Mobile Electronics Magazine - August 2023

EVOLVE OR DISSOLVE

EVOLVE OR DISSOLVE

At KnowledgeFest Indianapolis, attendees gathered to discuss everything from efficiency to fabrication.

SHARING

Are you reaching the right audience?

Dean Beyett and Fernando Lopez share strategies for creating purposeful content.

FEATURES

12// What’s Happening: Sharing the Experience

At KnowledgeFest Indianapolis, instructors and attendees shared stories of personal growth and challenged one another to evolve.

26// On the Show Floor: Summer Kick-Off in the Capital City

At KnowledgeFest Indianapolis, retailers, technicians and salespeople gathered to hone their skills and seize new opportunities.

38// Real World Retail: Raising the Bar

Sound Evolution attracts a loyal client base by staying firm on quality standards and labor costs, setting a positive example for the industry in Houston, Texas.

48// Strategy and Tactics:

6 Tips for Creating Purposeful Content

What kind of content is best for marketing, and where should it be shared? Learn to use intentional strategies to create effective content and reach the right audience today.

4

Jake Jesty (left) and Jesh Jesty (right) opened Sound Evolution with the goal of providing quality service and high-end car audio to the Houston, Texas area. The brothers and their team look toward expanding their offerings while continuing to educate customers. In February 2023, the businses was named Retailer of the Year at the Industry Awards in Las Vegas, Nev.

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EDITORIAL

Rosa Sophia MANAGING EDITOR 978.645.6466 rosas@mobile-electronics.com

Chris Cook EDITOR-AT-LARGE

CREATIVE LAYOUT AND DESIGN

Contributing Editors Jamie Sorcher and Laura Kemmerer

Published by

Chris Cook PRESIDENT 978.645.6434 chrisc@mobile-electronics.com

Richard Basler DIR. TECHNOLOGY SOLUTIONS 978.645.6449 richb@mobile-electronics.com Tony Frangiosa

MEA

EDITOR’SFORUMROSASOPHIA• MANAGING EDITOR

LEARNING TO TAKE THE LEAP

What can you accomplish? You’ll never know until you try.

When I was in automotive school, my engines instructor, Mr. Olsen, approached teaching with patience and compassion. He believed that if you were committed enough, you could learn anything. Although he passed away in recent years, I think of him whenever I’m faced with an opportunity to step outside my comfort zone and learn something new. Many of us work hard to build confidence, to avoid saying, “I don’t know if I can do that.” For me, my teacher’s message was the boost I needed: If you’re interested and you want to do it, you can. Period.

In this month’s Retail News column, Brittany Huston echoed this sentiment. When we met at KnowledgeFest Indianapolis, I wanted to know if she had any advice for other women who are interested in being technicians, but might feel intimidated or not good enough. Her advice: “Just jump in.”

IT’S ALL ABOUT THE MINDSET

We’ve heard it many times. It’s our positive attitude—or lack thereof— which helps drive us forward. When we face negativity from other people or situations, we have two choices: We can either let it affect us, or we can take the next step toward self-improvement. Sometimes, though, we are our own source of negativity. If you’re having difficulty moving forward in your own life, whether professionally or personally, consider why. I’ve mentioned journaling before, and so have a number of professionals both within our industry and beyond it. Writing down your thoughts can help to process them.

Recently, I came across a company called Switch Research, which offers guided journaling courses. One is intended to foster positive self-talk. By learning to build confidence and a positive mindset, we can slow our inner critic before it gains control.

LEARN TO BELIEVE IN YOURSELF

Recently, a mentor of mine shared that when he was learning carpentry, his teacher gave him some sage advice: “If you want to be a great carpenter, get the first 100,000 mistakes out of the way first.” I love this, because I think it’s applicable to anything. We will always make mistakes, but it’s what we do with those mistakes that counts.

While I was still in automotive school, my drivability instructor also said something that sticks with me: “You know what you’re doing, you just don’t have any confidence in yourself.”

It’s taken me years to build that confidence, and I’m still working on it. If this resonates with you, no matter who you are or where you came from, remember it takes time. Have compassion for yourself as you work on learning new skillsets or making plans for your future.

In this month’s What’s Happening column, Ata Ehdaivand shared something which I feel applies here: “We’re all at the same level, and I’m just sharing my experience.” In a way, that’s the theme of this month’s issue: As long as we work at it, we’re all growing in different ways.

Have compassion for yourself as you work on learning new skillsets or making plans for your future.

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IT’S A NEW DAY

“I see myself growing and topping all the goals I have set for myself. I plan one year at time and discipline myself to top that goal. The next year, I set my bar higher and strive toward killing it. Knowledge is power and ever-evolving from year to year. If I fail, I pick myself back up, ask what I could’ve done different and aim to catch up with my goal.”

- Alex Stowe, Speakerbox Car Audio, Huntsville, Ala.

“Take the time to post consistently on social media. This allows me to connect with my customers during installation while also building a portfolio that showcases daily work and skills. Over time, this means you’ve created trust with a new customer before even talking to them.”

-Thomas Shafer, Blossom Installations, Bartonsville, Penn.

“I bought toolboxes for my techs. We didn’t have a lot of room at first, and I had to make it as efficient as possible and utilize the space. I know I need a big workbench. I also need tool storage, so building my toolboxes into the bench made sense so I’m not wasting wall space for tool storage. My techs don’t have to have their own box. I give them a key so they can lock their stuff up. This way, I don’t have a bunch of mismatched boxes taking up space. The box is already there and it fits the organization.”

- Adam Devine, Devine Concepts Automotive Design, Naples, Fla

According to these 12-volt professionals, it’s important to be persistent, efficient and always show off your best work.

Mobile Electronics INDUSTRY RETAIL SALES REPORT

The Mobile Electronics Association reports specialty retailer performance for the second quarter of 2023 as compared to 2022. Here are the updated findings as of 8-21-2023.

2023 vs. 2022 by Month

vs. 2022 vs. 2019

WAS COMPARED TO 2022 AND AS COMPARED TO 2019 UP 3% UP 23%

With the final data in for the second quarter we are seeing some growth over the same quarter of 2022 taking the first have of the year to positive growth year-over-year of 3%.

Buy Back Your Time: Get Unstuck, Reclaim Your Freedom, and Build Your Empire

BY DAN MARTELL

Time is a precious commodity. How you use your free time will make or break your success. It’s not about working harder or finding more time to do the work. It’s about designing the freedom to engage in the high-value work that brings you energy and fulfillment. Dan Martell founded, scaled and successfully exited three technology companies within a 10-year period. In 2012, he was named Canada’s top angel investor, having invested in more than 50 start-ups, such as Intercom, Udemy and Unbounce. In 2016, Martell founded the SaaS Academy and grew it to become one of the largest coaching companies in the world. He’s also an Ironman athlete and philanthropist. In his first book, Buy Back Your Time, he teaches entrepreneurs how to scale their business before burning out. Reading this book will help you learn the secrets to working less and playing more and also how to invest your newfound time wisely—both at work and at home.

Started From the Bottom

AVAILABLE ON APPLE, SPOTIFY, GOOGLE, STITCHER AND MORE.

Every week, host Justin Richmond interviews successful people who grew up on the outside—people of color, people who weren’t part of the old boys’ network, people who grew up in a world where almost nobody went to college. So how did these folks beat the odds? How did they avoid feeling like imposters? How did they overcome and do it? On the most recent episode, Nike executive Larry Miller is featured. Convicted of murder at age 16, Miller kept his crime and incarceration a secret for over 40 years. But after building the Jordan brand at Nike into a billion-dollar business, Miller has chosen to open up about his story.

PODCAST

The Experiment

WNYCSTUDIOS.ORG/PODCASTS/EXPERIMENT

Each week, listen to stories about what happens when individual people confront deeply held American ideals in their own lives. Host Julia Longorio, a radio journalist, is interested in the cultural and political contradictions that reveal who we are. An upcoming three-part miniseries is Spam: How The American Dream Got Canned. Past episodes have focused on the differences between pro-life and pro-choice; protecting the capitol one year after the January sixth attack, and what it means to give away our DNA. Heavy topics, but a compelling listen if you want to dig into serious topics.

The Power of One More: The Ultimate Guide to Happiness and Success

BY ED MYLETT

Often, people are only one more intentional thought or action away from discovering their best life. In this book, renowned keynote speaker and performance expert Ed Mylett draws on 30 years of experience as an entrepreneur and coach to top athletes, entertainers and business executives. He reveals powerful and practical strategies to help you live this extraordinary “one more” life. Read about his breakthrough ideas: becoming an impossibility thinker and a possibility achiever, the dynamics of team chemistry and becoming a “One More Multiplier,” and faith, energy, and quantum science. Use these universal strategies to kick-start change in your life—both professionally and personally.

SHARING THE EXPERIENCE

At KnowledgeFest Indianapolis, instructors and attendees shared stories of personal growth and challenged one another to evolve.

WORDS BY ROSA SOPHIA

At KnowledgeFest Indianapolis, June 23-25, attendees got a chance to interact with some new exhibitors—Stetsom Electronics and Meyer Distribution, to name a couple—and enjoyed fresh education sessions, including “Gorilla Fabrication” with Cabe Sipes of Pimp My Ride fame (who began his presentation with a joke about a spelling error).

Many instructors shared their own personal stories of growth while in the classroom, beginning with Chris Cook, president of Mobile Electronics Association, who recalled his 12-volt journey during his keynote presentation. Cook discussed his background as an installer, his work with CES and his formation of the Connect2Car panel, which is in its 24th

year. As an association, he continued, “we have an influence” on the high-level OEM side of things.

“I grew up as an installer. I’m not a college graduate,” he said, adding, “I enjoy the industry and my favorite part of my job is being here, spending time with you, hearing what you experience, both positive and negative, and listening to your ideas.”

In “Growth Techniques for All Sizes: Scaling Your Business,” Ata Ehdaivand shared his perspective on growing from a one-person shop to a larger business, noting, “I’m not here to each.” Ehdaivand underscored the following: “I’m a

fabricator, a store owner, everything you are. We’re all at the same level,” he said, “and I’m just sharing my experience.”

GO BACK TO THE BASICS TO LEVEL UP

During the weekend, Cabe Sipes—owner of Custom Audio Reimagined—taught a class to installers and fabricators who were interested in leveling up and increasing their revenue. Before going on television, Sipes said he worked as a district trainer for Best Buy. “I trained all the installers in the Midwest.” He explained this was the origin of his “guerrilla fabrication” methods: He learned to

build custom cars in a Best Buy install bay with minimal tools.

“Guerrilla fabricating is like guerrilla warfare: You get in, you get the job done and you get out. You work with the tools you have. You don’t want the cars to linger, or you won’t make money,” he said. “At Best Buy, that’s what I called it. When I found an installer who had a skillset and could build, I would teach him, and then he could do simple things that would add $200-$300 to the bill and increase his income.”

Building a vehicle with the most basic tools, he explained, is the foundation of his

“I could take my bag and come to any shop anywhere and I can build. If you can’t, you can’t guerrilla fabricate, which makes you worth less money. But if you can do this, it increases your income.”

In his presentation on fabrication, Cabe Sipes advised listeners to go back and ensure they understand the basics. He explained that the right methods will help installers to increase efficiency and revenue, and shared some techniques they could start with.

methods. “I could take my bag and come to any shop anywhere and I can build. If you can’t, you can’t guerrilla fabricate, which makes you worth less money. But if you can do this, it increases your income.”

He recommended utilizing processes to increase efficiency, thereby increasing income. One of his recommendations was to use pre-fab sub boxes for frequently used sizes. “I started dressing it up to make it look cool,” he said. “Make it look nice. If you know you’re going to use that size, keep them around. You’re more efficient and not wasting time.”

Sipes said he noticed fabricators tend to spend too much time on one car. “They get locked in on a sub box, and three days later, they’re still working on it. You’ve lost money at this point.”

When business owners call him for advice, he always recommends that an installer go back to the basics and make sure they know and understand them. Avoid, he noted, becoming a “one-trick pony,” and learn to use a jigsaw before learning to use a router. “If you learned a router first, you were taught wrong,” Sipes said, adding, “You need basic skillsets to work with these tools.”

BUILDING GOOD HABITS LEADS TO GROWTH

Tomas Keenan—author of Unf*ck Your Business: Stop Business Self-Sabotage by Getting Clear On Your Core Values Now told show attendees that life events can shift a person’s priorities. For him, it was marriage and the birth of his first daughter. “It was time for me to grow up,” he said. “How do I make my business

reliable, scalable, something that will operate without my presence every day? I didn’t know how to make that a reality.”

When a one-person business grows to include multiple employees, and when the foundation is properly set, a business owner will discover greater freedoms to prioritize other areas of their lives. “When something massive happens in your life, it can get to a point where you don’t care what’s going on in the business,” Keenan said. “Your focus needs to shift and go to ultimately what’s the most important thing in your life.”

Looking back, Keenan said he was MECP certified while he was still in high school. This helped him get in the door, he said, but he still had to learn all of the necessary hands-on skills. “I got myself to a point where I taught myself as much as I could. I wanted more. I dropped out of college and went to trade school.”

When Sipes looked back on his own experience, he said he didn’t know whether or not he was any good. “I had no

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what’s happening

connection with anyone else. There was no Internet.” He called out Jason Ewing, who was in the room, and told the audience about Ewing’s early support of his work. The two went on to work together on Pimp My Ride.

“If I couldn’t go anywhere and build cars outside my comfort zone—if I couldn’t do that, I wouldn’t be here talking to you or doing what I do now,” Sipes said.

Keenan noted that he sought connection, too: “I looked for people who had been in similar situations for guidance. I hired a business coach to lay out the foundation that would build a scalable company. This enabled me to walk away from the company for a couple of weeks, and it didn’t burn to the ground because I had people in place to carry it while I was out taking care of what was more important.” He noted that

the idea for his book came after enough people asked for his personal perspectives on business growth.

During the keynote, Cook said, “I know it’s tough to get out here. We have dedicated speakers helping people grow. Most of these speakers are here because they’re in the industry, or they love our industry and they want to give back.” He then turned to Philip Lindsley, owner of Titan Motoring in Nashville, Tenn., and asked, “Why do you come here?”

Lindsley said he’s learned a lot from KnowledgeFest classes over the years. “It’s drastically impacted me, my business and how I look at things,” he said, noting this is why he now teaches.

Instructors and attendees agreed: “Size doesn’t matter, but how you run your business does.”

Installer’s Advice to Women in the Industry: “JUST JUMP IN”

WORDS BY ROSA SOPHIA

Technician Brittany Huston has been working in the 12-volt industry for about two-and-a-half years at Mentor, Ohio-based Stereo Installs. When asked how she got started, she said someone saw her rewiring a ceiling fan and told her she’d be great at installing remote starts. Today, she enjoys wiring radios, remote starts and amplifiers.

She’s also begun working with laser engraving. Her previous experience studying for her degree in interior design helped prepare her, she said, adding that she’d already learned to design using the computer, noting, “It’s a lot of fun.”

Huston recently attended her first KnowledgeFest in Indianapolis, where she said she learned a lot. “My favorite class was the remote start class by VOXX Electronics. I took both the basic intro class and the advanced class.” She also said she enjoyed Focal’s one-on-one BARNIE demonstrations on tuning a Mosconi DSP.

Tuning, she added, is her next focus. At KnowledgeFest, she began to learn more on the topic by attending classes such as “DSP Tuning Fundamentals” and the hands-on “OEM Audio Integration” class held on the show floor, presented by Brian Mitchell of Liquid Trends Modesto.

“There’s a lot more support for women in the industry than I would

have expected,” Huston said. “Everyone who works at our shop has been a great mentor to me, and helped me get where I am.” Now, she added, she helps train newer team members: “I just had a new installer tell me, ‘I learned everything from you.’”

For women who might feel intimidated by the prospect of pursuing work as a technician, Huston said, “There’s

nothing to it but to do it.” She noted that, sometimes, individuals might block themselves mentally out of fear. “Work through that. Just jump in.”

She thought back to a Harley-Davidson she recently worked on: “I felt intimidated, but I took it step by step, and I had someone helping me. At the end, I said, ‘Wow, I did that.’ To see what you’re capable of is very rewarding.”

inSummerKick-Off theCapitalCity

RDV AUTOMOTIVE TECHNOLOGY BECOMES EXCLUSIVE DISTRIBUTOR FOR MIGHTY MOUNT

RDV Technologies recently became the exclusive distributor for Mighty Mount, a line of wireless chargers and cell phone mounts. This protected product is tailored to 12-volt retailers and features a variety of different types of mounts, including cupholder mounts. The line also includes a special Tesla mount. The products come with a one-year warranty. The dealer display, pictured here, is available for dealers at the low cost of $600. The display features $1,200 worth of retail product.

At KnowledgeFest Indianapolis, retailers, technicians and salespeople gathered to hone their skills and seize new opportunities.

ZZ-2 EXPANDS COMPATIBILITY FOR Z-WAGZ OBD-II MODULES

This is a simple plug-and-play OBD-II module for flashing OEM lights with the press of a button. This unit, compatible with multiple brands, is pre-programmed with eight different light patterns. It is also compatible with both halogen and LED-equipped systems. ZZ-2 has expanded compatibility to include 2022- and 2023-year vehicles. Units include the ZW-BCM-FRD (for Ford vehicles); ZW-BCM-GM (GM); and ZW-MFD for earlier vehicle models. The new units provide solutions to factory changes in vehicle communication.

FOCAL OFFERS ONE-ON-ONE TRAINING AND GA-BARNIE DEMONSTRATIONS AT KNOWLEDGEFEST

More one-on-one trainings and demonstrations on GA-BARNIE (Binaural Audio Record Non-Interference Elaborate) will be offered at KnowledgeFest Dallas in August. At Indianapolis, Focal demonstrated the BARNIE tuning process—tune alignment, phase alignment and auto EQ. On the show floor, the company displayed a 2022 Ford Bronco and a 2021 F-150 Tremor, both of which were entirely BARNIE-tuned.

KICKER SOLO X SUBWOOFERS

The Solo X line of subwoofers are focused on the competition scene, according to Kicker, whose representatives stated these products are high-output, high-SPL and high power-handling. The cone and voice coil assembly can be easily replaced by the average user in about five minutes. This way, if something fails during competition, the user can easily resolve the problem without any special tools, glues or adhesives. The woofers offer 2,000 watts of power, and four-stair cooling that increases durability and keeps the voice coil 25 percent cooler than the average speaker. The line has been in the works for four years. The Solo X design pays tribute to the originals released in 2003. This new line will feature subwoofers in 10-, 12- and 15-inch, with dual one- and dual two-ohm voice coils, with an 18-inch coming next year.

JBL AUDIO RALLYBAR SERIES FOR POWERSPORTS

Now available from JBL are three different models in the JBL Rallybar Series: The JBL Rallybar S, Rallybar and Rallybar XL. One is an unlit 20-inch unit with a 150watt amplifier. The next level up is the same size, but lighted. The XL model is a 35-inch, 300-watt 10-speaker sound bar. The line features waterproof connections and a primary power on/off switch, so there’s no need to connect it to factory electronics. The user can go right to the battery. Finally, there’s a number of ways this versatile product can be mounted.

CICADA AUDIO CHX SERIES

Cicada Audio added a new 6.5-inch pro horn driver to its upcoming CHX series. At a half-inch shallower than the CH line, this is a direct drop for Street Glide and Road Glide applications. It features increased power handling and a waterproof design. Also available in 6x9 and 8-inch. “With a new tooled basket design and a much larger motor structure, the new CHX Pro Horn Coax line will ensure some serious performance,” said Marty Deane, director of sales.

HKI TURY FAST MAX ACCELERATION AND SAFETY TECHNOLOGY

The Tury FAST throttle control system has been updated to FAST MAX. The software upgrades include AUTO LOCK, which automatically locks the pedal based on the lack of smartphone presence or MAGIC KEY presence sensor. If the car is stolen, but the magic key remains in the owner’s pocket, the car will go into valet mode, limiting the throttle incrementally until the car is immobile. The car will be rendered useless after a programmed amount of time chosen by the owner. The upgrades also feature ECO MODE to minimize fuel consumption. Almost all vehicles in the United States are covered. The company is currently working on adding Tesla to the list.

JL AUDIO MAX TUN MEASUREMENT SYSTEM

On the show floor at KnowledgeFest Indy, JL Audio demonstrated various ways to use the MAX measurement system, including how to take electrical measurements for OEM integration to identify frequency response, all-pass filters, voltage and more, taking it beyond system tuning. Representatives from JL Audio used a simulation rig which mimicked an actual car, using real data to run demonstrations.

PRECISION POWER DISPLAYS HDHU-9813SG HEAD UNIT ON A 2012 HARLEY-DAVIDSON STREET GLIDE

This new head unit gives users CarPlay or Android Auto. Because the design would’ve blocked indicator lights, Precision Power built them into the display. Featuring a very easy

VIPER SMART START PRO

The Viper Smart Start Pro allows the user to start, locate and lock a vehicle from almost anywhere in the world with a smartphone. Additionally, the vehicle owner can set parameters so that if a family member drives the car beyond a specified area, it will send an alert, which is a useful tool for monitoring teen drivers. There’s also a perk for dealers: Any time the Smart Start Pro is installed and activated, the retailer can go to the website and redeem the serial number for $10 on a prepaid card.

STETSOM ATTENDS FIRST KNOWLEDGEFEST, ANNOUNCES NEW PRODUCT LAUNCHES

Stetsom, a manufacturer from Brazil, made its KnowledgeFest debut at Indianapolis. At the show, the company launched its Bravo HQ 800.4, a four-channel amplifier made for US market, along with the Bravo full-range 12000. Stetsom’s best-selling products are DSPs. The company also launched the Bravo fullrange 12000-watt at 1-ohm. Stetsom noted that an additional new product launch can be anticipated soon. Additionally, the company offers a line of motorcycle products.

MEMPHIS AUDIO PRESENTS NEW LINE OF MARINE TOWER SPEAKERS

When designing these waterproof marine tower speakers, Memphis Audio focused on improved sound, increased output and durability. There are three tweeters on the 8-inch, and four on the 10-inch. According to the company, the tower speakers are 2- to 5-dB louder.

AUDIOCONTROL’S NEW PRODUCT LINES KEEPS THE AUDIOPHILE SPIRIT ALIVE

At KnowledgeFest Orlando, AudioControl officially launched three new product lines—two subwoofer lineups and one speaker line. Designers focused on keeping the essence of AudioControl alive, according to the company, noting that everything was designed in-house. The Space Series—slim subwoofers in 10and 12-inch—are available at a fairly inexpensive price point, delivering 600 watts RMS of power handling.

The Spike Series is a versatile, affordable daily driver subwoofer that works well in a sound quality system. As a nod to AudioControl enthusiasts, the company included the Spike character on the logo, as well as adding comedic notes to the manuals that fans will appreciate. The product lines come with a one-year warranty if sold over the counter, or two years if it’s sold and installed by an authorized dealer with an AudioControl amplifier to guarantee good, clean power.

The PNW Series is a full line of speakers, components, coaxials and more, featuring blue baskets and a laser-etched PNW logo representing the Pacific North West. For all three installer-friendly product lines, the grilles are included in the cost.

12V DASHBOARD LAUNCHES NEW USER INTERFACE

The new 12V Dashboard user interface increases the speed of the platform, allowing for faster information access. The company is always adding more products and cars to the platform.

DYNAMAT IMPROVES XTREME PRODUCT, ANNOUNCES DYNACORE THERMO ACOUSTIC FIBER

Dynamat Xtreme is available in a one-inch square gridline. The company has improved the product after gathering feedback from installers, to make it easier for cutting in straight lines. All the company’s products have also been updated with new packaging. Additionally, Dynamat has also released Dynacore Thermo-Acoustic Fiber, which works well for absorption. It’s a good solution for tighter areas, such as in RVs, and helps to isolate sound, according to company representatives. Dynacore is a fiber polyester that won’t break down and helps to block heat, too. It is available in 32- by 54-inch size, 12 square feet.

KENWOOD DEMONSTRATES MOTORCYCLE AUDIO LINE ON 2020 HARLEY-DAVIDSON ROAD GLIDE

At KnowledgeFest Indy, Kenwood showed off a number of motorcycle audio products installed on a 2020 Harley-Davidson Road Glide. The bike featured three XM160-2 two-channel amplifiers; 6.5-inch XM65F speakers; and 6.5-inch XM65R speakers. Along with the speakers, Kenwood also offers the CA-CUT14 lid kit which allows for factory lids to be converted.

MEYER DISTRIBUTING ATTENDS FIRST KNOWLEDGEFEST, CONNECTS WITH RETAILERS

Representatives from Meyer Distributing noted their positive experience at KnowledgeFest Indy, where they connected with both current and new dealers. The familyowned company distributes many different products from over 20 categories—“a one-stop shop.” Meyer has over 700 trucks nationwide and runs its own logistics company. Based out of Jasper, Ind., it has nine stocking facilities in the United States with over five million square feet of warehouse space. To learn more and connect with Meyer Distributing, visit www.meyerdistributing.com.

METRA ELECTRONICS SHURIKAN LITHIUM SERIES LI-BTX4L BATTERIES

This LI-BTX4L lithium ion battery is part of the Shurikan Lithium Series from Metra Electronics. It offers 25.6 watt-hours, 12.8 volts, 140 cranking amps, voltage and built-in short circuit protection.

NEW CURRICULUM COMING SOON FROM INSTALLER INSTITUTE

Installer Institute, based in Holly Hill, Fla., is a school for car audio installation. Learn more by visiting the school’s website at www.installerinstitute.edu, and keep an eye out for information on a new, updated curriculum which is currently in the works.

PRV AUDIO QS SERIES QS3000 AMPLIFIER

The QS Series is a new, more compact line of amplifiers at a more affordable price point. The QS3000 is available in one and two ohms, with built-in highpass and low-pass filters. It is full-range and useful for any audio setting.

LUCAS LIGHTING L3 AND L5 SERIES

Lucas Lighting offers “good, better, best and high-performance options,” according to company representatives, who added, “We try to go beyond.” The L3 and L5 Series both use very low voltage, but they have a high output capacity. The L5 is physically smaller than the L4, with 25 percent more light output. Offered in high beam styles or dual beam with staggered output, with simple plug-andplay installation. LED automotive replacement front-firing bulbs are intended for off-road and fog light applications, according to the Lucas Lighting website.

SONY XM-6ES MOBILE ES SERIES 6-CHANNEL CAR AMPLIFIER

The Sony XM-6ES brings the power of other ES amplifiers into a sixchannel format, offering plenty of power with 100 watts RMS by 6 at four ohms, and 165 watts RMS by 6 at two ohms. An eight-channel

RAISING THE BAR

Sound Evolution attracts a loyal client base by staying firm on quality standards and labor costs, setting a positive example for the industry in Houston, Texas.

WORDS BY ROSA SOPHIA

When Sound Evolution was announced as 2023 Retailer of the Year at the Industry Awards in Las Vegas this past February, brothers Jesh and Jake Jesty—owners of the shop based in Houston, Texas—said it was a complete surprise. The shop was also named Most Improved Store. Jesh Jesty said the team has a mantra which goes along with the business name: “You either evolve or you dissolve.”

Last year, Sound Evolution added 1,500 square feet—making a full 6,000—by expanding into a neighboring space. Although currently located in a business park, Jesty said they hope to one day purchase land to build their own store. The main reason for the expansion was to incorporate a laser and a 3D printer. They hope to add a CNC. “Our expertise at Sound Evolution is high-end car audio, DSP tuning and lighting.” Other categories include motorcycle audio and marine, with products such as BLAM, Helix and Wet Sounds. Often, satisfied car audio clients will bring in their boats and motorcycles. “I think we’re

FAST FACTS

MAIN LOCATION: Houston, Texas.

NUMBER OF LOCATIONS: 1

SQUARE FOOTAGE: 6,000

TYPE: Traditional Retail

NUMBER OF EMPLOYEES: 7

MAIN FOCUS

50% Car Audio and Video

20% Security, Radar and Laser

10% SPL Builds

5% Lighting

5% Powersports

5% Marine

5% Ignition Interlock

KEY STAFF

OWNERS: Jesh and Jake Jesty

LEAD TECH/SUPERVISOR: Chase Beaujean

TECH/FABRICATOR/SECURITY SPECIALIST: James Mitchell

TECHNICIAN: David Estupinan

BREATHALYZER SERVICE TECH: James Bradley

well-rounded,” he said, adding that the store isn’t their only endeavor.

Five years ago, the brothers took over a local Houston retailer called Vibetronix, retaining its name and its staff of 18 years. The two stores are about 17 miles apart and serve slightly different demographics. The custom work stays at Sound Evolution, while tint and other smaller jobs go to the “sister store,” Vibetronix.

“We don’t have routers there. It’s just 12-volt retail. Any time they need amplifier racks or speaker adapters, we help them with stock. We treat both businesses as separate, but we still piggyback off each other,” Jesty said, adding, “We’re constantly learning, so

we can put the best product possible out there.”

Both brothers earned bachelor’s degrees: Jesh’s focused on environmental science, and Jake went to school for logistics management. While they’d always been around cars, audio systems stayed a hobby until 2016, when Jake suggested opening a business. For Jesh, who was working for an oil company at the time, it was a complete shift.

Although a different field, Jesty said some of his work negotiating land leases for the oil company translated to retail sales. “I had a crew of 20 guys working under me, so I learned a lot about team management and project management.

Retailer of the YEAR

PARTNERING WITH LOCAL BUSINESSES HELPS BOOST ORGANIC GROWTH

So far, the business’s online marketing is totally organic, according to Jesh Jesty, who said they’ve never paid for advertising. However, he hopes to learn more about what’s possible in the future. “I think we’ve tapped out our organic reach on Facebook and Instagram,” he said. “A lot of our business comes from Google reviews, along with teaming up with other local shops.”

All Out Offroad Performance, which has been in business locally for 30 years, works with dealerships and sublets 12-volt jobs to Sound Evolution. “They do lifts, wheels and tires at their location, but they don’t do 12-volt,” Jesty explained. “I team up with some of the best people in Houston and we provide each other value.” When Sound Evolution first opened, the shop worked with other shops around town when clients wanted lifts, wheels or tires. However, it wasn’t very efficient and took too much time. “Now, if I refer someone to All Out, I know they will do quality work because they are and they’re passionate about it. They feel the same way about us.”

By teaming up with local businesses, Jesty said Sound Evolution is able to increase its visibility by reaching a much wider audience. “We bring them business cards, and donuts or lunch once a month,” he said.

IGLA ANTI-THEFT SYSTEM A TOPSELLER AT SOUND EVOLUTION

Recently, Sound Evolution added the IGLA smart anti-theft car immobilizer to the shop’s offerings. According to Jesty, this product has revolutionized the security category. “They work closely with dealers to get more information about vehicles so they can upgrade software,” he said. “Customers love it.”

The vehicle can’t be started without entering a PIN code on the steering wheel using existing factory buttons. “I’ve installed over 300 units this year just on Dodge TRX trucks.”

Another shop, S & A Security Specialists in Chicago, Ill., recommended they carry it. Jesty said this goes back to the community support he feels is so important in the 12-volt industry.

“He didn’t have to do that, but he follows us online, and he saw we lacked something and so he suggested it.” It’s important to be receptive to what someone else is telling you, Jesty added. “Not everyone is against you. In the last few years, I’ve noticed how supportive this industry is.”

I do catch myself using skills I learned there—whether it’s day-to-day operations or even dealing with vendors,” he said, adding, “It helps.”

DO IT THE RIGHT WAY

When they first entered the Houston car audio market, Jesty said they had to learn to do business the right way. “Sound Evolution wasn’t doing the best at first. We had to adapt. In this local market, we’ve observed a ‘race to zero’ among other businesses. It’s always, ‘Who can do a better price?’ Over the years, we stood our ground and decided we would do it the right way. If we don’t, we’ll always have this issue where we aren’t making enough money, and just giving customers ‘the best price,’ but not putting a price on service and quality of work.”

In the beginning, most projects were re-dos of another shop’s work, according to Jesty. “We will quote an amount, they’ll go somewhere

else and get it done for half the price, and they’ll wind up coming back and paying double to have us fix everything.”

While he said Sound Evolution still does the same amount of re-dos, it’s often the third or fourth time the team has worked with the customer, who learns from the mistake—especially since these vehicles often come in on the back of a tow truck. “One had BCM damage. I have a vehicle now in my bay that paid almost $17,000 at another shop, and we’re re-doing it. They did a lot of damage to the vehicle and the total tab now is $42,000.”

Jesty added that while he doesn’t want to speak negatively about other businesses, he feels passionate about car audio and delivering a quality product to clients. “We feel we are leaving a mark here,” he said. “After winning Retailer of the Year, we display that award in our store, and people look at it and ask questions. This helps the sales process, too.”

The brothers hope this will serve as motivation for other shops: “There’s plenty of money to go around. There’s no need for competition.”

In keeping with the store’s philosophy, Jesty said he has no problem giving estimates to clients. “To this day, customers will ask for a shopping list of parts.” He noted that he’s “not scared” of giving information. “That confidence came from standing our ground because we do so many re-dos.”

In other instances, clients will purchase the products elsewhere but bring it to Sound Evolution for installation. “If the customer buys products elsewhere, some say you can add 20 percent to your labor,” Jesty said. “I don’t want to do

Retailer of the Year and recipient of the Most Improved Store award, Sound Evolution, stresses the importance of standing firm on prices and prioritizing quality. From left to right: James Bradley, Chase Beaujean, Jesh Jesty, Jake Jesty, David Estupiñan, James Mitchell, and Edwin Salazar.

that. I feel that’s a disservice to the customer.” However, there are still warranty issues: “If a customer brings in a set of door speakers and we install them, and then they fail a few months later, he’ll have to pay us to pull the speakers, look at it—he’ll have to get the product replaced, and then bring it to me and I’ll charge him again to install it.”

On the other hand, if everything is purchased at Sound Evolution, the client has more support. “If the speaker warranty has ended, they can purchase a new speaker from me and it’s covered under the labor warranty because it doesn’t take me long,” Jesty explained, adding, “I would rather nurture the relationship with the customer.”

Jesty said lead technician and shop supervisor Chase Beaujean is brought into a sale if it’s a big custom job. Beaujean handles system design and tuning. “In our experience, the customer likes the tech’s input,” Jesty said. “It can give them a confidence

VIBETRONIX ACQUISITION BOOSTS REVENUE, AIDS IN SCHEDULING

Five years ago, the Jesty brothers purchased another local 12-volt shop which is about a 25-minute drive from Sound Evolution. The business, Vibetronix, has been around for 18 years and has five employees—two salespeople, two installers and a manager who also handles parts deliveries. The shop’s main categories are “in-andout car audio” and window tint, according to the Jesh Jesty, who said three of the employees have been there ever since the business first opened. Two were originally at Sound Evolution.

While Sound Evolution might work on 20 vehicles a month due to bigger projects, Vibetronix might complete 60 smaller jobs in one month.

“Vibetronix does well,” he said, “but it is more of a word-of-mouth business. It’s been around a long time and the sales guys have been there since the beginning and they have a following in that area. We’ve also upped their Google reviews since we took over.”

The brands the shop carries were also updated: “The brands we carry don’t want their product everywhere,” Jesty explained. “They don’t care about numbers. They care about quality. Vibetronix now sets itself apart that way, too. We also shifted some of our sales processes over there. Even the way customers are greeted has changed. I think that helped a lot.”

Streamlining the two businesses was a smooth process. “We are fortunate to work with likeminded people who are passionate about the industry, so when we saw practices we didn’t really like, we discussed it. The staff received it well and were able to adapt quickly.”

While the business has brought in additional revenue, it’s also helped a lot with scheduling: “If Sound Evolution is a month or 45 days booked out, and Vibetronix is slow, we can sell the job here and give the work to Vibetronix. The customer will go there and get the job done,” Jesty said. “We maintain the same quality standards in both stores, but the scale of products are just a little different.”

boost. Lately, we’ve also been offering them shop tours to show them what we’re working on, [making them think], ‘They charge more here, but my vehicle is safe.’”

In the showroom, six display boards allow for product demonstrations. The staff also carries out vehicle demos.

ALWAYS LISTEN TO THE TEAM

An important aspect of management, Jesty said, is listening to the team. “Technicians said we should start using T-harnesses. Once we started timing the jobs, the added cost justified it. We want to speed up processes without

sacrificing quality,” he said, adding that the 3D printer was another example: Beaujean recommended a particular machine, and his instinct was right. “If I had second-guessed him, it would have hindered our growth.” Another time, a tech pointed out that a particular fuse holder had a higher likelihood of failure and could cost the store money. They started using a different product, and it turned out to be the right move.

Jesh Jesty noted that he feels he and his brother are receptive when it comes to the input of the team. “It helps us grow. Other people become our eyes in

the field. If they say we’re making mistakes, we listen.”

Continued education is important to both brothers, who will attend distributors’ training events whenever they come to town. Last year, they closed the shop and brought the whole staff to Master Tech Expo in Mesa, Ariz. The team continues to hone its processes in order to increase efficiency, with a special focus on automation. “It’s improved the finish quality as well as the fitment and it helped efficiency,” Jesty said, adding, “The first attempt takes time, but now it’s repeatable and more profitable.”

6 TIPS FOR CREATING PURPOSEFUL CONTENT

What kind of content is best for marketing, and where should it be shared? Learn to use intentional strategies to create effective content and reach the right audience.

WORDS BY ROSA SOPHIA

In 2018, Dean Beyett and Fernando Lopez of Smash Force Productions began teaching a class called “Digital Business Card,” which Beyett said evolved over time. When attendees had questions about how to actually create and edit the content that’s shared via the digital business card, the class became “Basics of Video Editing.” The next phase was “Snapshots to Great Shots” for photography beginners. “We went big, and then went basic,” he added, noting that the current class, “Making Purpose-Built Social Media Content,” is very

much a combination of all of these topics.

Together, Beyett and Lopez share strategies on creating short videos with minimal tools; the difference between a good photo and a great photo, and the applications of both; where to share content, and more.

“Everything we teach today, we’ve done,” Beyett said. “We’ve either screwed it up, figured it out, or we’re still doing it because it’s successful. Anything we teach works and has been proven in this industry.”

#1: USE VIDEOS AND PHOTOS TO SHOW THE BEST VERSION OF YOUR STORE

People get nervous when they’re being recorded, Beyett said, telling attendees to take their time, be themselves and to remember “if you record yourself, no one will see it unless you hit send.” So, keep practicing. In looking at a video, he added, “We might say, ‘Why is there sawdust everywhere? What’s on that guy’s car? This isn’t the best representation of us, so let’s do it again.’ Show the best version of you.”

#2: LEARN THE DIFFERENCE BETWEEN SNAPSHOTS AND GREAT SHOTS

When it’s time to document something quickly, it’s time to take a snapshot. “You don’t have to spend time on it,” Beyett said. “You’re just documenting something and showing the best time ever.”

A great shot, on the other hand, is more purposeful, and takes more time—perhaps some staging. “Taking a great shot is taking a photo with an intended purpose,” he explained. “It serves a purpose, but you have to decide that purpose.”

#3: CREATE A PHOTO STORY

When building a photo story, creators should keep their clientele in mind. What kind of cars do they drive? Also,

keep in mind not every build has to be big. Viewers will recognize a familiar vehicle in the post, thereby building confidence in the shop and its team. “If you drive this car, you know it,” Beyett said. “This establishes that you know what you’re doing on my car. Pick five or six great photos you’ve taken of the car.”

He advised being strategic about the order in which the photos are posted. “One photo should be the establishing shot, but make this picture two—not picture one. Notice how Instagram will frequently show you the second picture in the group. The first two photos should be recognizable. This is the hook, and we’re fishing. It has to be something the viewer understands.”

Following images can be behind-thescenes photos of things like brackets, passive crossovers and fuse holders. “We create a photo story for the public,” Beyett added. “We want the car owner to see this.”

#4: CONSIDER THE AUDIENCE: WHERE ARE YOU SHARING POSTS?

When it comes to any content, the creator should understand who their audience is. Beyett advised noticing how others create posts. “Save it to your favorites. Consider what you like about it. Then figure out how to make what you’re doing better. Emotion is

Hands-On Class on Show Floor Teaches Modern Wire Management

Dean Beyett and Fernando Lopez also taught “Modern Wire Management” on the show floor at Indianapolis. These classes will also be presented at KnowledgeFest Dallas, August 25-27. The presentation teaches attendees how to use heat shrink to brand an install; time-saving methods for creating serviceable fuse holder mounts; everyday techniques for clean wire management, and much more. Beyett recommended attendees join the Facebook Group “12 Volt Clean Wire Club” to connect and learn more.

key. If the post is boring, you’re doing it wrong. Know your audience. This is where everyone makes mistakes. Who do you want to look at your images—me or a customer?”

Many industry professionals belong to multiple Facebook groups. “How many of us post the cool build we just did on those groups?” Beyett asked, noting that this is counterintuitive. “A stranger needs to see it because they are your future customer. I’ll never buy from you.”

Again, photos can be simple, too—not just large, flashy custom builds. “Then there’re jobs we spend an hour on, but I guarantee you’d probably make faster money on that. Don’t discount anything you do. This is an opportunity to create content, and content makes money. Don’t leave money on the table.”

#5: NEED HELP CREATING CONTENT? CHECK WITH VENDORS

Building content can take a lot of time, but Beyett reminded listeners that many 12-volt vendors create content that

retailers can use for free. Feeling overwhelmed? Need extra material? “If you decide to post pictures and videos twice a week, and one week you don’t have time—for example, if you’re a Rockford Fosgate, HKI or Focal dealer, they have people on staff who create content. It’s free for you to use and you can brand it any way you want. Don’t worry about always creating your own content. Sometimes sharing theirs is just as effective. Take advantage of it.”

#6: REMEMBER TO HUMANIZE YOURSELF AND YOUR BUSINESS

As numerous instructors have pointed out during training classes, people want to do business with people they know, like and trust. Beyett said, “Humanizing yourself and your business is hard to do for a lot of us.” This has to be done professionally, so the trick is finding a balance: “You can post photos of your wife and kids, but what is that really telling your audience? How do we keep things professional?”

He referenced Steve Jobs as an example: “He was able to take an iPhone, iPad, and make this the most important thing in the room by making his audience like him, and then transferring that to this device.”

Whenever the team has a meal together or a holiday gathering, it’s a good opportunity to share group photos. “This shows your work family,” he said, adding, “It lets everyone know who works there. They’ve met you, and they recognize you. Now, they’ve seen your whole crew.”

Beyett noted is family often vacations at Disney World. “A lot of times, we close the store for vacation. Everyone just goes away for a week.” In this situation, he said he might post a Disney-related photo. “Everyone recognizes this location shot. I can say, ‘Thanks for being great customers, but for today and the next week, we’ll be out.’ This is a good way to promote family without showing your kids in the picture. We don’t need people to see what our kids look like,” he said, adding, “but we also want them to know we are human.”

GOT A BIRDIE?

Featured

SUBMITTED BY: JOSH GLENN, AUDIO ELECTRONICS, INDIANAPOLIS, IND.

To highlight JVC’s products in a different way, the booth at KnowledgeFest Indianapolis featured a lifted EZ-Go golf cart. The goal was to show retailers how they could potentially branch out and offer a different service. The golf-themed booth provided a fun diversion for attendees, who could win a pair of JVC wireless headphones if they could manage to get a hole-in-one.

The golf cart build was completed by local retailer Audio Electronics Indianapolis, headed by Josh Glenn. A JVC

representative pitched the idea of displaying Glenn’s golf cart in the booth. “We supplied them with our brand new gauge-style receiver, JVCKD-MR305BTS, and all the speakers,” said a JVC representative. The 6.5-inch marine-grade speakers are waterproof. “The amplifiers are waterproof and the subwoofers are water-resistant. There’s also a backup camera.”

Finally, LED lighting inside the golf cart shows off the store’s logo between the speakers.

FROM THE PRESIDENT

INCREASING PROFIT THROUGH STRATEGIC PURCHASING

Understand what you sell and why you sell it by taking a closer look at SKU rationalization.

Your primary objective as a retailer is to sell products and services at a profit, allowing you to reinvest and grow your business. Your customer doesn’t want to hear that you don’t have what they want in stock. Your salesperson may lose the sale and your technician may not have work to perform. How do you know which products to keep in stock and what to order?

What is a SKU? The acronym SKU stands for Stock Keeping Unit and is often used to identify the product, product type and manufacturer. That says a lot. How can you can create a focused plan to increase profitability through strategic product purchasing? If you are not getting more people through the door, you must strategically plan profitability before the sale. And that requires that you know what to stock and how best to buy and display it. This is what SKU rationalization is all about.

PREDICTORS: KNOW YOUR TOP VEHICLES

Start by doing an analysis of the top ten or twelve vehicles that enter your facility. If you have this data in your system, that’s great news. If not, get started today. Two lists come to mind—one, the vehicles for the sales you close, and two, those that you don’t. Tracking what you don’t close will give you a handle on missed opportunities. Knowing the vehicles allows you to plan better for reoccurring vehicle-specific SKUs. For example, if 20 percent of the vehicles that enter your shop are similar, then you will need a certain amount of vehicle-specific product every week or every month. This allows you to take some of the mystery out of these purchases and helps you communicate with your vendor regarding a forecast for future purchases.

KNOW YOUR HISTORY: PRODUCT SELECTION BY SALES VOLUME

Regardless of how you track your inventory, you should have a full understanding of just how much inventory you have. The measurements to track are the number of weeks on hand for any given SKU and the total dollar amount available. Your inventory levels should be determined by your actual sales volume. There are many guidelines for how much product you should have in stock. For example, I usually kept around four weeks of inventory

for products that moved well. I was also careful to monitor overall inventory dollar levels to keep them in line with the rate of sales. I would establish an open to buy number that served as a filter to keep me from overbuying on the deal of the week. Remember that you can’t buy more unless you sell what you have. To that end, make sure you review your dust collectors. If it has been sitting on your shelf for more than a year, get rid of it. That product is costing you money if you have already paid for it. This includes your display inventory.

STRATEGIC PLANNING EQUALS SMARTER PURCHASING

You must have a plan to profitability. Don’t be drawn into buying end-of-the-month deals. Don’t jump at every special offer. Learn to create systems that focus on merchandising and generating profit. Understand the best way to test your current product mix against your plan to find out whether the products you’re selling are right for your business. This should be based on knowing your business model and budget, then supporting the model you created to decide what you should sell and why should you sell it. Once you know your sales history and understand what you have in stock, make a list of the orders you could place with your vendors that could be input as a scheduled purchase order. When placing a scheduled PO, request a way out of the order if any of the SKUs drop below fifty percent of the forecasted rate of sale. Your vendors should be your partners in business. They appreciate the forecast, and most will do what they can to help meet your goals.

Understanding what to buy and when is an important part of running a growing business. Think about what you will do differently on your next purchase. Be cautious of new products on the market. New products have no history. Ask your vendor for information that supports why they feel their new product will be your next hot seller. Buy smart, buy often and buy what sells.

If you’re taking a chance on something new, ask your vendor for marketing support and training for their new product. Make sure you understand it and have a plan to sell and install it. Always have a product plan—and make sure that plan supports your mission and goals. You will be glad you did.

Regardless of how you track your inventory, you should have a full understanding of just how much inventory you have.”