Research Reports

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Thursday, March 11, 2010; Presented by: Dr. Timothy G. Nash, Northwood University

Jobs, oil prices, housing, health care. They’re all tied to the national and the global economy, and their state of flux has played havoc with the auto makers and specialty-equipment businesses alike. So where do we stand now? Is the industry pulling out of its tailspin or lurching toward another stall? Join noted economic expert Dr. Timothy Nash of Northwood University for a revealing look at the root causes of the financial crisis and a comprehensive overview of current conditions.

Dr. Nash provides special emphasis on the dramatic fluctuation in oil prices and the impact of today’s economic conditions on the automotive aftermarket. He is an associate professor of economics and business as well as economics and public policy at the DeVos Graduate School, and he has co-authored three books and conducted research and consulting for a number of Fortune 500 companies, including GM, UAW/PEL and the Motor & Equipment Manufacturers Association. His writing and interviews have appeared in The Detroit News, The Philadelphia Inquirer, The New Jersey Star Ledger and Harvard University Press.

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Data in this report is based on responses from the SEMA Industry Benchmarking Program questionnaire for October 2009. The data is presented as a rolling average and includes responses from September 2009 and August 2009 questionnaires. The data was tabulated and tracked from a total of 286 questionnaires, with a margin of error +/- 5.5%.

There are a total of three Financial Benchmarking reports published each month, representing manufacturers, retailers and distributors, respectively.

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Data in this report is based on responses from the SEMA Industry Benchmarking Program questionnaire for October 2009. The data is presented as a rolling average and includes responses from September 2009 and August 2009 questionnaires. The data was tabulated and tracked from a total of 447 questionnaires, with a margin of error +/- 4.6%.

There are a total of three Financial Benchmarking reports published each month, representing manufacturers, retailers and distributors, respectively.

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Data in this report is based on responses from the SEMA Industry Benchmarking Program questionnaire for October 2009. The data is presented as a rolling average and includes responses from September 2009 and August 2009 questionnaires. The data was tabulated and tracked from a total of 321 questionnaires, with a margin of error +/- 5.2%.

There are a total of three Financial Benchmarking reports published each month, representing manufacturers, retailers and distributors, respectively.

About this product:

Data in this report is based on responses from the SEMA Industry Benchmarking Program questionnaire for October 2009. The data is presented as a rolling average and includes responses from September 2009 and August 2009 questionnaires. The data was tabulated and tracked from a total of 359 questionnaires, with a margin of error +/- 4 ½%.

There are a total of three Financial Benchmarking reports published each month, representing manufacturers, retailers and distributors, respectively.

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Thursday, March 4, 2010; Presented by: Kevin Rohlwing, Senior Vice President of Training, Tire Industry Association

As increasing numbers of vehicles equipped with Tire-Pressure Monitoring Systems come on line, knowledge of proper servicing procedures for both direct and indirect systems is essential for tire installation, repair and maintenance professionals. Understanding when a relearn procedure is necessary, such as after a change in air pressure, a tire rotation or a tire/sensor replacement, is only the first step. Technicians must also understand relearn procedures for both import and domestic vehicles.

Kevin Rohlwing, senior vice president of training for the Tire Industry Association, presented a summary of TPMS technology currently used on foreign and domestic vehicles and the latest relearn principles. He also discussed the difference between a low-tire indicator and a malfunction indicator light as well as the fundamentals of aluminum clamp-in sensor service and maintenance.

A tire-industry veteran with more than 26 years of experience in the field, Rohlwing has trained more than 3,000 certified tire service professionals on the latest developments in the tire industry.

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The SEMA Consumer Demand Index for Performance Products and Accessories (formerly PADI) measures purchase intentions of consumers (both enthusiast and mainstream) over the following 90 days.  As enthusiasts represent approximately 10-15% of U.S. drivers, the Index is likely to be an indicator of mainstream consumer demand for automotive specialty and performance products.

The Consumer Demand Index is a weighted composite index, set to an initial value of 100 based on demand levels benchmarked between January and March 2007.

The February 2010 report is based on 902 interviews conducted nationwide via Random Digital Dial (RDD) telephone survey.  The overall index experienced a four point increase from January 2010, increasing to 35 from 31.

About this product:

Data in this report is based on responses from the SEMA Industry Benchmarking Program questionnaire for October 2009. The data is presented as a rolling average and includes responses from September 2009 and August 2009 questionnaires. The data was tabulated and tracked from a total of 669 questionnaires, with a margin of error +/- 4 ½%.

There are a total of three Financial Benchmarking reports published each month, representing manufacturers, retailers and distributors, respectively.

About this product:

Data in this report is based on responses from the SEMA Industry Benchmarking Program questionnaire for October 2009. The data is presented as a rolling average and includes responses from September 2009 and August 2009 questionnaires. The data was tabulated and tracked from a total of 437 questionnaires, with a margin of error +/- 4 ½%.

There are a total of three Financial Benchmarking reports published each month, representing manufacturers, retailers and distributors, respectively.

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Thursday February 11, 2010; Presented by: Perry Marshall, Perry Marshall & Associates

Many online marketers are using pay-per-click (PPC) programs like Google AdWords because unlike other marketing programs, results are immediate and measureable. However, PPC is highly competitive and takes well selected keywords and targeted ad copy to actually catch the consumer’s attention without blowing your budget.

Choosing those keywords and building that ad is the topic of this SEMA webinar. “How to Profit from Google AdWords” offers unique advice about how to use this marketing tool to your best advantage and includes topics such as:

• How to structure an ad campaign to produce real results
• Free and low-cost tools that can help anyone plan and evaluate a campaign
• How to measure results
• The differences between broad match, phrase and exact match — and guidelines for their use
• How to identify and use negative keywords
• How to improve poorly performing words, groups or campaigns
• How to see what your competitors are doing
• How to hire the right people to provide advice and deliver competent help  

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November 5, 2009 - 2:00 p.m. - 3:00 p.m.
Presented by: Sean MacKinnon, Scot Holloway, Jocques Mouchet, Scott Krampitz
Track: Tires at Two

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.

Download format in this product: MPEG Layer 3 Audio (MP3)

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November 5, 2009 – 11 a.m. - 12 p.m.
Presented by: Eddy Kay, Eddy Kay Group and Author of Retailers Amnesia
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.

Download format in this product: MPEG Layer 3 Audio (MP3)

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November 5, 2009 – 1:00 p.m. - 2:00 p.m.
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
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.

Download format in this product: MPEG Layer 3 Audio (MP3) 

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November 5, 2009 – 9:30 a.m. – 10:30 a.m.
Presented by: Ken Schmidt, Professional Speaker and Former HD Director of Communications for Harley Davidson
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.”

Download format in this product: MPEG Layer 3 Audio (MP3)

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November 5, 2009 – 9:30 a.m. - Noon
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
Track: Vehicle Technology Briefing SuperSessions

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.

Download format in this product: MPEG Layer 3 Audio (MP3)

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November 5, 2009 – 3:00 p.m. - 4:00 p.m.
Presented by: Eddy Kay, Eddy Kay Group and author of Retail Amnesia
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!

Download format in this product: MPEG Layer 3 Audio (MP3)

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November 5, 2009 – 11:00 a.m. - 12:00 p.m.
Presented by: Michael Kelly, ClickMail Marketing
Track: Online Marketing, Sponsored by eBay

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.

Download formats in this product: Microsoft Powerpoint Presentation on Adobe Acrobat (PDF), MPEG Layer 3 Audio (MP3)

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November 5, 2009 – 9:30 a.m. - 10:30 a.m.
Presented by: Steve Smith, GCommerce Inc.
Track: Business Efficiency 101

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!

Download formats in this product: Microsoft Powerpoint Presentation on Adobe Acrobat (PDF), MPEG Layer 3 Audio (MP3)

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November 5, 2009 – 11:00 a.m. - 12:00 p.m.
Moderated by: Bill Wolf, SEMA, with panelists:
• Jonathan Titman, Automotive Essentials
• Ed Wood, Parkway Ford
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.

Download formats in this product: Microsoft Powerpoint Presentation on Adobe Acrobat (PDF), MPEG Layer 3 Audio (MP3)

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November 5, 2009 – 1:00 p.m. - 2:00 p.m.
Panelists Include:
• Steve Witt, Alpine
• Barry Vogel, MERA
• Mike Kahn, Sony
• Joe Gross, Kicker
• Steve Baldacci, iBiquity
• Ben Oh, Motormusicmag.com
Track: Industry Trends & Forecasts

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.

Download formats in this product: Microsoft Powerpoint Presentation on Adobe Acrobat (PDF), MPEG Layer 3 Audio (MP3)

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November 4, 2009 – 9:30 a.m. - 10:30 a.m.
Presented by: Tom Shay, Profits+Plus
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.

Download formats in this product: Microsoft Powerpoint Presentation on Adobe Acrobat (PDF), MPEG Layer 3 Audio (MP3)

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November 4, 2009 – 9:30 a.m. - 10:30 a.m.
Hosted by the SEMA Businesswomen’s Network (SBN)
Panelists include:
• Mike Schwab, NGK Spark Plugs (USA), Inc.
• Mark Sprague, NGK Spark Plugs (USA), Inc.
• Dr. Melissa Read, Engauge
• Natasha Swanson, Monarch Products
Track: Online Marketing, Sponsored by eBay

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.

Download format in this product: MPEG Layer 3 Audio (MP3) 

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November 4, 2009 - 2:00 p.m. - 3:00 p.m.
Presented by:
• Sean MacKinnon
• Carl Wacker
• Jean-Christophe Deniau
Track: Tires at Two

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.

Download format in this product: MPEG Layer 3 Audio (MP3)

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November 4, 2009 - 3:00 p.m. - 5:00 p.m.
Presented by:
• Harvey Brodsky
• Paul Fiore
• Rudolph Jan Leonard Spuijbroek
Track: Tires at Two

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 is 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.

Download format in this product: MPEG Layer 3 Audio (MP3)