The collaboration between the automotive specialty-equipment industry and the collision repair segment continues to increase, a fact that is reflected in the growing footprint of the newly branded Collision Repair & Refinish section of the 2011 SEMA Show. The new section—an expansion of the previously established Paint, Body & Equipment area—is one of 12 sections that will house exhibitors during the event at the Las Vegas Convention Center over November 1–4, 2011. The name change more accurately reflects the growing presence of the collision repair market, and more companies had already committed to exhibiting in the new section at press time for this issue than were present in the Paint, Body & Equipment section in 2010.
How effective are your advertising and media campaigns? More important, how are you measuring your return on investment (ROI)? When marketing pros speak of “tracking media,” they’re really referring to tracking promotion, which—along with product, price and place—is one of the four P’s of marketing.