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SounDigital offered training on their new amplifiers during December’s KnowledgeFest LIVE event, including discussing the small size and versatility of the 2-channel 1 200.2 EVOX.

On Another Level

While attendees missed out on the usual in-person networking in Dallas, the online platform allowed for virtual meet-and-greets and the announcement of the latest Industry Award winners at KnowledgeFest.Live.

WORDS BY ROSA SOPHIA

When COVID-19 interrupted gatherings of all kinds, the Mobile Electronics Association brainstormed how to continue bringing the best in education and networking to the 12-volt industry. The result: KnowledgeFest.Live. Taking place in December, the event attracted thousands of registrants from across the country and around the globe, making it one of the most successful events yet. According to Chris Cook, president of MEA, KnowledgeFest.Live had a record number of attendees totaling over 2,500.

Virtual booths received almost 13,000 visits, and over 45 sales reps were able to interact with attendees on a user-friendly platform.

“The event featured more than 30 brands, 24 show cars displayed in the online platform, five keynotes and events, and 57 manufacturer trainings and educational workshops,” Cook said. To top it all off, the Industry Awards live-streamed on YouTube and Facebook, and had over 4,000 views.

Industry Leaders Discuss Increased Consumer Spending

Participating in the first keynote were Cook, Rick Kojan of Sony, Alex Camara of AudioControl and Aron Demers of VOXX.

Kojan stated that Sony experienced a record year. “Everyone will tell you about the great business and the backorders,” he said, adding that in his opinion, upper middle-class customers accounted for much of the additional spending. “They couldn’t go on vacations, and they were stuck in home offices. This all adds up to discretionary income burning a hole in their pockets.” As a result, consumers decided to upgrade off-road vehicles, trucks, cars, motorcycles and even RVs.

Kris Bulla of Sony Car Audio hosted three live trainings. Additionally, the company presented two show vehicles—a Subaru with a virtual walk-around and a 1967 Chevy Nova, according to Kojan.

Alex Camara stated the year was also strong for AudioControl. “This is a resurgence of our industry,” he said, adding, “It won’t end with COVID. We have an opportunity to reestablish our business. There is a lot of demand.”

Aron Demers announced that VOXX recently acquired Directed Electronics, as well as Rostra. The company offered four trainings on Directed, Rostra and VOXX, discussing ADAS products and cruise controls. “We will get through this together,” he said. “It’s been good to see our 12-volt community come together as friends and partners, sharing good practices and situations we’re all dealing with.”

Education Sessions Now Available On-Demand

Select educational sessions and trainings will remain available for viewing through the end of 2021. Greg Boylan of Focused Marketing Solutions noted that some of the sales classes were good refreshers, adding that he feels it’s important to review “tried-and-true selling practices.”

Boylan’s favorite class was “Selling With Your Brain and Your Mouth,” presented by Andy Wehmeyer of Audiofrog. “His perspective on some selling methods opened my eyes,” he said. “There’s so much more to the sales process, when there are so many online buyers these days. He had some great thoughts on how to approach certain selling scenarios that most classic selling methods don’t discuss.”

Some classic sales methods, Boylan added, don’t touch on more modern scenarios because they were conceptualized prior to the advent of social media as a marketing tool, and the increased popularity of online purchasing.

“Also, Tony Dehnke and Elias Ventura did a great job, and Tomas Keenan’s approach was also eye-opening for me, especially when it comes to ideas about time management,” he added.

Kevin Hallinan of Winning, Inc. presented classes geared toward sales and management, including “The DNA of High Achievers.” In spite of the circumstances, Hallinan stated that KnowledgeFest.Live was a positive experience for him as well.

“As I’ve gotten to know more and more people in the industry, I’ve seen the passion that drives their perseverance to be successful, as well as the compassion for each other that spreads from person to person, company to company, and lifts everyone,” he said.

Other classes included “Selling Yourself: How to Beat the Competition,” presented by Jayson Cook of Columbus Car Audio & Accessories, “Level Setting in Modern Audio Systems,” presented by

AAMP Global presented a training on Stinger and Phoenix Gold, led by Jeff Smith.

Andy Wehmeyer of Audiofrog, and “Focus is a Superpower,” presented by author and business owner Tomas Keenan.

KICKER also presented its “Unmasked LIVE: KnowledgeFest Edition,” which has been an ongoing show for about nine weeks, taken direct to reps, dealers and consumers to discuss products and happenings in car audio.

Retailers and Installers Doing “Better Every Day”

As KnowledgeFest.Live moved closer to the grand finale—Sunday evening’s Industry Awards—Saturday’s keynote was the “Retailer of the Year Roundtable,” hosted by Ben Woo of Canadian Mobile Audio. Top industry retailers Kimberly Trainer of Car-Tunes, Inc.; Adam Devine of Devine Concepts; Nick Apicella of Apicella Autosound; Chris Pate of Mobile Toys; and Philip Lindsley of Titan Motoring discussed their nominations and how it impacts their respective businesses.

“Every day, you’re back at zero, and you need to do better every day,” Pate said. “It sounds cliché, but if you become stale and complacent, so does your business.”

All those present agreed that an award of this magnitude is validation for the hard work dedicated to fine-tuning business strategy. This year, both Devine Concepts of Naples. Fla. and Car-Tunes, Inc. of Greenville, Miss. were named Retailer of the Year during the Industry Awards.

Devine noted that his focus is always geared toward the customer experience. “It comes down to knowing your business and always changing your atmosphere and the dynamic of sales, and staying on top of what’s going on in the industry,” he said.

Both businesses have also grown a lot from word-of-mouth.“This year, our adventure is a new installation facility and we’re under construction right now,” Trainer said during the Roundtable. “That’s going to allow us to have a new fabrication area. Getting out of your comfort zone is scary, but if you don’t jump in and go for it, you’ll never know” how things might turn out.

Sunday’s keynote featured Matt Schaeffer and Gary Bell of the Old-Fashioned Car Audio Podcast, interviewing Installer of the Year candidates in an openended discussion. Dean Beyett, Adam Devine, Jaime Palafox, Marty Adamschek, Phil Cantu, John Brettle and Nick Frazier all shared their thoughts on the nominations.

Finally, Chris Cook kicked off the Industry Awards, noting that although 2020 was a difficult year, retailers and installers should reflect on the experience and remember how the industry adapted to changes while continuing to move forward.

During their acceptance speeches, award recipients shared messages of thanks and lessons learned. NVS Audio of Roselle, NJ was awarded Best Online Presence. Business owner Carlos Ramirez took time to share words of advice.

“You have to look at social media marketing as part of the job and book it like any other appointment,” he said. “Treat it as a job you have to do both professionally and consistently. If you do, you’ll get more clients and it will make you better.” Ramirez also advised retailers to accept any criticism and use it to further deliver the best product possible.

During the awards presentation, Cook took a moment to remember those who’ve recently passed on—including Lucas Abraham, Joseph Andrews, Jay Kent, Chris Fierek, Lukas Louw, Tom Malone and Steve Fahlmark—adding, “You are loved and missed.”

Top-Tier Industry Professionals Take the Stage

According to tradition, the previous year’s Installer of the Year passed the torch to the latest recipient. But this time, it wasn’t on stage at Dallas. Via the Facebook livestream, Installer of the Year Tim Baillie noted the life-changing aspects of one of the industry’s most prestigious awards.

“It is career-changing,” he said, “and it opens a lot of doors. You’re looked

at differently. Get out there, help people, embrace it and remember knowledge is given to us—we don’t own it, we use it and we continue to pass it on.” Baillie encouraged the next Installer of the Year to lift others up “to where you are now.”

Justin Kush was announced as this year’s Installer of the Year and began by thanking everyone “who believed in me and helped me grow as individual.” Most of all, he added, “Thank you to my wife, Ashley, the driving force of why I am successful.” (Readers can learn more about Kush and his career in this month’s Installer of the Year cover feature.)

Kimberly Trainer, owner of Retailer of the Year Car-Tunes, Inc., stated, “I don’t think there’s any way to replicate the excitement we’d be feeling if we were at the awards banquet in person.” She went on to add, “I learned so much about myself and Car-Tunes during the awards process. When I started collecting everything to submit, I was overwhelmed and proud at what we do every day.”

Hallinan noted that he’s optimistic about the future and feels the industry will come out of these recent difficult times “more resilient and innovative than ever,” adding, “Let’s leave 2020 in the rearview, both mourn and celebrate those we’ve lost, and expect good things to come our way” in the new year.

Dean Beyett of Five Star Car Stereo, who was awarded Installer of the Year Runner-Up, thanked everyone for the support and said, “Mostly, I want to give this industry a hug.” He echoed the sentiments of everyone listening in and participating when he continued, “I just can’t wait to see everyone in person again.”