Transcript Slide 1

Marketing Executives Council
November 20, 2008
Changing of the Guard
THANK YOU to Brian Tarnacki for helping to
organize the Marketing Executives Council and
leadership as Chairman for the first (and past)
two years.
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Congratulations to Brian Altenberger our incoming
Chairman and thank you for two years of service
as Vice Chairman.
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Welcome Barry Harris as incoming Vice Chairman.
~~~
Marketing Executives Council
November 20, 2008
Today’s Agenda
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Welcome and Introductions (Altenberger)
Review of Anti-trust guidelines (Cameron)
Report from Supplier Image Committee (Cameron)
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First Proposal – Catevo, Neal Zipser
Lunch
Second Proposal – Eisbrenner PR, Kim Zitny
Break
Third Proposal – MontAd, Rita Siedlaczek
Break
Supplier Image Discussion (Committee)
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Process and Results
Best of the three proposals
Options
Next Steps
AAPEX preliminary numbers (Cameron)
Wrap-up & Adjourn (Altenberger)
Marketing Executives Council
November 20, 2008
Anti-Trust Guidelines
It is the unqualified policy of the Motor & Equipment Manufacturers
Association to conduct its operations in strict compliance with the
antitrust laws of the United States.
MEMA's antitrust policy prohibits any discussions which constitute or
imply an agreement or understanding concerning: 1) prices,
discounts, or terms or conditions of sale; 2) profits or profit
margins or cost data; 3) market shares, sales territories or markets;
4) allocation of customers or territories; 5) selection, rejection or
termination of customers or suppliers; 6) restricting the territory
or markets in which a company may resell products; 7) restricting
the customers to whom a company may sell; or 8) any matter
which is inconsistent with the proposition that each manufacturer,
wholesaler and distributor must exercise its independent business
judgment in pricing its services or products, dealing with its
customers and suppliers and choosing markets in which it will
compete.
Marketing Executives Council
November 20, 2008
Supplier Image Committee
 Members:
• Brian Couch, UCI
• Ted Hughes, Mahle
• Chris McKenzie, Penray
• Dave Miller, Gates
• Mark Sprague, NGK
 Process
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Request For Proposal (RFP) developed
Distributed to MEC members for comment and requests
Sent to 12 Marketing / PR Firms:
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Barloni & Spencer
Bob Moore & Assoc
Catevo
Clean Design – declined
Creative Group – declined
Eisbrenner PR
Marketing Executives Council
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Neal Zipser – consolidated w/ Catevo
Maximum Marketing – declined
McKinney-Silver – declined
MontAd
The Marx Group – declined
Wilkin-Guge - declined
November 20, 2008
Supplier Image Committee
 Proposals to include:
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Background and references of firm
Short-term, low-cost option - $40K budget
Long-term recommendation – no budget limit
Funding and fund raising suggestions
 Proposals received – include short and long term:
• Catevo - $160,000 annual recommended
– “Because ‘Good Enough’ Never Really Is”
• Eisbrenner - $275,000 annual recommended
– “It’s Not Just a Part. It’s YOUR Reputation.”
• MontAd - $385,000 annual recommended
– “AASA Members Make It Right, Short Lines Just Don’t Make It.”
• Bob Moore & Assoc – recommends member collaboration on
association initiatives as an alternative
Marketing Executives Council
November 20, 2008
Catevo
 Neal Zipser & Joseph Gaitens
• “Because ‘Good Enough’ Never Really Is”
Marketing Executives Council
November 20, 2008
Lunch
Marketing Executives Council
November 20, 2008
Eisbrenner PR
 Kim Zitny
• “It’s Not Just a Part. It’s YOUR Reputation.”
Marketing Executives Council
November 20, 2008
Break – 15 minutes
Marketing Executives Council
November 20, 2008
MontAd
 Rita Siedlaczek & Al Haberstroh
• “AASA Members Make It Right, Short Lines Just Don’t Make It”
Marketing Executives Council
November 20, 2008
Break – 15 minutes
Marketing Executives Council
November 20, 2008
Supplier Image Initiative
Decision
Discussion on presentations, firms and
proposals
Funding options
Other Options
Next Steps:
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Proposal to AASA Board
Selection of a marketing firm
Best use of existing funds
Marketing Executives Council
November 20, 2008
Supplier Image Initiative
Decision
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Other Options
A. Select the best of the three proposals
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Work proposal down to reasonable budget
Seek board buy in and approval
Develop fund raising to membership
B. Select a marketing firm
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Negotiate retainer fee within MEC budget
Participate in MEC meetings
C. In-house Solutions (utilize budget)
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Industry Award
Supplier Image 6-Part Series
Trade Ad – 6X Insertion
Marketing Executives Council
November 20, 2008
Supplier Image Initiative
Decision
Supplier Image – 6 Part Series
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Negotiate with trade partner
Supplement with full-page trade ad
Free Franchise Piece
6 Feature Articles
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What’s in a Brand?
Definition of Full-Line
Value of Value-added
Direct Importing: Risk v. Reward
Who Supplies the Tail?
We are All in this Together
Marketing Executives Council
November 20, 2008
Supplier Image Initiative
Decision
Next Steps:
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Best option?
Proposal to AASA Board
Selection of a marketing firm
Best use of existing funds
Marketing Executives Council
November 20, 2008
AAPEX
Preliminary Numbers
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AAIW
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AAPEX
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Buyer pre-registrations 65K – up 4%
On-site registrations – down 25%
International registrations – down 18%
1933 exhibitors – down 4.1%
4614 booths – down 3.7%
SEMA
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2000 exhibitors – down slightly
9600 booths – down by 900 or 9.4%
Marketing Executives Council
November 20, 2008
AAPEX
IP Complaint Activity
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9 Registered Complaints (including multiples)
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trademark
patent
trade dress
copyright
12 Non-compliant Complaints (NHTSA)
Actions taken
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12 product seizure and/or removal
2 catalog removal
2 infringement notices delivered
NO Counterfeit Complaints
Marketing Executives Council
November 20, 2008
Wrap-up and Adjourn
Marketing Executives Council
November 20, 2008