me-mag.com
PLUS:
·Columbus’ Peterbilt Build
·PR for Retail
·Industry Awards
Congratulations to David Cruz, Our New Installer of the Year. ·KnowledgeFest Products
The Torch has been passed.
2018 Industry Awards Commemorative Issue #3
September 2018
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Volume 36 // Issue 9
Ad Index
14 FEATURED STORIES 14// What’s Happening: Industry Awards at KnowledgeFest Dallas Those who took home awards agreed that giving back to the community, offering encouragement to others and learning to be self-aware are essential aspects to fostering growth in the industry.
22// Installer of the Year: David Cruz When David Cruz decided to enter the 12-volt industry, he had to start from the bottom. Now Installer of the Year, he carries an attitude of perseverance and— most of all—a determination to continue evolving.
38// The Support Team: SounDigital USA Based in Brazil, SounDigital is establishing its footprint in the U.S. with a crackerjack engineering team, self-manufactured product and plans to double its dealers within a year.
AAMP Global: PAC..........................................…p. 37 Accele Electronics….................................... p. 2 & 3 Alpine Electronics…............................................p. 11 Arc Audio............................................................ …p. 43 Cadence............................................................. …p. 50 DD Audio............................................................ …p. 35 Firstech: Drone............................................... …p. 59 Harman: JBL........................................................ …p. 9 Hertz.................................................................... …p. 53 InstallerNet....................................................... …p. 55 Metra Electronics: Axxess…............................p. 5 Oncore...................................................................…p. 51 Orca: Mosconi / Gladen…................................p. 13 Race Sport Lighting..................................... …p. 45 SiriusXM…...............................................................p. 12 Sony............................................................................p. 7 SounDigital.........................................................…p. 21 VAIS Technology….............................................p. 52 Voxx..................................................................... …p. 60 Waylens…...............................................................p. 47
Contents
42// Strategy & Tactics: Public Relations for Retail How do you get customers to step into your business? In this two-part article, Solomon Daniels, editor-in-chief of Mobile Electronics magazine, shares press release strategies he taught this year at KnowledgeFest Dallas.
56
48// Tech Today: The Big Rig Build It’s not every day that a shop gets to design an entertainment system for a Peterbilt Semi. The team at Columbus Car Audio & Accessories recently experimented with their creativity, and provided a trucker with his dream customization to enjoy while working on the road. On the Cover
COVER DESIGN: Solomon Daniels This issue marks the third and final commemorative issue dedicated to this year’s industry awards. At one of the most successful KnowledgeFest events to date, attendees shared how much they’d learned from workshops, manufacturer trainings and by networking on the show floor. On this month’s front cover, we honor those whose determination and hard work led them to the stage on the night of the industry awards, including Installer of the Year David Cruz—congratulations to all!
4 Mobile Electronics September 2018
6 Editor’s Forum 8 Feedback 12 Helpful Stuff 18 Retail News/Who’s Who 28 KnowledgeFest Event Coverage 56 Installs
facebook.com/MobileElectronics   5
editor’s forum
6 Things I Don’t Want to Hear About Your KnowledgeFest Trip If I see you, let’s have a real conversation. If, somewhere down the line, we come face to face and I ask you about KnowledgeFest, it won’t be an idle, asking-to-make conversation question. I really want to know about your experience. But before that interaction happens, here are the six responses I don’t want to hear.
“Well, you tried your best. Let’s call a professional. Oh wait, we ARE the professionals!” Don’t tell me it was a great show. “Great” could mean a lot of things. It could mean that the pizza at the cart outside the show hall was great, or that the big crowd was great, or that the jetthing on the show floor was great (yeah, it really was!) Tell me instead about your store. Tell me how, since you went to the show in Dallas (or Long Beach, or Indianapolis) and put what you learned into action, your sales improved, or your techs got better, or your average tickets went up, or your people are happier. I don’t want to hear that you learned a lot. I know you did. The fact that you came to the show tells me you want to learn to be a better mobile electronics professional. Tell me what specifically stuck with you, and why. We go to the show with preconceived notions of what we will get from a class or booth visit. But for all you get from instructors, sometimes it’s one thing overheard in the aisles or an experience retold by a peer that just clicks. Tell me what clicked and why, and how you’ll use that information to make a change.
6 Mobile Electronics September 2018
Save the talk about being star-struck. I once had an installer who, after an hour of trying, came and told me he couldn’t figure out how to remove the radio from a car. I said to him, “Well, you tried your best. Let’s call a professional. Oh wait, we ARE the professionals!” Needless to say, he figured it out. The point is everyone who goes to KnowledgeFest has decided they are professionals. Some guys are further along than others, and some combine raw artistic talent with skill to produce extraordinary work. But everyone is at the show for the same reason: to get better. Don’t show me the new line you picked up. Instead, tell me about the brand behind the line. I want to hear what made you trust the company enough to make them a partner in your business. Give me your thoughts on how their program, products, training and support will work with your customer base and add to your profitability. And if you’re really feeling talkative, tell me about the ideas that are already forming in your mind for how you will market your new partner to your customers. Don’t pull out your vendor’s T-shirt. Show me yours instead. Talk to me about your logo and how you determined the design. Tell me your tagline and recite your mission statement. Then, let’s discuss how your KnowledgeFest experience will help you strengthen YOUR brand— not your vendors’ brands—with your customers. And don’t say you’ll be back. Of course you will! There’s too much greatness in one place to miss it. Better yet, tell me who you’ll bring with you next time.
Why You Should Trust
Oscar’s Audio Designs We’ve had the pleasure of featuring several of Oscar’s builds in this magazine. There are some common denominators in all of them: the work is clean and imaginative, and the style you see on the surface is supported by safe wiring and attention to detail underneath. Oscar’s caters to clients who are looking for something extra to make their vehicle, and their driving experience, one of a kind. But that doesn’t mean you have to want a total transformation to get the attention you deserve. Owner Oscar Rodriguez made our 2018 Top 50 Installers list, which means he’s part of a special group of technicians who are always striving to be better. I’m sure he will put that same drive into making your vehicle look and sound its best!
Get directions, make calls, send and receive messages, and listen to music, all in a way that allows you to stay focused on the road. Just connect your iPhone or Android phone and go.
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Order Now! Shipping Fall 2018 www.sony.com ©2018 Sony Electronics, Inc. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Sony and the Sony logos are trademarks of Sony Corporation. 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 are trademarks of Google Inc. Apple CarPlay works with iPhone 5 and newer phones. Apple CarPlay and its logo are trademarks of Apple Inc. Features and specifications are subject to change without notice.
feedback
TUNED TO PERFECTION
ADVERTISING SALES Kerry Moyer 978.645.6457 • kerrym@mobile-electronics.com
EDITORIAL Solomon Daniels 978.645.6463 • solomond@mobile-electronics.com Creative Layout and Design: Ana Ramirez Contributing Editors: Jamie Sorcher, Joey Knapp, Laura Kemmerer and Rosa Sophia.
Published by TM
From the classics to the contemporary, what’s the best sounding audio system you’ve ever heard? “The best sound system I’ve heard is a 2017 Porsche Macan S, with Audison Bit One HD, Audison Thesis amplifiers, Audison Thesis three-way components, Dynaudio Esotar Subwoofer, Audioquest Angel signal cables and Audioquest Diamond Digital cables. We experience it on a daily basis. It was built in-house at JML Audio of St. Louis, and it is one of two of our Demo Porsches.” Josh Landau, JML Audio of St. Louis, Fenton, Mo. “I remember the first SQ vehicle I sat in was Tom Meyer’s from 12-Volt Electronics. He was using Hybrid Audio Technology speakers. It blew my mind! He played Michael Jackson, and I remember hearing him walk across the dash, closing a door and guitar grinding through left to right. It was awesome. Since then I listened to Nathan Wetstone’s old vehicle that was also Hybrid Audio, and it was so clear and on axis that I heard sounds in songs I’ve heard 100 times, in a way I never heard before. It’s amazing what proper tuning can do to offer an unforgettable experience.” Anonymous “I built an active JL Audio system that has been updated and upgraded over the last five years. It’s 2006 BMW 330i with two C5-650 components with custom a-pillars and 13TW5 sub with Pioneer AVH-P8400 TwK88, 2-XD400/4 XD600/1, all active tuned with SMD tools and audio control RTA and all times aligned.” Anonymous “The Original JL Audio Mini: Audio should be fun—and boy, that car was a blast! It had three JL Audio 10W6s (originals), and JL Audio 5CS3s up front (before the Evolution products! They may have been 6.5’s not 5.25’s). Precision power 600-watt mono on the subs and 400 watt four channel on the mains.” Anonymous
8 Mobile Electronics September 2018
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 Tony Frangiosa, Chairman of the Board, MEA 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: Oct. 1, 2017. 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: October 2017. 6. a) Total no. copies (net press run) Average: 10,237 Single Issue; 12,826. b) Paid/Requested mail subscriptions Average: 6,039, Single Issue: 7,346. c) Paid sales through dealers, etc.; Average: 0. Single issue; d) Requested distributed by other classes of mail: Average: 435, Single issue: 520. Total paid and/or requested circulation; Average 6039. Single issue: 6024. e) Non-requested distribution by mail; Average: 3,860 Single issue: 4,973. Free distribution through other classes of mail: Average: 0, Single issue: 0. f) Non-requested distribution outside the mail; Average: 267. Single issue: 750. g) Total non-requested distribution; Average 3860, Single issue: 4,973. h) Total distribution; Average: 9,899. Single issue: 12,319. i) Copies not distributed; h1) Office use, leftovers; Average: 338. Single Issue; 507 j) Total; Average: 10,237. 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
ďƒŽ stats
KnowledgeFest: Tech Talks Attendees of the Technical & Fabrication workshops rate their top attributes.
10  Mobile Electronics September 2018
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facebook.com/MobileElectronics  11
helpful stuff Book:
LIVE LONG AND..: WHAT I LEARNED ALONG THE WAY BY WILLIAM SHATNER
If you’re not ready for some great advice and guidance from Captain Kirk, then you’re missing the boat—or spaceship! William Shatner is best known and loved for his role as Captain Kirk on Star Trek from 1966 to 1969. Shatner has authored nearly 30 best-sellers. In his latest memoir, he discusses a wide swath from the meaning of life to finding value in work to living well no matter what your age. Early in the book he says he feels the same way that comedian George Burns (who lived to 100) did. “I couldn’t die as long as I was booked,” Burns said. Shatner, too, is always booked. Additionally, he has been through it all from miracles to strange occurrences. Shatner’s simple rule for living a long, good life is this: don’t die. But seriously, he does share stories from his unique life that show his humor and vulnerability. This funny, reflective and unforgettable book will inspire you long after the last page is read.
App:
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For many people, September is still the best time of year to reset and regroup. If you’re looking to spend your days more productively, get a game plan and use this time-management tool. Many of us waste time, but don’t realize we’re doing it. This app spots the inefficiencies in your schedule while helping you set goals (for example, spending one hour a day to answer emails). You can set alarms to stop you from scrolling through Facebook too long. RescueTime monitors which websites and applications you use, and how much time you spend on or in each of them so you can get a true look at where the hours in your day go. For hardcore time-wasters, the Get Focused option lets you block distracting websites for specific lengths of time.
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© 2018 Sirius XM Radio Inc. Sirius, XM and all related marks and logos are trademarks of Sirius XM Radio Inc. All other marks, channel names and logos are the property of their respective owners. All rights reserved.
12 Mobile Electronics September 2018
App: Fooducate WWW.FOODUCATE.COM FREE FOR IOS AND ANDROID
Along the lines of education, it makes sense to be smart about what you and your family are eating. Is it better to get the Kashi cereal or the Apple Jacks? That might be fairly obvious, but sometimes it isn’t so clear what the healthiest option is. Browse this app’s database to find the best crackers, yogurt, cereals and more for you. This app scans and grades foods based on their ingredients so you can make the best choices possible.
Service: ALEX’S LEMONADE STAND FOUNDATION WWW.ALEXSLEMONADE.ORG
More businesses are becoming socially responsible and it’s easy and rewarding to do. When planning a tent sale or soundoff, there may be an opportunity to make a charitable donation. There are many
worthwhile national organizations to choose from including the Alex’s Lemonade Stand Foundation (ALSF) dedicated to raising funds for research into treatments and cures for children battling cancer. Others include the Salvation Army, Boys & Girls Clubs of America, the American Heart Association and many more. Consider what a donation of any size can do for your business when you help out a community cause or larger effort.
facebook.com/MobileElectronics 13
what’s happening
Amari Schwartz of Perfectionist Auto Sound in Anchorage, Alaska, took home the award for Top Sales Pro.
Introspection Leads the Way Those who took home awards agreed that giving back to the community, offering encouragement to others and learning to be self-aware are essential aspects to fostering growth in the industry. WORDS BY ROSA SOPHIA
A
s everyone gathered in the banquet hall for the industry awards announcements, many attendees who were up for awards shared in both excitement and nervousness. A number of the winners who were called up on stage later said they felt as if they had fumbled because they were so surprised. Ethan Blau of Sound Wave Customs in Virginia Beach, Va. expressed a similar sentiment. Later, after the awards had been given out and this year’s winners had time to absorb the reality of it, Blau commented on his hopes for the future. “We try
14 Mobile Electronics September 2018
to help and give back,” he said of him and his team. “I want to keep going that route and hopefully inspire others. Maybe push people past their limits and help them beyond their fears.” This year, Sound Wave Customs was awarded Retailer of the Year for a single store. It hasn’t completely sunk in for Blau—not yet. “It’s still so new,” he added.
Making Connections at KnowledgeFest At one of the most successful KnowledgeFest events to date, attendees shared how much they’d learned from workshops, manufacturer trainings and by talking to reps and networking on
the show floor. By the time the awards event came around on Sunday evening, a lot of new connections had already been made. Solomon Daniels, editor-in-chief of Mobile Electronics magazine, went up on stage and reminded everyone in attendance, “You have homework. That’s the attitude you have to take away from KnowledgeFest.” Daniels stated everyone should set goals and implement what they’d learned. Furthermore, keep in touch. “You should have met five people that you didn’t know by now,” Daniels said. “Five peers that you can go home and talk to, get advice, give advice, and create those networking connections.”
Introspection Leads the Way
Installer of the Year David Cruz, Avant-Garde Design, Palm City, FL
Installer of the Year Runner-Up Erick Markland, Markland Designs of Atlanta, Lithonia, GA
Sales Pro Award Winner Del Ellis of Del Ellis International stated this was the best KnowledgeFest he’s ever attended over the last 10 years. “What impressed me the most was the hunger to learn how to sell and more importantly how to lead a team to achieve greatness,” he remarked. Jon Dewar of Modern Media Geeks echoed Ellis’s positive reaction. Some of Dewar’s clients were among the industry award winners. Like many others, Dewar enjoyed Eddy Kay’s lecture on Sunday morning. “I worked in retail in 1991 or so, in Connecticut. Eddy flew out and trained all of us,” Dewar said. “I bought his Toolbox then.” It wasn’t until recently that Dewar realized how often he relays strategies he learned from Eddy Kay. A special part of the evening began when George Smith of Mobileworks / Tintworks introduced the recipient of the career achievement award—Eddy Kay himself. Kay expressed his love for the industry and shared some of his background. “You guys made my career,” he added. Kay told the crowd how he’d attended the very first KnowledgeFest, and once wrote articles for a publication called Installation News— now Mobile Electronics magazine.
Coming Full Circle at the Industry Awards Gala When Certified Autosound of Maple Ridge, BC was announced as the runner-up for Retailer of the Year for a store chain, owners Chris Cope and Pat Lee came up on stage with a few team members. “No one knew who we were a year ago, and we sat in this room,” Cope said. “You guys made us better. This award is going to drive us to be that much better
in this industry. We thank our guys, and everyone in our store.” Lee agreed, adding, “They’re the lifeblood of our business.” After the award ceremony, Cope admitted the experience manifested mixed feelings. “This is the first retailer award to come back to Canada,” he said. “All the emotions aside, our company is very proud of what we have achieved this year.” Sound FX took the place for Retailer of the Year Runner-Up for a single store. The business also won Expeditor of the Year, and owner Brian Layton named Road Warrior Adam Lewis as the “backbone” of their business. They took a moment to try to recall how many miles per year Lewis puts on the company van. “In rain, snow, wind, thunder, lightning—this man is there every bit of the way,” Layton said. “I appreciate all you do.” Adam Lewis of Sound FX was also named among the Top 12 Installers this year.
Inspiring Others by Sharing Encouragement Erick Markland of Markland Designs in Atlanta, Ga. was announced as Installer of the Year Runner-Up. Markland advised everyone that the best thing a person can do for someone else in the industry is to inspire them. “Even if you don’t know the person, tell them, ‘Good job. Keep pushing forward.’ Tell them, ‘You can do it.’ I’m going to keep working harder. I’m not done yet.” Markland added that he felt motivated, inspired and energized—but now he felt a lot of pressure as well. He plans to pursue the Installer of the
Amari Schwartz, Perfectionist Auto Sound, Anchorage, AK
Trusted Tech Award Winner Shaughnessy Murley, Visions Electronics, Red Deer, AB
Retailer of the Year Single Store Sound Wave Customs, Virginia Beach, VA
Retailer of the Year Runner-up Single Store Sound FX, Lewes, DE
Retailer of the Year Chain Mobile Toys, College Station, TX
Retailer of the Year Runner-up Chain Certified Autosound, Maple Ridge, BC
Rookie of the Year Edgar Diosdado, Mobile Toys, College Station, TX
Year award next year. “It’s a tool to motivate me to step outside my comfort zone,” he explained. Many agree that each award winner takes on a new role of leadership within the industry. Last year’s Trusted Tech was Ata Ehdaivand of Absolute Electronix in Rockville, Md. Ehdaivand came up on stage to help introduce this year’s Trusted Tech—Shaughnessy Murley. “Trusted Tech means a lot of things, right?” Ehdaivand said, stating the Trusted Tech is someone you can call when you don’t know what else to do. Murley has been attending KnowledgeFest since 2011. “We’ll see where the future brings us,” Murley said. “I’ve got probably 10 good years left in the facebook.com/MobileElectronics
15
what’s happening Career Achievement Award Eddy Kay
Expeditor of the Year Sound FX
Top Vendors
Distributor of the Year DOW Electronics
Vendor of the Year Sony
Rep Firm of the Year
Top Vendor: Autosound & Video
Marketing Pros, Arlington, TX
Sony
Rep of the Year
Top Vendor: Security, Safety and Driver Assistance
Neal McSweany, AAMP Global
Firstech
Top Vendor: Accessories and Materials Metra Electronics
Top Vendor: Infotainment & Multimedia Kenwood
Top Vendor: Powersports & Marine JL Audio
A big part of KnowledgeFest is visiting the show floor and networking with reps. Here, Brian Layton of Sound FX speaks with an Alpine rep.
install bay. I’m gearing up to teach and I think maybe move into tech support in the future.” With the announcement of Retailer of the Year for a Store Chain, Christerfer Pate—owner of this year’s winner, Mobile Toys in College Station, Texas— shared how the store started ten years ago. “We took over a business that was part of a big AV store that did highend home audio video,” Pate said. “I once worked for the owner and we decided to buy the joint. We’ve had a lot of ups and downs, but every year we’ve moved forward.” The business has grown roughly 30 percent this year, Pate added. “That’s in no small part to our team.” Beside him on stage stood his wife, Samantha, who handles warranties at Mobile Toys. Rookie of the Year is an important award because it helps excite younger
16 Mobile Electronics September 2018
people in the industry, said Daniels prior to introducing this year’s winner. “We want our young guys to be excited,” he said. “We want them to be excited about learning and growing.” Edgar Diosdado, also from Mobile Toys, took home this year’s Rookie of the Year award. “I want to thank Mobile Toys for giving me this opportunity,” he said. “I truly love what I do and to be recognized for it is amazing. It really was a great achievement for me and opens a door for more opportunities and drives me to do bigger and better things for the industry.”
Believe in Yourself and Foster Growth The cheers were loud when Amari Schwartz’s name was called for Top Sales Pro of the year. Elias Ventura, 2017 award winner, came up on stage
to help present the award. Schwartz mentioned how much she’s learned from people such as Jason Kranitz and Bryan Schmitt. “I think about the things I’ve been taught and they just make me a better person and a better salesperson,” she said. Chris Cook, president of Mobile Electronics Association, presented her with Eddy Kay’s Toolbox to take home for her and her team. “I couldn’t stop shaking after they called my name,” she said later. “KnowledgeFest is important because you get to further your product, installation and sales knowledge to better yourself and the company you are reflecting. You also get to network and meet amazing contacts you can call friends. I encourage everyone to go for an award, and to put their name out there.” Schwartz also thanked her father, John Schwartz, for his continued support.
Introspection Leads the Way Most Improved Store or Chain Tunes-N-Tint, Lakeland, FL
Best Online Presence Perfectionist Auto Sound & Security, Anchorage, AK
Best Customer Retention Program JML Audio of St. Louis, Fenton, MO
Best Customer Experience Eddy Kay, sales trainer and motivational speaker, was given the Career Achievement Award this year.
Columbus Car Audio & Accessories, Columbus, OH
Best Store Culture Titan Motoring, Nashville, TN
Customer Choice Award Lakes Audio, Baxter, MN
Jason Kranitz of Kingpin University, one of this year’s Top 5 Sales Professionals, taught several classes at KnowledgeFest on topics such as sales and understanding store numbers.
Their business, Perfectionist Autosound, also won an award for Best Online Presence. “I truly believe we put a lot of effort into this,” said John Schwartz. “We are constantly working on our online presence. We are always trying to stay on the forefront of customer experience.” Christerfer Pate, last year’s Installer of the Year, helped introduce this year’s winner: David Cruz of Avant-Garde Design in Palm City, Fla. “You have a duty as Installer of the Year to represent the industry,” Pate said. “That’s something we have to take seriously, and I hope you all felt that I did. It doesn’t end when your year ends. You’re looked up to as a leader and it’s your job to be positive toward everyone, and never push anyone down.” Things will only get more difficult, he added, “and we have to be
Shaughnessy Murley (left) was named Trusted Tech at this year’s industry awards event; Corbin May is a Top 5 Sales Professional.
smarter, faster and better trained.” Blau reflected on how Sound Wave Customs arrived where it is today. “I have been in the industry for a long time,” he said, “but I opened my company in 2013, and I am 32. Set your goals high, work hard, network, ask the right questions and always continue to learn. You can achieve anything.” “Working together on a daily basis is what it’s all about,” said Joshua Landau of JML Audio of St. Louis. JML Audio was honored with an award for Best Customer Retention Program, and Landau added that the award will drive the company to a higher level. The atmosphere at the awards event was one of confidence and pride in the industry. Daniels underscored that the most important part of entering the awards is to believe in oneself.
“You have to say, ‘Here’s why I think I deserve to be there,’” he explained. “Second, you have to get people to believe in you. If you do your job, you’ve got people who want to vote for you and want to see you succeed. That’s how people get to the Top 12. They believe in themselves and people vote for them because they believe they are worthy of the award.” The last step, Daniels said, is to prove it. The process is very introspective and rigorous, he added, and those who go through it always come out stronger. “We want people to be introspective,” he said, adding that it’s not about how a business’s revenue went up 20 percent. “It could be, ‘We lost 10 percent, but I know why.’ We want to know that you understand what’s going on with your business, and you’re taking steps to improve it. It’s all about growth.” facebook.com/MobileElectronics
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retail news
WORD BY ROSA SOPHIA
LYNX Customs Weighing Management Classes a Focus Options to Build Long-Term Future Plans for 806 Autoworks While seeking the next step in his career, Luke Farley of LYNX Customs attended KnowledgeFest and brought a brand new 2018 Jeep Grand Cherokee onto the show floor. “In our store, this would be a $20,000 ticket,” he said. The vehicle received car wrap and high-end window tinting, along with an upgraded alternator to offer more recharging power to support the high-power audio system install. “We installed AudioControl DSP-equipped amplifiers. We did JL C7 speakers and a W7 subwoofer, and we did the Escort radar detector with integration piece to make it play on the factory gauge cluster,” Farley explained, adding that this build is an example of “quick accessorizing and good profitable services on a brand new car.” The build took Farley 10 days, and he completed it just before the show with enough time to get it to Dallas from Denver, Colo. This is Farley’s second time at KnowledgeFest. LYNX Customs made it into the Top 50 Retailers for 2018. Farley traveled with his family, who was off-site and on vacation. “I’ll be joining them and I’ll make the trip back to Denver to work later this week,” he said. Farley learned a lot, especially from a class on 3D printing that he enjoyed. “One of the big reasons I came was to do some networking to try to find some people from the Denver area, or who might be interested in relocating to Denver. Or maybe someone has a really good team that I could relocate out of Denver to go join,” he added. “I’m looking for not so much the next big thing, but the next step.” Farley has been the owner of his business for almost eight years. “It wears on you. It’s always a struggle,” he said. “I have a desire to be part of a bigger team at this point.” While he does have employees, a lot of the business revolves around Farley’s presence, he added. “I’m trying to figure out a longterm plan.”
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In 2012, Bryan Turvaville of 806 Autoworks began attending KnowledgeFest as an installer. Now he attends as an owner and gets a lot out of management classes. Turvaville added that networking is an another essential aspect of the event. When it comes to management, Turvaville stated that he has difficulty with understanding certain aspects of cash flow. “I need to understand where my numbers are,” he said. One of the most important classes he attended was “Cash Flow Management for Small Business Owners,” presented by Ellen DeLuca of MEA. “There’s a lot that I still don’t understand, like how to figure certain numbers and why I need to track certain things,” Turvaville explained. The class planted a seed, he said, prompting him to research more about the topic. “It didn’t teach me everything I need to know, but now there’s a seed there. I need to read a book on cash flow management, or [learn more] about what a P and L statement is—things I’m not currently doing that I need to be doing.” Topping the experience was “Eddy Kay’s Original Tool Box,” a class for owners and managers. Turvaville stated that it was the best class he has ever attended at any KnowledgeFest since he first started going in 2012. “That was an amazing class,” he said. “I had a lot of takeaway from that class on how to speak to the customer and how to close a sale. At least 75 to 90 percent of the time, I was interacting with the customer wrong.” Using what he learned, Turvaville added, he can change his entire sales tactic immediately. “I’ll be able to change how I talk to the customer, how I approach the customer, and start implementing that as soon as I get back to the shop.”
Even the Smallest Change Has an Impact Each show offers an important refresher, said Aaron Schildknecht of Solar Pro Tunes and Tint in Warrensburg, Mo. Last year was Schildknecht’s first time at KnowledgeFest, specifically Indianapolis. This year was his first time at the Dallas event. “I brought two guys along,” Schildknecht said, adding that he’s the manager of the shop. “My other install tech, and sales/window tinter. They’re doing a lot of sales trainings and fabrication classes.” The owner of the store wasn’t able to make it this year. Schildknecht most enjoyed the Mobile Solutions training classes related to fabrication. “Bryan Schmitt teaches a lot of not only honing your skills, but making your business’s appearance and presence better,” he said. “I think that’s really important.” Kenwood, Focal and Mosconi manufacturer trainings also gave Schildknecht a lot to think about. “The design class with Ricardo was awesome,” he said, adding that design is something he wants to learn more about in the future.
“I always leave any kind of training with something. You come back with more pride in how you do things. Even if it’s a top-end shop, you leave and you may tweak something a little bit,” he added, “whether it’s the way you ground an amplifier, or how your shop is organized, or how you greet a client at the front door.” Everything offers a boost, Schildknecht explained, adding that when his coworkers come back from the show, “they’re different people.” “That’s what’s really nice about this. It makes you think of little things you can change. It’s a refresher every year.”
Greg Boylan Finds New Sales Techniques and Inspiration at K-Fest It’s been a long time since Greg Boylan of Specialty Marketing in Mechanicsville, Va. attended KnowledgeFest. Boylan said the event was much smaller in 2006. He was most excited about Eddy Kay’s class, “Eddy Kay’s Original Toolbox.” Boylan picked up a few sales techniques, and continues to learn from industry veterans like Kay. In the last few years, Boylan has learned from Del Ellis through his leadership and sales training and tries to incorporate things he has learned from both Ellis and Kay. “I met Eddy Saturday on the show floor and spoke with him for a few minutes and thanked him. He was very humble and thanked me back,” Boylan said. “I’ve learned new techniques and new sales questions to ask. One of my former employers sadly closed his doors this year after 30 years in business. He turned me on to Eddy Kay 15 years ago. I have his discs’ one and two and I listen to them on long drives as a refresher. He’s a godfather in this industry on the aftermarket side, and a great teacher.” Boylan wants to keep up with DSP as well as blind spot detection systems as technology continues to change. “The education for the end users—whether you’re in brick and mortar, or on the distribution side like I am now—it’s just priceless. It gives me an opportunity to help everyone on
the other end. If I’m selling to someone who has a retail store, or I’m at a show or event, maybe I can help that retailer help their customers.” Boylan works within the 12-volt side of Specialty, which is a distributing company. He also helps to keep the business’s website updated. “When you do things as long as I have, you sometimes forget things,” he added. “Coming here helps refresh it. I always learn something at an event like this.” Everything that Boylan has learned from Eddy Kay continues to inspire him. “Every few months I listen to his discs,” he said. “His class talked about his career and his famous toolbox. He’s inspired me in many ways throughout the years and has helped improve my approach on the sales side.” Boylan added, “If you’re not learning, you’re not educating yourself or your clients.” facebook.com/MobileElectronics 19
retail news
Strategies on Billing and Sales Prove Eye-Opening for Extreme Audio As the manager of an Extreme Audio location in Mechanicsville, Va., Brian Schurg is always working to hone his skills when it comes customer interactions. For this year’s KnowledgeFest, most of his colleagues from the shop attended as well. “It’s the one time of the year to get together with everyone, bounce ideas around and learn,” he said. “It’s a small community, so we have to jump on these opportunities.” Schurg has picked up some management and sales tactics that he intends to implement, as well as store processes. He learned a lot from Jason Kranitz’s class on selling custom work, along with Ken Ward’s DSP tuning courses. Furthermore, Schurg taught a class with Andy Wehmeyer of Audiofrog entitled “The Fundamentals of 3D Printing for Production.” Still, Kranitz’s class was most useful for Schurg. “The way he systematically breaks down how to bill for jobs was really eye-opening,” he said. “Everything he mentioned—like, ‘How many of you guys have made this mistake?’ Absolutely, I have. He has a really great approach to making sales.”
Experiencing the Supportiveness of the Industry Helps Boost Positivity Sound FX in Lewes, Del. is a Top 12 Retailer of 2018, and attending KnowledgeFest with his coworkers was Adam Lewis, the shop’s “Road Warrior,” who completes installs on-location in all kinds of weather. This year, Lewis was named a Top 12 Installer, and it was also his first time at KnowledgeFest Dallas. Also in attendance from Sound FX was Brian Layton, Aaron Crooks, Matt Schaeffer and Elias Ventura. Lewis attended some classes that provided information he was already familiar with, but he came away with tips and refreshers on important points. “Like Ohm’s Law,” he said. “I hadn’t paid attention to it in a while.” Lewis picked up tips here and there, even down to the smallest details. “I think I’m going to go back and order a
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Who’s Who
Faces in the Industry Don Lester Store: Internetfellas LLC City: Nashville,Tennessee Position: Owner Years of Industry Experience: 16 Hobbies: Cars, outdoors, sarcasm What you’re really good at: Working with creative people
Aaron Iwane Store: Elevated Audio City: Miami, Florida Position: Technician Years of Industry Experience: 17 Hobbies: Fishing , cars What you’re really good at: Custom fabrication design
Brian Hampson Store: Stereo West Auto Toys City: Omaha, Nebras Position: CEO Years of Industry Experience: 32 What you’re really good at: Teaching staff about new products
big bin of nuts and bolts and get that in the van,” he said. Lewis has to ensure he has all the necessary tools when he’s traveling to complete an install. Overall, experiencing the supportiveness of everyone in the industry at KnowledgeFest helped to give Lewis a refreshed, positive feeling. “Everyone has been extremely nice,” he said, adding, “We’re in a band of brothers and sisters who want to help each other out. It’s pushing me forward and keeping me going.”
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Installer of the Year
“When I first started, I was cleaning. I was sweeping floors, doing very simple things. It was more of an apprenticeship...It went on from there.”
THE CHOICE TO EVOLVE
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When David Cruz decided to enter the 12-volt industry, he had to start from the bottom. Now Installer of the Year, he carries an attitude of perseverance and—most of all—a determination to continue evolving. WORDS BY ROSA SOPHIA
F
inding a career that is rewarding and financially beneficial is important, but what interested David Cruz didn’t seem possible at first. At one time, he wasn’t aware he could follow such a career path. “I’ve always been interested in working with my hands,” he said, “which is why I went into automotive.” What he saw in car audio magazines, though, involved projects that were unique, one-of-a-kind builds. That was the kind of work he really wanted to do. But his background wasn’t in 12-volt. High school years were difficult, and so Cruz left and earned his GED instead. “My parents gave me an ultimatum,” he added, so he decided he wanted to work on cars. He went to college for automotive engineering at ATI in Dallas and then Lincoln Tech. “I did some more schooling to be a technician. I picked it up quickly and I loved it,” he said. “I was always interested in the building part of 12-volt, and the sound. I enjoy music a lot—not because it’s loud, but the reproduction of the music itself.” Cruz remained fascinated by the different techniques utilized to change the way sound is experienced as well as fabrication and integration. “That was before sound processors were around,” he added. “People were doing tricks with flipping phase and speaker placement.” It wasn’t until 2004 that Cruz was hired at a shop. To get the job, he had to prove himself. “When I first started, I was cleaning. I was sweeping floors, doing very simple things. It was more of an apprenticeship,” he said. “It went on from there.” facebook.com/MobileElectronics 23
Installer of the Year
Passing the torch: The 2017 Installer of the Year, Christerfer Pate, presents David Cruz with the Installer of the Year award on stage at KnowledgeFest Dallas.
Having spent most of his life in Texas, Cruz recently made a big move and accepted a position at Avant-Garde Design on the Treasure Coast in Florida. “I was born in Puerto Rico and stayed there until I was five,” he added. “My father was in the Army, so they moved us.” The family lived in Georgia and Arizona until finally settling in Texas.
A Desire for Custom Work While he was still a student, Cruz got a job at a Lexus dealership in Dallas where he worked as a technician. The bay was air-conditioned, all the techs wore white uniforms and everything was kept very clean, he said. After moving on to work for Park Place Mercedes, Cruz also did light body work. When the company acquired another dealership location that sold both Mercedes and Bentley, Cruz was one of the first technicians to work there on the Rolls Royce and Bentley line. Still, his interest remained with the custom side of things. And when it came to automotive, low riders were his passion. When a friend of his started a business called Irving Customs, close to Dallas, and brought him in, it gave Cruz the chance to begin doing the custom work he so enjoyed. “I have always been into low riders,” he said. “He opened a shop doing suspension and interiors. I learned to weld quickly. We built a lot of low riders with
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custom paint jobs. I did that for a couple of years.” An audio shop was right next door. The businesses decided to merge, so a wall was torn down and they began sharing the same bay. “They got together and made it into a one-stop shop,” Cruz said. “You came in, built your low rider and we did the audio.” After expressing to the owner that he was interested in the audio and fabrication side of the business, Cruz got his first chance to learn more. “I was happy to do it. That’s where I started learning the routing of wires, fabrication and building enclosures.” Cruz also learned to sew while working on vehicle interiors. “I did sunroofs, re-did headliners and I would mount the TV screen from the top and mount the DVD players.” VCRs were still being installed at that time, as well. After learning upholstery, Cruz wanted to shift more into car audio, but he was continually rebuffed because many businesses wanted more experience in a bay and an MECP certification. When he found a shop in Grand Prairie that would be hiring soon, Cruz set his sights on the shop and made an appointment to return when there was an opening.
Taking Steps to Evolve He had a lot of experience, but it wasn’t what they were looking for. Still, the owner of the shop told Cruz to come in on a Saturday to assess his skills. “I
showed up and completely blew it,” he admitted. “I was so nervous. Everyone else knew what they were doing, but I was out of my element.” When he asked for feedback, the owner said, “‘I don’t think you’re right for the position.’ He said, ‘You were just standing around.’ He was honest. I appreciated it.” Cruz could’ve walked away and given up. But instead, “I didn’t let it go,” he added. “I showed back up at his doorstep.” He asked for another opportunity and a chance to prove himself. “I told him I really wanted to work there.” The owner asked him to come in for another Saturday, and this time, Cruz was sure he’d missed his chance for good. “I thought I blew it again. The install was one of those flip-out radios. Kenwood. They had this big brain under the seat with wires running from it. I put everything under there and ran the cables.” But something was wrong. When they tracked the issue, it turned out the wires had been pinched under the seat. Despite the situation, the customer was very understanding. Cruz got the job because the owner was impressed with the fact that he’d given it his all, stayed and worked to track down and fix the problem. “I started at Grand Prairie Audio in June of 2004,” Cruz said, adding that he worked there for about eight years. “I became the fabricator and I was the manager in the back.”
View from the top: Avant-Garde Design’s newest location, complete with this large bay, allows the business more room to grow and expand.
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Installer of the Year Cruz bounced around to a few different locations after that, until arriving at Mobile Sound Systems in Arlington where he learned more about integration, DSP and sound quality and staging. “I was always interested in SQ and the feeling of sound,” he said. “When I got into Mobile Sound Systems, I was happy because I was able to hear things I never heard before. I can listen to classical music and hear pages turning in the background, the drums hitting, the impact and the delay of the sound and where it led. How big the room is, if it was small, or if there’s an audience in the back. I loved it.” Over the course of his career, Cruz has done a little bit of everything.
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Being bilingual helped a lot in Texas, he said, and it raised the comfort level for Spanish-speaking customers. “I do some of the designing for clients who don’t have an idea in mind. They’ll tell me what they’re looking for, and I go home and pull out my iPad. I do more pencil and pen than anything. I’ll overlay it, and I talk to the customer.” The conversation involves discussing what the end result will look like and the colors that will be used, he explained. Recently he completed an all-red interior in a 1963 Nova, and a complicated, sleek build in a travel trailer.
The Next Installer of the Year When Cruz arrived at Soundscape Car Audio in Carrollton, Texas, it was the true beginning of his career. In 2007, while he was still at Grand Prairie, a Rockford Fosgate rep nominated him and Cruz was named among the Top 100 Installers. At Soundscape, he was able to jumpstart building a name for himself in the industry. Eventually, it was time to move on so that Cruz could grow in his career. “I gave my two weeks and said I would find something.” When Jason Kranitz learned he was now independent, Cruz said, he invited him to work at Kingpin Car & Marine Audio in Oregon. “I stayed there for a couple of weeks. Right after that, Chris Pate called me and said he heard I wasn’t at Soundscape anymore.” After spending a couple of months at Mobile Toys in College Station, Texas, Pate told him he’d heard Avant-Garde in Palm City, Fla. was looking for someone. “I didn’t think he would hire me,” Cruz admitted. Despite this, Pate made the call for him, and according to Cruz, not five minutes had passed before his phone rang. Jeremy Carlson, general manager of Avant-Garde, called to tell him he was looking for a fabricator. “I’m very introverted. Not that I don’t believe in myself, but I’m very humble,” Cruz said. “I do what I do, but I don’t always feel like it’s worthy. It’s one of those flaws.” The two didn’t know each other personally, but they’d met at Mobile Solutions. After coming to an agreement, Cruz left Texas and moved to Florida to work at Avant-Garde. About 90 to 95 percent of the work they do involves large-scale custom projects, according to Cruz. “Avant-Garde, the meaning of it—it says it all for who we are,” he added. Winning the Installer of the Year award means something different to each person, each year, and for Cruz, submitting the video wasn’t the most stressful aspect of the experience. However, he admitted finding the right words to speak to others about it can be stressful. “I feel very good about it. I’ve never made this award a make or break
situation as to who I’m going to be, or what it’s going to dictate,” he said. The sun is still going to shine tomorrow, he added, and candidates will enter the awards because they love the industry and they want to be a part of it. “But don’t make it dictate who you are,” Cruz added. “Show off what you do. It shows growth.” While still at Soundscape, Cruz made it into the Top 50 and the Top 12. When he was running for the Top 50, he used his phone to record his video, remarking the quality was not good. When Christerfer Pate won Installer of the Year, Cruz was named runner-up. This year, Cruz hadn’t even planned to enter because things were busy at Avant-Garde. Both Carlson and Pate encouraged him, and he decided to enter after all. “I was always interested in photography, art and conceptual stuff, so I decided to do it as a hobby. I picked up a cheap camera and started taking pictures and putting my name out there, showing the quality of my work and saying why they should choose me,” he said. “I felt like I did a better job on the video this year.” Displaying everything necessary in the video was a process in itself. Cruz had to decide what to take out, and how to make things more streamlined with simple transitions between sections. When his name was announced at the industry awards in Dallas, he could hardly believe it. He’d been shouting another person’s name in his head, just knowing he wouldn’t be the one to win,
he said. “I just couldn’t believe it. It was emotional. Starting in 2004—and here I am standing on a stage and I’m Installer of the Year. I still don’t believe it.” He recalled asking himself, “Did they make a mistake?”
A Part of Something Bigger After the event, Cruz walked around the hotel and watched the video of him winning Installer of the Year. The experience continues to be an impactful one. “I’ve never shied away from helping others. I’ve always wanted to teach,” he said. “I’ve always enjoyed the aspect of sharing knowledge.” Cruz noted his appreciation for those who’ve helped him along the way—Craig Davis, owner of Grand Prairie Audio; Dan Ungaro of Soundscape Car Audio; Pete Daley with Marketing Pros; and finally, “I have to thank Chris Pate for opening his doors and letting me work there for a couple months, and Jeremy Carlson for the honor of working with the best in the auto interior industry.” While Cruz is grateful for his experiences, he stressed the importance of offering positive words of encouragement to others in the industry. “At the industry awards, Erick Markland said to tell someone, ‘You did a great job.’ I still have pictures of my very first custom install in my brother’s car, and I laugh at it,” Cruz said. “It’s atrocious, but it brings a smile to my face. We all came from somewhere and we all need to hear great things from great people.” Offering a compliment, followed by advice—such as a suggestion regarding
technique—will help offer inspiration. Be yourself, Cruz said. “Making the industry award your priority is the worst thing you can do. Don’t build a car because of the industry awards. Don’t do a good job because of it. Don’t take amazing pictures of your work because of the awards. Don’t do anything because of the awards.” Cruz said he’s heard a lot of industry professionals question whether or not they should enter. “It all falls down to why you are doing it. Is it because you want to better yourself?” Being self-aware allows one to step back and examine one’s motives, and Cruz stated he’s always been able to rein himself in and say, “Why am I doing this? You’ll still be David whether you win this or not. Don’t do it for anybody but yourself. Do it for you,” he added. “Don’t do it for the accolades. Don’t make that award who you are.” As for Avant-Garde Design, the business will be growing in the next couple of years. With a new facility at 10,000 square feet, there’s plenty of room to expand. Cruz speculated about his future. “Maybe I’ll be more on the management side,” he said. “Maybe I’ll plant roots. Maybe I’ll finally say I’m going to buy a house.” When considering whether or not to enter the industry awards, do it for the right reasons, he stressed. And, most importantly, ask this pertinent question: “What will you do to evolve? Take away the award and we’re all still the same people,” Cruz added. “The sun will still rise tomorrow.” facebook.com/MobileElectronics 27
ďƒŽShow Products This limo made from a real Lear Jet was a head-turner on the show floor at Dallas. Created by Jetsetter Incorporated, it features products by Atrend, Dynaudio, Race Sport Lighting, TruTechnology, OzAudio, StageClix, Audible Physics USA, Bandaaudio Parts and Kenwood. The Jet Limo is road-legal and can carry up to 18 passengers.
New Gear KnowledgeFest
KnowledgeFest is becoming the new place to show off exciting and updated products. Exhibitors displayed everything from amplifiers to subwoofers to DSPs, to security equipment and powersports accessories.
Audison APF 8.9 bit Amplifier This product is an eight-channel amplifier with nine-channel DSP and will be in stock in December of 2018.
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Metra Electronics Heise Municipality Light Beacon and Mini Light Bar This new safety category helps open the door for retailers to venture into working on fleet vehicles that require strobe lights. These are meant for emergency lighting, such as ambulances, and offer 16 different flash patterns. The cost is yet to be determined, and the product should be available this month.
Crimestopper CAM-300 and -400 Marine-Grade Cameras The CAM-300 and CAM-400 are both eyeball cameras that come with four different mounting options. This allows the retailer to only stock one SKU as opposed to stocking different pieces. The eyeball camera can be mounted and also used on chrome and black license plate frames, and it is very modular. The retailer need only stock the license plate frame colors, and either camera can be used in these frames.
Crimestopper MIR-007 Universal Touchscreen Rearview Mirror Crimestopper’s newest rearview mirror, the MIR-007, has dual screens. The user is able to have a front and rear camera input or stitch both images together to make a full seven-inch screen.
DS18 Lithium Batteries LTI 4.5ka These new lithium batteries are designed and assembled in the U.S. at the DS18 headquarters in Florida. Made from high density plastic and highly conductive materials, the batteries are built with the latest technology. A built-in BMV module offers charging protection. It is 4,500 CA and can produce up to 60,000 watts in burst. The product has a rest mode at 13.3 volts and weighs 39 pounds. The MSRP is $1,999.
ODX Lighting LED Bulbs Complete line of LED bulbs for vehicles, direct replacement for OEM. Full lifetime warranties. The company makes a line of wipers, as well. More products are coming soon in time for SEMA.
DD Audio DSI-2 Four-Input, 10-Output DSP This DSP allows for easier and more precise tuning of an audio system. It is Bluetooth compatible and remote controllable with an optional BTR accessory package. It can either be integrated into an OEM system, or used with aftermarket source units. The tuning software is very user-friendly, available for PC, iOS or Android. The MSRP is $249.
Aquatic AV Bluetooth Subwoofer This 8-inch Bluetooth subwoofer comes in a plastic enclosure and is fully waterproof. It is a great solution for boats and has built-in crossovers. All Aquatic AV products are built to withstand harsh marine environments.
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Show Products
JL Audio VX1000/1i Monoblock Class-D Subwoofer Amplifier with Integrated DSP This subwoofer amplifier has an output of up to 600 watts into four ohms, or 1,000 watts in two ohms. The product offers solid bass with high efficiency, and its compact size makes it easier to install in vehicles with little space. The amplifier is adjusted and configured through an external device, such as a smartphone or tablet, once JL Audio TüN™ has been installed.
Rostra Trailer Connect Products for Commercial Use
Race Sport Lighting Color Smart Demon Eye
These products make it possible to mount multiple cameras into higher-end trailers, displaying video on a nine-inch monitor in the cab. This is an entire line of new heavy-duty commercial cameras for boat trailers, horse trailers, and tagalong trailers.
This product accents a vehicle’s headlights, allowing the user to control patterns and accents through a Bluetooth app. The MSRP is $269.
Kenwood PA-W801B Powered Subwoofer This eight-inch oversized subwoofer has a built-in 200-watt RMS amplifier. It comes with a 19.7-foot wired remote controller. The MSRP is $350 and the product is shipping now.
K40 RL360di Custom-Installed Radar Detector, and RL200di
ESCORT MAX Ci 360 Advanced Detection System This product was made to integrate seamlessly, and features front and rear radar detection. The ESCORT MAX Ci 360 also has front and rear laser shifters to protect against speed monitoring.
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These products provide advanced radar detection complete with discreet installation. The RL360di comes with Laser Defuser Optix™ laser jammers. The installation provides seamless integration. The image shows the placement of the products on the vehicle. Both radar detectors are available and shipping.
NAV-TV Zen Audio DSP12A-A2B Processor This processor references systems, high quality analog and digital output from the factory head unit while retaining OEM features. It converts Ford factory A²B® to a 12-channel analog RCA and TOSLink output, according to the NAV-TV website. Zen offers a line of products that are similar in appearance. Each product has the same case, but with different harnesses and firmware inside. The full DSP software suite will also be available for the unit at an additional to-be-determined cost. The cost range for this line is $899 - $1,299.
Ground Zero Line of Amplifiers and Speakers – Including GZPA Reference 2SYM Amplifier Ground Zero offers a premium power line of products, from high-power output for competition-level sound to everyday use for audiophiles. Cost varies depending on the product. The GZPA Reference 2SYM amplifier is $3,800. These products are focused on ultimate sound quality.
Stinger X Line of Interconnects Like RadioPro Advanced, this product is MAP protected. Stinger offers three series of interconnects that will give dealers a better way to stay profitable. All of them offer quality pure copper conductors in the cables. No cables share signals between channels. They are twisted cables, with directional drain wires and a better quality of RCA. The price range for this line is $60 to $300.
RadioPro Advanced
LinksWell Tablet-Style Radios
MSC America Helix DSP Mini
A line of universal touchscreen units is available from LinksWell, with an improved Bluetooth system and radio receiver. On display at KnowledgeFest Dallas was a double-DIN Android unit with a screen that can be flipped to the position the driver prefers. Various apps can be downloaded using a Wi-Fi hotspot. This line starts at $200 and goes up to roughly $1,200 for the more expensive units.
The Helix DSP Mini is the newest processor in the Helix line of products. It offers true center upmixing using an algorithm developed by engineers in Germany. It up-mixes left and right to create a center channel, and has a bass augmentation circuit. It can digitally enhance and offers a low frequency response. Another algorithm in the Helix is called a stage expander, allowing the sound stage to be adjusted and widened. This is shipping now and the retail price point for the Mini is $500. There are three DSP processors in the entire line, beginning with $500 for the Mini, to $1,100 for the most expensive processor.
RadioPro Advanced is offering a MAP-protected line of radio integration harnesses, with more features than previous models for both the customer and the installer. Expansion ports to integrate cameras make it easier to add and upsell extra safety devices. This is a new line with a higher output than previous models. All products in the line will be shipping by late September, early October. MSRP is between $59 and $299, depending on the product in the line.
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Show Products
Waylens Inc. Automotive Performance Camera Horizon is a performance-based camera marketed toward auto enthusiasts. The OBDII transmitter grabs the performance data of the vehicle and overlays it onto the video to give the driver a unique experience. The driver is able to see what’s going on with the vehicle in real-time while they’re driving. The footage can also be shared from the user’s mobile device. Great for off-roading and the drag-strip, this is an allin-one solution for those who love driving and seeing the data. The Horizon retails at $499.
Eton Plug-and-Play Upgrade Kits for BMW, VW and Mercedes Eton is a prime manufacturer for BMW factory loudspeakers. The price points for Eton products are very attractive, about half the cost of similar items on the market. A two-way kit, for example, is $299. A line of similar kits are roughly the same price. Eton manufacturers coaxial products and component sets. With a broader range and more kits for BMW, they will be adding Mercedes kits. Eton also makes an under-seat woofer for BMW, but it also works in Mini Coopers and Range Rovers. These products offer easy upgrade solutions at an affordable cost.
32 Mobile Electronics September 2018
Alpine PWD-X5 Subwoofer This subwoofer has a four-channel amplifier to power four speakers with a built-in DSP. Multiple products are encompassed into one, for any customer who decides to keep their factory radio but wishes to increase the sound quality.
Wet Sounds Offers New Dealer Displays, In-Boat Speakers Dealers will be able to choose which products they want on their custom Wet Sounds display which will allow the dealer to demonstrate speakers and subwoofers to potential clients. Wet Sounds is also offering in-boat speakers that start at $349 per pair. All of the company’s products are marine-grade and manufactured for such environments.
Compustar PRO 2-Way Remote Kit PRO T11 This remote start has up to three miles of range, with two-way LCD confirmation. The IPX-7 remote is waterproof and the product is rechargeable via USB. Two remotes are included, and the remote kit works with most Firstech systems.
Rockford Fosgate 2014-Plus Harley-Davidson Saddlebag Lid Speaker Kit One of Rockford Fosgate’s newest product offerings is the 2014-plus saddlebag lid kit. The product integrates into the environment so that customers are able to utilize their existing lid. The MSRP is $499.
PROBOX PBR 2000.2 Amp The PROBOX PBR 2000.2 is a 2,000-watt off-road audio amplifier kit with Bluetooth controller.
VAIS Technologies GSR Generation 2 SiriusXM Satellite Radio Interface This product offers a new hardware platform in a one-box solution. Originally, the USB port was used to communicate to the radio, but now a secondary port has been added to plug in to the VAIS Technology equipment. This gives the customer back their charging port. Additionally, the charging port is boosted up to 2.4 amps, giving additional power to charge a tablet or phone. While using a navigation app, the device will now be able to charge at the same time, without running down the battery. This is a universal application, with an MSRP of $299, with an added cost for the SiriusXM SXV300 Connect tuner.
No Limits Enterprises Radenso Radar Radenso is offering an ultimate full package front and rear radar detection and laser system, with accessories for both the installer and enduser. There is a full-on serial number card for the end-user, which is great when switching the system to another car. The system comes with a five-year ticket free guarantee and is only available to platinum dealers who can show they know how to correctly install the product. The cost is $3,999.
BOSS Audio Systems BRT27A 27-Inch Sound Bar for Side-by-Sides This new sound bar is available at a retail price of $399, and it fits into a roll bar. All that is needed to install it is power and ground. The product has DSP processing. RGB lighting is built into it and can be controlled through a remote. This is an entire system in one box, with a quick install.
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Show Products
VOXX Electronics Prestige Remote Start and Security Systems These have been redesigned with new modules and new transmitters, centered around integration with the Flash Logic system. The features can be updated or changed using the Flash Logic website. These systems offer basic security to fully integrated security and remote start combinations.
Crux Interfacing RFM Line Multi-View Integration Interface Blind Spot Camera System These are plug-and-play OEM fit cameras for side mirrors. Crux offers blind spot camera system for Dodge, Chrysler, Jeep, and will be expanding into Ford soon. They also have a system available for the Toyota Tacoma. New universal steering wheel control interfaces work with all data systems and auto-detects.
Accele Electronics Video On-Demand Tablet Kits The video on-demand kit comes with a server that can be buried anywhere in the vehicle, along with two tablets which connect to the server and two sets of Bluetooth headphones. The server connects to each screen via Wi-Fi and can support up to a terabyte of memory from the server. The user is able to store up to 100 movies in the server, for example, and each screen can display a different movie. Each tablet works independently. The cost for the kit is $995.
IIAF Line of Italian Speakers The IAF line of Italian speakers is hand-built and handcrafted. They are strictly component speakers with a silk dome tweeter and an extremely strong fiberglass cone. The sound offers a lot of impact, with strong mid-bass, mid-range and strong vocals.
Mobile Solutions / ESCORT ProductSpecific Installation Templates ESCORT-branded templates will help installers integrate ESCORT’s radar and laser detection systems into a vehicle. These templates will aid in building a custom appearance with optimum performance.
34 Mobile Electronics September 2018
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ďƒŽShow Products
JVC KW-V250 BT Multimedia Receiver
SoundSkins Pro Sound Dampening Material
This multimedia receiver features a 6.2-inch screen with a WVGA clear resistive touch monitor, 13-band EQ and Bluetooth capability.
This product continues to provide excellent sound dampening, designed to improve the performance of the stereo system by helping to reduce noise from outside the vehicle.
Directed Powersports GPS VPS450 and Viper Smart Start Pro The Powersports GPS product was launched this summer, and brings security into recreational vehicles. The cost is between $300 and $350. Additionally, just announced at KnowledgeFest was the Viper Smart Start Pro, optimized for use with the DS4 platform. This product is $199, plus additional needed services.
36  Mobile Electronics September 2018
USA Spec BSM 200 Microwave Radar Blind Spot Detection System This multi-channel, multi-function system allows for blind spot monitoring and detection. The system knows when to warn the driver of a real threat. Included brackets make the installation an easy one. The MSRP is $831.
Gladen Mosconi Aures System Newly unveiled at KnowledgeFest, Aures is a measuring system that utilizes in-ear microphones connected to a Gladen Mosconi DSP for tuning purposes.
Compustar DR-5400 DroneMobile LTE Add-On Module Works with the DroneMobile app and offers the fastest LTE communication available. It works with all Firstech systems and has built-in GPS. The product comes with a free 30-day basic trial. The MSRP is $159.99.
AMPLIFER INSTALLATION MADE EASIER by
Keep the factory radio Add aftermarket amplifiers to factory, fixed level, data-bus controlled sound systems without summing or audio correction devices Provides full range, flat, high volt audio output for a solid audio foundation
AVAILABLE FOR: CHRYSLER / JEEP / RAM FORD (SONY ) / LINCOLN (THX) GM ( BOSE / MOST50 ) TOYOTA ( JBL )
Retains telematics, Bluetooth, navigation, safety systems, and all warning chimes Remote Sub level controller included Optional TOSLINK optical output
Find out more about AmpPRO at pac-audio.com facebook.com/MobileElectronics   37
The Support Team Ianaconi flexes his international appeal with customers from Slovenia and Italy.
COMING TO AMERICA
Based in Brazil, SounDigital is establishing its footprint in the U.S. with a crackerjack engineering team, selfmanufactured product, and plans to double its dealers within a year. WORDS BY JAMIE SORCHER
It takes only a few moments on the phone to determine Diogo Ianaconi is a mobile guy—not just because of his role as the CEO of SounDigital USA (the company makes competition-grade amps for cars, boats and bikes), but more so because he is
38 Mobile Electronics September 2018
actually on the go so much of the time. “We opened up for business in Miami back in 2016 with a warehouse that handles distribution to the U.S. as well as the Caribbean and Mexico,” Ianaconi said. “I’m definitely traveling a lot right now, but the idea is for me to move to the U.S., hopefully by the end of the year.” For now, he spends time in both
the States and Brazil. In between are side trips to Russia and other far-flung locations to see distributors. SounDigital, in existence for 12 years and based in Rio Grande do Sul, the southernmost state in Brazil, employs over 200 people. The company’s products can be purchased in over 45 countries, but it is the U.S. market where SounDigital is focusing its efforts now. “We had a presence in the U.S. years ago, but it was only in the New York metro area,” Ianaconi said. “For about 10 years, we had a distributor who had the rights for the whole U.S. market, but it is a very complex situation for one company to handle. We offered to take over the entire country except for the New York metro area, which they have kept. Since then their numbers have doubled. In part that is due to all things we are doing now to offer added support—marketing, consumer and industry shows and more structure that we have brought to the States to take care of our customers better.”
Coming to America In business for 12 years, SounDigital employs over 200 people. The company’s products can be purchased in over 45 countries.
SounDigital’s technicians, based in Brazil, know the product inside and out and are ready to assist dealers and installers with any questions or issues.
Building Bridges, Building Bonds Throughout U.S. With its headquarters situated a hemisphere away, it is vital to build the bridge to the U.S. that allows SounDigital to take care of its end-users to the best of its ability. One of the most important ways to do that, Ianaconi said, is to have the right dealers in place from the start—retail stores where consumers can go and feel good about purchasing SounDigital products. Related to that has been building
out rep firms to service these key dealers. “Trying to find the right rep firms for us was one of the biggest challenges in getting established here,” Ianaconi said. “In some areas we have been very lucky to find the correct firms right from the beginning,” he added. “Not only has that been the hardest part, but it is also the most critical for us because the rep is where everything starts. If you have a good sales rep showing the product, that is almost everything you need right there.”
Last May, SounDigital added two veteran rep firms for the western regions. Cardoza and Company represents the brand in Northern California and northern Nevada. Pacific Coast Marketing covers the remainder of California and Nevada, in addition to Arizona, Colorado, Idaho, Montana, New Mexico, Utah, Wyoming and El Paso, Texas. The Florida, Georgia and Carolinas region is handled by Ambassador; the Midwest by JB & Associates; the MidAtlantic by OPUS Marketing; the Northeast by Aira Associates; Wisconsin by Jeremy Weber; and the MINK states (Missouri, Iowa, Nebraska and Kansas) by Arrow Head Sales. “In some areas, we are still trying to get things figured out,” Ianaconi said. “We don’t have reps in Texas and Oklahoma, so we are looking into that now. But this structure that we have put in place is allowing us to grow. Right now we are servicing about 180 dealers and our focus is and definitely will continue to be on the independent.” While he is building out both the customer service and tech support teams in the U.S., Ianaconi remains the go-to guy. He serves as the main point of contact for all the rep firms and handles trainings, events and pretty much anything that comes up outside of technical assistance—that is left directly to the engineering team in Brazil.
Dealers are Protected and Respected A first measure of support for dealers comes in the form of protection—territories that are conflict-free and margins that are respected. “Right now, all of our support is very basic,” Ianaconi said. “We definitely want to protect our dealers as far as the margins go and in terms of fair sales prices. What we have done is brought on distributors that have been selected because they respect the price of our product and they will only open new dealers after the reps in the area give their approval. We want to make sure that we don’t have dealers really close to one another or situations where there could be any conflicts.” facebook.com/MobileElectronics 39
The Support Team
SounDigital maintains a global presence. Here, Ianaconi accepts an award from Terry Floyd, IASCA Champion, Master Judge and Trainer, in Istanbul for an IASCA event.
(L to R: ) Diogo Ianaconi, Michael Rasmussen, Brian Schlosser and Bruno Berg at the XBS Customs Grand Opening in Moseley, Virginia. The shop specializes in custom bagger builds and audio installs from basic to extreme.
For installers who need assistance with SounDigital products, there are several options, according to Ianaconi. Social media, not surprisingly, plays a key role. “We have a private Facebook group which allows the installers to communicate with one another and ask questions,” Ianaconi said. “Sometimes when a dealer has an issue it helps them to be able to share their situation because other dealers already know the solution. It’s a great way to connect our dealer network.” There is also the more traditional email route to resolve matters. “The
40 Mobile Electronics September 2018
dealers can also contact us by email,” Ianaconi said. “We encourage them, especially if it is a more complicated issue, to send us a video of the problem.” According to Ianaconi, there is a team of 15 talented engineers who take care of research and troubleshooting. “They’re a tremendous asset to us,” he said. “We have made the link with the U.S. using our team of engineers so they can be of assistance. In addition to that, we are making sure we have trained our reps so they can help the dealers as well.” Still, Ianaconi knows that having a
technical team based in the U.S. will be the next step. “We don’t have a one specific technical person heading things up here in the States yet, but before the end of the year we want to,” he said. “For now we are linking any dealer that has an issue with our engineering team in Brazil. But the real beauty of this is everything we sell, develop and manufacture we do ourselves. We are not dealing with products that are made in China or other countries. And because everything we sell we also make ourselves, we have great knowledge of the product, how it’s supposed to work, and what can go wrong. That is one of the big differences between our company and others.” For consumers who have a question to be answered or concern to be resolved, Ianaconi said email is a solid resource (info@soundigitalusa.com). “We have our general email if they have a question,” he said. “End users can also reach out to us through social media like Facebook (SounDigitalUSA) or Instagram (@ soundigitalusa). Then we either direct them to their nearest dealer or we offer them technical support.” Part of the support effort also involves a key component for any company these days—the website. “We are
Coming to America
Everything that SounDigital sells is made by the company. There is the NANO Line, EVO Line, POWER Line and MARINE Line, which includes three Class-D designs with stainless-steel connectors and conformal-coated circuitry that stand up to water, mud and the elements. The smaller size has made them ideal for motorcycle applications.
Diogo Ianaconi serves as the CEO of SounDigital USA.
in the process of updating ours right now,” Ianaconi said. “We are planning to have a section with technical posts so we have information about how to install our amplifiers. We also want to have general tips on car audio. We know that even basic information is helpful to both consumers and our dealers.”
Staying Visible at Events and Trade Shows Another key part of its support efforts is SounDigital’s commitment to quality. “We stand behind everything we make,” Ianaconi said. “What we have going for us is a very good track record. It can be difficult because dealers have limited space for new
products and we do not have that much brand recognition yet, but we have been able to promote and get our name out there.” Along with sales responsibilities, Ianaconi has been busy at regional events like the 4th Annual Bikes at the Beach in Miami, a custom bike show and festival, and SOS Myrtle Beach, which spotlighted some serious bikes powered by SounDigital amps. There was also a stop at Hot Rods & Handlebars, an automotive shop based in Springfield, Mich., that hosted the Midwest Showdown Motorcycle Show. Overseas events are also important. SounDigital served as a primary sponsor of the European Mobile Media Association (EMMA) held in Salzburg, Austria. The company set up a 1,900 square-foot booth and sound stage. EMMA attracted more than 28,000 spectators and 200 competitors, along with over 120 guest judges from around the world. Closer to home, SounDigital has made an investment in attending trade shows. This year the company has exhibited at all three KnowledgeFest events held in Long Beach, Calif.; Indianapolis, Ind.;
and Dallas, Texas—in February, March and August, respectively. Next up, they will be exhibiting at SEMA in Las Vegas in October.
SounDigital Focuses on Building Presence in U.S. With the company heading into the fall season, Ianaconi is looking to end the year on a strong note. “We don’t have an exact goal of how many dealers we expect to bring on this year, but our business is growing since 2017,” he said. “What we want to do now is focus on building out the areas in the U.S. where we don’t have a strong presence.” His plans are aggressive. Over the next 12 months, Ianaconi said he would like to try to double the number of SounDigital dealers in the U.S. “That is a fair number—for us to be at about 300 active dealers,” he said. “Our goal, though, is not just to have a big hub of dealers, but to be particular about our dealers. We want dealers who know what they are doing, who are pros at installation and customer service, and who can represent our product very well.” facebook.com/MobileElectronics 41
strategy & tactics
Public Relations for Retail
Part 1
It’s time to use the tool that corporations use to build the ideal image for your business. WORDS BY SOLOMON DANIELS
As a business owner, manager or marketer, how do you get customers to walk through your doors? Thousands of retailers agree the overwhelming answer is word of mouth. It will always be the No. 1 source because of the trust value:
42 Mobile Electronics September 2018
People trust the informed opinions of those closest to them. But now that we are living in the social media era, testimonials and reviews take second place in a lot of markets. There is a high level of trust here also, though not from one person, and not necessarily from anyone a potential customer knows.
It’s a trust built from an aggregate of opinions: If that many people agree, they must be good! Of the three top ways to get customers, advertising is last on the list. We inherently distrust ads because we know from the get-go they have one purpose: to sell us something. The strategy of the advertiser is to expose the buyer to information enough times that they relent to considering the benefits for themselves. But what’s not on this list, especially in our industry, is Public Relations. Many of you may know that I help brands in our industry communicate better with retailers by managing their public relations programs. Simply put, Public Relations (also shortened to ‘PR’) means creating a situation in which an entity that a person trusts else is telling your story on your behalf. That entity can be a news channel, favorite reporter, newspaper, blog or magazine article. With PR, your news carries the high trust level of a friend or series of
Public Relations for Retail Public Relations is a $13.5 billion-dollar industry according to the latest figures. Just about every major corporation has one or more PR agencies on retainer to shape their messages within the media, and in turn, the public. What works for them can work for us. PR doesn’t replace marketing; it works in conjunction with word of mouth, reviews and advertising. Implemented correctly, PR will help to increase the awareness of your store’s brand, products and capabilities within your market.
reviews. But unlike reviews in which consumers can say anything about your business (whether they’ve shopped with you or not) there is a level of control with PR because you dictate the story. Media sources will of course not use your version verbatim, but they will build their content on the most significant aspects of what you tell them. PR also differs from advertising. The most obvious difference is the disparity in trust level. More importantly, when you advertise, how you present products and the benefits you highlight means your message caters only to a specific customer group or demographic: budget-minded shoppers, soccer moms and dads, teens, busy commuters, audio enthusiasts, etc. With PR, you send your message to media sources that individually appeal to these different groups. Then they format your story to bring out the content benefits that appeal to their audiences. In effect, you get a potentially wider reach with a high trust factor.
Contact information. Your press release should include a direct contact person’s name, email address and a phone number, not your store’s number or generic email address. It should be the contact information of the person with the most information on the topic. Why? Because if a reporter is on deadline or has limited time to research your story, they won’t want to wade through your auto attendant, or wait for you to get their message and call back. Make sure the contact info is right at the top of your press release so it’s easily found.
The Press Release: Your Tool to Talk to the Media
Engaging Headline.
When we want to submit our news to the media for consideration, we do it in the form of a press release. It’s basically your story in written form with all of the information necessary to get a media outlet interested. But there is a format to it. Here are my must-have components in all of the press releases I produce.
This is probably the most important part of your press release, because it’s essentially the first impression. Media professionals read your headline to determine if your story is newsworthy or not. So while it should be accurate and not misleading (“Thousands Show Up for Sale” when it was more like 200),
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ďƒŽ strategy & tactics
44  Mobile Electronics September 2018
Public Relations for Retail it should also grab a reader’s interest. Consider these two headlines when describing a prize giveaway during a weekend sale:
• Joe’s Car Audio Gives Away $2,000 Grand Prize at Yearly Tent Event
the Who is the store, the What is a new website with 70 pages and 1,500 images, the When is today and the Where is at www.sound-fx.net. The Why ties in directly with owner Brian Layton’s mission—and headline—to create a more informed customer.
Additional detail. • Mom of 3 Goes In for a Stereo, Comes Out With Oversized $2,000 Check Which would catch your attention? You get the point.
Informative first paragraph. Once you’ve caught their attention with the headline, your first few lines of copy had better deliver the goods. The first paragraph of a press release should contain a synopsis of your story and answer the five important questions: Who? What? When? Where? Why? In the case of Sound FX’s new website,
This section gives you a bit more freedom, but not too much. Within two to three paragraphs, you’ll provide background information that sets the stage for the news or event. For the Grand Prize example, you’d mention it’s a yearly event that attracts more than 500 customers each day and features a car show. You would provide some information on the winner (with permission, of course) as it relates to her visit or the grand prize. Here’s the important point: You want to write as if the reader has no clue about car audio or your business. (We are often so subjectively involved
in our industry that we forget not everyone understands what we do.) That means you say “carmaker” instead of “OEM,” and “SEMA” is “the Specialty Equipment Market Association show (SEMA), which caters to professionals in the automotive aftermarket industry.” Also, don’t be too technical in product descriptions. Instead, try to describe features based on their benefit to the consumer. The term “50Wx4” becomes “enough power to make your existing speakers sound fuller,” while “5V pre-outs” turns into “connections that let you expand your system by adding amplifiers for an even better-sounding experience.”
A quote. In every press release I write for clients, I always include a quote from someone. I have two reasons. First, it adds a personal aspect to your news. People want to know why something was done or how it’s impacted someone
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strategy & tactics
personally. If a new person is hired, the store owner is excited to bring the person on, or the person is looking forward to becoming an effective part of a team. A new product line stems from the store owner wanting to meet the needs of customers who asked for certain features within their budget. Second, it gives you the opportunity to provide an opinion. Press releases are based on facts, but your opinion is your own. For instance, you can’t claim you are the No. 1 remote start supplier in the three-city area unless it’s actually verified. But you can say that “with our service-first sales team and skilled, knowledgeable technicians, we feel we are the best place to help you select and install your remote starter.”
An image ... at least one. One of my biggest pet peeves when receiving press releases submitted to the magazine is getting a release with no image. The web is a visual domain. People expect to see pictures along with content. If I’m getting 25 press release
46 Mobile Electronics September 2018
per day among 100 email messages per day, I’m going to go with what is easiest to save time. And ‘easy’ means it has everything to give me the option of posting it online or including in my print publication. If it’s missing something, it goes to the back of the pile in the hopes I get to it later. As a general rule, you should supply a high-resolution JPEG that is at least 1,500 pixels wide. Print resolution is 300 pixels per inch, which results in a 5-inch-wide picture (1,500/300). If you are not familiar with how to resize images, here’s the main thing to remember: Always resize down, NEVER resize up. You will retain detail if you make a 4,000-pixel-wide image into 1,500 pixels, but a small picture doesn’t magically gain detail if you make it bigger. What happens is the pixels become farther apart as you make the picture bigger, and the program you use tries to fill in the gaps by adding pixels and guessing what colors they should be. The result is a fuzzy image.
Here are some final tips on creating your press release: No typos. No one is perfect. I have a lady in Temecula whom I’ve never met in person who proofreads my press releases. A second set of eyes is essential to catch misspellings and grammatical issues, or even provide an opinion on how something could be worded differently. Use “safe” information. Never include information that you are not legally permitted to include, or information that infringes on another person’s or company’s rights or intellectual property. And never disparage a competitor. Save and distribute your press release as a PDF. If you are sending your press release to a few media outlets, save as a PDF to protect against people changing it or misquoting you. If you’re sending to a larger group of media outlets, you should consider using an email marketing service provider such as MailChimp or Constant Contact. More on this later, as well as developing a media list and working with media professionals, in part two of this article!
Public Relations for Retail
Wi-Fi
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The Waylens Secure app makes it easy to connect with the camera using Wi-fi so you can manage and share your videos quickly and easily. • Time and date stamped events • Choose from multiple viewing modes to see the full story • Available for iOS and Android operating systems For more information email us at info@waylens.com or visit us at waylens.com
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Waylens Inc. • 50 Milk Street • Boston MA 02109 • Waylens.com
©2018 Waylens, Inc. The Waylens logo symbol, Waylens word mark and Secure360 word mark are trademarks of Waylens, Inc.
tech today
The full overhead console with the M650s lit up. Tyler reinstalled the clients CB radio bracket, made a nice power and ground connection for the CB radio, and has the antenna cable routed through an opening in the newly installed panel.
A front view of the Peterbilt shows the vehicle is definitely full of bling.
THE
BIG RIG BUILD It’s not every day that a shop gets to design an entertainment system for a Peterbilt Semi. The team at Columbus Car Audio & Accessories recently experimented with their creativity, and provided a trucker with his dream customization to enjoy while working on the road. 48 Mobile Electronics September 2018
The Big Rig Build INTRODUCTION BY JOEY KNAPP WORDS BY JAYSON COOK
M
any months ago, I took on an additional role with Mobile Electronics magazine. I was given command of the Installs section. I have enjoyed seeing new and exciting builds that have been submitted each month. This month, one of the submissions caught my eye: a Peterbilt Semi truck installation by the crew at Columbus Car Audio & Accessories. The Tech Today section has never featured information about tractor trailer builds, so I reached out to manager Jayson Cook to see if he would like to share some information with us on this project. Jayson enthusiastically agreed. He didn’t let being on vacation stop him from taking some time to share his experiences in working on big rigs with our readers.
Overhead Speakers 1- This JL Audio M650CCX-SG-TB is lit up with custom RGB lights from Racesport, Inc.
Big Build: 2015 Peterbilt Semi What do you do when you have a semi truck that serves as your rolling office, and it has such a great-looking exterior that it literally stops traffic and people take photos of it while you’re on the road? You come to Columbus Car Audio & Accessories. That is exactly what Steve Taylor of Transport for Hire did. Columbus Car Audio & Accessories has been installing audio equipment in all types of vehicles for forty years in the greater Columbus and surrounding areas. My crew and I have completed many projects, including basic installs and over-the-top show-stoppers on anything that has a battery. This includes cars, motorcycles, boats, UTVs, golf carts and trailers. More recently, we completed work on several big tailgate vehicles for different companies. That said, it was a relatively normal request to put an audio system into this semi truck. The one thing we weren’t ready for was a truck as beautiful as the newly customized bright red Peterbilt. It already had tons of exterior lighting so that it would be highly visible at night. Steve and I talked about it before his
Low end reinforcement duties were handled by a pair of JL Audio 12w6 subwoofers in a custom ported enclosure.
appointment. We discussed a simple install of equipment that had been completed on another truck. During our initial conversation, my crew and I did not realize this wasn’t going to be an everyday build. Steve described the truck and what he wanted to do. He had come to us before, and he was hoping to have the same equipment installed into his freshly customized semi that we’d installed in another vehicle for him. Once the semi arrived at the shop, the plans changed quite a bit. Steve’s objective was to get “a little better sound,” so I started brainstorming a few different ideas with Tyler. We talked about how we would install his equipment. We
soon decided this would be the perfect chance to go all out! All we needed to do was convince the owner of the vehicle that it was the best option. After all, he was paying for it.
Using JL Audio Equipment to Create a Jaw-Dropping System Once we discussed the project, I started giving him an idea of how great it would sound. We talked about how we would take the custom look from outside the truck to the inside. Steve was a little hesitant at first because it became clear facebook.com/MobileElectronics 49
tech today The new Pioneer AVH-3300NEX gives the client full view of the truck instrumentation when closed.
The Big Rig Build that it would be more work than we’d originally discussed, but he knew the caliber of work he’d be getting in the long run. So, he decided to let us do it. Steve told us he preferred JL Audio equipment, and that he wanted to stick with their products. We started looking at the options to figure out which JL Audio options would be best for this particular build. The one thing that we had to do was make sure this would blow his mind entirely! We promised him that it would be the best-sounding truck he ever had, and that it would look as good inside as it does outside. That’s when the fun really started. With the budget determined, Columbus Car Audio & Accessories began designing the jaw-dropping system customized to what Steve desired.
Planning and Designing the Build, Installing the Speakers Although we had various products to choose from, we decided to use the Pioneer AVH-3300NEX for the source unit. This particular model provided Apple CarPlay, so Steve would be able to use his iPhone for navigation. It would also incorporate Siri. This way, he could keep his hands on the wheel and eyes on the road. We flush-mounted a USB port toward the bottom of the dash and console area so that Steve would be able to plug his phone in and charge it while using the apps with CarPlay. We also decided to run audio and video into the sleeper area of the truck so that he could watch a movie while resting, and still be able to play it through the new and improved audio system. Now that we had a main source control unit, we moved on to the speaker selection for the front stage of the semi. We chose JL Audio M650-CCX-SG-TB marine speakers because we knew Steve would be listening to it for hours at a time, not to mention at high volume levels, and we knew the JL Audio marine speakers would be able to take the abuse. The original speaker locations for the truck didn’t work for us because
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The Big Rig Build
they were only able to house two fourby six-inch speakers—one above the driver’s head, and another above the passenger side. Tyler decided to cut two pair of the M650’s into the bottom side of the overhead console. The console was fairly wide open, so there was no real setbacks to that. It was just a little time consuming. Tyler decided to remake the underside of the console using two layers of
MDF. He wrapped the bottom layer in black vinyl, and the top layer in red. Both layers were routed out around the edges so that they would have a nice finished look that would flow with the factory overhead console. Tyler also installed RGB lighting from Racesport, Inc. behind the tweeter of each of the JL Audio speakers, and they are controlled with a Bluetooth module, also from Racesport, Inc. We’ve
done this on so many builds over the past few years, mostly on the Polaris Slingshots, and the clients love them because it offers a nice glow that isn’t overwhelming. Once Tyler made the panel and had the speakers mounted in the overhead area, we knew the system would be in-your-face loud, so we had to come up with something that would keep up for the rears. We chose to install JL Audio M770CCX-SG-TB for the B pillars. In order to do that, Tyler had to open up the factory locations to house the new 770s. That was easier said than done, just because of the depth that the new speakers have, and where we chose to install them. He had to space the 770s out just a little bit to make it work. The finished product turned out great and looks stock. Even though the 770s are loud, we knew that they wouldn’t keep up with the two pair of 6.5’s in the front. Especially since they are so low compared to the fronts, and blocked by the seats. We decided to install a pair of JL Audio M880-CCX-SG-TB in the sleeper area so that if Steve parked and sat in the bed area, he would still have an amazing sound. Again, easier said than done. The stock rear speaker was also a four- by six-inch opening, and there was no depth. Tyler built new panels out of MDF and wrapped them in red vinyl. As with the rest of the speakers, Tyler installed Racesport RGB lights behind the tweeter that are controlled from the same app, and he lit up the overhead storage area in the rear with Racesport, Inc. RGB strips facebook.com/MobileElectronics 51
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The Big Rig Build hidden inside the pockets. The panels were tough to do because of how big the new speakers were going to be in comparison to how small the factory speakers were. The final panel was big but flowed nicely with the rest of the truck.
Subwoofers and Amps, Entertainment in the Sleeper Area
The unit, when opened, gives the driver a nice large view of of the controls so he can keep his focus on driving rather than trying to find little buttons, as one might on a nontouchscreen unit.
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With the speakers installed, it was time to move to the subwoofers. We thought there was plenty of space, but once Tyler began measuring and calculating, he soon realized it wouldn’t be as easy as he thought. We chose to use a pair of JL Audio 12W6V3-D4 12-inch woofers. With the airspace he had, it would be a tight squeeze. Plus, we had to raise the box just a bit to fit the 12’s in there, because the floor was higher in the cab than in the sleeping area, which is where the box was installed. We also
The Big Rig Build
incorporated the amplifiers into the face of the subwoofer enclosure. We chose to use a pair of JL Audio HD900/5V2 amplifiers to run everything. We used these amps because they have regulated intelligent power supply. With that technology, we were able to get plenty of power to each subwoofer, and all of the M Series speakers in the vehicle. We wired one HD900/5 for the left side and one for the right side. Originally, we were going to use the new JL Audio VXI amplifiers, but I worried we wouldn’t have enough power to really give Steve what he was looking for in the bottom end. The amplifiers were flushed into the face and wrapped in red vinyl to match the red accent panels Tyler created throughout the semi. Also, we installed RGB lights around
the amplifiers to really make it pop and draw attention. Steve spends a lot of time on the road, so Tyler mounted a 32-inch LCD television from Samsung in the sleeper area, and installed an Xbox screen so he could play his favorite entertainment sources—video games, DVD, or a streaming video service. The hard part about this was making sure that the television would not come loose or fall while driving. We installed a fixed television mount on the passenger side wall of the semi. It took some time to reinforce the mount and make sure it fit just right. Then Tyler had to get creative to install the Xbox one system. He fabricated brackets out of MDF and black carpet, and mounted it to the wall utilizing factory bolt locations. He made the Xbox one removable in case Steve ever decided to take it out.
new
Elettromedia USA 16691 Noyes Ave. Irvine CA 92606 (877) 567-3030 us.hertzaudiovideo.com
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The Big Rig Build
The 2015 Peterbilt looked at home in the large installation bay at Columbus Car Audio & Accessories.
Wiring Proved to be the Biggest Challenge Everything turned out great in the end, but there were a lot of challenges that came about through the installation process. The biggest objective was running all the wiring, and coming up with bigger speaker locations that would appear as if they came from the original manufacturer. It didn’t seem like it would be a big deal in the beginning, but then Tyler realized there wasn’t much room to incorporate larger speakers, extra speakers, and hide the wiring behind panels like we do in cars. With a lot of creativity, he was able to
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The speakers in the B pillars provided additional output for the large cabin.
come up with a truly amazing installation that appears as if it came from Peterbilt. The wires were routed in such a way that it’s hard to tell anything was done. The outcome was amazing to see! The overall goal of this build was to make the inside of the semi as customized as the outside without going overboard. Tyler did an amazing job with the installation and really took the time to incorporate a lot of red vinyl and LED lights into the interior of the vehicle with out taking away from the overall appearance. From the red vinyl accent panels, to the RGB lighting throughout the interior, subtle accents are created that really
make this build one-of-a-kind. The best part was showing our client. His mouth dropped open and he grinned from ear to ear while playing through a variety of his favorite songs. That was exactly what we were waiting to see. He loves this truck and was excited to get back on the road and experiment with the new products. Steve is already in the process of finishing up a new build to drop off to us, and it has to be ready by March for a truck show in Kentucky. We were proud to be part of this build, and we look forward to our next project for Steve and his team at Transport for Hire.
The Big Rig Build
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installs
Lavish Lightning SUBMITTED BY MIKE BARTELLS, EXTREME AUDIO, MIDLOTHIAN AND MECHANICSVILLE, VIRGINIA
This client came to Extreme Audio to enhance the audio performance of his stock system. Owner Mike Bartells recalls that the client previously had another Lightning audio upgrade for a different truck. The client was looking to surpass the performance of the previous system. Always up for a challenge, Mike put together a winning combination of gear from Alpine, JL Audio, Audiofrog and Arc Audio with sound deadening by SoundSkins. For the front stage, both the door and kick panel areas received Audiofrog speaker upgrades. Q-Form pods for the kick panels were used to house a pair of Audiofrog GB60 and GB10 speakers. The doors received the same speakers. An Arc Audio XDi amplifier powers the front stage. The low-end reinforcement is handled by four JL Audio 10W6’s. Knowing the client wanted something that looked as good as it sounded, the Extreme Audio crew put together a one-of-a-kind enclosure and amplifier rack. The entire assembly was wrapped in matching vinyl and features white accent lighting. The final piece of the puzzle was to bump up the in-dash technology in a big way. The huge 9-inch Alpine Halo 9 radio was just the ticket to give this client great audio sources as well as new cosmetics for his 2002 model Ford.
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Rockin’ Raptor SUBMITTED BY AUSTIN WAMBOLDT, VIBE CAR AUDIO, RED DEER, AB, CANADA
Trucks were created for utilitarian purposes. Over the years they have evolved to something much more. This 2017 Ford Raptor build represents a top-of-the-food-chain evolution of the modern truck. In keeping with the extreme theme of the truck, the crew at Vibe Car Audio came up with a game plan to bring the ICE to the next level. Mike Brown, Scott Haseniuk and Craig Ruggles, led by Austin Wamboldt, performed a flawless integration of audio and electronics worthy of such an awesome truck. The factory radio was retained with the help of JL Audio
FiX processors. The audio signal travels from the FiX to a Mosconi processor and then to a pair of Mosconi Amplifiers. Once the voltage is bumped up, the signal is reproduced by Focal speakers and JL Audio subwoofers. The team was able to fit all of the audio electronics behind the back seat. The subwoofer enclosure was designed to look like an integrated part of the truck. To keep the rear passengers entertained, a pair of custom monitor shrouds were fabricated to house some Accele video monitors. The final part of the installation was to provide some protection and safety while the client is cruising. A custom installed laser and radar system by Escort and AI priority were the perfect choice.
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Rockin’ Raptor
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 installs
GO ALL THE WAY ACROSS WITH
DETECTION
VOXX DELIVERS ONCE AGAIN!
VOXX takes BLIND SPOT DETECTION across to the rear, into reverse adding level of Driver Safety and Awareness! OUR LATEST EDITIONanother OF THE PRESTIGE LINE FEATURES LORA BASED TWO-WAY LED & LCD COMMAND CONFIRMING TRANSMITTERS GIVING YOUR CUSTOMERS OVER 1 MILE OPERATING RANGE. PRESTIGE HAS EXTENDED THE LINE OF INDUSTRY STANDARD FOR THE VEHICLE SECURITY AND REMOTE START CATEGORY.
REAR CROSS TRAFFIC ALERT
senses approaching vehicles when in reverse
both systems equipped with front interior LED indicator audio/visual alerts
sensors are installed professionally inside the rear of the bumper
sensors are built into the frame that is mounted around the license plate
BLIND SPOT DETECTION 2.0 (ACABSD20)
LICENSE PLATE BLIND SPOT DETECTION (ACABSDLP)
For more information or to become a dealer visit us at: www.voxxelectronics.com/become-dealer/ ©2018 VOXX Electronics Corporation 60  Mobile Electronics September 2018 @voxxelectronics
A VOXX International Company
