Mobile Electronics Magazine March 2016

February / March 2016

me-mag.com

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FIGHT … or FAIL

Competitors, Taxes & weird rules were no match for SoundsGood Auto - page 36

KFest in April

Perfect timing to get training on new, just-shipped products - page 28

Industry Awards Preview: Everything you need to get a head start – page 6

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Volume 33// Issue 2

Ad Index

12 FEATURES 12 // CES Results

As the battle for in-car tech rages on between OEMs and the aftermarket, companies are finding new ways to reach customers, including safety innovations and furthering a foothold in audio products.

28 // KnowledgeFest Spring Training Preview

® AAMP Global ....................................................... p. 51 ADS ......................................................................... p. 59 Accele Electronics........................................... p. 2,3 Alpine Electronics................................................ p. 9 Arc Audio ............................................................... p. 51 Auto Design NYC .............................................. p. 47 Diamond Audio ..................................................p. 26 DD Audio .............................................................. p. 35 First Integrated Technologies ..................... p. 31 Infinity .................................................................... p. 21 InstallerNet ......................................................... p. 57 Kenwood ................................................................. p. 7 Kicker ....................................................................... p. 11 Metra ...................................................................... p. 39 Mito ......................................................................... p. 47 Mobile Electronics ........................................... p. 23 Mobile Electronics ........................................... p. 38 Mobile Electronics ........................................... p. 43 PowerBass ........................................................... p. 19 SiriusXM ............................................................... p. 27 Scosche ................................................................ p. 33 Voxx ....................................................................... p. 60

Looking to grow its numbers from last year, KnowledgeFest Spring Training is now in its second year and will feature a variety of new elements, including added manufacturers.

32 // Retail Acid Test: Store Efficiency

This month’s business feature examines the importance of maximizing shop efficiency. Shops featured include NVS Audio and Audition Audio.

36 // Real World Retail: SoundsGood Auto

Never one to back down from a fight, Owner Keith McCumber has built a twostore brand from the will to fight off all obstacles, including local government.

44 // Behind the Scenes: CT Sounds

From unknown to raking in massive profits, CT Sounds is quickly becoming a household name in car audio thanks to its youth-oriented approach to marketing.

48 // Tech Today: Mastering Metal

Acknowledging it as one of the most difficult materials to work with, installation expert Joey Knapp tackles the subject of metal work and how anyone can master the challenging topic.

18 ARTICLES 24 Retail News/Who’s Who 54 Installs

On the Cover

While it’s already considered the largest trade show in the world, this year’s CES has now broken it’s past records with the largest number of attendees in history, breaching 170,000. 3,800 companies were onsite to show off the latest tech, but many companies, like Harman and JL Audio, chose again to showcase off-site. The reasons vary, but center on the goal of having a more controlled environment to better communicate with dealers. Only time will tell if CES can win those companies back with alternative offerings.

COVER DESIGN: ROBIN LEBEL

4 Mobile Electronics  February / March 2016

DEPARTMENTS 5 Feedback 6 Editor’s Forum 8 Stats 10 Helpful Stuff 18 On the Market: Best of CES 58 Guest Editorial

facebook.com/me-mag

 feedback

My Problem is ...

Luke Fidler asks the tough questions regarding employee stability, while Mike Rusk struggles with online competition.

“I need more technicians due to our growth.” Eddy Lamour, DSP Audio and Video, Wheaton, Md. “My competition plays bait and switch game on certain items.”

Anonymous “With really competent installers being so very hard to find it right now (and they know it), it seems like it is a hard balance to keep them happy and still maintain standards and discipline. I sometimes feel like I’m on eggshells with mine because we all know they can leave today and have a new job elsewhere tomorrow. While I try to keep an atmosphere that makes them want to stay, it’s in the back of my mind every time I have to reprimand someone whether they will just walk away. What do we do to retain our people while keeping them in line? Also, my goal for the year is to get myself re-focused on building new business and seeing more new people in the door every day. Repeat business is always great but new faces become repeat customers when you take care of them.”

Luke Fidler, Audio Expert, Clearwater, Fla. “We’re having trouble finding a solid marketing person, part-time.”

Mark Delia, Sound FX, West Warwick, R.I. “Our biggest issue is pressure from the Internet; we lose more and more sales to the Internet each year and we are doing everything we can in training, marketing, and

ADVERTISING SALES Kerry Moyer 703.598.3733 • kerrym@mobile-electronics.com ®

EDITORIAL

branding to try and turn it around but the Internet sales keep growing and taking what I estimate to be 60 percent of our sales even after the customer visits our store. For 2016, we’d like to increase business by at least 10 percent and increase margins by at least an additional 5 percent. Personally I want to feel more successful and good about myself; I think that would be achieved by increasing overall business and profits.” Mike Rusk, Mike’s Audio Inc., Baton Rouge, La. “We are having trouble reaching people to help keep floor traffic to a level that we are comfortable with.”

Ryan Goeller, Car Concepts, Salt Lake City “As usual in our industry, finding help is always a challenge.” Rick Miller, Sound On Wheels, Rock Hill, S.C. “Weaker than usual walk-in traffic flow was an issue over the last quarter.” Moe Sabourin, Soundcrafters, Dayton Beach, Fla. “We need more install training from our manufacturers.” Sondralee Orengia, Custom Audio, Erie, Pa. “Finding qualified sales and installation associates is an issue.”

Rob Rice, Car Toys Tulsa, Tulsa, Ok. “Time management is always a focus as well as getting my staff to follow through a little better.” John Schwartz, Perfectionist Auto Sound & Security, Anchorage, Alaska. 

Solomon Daniels 213.291.1528 • solomond@mobile-electronics.com Ted Goslin 800.949.6372 ext. 466 • tedg@mobile-electronics.com Creative Layout and Design: Robin LeBel Contributing Editors: Jamie Sorcher, Laura Kemmerer and Rosa Sophia.

Published by

®

Chris Cook, President 978.867.6759 • chrisc@mobile-electronics.com Kerry Moyer, VP Strategic Partnerships 703.598.3733 • kerrym@mobile-electronics.com Solomon Daniels, Dir. Media and Communications 213.291.1528 • solomond@mobile-electronics.com Richard Basler, Dir. Technology Solutions 978.645.6449 • richb@mobile-electronics.com Karin Drake, Events Manager 978.645.6478 • karindrake@mobile-electronics.com Robin Lebel, Creative Director 978.645.6456 • robinlebel@mobile-electronics.com 1)Title of publication: Mobile Electronics. 2) Publication No.: 957-170 6. 3) Date of filing: Oct. 1, 2015. 4) Frequency of issue: Monthly except FEB/MAR & APR/MAY 5) No. of issues published annually: 10. 6) Annual subscription price: $35.00. 7) Complete mailing address of known office of publication: 85 Flagship Drive, Ste F, North Andover, MA 01845. 8) Complete mailing address of the headquarters or general business offices of the publisher: 85 Flagship Drive, Ste F, North Andover, MA 01845. 9) Full names and complete mailing address of Publisher, Editor and Managing Editor: Publisher: Chris Cook, 85 Flagship Drive, Ste F, North Andover, MA 01845; Editor/Managing Editor: Solomon Daniels/Ted Goslin, 85 Flagship Drive, Ste F, North Andover, MA 01845 10) Owner. MERA, Mobile Electronics Retailers Association, 85 Flagship Drive, Ste F, North Andover, MA 01845. 11) Known bondholders, mortgages, and other security holders owning or holding 1% or more of total amounts of bonds, mortgages or other securities: None.

12) Tax Status: Not applicable. 13) Name of Publication: Mobile Electronics. 14) Issue date for circulation data below: August 2015. 6. a) Total no. copies (net press run) Average: 12,484 Single Issue; 12,826. B1) Paid/Requested mail subscriptions Average: 6834, Single Issue: 6826. B3) Paid sales through dealers, etc.; Average: 0. Single issue; c. Requested distributed by other classes of mail: Average: 531, Single issue: 520. Total paid and/or requested circulation; Average 7365. Single issue: 7346. d) Non-requested distribution by mail; Average: 4382 Single issue: 4223. Free distribution through other classes of mail: Average: 0, Single issue: 0. e) Nonrequested distribution outside the mail; Average: 325. Single issue: 750. f) Total non-requested distribution; Average 4707, Single issue: 4973. g) Total distribution; Average: 12,072. Single issue: 12,319. h) Copies not distributed; h1) Office use, leftovers; Average: 412. Single Issue; 507 j) Total; Average: 12,484. Single issue; 12,826 Percent paid and/or requested circulation; Average: 61.01%. Single issue 59.63%.

me-mag.com 5

 editor’s forum

The Industry Awards: What You Need to Know Yes, we’re getting the word out early this year.

It’s THAT exciting.

If you went to KnowledgeFest in Dallas last year, and attended the Mobile Electronics Industry Awards ceremony, you know what I’m talking about. Drama. Intrigue. Cheers. Tears. And two tuxedos. Oh, what a night.

It seemed like everyone was there, even though they obviously weren’t. And later, it seemed like everyone knew about it.

But come to find out, not everyone did.

Every year after the awards, I get a number of calls and emails from retailers and installers asking about the awards and how they can be a part of it. Well, I am using this month’s editorial to answer those questions for the newbies as well as set the stage for this year with the experienced competitors.

For those of you not familiar with the Industry Awards, it’s a 5-month process to determine the retail stores, chains and individuals who exemplify the best we have to offer in the mobile electronics industry. Those who win an award consistently demonstrate expertise and customer service practices that result in sales growth and lifelong customer loyalty.

There are also awards on the supplier side, including brands, reps, distributors and expeditors, and a special career achievement award started just last year with Dave Fishman Rivera as the first recipient.

So let’s start by answering the questions I get most.

When do the Industry Awards start?

This year, the Industry Awards officially begin April 11.

That’s the day we tell prospective nominees to start creating their video submissions to be considered for the Top 50 Retailers and Top 50 Installers.

When do they end?

We announce the winners at a special Industry Awards banquet, August 22nd during KnowledgeFest in Dallas.

What are the steps of the awards process for retailers and installers?

First, installers and retailers self-nominate by submitting videos outlining why they should be part of their respective Top 50. Judges select the Top 50 Retailers and Top 50 Installers, who then compete (procure votes) to make the cut to 12 in each category. The Top 12 Retailers and Top 12 Installers then submit in-depth materials for judging review, and the winners are selected.

Do I have to qualify?

Yes, there are basic qualifications to be considered for an award. You’ll find all the rules at meindustryawards.com.

6 Mobile Electronics  February / March 2016

Now, let’s go over some of the questions I get during the nominating process.

Why can’t I nominate somebody else?

Because each store is in the business of proving its worth every day to customers despite competition from big boxes and other industries. Every person should be able to tell us what makes them good at what they do, and why customers should do business with their store or trust their car to their care and expertise. Your best bet is to encourage that person to submit a nomination.

How long can my Top 50 video be?

We never want to put a lid on creativity, so the standing rule is “reasonably” long. Put yourself in a judge’s shoes and ask if you would watch an hour of “you.” Then you decide. But seriously, five to 10 minutes should be the maximum.

Who judges the Top 50 nominees?

Primarily it’s the editors of the magazine, though we may bring a pre-announced, unbiased person to weigh in.

What if I know of someone who is part of the Top 50 or Top 12, but doesn’t qualify?

Definitely tell us, as we don’t have the ability to visit every store to verify every claim made by nominees. However, the evidence of non-qualification will need to be pretty plain for us to take action.

In the Top 12 voting, why is the value of customer votes dependent on the number of industry votes?

There are two reasons. First, customer votes are not as verifiable as industry votes, so the chances of fraud go up dramatically if a nominee only has to submit customer votes. And second, these are Industry Awards, so we prioritize votes from your peers and partners.

Can I pay you for an award?

Nope. If you like, however, your money will go to a charity of our choice (or the cheeseburger joint of our choice) and your chances of getting an award will increase by zero percent.

Do I need to attend the Industry Awards banquet or KnowledgeFest to win?

No; however, part of being a premier retailer or installer is valuing networking opportunities and continuing education, and KnowledgeFest is the only industrywide venue that gives you both. So if you’re good enough to win, then you should be there because you want to be better.

As we get closer to opening day, I’ll send out more tips and notifications via email and through Hotwire. Be sure to bookmark me-mag.com and meindustryawards.com as these sites will carry the latest updates throughout the awards process.

Good luck! 

me-mag.com   7

e v r u C g n i n r The Lea

 stats

Why Retailers Attend KnowledgeFest?

Very Important

Important

Somewhat Important

Not Important

Educational Sessions

66%

26%

6%

2%

Vendor Exhibit / Training

51%

31%

13%

4%

Peer Networking

37%

40%

19%

4%

Did You Place An Order At The Show?

Purchased Products .............................. 60% Purchased more than $1,000 ............. 45% Added New Vendors ............................... 29% Added New Products/Categories ... 25%

Number Of Staff, Including Yourself, That Will Attend KnowledgeFest In INDIANAPOLIS? 1-2 ........................................................... 48% 3-4 .......................................................... 29% More than 4 ........................................ 24%

8 Mobile Electronics  February / March 2016

53% of Retailers

Attending Spri ng KnowledgeFe st in Indy will bring 3 or more employees.

Number of Staff, Including Yourself, That Will Attend KnowledgeFest In DALLAS? 1-2 ............................................................ 61% 3-4 .......................................................... 23% More than 4 ......................................... 17%

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me-mag.com 9

 helpful stuff

Books: ABOVE THE LINE: LESSONS IN LEADERSHIP AND LIFE FROM A CHAMPIONSHIP SEASON

BY URBAN MEYER WWW.PENGUINRANDOMHOUSE.COM/BOOKS/533149/ABOVE-THE-LINE-BY-URBAN-MEYER-WITH-WAYNECOFFEY/9781101980705/ You’ve heard the analogies of how sports and business are alike. So what better way to kick off 2016 than with a playbook on motivation and teambuilding from an elite football coach? Urban Meyer is known as a top football coach for a reason.

In just 13 years, first at Bowling Green and then at Utah, Florida, and Ohio State, he won three national championships and holds a cumulative record of 142 wins with just 26 losses. Beyond that, what is more remarkable about Meyer is his learning journey, and in this book, Above the Line, he shares his insights into leadership, how to build a team, and ways to empower people. All skills which are incredibly important in the retail, technology and sales sectors. So how did Ohio State, a college many thought did not even deserve to be in the playoffs, end up winning it all? Few may remember how it began: a bad early season loss that sent OSU out of the Top 20, season-ending injuries at the most important position on the team, and the tragic death of a teammate. The team’s resilience was no accident. Meyer shares OSU’s groundbreaking game plan—the game plan he followed every day in the Buckeyes’ historic 2014 season—for creating a culture of success that engages and inspires the people around them. A student of psychology before becoming a coach, Meyer says trust is the bedrock of great achievements and healthy relationships, and explains how to build it, step by step—whether in a team, a family, or a Fortune 500 company. Above The Line is essentially your 272-page playbook with wisdom and inspiration to help you turn setbacks into wins.

Services: HRBLOCK.COM

WWW.HRBLOCK.COM Nothing puts a chill in the winter months like the letters I-R-S. Yes, it’s that time of year again and if you decide to go it on your own, and for many small businesses that works out fine, there are resources out there to help you do your own taxes. The H & R Block franchise is one many are familiar with, but might not have considered for their tax software. The benefit of using this site is that you can e-file and get step-by-step guidance along with free, unlimited expert advice by chat. For those who need more hand holding, the company also has retail locations that you can visit if your get stuck, have questions, or want additional guidance. H&R Block supports most tax forms and guarantees that their calculations are accurate so you can rest easy that you will get back the max that you’re entitled to receive. The Premium plan includes five free federal e-files which is helpful if you have to file taxes for multiple businesses.

Software/Apps: iTunes

ITUNES.APPLE.COM/US/APP/ZCAST-LIVE.-AUDIO.-GROUPCASTING./ID1041586670?MT=8 If you’re trying to ramp up your marketing efforts this year and want to try something new, why not consider a podcast? Almost any type of business can benefit from one. Retailers can use it to share information about new products, sales or events, or just to share expertise or viewpoints about industry topics. Done right, it build brand awareness and develop a loyal following. Getting started is easy with Zcast, a free app for iOS and the Web, that simplifies the process. You don’t need audio equipment, microphones, or any real expertise. Closely working with Twitter, you download the apps, sign in, press record, and start your stream. Add other people to the conversation by entering their Twitter handles and sending an invite. One thing to note is that this is live only so you don’t get the opportunity to listen afterwards. There is also a limit of 1,000 listeners per live stream which could be an issue if you have a runaway hit on your hands.

10 Mobile Electronics  February / March 2016

Sites to See: Retail Adventures Blog

WWW.RETAILADVENTURESBLOG.COM/ Featuring insights from Rich Kizer and Georganne Bender, who are known for their intensive consumer research, this informative and engaging blog gives you a unique perspective from these speakers, authors, consumer anthropologists, and consultants to some of the world’s biggest retailers.

You’ll find everything from tips on customer service, to merchandising, and everything in between that may help you to successfully run your retail store.

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Visit us at KnowledgeFest Spring Training, April 118! me-mag.com

 ces feature

Dancing With Giants Amidst a landscape featuring the largest CES to date, aftermarket companies brought their A-game both at CES and off-site in Las Vegas to compete with the ever-growing threat of the OEMs.

BY JAMIE SORCHER

T

he glitter and glory of CES has come and gone, but there’s nothing like a look in the rearview mirror to assess the big trends and to gain some perspective.

This year’s CES was its most massive yet with a near capacity crowd of more than 170,000 attendees, 3,800 companies and, of course, the expanding venues (East, West and South Halls) with 24.7 million net square feet of exhibit space.

For someone wanting to see it all, it would require visiting 95 exhibitors each day of the show from the moment it opened until it closed.

Also new this year was the recent name change by the Consumer Electronics Association (CEA) that hosts the show to the broader title of Consumer Technology Association.

“Innovation and expansion are hallmarks of the consumer technology industry and our association—and as our industry changes, so must we,” said Gary Shapiro, president and CEO of the Consumer Technology Association. “Our membership and the consumer technology sector have grown and evolved to engage almost every major industry segment and America’s burgeoning startup economy, touching almost every part of consumers’ lives. Our new name—the

Consumer Technology Association—more accurately represents this growth and the excitement and innovative spirit of the industry we represent.”

The industry getting bigger and broader has brought more than a name change. The larger scope of the show has also seen more companies decide to show off the grid. This year a number of companies exhibited away from the main show floors including Harman, Rockford Fosgate, Orca, DD Audio, JL Audio, elettromedia, NAV-TV, and ADS (iDatalink).

“We have taken the approach that we want to bring technology in—so how do you cap that?” said Karen Chupka, senior vice president CES and corporate business strategist for the Consumer Technology Association (CTA). “We want to create solutions and, as big as the show is getting, make it easy to help people find what they are looking for. When companies go off site, it makes it more difficult to do that.”

Of all those companies in the exhibit halls, at the hotels and off-site locations, the buzz surrounding virtual reality, wearables and drones, it was still the traditional automakers and the aftermarket that held center stage.

12 Mobile Electronics  February / March 2016

In the last few years, CES has become an increasingly important stop on the auto show circuit serving as the hub for safety, communication and entertainment possibilities for the connected car. This year more than 115 automotive technology companies exhibited including nine automakers who took up more than 200,000 square feet of space.

While the automakers have unquestionably been more proactive about being present at CES, it goes beyond that. They are also adjusting their mindsets, and changing their reputations from hulking corporations to mobility pioneers. In short, they’re thinking less like Detroit and more Silicon Valley.

As the growing importance of telematics and infotainment in today’s cars is vastly changing the auto industry, everyone is focused on how to be a part of it—from the automakers to the tech companies (Apple, Google and now even Amazon) to the aftermarket.

Who Rules The Road?

With automakers and the aftermarket both aggressively positioning themselves for the future, what happens next?

“There is definitely room for the both the automakers and the aftermarket,” said Chris Kooistra, senior director, Cobra

Brand & Global Marketing Services.

“People are keeping their cars longer so they may want a new piece. Sure, the auto manufacturers are closing the gap a little bit as far as getting new technologies in cars as an option when you purchase, but there is still a lot of stuff after the fact that people want to add, like stereos, for one. And there is always going to be that market of folks who want everything first. That’s where the mobile electronics guys can be there—to offer it before the automakers can.”

Automakers, though, are going after the areas where they see new revenue streams like digital services as well as taking advantage of opportunities in entertainment, commerce and safety.

For instance, at CES, Kia showed its new sub-brand, Drive Wise, which includes its future Advanced Driver Assistance Systems. These Drive Wise technologies are under development, but by 2020, Kia plans to introduce its first semi-autonomous car with Drive Wise technologies and a fully autonomous model by 2030.

Drive Wise offers a suite of technologies including Highway Autonomous Driving, a combination of radar and camera detection systems to interpret lane markings, allowing the car to stay in its lane or switch into others to overtake other vehicles or follow a different road—all without driver input. Urban Autonomous Driving tech, which uses GPS and sensors, can pinpoint the car’s position on the road, allowing it to navigate through congested city streets while responding to live traffic updates.

The enhanced lane-keeping system, Preceding Vehicle Following, monitors the vehicle in front and lets the car calculate its own path relative to it, following at a safe distance if road markings are indecipherable due to poor conditions or road layout.

Operating in correlation with Kia’s Driver Status Monitoring (DSM) system, the Emergency Stop System analyzes a driver’s face and ensures their attention doesn’t divert from the road for too long. If it detects that

the driver has taken their eyes off the road for too long, the ESS technology can automatically direct the car into an appropriate side lane where it will come to a halt.

Aside from the safety benefits, Drive Wise technologies also facilitate communication and interaction between the driver and vehicle with innovative Some aftermarket companies, like Mobileye, have new Human Machine capitalized on the recent safety craze with OEMs by Interface (HMI) funcworking with GM and Volkswagen. tions, such as gesture control, fingerprint sensors and smart-device connectivity.

Ford showed its digital dashboard with eye tracking technology so a user can select items on their dash without having to use their hands or any form of direct contact. Drivers can also use Ford’s SYNC AppLink which lets them use the same apps that are already on their smartphone in the car as well.

“A lot has changed in the last 50 years, but today, the pace accelerates even more,” said GM CEO Mary Barra on the evolution of auto technology at her keynote at CES. The company showed its electric vehicle, the 2017 Chevy Bolt EV, which has a $30,000 price tag (after $7,500 of tax credits). The vehicle will get more than 200 miles of range on a full charge, have Apple CarPlay and Android Auto, and feature advanced connectivity. Up front it has a 10.2-inch touch screen that can be customized for each passenger’s preferences.

Audi showed the latest version of its virtual gauge cluster that is in the production 2016TT and new Q7. In addition, they showed the concept e-tron Quattro which allows drivers to use their voice to control certain functions. Those along for the ride could connect quickly to the Internet as the vehicle serves as a WiFi hotspot.

Drivers will also be able to lock/unlock

me-mag.com 13

 ces feature

Off-boarding during CES has become commonplace with many 12-volt manufacturers, including JL Audio, who showcased in a suite at the Palms Hotel and Casino this year. the vehicle or view status reports on their smartphone. It will also have autonomous driving capabilities.

Aftermarket Rally With automakers unveiling these kinds of compelling new technologies, the aftermarket has to be equally aggressive about keeping up with the trends and engaging and going after the consumer.

“I don’t want to say we have reinvented ourselves; it is more that we have evolved like everyone else,” Chris Dragon, senior director of marketing for Harman International, said. “We’re moving at a much faster pace than we were. Those big gaps don’t exist anymore.”

Opportunities for the aftermarket exist in areas where Dragon said things are getting “interesting.” It resulted in the company making a major statement this year in Las Vegas. “We showed our first head unit in a very long time under the JBL brand,” Dragon said of the Harman subsidiary. “It’s a double-DIN CarPlay and Android Auto in-dash piece.”

The Legend CP100 head unit has a 6.75-inch touch screen for the connected car experience. It’s Bluetooth enabled, has a rear camera input for adding a back-up camera, and has support for steering wheel controls. It was scheduled for February availability with a $399 MSRP. “Consumers certainly have an appetite for using their smartphones in the car, and we have an appetite to help

consumers do that in safer ways than staring at the screens on their phones,” Dragon said.

In addition to JBL, both Pioneer and Kenwood rolled out new aftermarket CarPlay systems. Pioneer showed its next-generation lineup of NEX aftermarket CarPlay systems due this spring ranging from $700 and $1,400 in price.

Kenwood has eight CarPlay receivers, up from four. JVC showed its flagship KW-V820BT model, the brand’s first CarPlay-enabled multimedia unit.

As much as new vehicles offer, it doesn’t address all the vehicles on the road that are without these newer features. So back to that earlier point about opportunities for the aftermarket with older vehicles: the numbers don’t lie.

The average age of the car on the road today is 11.5 years, according to IHS Automotive. Part of the reason, to the automakers’ credit, is that vehicles are built better and so they’re lasting longer.

The number of vehicles on the road that are at least 25 years old is about 14 million. (Those are vehicles made in 1990 or earlier.) The number of vehicles that are 16 to 24 years old is 44 million. That’s up from 26 million in 2002, according to IHS. “A lot of people are keeping their cars longer and there is plenty of new tech going into new cars, but that same tech is also available for older cars,” Kooistra explained. “A prime example

16 Mobile Electronics  February / March 2016

for us is dash cams. You can put those right in. Consumers can purchase and mount them by themselves or have them hardwired by an installer. You can do front-facing and dual channel so you can have one in the rear. There is just a lot of opportunity with this group of consumers.”

Kooistra said there is another whole segment that can benefit from dash cams as well. “Within the new market of ‘professional’ drivers like the Ubers and the Lyfts, these drivers have a safety and insurance situation,” he noted. “They are relying on their car to earn money so it’s always good to have a dash cam front and rear for their own protection.”

Not just dash cams are big for Cobra right now, but so are portable power products and power inversion. The company also launched its first new radar detector in a couple of years, the Max 360 Escort radar detector. It provides directional alert arrows—front, side to side and rear indication—extreme range, fast response time, better precision and directional alert display.

Voxx also had a range of new accessories to show including the introduction of its CarLinkBT, a $99 Bluetooth module (including installation) and smartphone app that is compatible with most popular remote start systems. When paired with the $7.99 companion smartphone app, CarLinkBT turns a smartphone into a virtual transmitter which instantly gives

a driver remote access to the car and a direct connection to automaker-style safety and convenience services.

“By and large people are still driving cars that don’t have all this new tech in it,” Dragon stated. “If you turn back the hands of time to 11 years ago, there was definitely some Bluetooth communication, but there wasn’t Bluetooth streaming and there weren’t lane departure systems or back-up cameras or any of those kinds of categories. A lot of people either love their car and are keeping it; can’t afford to buy a new car; or for whatever reason, are hanging onto their vehicle and they’re looking to add these things.”

“We see what’s happening now on the automaker side as a good thing,” said Eric Carter, owner of Valparaiso, Ind.-based Cartronix, a car stereo installation and mobile enhancement specialty shop. “When someone buys a new car, it creates awareness about these new kinds of technologies that are available—like lane assist systems. Maybe their neighbor has an older car, sees what is happening with today’s vehicles and wants to add some newer features themselves, so there is definitely opportunity out there for the aftermarket.”

truck I am working on has over 100,000 watts and I’ve got an $85,000 budget.”

It’s not the only big audio project that Audio 200 has in the works either. “We have a full blown cabinet shop here with more tools than anyone in Arizona,” said Wyko. “That’s four table saws, drill presses, band saws—and all of our custom

kicking,” Dragon said. “Every year people say it’s dying, it’s dying, it’s dying. But it’s not. It’s evolving.”

And not only is the auto technology changing and not only are the manufacturers evolving, but so must the retailers as the purchasing process for consumers continues to change.

“The way people buy and the way people shop are changing so you really have to adapt,” Kooistra said. “On the dealer side, we’re working with them on several different programs to make it so we can help drive business into their stores and installation bays. We have the ability to add them to Eric M. Carter, our national database on owner of Cartronix, Valparaiso, Ind. our web site so when people come to us looking for information, they can find tools get used.” More importantly, he a local retailer based on their IP address. noted, there is still a market for better Our web site is an all-responsive design sound and custom installs. “Some of our because you have to have that these days. best selling woofers are over $1,000,” he Everybody [searches product] over their said. “With the kind of technology built smartphone and everyone purchases over inside today’s amps, you’re getting a lot their smartphone. You have to adapt and more for your money, too.” be where people are shopping and look“People have all this great video and ing, and not necessarily expecting them content in their cars, but then they have to come and seek you out.” awful sound,” said Carter of Cartronix.

For those sitting and waiting, Carter of “Well, that’s great for the aftermarket Cartronix said the prognosis is grim. “If with amps and speakers. New cars are that continues, I can actually see a future definitely more difficult to work with where there are no car audio shops,” he in terms of integration, but we have to said. “You see so many shops just waiting keep up on the trends. It’s our job as car for customers to come to them.” audio shops to stay ahead of the curve.

Carter isn’t waiting for things to Dash cams and lane detection systems happen; he is busy with promotions. The are a huge market, but so is having good shop will celebrate its fortieth anniversound.” sary in April and a VIP night is being “We’re trying to build a better mouseplanned. The shop also did a fundraiser, trap with audio,” Dragon explained. “We’ll Coats For Kids, and tied it in with a never abandon that. Consumers do care remote start promotion that was a huge about the way stuff sounds.” success. “Our remote start sales have been unbelievable,” Carter said. “We’re Shift Out Of Neutral three weeks out and booked, and we have What happens next for the aftermaralready donated 400 coats to the cause. ket and in the near future for the entire We gave any customer who donated automotive world remains to be seen, but a coat a discount on the remote start. the mood was optimistic toward the end You have to go out and find the busiof CES. ness. You’ve got to market yourself as the “As far as the old car audio world that expert.”  many know, it’s still there and it’s still

“It’s our job as car audio shops to stay ahead of the curve. Dash cams and lane detection systems are a huge market, but so is having good sound.”

Sound Is Still King “For us and a handful of other manufacturers, we’re still enjoying success in a number of special categories,” Dragon said, referring to one segment in particular that used to be the backbone of the 12-volt industry. “Our speaker business is actually growing. Our amplifier business is growing. There isn’t any double-digit growth in these traditional categories, but they’re still there and it’s still a $2.5 billion business which is nothing to poke a stick at.”

Speakers and amps are booming at Audio 2000, a top interior custom shop in Tucson, Ariz. “We’re doing a giant sound system right now,” said Bill Wyko, president. “Big bass is back, trust me. This

me-mag.com 17

 on the market 2016 International

With over 3,800 companies and a record 170,000-plus attendees on-hand, CES 2016 was epic on many levels. Find out what products were hot at the largest trade show in the world.

AAMP Global EchoMaster

Product Details: AAMP has purchased EchoMaster, a European safety product manufacturer, effectively combining three brands into one. The lines will focus on anything and everything safety related, including backup cameras and rear-view monitors, among others.

Accele Android Mirror

Product Details: With a 4.3-inch screen that features a back-up camera feed, the mirror also connects to smartphones to show navigation apps like Google maps or Waze. It also offers the ability to interface with the vehicle via the OBD-II to push vehicle metrics onto the screen.

Alpine Restyle 10-inch Head Units with New AVN Operating System

Product Details: After a successful launch of its Restyle branded 10-inch head units for Ford F-150, the company expanded on the concept for other vehicles and launched its own AVN operating system. The new system features accessory control for up to eight accessories via touch-screen, including windows, windshield wipers and lighting controls. Four new apps are scheduled for release in April for the system including Spotify, iHeart Radio, Glimpse and Yelp.

AudioControl DM-608 and DM-810 Multi-channel Matrix Processors

Product Details: The newest additions to AudioControl’s product lineup offer active speaker level inputs, signal summing and MILC source clip detection. The 810 has eight channels while the 608 has six channels, both with AccuBASS and RTA.

Cerwin-Vega Mobile VPAS Powered Active Subwoofer Enclosures

Product Details: With the goal of promoting “old school” ideas with a modern feel, the Larry Frederick-designed enclosures offer as little as 150 Watts but with an unregulated power splice to make for more dynamic headroom. The devices has more dB gain and no phase switch, allowing variable phase to move the bass around inside the vehicle. In a twist, a Twin T filter is used as the bass booster to give a narrow cue boost instead of a shelving circuit. It boosts at a very narrow cue at 9 dB with a subsonic filter built in, according to Frederick.

Directed Viper SmartStart 4.0

Product Details: A CES Innovations award-winner, the remote start app can be used with both Android and Apple devices and features the ability to lock/unlock a vehicle, get status updates on the vehicle regarding ignition, doors and windows, plus GPS tracking of the vehicle. The new update integrates with smart watches (including the Apple Watch) to offer the same features as the smartphone app.

18 Mobile Electronics  February / March 2016

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 on the market Dual Electronics AV6995MB Receiver

Product Details: This Double-DIN DVD multimedia receiver features a 6.2-inch LCD screen with Bluetooth compatibility and a two-way DualMirror that allows control of an Android phone through the screen via Bluetooth.

Escort Max 360 Radar Detector

Product Details: Intending to venture beyond typical radar detectors, the Max 360 provides directional alert arrows and a display to indicate the direction of a threat source and a dual antenna front and rear detection that scans for surrounding threats. It also features GPS-powered AutoLearn technology that rejects false threats. MSRP is $649.95.

Kenwood USA Head Unit/Radar Detector Combo

Product Details: Teaming with K40 and iDatalink Maestro, Kenwood has announced the world’s first integration of a head unit with a stealth-installed radar detector. The detector will communicate with the Maestro RR integration module. When connected to a compatible Kenwood radio, radar alerts will appear on the screen to include signal strength, radar band and speed of the vehicle at time of detection. Shipping is scheduled for the second half of 2016. The company also featured a cockpit experience display, which included the possibility for a heads-up display in the near future.

Memphis Audio PRX (Power Reference) Amplifiers

Product Details: Described by the company as its “bread and butter” line, the amplifiers include 300, 400, 500, 1,000 and 1,500 Watt models. The models come in monoblock, 4-channel and 5-channel versions. The line expansion is part of a brand refresh with a new logo, name and a total of 60 new and improved products.

Metra Electronics Axxess Infolink AX-IL-SY01

Product Details: This integration interface and harness will pair directly with two upcoming Sony head units and takes factory functions and diagnostic info and places them on the Sony aftermarket screen. Examples of this include HVAC controls, personalization menus and tire pressure information. Device and head units to be sold separately.

Pioneer Electronics Advanced Automotive Tech Demo

Product Details: The Pioneer booth featured all its latest products on one side and on the other, a vision for the future of in-car tech with an interactive demo vehicle featuring a autonomous driving technologies and Advanced Driver Assistance Systems.

One function was a scented spray designed to release when a driver is detected to be asleep based on driving habits. The spray is strongly scented to wake the driver up.

The display was meant to showcase how all of the current technologies that Pioneer uses can be brought together to enhance the driving experience.

Powerbass Marine – UTV Sound Bar

Product Details: Designed for any outdoor application, this Bluetooth sound bar is water proof and water resistant, featuring two models – an 8-inch and 10-inch speaker – with 300 and 400 watt built-in amplifiers, respectively. Auxiliary outputs are available for use without Bluetooth and multiple mounting systems for various applications.

20 Mobile Electronics  February / March 2016

me-mag.com   21

 on the market Rydeen Mobile Electronics MA4BT Bluetooth Mirror Monitor

Product Details: Focused on safety products, Rydeen won a CES Innovation Award with its three-in-one solution, the MA4BT Bluetooth Mirror Monitor. This advanced rear-view mirror offers 4’3-inch LCD monitor, compatibility with Siri and Google Voice, two video inputs and proximity sensors. The device places a smartphone image, such as Waze or Apple Maps, on the mirror for a more natural navigation use.

VOXX Electronics CarLinkBT

Product Details: Announced as the future of remote starts, the CarLinkBT is a Bluetooth module and smartphone app combo that is compatible with most remote start systems.

The intent of the device is to transform the smartphone into a virtual transmitter, giving remote access to the vehicle at all times. There are also service packages similar to OnStar, providing emergency response, roadside assistance and stolen vehicle assistance.

Las Vegas Product Showcase 2016

For companies needing to provide a different experience for their dealers, showcasing at various locations throughout Las Vegas was the right move. Here are some of the latest products from those companies.

Harman JBL Legend CP 100

Product Details: Looking to one-up other smartphone compatible head units on the market, JBL is releasing a more affordable and user-friendly touch screen in-dash receiver. The unit works with both Apple CarPlay and Android Auto, is a CES Innovations award winner and comes in at a low price point of $399, MSRP.

Hushmat Video Campaign

Product Details: In an effort to help retailers sell and provide awareness to consumers, Hushmat has released 17 two-minute videos that explain how best to sell Hushmat products. The video campaign includes cards to remind sales staff of the steps needed to sell and videos to show in-store to customers to spread product awareness.

JL Audio RD Amplifiers

Product Details: Replacing the JX line of amplifiers is the new entry-level line of amps that comes in multiple channel offerings. A stereo/mono input type switch was added to remove the need for Y-adapters when bridging amps. The intent of the amps is to create a go-to amp line for the everyday customer. MSRP ranges between $299 and $599 for the line.

Rockford Fosgate Punch Series Amplifiers

Product Details: These amplifiers are designed to be efficient with small chassis’ and powerful output. The line includes the P1000X5, 1,000 Watt class-bd 5-channel amp, designed to be ultra-efficient and run an entire system without excessive drain on a charging system.

22 Mobile Electronics  February / March 2016

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We believe industry growth depends on our dealer members investing in their businesses in order to make them better and stronger, while delivering an exceptional customer experience.

Contact us today to become a Mobile Electronics® partner.

Mobile Electronics® • sales@mobile-electronics.com • 800-949-6372 me-mag.com 23

 retail news

To reach a younger demographic of customers, 18-year-old Dylan Hansen was brought on as an intern and eventually landed a job with the company.

Partnering with a local high school has helped My Audioworks bring a younger crowd into the shop, and fresh talent into the industry.

WORDS BY ROSA SOPHIA

A

common difficulty for 12-volt retailers is finding good help.

Not enough young talent has entered the industry with the intention of creating a solid career.

“The industry has been shrinking,” said John Gaffney of My Audioworks in Milford, Conn. “And the installer pool has been shrinking.” As a result, Gaffney has been trying to reach out to a younger generation. “If we could [just] find someone who turns into a good full-time employee.” My Audioworks has been in business for over 18 years, according to their website. Attracting a younger demographic has proved difficult. Things have changed, and the industry continues to change.

“That is a group of people we wanted to get back into. It’s not like it was 20 years ago,” Gaffney added. My Audioworks has continued to try to find a way

to draw the attention of a younger crowd, specifically ages 17 to 20. When the store needed a part-timer, Gaffney reached out to Amity High School, “just to see [about] going through them, maybe getting a recommendation.” Instead of a simple recommendation, the business connected with the Amity Senior Service Learning Program, a program that is carried out on a yearly basis. “They [the students] have to do 120 hours of work, and that’s supposed to be an unpaid internship where they get full credits through their school to work outside of the school,” Gaffney explained. “So far, one who came through, he likes it and stayed on, and he became a part-time employee on the books.”

Dylan Hansen, at 18 years old, started at My Audioworks through the internship program, and is now an employee with the business, having been trained

by Installation and Car Dealer Division

24 Mobile Electronics  February / March 2016

Manager David Ugalde. “[Hansen is] going to college locally. He commutes,” Gaffney said, adding that Hansen works 14 to 16 hours per week. “He likes it a lot. I think he’ll stay on it. Whether this turns into a career path for him is still to be seen.” Currently, Hansen has made positive progress in his work and has continued to learn more while on the job.

“He’s kind of like the shadow to my main tech,” Gaffney said. “So he’ll do stuff, where in the beginning it was just seeing what’s going on, wiring up some basic stuff, but now we can give him full directions and he can do a remote start by himself. Dave is right there in the next bay … but once he gets that direction, he can do the whole install himself. He wires, solders, whatever job we can give him, whatever jobs we know he can do.

He has done some installs along with Dave, stereo and audio jobs…”

“If you can bring someone in, work with them, see how they handle things and see how they do installs, it’s a way to hopefully get help, without having to outlay a ton of payroll.”

John Gaffney, Owner, My Audioworks outlay a ton of payroll.”

Gaffney has been able to tell the school specifically what he is looking for, as well as the type of work the candidate would need to complete.

Then a student is chosen for the internship, based on their skill sets and qualifications. “Like a recruitment center in a sense,” Gaffney added. He emphasized how different it is from placing a generic ad and getting responses from people who “want full-time money, and you’re taking a chance they know what they’re doing.”

The younger demographic has been very difficult for My Audioworks to reach. “Back in the day, 18 to 25, that was the group,” Gaffney said.

Now, the business’s clients are generally between 30 and 55. “That’s one of the ones that’s been harder and harder to keep up with. It think it’s one program that at least gets me in that 17- to 20-year-old age group where they’re seniors, just getting cars … that gets me into their circle. I have not been able to figure out how to tap into that generation.” Gaffney has already been contacted by the program for 2016. “Having the students here gets us an avenue into the school, an avenue for revenue. It brings new business. That was part of the reason in the very beginning, reaching out to that generation.” 

»

Gaffney hopes to continue to gain access to a younger demographic, noting that a younger tech will tell his friends about the business, and this will increase revenue. “It is definitely a way to go,” he said, regarding the program. “You can get a certain amount of hours that you’re not paying the person to be here. You’re getting 120 hours of free time. If you can bring someone in, work with them, see how they handle things and see how they do installs, it’s a way to hopefully get help, without having to

Who’s Who EVAN CARTER Drivers Side Plainville, Mass.

Years of industry experience: 27 Hobbies: Waterskiing What you’re really good at: Everything just ask anyone!

ROBERT LEWIS Extreme Audio & Performance Manchester, Conn.

Years of industry experience: 28 years Hobbies: Watersports, boating, traveling, music What you’re really good at: Sales, customer service

RANDY LEIBENSON Car Audio Depot Modesto, Calif.

Years of industry experience: 29 Hobbies: Wake boarding What you’re really good at: Sales/ merchandising

STANLEY CLARK Absolute Audio LTD Belair, Md. Years of industry experience: 21 Hobbies: Fishing, boating and being a dad What you’re really good at: 12-volt, remote starts, custom installation

My Audioworks has made a connection with a local school to find interns and future installers for the business. me-mag.com 25

 retail news

Illuminating Installations

No job is too large or too small for Mr. Kustom, a shop with a worldwide audience and over 36 years of experience.

WORDS BY ROSA SOPHIA

T

he car lover’s fantasy world seems to exist in Chicago, Ill. at Mr. Kustom. With four buildings covering 14,000 square feet, five showrooms, and a fully modern installation center, Mr. Kustom has been in business since June of 1979 and currently has 10 employees, with intentions to hire more in the future. The business’s clientele is not just local.

In fact, Mr. Kustom draws clients from all over the world, and the jobs they complete are just as varied and unique as their customers. Additionally, LED lighting and its varying applications makes up about 10 to 20 percent of the business’s income.

“I started in high school,” said Richard Korber, president of Mr. Kustom, who stated that he customized his own cars at first, and lots of friends asked him to do install work. That's when he decided to open a business. “I started as a one employee shop, and now we are one of the largest in the Midwest. The business grew with simple street advertising, and by word of mouth referrals. Now Mr. Kustom is a “one stop custom shop,” offering welding and fabrication, custom painting, leather interiors, wood working, mobile electronics, wheels and tires, wraps and graphics, high performance engine work, and much more.

26 Mobile Electronics  February / March 2016

“Cars, vans, pickups, SUVS, motorcycles, and now food trucks. We’ve done many food trucks,” Korber added, “and we have two more scheduled for next spring.” One of Mr. Kustom’s clients is a woman who sells cupcakes out of a van in downtown Chicago. Other clients own snack trucks, coffee trucks, and hot dog vans. Mr. Kustom has also built promotional vehicles for local sports teams, including the Chicago Bulls and the Chicago Bears. Because of the website, the business is known worldwide, and many of its products are shipped to other countries. On U.S. soil, one recent build will surely impress car aficionados—especially Corvette lovers.

“It was a 2010 Grand Sport Corvette, shipped from Virginia,” Korber said.“It started with halo lights and a couple of accessories, and then it was here for over a year. The whole vehicle has been completely redone except for the paint.

Digital gauges, sound system, engine, tires, wheels, radar detector, custom red

carbon fiber and suede interior—anything you can imagine was installed. Total cost with the vehicle, was close to $200,000.”

The Corvette only had 70 miles on the odometer when Mr. Kustom first received it. “The customer did not even drive it, he just shipped it right to us.” Mr. Kustom inspires loyalty in its customers, and the owner of the Corvette did not want anyone else working on the car.

“He shipped it again to us this last summer just for an oil change," Korber said. "It cost about $4,000 dollars with shipping just for an oil change! We’ve never met him, only spoke with him by phone.” The owner, a member of a Corvette club, wanted the car completely overhauled. Mr. Kustom began with halo LED headlights, and interior lights as well as under the vehicle. The owner then decided he wanted to upgrade the engine.

It was rebuilt with new performance parts, and was dyno-tuned to 823 horsepower. A super charger was also installed for increased horsepower. Since the client

was not local, he was updated weekly with phone calls and emails.

“Many times after we updated him, he would say, ‘I want to add something else,’” Korber said. “He wanted Lamborghini doors, so we put those on. He then wanted a custom suede leather interior, at a cost of over $60,000. And that took almost six months to complete, with the red carbon fiber interior trim.” The dash was also removed, and then redone in suede with red stitching, and custom gauges. The customer also owns a 1963 Corvette. Mr. Kustom designed a mural inside of the hood, showing both cars.

Custom wheels were added, wide tires, interior and under-hood lighting, carbon fiber hood, also front and rear spoilers—everything in red to match the car.

“He likes to show off at his car club, and drives to many custom car shows along the east coast,” Korber added. 

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 knowledgfest

Spring Ahead

With big names attending, first-time manufacturers and 7,500 more feet of floor space at its disposal, KnowledgeFest Spring Training is shaping up to be an essential event for 12-volt retailers.

WORDS BY TED GOSLIN

28 Mobile Electronics  February / March 2016

Chris Cook, president of the Mobile Electronics Group, leads last year’s panel discussion with several well-known retailers.

This year’s trade show will include several companies new to the event, including JL Audio and AudioControl.

E

verything starts small. Children grow into adults. Small seeds blossom into giant redwood trees. And small businesses that wish to learn and improve come together to form internationally recognized trade shows. SEMA, for example, started in 1963 with a group of small automotive manufacturers who supplied performance

equipment for early hot rods. After 40 years, it became what it is: an industry giant, featuring thousands of companies and hundreds of show cars, all having joined over time, despite several name changes and makeovers to the event over the years.

KnowledgeFest, now in its 23rd year, has grown and changed in similar ways

with a name change (formerly referred to by many retailers as MERA), growing attendance from both manufacturers and retailers, adding activities (like the Industry Awards) and changing venues over the years. Now, held in Dallas at a luxurious hotel and including more seminars and events than ever before, it's outgrown being just an annual event.

me-mag.com   29

 knowledgfest

Steve Brown, product promotion manager for Alpine, conducts a training at last year’s spring training event.

After last year's highly successful first-time effort, KnowledgeFest Spring Training is back to offer an alternative for some and an expansion for others looking to improve their businesses.

Located at the Indiana Convention Center in downtown Indianapolis, Indiana, this year's show will emphasize more focused seminars and product trainings from the biggest names in 12-volt. The event has more exhibitors, requiring an addition of 7,500 square feet of exhibit space to make room for those new companies. First time manufacturer exhibitors for the event will include JL Audio, Sony, AudioControl, AAMP Global and Accele.

“We are extremely pleased to have these new exhibitors join us at KnowledgeFest Spring Training 2016. Most of them have been supporting our Dallas event for several years,” said Chris Cook, Mobile Electronics Group President in a recent press release. “Their support recognizes this event as the best opportunity to provide quality sales and installation training during the launch of their new products and services introduced earlier this year at CES." Over 50 brands are scheduled to be featured within 42,000 square feet of exhibit space and 10 meeting rooms at the

event. Given the timeliness of the event coinciding with new product releases, dealers can expect trainings on the ins and outs of the newest products from top manufacturers.

Smart Sessions Similar in format to the main KnowledgeFest event in Dallas, the spring show will have three tracks of seminars—Installation, Owner and Sales. Presenters will be comprised of some of the biggest names in 12-volt, including Del Ellis, Bryan Schmitt of Mobile Solutions and Ben Vollmer of Businessworx.

"The biggest thing I hope people get is the help KnowledgeFest gives to retailers. The dealers that come to Indy aren't the same set that comes to Dallas. It's kind of cool to get to see a different set of retailers who can't afford to go to Dallas," Vollmer said. "I remember last year, the dealers that I saw included different types of companies like a golf cart customization company looking to improve its business."

According to Vollmer, his seminar will focus on improving the customer experience and how that improves a retailer's bottom line. His seminar isn't the only one focused on improvement techniques

30 Mobile Electronics  February / March 2016

as Schmitt of Mobile Solutions will be discussing efficiencies in the install bay.

"I want to talk about how to be set up so you can be more efficient with organization, supplies and best practices for installation standards, how we mount things, ground things, do connections.

I'll have lots of supporting pictures and other shops that have implemented this recipe that works so well," Schmitt said.

"I've seen a lot of shops all over the world and it's just a disaster; stuff is all over the place. They are wasting time looking for tools or they aren't installing the most efficient way. Younger guys just don't even know what they don't know. They haven't been exposed to it. So we want to break that down on how to be organized, how to set up your shop and show best practice methods on everything from fabrication to electrical installations."

Although still unconfirmed, Schmitt may have a special guest presenter during his seminar. Past seminars have included help from Installers of the Year Tom Miller and JT Torres, among other notables. Schmitt has high hopes for the event as a whole given his knowledge of the industry and the success of last year's event.

"I'm really optimistic about turn out.

Now that we've done one and had success there, we'll pull more people now that it's closer to them," Schmitt said. "I do probably 15 to 20 big events each year, either on the road or at our facility in Phoenix. KnowledgeFest has definitely helped bring awareness up for a number of trainings that we do. People get a taste of how it can help their business at KnowledgeFest and come to our big training."

Straight From The Source In addition to seminars, the event will feature an expanded trade show floor and manufacturer trainings, covering the latest products and changes. Attendees can expect to receive care packages from some companies as a thank you for attending. Most trainings will take place in the late afternoon, early evening, once the seminars have finished. Steve Brown, product promotion manager for Alpine Electronics, believes companies can strengthen their presence at events

like KnowledgeFest by doing the same as their dealers when it comes to educating themselves.

"Everything we do, we learn from," Brown said. "As we've gone through processes the last couple of years, we've gotten so much customer feedback it's really tailored how product is developed."

For manufacturers like Orca Design & Manufacturing, which owns the Focal, Illusion and Mosconi brands, attending the show will be an opportunity for brand exposure and to reach dealers that couldn't be reached at other events.

"We're looking for exposure for our brand and to expand our database in Indiana. We're very optimistic about it being the second year. Hopefully, we'll get to see more new faces that we haven't seen before," said Nalaka Adikari, sales director at Orca.

"We're thinking about doing certain promotions in Indiana that are special for KnowledgeFest attendees. We just want to make it a successful show and meet up with as many dealers as we can. We'll definitely have some surprises for them to take advantage of."

While the training schedule has not yet been finalized at the time of this story's printing, KnowledgeFest has many sponsors that generally attend the event and provide training as part of their sponsorship. This year's sponsors include ADS, Compustar, Orca, KICKER and Sony, among many others.

No Excuses From the central location of the event to the city, to the variety of exhibitors and 12-volt experts conducting top-quality seminars and a town hall discussion, most retailers will likely have few reasons not to attend the event. Past attendees can attest to the quality the event provides and why any cost is well worth the effort.

"I've been learning how much inventory can impact the business. When I get back, I'm working on inventory," said Josh Mojica of GNC Customs during last year's spring training event.

"Our average ticket has tripled since coming to KnowledgeFest. Coming here repeatedly has given us more confidence as a business."

Being located once again in Indianapolis, KnowledgeFest Spring Training's location was chosen thanks to its strong infrastructure and central location to attract retailers that perhaps don't have the funds to travel farther to Dallas in August.

The event will also benefit Mobile Electronics Group members, as the price to attend the event is free for all members and their employees. Rates are $149 for the first entrant and $99 for each additional entrant from the same shop. Registration for the event includes Mobile Electronics Silver membership for the remainder of 2016.

KnowledgeFest Spring Training takes place April 8 through 11, 2016 at the Indianapolis Convention Center in Indianapolis, Ind. For more information, visit www.knowledgefest.org. Exhibitor and seminar info subject to change. ď‚ľ

me-mag.com   31

 business feature

Increasing efficiency in al as shown by shops such l departments can only nurture success, as NVS Audio and Audi tion Audio.

WORDS BY ROSA SOPHIA

H

ow does a business become more efficient? The first step is organization. Benjamin Franklin once said, “A place for everything, everything in its place.”

Retailers can take this advice to heart and remember that disorganization in the workplace leads to time and money lost.

Carlos Ramirez of NVS Audio in Linden, N.J., noted that this kind of problem is something he will not abide by. “If a tech spends half an hour looking for something, I just lost 50 dollars,” he said.

Efficiency and organization is important in any business. Retailers who work to increase efficiency in their shops will begin to see benefits and positive change, resulting in higher sales and improved success. So how can 12-volt retailers become more efficient, thereby avoiding unfortunate mishaps?

“It’s all trial and error,” Ramirez said.

“It takes a long time to find out what works. Whatever doesn’t work, you have to change it. So then the other problem is once you get a system that works really well, as you make more money and start changing lines, you change customers, and then your efficiency changes again.”

Ramirez admitted that NVS Audio has had a problem with this issue in the past. “You have to be able to pay attention to how the shop’s moving, what you’re making money with, and how you

can make your clients happy. As times change, you have to change.”

Creating New Systems For much of her life, Tammy Rowland has worked in direct sales and has been involved in recruiting, leadership and training. She has created the Work Smart Earn More™ system, and coaches business owners and entrepreneurs. Rowland points out that, “Efficiency is not just finding a simpler way to do something, but creating a system so it can be done over and over again in the same way. This saves time and takes the guesswork out of any task.” While systems change, the important thing is to ensure efficiency is a priority. Very often, business owners must also learn to roll with the punches as systems and approaches change, and efficiency continues to be an essential part of success.

Ramirez of NVS Audio stated the key aspect of increasing efficiency in his shop: ensuring all departments are well organized. “We spend a ton of money on tool storage, bins and everything is labeled. Everything has a spot,” he said.

“We are constantly cleaning and throwing away anything that doesn’t make money. Anybody should be able to walk in, and know where everything is … and where you need to grab something from.”

Constantly keeping an eye on how things

32 Mobile Electronics  February / March 2016

can be improved is part of ensuring that nothing slips to the wayside; efficiency is always top-of-mind.

Any products kept in stock for the customers should also be organized and well cared for. The showroom should be immaculate. “This is the first thing I notice when purchasing an item,” Rowland said. “Dusty means old, not cared for … each task has a process. Work out what it is, then tweak it. You may have too many or not enough steps in your process. Training becomes simpler as well … this adds more success and higher sales.”

Scott Paterson of Audition Audio in Cumming, Ga., stressed that due to how busy he is, he continually strives toward a more efficient business model. Constant adjustment is key. “We are still a work in progress, but I am still pleased with the direction we are heading,” he said.

Paterson continually keeps an important question in mind when it comes to his business. “Will this make us profit?” he said. “I need to be as important to our vendor partners as their products are to me.” Audition Audio offers no more than three vendors per category, and emphasizes manufacturers which cover multiple categories, according to Paterson. “This has allowed me to narrow my selection to an easily manageable vendor mix so that I can essentially place orders to cover multiple product categories with one

vendor and in turn streamline the ordering process.” Ensuring all systems are efficiently run, Paterson thereby maximizes his profitability on a product.

Tools Of The Trade Many systems and tools that increase efficiency are available, and each business must decide what works best and what does not. As a small retailer, NVS Audio has found that the iPad and iPhone work best for them when it comes to invoicing and billing. “The Invoice 2 Go app lets me know what the number one product is [in the shop], the number one car,” Ramirez explained. “I can write an estimate outside with the customer without going back in, and email the estimate without ever coming back inside, giving me a chance to get the VIN number, address, email … that’s just for the quote.”

Ramirez can then forward the work order to one of his employees, and they can print it. “If they have a question, they can add to it and resave it.”

Ramirez also focuses on efficiency in the fabrication side of the business, stating certain tools decrease the amount of time spent on a task. When a tool can make lives simpler, everything becomes easier and more efficient. “We are loyal to the brands we use, using those brands over and over, so the techs get familiar with the brands, so there are less calls and less questions to tech support,” Ramirez added. “I use the product that’s going to work best for us and the customer. A lot of people don’t value labor, so they’ll buy, for instance, a 20 dollar cheaper remote start, and it takes an extra two hours to install. They just lost 180 dollars. I will spend more so the tech can move on quicker.

We sell labor above any other product.”

Another tool is simply attitude and approach, while increasing the efficiency of customer service itself is essential.

“Customer service is another thing that needs to be a process and a priority,” Rowland said. “This is where every employee needs to be proficient. If it's a department, then a process is key here, if not then every employee needs to be an amazing representative for your business. Always a friendly smile and greeting. Offer to help, but don't hover. Good customer service wins over price—always.”

Tips And Tricks NVS Audio utilizes a white board to keep track of parts that need to be ordered, simplifying the process. Rather than wasting time talking about it, when the shop runs out of something, a tech can write it on the white board for the next order. “It’s the techs’ responsibility to write it down, and mine to order,” Ramirez said. “I am not flexible on that. I make a big deal about it. If they say there’s something we’re out of, it needs to be on the board. They write it down. I will give them a hard time if it’s not on the board. If it’s not there, then we’re not out of it.”

This simple tool has proved a great timesaver for NVS, thereby increasing shop efficiency.

It is important to spend time considering where the shop can improve. What are the strengths? The weaknesses? What works best, and what does not? Rowland recommended spending

me-mag.com 33

 business feature have one that is working for you, use it. I use a daily planner that is an effective and efficient way of getting things done.”

Rowland, having offered advice to clients regarding productivity, has created a basic planner to help business people stay focused.

“There are things that need be done daily, so create the habit or checklist to be sure they are done first,” she added.

Enjoying Work And Getting Paid Everyone needs to make money, and everyone wants to have a job they love.

Employee management can become complicated depending on the situation, but for Paterson of Audition Audio, everything continues to run smoothly. “I have been honestly lucky,” Paterson admitted.

“I make sure my key guys Justin and Chris are paid comfortably on salary. I can get away with this as they have both been in my shoes before as a business owner of a successful shop.”

Rowland suggested getting staff members involved to create efficient systems, which is something that has worked well at Audition Audio. “They will support that which they help create,” Rowland explained. “Work with them to create a system that you can be happy about and they can live with. Let them have some say as they are doing the job and may have creative ideas that are better than what you could come up with.”

With the same or similar goals in mind, Paterson works well with his employees, enjoying a comfortable balance that

Scott Paterson remodeled his store in an effort to maintain a culture of continuous improvement. that needed time on efficiency. “You and your business run more smoothly and the environment is happy and energetic,” she said. “Teams become more cohesive and everyone is on the same team. When there is a common goal for the business or company and everyone knows what it is and their part, they want to do well.

Help your people feel successful and proud of the company they work for.”

When it comes to dealing with the numbers of the business, Paterson of Audition Audio thinks of everything as part of an equation that can be balanced out. “So with that in mind I like to use the data provided to me via Businessworx, as well as my internal POS reporting,” Paterson said, “and then a few equations I wrote unique to my shop to help me know every number relevant to my business.”

Rowland also recommended tracking efficiency using a daily planner. “There are many tools out there, especially in smart phones,” she said. “I figure if you

34 Mobile Electronics  February / March 2016

ensures logistics are handled well. “We have regular conversations and based on their opinions and my own, I make a decision that we can all work with in most cases,” he said. “In this area of our business, I feel that efficiency is born in the hiring process. I have long believed that skills can be taught, but that the personality fit is the most crucial.” A new hire might be incredibly skilled, but carrying around a negative attitude. If that’s the case, everyone suffers. “Then, the skills they possess are absolutely worthless to me and my shop,” Paterson added.

Rowland stated the importance of processes in creating salaries. She recommended instituting “three to five areas that are easy for the employee and owner to judge to determine whether a pay raise is warranted or not.” Rowland also encouraged business owners not to be afraid of making a decision or speaking to an employee if that person is not performing to high enough standards. “They need to know what's expected of them and when they are not measuring up.

Employees are people and you have an opportunity to create a win-win situation and a happy, encouraging environment.”

The Ideal Environment People are more content when their surroundings are pleasing, so building an ideal environment for both customers and employees can also increase efficiency as well as the likelihood for success. Collecting email addresses and sending out surveys proved a useful way to gauge customer satisfaction for Audition Audio. “This in turn allowed me to measure how the sales process and store layout affected sales and overall client experience,” Paterson said. “With that data, I have molded and modeled our current layout, and most likely will continue making further tweaks.”

The layout of the store itself can either increase or decrease efficiency.

How cluttered are the surroundings? Is the showroom less than ideal? What do customers see when they first walk into the building? These are all questions to consider when deciding whether or not a store’s layout is conducive to success.

“That’s one of the reasons we moved into

this building, to get a more efficient layout,” said Carlos Ramirez of NVS Audio.

He stated the importance of allocating space for certain uses, and ensuring that space remains dedicated to its purpose.

NVS Audio has dedicated metal fabrication space, an area for upholstery, and so on. “Tools for that section do not leave that section,” Ramirez said. “Tools for the wood shop, they stay there.

You have to have a set [of tools] for the wood shop and a set for the shop itself. It increases durability, and it’s only being used for half the time. Those tools stay there and don’t move.” The techs have their own tools for working in cars, while dedicated shop tools remain as such.

Audition Audio considers a lot of factors when it comes to their own shop layout. “It is everything as far as the client experience is concerned,” Paterson said. “It is no secret that many major corporations delve as deep as … lights, or colors of specific walls to drive sales. I do much the same. Each of my displays are placed based on tendencies within human nature, while accounting for the frequency of the reason of the visit. I have then gone so far as to mix color schemes to add a level of sophistication while intermingling a sales process that disarms and endears our client to us. It is the reason why our repeat business is through the roof.”

Paterson emphasized that clients who come to his shop almost always arrive with an intent to buy. “Our industry is a luxury industry,” he said. “I need to make a point of providing an environment and an experience that reinforces their buying intent. We recently partnered with Avidworx and Businessworx to go about building a shop that will be able to maximize the amount of revenue generated per hour.”

Clutter, disorganization, and a lack of efficiency are destructive to sales and drive people away. Tammy Rowland recommended business owners find what works best for them. “Each business is different and the systems need to be created and structured to what your needs are,” she stated.

“If you don't de-clutter your space, you will have a difficult time de-cluttering your head, and vice versa.”

Paterson stressed the importance of being patient, perseverant and optimistic about the direction in which the business is headed. “The first thing that I had to learn and believe as I started down this path is that if I wanted my staff to live and breathe as I do, I needed to get them to buy in. It may sound cliché, but this was the hardest part and dictated chang ing staff at times,” he said. “I wouldn’t trade my guys for anyone.

My advice to any other shop out there is to find people who will help you even if they don’t know why or how you are doing what you do.”

Life becomes much easier when efficiency is increased. “Busy people get things done because deep down, you like to be productive,” Rowland said. But when it comes to increasing efficiency and ensuring the business is well-organized, she stated “your whole life slides into an ease of simplicity. The hamsters making a racket in your head may be taking a nap occasionally.

Having an efficient business will create the environment of prosperity and bring even more success to your door.” 

me-mag.com 35

real world retail

Left to right: Justin Wingfield, Tim Baillie, Keith McCumber, Mike Cook, Greg Noske, Scott Hirst, Robert Neilly

Despite the constant need to fight off a strong local competitor, an overbearing governmental body and high overhead costs, Soundsgood Auto has become a Top 12 retailer with two profitable stores.

WORDS BY TED GOSLIN

Keith McCumber, owner of SoundsGood Auto

T

erry Fox was an athlete who ran cross-country on one leg to raise money for cancer research, inspiring generations of people to fight the disease worldwide. Romeo Dallaire was a legendary general who rescued thousands of Rwandans during the Rwandan Genocide of 1994. Emily Murphy was a women’s rights activist who became the first female magistrate in her country. These three people all have at least three things in common.

One: they’re all known for their bravery in overcoming great obstacles. Two: those exploits made them famous in some way.

Three: they’re all Canadian.

In a business sense, there’s another person comparable, at least in tenacity and achievement, to those aforementioned icons of Canada: Keith McCumber,

36 Mobile Electronics  February / March 2016

owner of SoundsGood Auto Services. The company occupies two locations near Vancouver, British Columbia—one in Coquitlam and the other in Burnaby. The stores are each run with a crew made up of two full-time sales staff (one being the manager), three full-time installers and three part-time staff (one installer and two sales staff ). McCumber oversees the operation from a management level, helping the two managers when asked, but moreso operating as a controller.

“I take trips to find out what to buy for the stores and do a lot of training. We have a classroom in one of the facilities that we use to train staff on sales, service and installation,” McCumber said. “We also bring in people to train. We’ve had Marcel Newell of Avidworx, Del Ellis several times. Suppliers from Compustar,

Audiofrog, Audiomobile, Focal and Mosconi provide free training. We’ve also had guys up from Kingpin University and have sent guys down to attend trainings at Sonus.”

Round One Some people learn to fight through necessity and some are born with a warrior instinct.

One could say that McCumber fits the latter description. That instinct extends beyond the physical and reflects the willingness to find an outlet for one’s inner fire. For McCumber, that outlet had yet to be discovered when he was a young salesman at Majestic Sound Warehouse in Langford, Ontario in the late 1980s.

“After three months, I was promoted to assistant manager and from there became manager. I managed different stores in different cities to help them get in shape. But installation was always a passion,” McCumber said. “When given a chance to install car stereos in 1990, I jumped on board.”

McCumber soon left Majestic for a company called Multitech Warehouse Direct, working as an installer for around one year.

“I worked with a lot of great installers, bouncing around to different stores. I also competed in IASCA.” Wanting a change in scenery, McCumber moved to Vancouver due to its weather. In 1994, he started work at A and B Sound, staying for a year-and-a-half, before leaving for another shop.

After bouncing around between several more jobs over the next few years, he realized he wasn’t doing the kinds of installs he wanted to do, or working with the manufacturers he liked, and moved to Coquitlam to open his own operation doing mobile installs. “I worked in a couple

shops that were backyard, not mainstream and wanted to be more recognized as a mainstream installer. Not everyone could get the biggest products,” McCumber said.

For five years, he traveled to people’s homes and offices to install 12-volt products, but due to the popularity of his business, had no choice but to open his own shop, SoundsGood Auto Service.

“We were there nine years until we killed our competition and moved into their facility.

Our competition was around for 30 years, but because we kept evolving, we annihilated them,” McCumber said. “They weren’t evolving. Evolution is the key, which is why we continue to train here so often.”

Just before moving into the competitor’s facility, McCumber bought another company that had been around for 10 years in Burnaby. He recently moved that facility to a better location.

Thanks to a healthy dose of continuous improvement permeating each of his facilities, SoundsGood Auto is enjoying some its largest profits these days. “I’ve never done numbers like this ever in my life. We’ve made almost two million this [past] year from the pair of stores,” McCumber said. “I continue to go visit other shops to see what they’re doing to help learn and be the best at what we do. I go to CES, KnowlegeFest, SBN and PNW Expo as well.

Any time I can go for training, I go and if I can bring people with me, I do.”

There are some things, however, that no amount of training can prepare an entrepreneur to defend against.

Turning The Tables Every entrepreneur knows the challenges associated with

The company uses a training room to teach its staff the latest about product or technique in both sales and installation.

The company makes approximately 25 percent of its income from fabrication work, which is done in its well-equipped fabrication rooms, one in each facility. me-mag.com 37

real world retail the government’s role in small business.

In the U.S., types of businesses include S-corporations, C-corporations and sole proprietorships. The tax rates for those business types range between around 15 and 31 percent, depending on the type of tax distinction used. The rates are much different, however, for Canadian businesses.

In addition to being taxed for by the state and federal government, businesses are charged a goods and services tax, which has been about five percent in recent years. On top of that, regional bodies have been known to put their own preferred restrictions

on businesses to ensure that all live up to whatever standard the city sees fit to enforce in a presentational sense, according to McCumber.

even though he pointed out the contradiction with a neighboring business across the street that was allowed to do so.

Regardless of the challenges he’s faced with governmental bodies, he and his employees have taken them in stride by adhering to any policies set forth to maintain the business and establish the company’s reputation, both with the city and the public at large.

The result has been a growing popularity with customers that has pushed the company into a continuous growth pattern in recent years. That’s largely thanks to its Coquitlam location,

“I continue to go visit other shops to see what they’re doing to help learn and be the best at what we do. I go to CES, KnowlegeFest, SBN and PNW Expo as well. Any time I can go for training, I go and if I can bring people with me, I do.”

Keith McCumber, Owner, SoundsGood Auto

In one instance, SoundsGood was told that it could not place a sandwich sign (a large folding sign) roadside in front of its building. This was told to McCumber,

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38 Mobile Electronics  February / March 2016

which has paid off despite the high costs to operate there.

“The Coquitlam location was a car stereo shop for 30 years. I was coveting it for three years before we bought it,” McCumber said. “Both our locations are on a main street, where 40 to 50,000 cars pass by each day.”

The Burnaby store began in a different location than where it was originally purchased. To enhance its look and foot traffic, McCumber moved the store to what was formerly a tile shop. “The new location has glass doors, marble floors and uses Avidworx displays,” McCumber explained. “The brand is growing because of the consistency between stores. People walk in and say this is an expensive place.

Converted customers were won over with culture shock from the new look of the store.”

To establish customers when they arrive, the staff offers a tour of the facility both to show them how their vehicles will

be treated and to showcase the ideals of the brand.

“When we give them a tour of the facility, it really cements the relationship. We may be more expensive than other shops, but they get what they want,” McCumber said. “That’s the message we always want to hammer home. They get what they want.”

Supporting The Troops To win over customers, quality and customer service are top priorities for staff at SoundsGood. To achieve those goals, staff are trained regularly by some of the top names in the industry, aside from getting in-house training as needed when a new or revamped product is picked up.

In exchange for their hard work, employees are given an extended medical plan, worth $200 a month, after completing their first three months of probational employment. This coverage is extended from the traditional coverage that Canada provides all citizens and

covers mental health, drug addiction and provides better facilities than the traditional coverage. According to McCumber, the average tenure is five years, with the longest tenured employee being around nine years.

New employees must undergo a mentor system of shadowing their mentor to learn on the go. The manager mentors new sales staff while installers are trained by a designated sound expert in the installation bay. No matter who does the training, one ideal is consistently taught for all staff and is practiced when a staff member is in need of help.

“One of our core values is family. If you or one of your family members is sick or you need to stay home, text me early in the morning,” McCumber stressed. “It’s important for my people to be home for their families.”

Speaking of core values, the company has several to help shape the experience for all parties. The other values include reputation, loyalty and transparency.

me-mag.com 39

real world retail

SOUNDSGOOD AUTO FAST FACTS www.soundsgoodauto.com SoundsGood Auto is a traditional retail shop with two locations at 1420 Boundary Road, Burnaby, BC V5K 4V3, Canada and #4 - 2700 Barnet Hwy, Coquitlam, BC, Canada.

The stores are both located off main streets and see an average of 40,000 to 50,000 passersby per day. An average of 50 people walk by each store per day, as well, due to a nearby mall and large signage displayed out front. The chief marketing of the store is word-ofmouth, coupled with social media and participation in local community and charity events. The Coquitlam location has a total square footage of 7,000, while Burnaby has 3,300 square feet of space.

KEY STAFF Owners: Keith and Maggie McCumber Team Leader, Burnaby: Ruben Rivera-Arauz Team Leader, Coquitlam: Justin Wingfield

“I’m an open book. That’s how I want my customers to feel when they walk in,” McCumber said. “We take pictures of cars when they come in. When something does break, we call the manufacturer and find out how long it will take to replace, then call the customer and give them some options right away.”

The company values came from McCumber’s dealings with customers on what they wanted out of the business and how they felt when coming to the shop, McCumber said. He used his own sense of empathy to develop the values, especially when it came to loyalty.

“I’m pretty loyal to my suppliers, employees, my bank, businesses that treat us well and to people in general.

We like to give that back to customers as well,” McCumber said. “We replace a product, install it for free. My suppliers do the same for me. If there’s a problem with product, they give me a new one on credit.”

As part of his loyalty to his employees, McCumber emphasizes the importance of fairness when it comes to pay structure for all staff. Aside from receiving the best training available for employees, the sales staff operates on commission.

They receive 20 percent of the profit after the product cost. If the staff hits their monthly target, they each earn a $500 cash bonus. If a sale requires more than one sales person, staff work with each other and split the profit evenly.

“We will help each other for the good of the company. We all want the company to survive and grow to be the best thing ever in the Vancouver area,” McCumber said. “I like to keep things simple and fair. Some companies give less percentage on labor. That makes no sense to me.”

Installers are paid 40 percent of all hours billed. The company charges $90 per hour for labor, with about $36 going to installers.

Specialties are divided in general, given to whoever excels in the given category; vehicle security and remote starts are given to those specialists, while fabrication work goes to those experts. “But installers team up all the time to speed things up. They work out how many hours each person spent on a job and

40 Mobile Electronics  February / March 2016

submit a form at the end of the day,” McCumber said. “I’ll put three guys on a long job with each specialized in an area.

They will quote each portion as their own prior to starting a job.”

Both shops are equipped with a full fabrication area that includes routers, a table saw and sanders. “Fabrication is a safety net for us. We always have a car in the back over several weeks or months.

I’d say it’s 25 percent of the business,” McCumber stated.

Give And Receive Part of the company’s success stems from how it approaches its service practices. Sales tactics are part of that, designed both to gain a customer’s trust and show them that cheaper isn’t always better. McCumber extends that thought further with an idea he learned from Del Ellis that his staff uses regularly with customers.

“One of my favorite phrases is, ‘how would you feel if you found out later down the road that we offered a service that made more sense than you just trying to buy this one piece?’ We’re trying to show them what we’re about so they can make more decisions on how far they can go with their car.”

Once a sale is made, the staff must seal the deal with how it performs and how it treats customers. McCumber credits the trainings as the source for some of the company’s best practices.

“Because we’ve gone through all these trainings, we’ve learned best practices from some of the best companies in North America. We take pictures of a vehicle when it comes in. We do a time stamp, take a picture, send it to the manager so they have pictures of all product in the back. If there’s a problem, we have a time stamp of the car before we started working on it,” he said. Special plastic and clear plastic tape is used on windows and vehicles are vacuumed after each job is completed.

“Our work order system includes a check-in and check-out sheet and allocation for the installer to write in extra things. We use a lot of plastic tools. They break and are wearable but they’re worth it,” McCumber added. “We always leave

the boxes from the product the customer purchased in the vehicle. The tour provides the customer an understanding of these practices.”

Due to the high cost of insurance to use a loaner car, McCumber does not offer that as a service but does offer rides to customers who are traveling to a location that’s within ten minutes of either facility. Offering free services like this helps build the company’s reputation as a brand, which doubles as a marketing strategy.

“We spent $4,000 this [past December] on Facebook. We don’t invest in Yelp, but there’s a company down the street that spends $1,000 a month on Yelp,” McCumber said. “Google works and Facebook rocks.”

McCumber stressed the importance of selecting the right companies to partner with for marketing due to the deceptive practices he’s encountered with some companies. “Yelp used competitors’ information to try and win over SoundsGood.

I immediately went to my competitor and told them about this. I don’t work with them for that reason.”

Aside from social media, SoundsGood’s staff attend several automotive-related shows during the year, including five car audio shows. The idea is to show off the company banner and sell product at a loss to help a cause.

“We give away $100 Bluetooth units for $20 with the proceeds going to breast cancer research,” McCumber said. “We’ve sponsored baseball teams in the past and conducted food drives. But mostly, we’ve done the giveaways for breast cancer research.”

For existing customers, the company uses Businessworx newsletters, which provide closed-loop automated marketing campaigns to help bring back customers. “All customers get emailed a survey after a purchase. It’s a really good tool,” McCumber said. “I believe people who come into my stores are my boss. Why would I piss them off? They are giving me my paycheck. That’s just my philosophy.”

In that same sense, the company limits the number of campaigns it does each year to avoid wearing out its welcome and ensures it’s not losing money on its

sales. Three sales are done each year to coincide with specific seasons.

Those sales include Black Friday in December, with a 90 percent off sale, a springtime garage sale to flush out stagnant product and one for Christmas as a way to give back to the community.

“We never, ever discount labor. One of my distributors gave away a bunch of things that we get for pennies on the dollar. We’ll do 20 to 30 grand in a day for Black Friday. Not much profit. It’s basically advertising. I do it for Christmas to give back to community. I slash prices and that’s my gift to the community.”

The Good Fight For the first time in its history, SoundsGood Auto submitted itself for Mobile Electronics’ Retailer and Installer of the Year awards in 2015. The company earned

itself a place as a Top 12 Retailer and one of its own as Top 12 Installer. Needless to say, the achievement was a pleasant surprise for the company and McCumber.

“I was impressed and somewhat surprised that we got them. I have a competitor near here that didn’t get Top 12.

I’m honored,” McCumber said. Of Bailie’s achievement, he said, “Tim is an icon. He

me-mag.com 41

real world retail

Powerful Allies SoundsGood relies on key partners to help build its reputation. Here’s Keith McCumber’s take on what his vendors and distributors mean to his operation.

“We use a few key vendors in Canada as its population doesn’t support any one key player in my area. My key distributors are Staub Electronics (we have spent about $150,000 a year there buying Compustar, iDatalink and Scosche products for 11 years); B&B Electronics (we have spent $80,000 with them on Focal, Powerbass, Rydeen, Mosconi and Audiomobile products for three years); GemSen has been selling us JL Audio, Morel & Kicker for $130,000 for the last three years; Trends Electronics has been our newest vendor (two years).

They carry Helix/Brax, Sony, Hertz & iConnects. DLC Canada has been selling us Metra, K40 and shop supplies for $80,000 per year for the last 11 years.

“I enjoy our relationships. The ones that I let into our stores work with us to allow us to become the best that we can be. JL Audio has been one of our biggest supporters over the years. Their products sound incredible, their warranty service is flawless and their attitude is incredible!

I’m looking forward to seeing how the manufacturers of NavTV, BrandMotion, Rostra and Rydeen can circumvent difficult vehicle integration issues.

“As a retailer, I request that manufacturers provide me with an overthe-counter exchange policy for the entire warranty period of their products.

Canadians never seem to get that.”

42 Mobile Electronics  February / March 2016

had his own store for a bunch of years. It failed because his wife left and it screwed him all up.

When the opportunity presented itself to hire him, my first thought was no. But then after discussing it with him in an interview, it made perfect sense to hire him because he’s genuine, down to earth, giving, caring and kind— all the things you’d want from a brother. He’s got an incredible gift to transform anything you want into a dream that would come true.”

Having only just opened the Burnaby location on November 23 of last year, McCumber admitted that getting that location to operate up to company standards wasn’t easy. Especially considering his staff opened the second location without his help.

“My manager Ruben took the brunt of the crazy and made it happen. He had to overcome me. I had a vision of how it was going to look,” he said. “He ran into some troubles that prevented me from seeing that vision. It’s worked out really well.”

As a company, SoundsGood prides itself on its ability to sell any kind of product it carries very well. Thanks to its high sales, the company has been awarded achievement awards from various manufacturers over the years, including Compustar, iDatalink and JL Audio.

“We sell 500 remote starters a year, which is pretty impressive.

We do lots of vehicle security and

remote starters as a package,” McCumber said.

“Radar is a big deal in Canada; if you are caught going 25 miles per hour over the speed limit, they take your car for a week; the second time they take it for a month; third time you don’t get it back. It’s perfectly legal here to have radar detectors and laser jammers. We do our part to help the people.”

As the company continues to expand its brand recognition, McCumber hopes to capitalize by opening up another store in a nearby market. “There’s a market not too far from here that is prime for dealership work and hot rods.

It may take time to get the location considering it took three years for Coquitlam and a year to find Bunaby,” he said.

McCumber hopes the trend will land the company in a position to own four stores with 20 employees and room for growth in the next five years. Getting there, he said, won’t be easy but is achievable for anyone who follows the path he’s taken, starting with deep roots in the industry’s available resources.

“Come to KnowledgeFest. Spend money on training. This shit changed my life. KnowledgeFest is intense. I’ve learned so much. I took it and implemented it to my future,” McCumber said. “I used to take cars apart all the time. Most of the time I could put it back together but sometimes I couldn’t.

People help each other out. If I have a hard time with something, I’ll go online and ask people for help and people are helpful and kind. I’m grateful that this industry is so giving. Some of the other folks in other industries are not so giving.” 

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me-mag.com   43

 behind the scenes

Finger On The Pulse By utilizing social media strategies to capture a younger demographic, fledgling aftermarket speaker company CT Sounds has made a name for itself in short time, surging ahead with more product offerings than some of the largest manufacturers in 12-volt.

WORDS BY BILL BRAUN

C

T Sounds is a rarity in today’s zone and 12-volt industry. While some longstanding manufacturers have thinned out their offerings over recent years, companies like CT are hanging out their shingle, ready to present their gear—and their point of view—to retailers. This fledgling company broke into the 12-volt industry about three years ago, based in the Austin, Texas area.

Inventing a brand in today’s day and age requires savvy in no short supply, and in disciplines that align with how modern, younger demographics

communicate. The path taken to popularity has undeniably changed with the times, but have the requisite skills needed to please the public (and ultimately a retail shop owner) evolved beyond the capabilities of 12-volt startup?

The importance of dynamic marketing strategies has not escaped the hierarchy’s attention at CT Sounds. Casey Brammer, sales manager for CT Sounds, believes that an inclusive attitude toward marketing is mutually beneficial to the shop owner and manufacturer alike. “It helps to have the finger on the pulse of the industry, and capture it on video for

44 Mobile Electronics  February / March 2016

others to see it. From a visual standpoint, it’s something the public likes when we share it.”

With a dedicated videography department consistently delivering content, the company visits shops, car shows and industry events. This effort has been prolific, developing over 100 pieces of content, according to the CT Sounds YouTube page. The result is more video subscribers than nearly every major car stereo manufacturer with a channel offered on YouTube.

Brammer explained that diversity in the video work CT publishes is an important factor in deciding what to film. “The videos are very diverse, meaning we have

everything from a vehicle system overview, where we shoot a vehicle with a system installed in it, and we do extensive show coverage, which means we cover many major car shows throughout the country.”

The sales manager stated the importance not only of investing their manpower and time in shows, but filming their participation in those shows.

He cited an example of sending staff both to Florida and California at the same time. CT invests in participating in shows based on the belief that shows have always been part of car audio. “Back in the eighties, me and my friends were hanging out at the car shows with our cars,” Brammer said. “Now there’s been a resurgence of those shows. It’s great to be with a manufacturer that is not only there with our stores, but there with the public to get their feedback, to interact with them. I can’t tell you how many hands we’ve shaken, how many hugs we’ve gotten. People love the gear on the street.”

Be it trucks, chop-tops, sedans or otherwise, CT Audio’s videography concentrates on exploring the “cool” side of the event, and the shop it’s associated with. When visiting a shop, the videos consistently show company employees visiting stores, interacting with the shop employees and the public alike. “Car audio is fun,” Brammer stated. “It’s about excitement. We’re here for excitement.

We’re able to take a car and play back a studio recording that took hundreds of thousands of dollars to make and do it with quality, at concert levels.”

Video is a part of the marketing strategy, but another facet is their Facebook presence. With over 250 thousand subscribers, the company regularly posts information on their site about their product line, customer installations, and more. Brammer believes the value in social media boils down to the value of immediate reaction. “They can watch it, and we can talk about it right away. We have a well formulated social media presence on Facebook and a strong Instagram campaign.”

The final aspect of CT’s popularity rests in media exposure, namely magazine

CT Sounds sales team.

MESO 25MM tweeter

coverage. The company has had multiple installs featured in publications like Dub Magazine and Lifted & Leveled, as well as full page ads in Slammed Magazine and others.

Dealer Decisions Deciding what dealers to work with is an ever-present challenge for any manufacturer. As a brand, CT believes that having a wide array of components helps to differentiate them. This includes the selection most manufacturers expect like amps, components and more, but it also means having packages that a consumer would want to have in their car with a brand that the dealer will stand behind.

As Brammer puts it, something “they can call their own.”

In their experience, gaining new business relationships comes from within their own dealer networks. Often Brammer will receive referrals from the shops themselves. “Whether it’s friends, family, partners, fab guys or the owners, shops talk. When they’re doing well with the line, we get brought up a lot.”

Once a shop is recommended, the company often reviews the shop from the bay up to the front office. Whether the shop is insulating a door or fabricating a box, if they prove proficient in the bay, then they have the capacity to maximize the performance of their products. “It’s to ensure

me-mag.com 45

 behind the scenes proper installation,” Brammer said. “For example, we have a bass knob which has a voltmeter and level control. When you push it in, you can also turn the amp off and on. The amps are also able to be slaved, so you can strap them.

“If a consumer buys them over the counter, [and tries to install it themselves, unsuccessfully] they may feel the amp was bad out of the box,” Brammer explained. “When it’s installed correctly in a shop, we have a next to nil return rate. We want the equipment to be installed and tuned correctly for optimal output. When that guy goes to work, school, anywhere he rides, he goes to his friends and says, ‘I’ve got great sounds in my ride and I have CT Sounds, I got it from Casey’s Car Stereo,’ or whatever the case may be. The end user is the sales rep for that store.”

CT believes they help raise the profile of shops’ brands and vise versa. If the company approves the recommended shop, the company then trains the sales staff to upsell a quality install and get the best performance out of the gear. “As long as they don’t step on the territory of other CT Sounds shops,” Brammer added, “they have a chance with us.”

To deter price erosion, CT doesn’t allow product to be sold online by retailers.

Instead of having local shops fight over the price, limited distribution ensures there’s profitability with current product for a store. Policies like price protection, RA process, shipping and receiving and sales are all discussed up front to ensure a retailer knows all the details involved in doing business with the company.

In today’s connected world, the method of placing orders occurs in many ways.

Over the phone and email are still

common, but often orders are placed by instant message, or even by text.

They also use these mediums to confirm exactly what products were ordered and when they will arrive.

When new product arrives in the warehouse, a courtesy call is placed to dealers, but much of the company sales occur during their normal calls to the shops, simply to see how they’re doing.

Brammer describes it as “a very positive reception, because they’re doing well with the line. Often, they thank us. They tell us that it’s a very profitable line, and they compliment our customer service.”

Trainings for the company are facilitated in multiple ways. Sales training videos cover their basic selling techniques, and in-person trainings are done by reps and in-house CT staff as well.

“That way, when they open a new box it’s not a surprise. They know what the gear is, and it’s sellable right away,” Brammer stated.

The CT sales and training staff is constantly on the road. They host their own trainings to go through the full product line, and to show how everything fits together. The company found that it gives a shop the comfort level to turn products quicker, but it also gives them correct knowledge, so they can be confident they are representing the brand correctly.

Reaping the rewards of a new brand becomes easier, and with proper training, the installation speed of the gear becomes even faster.

Both Brammer and the owner, Coleman Thedinger, participate in trainings with the sales reps. The goal behind their training philosophy is one of familiarity.

“We don’t want it to be just a foreign model number that they don’t know before it’s purchased,” Brammer said. “We want the gear to have an identity behind it. When the products arrive we want them to have a comfort level, and not just be another bunch of boxes sitting on the sales floor.”

CT is confident in its reputation for big bass, especially high excursion subwoofers. The company has four categories of subs ranging from 250-1500 watts RMS, including a shallow version. Beyond the low end drivers, CT prides itself in their ability to fit in with a lot of brands without the overlap—something the shop owners appreciate. Brammer stated that “it gives them a chance to embrace us as a brand in their store, while complementing their existing product mix. Going into 2016, we’re going to have a new line of marine speakers, something our focus groups have told us is needed. For us, it’s under-promise, over-deliver, so the amps will always do more than their rated power. The amps also looks great, so it’s something the customer can show off to their friends.”

Tim Wepprecht owns Audiotistics in Victorville, Calif. and has been in the industry for 23 years. Starting out of his house, his one-man operation is now a thriving three-person shop. With much of the business consisting of higher end custom jobs, his work has appeared everywhere from DUB magazine to SEMA. One of the first customers of the brand, Audiotistics has been with CT for over two years.

When asked what Audiotistics looks for in a business partner, Wepprecht stressed, “I’m first looking for a product that I can trust to put in a customer’s car.

Tropo 4-inch Coaxial, MSRP: $249.99

Exo 18-inch subwoofer, MSRP: $624.99

AT500.1 monoblock amplifier, MSRP: $359.99

Trained For Excellence

46 Mobile Electronics  February / March 2016

It helps to have the finger on the pulse of the industry, and capture it on video for others to see it.

From a visual standpoint, it’s something the public likes when we share it.

Casey Brammer, Sales Manager, CT Sounds

I can’t constantly be replacing it. If I do have to replace it, I need that replacement right away.” The shop owner also feels that public support is vital to the brand’s success, citing the importance of showing up at shows. “I want to get our name and their name out there.” The exposure to the community plays a role in getting consumers comfortable with the brand. During a show, brands and the shop both get to show off their work, none more publicly than with a show car and “swag.”

Sustainable Substance One large factor in keeping CT Audio as a preferred brand is the price the shop can actually sell it for. Wepprecht recalled there have been brands in the past selling their gear online well below advertised retail. “I don’t even have to look at the price sheet. I can look online and find the price that I can get it for. Maybe five dollars above. With CT Sounds, we’re

price protected. We can’t get shopped on the Internet. We don’t have a guy buying it from somewhere in L.A. and selling it cheaper right down the street. I have a territory.”

Doing business with a manufacturer is not based strictly on price. Customer service and taking an active interest in the welfare of the business plays a pivotal role in who they choose to keep on the sales floor as well as who their first choice is when it comes time to sell select gear to a consumer.

For Wepprecht, one of the biggest factors in getting CT, and keeping them, is the way they treat him and his staff. “If you call them, someone’s there. No empty promises. I just call my sales rep and place an order. We have conversations like one big family. It’s a totally different ballgame. They’re making it fun, and it’s not just about the installs. We can just hang out and be like a family. They’re just cool people.” 

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me-mag.com 47

 tech today

Mastering Metal 12-volt expert Joey Knapp discusses the finer points of metal work and how anyone can master an often under-utilized aspect of 12-volt craftsmanship.

WORDS BY JOEY KNAPP

I

n the last edition of Tech Today, we looked at an amplifier installation. The installation was a little different because the amplifier was installed onto the roll cage of a car. In order to address the parameters of the build, which specified that it needed to be securely mounted, not too heavy, and minimalistic, I chose to make the amplifier-mounting frame out of metal. It is very common to use wood as a substrate

to mount amplifiers to. I think everyone who has ever installed, for even a short amount of time, has installed an amplifier on some sort of wood. Wood is not always the best choice. In the case of the amplifier-mounting frame for the roll cage, it wasn’t a possibility. A wooden frame, in that instance, would be either too bulky, or not strong enough. That is why metal was chosen to construct the frame. In that article I mentioned an

48 Mobile Electronics  February / March 2016

upcoming article on using metal in installations, and here we are!

Many, many years ago, I remember reading an article about one of the more prominent car audio shops of the time in one of the popular car audio magazines.

The article talked about the facility, the sales staff and the fabrication team. The fabrication team consisted of specialists in the areas of fiberglass, plastic, wood and metal. As a teenager just getting

his feet wet in the car audio industry, I wondered what area I would end up being a specialist in. Was I going to be a wizard of fiberglass? Would I become a master carpenter? Would fiberglass be the medium that suited me best? Would I become skilled in metalwork? The answer was that I would have to become all these things, and more. During the “car audio heyday” it might have been possible to specialize in one area, but from my experience, those days are far behind us. Now, to be successful, we have to be masters of all of those abilities and many, many more.

This article is intended to help those of you who aren’t familiar with metal work to get a cursory look at metal, what it’s like to work with it, and the practical applications for it in the field of mobile electronics. It is very important to note that I am not a “metal master”. I am a guy who has learned what he needs to know about metalworking to get him to the point that it can be successfully used to make things. Many of you might have seen the welding meme floating around the Internet with the little boy. It reads, “My dad says using a grinder to make a weld look good makes you a ‘grinder,’ not a welder”. That could be an accurate description for me. I have some welds that look great, and some that aren’t as attractive. I make sure all of them are suitable for the project’s needs, though. It seems that the majority of the things that are welded in our field have something attached to them, so even pretty welds would need to be ground down, most of the time.

If you are a fabricator who has yet to begin his or her journey with metal fabrication, hopefully you are anxiously reading for more information. If you are a shop owner, you might possibly be thinking: “I hope my guys don’t read this and start bugging me for money to buy metal-working tools.” Hopefully not, but if so, let me share a story with you that could change your view. A few articles back, I wrote about some iPad dash overlay pieces I had been building for a credit card company. We have built a number of them, and it turned into a welcomed, yet unexpected, source of income. The

opportunity to build those all came from a job that required welding. Another large corporation had contacted us about building a freestanding display, which would require a very sturdy frame to support the weight of the display. The scheduled time for the project was very short, which would dictate all of the work would need to be done in-house. Had I not had the tools and ability to weld, we would not have been able to take that job. In turn, we would have not gotten the additional iPad overlay jobs either. So, I encourage both owner and fabricator to make the move to add this very valuable skill to your arsenal.

Let’s look at some of the benefits that metal fabricaSometimes metal work is necessary to tion can bring to the realm provide the best options for your clients. Building of mobile electronics. I am this metal battery holder to relocate the battery going to share some of the in this side-by-side allowed a 12 inch subwoofer different projects which I to fit under the passenger seat. have incorporated metalworking into. These are just a few examples to let you see how benefibracket. This is one example of such a cial metalworking can be. bracket. They typically use factory bolts to securely mount a fuse holder. A quick Polaris Ranger Battery Holder and easy solution I came up with for a Side-by-side vehicles are becoming fuse holder location is to simply weld on more and more popular. Adding equipa small piece of flat bar to the battery tie ment to them can be challenging, as they down bracket, and drill and tap it for the have limited space. This Ranger needed fuse holder. This provides secure mountsome serious bass, but there were few ing with a minimal investment in time or places to put a large subwoofer. The materials. answer was to relocate the battery, which was located under the passenger seat, iPad Display Stand to the outside of the frame. This would This is the mock dash that was built for allow it to still be covered by the body a software company. Because it had to be panels, but free up the space under the portable, it needed to disassemble easily. seat. With the battery relocated, there The design called for a very thin, minwas enough room for a sealed encloimalistic, base. This was accomplished sure for a single 12 inch subwoofer. The with a ¼-inch thick steel floor plate and bracket for the battery was constructed a 2-inch square tubing frame. The space from a 3/16-inch steel bar and some inside the pedestal was used to house the ¾-inch angle iron. amplifier that powered the display speakers. The creation of this piece opened Fuse Holders the door to the company that hired us to Almost every car built at Simplicbuild the iPad frames. ity In Sound gets a metal fuse holder

me-mag.com 49

 tech today

The pedestal had to be sturdy enough to support the large pseudo-automotive dash that was attached to it.

This metal frame work made the Lighting and side-by-sides are a build guidelines we were given by the growing market. Being able to make company become a reality. custom brackets can provide you with the opportunity to take in jobs others couldn’t accomplish.

NSX Radio Mounting Bracket If you have ever installed a double-din radio in an NSX, you know what a challenge it can be. There is one company that offers mounting brackets for the installation, but they are not very substantial. A piece of ¼-inch x 1 ½-inch tubing, and some 1/8-inch flat bar stock make up the top bracket. A piece of two inch x 1/8-inch flat bar make up the back bracket.

Amp Rack w/ Wiring Rods

Using metal for this project allowed the framework to sustain the stresses of movement while weighted down with three amplifiers.

Don’t limit your thinking to just structural things. This piece provided allowed the spare tire well to retain its integrity, while providing more room for an actuator bracket.

50 Mobile Electronics  February / March 2016

The largest metal projects are typically the amplifier mounting racks. This rack was constructed to hold 2 amplifiers, a DSP, and the necessary distribution blocks. The whole assembly was designed to be bolted underneath the rear deck of a sedan. One addition to note in this picture: I consult with Bing before construction of the amplifier racks on how he will be running the wiring for the equipment. Based on the paths he will be using for wires, I will typically add in some 1/8inch round bar stock pieces to provide points for him to wire-tie up the wires.

This takes very little time, and makes it much easier to neatly and safely secure

This two-piece mounting system secures a double-din radio in the dash of an NSX. The strength of the metal allows for using thinner pieces and getting a stronger result. the wires along the rack. This is especially important for an amplifier rack such as this one, which will be installed upsidedown in a trunk.

Light Mount for Side-By-Side In another side-by-side project a long LED light bar was to be installed on the lower part of the dash, facing forward.

The generic brackets that came with the light bar would not work in this situation. A little bit of ž-inch angle iron and a short piece of two inch x 3/16-inch flat bar were cut and welded into a very secure mount for the light bar. The ability to work with metal in this project opened up the ability to place the light in a spot which the generic brackets wouldn’t allow for. An easy way to differentiate you from the competition is to be able to offer premium services like this.

Stretched Golf Cart This is a little on the crazy side. The owner of Sound Line Design, the shop I work at sometimes when I am in Florida, wanted to do something unique with a golf cart. He wanted to replace the seat with a large, 125 quart, cooler. The p

me-mag.com   51

 tech today Spare Tire Well Extension Housing

The bracket bolted to the existing bumper mount and provided a secure mount for an additional stop light.

Folding Amplifier Rack This is an amplifier rack which would almost have been impossible to build out of wood. The rack was designed to hold three amplifiers in a stair-step configuration. An actuator mounted Some bending, welding, drilling and shaping resulted in in the rear of the a fairly quickly finished project which opened the door for assembly would more custom work from this client. raise the amplifiers. A cable and pulley system pulls problem was there were batteries where on the individual amplifiers as the rack he wanted the cooler to be. Even more rises, to change the amplifiers to a vertiof a problem was the lack of room for cal orientation. There is a lot of stress on the cooler. If the batteries were moved, certain parts of this assembly. It would there would still be no room between the be very difficult to build this out of wood steering column and the cooler. The soluand not have it fail. The through holes of tion was to not only move the batteries, the main frame were all reinforced with but also to stretch the frame of the golf steel tubing to act as a reinforcement cart. Quite a bit of flat bar stock, angle bushing for the moving parts. The assemiron and square tubing were used in this bly is constructed from ¼-inch square project. The result is a frame that was tubing, ½-inch x 1 ½-inch rectangular stronger than it was before, and now has tubing, 3/16-inch thick flat bar, and some the room for a cooler.

1/8-inch C-channel.

52 Mobile Electronics  February / March 2016

Not all of the metal things that we might fabricate in our industry are for holding or supporting things. This is a pretty interesting little piece made for Bing’s Subaru Legacy. In typical Bing fashion, his installation was going to be a false floor. He planned for the subs, amplifier and processor to all be in the spare tire well of his car. The problem was space was very limited, and he chose some rather large equipment. The solution was to have the subwoofers in an enclosure in the lower part of the well, and have the amplifiers above the subwoofers. To access the subwoofers, the amplifiers would be on a motorized amplifier mounting rack. When picking out the actuator to lift the assembly, we ran into the problem of mounting depth for the actuator. We were trying to keep the assembly as simple and reliable as possible, so we wanted it to directly push the amplifier rack up. There wasn’t enough depth in the spare tire well to fit the proper length actuator. The solution was to extend the well down four inches to make room for the actuator. This piece does not support the actuator; it merely encases the brackets and actuator in metal of equivalent thickness as the spare well floor. The piece was spot welded to the floor, around the perimeter of the hold cut for the actuator. Seam sealer was used to seal it to the car, and then the whole assembly was undercoated for protection. This piece was made from 18 ga. steel.

Classic Truck Tail Light Bracket While working on the battery bracket for the Polaris Ranger job, an existing client in Lake City asked about making a bracket for a taillight on his truck. He had found a retro-looking light to add to the rear of his truck to enhance its safety and looks, but he wasn’t sure how to mount it. A little bit of time and some 3/16-inch thick flat bar stock solved the mounting dilemma. This generated some additional revenue for the shop, by using the existing tools and materials already present. This project opened up the door

for additional fabrication work for that client.

Hopefully you are now convinced that if you aren’t doing at least some metal work at your shop, then you should be. If you are just getting into this, one of the questions might be, “Where do I start?

What tools do I need?” What I wanted to do in this article was to show you the value in metalworking, and guide you on the path to starting it for yourself. To help out, I wanted to put together a list of suggested tools you would need for metalworking. Because I know not everyone has an unlimited budget, I am going to break it down into stages. The stages will range from the minimal needed to get started, up to a fully competent metalworking lineup of tools.

Stage One -Hand-held 4.5-inch electric angle grinder (I recommend the cheap Harbor Freight grinders.

They will take some abuse while working with metal, so you don’t have to feel bad if something happens to them when you only pay $15. I have yet to break one, though.)

-4.5-inch cutoff wheels -4.5-inch 36 grit flap discs -110v Mig welder with gas kit (Hobart, Lincoln and Miller are all good brands to look at.)

-Full face shield (Grinding and cutting metal can be pretty nasty, a full face shield will protect you from flying debris.)

-Welding mask (I prefer an auto-dimming mask, but buy what your budget allows for.)

-Welding gloves

Stage Two (Stage One, plus:) -Additional hand-held 4.5-inch electric angle grinder (I like to have one with the flap disc and one with the cutoff wheel. It saves a lot of time in having to switch out discs.

The grinders are very reasonable, so this

is a no-brainer upgrade.)

-220v Mig welder with gas kit (I wanted to put this on the Stage One, but I realize that these are a little more money. If you are serious at this point, sell the 110v and upgrade to a 220v model, you will be able to weld thicker metal, and for longer periods of time.)

-A MK Morse Metal Devil 14 inch metal chop saw, or equivalent saw (This will allow you to make much more accurate cuts than by hand. I recommend this type of saw over an abrasive disc saw.

The blade uses Tungsten Carbide tips for smooth cutting of steel. The cuts are clean and cool to the touch immediately after the cut. It is much more precise than an abrasive disc saw, as well. Note, saws like this spin at a slower speed than most circular saws. Do not try and take your normal wood circular saw and put a toothed metal cutting blade on it.)

-A folding welding table, such as the Strong Hand Tools Nomad table (This table, along with the chop saw, will really help the precision of your metalworking.

The table has slots in it to provide places to clamp the pieces you are welding.)

Stage Three (Stage Two, plus:) -A fixed, modular welding table, like the Strong Hand Tools BuildPro Modular welding tables (I can’t say good enough things about this table.

They are built like tanks. You will buy one of these and it will last you forever! The beauty of these tables is not only the precision the bring to your work, but also the speed. They allow you to make a jig for your pieces to be clamped to, so they can all be welded at once.)

-Strong Hand Tools BuildPro Inserta Clamps (These are the basic clamps that fit into the table holes, for securing your pieces. Get a combination of the T-handle versions and the wood handled versions. The wood handles are good for tight spaces, but don’t allow for as much torque.)

-Strong Hand Tools BuildPro Bail Lock

Bolts (These are the bolts that hold down the straight stops and right angle brackets. Make sure to get enough to clamp a few of the stops or brackets down at one time. Keep in mind you will want two of these per stop/angle.)

-Strong Hand Tools BuildPro Straight Edge Stops (These pieces are used as a guide for clamping pieces down squarely on the table. You will want a minimum of four to be able to weld a square or rectangular frame.)

-Strong Hand Tools BuildPro Right Angle Brackets (When you need to attach anything perpendicular to what you are building, these help you do it squarely. I would recommend a minimum of two of these.

Beyond Stage One, it should be noted that more advanced training could be a real benefit. Start by checking with your local welding supply store and see if they offer any free classes. Watch online tutorial videos on YouTube or welding manufacturer websites. Another good resource is your local community college or trade school. Some of them offer reasonably priced welding classes which are usually scheduled for evenings or weekends. If you make it to Stage Three, you will be doing great! From there, the upgrades would be learning to TIG weld, and adding a TIG Welder and also purchasing a plasma cutter.

I hope I have made a strong enough case to explore metalworking, if you aren’t already doing it. You will not only be bringing higher quality and more reliability to your installations, but also opening doors for more ways to make money. If you make the investment in metalworking tools, make sure your clients know about it. It is a popular trend now to have “good, better, best” fabrication displays. It would be great to incorporate some metal projects into the display area as well. The more projects you can get, the more experienced you will become, the more clients you can serve and the more money the shop can make. Everyone wins! 

me-mag.com 53

 installs

Unbroken Boat

SUBMITTED BY RANDY LEIBENSON, CAR AUDIO DEPOT, MODESTO, CALIF.

This 2006 Malibu LSV was previously taken to another shop to have a system installed but the customer was not pleased and asked Leibenson and his team to redo the build.

Equipment used included JL Audio HD amps, a Wet Sounds 10-inch Rev10, Wet Sounds XS-650 coaxials, four Stinger SPP2250 batteries, a Wet Sounds WS420SQ equalizer, RGB lighting and four JL Audio 13W7 subwoofers.

54 Mobile Electronics  February / March 2016

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 installs

Dream Truck

SUBMITTED BY COLE MORRIS, CUSTOM ENCLOSURES CAR AUDIO, BRISTOL, VA.

Hoping to create his “dream truck,” Morris decided to convert his 2005 Chevy Colorado into a masterpiece. To start, he fabricated fully customized doors, dash and pillars.

Parts used included 16 Mclaren MLM-800ND Neo 8’s, eight Mclaren MLT-60’s and four Mclaren MLT-2’s. A Kenwood head unit was used along with an iPad placed in the steering wheel.

56 Mobile Electronics  February / March 2016

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me-mag.com 57 www.InstallerNet.com • 800-444-1644

µ guest editorial

Ways To Make Yourself Unique As a sole proprietor of a newly formed business in a mobile electronics-saturated area, I have learned it is very important to differentiate yourself from the competition. As the Internet has made the sale of mobile electronics at any MSRP or MAP price more difficult, it becomes ever so necessary to make your workmanship take center stage. I have always taken pride in my installations. Co-workers always asked why I cared what it looked like behind the dash. My answer was simple: how the radio fit or looked was a reflection of the manufacturer of the pieces. However, my work behind the dash also reflected on me; if any fellow technician saw my work, I wanted them to know that whoever did the job knew what they were doing and cared about the outcome. By achieving a Master level certification has, in many ways, benefited me as an individual and as a business, and made me a resource to others. In each level of certification there was always something new to learn or a technique that made me more efficient. Here are three elements from earning Master level certification that have helped me become the person and the installation technician I am today:

Efficiency & Troubleshooting Efficiency is key; it ensures the work is performed correctly, to a high degree of quality, in a short amount of time.

This yields happy clients that can get back to their busy lives, and nets a greater opportunity to profit. The techniques discussed and communicated through each level of certification cuts down on time needed to do any troubleshooting, which is necessary from time to time. Whether it’s testing a vehicle to determine whether there’s a parasitic current draw, or troubleshooting a remote start that’s seemingly not working properly, MECP provides the knowledge, the information pertaining to the correct tools, and how each circuit can and should be tested to check proper functionality. Skills and information obtained through on-the-job training, coupled with a drill down and expansion through MECP certification, eliminates the “product swapping” game and allows each and every technician to become a more efficient and productive member of the 12-volt community.

Broaden Horizons It’s safe to say not every technician throughout the industry is well-versed in every avenue of mobile electronics. Whether you’re in a market that’s heavily driven by remote starters, basic OEM audio upgrades, custom fabrication, marine electronics or dealer upgrades, there is always an area that you’re not as comfortable or familiar with. Being in a New

58 Mobile Electronics  February / March 2016

England state, where five to six months out of the year greatly revolve around remote starters, I can easily say some of the more southern states have more business revolving around audio and custom fabrication. I personally have a passion for audio and fabrication; that’s what got me started in the industry a decade ago.

Studying for and achieving the MECP Master certification has allowed me to broaden my knowledge and enhance my ability to perform high-end audio builds with predicable results. It’s also helped me to better understand vehicle dynamics and speaker placement, and the importance of proper tuning.

It’s essential to me that I provide information to my clients regarding all of the available solutions to achieve their goals, and I never make a promise I cannot keep. Being able to predict, within a reasonable level of certainty, outcomes based on the client’s vehicle, budget, and product, makes that proposition possible.

Differentiation & Awareness From a business standpoint, the Master level certification differentiates me from my competitors, and it assures my clients of my level of commitment to increasing my knowledge to better serve them and properly provide solutions for their vehicle. I proudly display my certifications in my waiting room and on my sleeve. Increasing the public’s knowledge regarding MECP is important. Each and every person who walks into any mobile electronics shop should know to ask for a MECP-certified technician, and that the work to be performed in their vehicle will be done to industry standards. In the northeast there are not many Master certified technicians. As of August 2015, there are only four in Massachusetts and one in Rhode Island, and I know each and every one of them personally.

We have either worked together professionally in a business setting, or in attempts to share our knowledge and increase awareness of the benefits of becoming MECP certified.

Finally, in my opinion, one of the most important benefits of being Master certified is the notoriety it brings amongst my colleagues. The most positive result of being Master certified is my ability to help others throughout the industry. I am apart of many tech support groups online for 12-volt technicians. In my down and personal time I browse these groups, offering assistance to those that have questions and/or less experience than I. I think it’s important that, as a Master certified technician, I try to make the industry better as a whole, raise standards, and share the knowledge I have. We are only as good as the technician with the least amount of knowledge and experience. 

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idatalinkmaestro.com me-mag.com 59 iDatalink and Maestro are registered trademarks of Automotive Data Solutions Inc. Alpine, JVC, Kenwood and Pioneer are registered trademarks of their respective owners.

NOW INCLUDED WITH PRESTIGE PROCORE

connect to convenience optimize your journey

CONTROL

connect bluetoothÂŽ and remotely access your vehicle or connect further and remotely access your vehicle anywhere with cellular. *Additional hardware and installation required (ASCLBT and ASCL5 Cellular Device)

CONNECT

connect further with cellular and set up your user account for safety alerts and assistance with a 24/7 call center to protect you on the road. *Additional hardware and installation required.

(ASCLBT and ASCL5 Cellular Device)

LOCATE

connect further with cellular and track your vehicle, ability to assist with stolen vehicle recovery by sharing your vehicles current location.

www.carlinkusa.com/BT/ Download your Carlink BT transmitter from your smartphone app store.

iTunes App Store and iPhone are trademarks of Apple Inc., registered in the U.S. and other countries. Android is a trademark of Google Inc. Use of this trademark is subject to Google Permissions. Š2016 VOXX Electronics Corporation - A VOXX International Company

*Additional hardware and installation required.

(ASCLBT and ASCL5 Cellular Device)