, customers are grateful for your suggestions and learn to trust you for expert advice. As a result, you are able to sell more services and merchandise while building trusting customer relationships. Through this insightful presentation, you’ll learn how to implement non-pressure selling techniques, gain customer trust through helpful suggestions, and tie customer expectations to additional selling opportunities.
Presented by: Cory McGuire, Dale Carnegie
November 4, 2009
If Patton Ran Your Business, Part I – 11:00 a.m. - 12:00 p.m.
If Patton Ran Your Business, Part II – 1:00 p.m. - 2:00 p.m.
If Patton Ran Your Business, Part III – 3:00 p.m. - 4:00 p.m.
General George S. Patton was an outstanding leader, and he had unique ideas about how to lead the troops under his command. During this three-part workshop, Tom will help participants determine the strategies and tactics they will utilize as they combat their competitors and make 2010 a winning year.
Presented by: Tom Shay, Profits+Plus
Tires at Two
November 3, 2009 - 2:00 p.m. - 3:00 p.m.
Successful Tire Dealers Share Their Secrets
Take a glimpse into the lives of several successful tire dealers as they share their secrets on business success. Be sure to attend one of TIA’s most popular seminars that will give you tips and advice on getting your business on the road to success. This session will feature a panel of outstanding tire dealers who have volunteered to participate in the seminar. Why is this seminar so popular year after year? It’s a rare opportunity to ask questions of some of the industry’s most successful business people. Learn from their experiences and bring back home some proven tips. The panel hosts, Tom Wright and Dennis Bucher, each with years of experience, will guide you through this top-notch seminar.
Presented by: Tom Wright, Dennis Bucher
November 4, 2009 - 2:00 p.m. - 3:00 p.m.
Effectively Communicating TPMS Training/Developments to Techs
TIA's Director of Automotive Training Development, Sean MacKinnon, will discuss how TIA has been able to speak to tire technicians across the country on the developments of TPMS in the tire industry. This seminar will focus on how this technology can be effectively communicated to tire technicians and also provide a comprehensive snapshot of where TPMS is, and where it is heading. Attendees will also gain insight on training techniques, as well as a plethora of TPMS information.
Presented by:
• Sean MacKinnon
• Carl Wacker
• Jean-Christophe Deniau
November 4, 2009 - 3:00 p.m. - 5:00 p.m.
International Roundtable – Best Practices in the Tire Industry
This is the first year for this exciting, new event. Tire industry attendees from around the world are invited to attend and participate by sharing their best practices on any or all of the following categories:
• TIRE SERVICE
• RETREADING & REPAIRING
• COMMERCIAL TIRE SERVICE
This event will be hosted by the Tire Industry Association and will feature Harvey Brodsky, Managing Director of the Tire Retread & Repair Information Bureau (TRIB) as the moderator. It promises to be an informal, fun-filled two hours, with a lively exchange of good ideas! Now is the time to begin gathering your best practices to share with your peers in Las Vegas.
Presented by:
• Harvey Brodsky
• Paul Fiore
• Rudolph Jan Leonard Spuijbroek
November 5, 2009 - 2:00 p.m. - 3:00 p.m.
TPMS Tire Repair Manufacturer Update
With tire shops across the country facing an ever-increasing amount of vehicles equipped with TPMS, the need has never been greater to have the most up-to-date and functional TPMS diagnostic and learn tools available to technicians. That’s why TIA has invited the top TPMS tool manufacturers to come and show you what their products can do, and how you can make your shops more productive and profitable.
Presented by: Sean MacKinnon, Scot Holloway, Jocques Mouchet, Scott Krampitz
All Sessions at the Las Vegas Convention Center North Hall, N252
Tuesday, Nov. 3, 2009 11:30 a.m. - 12:00 p.m.
eBay Motors: How to Sell Online
Listing Basics, Best Practices, and introduction to the largest online P & A Marketplace.
Tuesday, Nov. 3, 2009 2:30 p.m. - 3:00 p.m.
Finixx New Technology Co. Ltd.: A Breakthrough Technology for Complete Protected Safety Tire
Safety tires will become essential standard equipment of automobiles. Develop a new processing technology and production equipment for a series of self-healing and omnibearing protection safety tires, including bullet-proof rims.
Tuesday, Nov. 3, 3:30pm – 4:00pm
Superior Transmission Parts, Inc: POWERTOW™- Diesel Truck Transmission Tech
Introduce the technical benefits of diesel truck transmission enhancement after the consumer spends $ on engine upgrades that can smoke the stock automatic transmission.
Tuesday, Nov. 3, 2009 4:00 p.m. - 4:30 p.m.
Superior Transmission Parts, Inc: POWERTOW™- Información Técnica para Transmisiones Diesel (presentado en español)
"Trucos para reconstruir mejores transmisiones automáticas tras motores Diesel de alta rendimiento."
Wednesday, Nov. 4, 2009 10:30 a.m. - 11:00 a.m.
Mr. Gasket/Prestolite Performance: ACCEL DFI Fuel Injection Made Simple
Explain newest fuel injection systems, basic working principles, ease of installation & adjustments.
Wednesday, Nov. 4, 2009 11:30 a.m. - 12:00 p.m.
eBay Motors: How to Sell Online
Listing Basics, Best Practices, and introduction to the largest online P & A Marketplace.
Wednesday, Nov. 4 12:30pm – 4:30pm
AEM AEM Series 2- AEMTuner Software Training
Learn to navigate the new AEMTuner software. AEMTuner software is used with the new Series 2 EMS.
Thursday, Nov. 5, 2009 10:00 a.m. - 11:00 a.m.
Magnaflow Exhaust Products: Total Engine Management & Current Catalytic Converters
Considered the promary emission component, the catalytic converter is still only part of an increasingly complex engine management system designed to lower automotive emissions. This class will cover how today's engine management systems work with modern catalytic converters to accomplish this goal.
Thursday, Nov. 5, 2009 11:30 a.m. - 12:00 p.m.
eBay Motors: How to Sell Online
Listing Basics, Best Practices, and introduction to the largest online P & A Marketplace.
Thursday, Nov. 5. 12:30pm – 4:30pm
AEM AEM Series 2- AEMTuner Software Training
Learn to navigate the new AEMTuner software. AEMTuner software is used with the new Series 2 EMS.
[Back to Top]
KEYNOTE
Monday, Nov. 2, 2009, 8:00 a.m. - 9:00 a.m.
Las Vegas Hilton Ballroom C
"The Role of the Internet in Shaping Parts and Accessories Sales in 2009 and Beyond"
Panelists:
• Rob Chesney, Vice President of eBay Motors
• Jad Dunning, CEO of DriverSide
• Michelle Morris, Director of North America Automotive Sales for Google
• Bryan Murphy, CEO of WHI Solutions, Inc.
• Famous Rhodes, Director of Parts and Accessories for eBay Motors
• Glenn Rogers, CEO of CarDomain
• Steve Sigg, eBusiness Manager for ACDelco
The Internet is known for shaping industries by providing transparency in content, inventory and eventually pricing. Several industries have seen this cycle mature over the past 10 years. The new-car industry was the first to see this cycle of transparency play out in its space and emerge with a new set of assets to compete. Travel is another industry that has emerged out of the web with a different model. Rob Chesney, vice president of eBay Motors, will lead a panel of industry experts to explore the eventual end state of the industry, as influenced by the Internet.
Sub-topics will include:
• The role of content: Product reviews, installation content, diagnosis tools and research for comparison shopping
• Pricing transparency and its role and growing importance
• Video
• Evolution and role of aggregators (Frugal Mechanic and Shopping.com), online marketplaces (eBay, Craigslist and Amazon) and retail sites operated by business owners
• The comingling of services and parts
• The role of catalog provider content and application data
• Shift in search behavior: How consumers begins their search for parts or services
Chesney will draw from his personal experience leading the world’s largest automotive site through these decisions at eBay with its vehicles and parts business over the past eight years. The eBay Motors category receives over $12 million unique monthly visitors and represents over $14.2 billion in vehicles, parts and accessories inventory globally as of the second quarter of 2009. Chesney has seen the evolution of the vehicles business as impacted by the current macroeconomic climate, along with the major changes occurring in the automotive industry.
SEMA Show Luncheon and Keynote Address
Las Vegas Hilton, Ballroom A-B
12:00 - 1:30 p.m.
Ken Czubay, Ford Vice President of Sales, Marketing, and Service will share his insight on how Ford is delivering an unprecedented number of new products that are fuel efficient and fun to drive.
9:30 a.m. - 10:30 a.m.
Getting Your Data House in Order, Part I: “We Really Want to Sell Your Products but Your Data Won’t Let Us”
Track: Business Efficency 101, Sponsored by the SEMA Business Technology Committee (BTC)
Our speaker will provide a real-life case study (or should we say horror story) on a substantial brick and mortar retail chain, that recently decided to have an online presence. Thirteen months and tens of thousands of dollars later, this website still isn’t operating because the retailer can’t get the data they need from their suppliers. If you are a manufacturer who wants to see your products on more websites or are a retailer considering creating or expanding your website, this case study is a must see.
Presented by: John Zinn
9:30 a.m. – 10:30 a.m.
Policy, Patents, Trademarks, & Copyrights: Ask the Experts
Track: Legal & Public
Learn business law without the strain of legal jargon. During this session, top attorneys in the specialty-equipment market answer your questions on the key issues that make an impact on your company. These attorneys are experts on patents, trademarks and copyrights and will dedicate the entire 60-minute panel discuss toward answering your questions. You may even submit your questions in advance. Simply e-mail your query to member@sema.org.
Moderated by: Stuart Gosswein, SEMA, with panelists:
• Merritt R. Blakeslee, The Blakeslee Law Firm
• Steve Lustig, Dickinson Wright PLLC
• Robb Roby, Knobbe Martens Olson & Bear
9:30 a.m. – 10:30 a.m.
Nostalgia is Good 4 Biz: When Old News is Great News
Track: Marketing
Take a walk down memory lane and learn how to capitalize on nostalgia to build your brand and improve sales. Nostalgia is the sizzle that captures attention. Learn how to improve your business by focusing on the connection people feel toward the past.
Moderated by: Stacey David, GEARZ TV
Presented by:
• Bill Tichenor, Holley
• Jon Clark, Aftersales LLC and SMS Supercars
• Brian Downard, Lokar
9:30 a.m. – 10:30 a.m.
Creating Killer Video: Using Video to Communicate with Your Customers
Track: Online Marketing
Learn to create effective video for distribution via the Internet on social media websites. Topics will include equipment suggestions, content ideas and what to do with the video once it’s produced. This entertaining seminar shares the secrets to videos that have worked well by earning thousands of views on a social media website with little effort and cost.
Presented by:
• John Naderi, StreetFire.net, and Famous Rhodes, eBay Motors
• Chris Duke, MOTORZ
• James Lawrence, PowerTV
• Josh Biggers, Stillen
9:30 a.m. – 10:30 a.m.
How to Develop a WhizBang! Staff
Track: Small Biz Management
A successful staff is a competitive edge for any business, but it doesn’t happen by accident. Learn how to find the most qualified candidates, how to separate potential superstars from the run-of-the-mill, the three reasons people don’t do what they are supposed to – and how to solve the problem, and the five secrets of successful coaching. An exceptional staff is the best way to increase sales and improve customer service.
Presented by: Bob Negen, WhizBang! Training
10:00 a.m. – 11:00 a.m.
Tech Transfer: Cut Product Development Time & Costs
Track: Tech Transfer
Immediately impact your company’s bottom line using Computer-Aided Design (CAD) technologies to cut your product development time and costs. Through demonstrations and a short tutorial you’ll see how powerful and easy this tool is to get your next product launched quicker and for a heck of a lot less.
Presented by: Oscar Munoz, SEMA Vehicle Product Data Manger
11:00 a.m. - 12:00 p.m.
Getting Your Data House in Order, Part II: Data Standards 101
Track: Business Efficency 101, Sponsored by the SEMA Business Technology Committee (BTC)
This session is a must for anyone who is just getting started with data or is confused by all the “geek-speak” related to data and data standards. Bob Moore will present on the basics of standardized product information in easy-to-follow “non-tech” speak and show how it will help you sell more products. You will learn the differences between product attribute data (i.e., PIES) and catalog application data (i.e, ACES) and how both are critical to your success. Discover how a simple data sync with your trading partners can eliminate lost sales, invoices errors and gain more business for both of you. You will walk away with a simple-to-use data template to send and receive data with your trading partners.
Presented by: Bob Moore
11:00 a.m. – 12:00 p.m.
Boost Your Profits with Customer-Centered Selling
Track: Customer Service & Sales Solutions
Learn a sales system that can be implemented immediately for greater profit. This practical, proven system focuses on easy-to-understand strategies, tips and tricks to boost your store’s sales while providing exceptional service. Learn a potent five-step system and six powerful words that will dramatically increase sales and let you understand your customer’s needs. This workshop gives you what you need to create a team of sales superstars.
Presented by: Bob Negen, WhizBang! Training
11:00 a.m. – 12:00 p.m.
Is Motorsports Marketing Worth It? How You Can Tell If You’re Making Money or Not in
Motorsports
Track: Industry Trends & Forecasts, Sponsored by the SEMA Motorsports Parts Manufacturers
Council (MPMC)
Money is too precious to throw away on a hunch. Many marketers sweat over an investment in motorsports because they are not sure if it is yielding an attractive return. The unusual nature of motorsports and how such marketing is structured mean that conventional measurements can be terribly misleading. Learn to break down motorsports marketing opportunities into meaningful metrics that will lead to much better decision making using Customer Experience Reduction Analytics.
Moderated by: Jim Skelly, SEMA
Presented by:
• Bill Holland, Holland Communication
• Carl Fredrickson, Speedway Illustrated
• Bill Floyd, Ride Tech/Air Ride Technologies
• Morgan Lucas, Lucas Oil and Top Fuel Driver
• Brian Wolfe, Motorsports Director, Ford Motor Company
11:00 a.m. – 12:00 p.m.
Hidden Treasures and Lurking Lawsuits: How to Increase Profits and Stem Losses Without Getting Sued in Troubled Economic Times. Times are tough.
Track: Legal & Public Policy
Businesses find themselves having to renegotiate contracts, get out of deals that aren’t working and lay off employees who aren’t performing. Each of these presents a real danger, and handling them incorrectly can lead to even greater legal complications. Learn how to renegotiate or terminate contracts and eliminate staff without being sued. This talk also highlights simple, inexpensive steps to ensure the protection of valuable company assets.
Presented by: Brian Balow, Dickinson Wright PLCC, and Gary Wolensky, Hewitt Wolensky LLC
11:00 a.m. – 12:00 p.m.
Hiring and Inspiring the New Generation
Sponsored by the SEMA Young Executives Network (YEN)
Track: Small Biz Management
Decades of downsizing and layoffs have changed the contract between employee and employer. Everything has changed - job descriptions, hiring strategies, interviewing techniques, compensation policies. Generations X and Y are not like Baby Boomers, and the newest-generation Millennials will be even more different. Learn how to hire, inspire and survive the new trends in employment at this forward-looking seminar.
Presented by: Lisa Orrell, The Orrell Group and Author of Millenials Incorporated
1:00 p.m. - 2:00 p.m.
Getting Your Data House in Order, Part III: Product Attribute Data -The Path to Profits
Track: Business Efficency 101, Sponsored by the SEMA Business Technology Committee (BTC)
Are you interested in increased sales, lower returns and improved product exposure? If so, join us for this easy-to-understand presentation where Scott O’Toole shares his knowledge of formatting and managing product information required by today’s distribution channel, which includes product manufacturers, WDs, jobbers, retailers and manufacturers reps. So that you are well prepared when you return to your business, Scott will provide:
• Essential pieces of product information required today
• Importance of information quality and accuracy
• Real-life examples that show how bad information can cause problems, including legal issues
• Methods to populate and share data
• Benefits of adopted data standards
Don’t just sit there, join us and learn how standardized product format, PIES, allows everyone to sell more parts!
Presented by: Scott O’Toole, Motor State Distributing
1:00 p.m. – 2:00 p.m.
Simple & Effective Marketing That Will Turbo Charge Your Sales
Track: Customer Service & Sales Solutions
If 15% to 30% sales growth sounds good, don’t miss this dynamic workshop. Learn the secrets of a consistent system to generate significant sales increases and exponential growth by learning how to get customers to shop more often, generate foot traffic and tricks to growing your business without spending a fortune - plus a special section on how to use the Internet to generate more sales from your current customers.
Presented by: Bob Negen, WhizBang! Training
1:00 p.m. – 2:00 p.m.
Do-It-Yourself Intellectual Property Protection
Track: Legal & Public Policy
Budgets are tight, but guarding intellectual property is essential. How can a company avail itself of intellectual property rights while reducing the amount spent on intellectual property counsel? This presentation introduces online resources and other steps that reduce legal expenses while preserving the ability to pursue intellectual property rights.
Presented by: Robb Roby, Knobbe Martens Olson & Bear
1:00 p.m. – 2:00 p.m.
Branding: What Makes or Breaks Your Success!
Track: Marketing
Standing out in the crowd during tight market conditions is crucial to survival. Products can survive the vagaries of the market and last to see better days with strong brand equity. In this seminar, our presenter demonstrates techniques of good versus insufficient branding, provides a step-by-step process to teach attendees how to develop a strong brand and provides evaluation tools to measure the success of a company’s existing branding efforts.
Moderated by: Zan Martin, Martin & Co. Advertising
• Nate Shelton, B&M
• Joe St Lawrence, Executive Producer of Spike TV’s Powerblock
• Mark Wronski, AMP Research
• Paul Banks, Cherry Bomb
• Mark McFann, Royal Purple
2:00 p.m. – 3:00 p.m.
Tech Transfer: Cut Product Development Time & Costs
Track: Tech Transfer
Immediately impact your company’s bottom line using Computer-Aided Design (CAD) technologies to cut your product development time and costs. Through demonstrations and a short tutorial you’ll see how powerful and easy this tool is to get your next product launched quicker and for a heck of a lot less.
Presented by: Oscar Munoz, SEMA Vehicle Product Data Manger
3:00 p.m. - 4:00 p.m.
Getting Your Data House in Order, Part IV: ACES Data Standards - Fit Happens
Track: Business Efficency 101, Sponsored by the SEMA Business Technology Committee (BTC)
Recent industry studies show that most manufacturers have major “holes” in the application data, meaning that they don’t catalog every application that their parts fit. This seminar will help anyone who depends on electronic catalogs to match parts to specific vehicles or engines to understand how to use industry application standards to eliminate holes and provide their customers with more accurate application data. This seminar helps explain the differences between AAIA Legacy data standards and ACES and how to get the most out of each.
Presented by: Gigi Ho, Digital Performance Inc.
3:00 p.m. – 4:00 p.m.
Global Growth: Successful Companies Show the Way to International Success
Track: Industry Trends & Forecasts
Learn from the best of the best in how to access the global market. Top specialty-equipment companies demonstrate how they accessed new markets and learned the rules of playing the international game. Expand your company’s reach with this informative seminar.
Moderated by: Linda Spencer, SEMA, with panelists:
• Jim Cozzie, RTM Productions
• Bob Scheid, Fidanza
3:00 p.m. – 4:00 p.m.
Product Launches: What You Must and Must Not Do
Track: Marketing
Every product launch is unique, but all require market research, competitive analysis, branding, promotion and packaging. Distribution determines the tactical elements, whether its retail, online or two- or three-step distribution. All require support marketing to reach the end consumer. Our panelists will provide the must-do activities and materials for a product launch in today’s market.
Moderated by: Tom Marx, The Marx Group and co-author of Marketing Sucks! (And Sales too!), with panelists:
• Cam Benty, FlowMaster
• Ron Coleman, Competition Cams
• Marla Moore, Hypertech
Tuesday, November 3, 2009
9:30 a.m. – 12:00 p.m.
Driving Green: MPH+MPGe
Track: Technology Briefing Super Sessions
Green performance represents the latest vehicle technologies and opportunities associated with high-performance engineering, energy efficiency and that fact that horsepower and green power can coexist. Going green is no longer an option – nearly 85% of Americans feel themselves environmentalists. During this session, a panel of experts explores the potential solutions for SEMA member to partner, leverage and capitalize on their capabilities in these emerging technologies and growing market segments.
Moderated by: John Waraniak, SEMA
Presented by:
• Justin Ward, Toyota Technical Center
• Dan Kapp, Ford Motor Company
• Johnathan Goodwin, H-Line Conversions and Goodwinn-Young
• Beau Boeckmann, Galpin Auto Sports
• Ric Fulop, Mrketing A123 Systems
• Dean Tomazic, FEV, Inc.
• Gale Banks, Banks Power
• Eric Cahill, Progressive Insurance Automotive, Automotive X Prize
• Azhar Hussain, TTXGP eGrandPrix
9:30 a.m. – 10:30 a.m.
Profitable Online Selling: An Interactive Discussion with the Expert
Track: Online Marketing
If you could ask an industry expert specializing in Internet marketing just one question about growing your business online, what would that question be? At this event, Internet marketing pro Brian Offenberger takes your questions and, through his answers, identifies the actions you need to take for better results. The entire 60-minute session consists of audience members receiving solutions to their most pressing Internet marketing problems - answers you need to make money.
Presented by:
• Brian Offenberger, Aftermarketer Club
• Dora Fang, eBay Motors
• Jenni Chang, eBay Motors
9:30 a.m. – 10:30 a.m.
Negotiating to Win: A Human Relations Approach
Track: Small Biz Management
Regardless of the position you hold in your organization, your work day is a series of negotiations. The ability to use all-win negotiation skills can make all the difference in your negotiating success and is essential to influencing people and facilitating constructive, positive relationships. During this seminar, Richard Bonar will assist with the assessment of negotiation skills, identify qualities of successful negotiators, generate all-win outcomes through planning and preparation, and apply negotiation approaches to achieve mutually beneficial results.
Presented by: Cory McGuire, Dale Carnegie
11:00 a.m. – 12:00 p.m.
Thriving in Challenging Times
Track: Industry Trends & Forecasts
Have you ever wondered why some businesses are highly successful, while others struggle to simply stay one step ahead of their competitors? Learn how to attract more prospects with low-cost innovative marketing. Find solutions to your challenges and break down barriers to reaching your peak potential. Persuade others with your ideas, services and products and uncover a wealth of proven business strategies that will help you and your organization grow rapidly.
Presented by: Richard Jones, Management 2000, Inc., and Justus Breeze, Automotive News
11:00 a.m. – 12:00 p.m.
Jumpstart Your Internet Marketing
Track: Online Marketing
As Internet marketing evolves, it can be difficult to get started. This hands-on session teaches:
• Five fundamental elements of Internet marketing
• Common terms used in Internet marketing
• The basics elements of a good website
• How to hire a competent website designer/web company
As a bonus, one company will be selected to have the session instructor work free for one year to grow its profits through Internet marketing.
Presented by: Brian Offenberger, Aftermarketer Club
11:00 a.m. – 12:00 p.m.
Suggestion Selling: Add on Selling at its Best!
Track: Small Biz Management
Suggestion selling is a powerful tool for incrementally increasing sales. When applied in the right way, customers are grateful for your suggestions and learn to trust you for expert advice. As a result, you are able to sell more services and merchandise while building trusting customer relationships. Through this insightful presentation, you’ll learn how to implement non-pressure selling techniques, gain customer trust through helpful suggestions, and tie customer expectations to additional selling opportunities.
Presented by: Cory McGuire, Dale Carnegie
11:30 a.m. — 12:00 p.m.
eBay Motors: How to Sell Online
Track: Exhibitor Product Training
Listing Basics, Best Practices, and introduction to the largest online P & A Marketplace.
1:00 p.m. – 2:00 p.m.
The Nordstrom Way to Customer Service Excellence
Track: Customer Service & Sales Solutions
Customer loyalty is fundamental to the success of your company. Without it, expenses go up, profits go down, morale can suffer and your company is at risk. We know how to create loyal customers and will provide the ideas, tools and motivation to keep your customers coming back. Your people will leave this seminar with real-world action items they can put to use right away.
Presented by: Rober Spector, Author of The Nordstrom Way
1:00 p.m. – 2:00 p.m.
A View from the Street: Hot Products for 2010
Track: Industry Trends & Forecasts
Learn what’s selling! Industry experts discuss the top 10 products for 2010. Attendees will be provided with a comprehensive summary on the state of specialty-equipment online buyers and sellers. This seminar offers a clear understanding of the essential products retailers won’t want to start the New Year without.
Presented by:
• Famous Rhodes, eBay Motors
• Bryan Murphy, WHI
• David Berg, Activant
• Davang Shah, Google
• Robert Einaudi, CarDomain
• BJ Britwell, Armory Marketing
1:00 p.m. – 2:00 p.m.
Do My Employees have a Reasonable Right to Privacy?
Track: Legal & Public Policy
Employee rights require company planning. That’s why you need a policy manual. Learn how to set standards for your employee instead of assuming that you’ll know what to do and when to do it. Avoid legal hassles by knowing where you stand.
Presented by: Doug Frymer, Law Office of Douglas A. Frymer, and Tiffany Brosnan, Snell & Wilmer, L.L.P.
1:00 p.m. – 2:00 p.m.
Digital Logic: Internet Marketing Tools That Make Sense
Track: Online Marketing
You’re only as good as the tools you use. Internet marketing expert Brian Offenberger goes under the hood to show you how to achieve success with online sales. Learn about low-cost or even free tools that tell you exactly what Google sees when it scans your website, what people say about your company online, the keywords people use to find your company and the effectiveness of your website and web marketing.
Presented by: Brian Offenberger, Aftermarketer Club
November 3, 2009 - 2:00 p.m. - 3:00 p.m.
Successful Tire Dealers Share Their Secrets
Track: Tires at Two, Sponsored by the Tire Industry Association (TIA)
Take a glimpse into the lives of several successful tire dealers as they share their secrets on business success. Be sure to attend one of TIA’s most popular seminars that will give you tips and advice on getting your business on the road to success. This session will feature a panel of outstanding tire dealers who have volunteered to participate in the seminar. Why is this seminar so popular year after year? It’s a rare opportunity to ask questions of some of the industry’s most successful business people. Learn from their experiences and bring back home some proven tips. The panel hosts, Tom Wright and Dennis Bucher, each with years of experience, will guide you through this top-notch seminar.
Presented by: Tom Wright, Dennis Bucher
2:30 p.m. — 3:00 p.m.
Finixx New Technology Co. Ltd.: A Breakthrough Technology for Complete Protected Safety Tire
Track: Exhibitor Product Training
Safety tires will become essential standard equipment of automobiles. Develop a new processing technology and production equipment for a series of self-healing and omnibearing protection safety tires, including bullet-proof rims.
3:00 p.m. – 4:00 p.m.
Measure the Success of Your Online Efforts with eMetrics
Track: Business Efficiency 101, Sponsored by the SEMA Business Technology Committee (BTC)
The flood of data available to gauge the effectiveness of your website is mind boggling. You know you’ve spent an enormous amount to build your site – but is it serving your business? Do you know who is finding your site? What pages they’re visiting? And how do you act once you’ve determined the answers? This course is an eye-opener for anybody who is concerned about
measuring the results of their labors.
Presented by: Linda Boudiab, Google, and Mark Contreras, Google
3:00 p.m. – 4:00 p.m.
Draw Traffic Now With the Basics of Website Design and Content
Track: Online Marketing
This action-packed hour gives you a fast, reliable and effective way to get your website up to speed. Understand the components of a great website. Apply proven techniques to turn visitors into customers. Discover easy ways to add content. Learn how to evaluate website performance. And to help you with the basics in the right way, 15 lucky attendees will receive a free website evaluation with the session instructor!
Presented by: Brian Offenberger, Aftermarketer Club
3:30pm – 4:00pm
Superior Transmission Parts, Inc: POWERTOW™- Diesel Truck Transmission Tech
Track: Exhibitor Product Training
Introduce the technical benefits of diesel truck transmission enhancement after the consumer spends $ on engine upgrades that can smoke the stock automatic transmission.
4:00 p.m. — 4:30 p.m.
Superior Transmission Parts, Inc: POWERTOW™- Información Técnica para Transmisiones Diesel (presentado en español)
Track: Exhibitor Product Training
"Trucos para reconstruir mejores transmisiones automáticas tras motores Diesel de alta rendimiento."
Wednesday, November 4, 2009
9:30 a.m. – 12:00 p.m.
DRIVING CONNECTED: Built-in, Brought-in and Beamed-in – Integrating Automotive and Consumer
Electronics
Track: Technology Briefing Super Sessions
Vehicle electronification, electronics integration and connected vehicle technologies are leading the way towards cars that don’t crash and devices don’t distract. Automakers have recognized that connected vehicles sell and are a hit with consumers. The challenges and opportunities for SEMA member lie in how effectively these features and devices can be integrated into vehicles. This seminar focuses on accelerating product development, deployment, acceptance and integration of automotive and consumer electronics.
Moderated by: John Waraniak, SEMA
Presented by:
• Greg Baribaultt, Microsoft Auto
• Thilo Koslowski, Gartner
• Roger Berg, Denso American International
• Greg Krueger, Michigan Dept. of Transportation
• Roger Curtis, Michigan International Speedway
• T.C. Wingrove, Visteon Corporation
• Paul Venhovens, Clemson University
• Michael Schagrin, U.S. Dept. of Transportation
• Mike Blicher, CEA-SEMA Automotive Electronics Connectivity Committee
9:30 a.m. – 10:30 a.m.
Cause, Viral and Social Marketing: New Methods to Solve Old Problems
Track: Marketing
Three old marketing standbys -image advertising, item advertising and price advertising - are becoming relics of the past. To get the attention of today’s consumer, you have to meet them where they are. Cause, Viral and Social marketing can cost less and get you better staying power in the customer’s mind -if you know how to do it properly. Join Tom Shay and see how CVS marketing gets customers in your door.
Presented by: Tom Shay, Profits+Plus
9:30 a.m. – 10:30 a.m.
Social Networking and Viral Marketing – How to Get People to the Party
Track: Online Marketing
Hosted by the SEMA Businesswomen’s Network (SBN)
Is your marketing reaching the Facebook generation? Now that active Facebook membership includes more than 150 million active users and the fastest-growing demographic is those 25 years old and older, you can no longer ignore Facebook or other social networking sites. Learn how to use them to increase sales and profitability.
Panelists include:
• Mike Schwab, NGK Spark Plugs, (USA), Inc.
• Mark Sprague, NGK Spark Plugs (USA), Inc.
• Dr. Melissa Read, Engauge
• Natasha Swanson, Monarch Products
9:30 a.m. – 10:30 a.m.
Track: Customer Service and Sales Solutions
Consultative Selling: Making Customers Happy They Bought from You!
Are your customers "shopping" their installation and service work more than ever? Do they "price compare" every item? Choose the cheapest product or service possible . . .. putting off until tomorrow what they should do today? In these unsure economic times, customer service and consultantative selling is more important than ever. In this seminar, you will learn simple and easy tools you can use to teach your employees how to do "consultantive selling" . . and the result will be customer loyalty and increased sales!
Presented by: Michael Mattevi, GE Money
10:30 a.m. — 11:00 a.m.
Mr. Gasket/Prestolite Performance: ACCEL DFI Fuel Injection Made Simple
Track: Exhibitor Product Training
Explain newest fuel injection systems, basic working principles, ease of installation & adjustments.
11:00 a.m. - 12:00 p.m.
Offer More Products with Reduced Inventory - Welcome to IPO Technology
Track: Business Efficiency 101, Sponsored by the SEMA Business Technology Committee (BTC)
By implementing Internet Parts Ordering (IPO) Technology, a reseller can leverage their suppliers inventories to offer a wider range of products while reducing their inventory. You can confirm product availability and order and calculate special shipping through an electronic process in seconds while your customer is standing at the counter. IPO technology can help provide a commerce solution that any retailer, installer or distributor can use to sell more with less. The seminar will cover both basics and intermediate sections of the IPO standards and process.
Presented by: Anne Coffin, Beck/Arnley
11:00 a.m. – 12:00 p.m.
If Patton Ran Your Business, Part I
Track: Small Biz Management
General George S. Patton was an outstanding leader, and he had unique ideas about how to lead the troops under his command. During this three-part workshop, Tom will help participants determine the strategies and tactics they will utilize as they combat their competitors and make 2010 a winning year.
Presented by: Tom Shay, Profits+Plus
11:30 a.m. — 12:00 p.m.
eBay Motors: How to Sell Online
Track: Exhibitor Product Training
Listing Basics, Best Practices, and introduction to the largest online P & A Marketplace.
12:30 pm – 4:30 pm
AEM AEM Series 2- AEMTuner Software Training
Track: Exhibitor Product Training
Learn to navigate the new AEMTuner software. AEMTuner software is used with the new Series 2 EMS.
1:00 p.m. – 2:00 p.m.
Demystifying the DIY’er
Track: Industry Trends & Forecasts
In today’s economy, consumers still want specialty-equipment products but are more likely than ever to attempt installations themselves. For manufacturers and retailers alike, these buyers may represent either lost service dollars or an opportunity to generate greater loyalty and long-term customers. During this session, attendees will be presented with a number of opportunities for engaging do-it-yourself customers and stimulating more business.
Presented by: Famous Rhodes, eBay Motors
1:00 p.m. – 2:00 p.m.
Marketing to the Gen Y Customer
Track: Marketing
During this session, leading brands in and out of the specialty equipment market share their knowledge and experience courting the coveted Gen Y demographic. Through this seminar, you will learn how the typical Gen Y customer prefers to learn about a product, their buying patterns and technology used to get the answer THEY want.
Moderated by:
• Michael Cooperman, J.D. Power and Associates
• Justin Choi, Cie Studios
Presented by:
• James Lawrence, PowerTV Media
• BJ Birtwell, Armory Marketing
• Chance Parker, J.D. Power and Associates
1:00 p.m. – 2:00 p.m.
If Patton Ran Your Business, Part II
Track: Small Biz Management
General George S. Patton was an outstanding leader, and he had unique ideas about how to lead the troops under his command. During this three-part workshop, Tom will help participants determine the strategies and tactics they will utilize as they combat their competitors and make 2010 a winning year.
Presented by: Tom Shay, Profits+Plus
November 4, 2009 - 2:00 p.m. - 3:00 p.m.
Effectively Communicating TPMS Training/Developments to Techs
Track: Tires at Two, Sponsored by the Tire Industry Association (TIA)
TIA's Director of Automotive Training Development, Sean MacKinnon, will discuss how TIA has been able to speak to tire technicians across the country on the developments of TPMS in the tire industry. This seminar will focus on how this technology can be effectively communicated to tire technicians and also provide a comprehensive snapshot of where TPMS is, and where it is heading. Attendees will also gain insight on training techniques, as well as a plethora of TPMS information.
Presented by:
• Sean MacKinnon
• Carl Wacker
• Jean-Christophe Deniau
November 4, 2009 - 3:00 p.m. - 5:00 p.m.
International Roundtable – Best Practices in the Tire Industry
Track: Tires at Two, Sponsored by the Tire Industry Association (TIA)
This is the first year for this exciting, new event. Tire industry attendees from around the world are invited to attend and participate by sharing their best practices on any or all of the following categories:
• TIRE SERVICE
• RETREADING & REPAIRING
• COMMERCIAL TIRE SERVICE
This event will be hosted by the Tire Industry Association and will feature Harvey Brodsky, Managing Director of the Tire Retread & Repair Information Bureau (TRIB) as the moderator. It promises to be an informal, fun-filled two hours, with a lively exchange of good ideas! Now is the time to begin gathering your best practices to share with your peers in Las Vegas.
Presented by:
• Harvey Brodsky
• Paul Fiore
• Rudolph Jan Leonard Spuijbroek
3:00 p.m. – 4:00 p.m.
Social Networking to Make $$$
Track: Online Marketing
Struggling to figure out how top companies are increasing sales through social networking? Then you need to participate in this seminar. This session provides social networking business models, case studies of leading specialty-equipment company strategies and how you can take advantage of this growing Internet trend. These online communities represent burgeoning sales opportunities.
Learn to use them!
Panel moderated by:
• Tom Myroniak, SEMA, with panelists:
• Thomas West, Whitney Automotive
• Tyler Tanaka, Turbonetics, Inc.
• Alex Algard, CarDomain Network
• Che Chou, Turn 10 Studios
3:00 p.m. – 4:00 p.m.
If Patton Ran Your Business, Part III
Track: Small Biz Management
General George S. Patton was an outstanding leader, and he had unique ideas about how to lead the troops under his command. During this three-part workshop, Tom will help participants determine the strategies and tactics they will utilize as they combat their competitors and make 2010 a winning year.
Presented by: Tom Shay, Profits+Plus
Thursday, November 5, 2009
9:30 a.m. - 10:30 a.m.
Trading Partner Connectivity - E-Hub Solutions
Track: Business Efficiency 101, Sponsored by the SEMA Business Technology Committee (BTC)
Enabling trading partner connectivity can provide critical business information and operational efficiencies, thereby improving profitability for all. Our presenter will communicate the business value and technology requirements at each level within the supply chain. If you need connectivity solutions to fit your needs, this seminar is not to be missed!
Presented by: Steve Smith, GCommerce Inc.
9:30 a.m. – 12:00 p.m.
DRIVING SAFE: ESC Systems and Aftermarket Performance
Track: Technology Briefing Super Sessions
This seminar focuses on the challenges, solutions and opportunities associated with electronic stability control systems. Attendees will learn about active-passive safety systems combined with practical approaches for determining capability and compliance of aftermarket products with ESC systems and ways to assess the interaction between ESC and specific aftermarket products The seminar will be highly interactive with the audience. A vehicle simulator will demonstrate the impact of specific aftermarket modifications on vehicle dynamics and FMVSS 126 compliance.
Moderated by: John Waraniak, SEMA
Presented by:
• Paul Williamsen, Lexus College, Toyota Motor Sales, USA
• Ed Browalski, ACEC
• Kevin Kott, dSPACE, Inc.
• Tom Gillespe, Mechanical Simulation Corporation
• Michael Chetcuti, Quality Metalcraft & Principal, AEV
9:30 a.m. – 10:30 a.m.
Make Some Noise
Track: Marketing
The former director of communications for Harley-Davidson Motor Company, Ken Schmidt played an active role in one of the most celebrated turnarounds in corporate history. He is a frequent speaker to business groups and academic communities throughout the world. “How the people of Harley-Davidson were able to turn this great company around, as successfully as we did, makes for one of the best business stories of all time,” he says. His presentation, “Make Some Noise,” is a fascinating story of building an entirely new corporate culture, of rekindling relationships with customers, and reaching out to new ones in completely untraditional ways. After all he has accomplished, his philosophy of life and business has remained the same: “Never do what’s expected, make yourself as noticeably different as possible, and have a lot more fun than you’re supposed to.”
Presented by: Ken Schmidt, Professional Speaker and Former HD Director of Communications for
Harley Davidson
10:00 a.m. — 11:00 a.m.
Magnaflow Exhaust Products: Total Engine Management & Current Catalytic Converters
Track: Exhibitor Product Training
Considered the promary emission component, the catalytic converter is still only part of an increasingly complex engine management system designed to lower automotive emissions. This class will cover how today's engine management systems work with modern catalytic converters to accomplish this goal.
11:00 a.m. – 12:00 p.m.
Sure-fire Ways to Maximize Accessory Sales to Auto Dealers
Track: Customer Service & Sales Solutions
Restylers and retailers need a recession-busting formula for merchandising products and services to car dealers. Discover real-world solutions to reinvigorating accessory sales to dealerships. Learn how to build long-lasting relationships with key decision makers and turn objections into opportunities. Pinpoint what’s expected in terms of quality and service, and identify the best approaches to creating profitable accessory programs for you and your dealer customers. Make the best of this revenue source.
Moderated by:
• Ellen McKoy, SEMA, with panelists:
• Jonathan Titman, Automotive Essentials
• Ed Wood, Parkway Ford
11:00 a.m. – 12:00 p.m.
Selling Against the Internet: Secrets of Successful Retailing
Track: Marketing
People do not like buying off the Internet, where they are unable to touch, feel and truly review a product. That’s why they ask you to match the price. They want the safety of a real store where they can examine the real product. Learn how to use this information to get the sale at your price.
Presented by: Eddy Kay, Eddy Kay Group and Author of Retailers Amnesia
11:00 a.m. – 12:00 p.m.
Formula for Email Success: The Essential of Email Marketing
Track: Online Marketing
Do you have a 90% or better response rate to your e-mail inquiries? Do you dread cold calls? This program shows how to produce e-mails that get read and get action! The information is relevant for anyone who uses e-mail for business or personal communications. It is particularly effective for people in sales and provides the edge you need to increase sales without picking up the phone to make cold calls.
Presented by: Michael Kelly, ClickMail Marketing
11:30 a.m. — 12:00 p.m.
eBay Motors: How to Sell Online
Track: Exhibitor Product Training
Listing Basics, Best Practices, and introduction to the largest online P & A Marketplace.
12:30pm – 4:30pm
AEM AEM Series 2- AEMTuner Software Training
Track: Exhibitor Product Training
Learn to navigate the new AEMTuner software. AEMTuner software is used with the new Series 2 EMS.
1:00 p.m. – 2:00 p.m.
Relate or Die: Communication and the Profit Motive
Track: Customer Service & Sales Solutions
This seminar will delve into the critical need to relate to others and the consequences of failing to do so. Communication is key to relationship building. If you want to make more money, have happier customers and employees, don’t miss this entertaining and educational talk.
Moderated by: Mel Selway, P.A.R.T.S.*, Inc.
Panelists:
• Tom Wronkovich, BikeTown Harley-Davidson
• Rob Lytle, American Honda Motor Co., Inc.
• Karin Gelschus, PowerSports Business
• Galen Royer
1:00 p.m. – 2:00 p.m.
Staying Ahead: Technology That Positively Impacts Your 12-Volt Business
Track: Industry Trends & Forecasts
What happens when consumers want the hottest technologies but don’t want to buy a new car to get them? What technologies should retailers carry in their aftermarket car-audio departments? This seminar provides a 10,000-foot view of the aftermarket audio business and the latest technology trends. The discussion includes how manufacturers are adapting to the changing technological front and thoughts about the industry’s future.
Panelists include:
• Steve Witt, Alpine
• Barry Vogel, MERA
• Mike Kahn, Sony
• Joe Gross, Kicker
• Steve Baldacci, iBiquity
• Ben Oh, Motormusicmag.com
November 5, 2009 - 2:00 p.m. - 3:00 p.m.
TPMS Tire Repair Manufacturer Update
Track: Tires at Two, Sponsored by the Tire Industry Association (TIA)
With tire shops across the country facing an ever-increasing amount of vehicles equipped with TPMS, the need has never been greater to have the most up-to-date and functional TPMS diagnostic and learn tools available to technicians. That’s why TIA has invited the top TPMS tool manufacturers to come and show you what their products can do, and how you can make your shops more productive and profitable.
Presented by: Sean MacKinnon, Scot Holloway, Jocques Mouchet, Scott Krampitz
3:00 p.m. - 4:00 p.m.
How to Get Customers Off The Phone and Into Your Store
Track: Customer Service & Sales Solutions
As retailers, we spend a fortune every year to make that phone ring. And then we fail to get the customer in the door. This seminar will teach you how to get them off the phone and into your store where you can sell them. You'll walk away knowing how to take control, sample questions to ask that will engage them in the buying process and, most importantly, get them to spend money with you!
Presented by: Eddy Kay, Eddy Kay Group and author of Retail Amnesia
.
