SEMA News—October 2014
EDUCATION
MUST-SEE Seminar: Television Marketing
Experts Counsel Industry on the Hurdles and Benefits
Every automotive specialty equipment company should also take the time to understand how television can efficiently and effectively deliver marketing messages.
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Jim Cozzie of Brenton Productions will moderate a panel seminar entitled “Understand and Maximize Investments in Automotive TV Programming” in conjunction with this year’s SEMA Show. The event will take place Monday, November 3, from 3:00 p.m.–4:00 p.m. in room N258 adjacent to the North Hall of the Las Vegas Convention Center.
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Any media outlet—print, the Internet, radio, billboards and more—can be used to market the businesses of automotive aftermarket companies. But there may be none that offers the reach and cost-per-thousand (CPM) advantages of television.
To help manufacturers, retailers, installers and even warehouse distributors learn about the benefits, perceived hurdles and costs of TV marketing, the SEMA Show will present a super-session seminar entitled “Understand and Maximize Investments in Automotive TV Programming.” The event will be presented Monday, November 3, (the day before the official opening of the SEMA Show) from 3:00 p.m.–4:00 p.m. in room N258 adjacent to the North Hall of the Las Vegas Convention Center.
The seminar will be presented by a panel that will be moderated by Jim Cozzie, former SEMA Chairman of the Board, SEMA Person of the Year and recent inductee into the SEMA Hall of Fame. Cozzie is a managing partner in Brenton Productions, which creates television shows for a variety of networks, including Velocity and MAVTV, with programming such as “Two Guys Garage,” “All Girls Garage,” and “Car Fix.” Cozzie has more than 30 years of management experience in the automotive specialty-equipment and television-production industries and has held senior-level positions with aftermarket companies such as Hurst Performance Inc., Super Press Inc. and B&M Racing Performance Products.
The seminar panel will be comprised of industry leaders from significant automotive aftermarket companies that are involved in television programming, marketing and advertising, bringing real-world experience to the dais. Impactful videos will be used to illustrate many of the subject areas and will include programming and commercials developed by members of the panel.
“We want to help people understand that it is not overly hard or complicated to get involved in television programing,” Cozzie said.
“We want them to understand that, while it’s not cheap, it is certainly not expensive, especially when you consider television’s reach. Our goal is to make sure that attendees come away with a clear vision when they’re making up their minds about how they’re going to spend their marketing dollars next year.”
Topics will include:
•Editorial or commercials? What works for your company?
•Timing in TV—what 30 seconds really delivers.
•Explaining reach.
•Managing expectations.
•Measuring results: What is success?
•Investments in resources.
•Measuring costs against deliverables.
“We’re also going to be talking about the options for smaller companies,” Cozzie said.
“For instance, if you had only $5,000 to invest, what could you anticipate receiving in return? We’ll look at examples of the CPM that companies can expect, especially as the investment relates to other types of media. We’ll also look at the difference between television editorial content and television commercials and discuss achieving a balance between the two.”
People devote more time watching television than they spend with any other medium. This seminar will help automotive specialty-equipment companies understand how television can efficiently and effectively deliver marketing messages.
