Mobile Electronics Feb/March 2015

The Industry’s #1 Resource

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February/March 2015 // me-mag.com

TECHNOLOGY AT ODDS OEMs and Aftermarket Have Separate Agendas for Attending International CES

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The Educators

Customers Leave a Little Smarter, a Lot Happier at Soundscape

TIME TO TRAIN! First Spring KnowledgeFest Brings Vendors, Installers to Class in Indy

In This Issue Volume 32 // Issue 2

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Ad Index Accele...................................................................p. 2-3 ® Brandmotion.........................................................p. 41 Compustar............................................................p. 59 Custom Autosound..........................................p. 39 DD Audio...................................................................p. 7 Directed................................................................. p. BC Installernet...........................................................p. 53 KnowledgeFest Spring Training........p. 34-35 Mobile Electronics..............................................p. 19 Mito............................................................................p. 41 Panavise.................................................................p. 39 Pioneer....................................................................p. 17 Scosche.....................................................................p. 9

28 FEATURES 22 // Behind the Scenes: Kenwood As one of the largest car audio manufacturers in the world, Kenwood has built its foundation on partnering with well-run, ambitious dealers. The company supports dealers with training on the latest products in order to maintain its brand name.

But like all big companies, that’s just the tip of the iceberg.

28 // 2015 International CES: Booth Coverage and Feature Story The annual event has always been known to be a trendsetter in the electronics industry and this year was no different. With issues like off-boarding, emergence of the connected car category and the battle for floor space with auto manufacturers, CES proved why it’s a can’t-miss event for 12-volt retailers.

42 // Business Feature: Integrated Marketing Jeannette Howe, vice president of marketing for Revenew, provides an in-depth explanation on the importance of integrating digital marketing methods with the TSS system to make the most of your marketing budget.

46 // Real World Retail: Soundscape Car Audio After losing one of its founders, this Top 50 Retailer maintains its grasp with a strategy of continuous improvement and by making customer education a priority.

46 ARTICLES 10 News and Trends 12 Retail News 20 External Effects 54 Installs

DEPARTMENTS On the Cover Soundscape Car Audio has established itself by focusing inward. Not only has Owner Dan Ungaro provided strength and support to his crewmembers after the loss of Co-owner Steve Vining, the Top 50 Retailer has made the shop’s goal to educate all customers who walk through the door.

Additionally, the team uses a healthy mindset of selfimprovement and learning from mistakes to make the shop one of the most profitable 12-volt businesses in the nation.

5 Feedback 6 Editor’s Forum: CES ... or Las Vegas Showcase?

8 Stats 18 Helpful Stuff 58 Guest Editorial: Check Your Ego At The Door

COVER PHOTO: BRANDON LAJOIE

4 Mobile Electronics  February - March 2015

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feedback 

Back in My Day… A 12-volt veteran reminisces about where the industry has been—and where it’s headed.

Solomon, I wanted to respond to your article in the September 2014 issue [Editor’s Forum, pg. 8] about veterans who have been in the business for more than 30 years and how information got around.

When I was 12 (now 62), I went to town from my parents’ farm on Saturdays and hung out at the local record and appliance store, watching the TV repairman work his magic. From then on, I was hooked on electronics.

When I was 14, I started working in the record department.

About that time, the 4-track tape players came out. My first stereo install was in my parents ‘61 Chevy Bel Air with four speakers.

It was a Muntz 4-track.

A few years later came the 8-tracks, and the four plus eight that played both. The Muntz 4-track player led me to many installs for family and friends.

Eventually, the appliance store where I worked carried 4- and 8-track tapes, players. Through self-training, I became their installer and the go-to guy for expert work.

I was also into cars at a very early age, which made a great match-up with car stereo (we now call them classic or muscle cars).

After electronics training, opening up the business I have been in since 1972 and hundreds of installs later, I still acquire some of the best information by networking. I talk with customers or potential customers in my shop at work, or at my weekend shop at home, or customers that have shops where they tinker with their cars on the weekends.

They seem to talk audio, interiors, hot rodding, as well as who and where they go to during these casual meetings. Yes, training has come a long way over the past 40 years for the audio industry with a lot of excitement ahead for the young folks in the industry. There are still a lot of great ideas and technical know-how to learn in the trenches. Information comes to light at SEMA, car and trade shows across the country. This is a great time to be into cars and vehicles of all kinds in this industry as far as audio, electronics and high-performance products go.

Just wanted to chime in on your article with a little bit of a different spin on how some of the old-school still functions in the modern age of car audio. It would be interesting to get readers’ input on what they know about 4-track, 8-track and the four plus eight machines of the day. Names like Muntz, Lear Jet, Automatic Radio and Craig to name a few, are good to know.

Thanks for listening, Tim Ellenburger TEC Mobile Electronic Center

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ADVERTISING SALES Kerry Moyer 703.598.6759 • kerrym@mobile-electronics.com ®

EDITORIAL Solomon Daniels 213.291.1528 • solomond@mobile-electronics.com Ted Goslin 800.949.6372 ext. 466 • tedg@mobile-electronics.com Creative Layout: Maria Molina Creative Director: Vincent Rios Contributing Editors: Jamie Sorcher, Ruth E. Thaler-Carter and Rosa Sophia.

Published by

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Chris Cook, President 978.867.6759 • chrisc@mobile-electronics.com Kerry Moyer, VP Strategic Partnerships 703.598.6759 • kerrym@mobile-electronics.com Solomon Daniels, Dir. Media and Communications 213.291.1528 • solomond@mobile-electronics.com Cory Mayo, Dir. Member Relations 800.949.6372 ext. 461 • corym@mobile-electronics.com Richard Basler, Dir. Technology Solutions 978.645.6449 • richb@mobile-electronics.com Jamie Uliano, Events Manager 978.645.6478 • jamieu@mobile-electronics.com Mobile Electronics (USPS 957-170) (ISSN#1523-763X) is published monthly by Mobile Electronics Retailers Association, Inc. 85 Flagship Drive, Suite F, North Andover, MA 01845. Periodicals postage paid at Lawrence, MA 01842-8887 and additional mailing offices. POSTMASTER: Send address changes to Mobile Electronics PO Box 92587, Long Beach, CA 90809-2587. Please allow 6-8 weeks for address changes to take effect.

Subscription Prices - United States $35 per year, Canada $42 per year, Foreign $75 per year, Single copy price - $5; Buyer’s Guide $25. Please allow 6-8 weeks to receive your first issue.

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 editor’s forum

CES … or Las Vegas Showcase?

It’s hard to know what to call our coverage anymore, especially as the show floor has become less friendly to mobile electronics brands.

I

t used to be that I would plan my CES time joined Rockford Fosgate in catering to its dealers elselike this: where, it can no longer be viewed as a minority issue: -Day 1: First two-thirds of the North Hall it signifies a trend that will grow because of the pedi-Day 2: Appointments, seminars gree of players involved.

-Day 3: Remainder of the North Hall, Central Hall for CES is a different show, and there are a lot of reaVoxx, Sony and others sons for that. As far as CEA’s point of view, they follow -Day 4: Anybody we missed; South Hall for the CES the technology trends (remember when porn was experience. called “Adult Software?”), even if they sprout from This past CES, it was more like this: the carmakers, and it also doesn’t hurt that the OEMs -Day 1: All four aisles of the North Hall SOLOMON DANIELS have the big bucks to claim primo space; which, by the -Day 2: Appointments, seminars, Central Hall EDITOR-IN-CHIEF way, keeps the square-foot pricing at a premium. The -Day 3: Other hotels that host ME vendors effect on our industry is significant. The changed -Day 4: Anybody we missed; South Hall for the CES show results in fewer aftermarket car electronics comexperience. panies opting to pay a higher price for the exposure.

You can see how things have changed, right? If you have been Fewer of our companies attending CES means fewer retailers going to CES for as long as I have, you remember how the North making the trek to Las Vegas and instead opting to get the news Hall was ours, with the exception of a few overseas manufac- from reps, distributors, or local shows. turers that thought it was acceptable to directly promote their When I teach my kids, I don’t talk to them about right and products alongside the companies they sold them to. wrong. Instead, I talk to them about actions and consequences.

But today the North Hall is the domain of Audi, Ford, GM, There will be an effect to every decision you make, favorable or Hyundai and any other car company that can tout “connected not. That said, I am not saying that CES is doing anything wrong technology” as their reason for taking up the equivalent of five in its actions. Nor am I taking anything away from the companies car electronics companies’ booth space. CES used to be a place for that stay on the show floor. It’s an individual decision to deterretailers to come and see new products they could sell. However, mine which venue gets you the most value. I’m simply saying as one Ford executive put it, “We’re here primarily for the media that catering to automakers and venture capital-backed startexposure.” I mean, it’s not as if Joe’s Car Stereo will be selling ups means alienating the companies that have provided the very SYNC 3, right? innovation that the OEMs have thrived on for decades.

Other company reps had things to say as well, particularly A further consequence is that these car electronics companies during my offsite visits on day three. “We don’t want to be buried will look for other avenues to talk to their core audience. If they and forgotten among a throng of carmakers and smartphone can leverage a popular, well-marketed event and find host hotels cases,” was one opinion. “With the continually high cost of floor that allow them to create a grand experience for their customspace and a smaller car audio audience, it doesn’t make sense ers, they will do it. As a magazine that caters to the entire mobile for us to budget the expense,” said another. “We can take what electronics community, it’s our job to support them, just as we do we spend at CES and put it into marketing programs, rebates those that are on the show floor. Maybe all of this is inevitable. and incentives for our customers,” implied a third. A fourth and After all, people see the mobile electronics industry as one that increasingly popular opinion was, “We can’t create the same is losing ground to the portable, personal revolution. Maybe CES exclusive customer experience with what we have allocated on is growing away from us as SEMA did (which makes shows like the show floor as we can here, and this ability directly affects our KnowledgeFest all the more vital). sales and brand loyalty in a positive way.”

In any case, there should be no complaints about offboarding.

If you didn’t know, companies that set up in non-host hotels It is a consequence of a changing consumer electronics landalongside a show are called “offboarders,” and in general, the prac- scape. I imagine CES’ actions in the upcoming 2016 show will tice is frowned upon. In the past, lesser-known brands (no offense) determine if aftermarket car electronics has a place on the floor, and one or two rebels in our industry have employed the practice or if we will end up like those overseas guys, trying to sell “me during CES. But when JL Audio, JBL / Infinity, Firstech and Sony too” technology while the show spotlights shine elsewhere. 

6 Mobile Electronics  February - March 2015

 stats

Eyes on the Prize Without fail, retailers who go the extra mile for their business with research and strategy are the ones who prosper. Here is what it takes to be a winner in 12-volt.

The Purpose of Going to Other Mobile Electronics Specialist Stores (for those who went)

Number of Mobile Electronics Specialist Stores Visited in the Past 12 Months (besides your own) None- 31% 1-2- 33% 3-5- 26% 6 or more- 10%

Competitive Analysis- 66% Help out with staff shortage- 3% First-time introduction- 12% To teach or offer advice- 6% To learn or receive advice- 12% To buy/borrow supplies or product- 37% Business collaboration- 19%

Most Significant Business Improvement in 2014 Close rate- 11% Marketing- 37% Operations- 29% Staff morale- 29% Business knowledge- 29% Profitability- 31% Work quality- 40% Cleanliness- 23% Internal communications- 14%

Business’ Knowledge Level for Creating and Sending HTMLbased Emails to Customer List

Collecting Email Addresses I do not collect email addresses- 44% I do not, but plan to start- 9% I started this year- 18% I started last year- 12% I’ve been doing it for more than two years- 18%

8 Mobile Electronics  February - March 2015

We have no clue- 39% Novice: We can do it using templates- 45% Expert: We can create our own emails from scratch- 16%

 news & trends

A SPRINGThing In an effort to reach retailers in more remote regions of the country, the Mobile Electronics Group will present its first KnowledgeFest Spring Training event in Indianapolis, Ind., April 11-13, 2015.

WORDS BY TED GOSLIN

T About the Show The event will include three education tracks made up of the following: Owner/Manager Sales Professional Installation Technicians Other featured events include: Town Hall Meeting Retail Owners Roundtable Sales Rep Roundtable Manufacturer Roundtable

To register for the KnowledgeFest Spring Training, visit www.knowledgefest.org.

he first annual KnowledgeFest Spring Training event is set, with a complete list of exhibitors, workshops and participants in place to help retailers take their businesses to the next level. The event, presented by the Mobile Electronics Group (MEG), will feature a star-studded list of educational speakers, including Bryan Schmitt of Mobile Solutions, sales guru Del Ellis, Micah Williams of Sonus Evol, and former Mobile Electronics Retailer of the Year, John Schwartz of Perfectionist Autosound and Security, to name a few.

As the newest event to join the KnowledgeFest ranks, this special spring training will take place in a new location: the Indiana Convention Center in Indianapolis, Ind. The venue offers five connecting hotels for attendees to choose from, in addition to a variety of amenities. The purpose for the change relates partially to the accessibility for attendees on the eastern part of the country, according to Chris Cook, president of the Mobile Electronics Group.

“Why Indy? It was simple. At our past events we have attendees from 48 states, however, we noticed a trend of nearly 70 percent of attendees coming from a

10 Mobile Electronics  February - March 2015

six-hour radius of the event. With respect to Indianapolis there are over 900 dealers within the drive time! This includes key cities like Chicago, Cincinnati, Cleveland, Columbus, Detroit, Louisville, Nashville, Pittsburgh and St. Louis,” Cook said. “In addition, spring is a time when manufacturers are introducing product shown at CES and are making the rounds to present these new product line-ups to as many retailers as possible. With this in mind we present an event made to meet the needs of our industry and get dealers ready for the selling season!”

In addition to making it easier for retailers to attend, the creation of a second KnowledgeFest was due to the need for more manufacturer trainings to address emerging trends. However, with the primary KnowledgeFest occurring in August, that time period being late in the year does not lend itself to covering the newest trends for the year. Springtime typically sees a fair amount of new product releases that paint a picture for the year ahead.

One company that will present during the event is Alpine, which will focus on training retailers on its new “Restyle” category, in two training sessions.

Workshops to Attend The following are the speakers who will offer workshops at the event: Human Resources with Mike Bartells – Like many retailers, the owner and operator of Extreme Audio, one of the top retailers in the U.S., has learned the hard way how much HR really matters when it comes to running an efficient, harmonious and high-performance business. Learn how to disqualify the wrong people, make better hiring decisions, and how to keep your staff engaged. Supporting presenters are Omar Jawad and John Schwartz.

Modern Marketing with Ben Vollmer – Making the shift to digital marketing can be difficult, confusing—and if not done the right way—expensive. Ben Vollmer has helped several 500 Fortune 500 companies develop software solutions to enhance customer retention and marketing, and will share his insight into how 12-volt retailers can measure their marketing performance and get the highest return on their investment.

Inside the Numbers with Marcel Newell – Getting good, daily data on your showroom, business financials and inventory is increasingly important for retailers. Get out of the monthly cycle and start evaluating your business, the challenges and opportunities, in real time. Supporting presenters are Mike Bartells, John Schwartz, Ben Vollmer and Chris Cook.

Showrooms that Sell with John Schwartz – Perfectionist owner and top mobile electronics retailer John Schwartz has taken his business from a small, underperforming shop to one of the top retailers in the U.S. in less than a decade. How? By talking to experts, by investing in his showroom and staff, and by relentlessly looking for ways to improve. Schwartz will share his experiences growing his business and the importance of his showroom to his business goals.

The spring training event features up to 20,000 square feet of exhibit space during its Mobile Electronics Show. Companies on display will include Kicker, Kenwood, AAMP of America, elettromedia ad Memphis, among others.

“Our whole goal is to present our Restyle direction with new retailers in Indianapolis. We will have new kits, a Chevy demo truck, and will be talking about product and sales techniques related to Restyle,” said Steve Brown, product promotion manager at Alpine Electronics of America, Inc. “We want dealers to understand the reason why we’re taking this Restyle direction, what it’s about, and what to focus on with customers. It’s unique and profitable, two things we think are missing in current aftermarket offerings.”

Brown added that while the event offers similar features to the original KnowledgeFest, its main purpose is to give retailers the chance to spend one-onone time with manufacturers, something they normally wouldn’t get to do.

“Hanging out with the guys that are kind of calling the shots is a chance to give insight to the industry to see trends they wouldn’t normally see from both the aftermarket and OEM side,” Brown said. “Steve Crawford, who’s basically the U.S. aftermarket head of Alpine, will be there. He knows the industry very well, understands the trends, what works, what doesn’t in this market and others.”

Among the presenters at the show is Ben Vollmer, chief customer evangelist for Businessworx, an online marketing company focused on helping 12-volt retailers. Being a retailer himself (at Audition Audio in Cumming, Ga.), Vollmer has a deep understanding of the trials of attending trade shows, but believes the value of KnowledgeFest is well worth the cost.

“Any training is ideal for retailers.

Watching trends is great for looking at the big picture. For any retailer to approach a manufacturer and learn the tech behind what we’re putting in cars is massive for a retailer,” Vollmer said. “At the event, we’re presenting a session on numbers with Marcell Newell. He’s one of the best I’ve ever met in terms of numbers. He’s doing the accounting side and I’ll do the marketing side of that.”

With the event taking place in a new region of the country, Vollmer hopes it achieves its intended effect.

“For me, this is a patch of retailers that haven’t been hit before. This is a great demographic spread of a location and it helps to get trainings closer to where untapped retailers are,” he said. “Indiana is the heartland area. Some shops may not want to fly to Dallas every year, but a two-hour drive to Indiana is going to appeal to them.” 

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 retail news

Home Sweet Home A relative newcomer opens his own shop after only 10 years in the business, encountering welcome in unexpected ways.

WORDS BY TED GOSLIN

S

ooner or later, everyone catches the “bug.” No, it’s not influenza or Ebola, but the “bug” to be a self-starter. Whether that means working for a company that allows you to have auto nomy at work or starting your own company, it’s a trait that many consider to be the most empowering factor in all of business.

With only 10 years of installation experience under his belt, Jeremy Johnson caught the entrepreneurial “bug” and opened Sterling Audio in Everett, Washington, taking a chance that only the bravest of 12-volt souls will ever attempt.

“For the last seven years I worked about 30 miles from my home, and my new location is about five minutes away.

That saves me both time and money,” he said. “It’s also been a dream of mine since I first got into car audio when I was 15 years old to own a shop like this. The location I have now is on a very busy street (Everett Mall Way), about a mile away from the Everett Mall and about 10 minutes from Boeing.”

In order to take the leap, Johnson started planning by researching what location would best fit his business plan.

The plan would change every month, until he landed the location with the perfect fit for his needs.

“There had been a car audio store here for around 20 years already and the current owner was looking to move out of state. We came to an agreement after about six months of on-and-off negotiating,” he said. “So instead of starting from scratch I was able to buy somewhat of a turnkey operation. We took over the lease, which saved me a bunch of money.”

What added to the ease of opening a new store was the fact that the store was fully functional with product from the start. Displays required a redesign to include new product, cleaning and painting. The crew also had to blow out discontinued products and brands they did not want to carry. Current brands include Kenwood, Pioneer, Jensen, Hertz/ Audison and Compustar, among others.

“Most of these brands I have been dealing with for a portion of my career. I stick

12 Mobile Electronics  February - March 2015

The young shop’s focus is on custom fabrication and sound quality; two things owner Jeremy Johnson feels have been lacking in recent years.

with what I know works and performs well,” Johnson added. “Standout products in my mind include Audison, which never seems to let me down, and are my go-to for sound quality. Kenwood head units have also been doing very well and seem to meet all customers’ needs and price points. Compustar for remote starts and security are the only products I will touch!”

For staffing, Johnson looked close to home, hiring his wife Arlaina to help with inventory and shop presentation. He also hired one tech, Kevin Shisler, to handle the bay with him.

“Business has been going great. My first three months were good; we did what we needed to do to pay the bills and get new product lines rolling,” he said. “I pretty much did it all on my own with lots of late nights and early mornings. This month I hired Kevin to help out and we doubled what I thought we would do. So I think we will be starting off the year on the right foot.”

Johnson was able to draw from a loyal customer base who followed him from

»

Who’s Who Joey Schultz Eminent Hi-Fi Rexburg , Idaho Years of Industry experience: 18 Hobbies: None What you’re really good at: Car audio Dan Haslam Mainely Audio LLC Ellsworth, Maine Years of Industry experience: 46 yrs.

Hobbies: Carpentry What you’re really good at: Playing my Taylor guitar in our church band Buddy Beckner Extreme Car Audio Morristown, Tenn.

Years of industry experience: 24 Hobbies: Motorcycles, audio competition What you’re really good at: business

Soon after opening, the shop focused on adding brands to fit its high-quality sound focus. Brands include DD Audio, Memphis and Hertz/Audison, among others. his last position to his new shop. In addition, since he took over a previous car audio shop, clients continued to come based on habit. Word of mouth is also used to push the shop’s focus.

“I would say we specialize in sound quality and custom fabrication, things I believe this industry has moved away from and recently have made a huge comeback. With most people not using CDs anymore, it’s hard to get through customers’ heads that sound quality starts from the source material,” he said. “In the future I would like to do more lighting like LED headlights and light bars, and hope to get some good marine jobs as well.”

As a retailer with a fresh perspective, Johnson hopes to bring back not only a focus on high-quality sound, but a great customer experience that both redeems car audio and educates customers on the various product offerings available to them in the medium.

“My goal as a retailer is fairly simple. I want to provide excellent products and customer service. Most of the customers that walk through my door have had a poor experience at one of the big local chains that happen to be a half-mile away on the same street. I want my customers to tell all their friends and family about how we took care of all their car audio wants and needs without taking advantage of them. Mostly, I want to own a business that has a good reputation and continues to grow.” 

Jon Kowanetz Handcrafted Car Audio Chandler, Ariz.

Years of industry experience: 17 Hobbies: Music, snowboarding, video games and fabrication What you’re really good at: Bringing fabrication concepts to reality Joe Cassity Tunes-N-Tint Lakeland, Fla. Years of industry experience: 18 Hobbies: Graphics/Web development and spending time with my kids What you’re really good at: Coordinating people/projects and multi-tasking Dana LeBlanc Parkway Sound and Security Everett, Ma. Years of industry experience: 20 Hobbies: None What you’re really good at: Troubleshooting

me-mag.com 13

 retail news

Big Pick-Up In adding established audio lines to his store, Bryan Turvaville was able to expand his customer base and grow the business in unexpected ways.

WORDS BY TED GOSLIN

L

ocated less than 40 miles from Lake Meredith, in the heart of Amarillo, Texas, sits Auto Trim Design, a 12-volt retailer known mostly for remote starts and Bluetooth upgrades—until now.

In August 2014, Electronics Manager Bryan Turvaville made the decision to add two new lines, Hertz/Audison and marine/ powersports manufacturer Wet Sounds. That decision would end up paying off in kind, especially considering the shop’s nextdoor neighbors.

“Wet Sounds has been a great pick-up for us considering there is a boat shop next door that we work with. We send them customers and they send us those looking to add electronics to their boats. We’re both winning on that end of it,” Turvaville

14 Mobile Electronics  February - March 2015

said. “Since there’s not that big of a marine market in the area, due to the lakes around here drying up, the guys are taking [their boats] down to the Dallas area. But there are quite a bit of marine sales. Our market is so screwy. It’s one of the weirdest markets in the nation, I think.”

Adding Wet Sounds is the largest product pick-up the shop has ever had, according to Turvaville. One boat job brought in $6,000 gross, while a golf cart generated $3,100 in sales and utilized all Wet Sounds product.

“Audison and Hertz has been a great pick-up as well but we gotta get the word out,” he added. “It’s mainly about word of mouth. We’ve done a lot of Facebook posts and plan on getting a demo vehicle out there so people can see it and see how it

Focusing on marine and powersports services has given the shop a huge boost, including $3,100 in sales for this golf cart install.

Adding Wet Sounds has helped the store take advantage of a marine and powersports market in a region not known for those categories.

sounds. We’ve had Hertz/Audison speakers up in my demo room, which helped talk a guy up from a $70 set of speakers to $600 worth of speakers.”

In one month’s time, the shop increased its general electronics sales by 70 percent, according to Turvaville. “In the previous year we did $13,000 in sales, but last month we did about $22,000 in sales,” he added.

The shop has always been known locally for its ability to take on jobs others won’t or can’t do, focusing mainly on adding Bluetooth functionality and remote starts to vehicles. Until now, audio wasn’t one of the store’s specialties.

But adding top-notch audio brands can change that quickly.

“We get a lot of work from dealers. We didn’t always get a lot of the big custom jobs. But you go down to Dallas and you got guys who have never touched a remote start. I have to be able to do every aspect of work that comes through the shop,” he said. “We just spent $3,200 on a new table saw because we started getting more custom work and the saw we had was dangerous. We’ve been doing more custom work than ever before.”

Keeping up on every product, having product knowledge and giving the customer what they want is also a big challenge for the shop. Recently, Turvaville did an iPad install on a Tacoma which he had never done before. After mentioning the problem on the 12-volt Insider, a retailer invited him down for a training.

“I’ve got to take opportunities like that on my own. I can’t turn down a job,” Turvaville said. “I was upfront and honest with the customer about not knowing how to do it and they were 100 percent on board. I may not have known how to do it, but even if I don’t know how to do a job I’ll take the time to learn because it’s what’s best for business.” 

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 retail news

Located in Kentucky, the shop sees its fair share of cold weather, which dictates a need for remote starters. That makes any choice on a potential vendor partnership even more critical than other product lines.

The Starting Line After moving to a new remote start line, Final Touch Crew has seen both a boost in sales and stronger support from its new vendor partner.

Left to right: Todd Banta, owner, and JP Jones, technical services director.

WORDS BY TED GOSLIN

W

ith the exception of the Western United States and South Florida, most cities have to deal with moderate to extreme cold weather during the winter months. For 12-volt retailers, what can be seen as a burden to most people is a blessing in the form of one of the best-selling product categories in the business: remote starters.

Last October, J.P. Jones, technical services director of Final Touch Crew in Frankfort, Ky., switched remote-start brands to Compustar in an attempt to find better technical support and stronger restrictions for territories and online sales. Since the switch, Jones has reported great improvements across the board, from sales increases to customer support.

“It’s been fantastic! There has been hardly any learning curve and the customer response has been great,” he said. “I’ve been very satisfied as a customer of Compustar. They have wonderful customer service. We received a shipment of bypass modules

16 Mobile Electronics  February - March 2015

that didn’t have the correct data-to-data cable. They immediately shipped out an entire case of replacement cables.”

To capitalize on the new partnership, the shop marketed the product with new banners, POS (point-of-sale) brochures and a social media campaign. “We pushed the Drone integration to the younger crowd and marketed the quality workmanship and exclusivity to our more mature customer base,” Jones added.

“This year’s remote-start season has been very busy for us so far. Our projected revenue looks to be up about 10 to 15 percent from the last quarter of 2013.”

It’s obvious that retailers need to watch out for the bottom line for any product purchased from vendors, but Jones stresses there is more to any partnership than just dollar amounts.

“When switching product lines you should definitely research not only the product but the company’s technical and customer services. Those are crucial in creating a mutually satisfying and financially profitable relationship,” Jones said. 

 helpful stuff

Sites To See: LastPass 3.0 WWW.LASTPASS.COM

With security threats, hacks, breeches and identity crime happening every 15 seconds, it is more important than ever to consider a password locker. For business owners who do their banking, purchasing, social networking and other transactions online, why worry about forgetting passwords—or worse yet—having them detected and compromised?

For retailers who use the same password across many sites, the risks run even higher. LastPass 3.0, which is free to download and use, allows a person to store all passwords in a secure place using a strong password for each site. Data online is encrypted with two-factor authentication, a security process that uses two forms of identification.

Books:

Software/Apps:

How to Be a Power Connector: 5 + 50 + 100 Rule for Turning Your Business Network into Profits

SquareRegister

AUTHOR, JUDY ROBINETT

Not every business transaction needs to take place at a register—a concept that more small businesses are finally acknowledging. For 12-volt shops that participate in soundoffs and local/regional car events, there is more opportunity than ever to set up and sell with Square’s mobile payment service. Any size shop can benefit from this and it’s easy to get started. Just download the Square Register app and sign up to get the credit card reader dongle.

Plug that into the headphone jack on your smartphone and make payments-on-the-go a reality. Just remember that Square takes a 2.75 percent cut of every payment.

WWW.JUDYROBINETT.COM/BOOK/

Strategic planning is the key to running a business profitably today. This book highlights the high-value relationships a person needs to nurture—and how to look at those that go beyond friends, family and profession. It is also important to add value to those contacts on a regular basis and beneficial to be the person who is the connector between connections. Super-networker Judy Robinett discusses how to create a “power grid” to achieve both personal and professional success. Strategies include finding the best “ecosystem” to network within to reach goals, the key ways to use social media, and how to get anyone’s contact information in 30 seconds.

WWW.SQUAREUP.COM/REGISTER

Services: ®

MOBILE ELECTRONICS GROUP WWW.MOBILE-ELECTRONICS.COM

With more potential 12-volt customers doing their research online, its critical for retailers to have a strong digital presence. That’s where Mobile Electronics Group (MEG) comes in, offering many solutions such as fully functional website solutions that are connected to the Mobile Electronics national dealer locator.

MEG has helped some of the top names in 12-volt create a quality presence online.

18 Mobile Electronics  February - March 2015

 external effects

Popular Demand: Selfie Sticks, Smartphone Batteries and More WORDS BY JAMIE SORCHER

à

Selfie Stick Craze

Power To The People

What’s Going On: With the latest CES now in the history books, attention has turned to the electronic gadget that folks want the most these days—and it’s not a TV, GoogleGlass or a connected car.

According to a survey from Fortune magazine done in collaboration with Survey Monkey, Americans want better batteries.

How It Can Affect You: To take it a step further, 33 percent of respondents indicated what they were most excited about with the newest generation of

smartphones was “improved battery life.”

While batteries aren’t as high-profile as some of the other products at CES, the battery industry is positioned for its next breakthrough in technology.

For now, portable power and juice packs are the rage, but cell phones, laptops and even vehicles are in need of new sources of energy. Whatever is next—whether it is solar that recharges our personal electronics or hydrogen fuel for our cars—remains to be seen. Maybe 2015 is the year things will take shape.

SkyMall Is Grounded

What’s Going On: Anyone who has been airborne knows of SkyMall, the company behind the in-flight shopping catalog that can be found in seat pockets. Owned

by Xhibit, the company and its magalog have both filed Chapter 11 bankruptcy in part, said the CEO, because of the growth of electronic devices and because of in-flight Wi-Fi. The catalog was known for its sometimes wacky items like a TV listening headband, British phone booth replica, a suitcase that turns into a scooter, or orbit wheels.

How It Can Affect You: Retailers are constantly in need of figuring out how to stay relevant. SkyMall, founded in 1989, was the only option for shoppers during air travel.

Times have changed though. Now, most airline passengers can use electronic devices on planes, so fewer people browse SkyMall. The FAA allows gadget use during take-off and landing and a growing number of airlines now offer in-flight Wi-Fi. As a result, airlines haven’t been as enthusiastic about buying SkyMall magazines for their planes.

Another factor is that SkyMall faced increasing competition from rivals like Amazon and eBay—and had to offer discounts and offers to compete.

20 Mobile Electronics  February - March 2015

What’s Going On: Right before New Year’s Eve, this device was flourishing throughout Times Square in New York City and in nearly every other tourist location. They were all over the place in Las Vegas at CES. The premise is simple.

It allows users to position their smartphones out of the typical range—beyond

arm’s reach—to get better photos. The Selfie Stick craze, a product made by a number of companies, is definitely here and it’s the mobile gadget of the moment.

It was named one of the top 25 best inventions of 2014.

How It Can Affect You: The product, both revered or reviled, still seems to have a lot of life in it having gotten its start in Southeast Asia. It sells here in the U.S. for about $5 and it could be one of those impulse items that mobile electronics retailers can’t afford not to carry.

We Are The World

What’s Going On: Davos, Switzerland, the ski town that hosts the World Economic Forum, (WEF) brings political and business leaders from around the world together for its annual meeting where a range of topics like finance and social issues are discussed. These days it has grown to more than 2,500 participants and 140 countries. The plunging price of oil was discussed along with another hot topic: climate.

Climate change was a major topic this year with Al Gore stating it is the “biggest challenge our civilization faces.” He gave one of the first presentations at the event showing images of flooding, death and destruction, while warning that the world is in denial about the risks it is taking.

How It Can Affect You: How the U.S. handles this is impacted by events, relations, and economies of many other countries.

Bankers and economic leaders were upbeat about the year ahead. As for here at home, U.S. economic performance is strong and offering a boost to global demand. Technology is expected to play a larger and somewhat unpredictable role in the economy and financial sectors. Cyber security was an important issue. Sir Tim Berners-Lee, inventor of the World Wide Web, spoke on the topic, “In Tech We Trust.” Microsoft was also on hand to share its view on the future of the digital economy. All of this is a strong reminder that global events impact us locally every day.

Headphone Rally

What’s Going On: One of the hottest accessory categories is headphones. With continued growth in the mobile electronics category coupled with increasing disposable income, the headphone market is set to enjoy a continued renaissance and is poised for growth during the next five years. The space, though, is more crowded than ever.

How It Can Affect You: The headphone battle of The Big Three—Beats, Monster and SMS Audio—continues.

Following Apple’s acquisition of Beats last May, the

space is even more competitive. According to NPD Group, Beats controls 27 percent of the $1.8 billion headphone market—and 57 percent of the market for “premium” headphones, those upwards of $99. On- or over-the-ear Beats retail anywhere from $200 to $400.

This year, expect more players like Bob Marley’s estate (House of Marley), Quincy Jones (manufactured by AKG) and Tony Bennett (by Koss) to try to grab their share of the pie.

Why Not More Wi-Fi? What’s Going On: Cellular towers still offer the best connectivity, but what about Wi-Fi? How can it become more usable for the masses? FreedomPop, a Los Angeles-based company, thinks they’ve got it figured out. They started offering free mobile service in 2013, but now plan to give customers access to nearly nine million hotspots for $5 a month with a new service just launched. When subscribers come across a participating hotspot, their device automatically logs in—no agreements to sign or passwords to enter. The company strives to solve a challenge for many consumers these days—finding alternatives to expensive cell phone service plans.

How It Can Affect You: Wi-Fi hotspots don’t cover the planet yet, nor will they anytime soon. With everyone wanting to be connected all the time, Wi-Fi can present some drawbacks like starting a call in one hot spot, but losing it when walking out of range. Sometimes connecting isn’t seamless because too many folks are trying to access the signal at the same time. FreedomPop’s app will be available only on phones using the Google Android operating system at first. An iPhone app is planned for a later time. Companies will continue to look for better business models for the wireless world in which we live. And with the Internet of Everything emerging as the next major trend in connectivity, Wi-Fi will only become more important.

me-mag.com 21

 behind the scenes

DEFINE YOUR

LINE

Using a selective, yet supportive approach with its dealers, audio giant Kenwood looks to partner with only the best retailers.

WORDS BY BILL BRAUN

22 Mobile Electronics  February - March 2015

D

eciding on a new line shouldn’t be like reading a Sherlock Holmes novel—complex, exciting, and at times an utter mystery.

For the shop owner, doing business with a new company invites a host of new questions. How will they treat me? How good is their gear? How good is their customer service? How easy are they to deal with as a business when placing an order or requesting a repair? Deciding on a new line can be a task some would consider unnecessarily daunting. But with a good partner, such a painstaking headache can become a gentle sigh of relief.

Kenwood is widely considered one of the most venerable companies in the car audio industry. Founded in 1961, Kenwood has been making 12-volt gear since the invention of the mobile 8-track tape deck. Since then they’ve been among the first to offer everything from car audio tape decks to navigation receivers.

Getting Good Data When considering Kenwood, understanding not only what gear is being made, but why they wanted to make it in the first place, is a process well worth investigation.

For Kenwood, that process begins with the dealer’s input.

Tony Mercado is Kenwood’s marketing manager in the U.S. Having spent more than 15 years with the company, his position offers a unique level of experience and perspective into the inner workings of the Japanese audio giant.

Kenwood believes in the value of letting both the dealer and consumer play a significant role. “We work with specific dealers in the field; people on the front lines. They are talking to customers, and the customers are asking for certain things.

We take that information and funnel it back to our product development team. It gives them a good idea as to where the market is trending. That’s where a product like the DNN networkeg navigation receiver comes from.” Ø

me-mag.com 23

 behind the scenes

While the connected car was the main focus, Kenwood also presented a wide variety of speaker options that tackle, among other things, the marine and powersports market.

At the 2015 International CES, Kenwood presented its version of CarPlay and Android Auto to the masses, officially joining the connected car revolution.

As the new year develops, Kenwood is increasing its investment in research in an effort to increase “consumer-based surveying,” as Mercado termed it, describing the efforts of “getting feedback directly from the consumer” as a type of filter removal. Kenwood doesn’t feel the attempt to get data in this way reflects a lack of retailer credibility; rather, the opposite.

“You have to look at your resources. If this is the best way to collect intelligence then we will continue to do that. We want to augment that with more consumer based surveys. We want to paint a better picture about the products that are wanted,” Mercado said.

That data makes its way to the Long Beach, Calif. American headquarters and then to Japan, where Kenwood’s world headquarters are located.

Better Gear + Exclusivity = Profit It’s good to have standards. Let just anyone over the velvet rope and the excitement behind exclusivity is compromised.

Kenwood believes in being selective, especially when it comes to its premium Excelon brand.

“To become an Excelon dealer, you truly have to be a topnotch retailer. It’s not something we flood the market with,” Mercado said. Kenwood looks for the potential dealer to support the line in several ways. Having higher-end installers, a solid

24 Mobile Electronics  February - March 2015

business model and a good reputation are all factors in the consideration process. It is not a simple matter of a credit application and an opening order.

Kenwood feels the advantages of becoming an Excelon dealer are multifaceted. “There’s a difference between our white-boxed Kenwood product and our black-box Excelon product,” Mercado said. “It’s going to be features, high-voltage pre outs, more audio tuning features, and a longer warranty, and not for a lot more money.”

While the technological differences are palpable, the price difference between the standard Kenwood and upper-end Excelon lines were kept in close proximity to each other, he added.

Dublin, Calif. is about 18 miles from Oakland, and the home of United Car Stereo. A smaller shop with an impeccable reputation (Yelp reviews are replete with 4.5 and five star ratings), this operation has a 35-year history, and is currently a Kenwood/ Excelon authorized dealer.

Ryan O’Neill is co-owner of the shop. In his experience, the value of investing in a brand like Kenwood lies more in Excelon’s benefits.

“It’s harder to shop us on Excelon. Crutchfield carries it, but other than that no one else carries it here. Plus we can offer a two-year warranty with it. We offer a lifetime warranty on the labor already,” he said. “They [customers] feel like they’re

Ryan O’Neill, co-owner of United Car Stereo, is pleased with the limited availability of Kenwood’s products, which makes it easier for him to sell in-store.

The Excelon DDX392 has the ideal mix of price point, dash appeal and media connectivity, with options for Pandora, Bluetooth and SiriusXM.

me-mag.com 25

 behind the scenes

getting a higher-end product because they know it’s a specialty line. It’s worked well for us.”

Under the Hood

KAC-M1804 4-Channel Amplifier: This multi-application amplifier has four channels and produces 400 watts (max) of power, designed as a compact solution for traditional auto, powersports and marine environments.

KAC-M1842BT 4-Channel Amplifier: Similar to the M1804, the KAC-M1842BT also features 400 watts (max) of power, with remote-controlled, built-in Bluetooth capability to easily add wireless streaming to vehicles without Bluetoth.

Excelon DNX892 Navigation Receiver: Similar to the 5902, this receiver features hands-free Bluetooth, HD Radio and touch panel control.

Navigation is equipped by Garmin, offering various options including Junction View, Lane Assist and 3D Building Map. 26 Mobile Electronics  February - March 2015

Some of the most common functions of any manufacturer rest on basic business practices like getting an order of gear out the door and ensuring information (both technical and promotional) is accessible to dealers.

In the Internet age, the challenge of communication has in theory eased as “assets” are available on many 12-volt manufacturers’ dealer-only websites. These resources are often high-resolution graphics of product, promotions, merchandising and even technical data or price sheets; all of it available online, ready to be accessed with the click of a mouse.

“Having a repository of digital assets is something we’re working on,” Mercado said. To date, Kenwood has lived up to its promise of more online assets, as evidenced by new photos for both Kenwood and Excelon being posted in under a week of CES concluding.

Additionally in late 2014, Kenwood upgraded its car audio website with a new design. “The need for the updates came from several sources,” Mercado said. “The old site had a lot of areas for improvement. We heard from consumers, retailers and from those of us internally that the website had areas that needed to be addressed. I think it’s an area that will continue to evolve for us.”

The resulting updates included some functional and aesthetic improvements, like a new graphic tab system to select gear and an easier method of downloading firmware and product manuals.

A topic on the minds of many retailers is regarding the Internet sales policies of every manufacturer they sell. Who can sell online? What gear can they sell, if not the whole line? According to Mercado, the policy hovers around a three-letter word: MAP (Minimum Advertised Price).

“We offer every retailer the opportunity to sell online, but there are parameters that have to be met. One of them is adhering to our MAP policies,” he said. “Selling online is a valuable tool for a lot of retailers, but you have to be mindful of the policies.”

On the Kenwood website, consumers are asked to look for a branded Kenwood “Authorized On-Line Retailer” badge when shopping for gear in e-commerce stores. The badge is available for those that choose to sell online by the rules Kenwood lays out.

For those that ignore MAP policies, there are consequences.

“We have a policy regarding transshipping and Internet sales that we hold dealers to,” Mercado said. “It’s an issue that we’re very mindful of, so we do a very good job of policing Excelon.”

No manufacturer is without challenges. In O’Neill’s opinion, those challenges lay with the support department. “The only complaint I have on the whole is their customer support. Sometimes it’s hard to get hold of them. The product is great. Our rep is great. The people we’ve talked to at the company are great. It’s just the technical support could use a little work.”

KFC-XW120 Kenwood 12-inch Subwoofer: Low-frequency output has been improved thanks to the cone area increase without changing the cutout diameter. RMS power stands at 400 watts with mounting depth at 5-3/16 inches.

Training the Masses Every manufacturer recognizes the need to train its sales force. The regularity of the training (and how effective that training is) can help to define the success of those products, and at times the brand as a whole.

Additional training challenges arise as the complexity of the product increases.

In fact, Kenwood included so many features on its DNN992 navigation system that it created a dedicated microsite within Kenwood.com. The site features 18 subsections to allow consumers and retailers alike the chance to explore some of the details of the unit.

“There seems to be a lot more technology that comes with the products we sell,” Mercado commented. “More emphasis used to be on the audio portion of the product. Most of the conversation now is on connectivity.” Kenwood has made an effort to train both online as well as in-person. A dedicated staff travels nationwide for the majority of the year.

According to Kenwood’s internal data, nearly 3,500 retail managers, installation and sales staff were trained face-to-face last year alone.

“This illustrates our reach and commitment to providing training to all Kenwood and Excelon retailers,” Mercado said.

To increase the reach and the efficacy of its training, Kenwood had to step up the regularity of the information. Kenwood University is an online method of doing just that. “The retailers can get in-depth training for the products we offer,” Mercado said. “We’ve also hosted webinars [live online training]. It allows us to reach a broader group of people, which helps when a region doesn’t have a training planned.”

The online training site offers 28 sections for the Excelon line, with a comprehensive set of presentations for every product in the Excelon arsenal. Similarly, there are 32 sections for the Kenwood line, located on the same site.

At the end of the presentations, a quiz is offered, which if passed results in the participant becoming Kenwood Certified.

The certification results in credit going toward the Excelon Rewards page.

The site is also a repository for information like product datasheets, software updates, and a published schedule of upcoming webinars. Lastly, the site has a portal for the Kenwood forum, a discussion board for conversations about the gear. Technical issues are also explored.

The forum contains an install gallery for Kenwood and Excelon dealers to showcase their installations.

the flexibility of the unit, citing how users are able to choose what platform suits them best.

Other items the company hopes will turn heads are the new oversized woofers. The 10-inch and 12-inch subs have a special cone geometry that makes them perform like an 11-inch 13-inch, respectively, according to Kenwood.

Also featured was a new Bluetooth-enabled KAC-M1824BT 4-channel amplifier.

Engineered for motorsports applications and featuring a Bluetooth controller, the amp has a conformal-coated board.

Power is 400 watts at its peak, and RMS is 45x4 at 2 or 4 ohms per channel. The Bluetooth remote is deigned to go on handlebars (for a motorcycle or ATV) for easier access. Mercado stated that the company feels “there’s growth in this category.” Expect to see more from Kenwood in the ATV category.

The New Gear Despite all the training, policies, marketing and advertising, the gear is what it’s all about. One central location to find out all the news about the latest Kenwood product is in Las Vegas on the first full week of the year. Of course, this means CES. For Kenwood, the 2015 CES booth was more then just a massive showcase with a McLaren (yes, there really was a McLaren). The company released several new technologies to go with myriad product releases at the show.

Mercado highlighted a mixture of products to pay attention to. “Exciting stuff for us includes the DDX9902S and DDX9702S that features both Android Auto and Apple Car Play compatibility,” he said. The head units are both priced in the $750-$800 range, depending on model. Kenwood presenters highlighted

Line Drive With training, both in-person and online, and the obvious effort Kenwood has been making to improve its offerings across 12-volt categories, the company is consistently proving it is taking the communication aspects of its business quite seriously.

“Their business side is very easy to deal with,” O’Neill said. “Better in the last few years. The people we’ve talked to at the company are great.”

To top that off, creating a pair of lines that are both affordable and complete is no small task. Relying on the access of the Kenwood line while offering the exclusivity of the Excelon line is how this audio giant is trying to stay in the hearts and heads of retail shops across the planet. 

me-mag.com 27

Tech War As another CES passes, more and more vendors are moving off-site to allow more freedom for showcasing product.

Other trends include OEMs and the connected car, and the need for more product diversification.

WORDS BY TED GOSLIN

Several panel presentations took place throughout the event, including the Connected2Car panel, which featured several automotive and technology representatives, including Chris Cook, president of the Mobile Electronics Group, seen here.

Located at the Hard Rock hotel and casino, Rockford Fosgate’s product showcase included newly purchased aftermarket security company, Crimestopper, which promises to announce a new direction in 2015.

28 Mobile Electronics  February - March 2015

B

uilding a sound system requires many steps. First comes the assessment phase.

This requires patience and a keen eye to determine what is needed for the vehicle in front of you. Next comes component selection. This is challenging due to the wide array of possibilities that will and won’t work with that particular model of vehicle. Finally, there’s execution. So many things can go wrong, but in the end there’s only one way it can go right. The same tactics are required for running a business, but it’s often a failure to properly execute the first step that can ruin the whole process. That’s where planning comes in.

The importance of learning about the latest technology trends, both within car audio and with other emerging technologies, has grown exponentially in recent years thanks to advances in the Internet, telematics and Bluetooth technology. The thirst for more information is precisely the thing that is pushing businesses around the globe to attend trade shows and training events in droves. This allows them to stay ahead of new technology trends and improve their businesses. There’s no better place to do

Among the 170,000 attendees at this year’s CES were 6,575 media professionals, showcasing the global popularity of the event.

that than the International CES, the largest technology show on the planet.

Trade Show Statistics The diminished presence of aftermarket manufacturers at the show might suggest to some that retailers won’t be as interested in visiting Las Vegas to kick off the new year. But if the numbers are any indicator, that argument is quickly silenced.

The total number of attendees at the 2015 CES was around 170,000, up from last year’s attendance of 160,498. Floor space for the event was the largest in show history with more than 2.2 million net square feet of exhibit space used.

Included in those numbers for 2014 were 52,326 exhibitors, 2,670 financial professionals and 6,575 media. With so much attention from media, consumers, potential buyers and over 20,000 new product announcements, it’s understandable why retailers would still have good reason to attend the show. Although, whether the juice is worth the squeeze is a question that was not lost on many exhibitors this year, as some chose to showcase off-site.

Compared to Mobile World Congress (MWC), which shows off 1,900 exhibitors and over 85,000 attendees, and SEMA, with over 100,000 attendees and 2,000 exhibitors, CES is the largest show of its kind and continues to grow, making it an enduring and required event in the show circuit for retailers.

With the cost of booth space being $42 per square foot ($35 for members) per day (totaling around $140,000), coupled with the costs of on-site labor, transportation, hotels, food and entertainment, companies can end up spending upwards of half-a-million dollars on the event.

Despite it’s popularity, it makes sense to some manufacturers to leave the show and host their own events around town at less expensive venues.

“The reason [manufacturers] are offsite is because it is way cheaper. They can have a bigger booth, get food and catering for free and cheaper than show room

floor,” said Jason Kranitz, owner of Kingpin Car and Marine Audio in Wilsonville, Ore., who attended CES this year. “They are tailored toward committed dealers.

Manufacturers see a bigger return on their buck.”

Kranitz, who presented a seminar at the Mobile Electronics Group booth, has seen how the show has changed over the years, having attended for the past 18 years.

“The problem is with the unions and what CES is charging. It’s $175 for their guy to plug your power in. It’s just ridiculous,” he added. “It’s not just our industry, there are a whole bunch of companies that have gone off-site. I think at this point CES can’t go back and charge less for booth space. They need to start looking at different venues to make it cheaper. They need to hit reset button on whole thing.”

Companies that chose to off-board this year included Rockford Fosgate, Sony, elettromedia (Hertz/Audison), Compustar, Harman and JL Audio, among others.

Connected Trends Over the past decade, the automotive presence at CES has shifted drastically from being non-existent to taking over most of North Hall. This presence has been spearheaded by the emergence of the connected car and the Internet of Things, which most (if not all) automakers have their targets set on implementing as soon as possible.

With the announcements surrounding availability of Apple CarPlay and Android Auto, both of which allow users to connect their smartphones directly to any compatible head unit, automakers and aftermarket manufacturers have made great strides to jump onboard the trend and usher in a new age of in-car tech.

One automaker to take the leap with both CarPlay and Android Auto was Hyundai, the first to offer both options in the 2015 Sonata. Once plugged in, the phone will automatically align with its applicable system, depending on the device.

Aftermarket companies like Alpine, Pioneer and Kenwood have released similar head units this year. Kenwood’s model requires the selection of one specific unit to fit the user’s phone, while Alpine has released varying models with only CarPlay, but promises that an Android Auto-compatible model is in the works.

The use of applications has different implications for each software company as Apple restricts the use of many apps for both its own reasons and to comply with emerging safety regulations. However, since the concept is so new, both companies will have to wait and see what apps will be legal to use in vehicles moving forward.

Overshadowed in the conversation by its two more mainstream counterparts, Mirrorlink has made a much smaller splash in the connected car market, but still remains relevant thanks to its much simpler approach, allowing any user to connect any phone to a compatible head unit, acting as a mirror for that phone’s interface. Apps still require certification by the Car Connectivity Consortium (CCC) in order to comply with safety standards, but the requirements as a whole are much less stringent than its competitors.

Speaking of apps, Ford announced new compatible apps to be used with the Ford SYNC AppLink interface in many Ford vehicles. Older model Ford vehicles that are not compatible with SYNC AppLink can gain compatibility with a software update.

Not to be outdone, Audi and Volkswagen would present their own visions of the future with autonomous vehicles. Audi made a splash by having an A7 Sportback drive itself over 550 miles from San Francisco to Las Vegas for the show. While an Audi representative was present in the

me-mag.com 29

To save on costs and create a more closed atmosphere, several companies chose to go off-site from CES this year, including Hertz/Audison, Sony, Rockford Fosgate and Harman, among others.

driver’s seat to comply with driving laws and to make sure all ran smoothly, the vehicle represents the company’s direction and one that other automakers have their sights on as soon as 2020.

Not to be outdone, Volkswagen presented an autonomous electric car, the e-Golf, in an outdoor parking lot presentation where the vehicle, when within a certain range, docked itself in a fake garage and began charging itself wirelessly, flashing its rear lights to signify that the charging had begun.

Aside from the automakers mentioned above, the North Hall was filled with companies showcasing their versions of both the distant and not-so-distant future of in-car tech. But according to some, having the OEMs take up so much space is both a blessing and a curse to the aftermarket.

“The OEM presence is welcome but is overshadowing the category of Mobile Electronics and the aftermarket,” said Chris Cook, president of the Mobile Electronics Group. “An automaker is not seen as traditional in the consumer electronics industry and should be treated as such to allow the aftermarket to come back to one area. Many mobile electronics manufacturers were disappointed with their inability to select a quality booth location because automakers have been given priority based on their size. This is a cause for a lot of the off-boarding and adds to the frustration.”

Aftermarket Mitosis Due to the high costs and rules associated with exhibiting at CES, several high-profile 12-volt manufacturers took their business off-site, including Rockford Fosgate, Harman and JL Audio, as mentioned above.

JL Audio presented several new products, including new tiny Class-D HX and MHX amplifiers, the new MBT-CRX Bluetooth receivers with built-in controller, and the MicroSub+, an amplified version of the company’s best selling enclosures.

30 Mobile Electronics  February - March 2015

“It’s got a ported enclosure using either one or two 8W3v3, a single 10TW1 or 12TW1 with a built-in amplifier,” said Robert Haynes, product training specialist for JL Audio. “The amplifier is a new design from Bruce MacMillan utilizing “DCD” technology (Direct Conversion Class-D). There is no physical power supply inside the amplifier like traditional amps have. Instead it uses the car’s 12-volt system as it’s power source.”

At the Hard Rock Hotel and Casino, Harman showcased its new direction in the form of its HD Audio EcoSystem, which allows hi-resolution audio files to stream from the home to the car using Wi-Fi. It also hopes to regain a strong foothold in car audio with its Infinity KAPPA amplifiers, which feature Bluetooth streaming, hands-free protocol and “Social Mode”, allowing up to three devices to sync at once.

Also at the Hard Rock was Rockford Fosgate, which introduced 12 moto-marine amplifiers, expected to ship in Q2 of 2015. This release adds to the already busy powersports category that other manufacturers are focused on.

Perhaps the biggest 12-volt trend was that of product diversification. Due to a highly competitive market for car audio in general, and the additional competition of the OEMs entering the market, manufacturers have had to get creative with their product offerings, going to places never before thought of for their category.

Audiocontrol is one of those companies, having never before released an amplifier, but has done so this year with its Epicenter series. The amps, which come in a 1200 and 600 watt range, feature internal digital restoration and processing, something never done before with an amplifier.

The company may have been forced into the category to remain competitive given the many companies that are either planning or have launched their own DSPs (Digital Signal Processors) this year in attempts to diversify product offerings.

Those companies include JL Audio (in the planning stage), Kicker, JBL, Mosconi (in the planning stage) and Helix (adding a second model). In total, there are at

least 16 companies either planning, releasing, or adding to existing lines.

Car Talk To bring the latest conversations in the business from behind closed doors to center stage, trade shows often gather groups of experts to discuss the latest trends in front of an audience of their peers. This year was no exception as several panel discussions and presentations regarding the connected future were delivered throughout the event.

One such event was the Connected2Car panel, which featured eight panelists from all walks of the automotive and software technology landscape, including Danny Shapiro, senior director, automotive, from NVIDIA, Steve Schwinke, director advanced development and concepts for General Motors, and Chris Cook, president of the Mobile Electronics Group, who was the only representative of the aftermarket on the panel.

Many of the panelists gave presentations explaining the latest products or technologies related to the connected car, how each will impact the market, or providing statistics on what consumers will want in a connected car (Thilo Koslowski, vice president and automotive practice leader, Gartner, Inc.). But they were not as focused on the problems associated with the current market or solutions in how to address them.

“The aftermarket is still not considered when the vehicle is being designed.

The consumer is left to find their own solution without assistance from the automaker. And the solutions many times that we develop in the aftermarket have issues related to the lack of information provided by the automakers for integration,” Cook said during his presentation.

“Closed-system data buses that are only open to [automakers] and proprietary elements make it very hard for the aftermarket to develop and integrate products.

So the consumer, while they’re getting what they want, they’re still not getting the brand experience.”

Cook went on to provide examples of vehicles that were said at one time to be the future of in-car tech, but lacked the ability to be upgraded in almost

every way that the aftermarket is used to upgrade vehicles.

The role of the aftermarket in upgrading vehicles, given that the majority of vehicles on the road today are getting older (most vehicles on the road today are around 11-years-old on average), is even more critical in helping automakers to maintain their brand image to consumers.

Cooperative Prosperity Given the competitive nature of the automotive industry as a whole, the importance of CES is arguable higher than its ever been considering how the industry rests on the precipice of innovation for connected technology. What could prevent both the aftermarket and OEMs from maximizing the effectiveness of this technology is a lack of cooperation with one another to best serve the consumer.

“The automaker’s technology is better today than it’s ever been but still can become outdated and not usable,” said Cook. “The solution is for automakers and aftermarket providers to develop productive relationships to lead toward solutions.”

As a growing medium for showcasing the latest products and trends, CES still leads the charge by the numbers, but may also be pushing many major 12-volt players out of its showcase due to an increased automaker presence, high prices, and strict rules for exhibitors. However, by opinion, many dealers still find the show a must-attend event to help keep an eye on the latest technology trends and products.

“I get KnowledegFest and CES, but I don’t get SEMA. From what I’ve heard, dealers like SEMA and KnowledgeFest the most,” said Kranitz. “I used to build one to five cars every year for SEMA. But I don’t want to look at turbo and lights and gauges. I’m about car audio. Going to CES as a business owner, there’s a lot more to do while I’m there.” ✪

12-volt retailers Greg Fuchs and Chris Egge from Cartunz in Williston, N.D. were in attendance representing the aftermarket.

me-mag.com 31

FRESH INNOVATIONS:

New Products From Las Vegas This year has gotten off to a hot start with some key innovations that you’ll need to keep your shop in on the latest trends. Here are some of those products featured at both the International CES and around the rest of Sin City.

AAMP of America Product Categories: Safety and convenience Featured Products: For its Intraphex brand, the company is launching a blind-spot interface for 2014-and-up GM infotainment systems, which allows the ability to add back-up camera and make those with back-up cameras smarter. The system can be synced to left and right cameras, with blind spots shown on the infotainment system as soon as either turn signal is used. There is also an option to include a feed for a front-mounted camera.

The PAC brand is launching its latest BCI (back-up camera interface). The device provides back-up camera input and nav-unlock features and will be updated for older models later this year.

Trending: Thanks to the overall decline in car audio popularity over the last decade and a growing need for more safety products, retailers have been moving in that direction. This is the course AAMP of America is taking with all of their brands, not to mention the safety product displays it is rolling out to help retailers bring more awareness to the category.

Alpine Product Categories: AV head units, head units, Bluetooth, amplifiers, speakers, subwoofers, marine, rear seat

Accele Product Categories: LCD monitors, headrest LCD monitors, in-dash units, visor monitors, accessories, linear actuators, roof mounts Featured Products: The company has released its HDMI 7-inch LCD monitor, which includes a 800x480 resolution, HDMI and video inputs and built-in audio speakers.

Trending: Given the OEM’s goal of entering as many categories as needed to please customers, Accele will have the challenge of staying one step ahead of both the OEMs and other aftermarket brands. But if the past is any indication, the company should manage just fine, especially if it stays on top of collision avoidance technology.

entertainment, drive assist, accessories, headphones Featured Products: New for 2015, Alpine showcased its PSS-21GM Direct Fit line of speakers, with its Direct Fit subwoofer taking center stage. The line is meant to be used in 2007 to 2013 GM trucks as a packaged sound system that is easy to install and a perfect fit for the vehicle. The sub is

32 Mobile Electronics  February - March 2015

designed in an unconventional style that allows the truck’s external air vent to tune it.

Trending: Based on this recent release and its other truck-based products, like the 9-inch Apple CarPlay-enabled head unit (Alpine X009-GM and X009U), expect to see more, considering the popularity of large trucks in the U.S.

Arc Audio Product Categories: Amplifiers, speakers, subwoofers, processors, OEM interfaces, accessories Featured Products: Continuing on its path toward high-quality amps and speakers, Arc showcased its XDi amplifier line. The line utilizes Full Range Class D architecture designed to lower heat output and current draw. Its small size aids installation in tighter spaces.

Trending: Based on recent offerings, the company looks to be pursuing powersports solutions, mainly the motorcycle market due to custom kits dedicated to that market.

Audiocontrol Product Categories: Audio processors, factory system upgrades, bass restoration, power amplifiers Featured Products: New for 2015, the company has ventured into the power amplifier market with the Epicenter series, including tow models, the 1200 and 600. Both are Class D monoblock amps with high power and include an exclusive feature: internal digital restoration and processing. Normally, another device is needed for this feature. The device also includes the company’s GTO signal sensing turn-on without the need for a turn-on lead.

Trending: With its latest move, the company looks to have found a way in to an already crowded market. Amplifiers are sold by the majority of 12-volt companies, but with its additional features, this could be the start of something great from Audiocontrol.

Cerwin Vega Product Categories: Powered speakers, passive speakers, amplifiers, subwoofers, marine, powersports, Bluetooth Featured Products: The company presented its RPM series of Bluetooth-enabled amplifiers, designed with a port to plug in a controller module to eliminate the need for a head unit. All amps in the line are Class D, support up to five channels and have conformal coated PCB boardsensures to ensure protection against various environmental conditions.

Trending: When the company was sold in 2012, it was clear to the owners that change needed to occur to restore the company to its past glory. This is their attempt to push the brand back on track.

By focusing on diversification and products that are multipurpose, the company is hedging its bets on what clients want out of car, marine and powersports audio products.

Crux Product Categories: OEM integration, Bluetooth, external cameras, multimedia integration, Wi-Fi connectivity Featured Products: Continuing with its integration focus, the company has updated its Sightline rear-view camera integration for factory displays with the RVCPR-66 for select Porsche vehicles. Some upcoming products include multi-media and RVC integration for factory radios that will include three AV inputs, one RVC input and GPS integration.

Trending: With the popularity of safety and convenience products on the rise, Crux will fit neatly into the category with its modern solutions, including Bluetooth integration, video in motion and back-up camera integration.

me-mag.com   33

SPRING TRAINING April 11-13 - Indianapolis

Indiana Convention Center

Come to Indy To Get Ready For Selling Season!

55, 000 Square Feet of Exhibits | 30 Educational Sessions | Vendor Training

PLUS: Network With Your Peers in a Professionals-Only Venue!

For more information, go to KnowledgeFest.org

KnowledgeFest Spring Training Show Schedule Friday, April 10 Exhibitor Registration ..........................................................................................................................8:00 A.M. - 5:00 P.M. Saturday, April 11 Registration ...............................................................................................................................................8:00 A.M. - 5:00 P.M. Education Tracks ..................................................................................................................................8:00 A.M. - 12:30 P.M. Mobile Electronics Show .................................................................................................................. 12:00 P.M. - 5:00 P.M. Manufacturer Spring Training .............................................................................................................5:15 P.M. - 7:15 P.M. Town Hall Meeting .................................................................................................................................7:30 P.M. - 9:00 P.M. Sunday, April 12 Registration ..............................................................................................................................................8:00 A.M. - 5:00 P.M. Education Tracks ..................................................................................................................................8:00 A.M. - 12:30 P.M. Mobile Electronics Show .................................................................................................................. 12:00 P.M. - 5:00 P.M. Manufacturer Spring Training..............................................................................................................5:15 P.M. - 7:15 P.M. Retailer Owners Roundtable ...........................................................................................................7:30 P.M. - 10:30 P.M. Monday, April 13 Registration ..............................................................................................................................................7:30 A.M. - 12:00 P.M. Education Tracks...................................................................................................................................8:00 A.M. - 12:30 P.M. Mobile Electronics Show ................................................................................................................. 12:00 P.M. - 3:00 P.M.

Diamond Sponsors:

Platinum Sponsors:

Directed

Dual

Product Categories: Remote start, vehicle security, OEM integration Featured Products: The company has released its latest update to the Viper SmartStart app, its popular remote start product, to show all statuses on the top bar, where it used to require a separate step. There is a status tab update that improves the appearance of the status section as well.

For installers, the company showed its XKloader3 Android compatibility. The app functionality works with tablet or phone and Apple compatibility is already on the market.

Trending: The company will likely continue its focus of integrating smart devices to both consumers and installers to help speed up installs to sell more product.

Product Categories: In-dash receivers, rear seat entertainment, amplifiers, speakers, subwoofers, marine audio, combo packages, accessories Featured Products: On display at the show was the company’s DV695MB double-DIN DVD multimedia receiver with 6.2-inch LCD, Bluetooth and 2-way DualMirror. Also out in full-force was the Axxera line, featuring the latest head units, amps and speakers for modern applications.

Trending: Much more will be focused toward the marine market in the future. The company also offers head unit and speaker packages that other companies don’t offer, causing it to stand out to customers looking for packaged options.

Escort Product Categories: Radar and laser detectors, accessories Featured Products: The Passport and Passport Max2 radar detectors feature built-in Bluetooth technology, Digital Signal Processing (DSP) and a multi-color OLED display.

Trending: Keeping with the popularity of their products and adding modern upgrades, the company looks to remain a strong seller of radar and laser detectors in the near future.

JVC Mobile

36 Mobile Electronics  February - March 2015

Kenwood Product Categories: AV head units, head units, navigation, Bluetooth, multimedia, subwoofers, speakers, amplifiers, accessories Featured Products: Kenwood has introduced a successor to its DNN991HD connected receiver, which now includes updated mapping software by Garmin, parking guides for a connected rear-view camera and better source multitasking. Another featured item



Product Categories: Head units, navigation, multimedia, Bluetooth, amplifiers, subwoofers Featured Products: In an effort to help drivers of older model vehicles get outfitted with the latest technology, the company has released the new KD-R960BTS CD receiver. The device is equipped with Bluetooth, satellite radio, input jacks for portable devices and direct USB connections for iPhone or memory stick integration. The device represents an affordable solution for those who wish to upgrade to a single-DIN head unit with all the modern bells and whistles. MSRP is $139.95 and fits most older vehicles, connecting to existing factory fixtures or using a third-party installation kit.

Trending: Being that the company is part of Kenwood, the biggest innovations in the head unit and connected car category will likely come from that company. But that doesn’t mean there isn’t room for alternative categories to get overhauls with JVC, especially given the current trends toward product diversification and the popular marine and powersports markets, which the company is also a part of.

Kicker

Memphis Car Audio

Product Categories: Subwoofers, amplifiers, mids and tweeters, powered subs, loaded enclosures, signal processors, accessories, vehicle-specific solutions Featured Products: Calling it the company’s most spectacular 12-volt launch in more than a decade, Kicker has released the Q-Class line of luxury subs, speakers, components and amplifiers. The line replaces the company’s IX line, which was discontinued last year. Aside from promising better sound quality and performance, the company announced that the Q-Class line would only be available through select dealers, not online. This choice was made to send a message to dealers that Kicker is a dedicated partner for independent retailers who sometimes struggle to compete with online sellers.

Additionally, pricing was adjusted for KX and marine amplifiers, providing dealers with 40-point margins for each.

Trending: With its renewed focus toward dealer satisfaction, Kicker may be a force in the near future. High-end car audio requires the right combination of pieces to be fully effective. Without the added pressure of online sales, retailers are able to stay focused on the customer experience and allow the product to speak for itself. The company has also created its own line of marine displays that it hopes dealers will use to increase sales of marine products.

Product Categories: Speakers, amplifiers, subwoofers, bass packages, signal processors Featured Products: Marking the event with its 50th anniversary, the company released its new M-Class line which features its flagship 5-channel amplifier, designed to run the whole system. It is also pushing its PRX line of subwoofers and amplifiers, which are geared toward booming bass and high output at affordable rates.

Trending: Always a friend to the audiophile, Memphis is continually seeking to enhance the in-vehicle listening experience. Fans of their products can likely expect expansions on current lines and a push toward the marine and powersports markets.

Massive Audio Product Categories: Subwoofers, speakers, amplifiers, accessories Featured Products: For the second year in a row, the company presented its full-sized Dr. Who Assault Dalek, which is outfitted with mids around its body. The full-sized version is meant to represent the smaller, Bluetooth version, which is around 7.5 inches tall with a battery life of 10 hours.

Trending: Using the Dr. Who deal to turn heads has helped the company gain popularity and if it plays its cards right, the newer subwoofer product lines will sell themselves.

was the DDX9902S head unit, which comes with Apple CarPlay or Android Auto, depending on what the driver wants. The company also released a new compact Bluetooth 4-channel digital amplifier for multiple applications, including powersports and marine.

Trending: Based on the popularity of its Excelon line and the advancement of connected car technology, more app-enabled head units are likely on the way. The question is, what additional technology will be packed into the devices that isn’t already there?

Metra Product Categories: Install kits, OEM integration, harnesses, aftermarket antennas, Installer Institute training videos Featured Products: The new BASIX line from the company’s Axxess brand is designed to be an all-in-one solution for OEM integration. The device is available for vehicle-specific models, including various model years of Chrysler, Ford, GM, Mercedes and Lexus/Toyota. The design is intended to retain all electronic functionality from the stock head unit and integrate seamlessly with any aftermarket head unit. RAP (retained accessory power), steering wheel control retention, navigation outputs on some vehicles and warning chimes on GM vehicles are some of the features retained with the interface.

Trending: As an OEM integration brand, Axxess is in a prime position to maintain a foothold in the aftermarket as long as it can stay up on the latest technology trends happening in both aftermarket products and new vehicles. One such market is safety and convenience, such as the brand’s line of license plate cameras.

me-mag.com 37

Mito Corporation Product Categories: OEM-integrated rear-view mirrors and accessories Featured Products: The new MITO 8 series mirror features Version 5 of Homelink, which utilizes garage door open/close status via two-way communication. The mirrors also feature a directional compass and auto-dimming.

Trending: With the Internet of Things and connected home concepts being pushed by most electronics companies, the Homelink concept should boost profits for the company in the long run.

Mobile Electronics Group Product Categories: Marketing, website building, industry trainings, shipping solutions, extended service plans Featured Products: The company displayed a variety of offerings at this year’s show, including its partnership with technical services company Plumchoice, which will provide what it calls Connected Lifestyle Services. Retailers will have the ability to deliver on the promise of connected devices, including connected home lifestyle options. The services will include technical support for the full customer lifecycle, enabling sales, installation and onboarding. There were also a number of training seminars at the booth by notable 12-volt training gurus Bryan Schmitt of Mobile Solutions, Marcel Newell of AvidWorx and Jason Kranitz of Benchmark Trainings.

Trending: Given the recent acquisition of In Car Experts and the merging of all companies under the Mobile Electronics Group brand, the company intends to continue its servicing solutions for the industry, likely gearing up for more of a focus toward the Internet of Things and connected lifestyle solutions.

38 Mobile Electronics  February - March 2015

MTX Audio Product Categories: Amplifiers, subwoofers, speakers, powersports, marine, vehicle-specific enclosures, headphones Featured Products: Focused on diversifying its marine and powersports offerings, the company has released a line of Bluetooth overhead audio systems, called the MUD line. With various options of soundbars, perhaps the most notable item is the MUDBTRC Bluetooth remote control, which replaces the need for a head unit and includes three mounting options—surface, flush or clamp. The design is weather-proof, has five front panel touch controls and works with most smartphones and tablets.

Trending: With its foothold in the powersports and marine categories, the company is looking to capitalize on the popularity of its current products by adding Bluetooth controls and sidestepping the need for head units. The trend looks to be successful given the popularity with other brands.

Panavise Product Categories: Custom dash mounts, mobile electronics mounts, smartphone mounts, smartphone accessories, action camera mounts, security camera mounts, AV mounts Featured Products: The latest product from the company is the PortaGrip with premium windshield mount. The mount uses a windshield suction cup to hold any mobile phone in place. MSRP is $49.99 for the 15508 model and $29.99 for the smaller 15504 model.

Trending: As long as phone mounts don’t go out of style and the necessity is still there in coming years, the company should continue to be profitable. With smartphone-enabled head units all the craze at the moment, there is still a viable need for the mounts.

Pioneer

Scosche

Product Categories: AV head units, head units, navigation, Bluetooth, multimedia, subwoofers, speakers, amplifiers, accessories Featured Products: Being the first to market with Apple CarPlay last summer, Pioneer is pressing forward with its head unit NEX receiver line, which offers a variety of price options from the $700 AVH-4000NEX to the $1,400 AVIC-8100NEX, which is the flagship model. The 8100NEX is compatible with CarPlay, Android Auto and MirrorLink, all-in-one.

Trending: As one of the top manufacturers in 12-volt, Pioneer shows no sign of slowing down with its latest push toward the connected car. Look for more innovations in that direction as well as hints involving autonomous driving.

Product Categories: Product Categories: Installation kits, stereo harnesses, interfaces, USB-aux integration, antennas and adapters, speaker harnesses and adapters, audio electronics, installation accessories Featured Products: Motorcycles have gained focus for the company as it launched two new products for the category with the Harley-Davidson HDWS1B radio cover for protection from the elements and an expansion of the EFX Sound System Hardware line with new motorcycle amp power kits.

Trending: With the exception of new vehicle installation kits, the company is veering more toward motorcycles, which could prove effective given the limited focus on the category.

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me-mag.com   39

Soundstream Product Categories: head units, navigation, amplifiers, speakers, subwoofers Featured Products: After the success of the company’s Stealth amplifiers, Soundstream took it a step further with a line that features Bluetooth and a switch that allows control without the need for a head unit. One central amp with Bluetooth can be used to power other non-Bluetooth amps to form a daisy chain. The amps are small enough to hide under the dash of any vehicle.

Trending: As part of the compact amplifier trend, the company looks to make the most of diversification by creating products that work across all styles of vehicles and showcase both power and versatility. Look for more app-enabled head units from Soundstream as well, such as the VR-64H2B double-DIN multimedia receiver, compatible with Android-enabled devices.

VOXX Electronics Corporation Product Categories: Back-up cameras and monitors, remote start and security, databus interfacing, headrest monitors, telematics, parking sensors, tablet docking solutions Featured Products: The company debuted a slew of new products at CES this year, with one that creates a new category of in-car electronics. Baby On Board is a child safety sensor that goes under any child seat in the vehicle. It is able to send a beep alert to a key fob that the driver carries when the driver reaches a certain distance from the vehicle. The device was created in response to the trend of children dying due to being left in hot cars. It will be available this summer for $59.95.

Trending: If it continues to innovate in the safety products category, the company will grow in new ways to help usher in a trend.

At this point, it is only a matter of sales figures for the product.

OFF-SITE PRODUCTS Compustar Product Categories: Remote starters, app-controlled remote start and security, security systems, dash cameras Featured Products: Last August, the company introduced its Compustar Dash HD camera. The device is a DVR camera with a 3.5-inch LCD that can be mounted inside the car above the rear-view mirror, with an additional camera that mounts above the rear windshield. The devices give the driver an HD video feed that covers 240 degrees of viewing of the front and back of the vehicle.

Trending: Arguably selling the top remote start line on the market, Compustar is venturing into the safety security category due to the recent media trends of police brutality and the growing need for a safer driving experience.

Harmon Kardon, AKG), the products on display were plentiful, but only a handful convey company direction. The Infinity KAPPA amps feature Bluetooth streaming, Bluetooth hands-free protocol and a mode called “Social Mode” which allows up to three devices to sync at once with the amp to control what music is playing. Additionally, as a solution for the anti-digital music trend, the company created Clarifi, which maximizes bit rate output from compressed digital music files. The KAPPA amps will be the first to feature Clarifi on board.

Trending: Looking to provide modern aftermarket solutions for customers with older model cars, the intent behind Infinity’s new products seems like one of the best strategies for people who want to modernize their vehicles. This could be the next big thing.

Mobile Solutions JL Audio

Harman Product Categories: Speakers, amplifiers, subwoofers Featured Products: Given the number of brands the company owns (JBL, Infinity,

including amps, subs and speakers. One notable product displayed was the amplified MicroSub+ enclosure, which uses Direct Conversion Class-D technology (DCD) to supply power using the car’s 12-volt system as its power source.

On the marine side, JL has released its MBT-CRX and MBT-RX Bluetooth receivers. The former has a built-in controller, ideal for consumers who want to hide the audio source and still have full control.

Trending: The Bluetooth option for marine puts the company in that market with several other manufacturers, but the diversification of products with the enclosure and several amps the company has released, give them a strong footing with solid products across the board.

Product Categories: Amplifiers, speakers, subwoofers, enclosures, marine, powersports, Bluetooth Featured Products: The company showcased products in multiple categories,

40 Mobile Electronics  February - March 2015

Product Categories: Installation training, fabrication templates, Rabbet bits, foam enhancer kits, router accessories, table saw accessories, specialty install tools, metal fabrication, plastic fabrication,

adhesives, upholstery suppliers, sanding products Featured Products: The company showcased several new products, starting with the Smart Rabbet Bit Tray. The tray includes four different bits of different sizes, designed for carpet, vinyl, and combinations of the two. A new adhesive was also released, with Black Magic, an adhesive with bits of rubber in it to help bond rubber to both similar and dissimilar materials.

Trending: The company is showing no signs of slowing, with new products emerging regularly and the continued popularity of the trainings on a global level.

Rockford Fosgate Product Categories: Source units, speakers, subwoofers, amplifiers, marine, powersports, smartphone/car battery chargers, Bluetooth Featured Products: The company is releasing a slew of new products, including 12 moto-marine amplifiers. There will be nine larger Punch models and three small Power models. Also announced are the T2 Power subwoofers, which feature a 4-inch voice coil, 1- and 2-ohm optimized impedance and between 2000 and 2500 watts of RMS power.

Trending: Rockford has never been a stranger to power-house audio products and this year is no exception. Should it go as planned, the company will continue to be a force in both traditional car audio and the marine/powersports categories.

Sony Product Categories: Car stereo receivers, speakers, amplifiers, marine audio Featured Products: The company introduced the new MEX-XB100BT, which claims three times the amplifier power found in most car radios. It features 40-watt RMS power and is meant to eliminate the need for a subwoofer and amplifier.

It also featured an in-dash hi-resolution car audio deck said to produce music above 22kHZ. Trending: Considering the stiff competition in its main categories, Sony needed to do something to set itself apart, which it may have accomplished with these two products. 

me-mag.com 41

 business feature

Integrated Marketing

WORDS BY JEANNETTE HOWE

Jeannette Howe of Revenew paints a picture for retailers on how E-mail, Facebook, and the other wonders of TSS Integration can work for them.

N

early every business in the 12-volt industry has a pointof-sale, or POS, system. Not only that, but most businesses know their POS systems up-close and personally, which makes sense, considering the POS system houses information critical to running a business.

Everyone knows the POS provides data about transactions, payroll, and inventory, but what’s less known is how many marketing benefits the POS system can offer. Revenew and the Mobile Electronics group have partnered to create a plugin for the TSS point-of-sale system intended to take the capabilities of the POS and marketing to the next level.

TSS integration with Revenew allows users to access, launch, and manage their available marketing campaigns all from the same place: the POS they already know and use every day. The email collection functionality in the TSS point-of-sale system offers the ability to capture and grow customer lists organically, turning casual customers into raving fans.

Additionally, the Revenew platform can sync customer lists stored in the POS to

42 Mobile Electronics  February - March 2015

the business’s Revenew account so new solutions can be marketed to customers immediately, and the status of campaigns can be monitored to measure their success.

What does this mean for marketing efforts? The Revenew platform on the TSS point-of-sale can not only make launching and managing campaigns easier, but can maximize other marketing elements, like email and Facebook.

In looking at the some of the best practices for email and Facebook marketing, it’s apparent how TSS integration can be used to make the most out of them. First and foremost, turn on Revenew integration in the POS system.

To enable TSS integration, click the App Settings button. Enter credentials for the point-of-sale system, and then click the Integration tab. Enter Revenew credentials. Now it is time to begin launching and managing campaigns.

If you do not have a Revenew account, you can create one in minutes, straight from your POS. Just click the Revenew logo at the top of your screen, fill in your information, and you’re registered with

Users can get set up with integrating different software into the whole, including Quickbooks and credit card processing, among other options.

Customer emails can be added into the system, to integrate for ease of email marketing.

Revenew has added a campaign specifically to promote KICKER’s various product lines. Retailers can use a pre-made campaign to appeal to any number of clients.

Revenew without even opening a web browser. If you prefer old-school communication, contact Revenew to create your Revenew account.

Email Marketing Most people check email constantly, or at least several times a day. Chances are good that customers do, too. In fact, over 91 percent of them check their email daily, and 74 percent actually prefer to receive marketing messages via email (Hubspot). As technology has evolved and more and more people have switched to smartphones and tablets, email can be checked at any time of the day, no desktop needed.

When it comes to business, this means that email marketing can be one of the biggest opportunities to reach out to and engage with customers, even when they’re not in the store. In fact, it’s too big of an opportunity to let go to waste, since customers who make purchases based on email marketing messages spend 138 percent more on products than customers who don’t (Convince and Convert). That’s a lot of revenue (pun intended) to miss out on.

In addition to being quick and easy, email marketing helps to improve overall marketing efforts. Sending emails adds another component to the integrated marketing platform, increasing the visibility of the business and making advertisements more impactful and memorable. The messages used in any given marketing element (flyers, social media, etc.) can be integrated into email marketing. This creates a way to reach more customers, or to reach the same customers from multiple angles, keeping your business top-of-mind, or the first brand the customer thinks of when they decide to buy a product or service.

In this way, email marketing caters to both new and old customers. Sending messages to current customers is a great way to build on this top-of-mindedness, as well as increase brand loyalty and reputation.

Sending emails to new customers, especially discounts or coupons inviting them to come back into your store, can generate these same feelings of loyalty. This helps turn new clients into repeat, or even lifelong, customers and fans.

me-mag.com 43

Members are required to provide login information when setting up with TSS.

Campaign performance metrics are tracked by TSS and can be reviewed at any time.

The most important part of email marketing is continually building an email list.

Adding a sign-up form to the business’s website encourages customers to start receiving emails, and email addresses can be collected from customers during the checkout process. TSS point-of-sale systems include an email functionality feature that requires the email address field to be filled before the transaction can be completed. Businesses are able to grow email lists quickly and efficiently, and collect qualified email addresses from the people who have actually set foot in the store and made a purchase.

To turn on email functionality, click on the App Settings Icon. Next, click on the Invoicing tab and check the box to force the email field. From now on, email addresses will have to be collected and entered into the email address field to complete an invoice or transaction. To go back and view the list of email addresses, click on the Reports Tab, then Customers Folders, then Customer Email List. Apply a date range to view email addresses collected between two specified dates, or leave the filter at the bottom blank to view every email address collected since the installation of the TSS system.

44 Mobile Electronics  February - March 2015

Be sure to send emails with engaging information and clear calls-to-action to encourage customers to visit the store or make a purchase. Don’t just send emails to announce a huge sale or to offer special discounts. Promotional emails, while exciting and likely to bring in customers, don’t help to build brand loyalty that makes customers come back. Customers are raving fans, and they want to hear from your brand. Keep them interested by sending different kinds of emails, not just promotions. Sending informational emails, like newsletters or new product releases, can get customers excited about new items, and help portray a business as an industry leader and a trustworthy source of information. Products in the 12-volt industry can be expensive, which means customers tend to do a lot of research before making a purchase. By keeping customers engaged with your brand, your business will be top-of-mind when they’re ready to buy.

Where does TSS integration tie into email marketing? Activating the Revenew integration plugin allows users to sync the email addresses collected from customers to the Revenew account. A ready-made list is created and emails can be sent immediately, straight from your machine.

Even with a personal communication tool like email, people are on the go constantly in today’s fast-paced digital world.

That makes other online tools that much more important. And nothing captures the essence of on-the-go digital marketing like social media.

Facebook Marketing Facebook. Almost everyone knows what it is, has a profile, or has at least heard of it. While it is associated many times with college students and the infamous “selfie” craze, Facebook isn’t just for sharing photos or connecting with friends. While business owners may not expect it, Facebook can actually be a huge, viable channel for advertising and building an online presentation.

Facebook has created a unique online space where people and businesses alike can make personal profiles filled with information about themselves, including

Marketing from TSS

Quickly and easily run marketing campaigns from your POS

Update TSS 1

Go to Help

2

Click on Check for Updates

3

TSS will restart

Revenew Password

Run Marketing Programs

1

Click on App Settings

2

Click on Integration

3

Insert Revenew User Name and Password

Mix interesting articles, photos of new product arrivals, and friendly reminders to drop into the store with statuses about sales or promotions.

Taking this approach adds a personal feel, which can function as advertising in unexpected ways. Creating this kind of friendly, consistent presence can make a brand appear trustworthy, and posting statuses frequently (three to five times per week) can help keep a business top-ofmind to customers, simply by reminding them that you’re there and ready to help. The average time spent per Facebook visit is 20 minutes, in which time users will see status updates from friends, family members and other brands (Zephoria). This means that you may have a small amount of time to capture your customers’ attention; do so by posting statuses that are interesting, unique and valuable to your customers.

Big Picture

1

Click on Revenew

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Run Campaigns... Fast and Funded campaigns are FREE!

For standard, large-scale advertising, say for an event or big sale, Facebook can still be an excellent tool to get the message out. Facebook offers paid promotion services, or advertising tools that display ads to a specified number of Measure Success and Track Sales people for a price. These advertisements, called prospect Receive campaign metrics and leads to grow your business • Results for every campaign run targeting ads, display to users other than just followers, • Measure what works and start marketing to increase sales giving the ad more exposure.

Here’s where Revenew TSS integration comes in: Like Facebook, Revenew also offers prospecting ads. However, 877-794-8556 Revenew ads are launched to users geographically located near your business and with interests that match your photos and updates about what they’re doing or how they’re feeling. products and services, meaning that your ads will display In this way, Facebook has allowed businesses and brands to create a to the most qualified Facebook users. With TSS integration, human-like presence on the Internet. Given the amount of constant, take advantage of the benefits of Revenew Facebook ads by impersonal ads we’re exposed to everyday, this approachable, personal accessing, launching and managing Facebook advertising presence can go a long way with customers, helping to build brand campaigns straight from the POS. The TSS integration capaloyalty and generate leads. bilities don’t just end there; email addresses that sync from It’s not enough to just have an account to reap the benefits of Face- your POS to your Revenew account can be used to display book, however. The business profile must be consistently managed advertisements to customers when they’re logged into their and updated to take advantage of all of the brand-building and adver- Facebook accounts. That way, your ads target Facebook tising potential that Facebook has to offer. First things first, fill out users who are already your customers, keeping your busiyour profile with information about your business, including location, ness top-of-mind. hours, website URL, and photos of the store and products.

The TSS point-of-sale system isn’t just for in-store operNext, build up followers, or people who “follow” the information ations anymore. With Revenew integration, your POS can shared and updated on Facebook. Since the business’s information become a fully-functional marketing machine, equipped will display only to people who follow or “like” the page, it’s importwith all of the capabilities needed to access, launch, ant to make sure the audience is as large as possible. Invite people manage, and measure the successes of a business’s marketto like the page or add a sign to the physical storefront encouraging ing campaigns. people to like the business’s official page.

Keeping track of the latest technological trends in marFinally, keep your profile relevant and visible to followers by keting can allow you to maximize your efficiency in the posting status updates. Status updates can be about anything, from business tools you use to enhance your business. Do yourupcoming sales to links to articles about 2015’s top car models. No self a favor and synergize your tools to maximize your matter what content is posted, make sure it is relevant and fits the shop’s potential.  brand. That is, make sure customers will find interesting enough to read, click on, or even share on their own pages. Remember that Facebook offers the flexibility to be human. Statuses don’t have to always be about promoting a sale or trying to sell your customers something.

GET IT ON

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DOWN TO

A SCIENCE In providing a focus on customer education and the technical side of 12-volt, Top 50 Retailer Soundscape Car Audio shows off its smarts on several levels.

WORDS BY TED GOSLIN PHOTOS BY BRANDON LAJOIE

46 Mobile Electronics  February - March 2015

K

nowledge, as they say, is power.

The more a person educates oneself, the more power they have when a big decision comes along. Take car audio, for instance.

A customer wants to upgrade their car audio from the stock, generic set-up in their new or used car and decides to do some research. After looking online for a few minutes, they think they know what they want based on what their friends have told them over the years and what they may have read in the latest issue of [insert name of popular automotive magazine here].

Once they reach a store, however, the truth hits them like a semi-truck: they don’t know squat about car audio. Considering the amount of knowledge it takes to understand the inner-workings of a car’s audio system, the opportunity for

educating, and ultimately, winning over the customer, can become part of a retailer’s sales strategy. That is exactly how Top 50 Retailer, Soundscape Car Audio, turned ignorance into profit.

Located in Plano, Texas, Soundscape Car Audio was started in 2010 by Dan Ungaro and his friend and partner, Devin Lemons. The two worked as a duo for the first year until another friend, Steve Vining, joined the operation, buying in as a partner. In spring 2012, the shop moved to a new location where it resides today.

“In 2009 I was doing mobile installs for other shops like Circuit City and Car Toys and decided it was time to go out on my own. I had a friend that wanted to join up with me, so we opened the first location together,” said Ungaro. “Ever since I was a kid I wanted to own my own business.

Some other experiences in life taught me

that if you’re going to start a business, do something you know. I’d been doing car audio for nine years at that point. I really enjoy building stuff. It was a no-brainer.”

The current shop sits on a total square footage of 4,000, with 1,500 dedicated to the showroom, about 2,000 for the install bay and the rest for the office and stockroom.

Getting to a level where a retailer can have that much space at its disposal requires a disciplined sales strategy.

Technical Selling To provide the level of customer service and attention necessary to create a loyal customer base, a shop needs to figure out its strategy, which tends to be based on two main components: the shop’s style and the objective of the sale. Ungaro’s goal with Soundscape is to leave his

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clients both satisfied with their investment and educated on the system they just bought.

“We focus on the experience.

Giving clients a good demo of the product is always first on our list.

We also focus on backing up that experience by educating them as much as possible on what goes into reproducing these results,” he said. “Being that we concentrate on the higher end, we find it beneficial to press a lot of the science onto our clients. We try to educate them as much as we can about what’s happening and what’s going into the system, letting them know how knowledgeable we are in the process.

Our tactic is we’re smarter than anyone else they’re going to talk to. We try to know more about sound and electronics than they would expect. We’re not trying to sell boxes, we’re trying to sell the experience.”

In selling the experience, each potential sale is given the time it needs so that clients are educated on what their soon-to-be-purchased products can do. The store even sells t-shirts that read, “There’s no shortcuts to greatness. Soundscape: taking our damn time.”

“Typically, when a customer comes in we will greet them, ask what they came in for, and ask

what kind of sound system they want since audio is what we’re known for,” he said. “We have some menu boards on the wall with packages broken down by different types of systems we do.

We break down by price point and architecture of the system we offer. Then we have them listen to demo boards for flavor, and go look at their vehicle for a sense of what kind of custom job we might make. If they’re not sure if they will spend money today, we take them on a tour of our install bay, and by that point we know if they are going to buy or not.”

Investigation: Bravery Despite achieving its early goals of gaining high-end clientele and providing an education-based sales approach, the store would not exist without great challenges.

In early 2012, Devin sold his share of the business to Ungaro and Vining, the remaining two owners. However, in November of 2013, co-owner Steve Vining passed away due to a sudden heart attack.

“That was tough. I had to bring somebody else in to take over his role. He was doing a lot of stuff on the back end as far as the business side of it, reconfiguring and taking over and handling the

labor in the bay,” Ungaro said. “In 2000, he was my install manager. He was the one that put me through the paces as far as installing goes. I think we’ve come through in a way that would make him proud. My goal is to continue forward in that vein.”

With the shop having to pick itself up after such a tragic loss, it was forced to reconfigure roles and adapt to the change. But considering the shop concept of experimentation, this was less difficult than might be imagined.

“I’ve joked with my staff that this business is an experiment to see if doing things at this level with a set of guidelines can be profitable or not,” he said. “The difference between us and our competitors is our attention to detail, putting the custom experience above anything else and the power of doing the right thing,” Ungaro said. We set a standard and abide by it. If you don’t do it all the time, what good is the standard?”

Those standards are perhaps the biggest reason the store has held onto its small staff of four, which includes Ungaro, an installation technician, one sales consultant and a general operations person (inventory, returns, cash management).

Our tactic is we’re smarter than anyone else the client is going to talk to. We try to know more about sound and electronics than they would expect. We’re not trying to sell boxes, we’re trying to sell the experience.”

–Dan Ungaro

48 Mobile Electronics  February - March 2015

>> To promote the shop’s audio installation skills, this image of a Nissan 370Z iPad mini install was photo-shopped with a band, City and Colour (Canadian). The goal was to portray the idea of having a live music experience across the dashboard of your car.

Although the shop does not currently have a bonus system in place, Ungaro is confident that one will be feasible one day; it’s just a matter of time. “We wanted to start a bonus system last quarter but didn’t quite hit our mark.”

What it does have are dedicated employees that have been at the shop for as long as three years. The only time a person left was after seven months due to wanting a different career path.

“The biggest reason for our employee loyalty is that the employees truly believe in what we’re doing. They see the differences in us and other shops and find what we’re doing rewarding,” Ungaro said.

The shop uses the standard training strategy of shadowing, mainly if the person is new to 12-volt. If the employee has previous experience, the goal is to let them shadow for as long as needed to pick up the general procedures of the shop, then let them work alone.

“If it’s somebody who knows what they’re doing, we’ll probably go over standards and the way we do things. We’re not going to micromanage a person, but will make sure they are doing the right thing,” he said.

The store also attends various industry trainings, sending individuals to their areas of expertise. Then, they brief the rest of the team on what was learned. Past trainings included Mobile Solutions, Sonus Evol and a tuning class with installation guru Mark Eldridge.

Ungaro also stressed the importance of attending manufacturer trainings and going to KnowledgeFest, which is in close proximity to his shop. The event takes place in nearby Dallas, and is the perfect opportunity for his crew to enhance their current skills and cross-train all in one location.

Brand Engineering

>>Using a circular dispay allows the sales person to be the first thing the client sees, along with display items like those seen above.

Sometimes the simplest things are the ones that take the longest to accomplish. Case in point, a sign on the side of the road promoting a business. While some shopping centers allow renters to use pre-established pile-on signs, the center where Soundscape is located charges extra to put up a sign.

“For this property there are two pile-on signs by the freeway, but they are owned by an independent business. There are three signs available,” he said. “I’ve been trying to get one put up, but I have to do it at my own expense. It’ll pay off, though, which is why I’m going for it right now.”

Adding a sign is even more important for the continual building of the brand due to the complete lack of walk-by traffic for the shop. While the shop is near a freeway and sees around 37,000 vehicles drive by daily, there are no pedestrians.

With only four of 15 store spaces filled with active businesses,

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SOUNDSCAPE CAR AUDIO FAST FACTS WEBSITE: www.soundscapecaraudio.com

FEATURED STORE Soundscape Car Audio, 2901 North Central Expressway Suite 117 Plano, TX 75075, is a traditional retail store located near big box stores like Target and Best Buy and across from the busy Central Expressway, Highway 75, which sees around 37,000 cars per day. The retail showroom floor space has approximately 1,500 square feet, 2,000 used for the installation bay and 500 used for a stockroom and office.

EMPLOYEES Owner/Tech/Sales – Dan Ungaro Installation Technician – Daniel Greenwood Sales Consultant – Brandon LaJoie Operations/Tint – Lizzie Zoll

TOTAL NUMBER OF EMPLOYEES: 4

>> During the 2014 KnowledgeFest, Soundscape hosted an open house to the industry, welcoming some of the most noted retailers and 12-volt gurus in the industry. the shop sees between five to 10 people in the store per day.

With word-of-mouth in full effect for the shop, bringing in the majority of the business, the store does very little marketing, utilizing around three percent of the total sales as a budget. The Internet is the primary tool with the budget used to buy ads on websites that potential customers might visit.

“If they visit our website and go to Sports Center, our ad will show up on Sports Center,” he said. “We also do advertising with Yelp and occasionally Facebook. Most of our marketing is free using social media and our organic search on Google is really high. You can’t fake that, you just have to have a good website.”

Since the shop’s demographic is primarily middle-aged adults, 35 years old and up, Ungaro relies on his clients’ natural curiosity to research his store and learn why they should consider its services over other stores in the area.

“We don’t get a lot of the kids typically.

A lot of adults know what quality sounds like, have heard good audio before and give value to high quality stuff. We jokingly tell them we do car audio for adults.

It’s not obnoxious, it’s delicate and it’s clean,” Ungaro said. “If there’s one thing I could get across to any client it’s that good sound is exactly that. It doesn’t have to be advertised to the neighborhood,

50 Mobile Electronics  February - March 2015

it’s just for you. I think most people stay away from car audio shops because they think it’s all about subs in the trunk and rattling everywhere. We’ve chosen to cater to a niche. We’re not looking to be all solutions for everybody.”

Online marketing is an area of growth for the shop, admits Ungaro. An email list is used to send out newsletters on occasion, but the blasts are not frequent. Part of that reason is due to the current numbers the shop already has, but the other part is part of the overall strategy.

“We concentrate on a slow steady growth. I don’t have a get rich quick scheme in mind with this,” he said. “I think that building slow and having a solid foundation is critical to having a long-lasting business. If your business grows too fast, it’s easy to make mistakes and rest on those laurels later on, then expect the wrong things from it.”

The Installation Paradigm It’s common knowledge that a happy worker is a productive worker. The more comfortable a worker is with their environment, the better job they do, and that is reflected to the customer. The crew at Soundscape knows this and follows it by maintaining a professional look with logoed t-shirts or sweatshirts. Closed-toed shoes are required, and pants or shorts to complete the uniform.

Worth a Thousand Words

>>As part of the shop tour, potential customers are given a tour of the showroom, install bay and fabrication workshop, as seen above.

Restrooms are cleaned as needed, but receive regular compliments from customers, according to Ungaro.

Installations are performed by Ungaro and Installation Technician, Daniel Greenwood. Tasks are divided by category with most wiring, general installation and basic fabrication duties handed to Greenwood, while Ungaro handles some general installation and all extensive fabrication work. Other staff help out with basic installations as needed, thanks to cross-training. The bay includes the install area and woodshop, but plans are in place to add a metal fabrication room.

To make each experience unique for customers, the install team takes great care in the final product with every connection soldered, all amplifier gains set with an oscilloscope, harnesses wrapped with Tesa tape and all wiring secured and organized properly.

“We also have some rearview mirror hangers that have care instructions for any custom fabrication that was done, window tint care instructions and notes on professionally set gain settings that tell the owner not to alter them,” he added. “On the other side of the note is a thank you for coming in.”

All in a Life’s Work Achieving a goal is like solving a puzzle.

You start with an idea, thinking the end

result will look a certain way, much like the picture on the box. But as you open the box, you see more pieces than you know what to do with and feel overwhelmed, not knowing where to start. But once you begin making mistakes, you have the opportunity to learn, grow, and turn that box of mismatched pieces into a coherent work of art (depending on the puzzle, of course).

Since its inception, Soundscape has achieved what it set out to do—sell highend car audio and educate its clients on the products they purchase. In addition, over the last 12 months, the shop has seen a 14 percent increase in sales, which is anchored by audio systems.

“The best way to specialize is to narrow your scope and cater to a very specific group. If I wanted to compete with every other shop in the neighborhood I could just sell $50 speakers,” Ungaro said. “What I want to focus on is the part of the spectrum that a lot of the other shops stay out of: the high end.”

In October of 2013, the store instituted a set of product installation packages that contributed largely to its increase in sales. This growth was achieved despite the loss of co-owner Steve Vining. Since then, Ungaro has hired other staff and manages the store utilizing a four-step process: provide the best possible experience for the client, deliver product that speaks for itself, have pride in the

“One of the things I never used to do was take pictures of the fabrication build. I didn’t think anyone was interested. Then one of the industry guys, Joey Knapp, guilted me, said it wasn’t up to me and that I needed to take pictures and it wasn’t that hard. It turns out that the in-progress album on Facebook is one of our most viewed albums.

The intention was to lift the veil a little bit, to let people see what kind of effort goes into what we do. Sometimes I get questions on why I chose to do something one way as opposed to another. I ‘m fairly confident in what I’m doing so that’s not a problem.

Since doing it I’ve learned not to be so picky about what I put out there, particularly in social media. If you stress out about every single post, you’re going to put out a lot less marketing. Just put it out there and move on to the next post.

I used to really worry about each post I put up. You end up not doing as much as you should at that point.”

>> Co-owner Steve Vining passed away suddenly toward the end of 2013, but the shop adapted by bringing in new team members and transferring around duties.

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Lost in the Waves “One marketing venture that didn’t work for us was doing a radio ad. There was no sales goal except that I wanted people to hear it and know we existed. It was during Thanksgiving 2012.

Since it was during the holiday season, the station did a special on radio advertising, so I went for it with no plan, and it was a bust.

I think it illustrated that the shotgun blast type of advertising is not going to reach the kind of clientele we typically get. And if you’re going to do something like that, you have to do it over an extended period of time consistently, which I was not fiscally prepared to do.

Partnered By Chance “Our key vendor is Elettromedia (EM), as they make up the majority of our offerings. It began with a chance meeting with the rep who needed his demo vehicle built.

After finishing the work we both decided it would be a good partnership. We have been carrying them since 2010.

We have personal relationships with all the key people involved with EM. They have been very accessible and supportive of us even though our shop is so young.

>> After the completion of each install, a card is left for the customer which includes care instructions for the work performed and a thank you note on the back.

52 Mobile Electronics  February - March 2015

In retrospect, if I could go back I wouldn’t have done it. It was a waste of a couple thousand dollars, like $2,000 for a week of advertising. This market is so big they can charge money like that. Better to have them come to us online because of our focus.”

Our top sellers with EM are the Audison AV5.1K amplifiers and the Hertz HSK165 components. The power distribution and quality of the AV5.1k makes it a great choice for discerning listeners. The HSK165s are lively and give our clients the feeling of a live performance that measures well above their price point.

When we opened in 2010, we didn’t have a lot of sales history and were nothing at that point. The fact that they had faith in us at the very beginning, supported us and worked very well with us ever since, made us appreciate them a great deal.

The product I am most excited about for the future is the bit Play HD. I think that Audison has pushed ahead of the curve in an area that is typically left to head unit manufacturers. With vehicle manufacturers making it harder to replace head units, this kind of media server will be more and more in demand.

Over the years, EM has supported us with education, tech support and most of all, reliable product. They have treated us like family from the very beginning.”

process and results and make it repeatable.

Despite its achievements, Ungaro is confident the shop will continue to prosper as long as its identity rests on solid ground.

“I think the most important thing as far as owning a car audio shop is to define what kind of car audio shop

you want to be. For us, going narrow and deep on the high end is a good playing field.

It’s hard to cater to everybody, every price point and every service if it’s not focused like that. It’s hard to specialize if you try to do everything. My advice is to specialize in something and try to do it better than anybody else.” 

 installs

Wet & Wild SUBMITTED BY BRYAN TURVAVILLE

Auto Trim Design, Amarillo, Texas

A

fter having just picked up marine audio manufacturer Wet Sounds as a new dealer at the 2014 Mobile Electronics Show, Turvaville and his team had an opportunity right away to do a large build on a Sanger Wake boat using all Wet Sounds equipment.

The build includes two pairs of Rev 8 tower speakers with LED RGB light kits and two pairs of RBG LED 6.5-inch speakers. A 10-inch sub was used in a custom ported box and placed under the driver’s console. A Sinister 6-channel amp was used for power and a Bluetooth controller was added to the factory radio. æ

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 installs

56 Mobile Electronics  February - March 2015

Labor for Labor SUBMITTED BY MARSHALL WOODFORD

Mars Audio, Orlando, Fla. This 1992 VW Corrado SLC was brought in by Woodford’s long-time friend Sam “Picasso” Barker who handles all of Mars Audio’s custom paint and finished glass work at Car-O-Van Collision Center. The two traded labor for labor when Barker wanted to update the car with some much-needed audio upgrades.

For both front and rear stages, Soundstream equipment was used, including the Ingenix SNX-731 head unit, Reference amps (REF4.760 4-channel and REF2.640 2-channel), Reference components (REF2.640) and two sets of Tarantula speakers (SST.4.0 full-range), among others. Tsunami by METRA cables and interconnects were used throughout the vehicle with a Kinetik HC1800 Power Cell (main battery) and LEDGlow (all green lighting).

Once the vehicle was finished, Barker competed with his VW at Spring Break Nationals 2013 and took first place in his class. 

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µ guest editorial

Check Your Ego At The Door Here are five tips to start your install career off right.

U

nlike previous generations, today’s There’s nothing wrong with jokes, as long as they are worker can take a shorter path to the tasteful and directed at people you know can take top. But that doesn’t mean it’ll be easy. them.

Given today’s competitive job market, 4. Dress like a pro. Even if the boss says t-shirt there are fewer jobs for the taking. That makes the and jeans, come dressed nicely on the first day. If requirements for getting those jobs arguably more they all heckle you for it, just say it was to make a demanding than ever. After graduating high school, solid impression, then wear what they want you to the old model used to be: get an education, find a from then on. Most shops have a dress code that decent job, get married, live the American dream. requires wearing the company attire, such as a Today, it’s: get an education, go into massive debt, TED GOSLIN logoed t-shirt or hoodie. But if it’s more extensive, SENIOR EDITOR move back in with parents, pray for work and take don’t complain. Just roll with it. After all, you know on menial jobs to pay the bills and who hired you—or at least you accrued debt. should by now. Professional appearIt’s not an easy time to be a profesance and demeanor is always a vital “No matter how good you are, there’s component to customer service, sional. That’s why getting skills in a always somebody better. Learning specific trade can pay off more than which is something everyone needs a college diploma ever could. Think to be good at. That means you need the meaning of humility early on is about it. You graduate high school and one of the best things you can do for to socialize and interact with as realize there’s only one thing you ever many people as possible to gain the yourself and for your career.” wanted to do: car audio. Light bulb! much-needed mettle top installers Get educated in that field. You can are known for. That brings us to the either go to a 12-volt trade school (like final tip: Acoustic Edge in Houston, Texas) or apprentice at a local shop.

5. Be realistic about your prospects. Can you remember Once you’ve got a foot in the door somewhere, success is the last time you went out and met a complete stranger, cultijust some hard work and creativity away. But what happens if vated the relationship and earned loyalty stemming from that you’ve been hired straight out of high school or trade school? one, short interaction? If the answer is never, it’s time to put on Are you expected to know how to behave and assimilate to your shoes and make a move. The 12-volt industry, not unlike the professional lifestyle of a 12-volt tech right away? No, but most industries, relies heavily on relationships, all built on the there are some things you can do to handle the transition a foundation of common interests. little better.

One place to start building relationships is at a trade show, 1. Be humble. No matter how good you are, there’s always which the 12-volt universe has plenty of. The objective, however, somebody better. Learning the meaning of humility early on will be different for each event, as each has a different purpose. is one of the best things you can do for yourself and for your While CES is the event for EVERYTHING electronics related, career. Take it from 2014 Installer of the Year Tom Miller, posSEMA is more focused on automotive aftermarket products, in sibly the most soft-spoken, humble winner in the history of the which the 12-volt presence has diminished in recent years. The Mobile Electronics Industry Awards. Hopefully, learning that value is there but perhaps the best place to be for any mobile lesson won’t cost you your job. electronics dealer is KnowledgeFest, since it provides everything 2. Learn to be professional. Follow the rules as instructed. one needs to improve their shop. Not to mention, it’s the only That sends your employer the message that you take your craft industry event solely dedicated to 12-volt. seriously and have no reason to goof off and are eager to adhere Remember, each time we present ourselves in front of others, to their internal procedures. be it informally or formally, the approach should be no different.

3. Learn the ins and outs of shop culture. This shows your Be polite, thoughtful and humble. Be open and honest and the fellow employees that you are there for business, not horseplay. industry will respond in kind. We’re all part of the same family.

Don’t forget it. 

58 Mobile Electronics  February - March 2015

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