Mobile Electronics Magazine March 2017

March 2017

me-mag.com

TM

2017 SPRING TRAINING Everything you need to know - page 29

!

T S E V N I o t T S ou the Y E l l B e T s s ’ It tallation Experttimum Shop Ops 3 Ins or Op f d e e N u Tools Yo

, Frame s t in a P , s t h ig L Part 3: , d il u B e s a c w Sho

Trucks & Trinkets?

Greg’s Custom Takes Local Market Cues to Determine Diversification Strategy

optimize your senses

RVC910

RVC1100

RVC1500

RVC180B

Wide Viewing, 120º view, 0.3 Lux

OEM look, Stick On mount super wide, 160º view

Mini Surface Mount Camera Incredible Low Light !

Split Screen 180º Rear/Front Camera

BACKUP CAMERA TECHNOLOGY ! IR LICENSE PLATE CAMERA WITH “DRS” ACTIVE PARKING ASSIST LINES

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RVCLPM (Chrome) RVCLPMB (Black Chrome)

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IR License Plate Camera 120º view

“DRS” active parking assist lines !

“DRS” active parking assist lines show car turning trajectory

TLP100IRBL

High sensitivity 1/3″ DSP color CCD Lux 0.3 @ F2.0 140° viewing angle

UNIVERSAL HEADS UP DISPLAY NEVER TAKE YOUR EYES OFF THE ROAD

ON STAR ! OE STYLE REARVIEW MIRROR WITH BUILT IN 4.3” LCD (MANUAL DIMMING)

• 4.3” LCD Rear View Mirror with OnStar !

• Manual Dimming • Includes Cable Adaptor • Adjustable Parking Lines

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OE STYLE REARVIEW MIRROR with Built In 4.3” LCD (Auto or Manual Dimming)

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Rear View Mirror Monitor

RVM430NG

RVM430MMD RVM430MAD

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5” Display with bluetooth to android smartphone function HUD500BT

OEM GRADE MICROWAVE BLINDSPOT SENSOR SYSTEM

3” Display

HUD300

USB POWERED PODS AND EXTENTIONS

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Microwave Radar will work in rain, snow and even through mud !

Dual USB Power Output

Dual USB Power POD with Mount

12 VDC Input

Round flush mount

Dual 2.1A / 2.1A Output

USBD12V

1 amp & 2.1 amp USB output

USBR12V

Indicator LED Lights

BSS300R

Volt Meter

DVM100/DVM200

HDMI / USB Extension

USBRHDMI

u o y e Ar

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10.2” OR 17” WIDESCREEN FLIPDOWN WITH WIFI STEAMING

10.2” MOTORIZED FLIPDOWN MONITOR WITH WIFI • Built in Wireless Wifi HD receiver • USB Input • AV + HDMI inputs • Wireless FM transmitter • Led Dome lights • IR Remote control • Wireless IR headphone transmitter • Motorized Auto (Up / Down)

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10.2”

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AXFD102HDWF

CAR ENTERTAINMENT SYSTEM WITH BUILT-IN DVD PLAYER / GAME CONTROLLER • High Resolution Digital Panel • Works in all type of Cars • Multimedia DVD Player • Supports 3-In-1 SD Card Slot, USB, DVD • HDMI Input • Game Controller and remote • Slim Design • Touch Button Controls • Dual IR Wireless Headphone Transmitter Built-in

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Wirelessly Stream !

Volume 34// Issue 3

Ad Index 12 FEATURES 12 // What’s Happening: Progressive Expands Services

Specialty retail has taken on a whole new meaning in the modern age thanks to a plateau of car audio profits and an increase of specialty equipment work. Former retailer Alan Binder explains how he was able to make a profitable business by getting into specialized fields like breathalyzer installation, emergency vehicle product installation and window tinting.

Accele Electronics ..................................... p. 2 & ®3 Alpine Electronics ............................................ p. 59 American Bass .................................................. p. 45 DD Audio ............................................................... p. 15 Elettromedia: Hertz ........................................ p. 23 Escort ....................................................................... p. 5 Harman: Infinity ................................................ p. 57 InstallerNet ......................................................... p. 37 JVC ............................................................................ p. 13 Metra: Axxess .................................................... p. 10 Mobile Electronics ................................. p. 29-32 Orca: Mosconi ...................................................... p. 11 Scosche ................................................................. p. 16 SiriusXM ................................................................ p. 17 Sony .......................................................................... p. 7 Wirez ...................................................................... p. 45 Voxx ....................................................................... p. 60

18 // Q&A: Glenn Ihrke

For 45 years, Glenn Ihrke has been a service to the mobile electronics industry both as a retailer and manufacturer at Alpine Electronics and Harman. Now retired, Ihrke looks back at his career and reflects on changes in the industry, as well as what the future holds for 12-volt.

26 // Real World Retail: Greg’s Customer Audio, Video and Car Stereo

Greg Tackett worked at his father’s car stereo shop for over 35 years, but after his dad passed away, he was given a choice: continue with the same kind of shop or start anew with his own concept. After selecting the latter, Tackett turned his show into a Top 50 mainstay, offering specialty services and a store-within-a-store to attract a new demographic.

38 // Behind the Scenes: JVC Mobile

To mark its 35th anniversary, JVC Mobile is pushing its previous limits by diversifying its offerings with backup cameras and evolving head units.

42 // Strategy & Tactics: Tooling for Profit

Having the right tools in your shop can make the difference between taking on more profitable work and staying stagnant. Installation veterans like Tom Miller and Jamie Schuh weigh in on the topic.

46 // Tech Today: The Showcase Build, Part 3

Installation expert Joey Knapp continues with his Porsche Cayenne SEMA build by explaining how to create a small trim piece, plus how to fabricate the amplifier mounting framework.

On the Cover

Creating the cover design is a continuously changing process that always relies on what kinds of photos the editorial team is provided by the 12-volt community. This issue, we had a slight change of pace, as the tooling piece, which was originally scheduled to run in the February issue, got moved back to this issue. As it turns out, it was a blessing in disguise thanks to the memorable shot of Tom Miller we received. Let that be a lesson: no matter how hard you plan, sometimes the best things come at the last minute.

COVER DESIGN: SOLOMON DANIELS AND ROBIN LEBEL

4 Mobile Electronics  March 2017

42 ARTICLES 20 Retail News/Who’s Who 52 Installs

DEPARTMENTS 6 Editor’s Forum 8 Feedback 9 Stats 10 Helpful Stuff 24 New Products 56 From the President

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editor’s FORUM Don’t Sleep on This Smarty-pants Word Companies today use hot-button words to say a lot of nothing and sound good doing it, but one word in particular is actually worth something.

E

ngagement is a cool word. In partnerships, it signals the period when two people commit seriously to lifelong companionship. During the engagement period, they proactively interface with friends and family to tell everyone that what was two will be one, and they'd better get some pretty nice gifts.

The word engagement is also used heavily in marketing to describe the relationship between a company, business or brand and the people or businesses it wants to attract. It is a given that a higher level of engagement results in better chances for longterm client relationships.

Unfortunately, you hear the word so much—especially in the context of social media—that it becomes just another one of those words we try to use to make us sound smart.

But there's power here. Let's not gloss over it.

We think we are good at engaging when we say hello to a customer who walks in our store, or when we give a polite, snappy greeting with every phone call. We do it with the goal of appearing nice so that someone will buy something from us. This hopefully gets us to hearing the customer's want. Then the sale is either made or not, and we hope we've done enough to get the customer to come back.

But have we engaged? I would say no. And here's why.

The reason many businesses handle engagement poorly is that they are focused on the incorrect result. They think the point of engaging is to create a sales opportunity. However, sales is not a direct result of engagement, but instead a byproduct of the trust that is built. In other words, if you want customers, sell. If you want clients, engage.

In our typical customer interaction, the customer comes to us.

The customer explains his or her want or need. The customer must decide to believe we know what we are talking about. The customer is under pressure to buy. The customer pays for products and services rendered. Then the customer hopes that we don't ruin their car. That's not engagement. That's a one-sided sales transaction.

6 Mobile Electronics  March 2017

Engaging establishes trust by showing that—like the customer—you are willing to be vulnerable. What did we share in that scenario? Ask questions that dig past the want and get to the root that established it. Was it fear of something, or esteem fulfillment? Find the fear or fulfillment point. Then—and this is the most important part—relate to it with a personal experience that reflects your own time when you felt that same fear or fulfillment point. Now you've shared, and only now does a customer feel like you really understand their situation. That's the start of engagement.

True engagement is not limited to face-to-face interactions.

You can apply that same strategy in other parts of your business.

Your advertising: When you write copy, don't spout features.

State a problem, solve the problem with your product, then describe the benefit. Only after these are established do you employ a sense of urgency (limited supply, etc.).

Your POP and imagery: People are attracted to other people.

Instead of pictures of products, show pictures of happy people; customers who are smiling because of the impact the product has had on their lifestyle, workflow or ego.

Your social media: If you’re doing any camera work for posting to your social media pages, follow the same principles of relating to your customers’ fear or fulfillment points before presenting your solution. Showing off a cool install? Talk about how you dreamed of having a car this cool when you were in high school. New products? Talk about how it would eliminate a fear or provide fulfillment for you. And don’t be afraid to be a little self-deprecating if the situation permits. Customers don’t relate to perfection.

Being successful in business is about meeting needs, but more importantly, it's about solving problems. Behind every superficial want is a reason why that want came about. If you can relate to that—in a professional way, of course—then you create an engagement that will turn into a lifelong customer relationship. 

 feedback

Home Improvements

To boost slower seasons, David Phillips altered his business strategy to include deposits to lock in appointments, while Jason Maron has customers leave online inquiries to prep for business.

ADVERTISING SALES Kerry Moyer 978.645.6457 • kerrym@mobile-electronics.com ®

EDITORIAL Solomon Daniels 978.645.6463 • solomond@mobile-electronics.com Ted Goslin 800.949.6372 ext. 466 • tedg@mobile-electronics.com Creative Layout and Design: Robin LeBel

"We started requiring deposits to setup an appointment. We only require $20 if the ticket doesn't require special order items. It seems to weed out most of the 'no call, no show' people that waste our time.

Most customers took well to it. I was afraid it would seem insulting at first.

It turns out it just separates serious clients from price shoppers." David Phillips, The Sound Shop, Indian Trail, N.C. "If you want to strike at the monster that is the Internet, the first best thing that you can do is have it in stock and be able to put it in immediately (same day)." Hal Smith, Audio Advantage, Columbus, Miss.

"Local Advertising is a MUST. We strongly stress shopping locally owned businesses to keep money at home and emphasize local warranties. With NO CREDIT financing, layaways, and 12-months, we make it EASY to shop at Car-Tunes, Inc." Kimberly Trainer, Car-Tunes, Inc., Greenville, Miss.

"Coats For Kids: why are you not doing it? This is always a very successful promotion for us even with the warmer winter, we did amazing and booked until the end of February."

Eric Carter, Cartronix, Valparaiso, Ind. "Better planning for large projects to go along with the large upswing of walk-in business." Bryan Taylor, HiTek Car Audio, Sherman, Texas "The biggest thing for us was to get focused on our core and let others focus on the things that pull our

8 Mobile Electronics  March 2017

attention away. We hired 1Sixty8 Media and Modern Media Geeks that has helped a lot with our online marketing. Stay focused on client service and relations; that has been our biggest secret." Parish Tanner, Ocala Car Audio, Ocala, Fla. "On our website, customers can do an inquiry on what they are interested in. Customers take the time to fill in their information instead of picking up the phone to call. We responded back within 24 hours or less. Almost all the customers respond back with 'thank you for the quick reply.' If a customer does an inquiry online, what is the average response time? We feel the customer wants the answer as soon as possible just like if they picked up the phone to call the store." Jason Maron, Osprey, Norwood, Mass.

"This year we really stepped back and listened to the customers.

They want telematics and two way remote starters. Nobody wants to be limited by short range." Jeremy Czech, Muntz Audio Video, Green Bay, Wisc.

"Know YOUR market and YOUR business! Know how much and of what you sold last year and have a realistic plan to exceed last year's numbers!" David Sewell, Auto Trim Design, Frederick, Md. "It's important to prepare for increased foot traffic, so that the client gets the same prompt, courteous attention that they do any other time of year." Rob Paterson, Sound Auto, Hamilton, N.J.

Contributing Editors: Jamie Sorcher, Laura Kemmerer and Rosa Sophia.

Published by TM

mobile electronics association

Chris Cook, President 978.645.6434 • chrisc@mobile-electronics.com Kerry Moyer, VP Strategic Partnerships 978.645.6457 • kerrym@mobile-electronics.com Solomon Daniels, Dir. Media and Communications 978.645.6463 • solomond@mobile-electronics.com Richard Basler, Dir. Technology Solutions 978.645.6449 • richb@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. (ISSN# 1523-763X) 3) Copyright © 2017 by the Mobile Electronics 4) Date of filing: Sept.

1, 2016. 5) Frequency of issue: Monthly. 6) No. of issues published annually: 12 7) Annual subscription price: $35.00. 8) Periodical postage paid at Lawrence MA and additional mailing offices. 9) Complete mailing address of known office of publication: 85 Flagship Drive, Ste F, North Andover, MA 01845. 10) Complete mailing address of the headquarters or general business offices of the publisher: 85 Flagship Drive, Ste F, North Andover, MA 01845. 11) 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 12) Owner: MERA, Mobile Electronics Retailers Association, 85 Flagship Drive, Ste F, North Andover, MA 01845. 13) Known bondholders, mortgages, and other security holders owning or holding 1% or more of total amounts of bonds, mortgages or other securities: None. 14) Tax Status: Not applicable. 15) Name of Publication: Mobile Electronics. 16) Issue date for circulation data below: August 2016. 6. a) Total no. copies (net press run) Average: 12,484 Single Issue; 12,826. b) Paid/Requested mail subscriptions Average: 6834, Single Issue: 6826. c) Paid sales through dealers, etc.; Average: 0. Single issue; d) Requested distributed by other classes of mail: Average: 531, Single issue: 520. Total paid and/or requested circulation; Average 7365. Single issue: 7346. e) Non-requested distribution by mail; Average: 4382 Single issue: 4223. Free distribution through other classes of mail: Average: 0, Single issue: 0. f) Non-requested distribution outside the mail; Average: 325. Single issue: 750. g) Total non-requested distribution; Average 4707, Single issue: 4973. h) Total distribution; Average: 12,072. Single issue: 12,319. i) 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%. 17) POSTMASTER: Please send address changes to Mobile Electronics, 85 Flagship Drive Suite F, North Andover MA 01845-9998

 stats

Retailers chime in on what they look for when crafting the perfect staff for their install bay.

We have enough

We have enough

Current Staffing Situation at Your Store for Installation Technicians

We could use part-time We could use part-time help help We need one orone twoor full-time installersinstallers We need two full-time We need 3 or more full-time installers

We need 3 or more full-time installers

Always looking for someone with more Always looking for someone with more experience

experience

Level of Installation Technicians You’re Looking For Strong window tinter with some installation competency Entry level with passion and enthusiasm Entry level with MECP certification Competent security/remote start/wiring specialist Competent audio/video specialist Highly experienced technician Highly experienced fabricator 0%

10%

20%

30%

40%

50%

60%

Amount Of The Following Used To Train Installers In-House None

A Small Amount

A Decent Amount

A Good Amount

A Lot

Time to Train

5%

43%

32%

12%

7%

Expertise to Train

2%

23%

21%

21%

32%

Structure to Train

7%

29%

36%

14%

13%

me-mag.com 9

 helpful stuff Books: What Color Is Your Parachute?

By Richard N. Bolles

http://www.penguinrandomhouse.com/books/537247/what-color-isyour-parachute-2017-by-richard-n-bolles/9780399578212/ Maybe this is the year you look at what you’re doing professionally and decide to change things up a bit. Considered a long-standing, trusted guide for your job search, What Color Is Your Parachute, written by career guru Richard N. Bolles, has been given an update for 2017. With a more challenging job market than ever before and online applications the new norm, the time-tested advice is suited for everyone from recent high school grads to workers who want to make a change mid-career. This revised edition combines classics like the Flower Exercise—which helps you define who you are—along with updated tips on social media and search tactics. Bolles helps simplify the job-search process from resumes to cover letters to interviewing to networking. With over 10 million copies sold across all annual editions, it has up-to-the-minute information and advice for anyone looking for a job or contemplating a career change.

Sites To See:

FiveThirtyEight

https://fivethirtyeight.com/

This website offers an interesting roundup on topics like sports, science/health, economics, and culture. FiveThirtyEight was created by analyst Nate Silver, an American statistician and writer. He is not only the editor for ESPN’s FiveThirtyEight, but a special correspondent for ABC News. Silver first gained notoriety for developing a system for forecasting the performance and career development of MLB baseball players. After Silver successfully called the outcomes in 49 of the 50 states in the 2008 U.S. Presidential Election, he was named one of the The World’s 100 Most Influential People by Time in 2009. In the 2012, U.S. Presidential Election, Silver correctly predicted the winner of all 50 states and the District of Columbia.

10 Mobile Electronics  March 2017

Apps/Software:

Next Lock Screen

Services:

AAA

https://play.google.com/store/apps/details?id=com.microsoft.next&hl=en

http://midatlantic.aaa.com/non-member

If you’re on the sales floor, in the car heading to your next appointment, or handling something in the install bay, it is best to have a screen lock on your phone. Next Lock Screen is perfect for busy professionals. For starters, it locks your phone with a PIN or pattern code. You can view missed calls and texts as well as notifications from Facebook and Gmail.

Smart Contacts, which is designed to learn your recently called or texted contacts. These are displayed on the lock screen so it’s easier to access them. You can also launch your most-used apps with the built-in app launcher. You can also check local weather with automatic updates.

Customize your wallpaper based on your location.

If you’re a sales rep, if you spend hours or even days on the road, then an AAA membership is perfect for you. If you need a new battery, the association will deliver a new AAA Battery—and install it on the spot. Same if you need a window replaced, and there are nearly 400 AAA auto repair shops that offer quality repairs and maintenance. It’s about much more than just the trusty roadside assistance—it opens a gateway to exclusive savings and benefits, too, with certain retail shops and establishments.

There are Classic, Plus, and Premier level memberships that are well worth the peace of mind.

me-mag.com 11

 what’s happening

e v i s s e r Prog s d n a p Ex s e c i v r Se California retailer offsets falling sales with window tinting, emergency vehicle services and breathalyzer installations.

WORDS BY TED GOSLIN

T

here are many components that make up a sound system.

There’s a head unit to handle music, navigation and Bluetooth functions, tweeters for the high end, coaxials for the mids and a subwoofer for the bass. To send the signals, an amp, preferably with DSP, is used to maximize the audio output to those speakers. Finally, it requires a skilled installation technician to bring all the components together to create a cohesive sound system.

The same could be said of the types of products and services a 12-volt shop sells to its customers. And like sound systems, there are many different products one could choose from to create a shop’s offerings. While a standard car audio shop might focus mostly on selling the

12 Mobile Electronics  March 2017

standard “deck and fours,” some stores have had to expand their offerings to keep up with new technology and declining car audio sales.

During his 25 years as a mobile electronics business owner, Alan Binder came to learn this modern truth well, leading him to diversify his business in multiple directions. Seeing a steady decline in his car audio business forced Binder to look into other revenue sources for his chain, Progressive Mobile Electronics. Binder transformed his chain into a diversified example of how a 12-volt business can find its niche in a variety of categories, including window tinting, breathalyzer installations and emergency equipment product and installation.

Retail U-turn After selling his share in a successful restaurant chain that employed over 7,500 employees, Binder decided he wanted to take the money he’d made and fund a different kind of business. It ended up being Progressive Mobile Electronics, a chain of stores in San Diego, Calif.

Since buying the company in 1991, Binder expanded beyond just car audio with a several categories. “90 percent was pure retail and 10 percent was dealer business going to install radios and speakers in cars on those lots. By May 2016, 55 percent of the business was retail, 35 was emergency equipment and the other 15 percent was window tinting.”

Binder admits that the emergency equipment business is a great place for

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Android Auto works with devices using Android 5.0 software or higher. Some devices may not yet support Android Auto, see the Google site for the latest list of compatible devices. Android Auto and its logo is a trademark of Google Inc. Apple CarPlay works with iPhone 5 and newer phones.

Apple CarPlay and its user interface are trademarks of Apple Inc. For safety, various touch-screen functionality is disabled while the vehicle is in motion. See your local authorized dealer for more details. All logos are registered trademarks of their respective owners.

@JVCMobileUSA

@JVCMobile

WWW.MOBILE.JVC.COM me-mag.com   13

 what’s happening

“What [dealers] need to do is differentiate themselves from high-end stereo shops, run-of-the-mill stereo shops and big box stores. You need to hire installers that are not only skilled but can handle any type of business.” Alan Binder

Alan Binder worked for 25 years to build his chain of 12-volt shops, relying heavily on different product offerings like emergency vehicle work and window tinting.

retailers to make revenue thanks to the business model available in that area.

“That’s a business that will be there forever. Police, fire, FBI, DEA, sheriffs and Homeland Security are included in that category. We concentrated on undercover vehicles,” Binder said. “The problem is that the barriers to entry can be quite high. It’s not the cost of getting in, but it’s being able to find the right contact in these government institutions that’s very difficult.”

To gain initial entry into emergency vehicle work, Binder recommends making friends with a local government agency like a police department. If you have a particular goal in mind, it doesn’t matter which agency you start with since the field is very close-knit.

“People who work in the sheriff’s office will talk to people with the police, who will talk to people in the FBI. They all know each other. Once you’re in with one of them, you can get in with the others, but it’s difficult to get in with the first one,” Binder said. “It’s also difficult to become a dealer with those necessary equipment brands. Federal Signal, Code 3, Whelan, Soundoff Signal—they have their dealers and protect their dealers

14 Mobile Electronics  March 2017

very well. Initially, you’ll pay a lot more to a distributor than you would direct, so your margins are going to be minimalized. You’ll have to get in with a 10 to 15 percent mark-up when you’re used to a 25 to 30 percent mark-up. You also have to have skilled labor to do this work since consistency is of the essence.”

The bidding process can be quite rigorous as well, according to Binder, with up to 50 or 60 pages of documentation often needed due to the high level of consistency required. But thankfully, once a shop is in the system, they’re in for good.

“Every store in the stereo business has the ability to be in this business. Particularly in small towns with a police department. I’ve seen police departments send vehicles over 200 miles from L.A. to San Diego to get done,” Binder said. “It’s just the difficulty to get into the business.”

Throwing Shade Another accessible business category that Binder explored was window tinting, which offers high margins. The only catch is whether to do the work in-house or to go through a third party.

“It’s very profitable. There are low barriers to entry. Window film is readily and easily available. The highest cost is your labor,” Binder said. “You can start by using outside contractors. You’re not going to have work for a tinter every day.

Good tinters are very hard to find. I had guys for 12 years that were reliable. When you do find them, they can make you a lot of money.”

Window tinters are paid between 28 and 40 percent of each job, with the film costing around 12 percent, Binder explained.

Excluding overhead costs, pure gross

margin can be anywhere from 38 to 52 percent.

“There are three or four really big companies in window tinting. We were dealers with SolarGard. There’s a also Madico, Llumar and 3M. Those are the major companies,” Binder said. “In order to sell their product, you generally have to be a dealer of their product. The manufacturers’ product is better than you’d get through distributors but it’s more expensive as well. I’ve always maintained that people don’t come in to your store asking for SolarGard or 3M tint. They ask for window tint, which is why you don’t have to be a dealer of any of the majors as long as the film is reliable. The quality of the install labor is super important.”

Each state has different laws on the levels of window tinting that can be used on a vehicle. “California says you can tint the back windows as dark as you like. The front driver and passenger windows you can’t put a film darker than 72 percent VLT (Visible Light Transmission),” Binder said. “Films are designated by their percentage. The higher the percentage, the more light comes in. 72 is virtually clear, but five percent would be dark because it only allows five percent of visible light to come through.”

Jag Rattu, owner of Audio House in Napa, Calif. believes in educating customers on the different levels of window tint available, in addition to the quality each company offers. “A lot of customers don’t know the different levels of tint. You start educating customers, everybody goes with the better choice,” Rattu said. “We carry Ultra Performance, which has nano technology. Put your hand in front of it, you don’t feel heat. Nano particles block

the heat. Tesla says to only use Ultra Performance by SolarGard or Crystaline by 3M for its vehicles. Not having nano particles can mess with the GPS, AM/FM reception and solar panels. We’ve done so many Teslas because of that.”

Heavy Breathing If window tinting and emergency vehicles don’t quite fill out the bottom line of a business’ revenue stream, there is always the breathalyzer option, according to Binder. “We would get maybe $70 for an install, maybe more,” he said. “Then they would send it back to us once a month to change out a filter and we’d get $25 for that 10 minute job. The customer pays you immediately, no need to bill the manufacturer. The company wouldn’t pay you.

We would get six to 10 of those a week.”

For Jag Rattu, living in a wine-rich city like Napa offers up great opportunity in the market. Making a profit on it, however, isn’t as straightforward as one might think.

“One day we had a friend of mine who got a DUI and he needed a breathalyzer. He was at my store.

He got it installed somewhere in town. He said they didn’t know how to install it properly and said we should do it,” Rattu said. “Then Intoxalock is one of several breathalyzer I thought, ‘Why do manufacturers that customers can lease devices from, we pay so much for allowing the specialist to earn labor dollars. social media and advertising? To get people to come into our store.’ This would the product being leased rather than be an easy way to get people into our sold. A retailer must become an authostore and see what we offer. The add-on rized dealer of breathalyzers with a sale was the main reason we did it and it manufacturer. The process begins with worked.” government paperwork and approval.

The breathalyzer business is different “First you have to register with the DMV from dealing in other products due to and state with the Mandatory Actions

me-mag.com 15

 what’s happening The BAR came in here the other day doing a huge investigation on breathalyzers.

They told me they wanted to make sure it was fair for the installers because they felt a lot of breathalyzer companies were Installing lights and sirens on emergency vehicles making up their offers shops a solid revenue stream, but requires work to own prices and tap the market. not respecting the installation rates of shops. They have a Unit. They’ll do a background check on rate they want us to go by, but its fair, it’s your company then they’ll call you, have based on each individual vehicle.” you fill out some more paperwork, give There are around 12 to 15 companies you a small questionnaire, a test, then that deal in breathalyzers in California, they approve you,” Rattu said. “You have Rattu added. Companies vary in the type to have a BAR license (Bureau of Autoof device offered, with some requiring motive Repair) but also BER (Bureau only breathing into the device, while of Electronic Repair) will work, too. others need the driver to huff and puff

16 Mobile Electronics  March 2017

repeatedly. The prices vary as well based on the level of the offense, which may require a more complex device. Some companies have preset labor rates, while others allow dealers to set their own rates.

“Intoxalock lets us set our rates. We usually charge like 95 bucks for an install. It’s 95 times two for push-to-start and BMW or Mercedes is 95 times three. Every 60 days, we charge $25 for recalibration,” Rattu explained. “The second company we use, Low Cost Interlock, makes the price, which is $60 for install. Push-tostart is $150. The difference is, when we get to set our price, we make a little bit more money.”

Each calibration is done by plugging the breathalyzer into a computer at the shop, which logs all uses of the device by the customer and sends the information to the DMV. Then, the device’s cartridge is refilled with C02 and a dry gas standard of ethanol and nitrogen.

Be Prepared

Audio House in Napa, Calif. uses a special window tint with nano technology, which brings in lots of Tesla work due to the delicacy of its internal hardware.

Creating a unique store offering that sets it apart from all competitors and connects with a solid range of customers requires experimentation. If the standard product channels of car audio, video and fabrication don’t fill out a shop’s bottom line, looking into more specialty options like window tinting, breathalyzer installation and emergency vehicle services could be ideal. But it doesn’t end there. Diversifying with the capabilities of technicians is also critically important.

“What [dealers] need to do is differentiate themselves from high-end stereo shops, run-of-the-mill stereo shops and big box stores. You need to hire installers that are not

Rock Your Ride

only skilled but can handle any type of business,” Binder said. “The public appreciates companies with employees who have been with you for a long time. You can’t compete on the price of selling a stereo. You’ve got to find ways to keep your guys trained on the latest technology. I know it’s difficult because you want to keep them in the vehicle all the time. You’ve got to look at it as an investment.” 

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me-mag.com 17

 q&a

After spending 45 years on both sides of the counter, 12-volt industry veteran Glenn Ihrke sits down with Mobile Electronics to offer insight for the industry based on his vast experience in the business.

WORDS BY TED GOSLIN

After 45 years of service to the mobile electronics industry, having held positions at the retail and manufacturer level, Glenn Ihrke has officially retired.

In 1972, Ihrke began working at a retail store as a salesman after attaining an anthropology degree in college. Working at several retail stores, Ihrke developed his skills in the business, enough to become a manager.

His next career move would take him from the retail level to manufacturer level when he joined Alpine Electronics in 1983. He would work for the company for 26 years, moving through the roles of regional manager, up to vice president of sales for North America.

Ihrke then moved on to Harman, where he spent the next five years developing and refreshing the company's car audio division.

Today, Ihrke stands atop the hill of retirement, overlooking the valley that is his career, with the outlook of a man who has seen many changes in 12-volt during his tenure. He sat down recently with Mobile Electronics to discuss his perspective on the industry.

18 Mobile Electronics  March 2017

Q: What was the industry like when you got started?

A: The cassette was just being introduced in head units. Subwoofers didn't exist yet. Amplifiers were a rarity in itself. They were called EQ boosters back then. Then amps and subs came in and the transition to CD players took place.

Back then, people didn't want to let go of their cassettes yet. So the transition became CD changers, controlled by in-dash cassettes. Then in-dash CDs came in, where changers became less important. Then iPod controllers came.

I remembering we the first to introduce Alpine iPod controllers. It was called the CDA9827. You plugged the white cable into it and the controls showed up on the in-dash readout. You couldn't sell anything without it within a year.

From there, Alpine got to be a huge player, but like everyone else went through huge struggles as market crashed in 2008. At that point in time, Alpine had to make changes in the aftermarket management, which left me out looking for jobs. That brought me to Harman and I was left to run car audio in the Americas. I really was the car audio sales guy; setting strategy, working with product guys to develop product. Car audio had been ignored as they reworked the consumer division. I was brought into to do the same for car audio. So what we really had to do was lay out a strategy on where we wanted to go with the brand and how we wanted to go to market.

We were seeing double digit growth for at least three years. We completely redid the Infinity line, and a new highend component line called Kappa Perfect. We came out with Bluetooth streaming amplifiers without having to replace the factory head unit. We also reinvested into the marine category, which is just starting to come to market now. If you look at the Infinity brand, our oldest product is a year old. It's the same with JBL. The objective with Infinity was to gear it to the specialist channel and gear JBL toward a broader-based market. We were very happy to come up with that kind of growth.

Q: Just like retail, you as a manufacturer have lived through the transition of leading the technology race to now having to cater to the whims of Smartphone developers quickly advancing OEM systems.

Can you give us some insight on how these changes impact our industry at the manufacturer level? What are some of the tough decisions you've had to make?

A: If you take a look at what's going on starting at the head unit side of it, everything is in decline except for devices with Android Auto and CarPlay built into them. When I started in this industry, the sources were stationery. Whether it was albums or 8-tracks, whatever it was, you didn't take it with you. Now, everything has to be able to control what comes around with you in your pocket. That puts incredible opportunity out there for the aftermarket to interface with the dashboard. We've got to find a way to interface and continually update that dashboard. One of the problems the carmakers are going to run into is that it takes several years to develop a new product line, then it takes years to update. The opportunity of the aftermarket is to update the manufacturer's system on a continual basis and be able to upgrade that sound system with new technology. It requires a specialist to

do. You can't buy it online or at big box stores.

As for tough decisions, there were several radical changes that had to be dealt with. The shift from in-dash orientation to amp, subwoofer, to a back-end, interface focus. How do you make this stuff easy to use, reliable to present to the consumer and be functional? The solutions being offered by car manufacturers are all over the place. There's no universal product. We wish there was a black box that worked with every car but it doesn't work that way. From a retailer's standpoint, how do you position yourself in a world of e-commerce? Car audio, because of the labor intensive business it is, requires skilled installation to make it work. It doesn't lend itself to e-commerce. There are some like Crutchfield that do a tremendous job, but the Internet tends to squeeze out profitability from hardware. In the old days, installers used to be focused on selling hardware, but now they're focused on installation. The hardware is secondary.

That to me is a great direction for aftermarket car audio.

Q: Is transshipping still an issue in our industry? Is it bigger or smaller than before?

A: Yes. It's very much the same as it's always been. Going back to pre-Internet days, there's always a constant noise out there. You had to spend resources and energy to keep it at a lower level. If you just let it go, it'll destroy your business.

You spend a lot of time tracking down sources, eliminating sources. Whether it's inside or the outside country, it's a constant battle for manufacturers to fight. I don't think you can ever eliminate it but you do your best to keep it as low as possible. At Harman, we tracked serial numbers in every product that we shipped. Even to the point of having hidden serial numbers. What comes from that, you have to constantly buy things from unauthorized sources, track them down, then stop the source.

It's very difficult from a legal standpoint to stop someone from selling something he owns. We did something similar in the Alpine days. We went to the trouble of etching serial numbers into the can of the devices using a laser. It's

very difficult to get a laser-etched serial number off of a piece of metal.

Q: What do you think are our opportunities for retail?

A: I think it's selling interfacing solutions, then selling improved sound systems. One of the things I'm seeing in cars, the speakers and amplifier systems are not as good in cars at OEM levels because they're spending so much money on connectivity with the consumer. Of course you spend fifty grand on a car, you're getting a good sound system anyways. But I think the opportunity is for the retailer to show the consumer the quality of sound system available for them to upgrade to. To me it comes down to A) your expertise on working on the car, and B) how much better you can make their car sound for X amount of dollars. It's really about showing a consumer an experience they can't get any place else.

Q: WiFi and remote capability have become significant in the home and commercial applications markets. Do you see that compatibility coming to the car? For instance, will we be able to upgrade component software over the air or program system features from our Smartphones over WiFi? A: Probably not as fast as we would like it. With my phone, if that's my source of music, we should have a seamless experience. From my car to my house I should be able to pick up where I left off on Spotify. That's certainly the next solution. Based on the success of Amazon and Google with voice activated speakers, that also needs to be integrated into a car as well. We'll probably be able to upgrade component software with WiFi.

prevalent on new cars. It's much easier to motivate someone to spend money on their car for fun than it is for safety. But who would've known that backup cameras would become such a big business for the aftermarket.

Q: What advice would you give retailers to stay competitive?

A: I would take a critical look at my store and upgrade my store first. Particularly independent retailers. They have a tendency to not upgrade their stores as often as they should. One of my favorite examples is what Harley-Davidson did with its dealerships. The second is to lead with installation. That's what you bring to the party. I would lead with installation and make my store very attractive. That's something that Amazon can't do. It's something the big box retailers can't do either.

Q: What advice would you give manufacturers to stay competitive?

A: Manufacturers need to continually study the marketplace for product development. We have a tendency as manufacturers to build product for today rather than where the market is going. We need to talk to installers and guys on the sales floor to find out what the consumers are asking for. We need to find out what they don't need yet but what they're trending towards. Nobody thought about navigation or iPod in a car until it showed up. So it's a matter of trying to figure out where the market is going as opposed to delivering product for today. You need to be that first one.

That's where the excitement is. You need to captivate the market and consumers with things that go beyond their expectation. ď‚ľ

Q: What kinds of opportunities do retailers have in the safety category?

A: I think safety products are a tough go from a retail standpoint. It's not as much fun as audio always was. It's a great opportunity for specialty retailers but it's going to take a while. I think the aftermarket has to rely on the OEMs on this scenario. Look at what's happening with backup cameras as they become more me-mag.com   19

 retail news

Byron Smith, owner of Distinct Beat Car Audio, uses a friendly, consulting approach to keep customers coming back consistently.

For four years in a row, Distinct Beat Car Audio has won the prestigious Angie’s List Super Service Award for the Charlotte, NC area. The key? Treating customers with care.

WORDS BY ROSA SOPHIA

There’s the hard sell, and then there’s the consultative approach. Some salespeople push product with vigor, while others focus on customer care rather than how much money they can make in one sale.

At Distinct Beat Car Audio in Gastonia, N.C., acting as consultant to the client has proven the right approach for strong profits. As a result, the shop has won the Angie’s List Super Service Award for their area four years in a row—and they’re hoping for a fifth.

The shop has been open since October of 2010, and consists of Owner Byron Smith and Sales/service Consultant Jarrett Willis. Distinct Beat does mostly car audio, with window tinting as the next

20 Mobile Electronics  March 2017

source of income. “I would say we’re more of the middle of the road,” Smith said of the type of work they do. “We see vehicles of all kind; BMW, Mercedes, things of that nature. We’re not doing high end or low end; we’ve got a good mix. It’s mainly audio and window tinting.”

When the shop won its first Angie’s List award in 2013, Smith hoped for a second.

“We got a third and I thought ‘If we get a fourth, that’d be great,’” he said. Now that they’ve won four in a row, Smith is hoping for another win. “We’ve got to get the fifth one,” he added. “Only five percent are awarded that in any given market. It has to be the cream of the crop.”

Smith is proud that his shop has con-

sistently been A-rated on Angie’s List.

“We’re a straight-A company, no other score,” Smith said. “This is coming from not one or two ratings, but dozens and dozens of ratings. It’s progressively been like that since 2013.”

The shop has also won several ad placements from Angie’s List, but has yet to use them. “[We] are in the top five percent of the market,” Smith said. “I don’t know how many shops that involves, but it would be the adjacent counties, so I would imagine you could be dealing with a couple hundred shops, so for us to be in that top five is outstanding.”

What sets Distinct Beat apart from other shops is using a consultative approach, rather than a hard

»

Who’s Who Charlie Whitehead CW Tint & Car Audio Liberty, Texas

Jarrett Willis, sales and service consultant, behind the front counter at Distinct Beat Car Audio.

Years of industry experience: 14 Hobbies: Boating, car shows and work What you’re really good at: Customer service and sales Jeff West Benchmark Audio, Inc. Springfield, Ill. Years of industry experience: 35+ Hobbies: Hot pepper gardening, photography, and NASCAR racing What you’re really good at: Making hot sauces of all kinds and heat levels

sell, according to Smith, who has observed shops in the past that do not welcome their customers as they should.

“They don’t treat their customers as respectfully as they should be treated,” he explained. “Some of the shops in our area, they push lines they’re going to make the most profit in. Which, by all means, that makes a lot of sense in a business world.

Where we’re different, we’re acting as consultants as opposed to salespeople who just push a product.”

Customers are greeted before they are asked qualifying questions regarding what they need, according to Smith. The customer is then accompanied to their vehicle, where it is determined what they need and how best to approach the project.

Smith stated he does not look at the most expensive options first; instead, the goal is to make the customer happy and operate within their budget.

“If we can win their trust, we’ll have their loyalty,” Smith said. “We want to be good advocates for the audio world and treat people the way they would want to be treated and not have this hard salesman type approach. We’re often told we come off as friends or family.”

When it comes to building a successful business, Smith recommended a business owner have a solid strategic plan in place for marketing and business growth. “You need to have products that give you a profit. You need to look at how much margin you’re going to have in that campaign and whether that’s worth doing,” Smith said, adding that it’s important to know how much time a project will take out of a day. “How quickly can you do the job? Those types of things. You have to be shrewd to a degree, but planning is the biggest hurdle.” 

Nathan Dunn Cartronics Madison, Tenn.

Years of industry experience: 12 Hobbies: Family What you’re really good at: Car audio

Ata Ehdaivand Absolute Electronix Rockville, Md. Years of industry experience: 23 Hobbies: PS4 What you’re really good at: Customer relations

me-mag.com 21

 retail news

Persistence Pays Off With 34-plus years in business, Audio Advantage has seen better sales in recent years than ever before, owing much of their success to persistence.

WORDS BY ROSA SOPHIA

In Columbus, Miss., Audio Advantage has been a mainstay of the community for over 34 years, remaining in the same location while the town changed around it. While such a long time in business proved to be a staple of the company’s success, 2011 marked the beginning of increased sales and prosperity that continues to this day.

“We have had double digit growth each of the last five years, resulting in a 104 percent increase from 2011 to 2016,” said Hal Smith, who is the original owner.

When he first opened the business, he was 24 years old. Now, he’s 59 and has been in the industry for 40 years.

“I’ve had periods that were good and bad. I’ve made a lot of money, and I had

22 Mobile Electronics  March 2017

a period where I lost money,” Smith said, noting that the 2008 recession was especially harmful. “You have to have money to start with and that’s the obstacle. For us, what makes us successful is being able to have the product in stock that the customer desires, and being able to install it as quickly as possible, most of the time the same day.”

The recession of 2008 was crippling for Audio Advantage, but business eventually improved. “Just our past staying power, our reputation with customers in the area, seems to be very good,” Smith said.

“We have prepared by holding tight to brands that were faithful to us and we’re not primarily driven by Internet exposure, so when customers came in, I made

sure we had the product to sell. I know that is not something that every business owner is able to do.”

Audio Advantage carries a number of primary brands including Memphis Audio, Kicker, Alpine, Kenwood and Viper. “When I opened in 1983, I did everything. Over the years, we have morphed from everything to being essentially 98 percent mobile.”

Smith still does some home audio work upon special request from his old customer base “that won’t trust anybody else,” he said. “I had to give up home audio category with the changes in the Internet. We’ve come to focus on that which is more complicated.” Smith has

The company has increased its growth in recent years by executing high-profile jobs in a fast, efficient way, such as this Cadillac build.

five employees, with all cross-trained to do a little bit of everything.

“Some are better at one or the other, but everybody here has the ability to do more than one thing,” he said. “That’s part of that family atmosphere. Customers respond to the fact that they can talk to a guy here and he’s enthusiastic about what we do and he smiles and he’s happy about it, knowing he may even get engaged in the installation of it.”

Smith said he’s proud of how much work Audio Advantage is able to complete on a daily basis, which is “really well-done and virtually perfectly installed with no come-

backs,” he added.

“We’re a rural market. It’s very blue collar.” The average ticket size is fairly small compared to high-end shops, according to Smith, and they’re able to complete a lot of work each day.

“At the same time, my guys who work here enjoy this and they’re happy. We work like a family. They enjoy being here. We have each other’s back. It’s a place where nobody is worried about what somebody else is doing or not doing,” Smith said. “I’m more proud of that ongoing success than any one thing.” 

me-mag.com 23

 new products

Dual Electronics Marine Media Center www.dualav.com

Notable: Dual Electronics Corporation announced the introduction of 15 new marine audio electronics. A first time for Dual, marine media center and wakeboard tower speakers are joined by four new audio receivers, five receiver and speakers combo packs, one amplifier, two pairs of speakers, and a subwoofer. Dual’s first Marine Media Center (MMC36BT, MSRP: $269.99) is a multifunction digital media receiver for boats and RVs. It features built-in Bluetooth connectivity for audio streaming (A2DP) with ID3 tag, AM/FM/WB tuner, direct USB control for iPod/iPhone devices, and a USB input for playback and charging (2.1A, 5V DC). Two new mechless receivers fit standard 3-inch gauge-hole openings in the boat’s console: MGH37BT (MSRP: $219.99) and MGH17BT (MSRP: $129.99). The new 5-channel ClassD marine amplifier (DMA5600, MSRP: $249.99) offers 600 Watts of peak power, an ultra slim design, and is IP66 waterproof. All products are now shipping.

CONNECTED TECH: GEAR THAT STAYS IN TOUCH THROUGH AIR & DATA JVC Single-DIN Receivers mobile.jvc.com/

Notable: JVC Mobile Entertainment replaced its popular KDR975BTS with the KD-R985BTS, and introduced the new KD-R988BTS to create a single-DIN flagship duo that provides two style options. Buyers can select complete variable illumination to match vehicle lighting, or take one-button simplicity in a new flat-face design. Besides this distinction, both models provide a similar user experience, including two new features that make listening to music a social event among passengers in the vehicle. The KD-R988BTS features JVC’s new flatface design with an ergonomic main feature button. The elongated, dual-press button can be set to almost any color to offset the blue and white of the radio display, and controls source selection, volume and sound adjustment as well as answering and ending phone calls over a Bluetooth®-connected smartphone. The KD-R988BTS ad KS-R985BTS are available now with suggested retail pricing of $140 and $130, respectively.

24 Mobile Electronics  March 2017

Kenwood Combo Camera For Recording, Collision Avoidance www.kenwood.com/usa

Massive Audio NANO “BLU” Series Amplifiers With Bluetooth www.massive

Notable: NANO “BLU” Series amps are include four models that feature built-in OEM line converters, line out, up to 9 volts in and support a USB plug which accommodates the optional UBT1 Bluetooth Dongle for audio streaming. All Nano “BLU” Amps use Nickel Plated RCA inputs and circuit boards are sprayed for water resistance and everything gets shielded in a rust proof aluminum housing with a Blue back Lit logo. Each model supports a “Docking Port” to plug in an optional custom matching 4 Farad “BLUX” Capacitor.

Notable: KENWOOD introduced its second dash camera at CES 2017. Joining the standalone, monitor-equipped DRV-410 is the DRV-N520, a smaller version that is intended to pair with the company’s new mech-less DMX7704S multimedia receiver. The DRV-N520 features a high-resolution, wideangle camera that records a three-megapixel (photo quality) image. Its small footprint minimizes window blockage, and recordings are stored on a removable eight-gigabyte SD card. In addition to its recording capabilities, the camera also measures distance and velocity between it and cars or obstacles in its view. Based on circumstances, it can trigger a collision warning to the driver if it senses an imminent impact, or notify the driver in stopped traffic if the vehicle in front of it has started moving. The suggested retail price of the DRV-N520, like the DRV-410, is $200.

ASA Electronics JHD36A Bluetooth Stereo for Heavy Duty Industry www.asaelectronics.com

Crux Interfacing Solutions Jaguar Backup Camera/Video Interface www.cruxinterfacing.com

Notable: Crux Interfacing Solutions announced that it is releasing the MRVLR-68Q Backup Camera and Video interface for New Jaguar and Land Rover Vehicles. Features include a rear-view camera input, front-view camera input, RCA video input and two HMDI inputs for navigation or Wi-Fi mirroring.

Notable: The JHD36A has made its debut into the heavy duty market. Featuring the latest technology with Bluetooth hands-free calling and app control, this stereo is designed for all construction and agriculture applications. The stereo features a 12-volt DC power connection and a full 180 watts maximum. Its conformal coating protects its components from the elements that are commonly encountered in heavy duty applications. ASA Electronics® has been designing and manufacturing mobile electronic products for the Marine, RV, PowerSports, Agricultural, Construction, Commercial Vehicle, and Bus industries since 1977.

me-mag.com 25

real world retail

After 40 years in business, Greg Tackett took over his family’s shop and introduced his own style of welcoming sales practices and a store-within-a-store concept.

WORDS BY TED GOSLIN

H

abits are funny things. They are created through a fixed way of thinking, willing or feeling acquired through previous repetition of mental experiences, according to the American Journal of Psychology. Replacing old habits with new ones takes twice the effort considering each comes with its own set of routines.

Greg Tackett, owner of Greg’s Custom Audio, Video and Car Stereo in Pikeville, Ky. had to learn this the hard way when he took over his family’s 40-year car stereo store to finally realize his dream of entrepreneurship. After having worked his way up the ladder from novice to expert, Tackett made a point of creating his own shop style and culture, despite the old habits he and others became accustomed to at the company.

Tackett had been involved with automotive work from a young age, working part-time during high school at Mayo Tire, a general automotive and tire shop owned by his father and uncle. After graduating, he continued at the shop while also attending the nearby Mayo Technical School, with the goal of becoming a TV and radio repairman. “It helped me to learn the basics of electronics and

26 Mobile Electronics  March 2017

we were able to use it in our home and car audio business. I learned the different circuits, how they worked, how we could use them for the electrical part of the car, the grounding,” Tackett said. “I finished school in two years. After I graduated, I went to work full-time with my dad and was there for 35 years. We built car and home audio installations.”

In 2007, long after Tackett’s father passed away, the family soon decided it was time to do separate things. Tackett and his wife saw an opportunity to take over the business and rebrand it into something new. “At that time, all our manufacturers stuck with us and kind of helped us along and gave us their lines,” he said. “We looked all over to find this location. It’s across from a Walmart and a shopping center. At the time, the economy was doing super and there was hardly a place available to rent. We had a lady who had a space, a warehouse that looked hopeless and my wife has vision and said, ‘We can make this work.’ We did some remodeling and moved our stuff in.”

Tackett had little money to purchase displays for the new shop, but his daughter informed him of a CompUSA that was closing in Lexington, Ky. He spoke to the

manager, who turned out to be a former customer of Tackett’s, and was able to purchase several displays cheaply. Patrons from the local church also chipped in by making a display for the shop, including a high quality paint job that received many compliments from customers.

The first year of business proved to be successful, as business rolled in steadily.

Then the recession hit and gave the shop its first true test. “We’re in the coal fields in Eastern Kentucky. The coal was basically taken away from us,” Tackett said.

“In those first two years of ‘08 and ‘09, we were doing super good. Then they took the coal away and it was worrisome in this area. Thousands of men lost their jobs. A lot of people were moving out because they didn’t have any work to do. We stayed here and were kind of rebounding.”

Standing up to the challenge, Tackett developed the strategy of maximizing return customers by treating them like family. “That’s one of the things we’ve built our business on. We go above and beyond what we’ve needed to do. We’re in a small town and word gets out quick if you’re not doing what you’re supposed to do,” Tackett said. “The first thing we do

when someone comes through the door is we try to get to know them, then let them get to know us, find out what they need, make friends and let them become part of our family. We try to give them what they need and sell what they need, instead of just selling a bunch of boxes and seeing how much money we can get out of them.”

A Fresh Approach With a population under 10,000, it might be considered difficult to maintain a steady flow of customers at a 12-volt shop. Not for Greg’s Custom AVC, which has become a staple of the local community. “We’ve come back slowly but surely,” Tackett said.

Primary work, due to the mountain region, includes off-road vehicles like pickup trucks, side-by-sides and four-wheelers. Products and services have diversified beyond car and home audio to include truck accessories due to the shop’s demographic. Approximately 25 percent of the business involves selling and installing truck accessories, with around 50 percent in car audio, backup cameras, video and other 12-volt standards.

“It’s mostly older customers coming out to buy things to dress up their trucks.

They buy things like step bars on Ford F-150, bed covers, bent visors, floor liners and bug visors. That’s been a tremendous business,” Tackett said. “Car audio is more flat. The accessory business has been very good for us.”

Although the shop was rebounding after the economic downturn, a new opportunity arose when his bookkeeper decided to leave the job after six years to be a stay-at-home mom. “We do something quite a bit unusual from [other stores]. My wife came in to be bookkeeper and decided to change things, so she started a gift shop on the inside of our store,” Tackett said. “At first, I was against it. I didn’t think it would do well. She sells everything from candles and jewelry to apparel and dresses. You’d have to see it to believe it.”

While husbands look at stereos, their wives and girlfriends go to the gift shop, known as “Tammy’s Corner,” according to Tackett. Men also buy gifts for their ladies as part of the shopping experience.

The staff is cross-trained to help wherever needed, whether it be in the bay or on the sales floor. me-mag.com 27

real world retail

FAST FACTS

GREG’S AUDIO, VIDEO AND CAR STEREO www.gregsavc.com

Location: Pikeville, Ky. Number of Stores: 1 Address: 274 Cassidy Blvd, Pikeville, KY 41501 Facility Square Footage: 2,500 Store Type: Traditional retail Number of Employees: 7 KEY STAFF Greg Tackett Owner/Manager Larry Martin Sales and Installation Greg Osborne Service Tech Chris Coleman Head of Remote Starts, sales Richie Maynard Installer, Helper Linda Ratliff Office Manager Tammy Tackett Co-owner & Bookkeeper

“We had two or three ladies come in and were surprised we have that section. They feel comfortable now and buy stuff for their husbands like accessories for their side-by-sides, stereos, speakers, TVs and more. All that happened because she brought the ladies in. I was against it to start out, but it’s been one of the best things we’ve done,” Tackett said.

“She takes care of all of it. She puts the right stuff ladies like in electronics and it catches their eyes. A lady who bought a dress yesterday also bought a remote start. It’s unique and different. We want to be that way. A lot of people expect a

28 Mobile Electronics  March 2017

car stereo place to be male-oriented and not clean. That’s what we want to change. Our store is clean, inviting and friendly.”

The store concept helped the shop pull through around four years of difficult times, but it wasn’t the only strategy that worked. “After the first year, we lost 60 percent of our business within a three-month period. We buckled down and watched what we were buying. We pay for all of our stuff and don’t get in over our heads. Instead of ordering 12 radios, we’d order six. Instead of 40 different things to choose from, we’d have ten things to choose from. We’d always bought direct most of the time but when this happened, we started going through distributors. One helped us out quite a bit locally. He knew what we were going

through,” Tackett said. “We also charge more labor for pre-purchased items. We have a labor rate that gives you a 25 to 30 percent discount if you buy from us. A lot of times we have customers who will take a radio back to Walmart and come to us and get the discounts. Seems like everybody wants a sale.”

What Goes Around...

Creating a customer breakthrough requires more than just a welcoming sales approach and unique product offerings; it’s shaped by behind-the-scenes happenings, as well. The six staff members that Tackett employs are well cared for, with all receiving either hourly or salary pay based on experience. Bonuses are provided based on sales quotas for certain products. Perks are provided on

Your Career Is HERE.

TM

April 9-11 Indiana Convention Center Indianapolis

The ONLY National Gathering Dedicate Experience.

Learn.

Here’s your chance to get hands-on with the newest gear of 2017! Talk directly with your vendors, ask questions and even give your opinions on features and applications. Walk the expansive show floor to discover new product lines and tools. Plus, check out high-end installs and get tips from the fabricators and professionals who put them together.

Expand your knowledge and expertise with over 24 classes designed to improve your skills and professionalism! Taught by technical experts, store owners and service providers from your industry, each class focuses on real-life issues you face every day and provides time-saving solutions that you can take back to your store and implement immediately.

Show Schedule

Sunday, April 9 Registration ........................................................................... 7:30 am - 5:00 pm Education Tracks ................................................................8:30 am - 12:20 pm Lunch Concession Open .............................................. 12:15 pm - 12:45 pm Manufacturer Training ................................................... 12:45 pm - 3:00 pm Mobile Electronics Show ................................................ 3:00 pm -8:00 pm Beer & Buy Networking Event.................................... 6:00 pm - 8:00 pm Monday, April 10 Registration ........................................................................... 7:30 am - 5:00 pm Education Sessions ....................................................... 8:00 am - 12:30 pm Lunch Concession Open ................................................. 11:30 am - 1:30 pm Mobile Electronics Show ............................................... 11:30 am - 4:30 pm Manufacturer Training .................................................... 4:30 pm - 6:45 pm MEA Attendee Reception ............................................... 6:30 pm - 7:00 pm MEA - State of the Industry ........................................ 7:00 pm - 8:00 pm Tuesday, April 11 Registration .......................................................................... 8:30 am - 3:00 pm Manufacturer Training ................................................... 9:00 am - 10:00 am Mobile Electronics Show ............................................. 10:00 am - 2:30 pm Lunch Concession Open ................................................. 11:30 am - 1:30 pm Education Sessions ........................................................ 2:30 pm - 5:00 pm

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Sunday, April 9 8:30 am Advanced Remote Starter Integration Attracting Affluence: Get High-End Clients in Any Market Running Your Business Like a Business

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Workshops

Monday, April 10 9:30 A Get it Right: First Steps in OEM Upgrade System Design and Integration Dealing With Social Media & Online Reviews One Size Fits: “Big Retail” Practices That Will Work for Your Business 11:00 A Beyond the Three Questions: Audio Integration The Perfect Pic: Better Photography to Promote Your Business....

Public Persona: The Strategic Elements of Store Branding Tuesday, April 11 2:30 P Sound Support: Stylish Panel Work That Enhances System Design Email to In-Store: Converting Online Prospects to Long-Term Clients Building & Enhancing Your Team for Success 3:50 P The Tough Stuff: Integrating With More Complicated OEM Audio Systems Sold: Top Tips to Close the Sale The Same Page: Eliminate Staff Conflicts to Focus on One Goal

Vendor Training Sunday, April 9 thru Tuesday, April 11 For Specific Schedule go to KnowlegeFest.com

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Greg Tackett’s wife, Tammy, opened her own gift shop side business within the store, which helped win over female customers by selling products like jewelry and dresses.

special occasions to show appreciation for a job well done.

“We’ll just do things sometimes for holidays. We take employees and spouses out to dinner on Valentine’s Day. We tell their spouses we appreciate them, thank them for letting us have them,” Tackett said. “We do lunch occasionally or have lunch brought in, celebrate birthdays and give out gift cards to employees who did well with a customer. We try to treat our employees as family.”

The staff works largely as equals, with only Tackett as owner and Larry Martin, head of sales and installation, receiving any distinguishing titles. Even still, all employees are expected to carry their fair share by learning how to work in any capacity needed. “We’re a small business, we’re not large enough to have someone do one thing. All guys can do a little bit of everything. We do what we need to survive and take care of our customers.

If the remote start guy is busy, we’ll help that customer.”

To keep standards high for customers, training is conducted regularly. This is done not just as a good practice, but to ensure staff can pick up slack wherever needed, no matter how long they’ve been employed.

“All employees are self-sufficient. New employees go through training processes before being allowed to work alone,” he said. “I’ve been very fortunate. When we first started, we had a gentleman I trusted too much and who took some things off of us. I was disappointed and it was hard to believe, but since then I’ve had a new approach with it. I talk to them more.”

New staff shadow experienced staff and either work in support or are supported by experienced staff when working on different tasks. Each employee has their own tools, with some provided to them by the shop.

The installation bay is a free-standing structure located about 100 feet away from the main building. It houses two bays, a wood-working area and a storage area. Total square footage for the bay and shop is 2,500.

Installers enhance the customer experience by cleaning every vehicle after

me-mag.com 33

real world retail

The store has a traditional retail setup that relies on solution-based selling, rather than simply moving boxes.

34  Mobile Electronics  March 2017

Friends in Commerce

“We have been fortunate over the years to have worked with some great rep firms and vendors. But when it comes to training, help with promotions and regular visits to the store, Memphis and Cardinal Sales, our Kenwood Representative, stand out.

“We just had an informal training session with Kenwood on their new product and we have a similar session coming up with Memphis. Both companies are there to help with promotions as we are beginning to plan for our summer events.”

installation and taking customers back to see their vehicle and receive a walkthrough of all work completed. “We don’t have them pay anything until after the job is done. We show them how a system works, pair up their phone via Bluetooth if they have it and answer any questions they have, then bring them to pay after they’re satisfied and we’ve done what we’re supposed to do,” Tackett said.

Local Talk The benefit of treating customers with such care and transparency is that the need for a large marketing and advertising budget is low. The shop’s primary resource for business is word-of-mouth, with a little newspaper, radio and social media mixed in. The total budget for marketing is six percent, according to Tackett.

“We did local movie ads for a couple years and it did okay. We might do that again. Our Facebook ads do quite well, but we do more seasonal promotions with it,” Tackett said. “We do some local car shows with local car people and usually have them here at the store or will go with them to the car show venue. We also do a local boat and RV show at the East Kentucky Expo Center. It brings in a lot of people from out of town. We’ve done that for four years; it’s always been a really good thing for us.”

Customer appreciation events are held on occasion with invitations sent out via email to past customers. Food and specials are offered by the shop staff in an attempt to get to know their customers a little better. The event usually lasts about four hours on a Saturday.

New Horizons Achieving one’s life dream of owning their own shop is definitely big enough for Tackett, whose humility and earnest mindset shines through like a lighthouse in a storm. But accomplishments like making the Top 50 twice and becoming accredited by the Better Business Bureau don’t hurt either.

What Tackett looks forward to the most, however, is improving on what he’s built to become even better.

“We’re building about 600 feet away to move into a larger facility. The garages will be together and will be bigger. It’s coming within the next year.

The new garage will let us do things we can’t do now,” Tackett said. “The economy improving has been a major help to us growing. Just being able to be here through the economy through the last six years is a statement of its own. Business is up 15 percent this year. That has a lot to do with a lot of diversity we are doing in offering different things.”

me-mag.com 35

real world retail Early Bird Selling

“For the last three years we have had a Pre-Black Friday Sale. Instead of us trying to compete with all the different stores having Black Friday sales, and the clutter of all the TV, radio, newspaper, and email advertising, we decided to have a Pre-Black Friday Sale the weekend and week before Black Friday.

“We have worked out a trade with our local newspaper for advertising plus we do some radio spots, but most of our customers come from word of mouth and social media. This sale has grown each year with last year being our biggest year so far.

“We have a specials everyday but we highlight different brands each day. We have customers waiting on amp day, sub day, touchscreen day, etc.”

An Education

“I would not call this promotion a bad experience but more of a learning experience. Again this had to do with Black Friday as we planned and promoted our store on radio, newspaper, social media, direct mail, etc. Since we are in the same shopping center as a Walmart, we knew there would be a large crowd at six in the morning as at that time Walmart did not open up on Thanksgiving Day. But even in our wildest dreams we did not expect the parking lot to be jammed as it was that day.

“It was pretty much a complete standstill with no one being able to get to us. It seemed everyone in the area was headed to Walmart for a cheap gift. Here we were with a store full of awesome merchandise and salespeople ready to move them out the door and no one able to get to us. Lesson learned: do not to compete with Walmart on Black Friday!”

“Don’t worry what the guy down the street is doing.

We’ve had several of competitors that have gone out.

We need people to know why we’re different, why they need to come to us. We’re a better place than what they are.”

Greg Tackett, Greg’s Custom Audio, Video and Car Stereo

The shop’s steady growth can also be attributed to the regular training and weekly staff meetOwner Greg Tackett believes in being true to ings that himself, which is reflected in his sales structure Tackett iniwhere customers are treated like family. tiates, which allows them to discuss and improve any problems with products on the niche business he’s created, each or processes. “It’s a family atmosphere. product and service offered will conWe like to talk about it and go over it,” tinue to grow and benefit the business Tackett said. “We let customers know that as a whole. This will happen despite we’re here to take care of them. If they the changes in the industry at large due have any problems, in or out of warranty, mainly to the brand his customers have we take care of them. We let them know come to know and respect. we’re different from the box store because “I see a lot of growth potential. Car we’re here to answer questions. That’s audio stuff is getting ready to change. how we built our business and how we There’s a lot of opportunity with safety have it grow.” products because of what they’re doing Tackett believes that by capitalizing with new vehicles. The accessory business

36 Mobile Electronics  March 2017

will grow. I can see that happening with the way our economy is looking,” Tackett said.

“The main thing is that [retailers] need to be their own selves.

Don’t try to be everything to everybody because you can’t be. You’ve got to have good people who know what they’re doing. Don’t worry what the guy down the street is doing. We’ve had several competitors that have gone out. We need people to know why we’re different, why they need to come to us. You be the leader.” 

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me-mag.com 37 www.InstallerNet.com • 800-444-1644

 behind the scenes

STRONG and STEADY Now in its 35th year, JVC Mobile is finding new ways to stay notable in the face of ever-changing technology and OEM-dominated market share.

The headquarters for JVC/Kenwood is based in Long Beach, Calif. JVC Mobile Entertainment was formed in 1982 and carries the legacy of the JVC brand name, around since 1927, which is known for being an innovator throughout the analog age.

WORDS BY JAMIE SORCHER

While there was plenty of hype at CES with the mega tech event marking its 50 th anniversary, a car audio company was also celebrating a milestone of its own.

JVC Mobile Entertainment marks its 35 th year in business in 2017.

Just for perspective, here is what

38 Mobile Electronics  March 2017

things looked like back in 1982 when JVC Mobile Entertainment began. The average cost of a car was $8,000, a postage stamp was 20 cents, and a loaf of sliced white bread was 50 cents. Car audio sure looked a lot different then, too. It was all about cassette players in the dash until the dawn of the game-changing first CD player in 1984 followed by those bulky

multi-disc CD changers.

This year, JVC Mobile commemorated its three-and-a-half decades during CES in its 800-square-foot booth with some significant product advancements and, of course, with a signature demo vehicle.

A 2015 Ram 1500 truck adorned with the official “35 Years Strong” logo was a huge highlight at the show. The truck will

make its rounds throughout the year, visiting both of the KnowledgeFest shows in April and August, as well as select distributor shows and consumer events.

“We’re proud of this milestone and plan to continue highlighting and promoting it all this year,” said Hazim Jainoor, manager of marketing and training for JVC Mobile Entertainment. “This specific vehicle was fabricated to help mark 35 years of business for JVC mobile.

What we love is that it has an old-school look with new-school technology.”

To achieve the eye-catching exterior, PPG-supplied paint created a patina look to simulate original red giving way to primer white. The truck also received performance upgrades with a K&N coldair intake and RideTech suspension. The original 22-inch factory wheels were finished in chrome and fitted with Falken tires.

Inside, the seats were reupholstered in red leather by Katzkin, which also covers the door speaker enclosures. The same color was used to treat the trim around the air vents.

Jainoor credits Misha Munoz—owner of Henderson, Nev.-based Divine 1 Customs, a facility that has done its fair share of celebrity builds—for the outstanding job. Munoz has done several cars for JVC Mobile in the past.

“We brought him on for this project and as usual, it was quite the draw,” Jainoor said. “Everyone thought it was a wrap on the outside, but it was actually paint made to look like it was sanded down. It was very unique and complementary to our direction right now.”

An Integrated Response While the demo vehicle had the booth buzzing, product is at the forefront of JVC Mobile’s continued progression.

“The first thing that comes to mind is how we have addressed OEM integration,” Jainoor said. “It was only two years ago that we got onboard with a company called iDatalink Maestro. They are the makers of the Maestro module which is basically a black box that helps to interface products into a factory environment.

Just that collaboration and that partnership has allowed us to add so many more

double-din multimedia units to OEM applications.”

The company has also taken a major step this year by offering Android Auto for the first time in its 2017 receivers.

Last year, JVC launched its first in-car dashboard unit with support for Apple’s CarPlay infotainment system. The flagship model—the JVC KW-V820BT—has a 6.8-inch resistive touchscreen, Bluetooth connectivity and integrations with both Spotify and Pandora. With CarPlay support, users can enjoy features of their iPhones in a more friendly manner.

“We are continuing that momentum in 2017 by adding Android Auto compatibility as well,” Jainoor said. “So this year, customers have a choice of Android Auto or Apple CarPlay.”

This year, both Android Auto and Apple CarPlay are available in two models. “The flagship KW-V830BT is our flagship multimedia DVD receiver and its counterpart is the KW-V730BT,” Jainoor said. “It is the exact same platform, but in a digital media receiver application so there is no DVD transport. It is strictly for smartphone and USB users.”

Each model has a 6.8-inch clear resistive touchscreen. Both are Maestro RR

Jainoor, a mobile electronics industry veteran, got his start with Kenwood in 2002 in the call center answering numerous phone calls and emails from customers and sales reps to diagnose, test and troubleshoot products. Today, he is the manager of marketing and training for JVC Mobile Entertainment. JVC and Kenwood formally merged to form a single subsidiary in October 2014.

At CES 2016, JVC Mobile Entertainment introduced its first in-car dashboard unit with support for Apple’s CarPlay infotainment system. This year, the company followed that with its first Android Auto receivers. me-mag.com 39

 behind the scenes

This 2015 Ram 1500 truck adorned with the official “35 Years Strong” logo was a huge highlight at CES. The truck can be seen later this year at both of the KnowledgeFest shows in April and August, as well as select distributor shows and consumer events. It features an old-school look with new-school technology.

The DRVN ZX Series of coaxial speakers features four different models with varying sizes, from 5 1/4-inch 3-way’s to 6 x 9-inch 4-way speakers. compatible for easy integration with factory systems, and both models were expected to ship last month.

40 Mobile Electronics  March 2017

Now that both Apple CarPlay and Android Auto are available in JVC’s product lineup, will one be more popular than the other? Jainoor himself is an Apple user. “I started off with Blackberry and loved it,” he said.

“But my Blackberry couldn’t keep up with the technology curve. Right now, though, Apple CarPlay seems to have the majority of the draw. Well, you know how Apple customers are. If Apple introduces a product, whether they need it or not, they’ve got to have it.”

Regardless of format, there is something else that retailers are looking for these days.

“What is key is our introduction of the digital media receiver multimedia models,” Jainoor said. “The number one request we are hearing now is to have a shallow multimedia model, which is something the industry is headed toward.

A lot of GM vehicles—Chrysler, Dodge, and so forth—have 8-inch or 9-inch displays already so if you want to replace that, it’s a challenge. There just isn’t a lot of space behind the dash anymore. It is all shallow depth applications and we need to be able to offer applications to address that. This is definitely going to be a hot ticket going forward.”

To that end, the KW-M730BT features JVC’s new flat-face design to better integrate with newer dashboards. It has the El Kameleon moniker, showing only a flat, blank screen when turned off to deter theft.

JVC Mobile Entertainment rolled out its first mechless double-DIN multimedia receiver at CES 2017. The KWM730BT, with 6.8-inch clear resistive touchscreen, features both Apple CarPlay and Android Auto, and sports JVC’s new flat-face design to better integrate with newer dashboards.

The KD-R985BTS and KD-R988BTS create a single-DIN flagship duo that provides two style options. Buyers can select complete variable illumination to match vehicle lighting, or take one-button simplicity in a new flat-face design.

The KV-CM30 rear view camera features a waterproof design, 380,000 pixels, a 129-degree-wide range and flexible mounting bracket included in the package.

As can be expected, the automakers have no plans to make things easier for the aftermarket. “And why would they?” Jainoor said.

“They want to monopolize their market share—and I can understand that, but we have something to say about it and are heading our direction down an appropriate path.”

Independents Day With a variety of product options to choose from, JVC wants to keep the process simple and welcoming for new accounts.

“We try to make it streamlined to become a dealer,” Jainoor said. “It depends if they’re going to be a distribution account or an independent account, but that all begins with the regional sales manager for the territory. They go in and assess the territory to see if it’s a fit for that potential customer. Then we see what their capacity is for business.”

Accounts aren’t necessarily held to certain quantity buy-in programs, Jainoor said. “But they will be held accountable for the models that they do carry because we’re diligent when it comes to protecting our channels and our lines,” he added.

“And trans-shipping is definitely something that we’re on top of.”

Retailers also have the opportunity to offer an expanded range of products since JVC Mobile offers marine and motorsport product. “We do have a lot of players in both the motorsport and marine areas which offers another opportunity to reach different consumers,” Jainoor said.

Training is also something that JVC takes seriously. “We have a full-time training manager, Adam Ortiz, who is based in Denver,” Jainoor said. “He helps us to collaborate with our retailers and to formulate annual plans. We are pretty busy already for this year. If you take a look at my calendar, it looks like a blueprint from Albert Einstein. There is just stuff written all over it, but it’s exciting. We’re involved with KnowledgeFest at both locations—in Dallas and Indianapolis—and of course, CES is a big one for us, being a global, international show.”

JVC Mobile will also be at plenty of trade shows and regional events, according to Jainoor. “We are diligent in support of the industry,” he said. “It is crucial for its longevity and for everyone involved in car audio.”

The independent accounts, Jainoor said, are a huge focus. “Our goal is exposure with our independent accounts,

which is where we see the majority of our business,” he explained. “The opportunity for growth is absolutely with that segment so we’re pretty aggressive in that respect and we’re planning to hit the road pretty hard. We do our trainings in big venues to the install bay—whatever accommodates a certain dealer.”

Social media is also a planned initiative for this year. “We have accounts with Facebook and Instagram, but we’re looking to be more aggressive with both of those outlets in 2017,” Jainoor said.

Keeping things interesting is the broad range of consumers that JVC Mobile can connect with during the year and beyond.

“We have customers from all aspects in life, whether it is a high school student who wants to enjoy his latest download from iTunes, or a retired senior who wants to use his smartphone hands-free in his vehicle so he doesn’t have to risk getting a ticket from the cops.”

For Jainoor, who grew up in the mobile electronics industry and started his career with Kenwood in 2002, he marks a 15-year milestone of his own this year with the company and continues to be a proud part of an industry he loves.

“It is survival of the fittest out there,” he said. “You just can’t be complacent.” 

me-mag.com 41

 strategy & tactics

A shop’s success and growth depends largely on the arsenal of tools available. Installers and owners discuss what it takes to set up an effective and efficient shop, ensuring that the right tool for the job is always available.

WORDS BY ROSA SOPHIA

C

an’t find a tool when it’s needed? Maybe the shop isn’t as organized or efficient as it could be. When the environment is in disarray, anxiety is heightened, and this will hinder the company’s growth and make things difficult for technicians.

Business owners and technicians agree that skimping on tools, purchasing cheap tools or not having the right tool for the job is a sure blockage when it comes to striving for success.

Bryan Schmitt of Mobile Solutions noted that messy workshops not only make it difficult to locate things, but also make it harder to think through a problem. “I think that a lot of shops

42 Mobile Electronics  March 2017

struggle with efficiency of just having the workshop set up properly,” Schmitt said, adding that tools available to the industry have changed a lot over the years. New technology and forward-thinking on eliminating steps have changed the way problems are solved, according to Schmitt, who designs templates and solutions for 12-volt shops. “I’ve been in the industry since 1990. It’s not that we couldn’t do the work 20 years ago like this. It’s [just] more streamlined. Going back to how many hours we have in the day, the new tools will streamline that so you can be more efficient with time. The designs have gotten better. Templates, electronics, the test equipment [has]

gotten a lot better in the last 20 years. I hope to see it continue.”

The Right Tool For The Job In Spokane Valley, Wash. Spokane Audio Video Experts has been open for 11 years, and Jamie Schuh has also seen the many changes that have occurred during his time in the industry. “I feel like we have one of the most efficiently set up and equipped shops in our industry,” Schuh said, adding that he feels much of his business’s success and growth is due to investing well in tools. “Over the last three to four years, my business went through some major changes and growth and one of the main reasons for

the success I think is because of the huge investment in tooling I have made.”

Having worked for a shop that did not do a good enough job of keeping tools available for technicians, Schuh has observed firsthand how difficult it can be to operate in an environment where necessary tools may not be readily available. “I have been through the struggle of trying to get prior employers to invest in proper tooling for their shop,” Schuh explained. “When I went out on my own, I made the tools I had and could afford work while trying to grow my business. I soon realized that proper tooling can take you places you never thought you could go and also build things that you never thought you could.

When I first started out in the ’90s, I was young and didn’t know any better. My employer then invested pretty good in tooling and a nice larger shop. I worked for another employer in the early 2000s, and we were probably considered one of the ‘better’ custom places in town but our tooling was pretty limited.”

Despite his efforts, the shop did not keep the best tools available. “We as installers were responsible to provide all our own tools besides a table saw and an air compressor. Tools like routers, band saws, router bits, drill presses and sanders were nonexistent unless we as the installers provided our own,” Schuh said. “This employer treated me great, but tool investment was not a high priority for them.”

Tom Miller, owner and installer at Musicar Northwest in Portland, Ore. also noted how the necessary tools have changed over the years. “In the install bay, the biggest changes have been the equipment that we use for testing electrical and acoustical signals, along with the tools used for electrical connections,” he said. “Test lights are obviously out, along with power probes or any type of ‘smart’ probe. For testing low voltage signals in cars, we are strictly using Digital Multi-Meters. We also have multiple devices—RTAs, O-scopes, Tone generators—for testing acoustic and electrical signals for audio integration.”

When it comes to creating electrical connections, Miller stated that crimpers

were once his most important tool. Now, each connection is soldered. “If the part needs to be removable for serviceability, then it will receive a Molex-style connector,” he said. “I’ve come to rely on a good cordless soldering iron more than the old crimpers, which are rusting away in the drawer.”

Tools needed for the disassembly and assembly of a vehicle have remained pretty much the same over the last couple of decades, according to Miller. “The cordless drills have gotten smaller and more powerful, minimizing the need for air ratchets or drills. But the bits, sockets, ratchets, wrenches, those are always going to be necessary. And we are always going to want good quality, reliable tools in the drawers.”

While preferring Snap-on tools, Miller noted that specialized 12-volt tools aren’t always available, making it necessary to find them online or through industryspecific companies such as D’amore Engineering, Mobile Solutions and others.

Regardless of the source, it’s important for a shop to ensure they have the correct tools and that they’re good quality.

Before striking out on his own, Schuh had been in the industry for roughly 10 years and acquired the majority of the tools needed—anything that wasn’t provided by an employer. “I did purchase an inexpensive table saw when I first started on my own and also had a handheld router, jigsaw and other small hand tools,” Schuh said, adding that his employees have also invested in the proper tooling, “making sure they have all the right supplies readily available during a build. I think a lot of people in our industry have amazing potential to do outstanding work but are limited by their employer by the tooling they are provided.” Schuh provides any additional tools his employees may need in order to get the job done correctly.

The Technician’s Best Friend Certain tools are essential to keep around—the “best friends” of the technician, the number one items to keep in the installer’s arsenal. Schmitt of Mobile Solutions noted both the electrical and the fabrication side. “To be

well-rounded, an oscilloscope, an RTA, a polarity tester for the electrical side. For the fabrication side, I would say a router / router table, an array of basic router bits, and then some basic templates to start, arcs and circles,” he said. “That’s what we founded the company on are arc templates and circles. With all of that you’re able to work on cars, measure, tune the cars, set up sound systems and then having a router table allows you build custom door panels, boxes— anything if you have the basics.”

When asked how best to begin on a budget, Schmitt always names these items as bottom-line essentials. “If you have these tools, you can do any percent of the work we’re talking about,” Schmitt said. There’s always room for expansion, but it’s important to know where to begin.

Miller stated his most important tools are those he uses for measurement and diagnosis. “I can always figure out an alternative method if I don’t have the right depth socket, or the perfect wire strippers, but not being able to properly diagnose a problem because I don’t have the proper measuring device puts me at a huge disadvantage,” he said. For fabrication, Miller stated, “The most important tool is the one between my ears. Being able to come up with solutions to engineering problems has always been a strength for me. I know that I can do just about anything in the fab room no matter how well-equipped it is.”

Schuh carried out plenty of research to ensure he was getting the best for his money. “I looked on a lot of forums and reviews online. I also tried to network with other high-end shops in our industry to see what they recommend,” he explained. “I am at a point now—41 years old—that when I look for a larger tool, I would rather spend the money for the best and hope it’s the last one I have to buy instead of buying a cheaper tool that will have to be replaced in five to 10 years.”

Schuh visited Mobile Solutions, and also found tools via Grizzly, Porter Cable and CAMaster CNC. He also got a SawStop through a locally owned

me-mag.com 43

 strategy & tactics Mobile Solutions.

Bryan Schmitt is really an innovative thinker in the fab room.

His solutionsbased products have been hugely beneficial in terms of production and efficiency.”

Rather than skimping to save, or buying the cheapest brand, it’s better to invest properly in good tools. Miller added a good friend once gave him advice in terms of which A common sight in many workshops around the world tools to purchase: is to see Mobile Solutions templates (such as these at “If you have to Jamie Schuh’s shop), lining the walls. borrow a tool from a co-worker more than twice, you need to buy that tool,” he said.

“Your tools are an investment in yourself, your efficiency and your career. Your tools are, to some extent, a reflection of how seriously you take your job.”

It’s best to approach tooling with the same dedication as any other aspect of a career, and always Past Installer of the Year, Tom Miller, co-owner of invest wisely in Musicar Northwest, is a huge proponent of proper tooling. whatever is used to earn a living.

Schuh’s best company. experience purchasing tools was via Snap-on, Mac Tools and Cornwell CAMaster. His worst—a local woodcraft provided Miller with general automotive store that shorted him on a sale item tools. “I’ve had the most success with after he spent thousands of dollars in Snap-on for those items, as well as their store. “Basically, them not refunding shop tools like diagnostic chargers and my 50 dollars cost them probably $10K OBD scan tools,” Miller said. “For the worth of future business with me because fabrication shop, I’m a huge supporter of I ended up buying that tooling from a

44 Mobile Electronics  March 2017

different store,” he explained. “Mobile solutions offered me some savings on tooling when I attended their classes, which helped out. I also took advantage of a year-end promotion on the CAMaster CNC.” For Spokane Audio Video Experts, their most essential tool is their CNC. “I think if you are a custom shop you should not go without one,” Schuh said. “As far as everyday tools for fabricating, if you don’t have a router table, nice table saw and a drill press, then you are definitely missing out.”

Efficiency In Tooling An installer or fabricator should never struggle to find a tool they’re looking for. Everything should be easy to find and well-organized. Schmitt of Mobile Solutions recommends creating a dedicated wood shop. Everything should be kept clean, with white walls which enhance lighting and carefully organized tools. “For our templates, we hang them on the wall so you have this artist’s style of looking at things. Look at the wall and pick the design and use them and put them back when you’re finished,” Schmitt said. “Having a workshop that is organized and clean, white walls, good lighting, makes all the difference in the world. It attracts better techs. They can efficiently and in a clean manner work on cars.”

Various tools can now be quickly researched and acquired and the designs have gotten better, according to Schmitt.

“It’s all driven through social media in my opinion,” he said. People are able to instantly see how others in the industry are utilizing different ideas or tools, through Facebook or Instagram for example. Schmitt added that Mobile Solutions posts on social media about other people using their products. “We build a cultural environment where we’re a community that wants to grow and thrive and become better, learning from others, and the social media drives that.”

With better and more well-designed tools, efficiency is naturally increased.

Miller also prepares for a job by getting all the tools ready for a project before he gets into a car. “If I’m hooking up wires,

I grab my wire strippers, soldering gun, solder, heat shrink, scissors, electrical tape, labeling equipment and bring them to the car all at once, so that I don’t have to get back up for anything,” he said, adding that efficiency is completely lost if any time is spent searching for a tool or a part. “In the fab room, tool layout and organization is crucial.” Everything should be kept within arm’s reach, according to Miller. “There’s a ‘flow’ to the fab room. I can go from the tablesaw, to the jig-saw station, to the router station, to the drill press, all in one loop.

This is very much on purpose.” Miller has dedicated tools for both the install bay and the fab room. This way, the tools don’t leave the room and never have to be searched for. All tools are put away when the work is finished. “Even if I’m in the middle of a project at the end of the day, I’ll usually put my tools away before I go home,” Miller said. “I apply the same level of attention to parts removed from

a vehicle.”

The right tool for the job can certainly help to speed things up, but having the tools won’t make a difference if they aren’t properly organized. Tooling strategy and tactics go hand-in-hand with efficiency, and Schmitt recommends that if a shop is trying to get organized, the best thing to do is act as if a move is taking place. By pulling everything out and organizing things into plastic tubs, a shop owner is forced to handle every item and question its usefulness.

“All old stuff goes,” Schmitt said. “Paint the walls white, paint the floors gray, and put all the stuff back in, and use vertical storage. Put dash kits in a tub and label them. Have the shop look like a gourmet kitchen. It will attract higherend customers, increase efficiency and impress clients. If it looks like a dungeon, take all posters down, and the only brand you should have in your shop is yours.”

Schmitt recommended taking

inspiration from a dealership. “Their bays are beautiful. Our bays need to look like that. It helps the environment 100 percent.”

“Our tools empower the fabricator, builder, installer, whatever the title is, to have more tools before they start,” Schmitt added. “They have the ability to use these as design tools to plan out the job, to look at different ways to approach it and the tools speed up the process.”

Having the right tool for the job is essential to any installer. In Schmitt’s experience, industry professionals are seeking new knowledge and they want to take their skills to the next level.

Part of that is keeping the mind and the environment organized and free of clutter, paving the way for innovative thinking—as well as the success and growth of the business. 

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me-mag.com 45

 tech today

The Showcase Build Joey Knapp continues his four-part feature by explaining how to create a small trim piece for the build, plus the fabrication of the amplifier mounting framework.

WORDS BY JOEY KNAPP

W

elcome back to part three of what will be a fourpart article on the recent Porsche build I completed at Simplicity In Sound, for the 2016 SEMA show. Last month we reviewed the design of the interior and how it dictated the materials I would use. We then saw the completion of the enclosure, as well as its upholstery and assembly.

In this article we are going to look at the creation of a small trim piece and the fabrication of the amplifier mounting framework. The wrap-up article next month will feature the surfboard holder fabrication as well as a look into the RWB process.

Busy Work While we were waiting on parts to

46 Mobile Electronics  March 2017

PART

come in for the Porsche, I started working on some small ancillary parts of the build. In the first article we looked at the Arc Audio PS8 controller mount fabrication. That was the first thing I did for the build.

One of the next little projects I tackled was addressing two holes in the side quarter panels. There was a miscommunication with the owner of the car and the upholstery shop regarding the rear panels. There were no plans for rear speakers, but the upholstery shop ended up leaving the speaker holes, and cutting the leather out around the holes. The client had asked if we could do something with the holes. While thinking about the covers for the holes, I came up with a solution for not only covering the holes, but also addressing another need.

3

The Porsche suspension had been upgraded with MCS two-way remote dampers. The dampers feature remote reservoirs that are adjustable via knobs on their ends. The car came to us with the dampers not mounted, and the client had asked if we could mount them somewhere that would be accessible. The rear quarter panels were spaced quite a bit away from the body of the car, and I found that there was enough room to fit the damper in between the panel and the body. I fabricated a simple bracket that allowed the damper to be positioned such that the adjustment knob was accessible through the speaker opening.

3

COVERING THE HOLE Now it was time to make something to cover the speaker hole. My idea was just a little plate that would attach to the opening with magnets. There were flat spots for the original speaker grille to screw into. Those would serve well for mounting points for the magnets on the panel.

I could add magnets to my cover very easily, as shown in past articles.

My thought was to also add a small insert in the center of the piece and a little tab for removing the cover. With the general plans for the cover decided, I started building it. I used Âź-inch MDF as a base, because it was thin and easy to work with. I cut out the template for the shape with a few straight sticks and a corner radius template. The back sides of the covers were rabbeted in about 3/8 of an inch and about 1/16 deep. This would provide a step for the leather to attach to without adding thickness to the piece.

The rabbet line also gives a nice guide for a knife edge to follow when trimming the material after upholstery.

I placed one of the covers over the speaker hole and used a straight pick to go through the screw holes in the panel and mark the location on the cover. These marks were then drilled out with a 1/8inch drill bit and served as a guide for using a Forstner bit to make a recess for the magnets. The final bit of machining I had to do to the covers was to make a recess for the pull tab. To cut a clean line into the cover I used template tape to attach the cover to a scrap piece of wood, which was a little bit larger than the cover. I then lined up the router bit with the cut marks on the cover.

Holding the position of the scrap piece of wood, I attached a piece of wood to the router table with template tape. This piece of wood was parallel to the edge

of the scrap piece. The piece of wood became the fence for the scrap piece to follow, helping me keeping my cut line clean and straight.

After looking at the cover in place over the opening, I decided it needed a bit of an accent to break it up. I made another set of templates that were the shape of the cover, but a ½ inch smaller. I used these pieces as plugs for building up a ridge of filler to blend them in. Once the filler set I removed the plugs and reduced one of them by 1/16 inch to allow clearance for the leather. I used that plug as a template to cut out two carbon fiber inserts.

With the inserts cut, I upholstered the covers, added the magnets, painted the backs, glued in the inserts and attached the pull-tabs. The last step was to attach the magnets to the back side of the quarter panels with some epoxy. The result was a functional cover that looked right at home.m

The makeshift fence system allowed for a clean grove to be routered in to the underside of the cover for the pull tab.

The carbon fiber inserts were added to help breakup the surface of the cover.

me-mag.com   47

 tech today The magnets did a perfect job of holding the cover securely in place.

With the cover removed, the adjuster on the damper is easily accessible.

FRAME WORK Let’s jump back to the enclosure and amplifier-mounting frame. Initially my plan was to have the enclosure mount to the car with some metal brackets. Once I started working on the amplifier frame, I realized I could use it to also secure the enclosure. The idea for the amplifier frame was that there would be a minimal amount of it visible, once the amplifiers were mounted. I wasn’t too concerned with a complete illusion of “floating” amplifiers, just that the visibility of the frame was minimal.

I started the frame by assessing the back wall of the car. I needed to first determine if there were sufficient mounting points for the frame. Because the frame was going to attach to the back wall, and the amps would be suspended forward of it, the frame and mounting points would need to be very rigid. Looking at the back of the car, I found the perfect anchor points for the main support bars of the frame. There were two medium-sized threaded bungs on the top of the rear shelf, close to the front edge.

Because they were close to a bend in the metal, it would make them great points for mounting. It also looked like the metal was at least a double-layer, which was even better.

I did a quick measurement to deter

48 Mobile Electronics  March 2017

mine what the center measurement was for the location I wanted the amps to be, and used that to mark where the main support bars would intersect the back wall. That location and the location of the mounting hole gave me the length of metal piece I would need to bend for the bracket. I used a 2-inch x 1/8-inch piece of flat bar bent in a vice to match the back wall angle. I added the hole in the top for the bolt, and then duplicated that piece.

The next part of the frame I made was the actual piece the amplifiers would bolt to. This frame was made of ½-inch square tubing. I used our BuildPro welding table to setup a jig to weld the frame.

The BuildPro table is great because it allows you to clamp the pieces in place and weld them perfectly square all at one time. With the frame welded, I moved onto the mounting arms. I used a piece of 2-inch wide ¼-inch MDF to make a template for the angle on both ends.

Using the piece of wood made it easy to quickly adjust the angles until they were just right. The wood then served as a guide for setting up the cutting saw to cut the right angle on the 1-inch by 2-inch piece of rectangular tubing that I made the arms from.

I welded the arms on to the back wall

brackets, and then moved on to the additional frame pieces. To secure the arms to the frame, I added two pieces of 2-inch x 3/16-inch flat bar welded in between the top and bottom of the frame.

These pieces would give the arms a very secure plate to be welded onto. I also added the ¾-inch x 1/8-inch extension pieces on each end of the frame. These pieces gave me a lower profile end to the amplifier frame. They help minimize any parts of the frame you would see by looking at the side of it when mounted in the car.

With the ancillary pieces added, I was then able to weld the arms to the frame and test-fit the assembly in the car. The frame was fairly sturdy when mounted, but I thought it needed one additional brace to make it rock-solid. I found two additional unused threaded parts on the back wall and decided to anchor the brace there. The brace was made of ½-inch x 1/8-inch flat bar and ½-inch square tubing.

Because the two mounting holes were narrower than the arms, the brace was a trapezoidal shape. With it welded up and the holes drilled for the bolts, I put it in the car for another test-fit. This time the assembly was completely solid. As Edd China would say, “Result!” k

One of the last parts of the assembly was the addition of the pieces on the back of the frame that would facilitate securing the wiring. At Simplicity In Sound, it has become customary that when I build a metal amp rack, Bing and I discuss how he will run the wiring. Then I use some 1/8-inch solid rod to form pathways for the wiring. The bent and welded rods allow easy securing of the wiring with wire ties. On a build like this where all the wiring is exposed, it is critical to have a way to secure the wires. In just a few minutes the metal rod can be bent and welded in place, providing a quick and effective wire management system.

I left that evening and started thinking about how I was going to mount the

subwoofer enclosure. My initial thoughts were some metal tabs in the back that would bolt to the back wall. I ended up coming up with a different idea, which turned out to be better. The new plan was to add two vertical legs to the amplifier frame assembly. These legs would tie the enclosure to the already secured assembly. The next day I measured, cut and welded on the 1-inch square tubing pieces that would be the legs.

To secure the legs to the enclosure I used two 2-inch diameter washers. I drilled three holes in each washer, to provide mounting spots on each side, and

behind the leg. I then bolted the assembly back in the car.

My next step was to make sure the enclosure was completely square in the car. With an odd shaped enclosure like this, sometimes that can be a challenge.

Luckily, in this car, the back wall was easily accessible, and nice and straight, so it gave me a good measuring point.

With the enclosure straight, I marked the drilling holes on the enclosure. T-nuts were used to allow the legs to bolt to the enclosure.

Speed, accuracy and repeatability are all things that the BuildPro table brings has to offer someone who is doing metal fabrication.

The top of the rear wall provided a strong anchor point for the frame brackets.

When bending metal in a vise, a square can be used to make sure the bend is at the perfect angle.

me-mag.com   49

 tech today

The metal assembly just prior to the addition of the enclosure mounting legs.

One of the final things I had to do regarding the amplifier mounting was address lighting for that area of the car.

In the initial planning stages with Bing, we planned for an LED lighting strip to be attached to the underside of the speedster top. Once the amplifier rack was in, though, it seemed like the uneven surface of the top would not be optimal for even lighting. To address the lighting needs I decided to add one more piece to the amplifier assembly.

A rare picture of me working! Here I am squaring up the enclosure in preparation for the addition of the mounting legs.

The final piece was comprised of two pieces of 1-inch by 1/8-inch flat bar bent at a 90-degree angle, and a piece of ½-inch angle iron. These pieces were welded together to form a mounting bracket for another strip of LED lighting.

I had made the brackets long enough that the lighting was positioned at the highest point, just under the top of the speedster tonneau.

The LEDs were easily mounted to the horizontal surface of the angle iron. To

help reduce spotting on the amplifiers, I made a diffuser for the light. The diffuser was a piece of ¼-inch Lexan that was cut the width and length of the LED strip. I then used a DA sander to rough up the surface. Sanding the surface made it opaque, which helped breakup the light pattern. k

The metal rods on the back of the frame allow for neatly secured wiring.

A final test-fit of the assembly in the car with athe subwoofer enclosure in place.

50 Mobile Electronics  March 2017

Bing did a great job wiring this up. When the speedster top is on, there is almost no exposed wiring.

The SEM Self-Etching Primer is a must for any metal that will be painted.

Me welding. Make sure to wear proper eye protection.

PAINTING THE ASSEMBLY

The addition of the acrylic strip helped to diffuse the light shining on the amplifiers, for a more even glow.

The driver’s side mounting arm was drilled and tapped for the power and ground distribution blocks.

Now that all the pieces were attached to the assembly and it had been test-fit numerous times, it was time for paint an assembly. I painted all metal pieces I make with a SEM self-etching primer.

It helps form a good surface for paint to bond to, and it dries very quickly. The next coat was Transtar 2-in-1 Trim Black paint. This is a paint that is durable, goes on smoothly, and dries quickly. We will typically use either the satin or matte finishes. To help the frame disappear as much as possible, we used matte.

I installed the assembly into the car and bolted it to the enclosure. Then the Arc Audio SE amplifiers were bolted to the frame. The Arc Audio PS8, lighting controller, and Arc Audio BXM were all mounted in place. Now it was time for Bing to work his wiring magic on the Porsche!

In the last installment of this series we will take a look at the fabrication of the surfboard holder. This was the first time I ever was requested to build a surfboard holder in the passenger seat area of a car. I might guess it could be the first time anyone has been asked to do that!

The process involved metal work, and a careful selection of materials to match the car. In addition, we will take a look at some of the RWB conversion process and find out more about the owner of the car. 

me-mag.com 51

 installs

SUBMITTED BY DAN UNGARO, SOUNDSCAPE CAR AUDIO

The Mobile Electronics Retailer of the Year has a project referred to them by Jake Moore at Garagewerks.

They had done work with Complete Customs and KEG Media who are licensed to build vehicles for the Chris Kyle Frog Foundation (Kyle is the most decorated sniper in U.S. history). Their part was to build an audio

52 Mobile Electronics  March 2017

system using the Powerbass equipment provided and have it ready for CES. The team had a two week window to complete the job, with the holidays right in between. The vehicle will be sold after a nationwide tour, with proceeds to benefit the foundation.

The system includes three amplifiers, three-way front

components, two-way sound bar speakers, two 12-inch subwoofers and an exterior sound bar. Alpine Restyle radio and backup camera were also installed.

Soundskins caught wind of the project and offered material for the build, allowing the entire floor and all doors to be lined with sound deadening.

me-mag.com   53

 installs

SUBMITTED BY CHRISTERFER PATE, MOBILE TOYS, INC., COLLEGE STATION, TEXAS

This 2012 Nissan Titan was originally brought to Pate and built as an SQ vehicle. Two weeks after it was completed, the vehicle was broken into and components were stolen. After dealing with his insurance company, he enlisted a friend to help him begin a new install. After three years of attempting to build his new project he decided to sell it to current owner, Chad Bui. A member of Team Orca designs, Bui competes at the highest level of competition every year. Since this is the shop's specialty, Bui brought the truck back to Mobile Toys for more work. The team stripped out the existing work built by the previous owner and built the interior/install from scratch.

The system consists of a pair of Focal 6W2 Be mids and prototype Focal Be tweeters in the custom molded pillars. In each front door a single Illusion Audio Carbon 10-inch sub was installed. For processing the team utilized the new Mosconi 8 to 12 Aerospace DSP. Amplification used included two Mosconi Zero 3 amplifiers and one Mosconi Zero Class A amplifier. The Source unit used was a Sony RSX-G9.

54 Mobile Electronics  March 2017

me-mag.com   55

Is ONE

CUSTOMER WORTH it?

Where Do You Find Your Next Best Customer?

M

onday morning again and you’re already awaiting, or looking for, the first sale of the day.

Business is built one customer at a time. No matter how you slice it, getting the next new customer should be a priority. Marketing options abound, making it tough to know which one will provide the results you need. With all the marketing tools available, how can you make a clear choice for the right one? Should it be print advertising, Search Engine Optimization (SEO) on your website, or Facebook advertising? The list goes on and on.

SEND IT TO PRINT Print media is dead. I hear that a lot, but it is not necessarily the case. Think for a moment how many times you responded to something that you received in the mail, saw posted on a wall, sign or flyer. You may say, “Well, I didn’t respond at all.” But the mere fact that you remember tells you something. You had an awareness of the message. A wellcrafted print message can provide a lasting impression of your brand.

Don’t focus on how many words you can fit on the page.

Instead, think about a visual or statement that will make someone look twice and remember. It’s all about your brand, so be very specific. For example, ABC Audio may have a visual of alphabet building blocks on a music staff with a representation for musical notes. Imagine a great picture of a set of separates fabricated in a door with music bars flowing out.

Again, just an example using a word image, but this should help you get the idea.

It also must have a strong visual impact to create a memory for the viewer, then a call to action to visit your store, call and/ or email you. If print media is one of your marketing strategies, take the time to find the best placement. Your local newspaper, a Cars and Coffee newsletter, a local publication,

56 Mobile Electronics  March 2017

or even distributing flyers are good options. I found one of my best mechanics on a strategically placed card on the windshield of my vehicle. Regardless of how you do it, make sure you do it professionally. If you are advertising with a local publication, ask for their reader statistics.

FIND US AT WWW Unless www is part of your brand, you can lose the prefix when marketing your location on the Internet. Your place on the Internet highway is just as important as your company’s physical mailing address. Before someone can patronize your business, they must be able to find it.

Most potential customers simply search for you on the Internet and results matter! Search results require some professional finagling that allows you to be found—and found first. Imagine, if you will: Your business phone is unlisted, your address is hidden from GPS and your building is camouflaged. You would never do that, right? But that is sort of what you’re doing when you choose to build a website without a plan for enabling the latest in Search Engine Optimization or employing services like AdWords. And what is a website without some good content? It’s a waste of time. An equivalent to having a great location for your store and disappointing patrons with a lackluster presentation of the solutions you offer.

When someone enters your business, they should experience a positive impact with your signature style. This is your time to shine. Your business should be organized, clean and state the obvious: You’re there to assist them with the best technology and service. Relate this to your website. What does your website say to those that may be lucky enough to find it? Much like creating a print ad, don’t muck it up with lots of

 from the president words. Make a visual impact and again, a call to action.

Your website should be designed to bring attention to the technologies and solutions you provide. Make sure you have an organized way to present your work. Don’t just add mediocre pictures that show you pay no attention to detail. Take time to present the best picture you have and make sure they are associated to the automobile description. Videos are great, but the same applies. Take time to edit them and have a good starting image that grabs attention. Do your best to keep traffic you earned on your website for at least two to three minutes. That does not sound

your business logo) and fill out all the “about us” information.

This should include a mission statement that communicates your desire to provide excellent customer service. Make sure you create some sort of call to action such as “Sign Up” or “Contact Us.” Create both lead generating and non-lead generating information with pictures and/or video content.

Next, consider advertising options. Boosting a post can be beneficial. If you have thousands of “likes,” consider boosting to those who like your page as well as their friends. If not, consider boosting to your local neighborhood or to a certain demographic. This will provide you

like long but this amount of time is considered good by industry standards. So, making a collage of ten or more banners or videos that are five minutes or longer will likely cause the visitor to leave, or what is referred to as bounce. Make sure your front page is impactful and contains that call to action.

Ultimately, you are trying to move them from your website to direct contact. Make sure your contact information is in clear view on your front page. This is the point to start measuring your success. Google Analytics is one way to review your performance. Another is adding a hosted number to your website so you can determine when someone is calling in because they found your Internet location. The same can be accomplished using a specific email address on your website, allowing you to know the source of the inquiry.

with greater awareness and more likes for your page. Finally, don’t let all your hard work be for nothing. Create and execute a plan for who should post new content as well as who will monitor you page. This will ensure you respond to potential customers in a professional and timely manner.

“Your place on the Internet highway is just as important as your company’s physical mailing address.”

THE SOCIAL EXPERIMENT The reference to experiment is intentional. This relates to hearing conversations exchanged with those who are trying to use social media as a cheap and efficient way to get new customers. It often starts with a business that has a poor, or even no website. That is not meant to be a knock on this practice, it’s just an observation.

So, you’re going to use Facebook to be your primary marketing tool. You figure out enough information to create a page.

You send out an invitation to all your industry friends to “like” and/or “follow” your page. You even added some pictures. And that is usually as far as most dealers go. Much like the pitch from a late-night infomercial, “That’s not all...” There is much more to do if your goal is to get customers to your store. Your success with social media will be in direct relation to your ability to understand both its marketing power and limitations. This may be a good time to do some reading!

To touch on the basics, you will need to create an engaging cover photo, a clearly recognizable profile picture (generally

58 Mobile Electronics  March 2017

STRAIGHT FROM THE HORSE’S MOUTH Word-of-mouth is a powerful tool for gaining new customers. When your customer has a great experience, they will share it with others. This is commonly referred to as influence marketing. This type of marketing should not be left to chance. You must craft a message to communicate and create a process that assures that message is one that your customers will share. Take time to review your process from greeting, to pick-up, and finally, follow-up after the sale. That’s right, following up after you deliver. Make sure every person who enters your showroom leaves impressed with your company and eager to share their experience!

Regardless of your choice or choices, you need to step out and let people know who you are and what you can do for them. Position your business as a solution provider. In your marketing, identify a common problem and create a simple solution that you can explain in short order. If you’re serious about marketing your business, consider partnering with the Mobile Electronics Association as we provide many of the services of which I spoke and are more than willing to help. Also, KnowledgeFest is a great event to learn some of these marketing techniques firsthand from those who have figured out how to find the next best customer! 

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