marketing executives council november 20, 2008. marketing executives council november 20, 2008...

Marketing Executives Council

November 20, 2008

Marketing Executives Council November 20, 2008

Changing of the Guard

THANK YOU to Brian Tarnacki for helping to organize the Marketing Executives Council

and leadership as Chairman for the first (and past) two years.

~~~Congratulations to Brian Altenberger our incoming Chairman and thank you for two

years of service as Vice Chairman.~~~

Welcome Barry Harris as incoming Vice Chairman.

~~~


Today’s Agenda Welcome and Introductions (Altenberger) Review of Anti-trust guidelines (Cameron) Report from Supplier Image Committee (Cameron)

• Process and Results First Proposal – Catevo, Neal Zipser Lunch Second Proposal – Eisbrenner PR, Kim Zitny Break Third Proposal – MontAd, Rita Siedlaczek Break Supplier Image Discussion (Committee)

• Best of the three proposals• Options• Next Steps

AAPEX preliminary numbers (Cameron) Wrap-up & Adjourn (Altenberger)


Anti-Trust Guidelines It is the unqualified policy of the Motor & Equipment Manufacturers Association to conduct its operations in strict compliance with the antitrust laws of the United

States.

MEMA's antitrust policy prohibits any discussions which constitute or imply an agreement or understanding

concerning: 1) prices, discounts, or terms or conditions of sale; 2) profits or profit margins or cost data; 3) market

shares, sales territories or markets; 4) allocation of customers or territories; 5) selection, rejection or

termination of customers or suppliers; 6) restricting the territory or markets in which a company may resell products; 7) restricting the customers to whom a

company may sell; or 8) any matter which is inconsistent with the proposition that each manufacturer, wholesaler and distributor must exercise its independent business

judgment in pricing its services or products, dealing with its customers and suppliers and choosing markets in

which it will compete.


Supplier Image Committee

Members:• Brian Couch, UCI • Dave Miller, Gates• Ted Hughes, Mahle • Mark Sprague, NGK• Chris McKenzie, Penray

Process• Request For Proposal (RFP) developed• Distributed to MEC members for comment and requests• Sent to 12 Marketing / PR Firms:

– Barloni & Spencer – Neal Zipser – consolidated w/ Catevo– Bob Moore & Assoc – Maximum Marketing – declined– Catevo – McKinney-Silver – declined– Clean Design – declined – MontAd– Creative Group – declined – The Marx Group – declined– Eisbrenner PR – Wilkin-Guge - declined


Supplier Image Committee

Proposals to include:• Background and references of firm• Short-term, low-cost option - $40K budget• Long-term recommendation – no budget limit• Funding and fund raising suggestions

Proposals received – include short and long term:• Catevo - $160,000 annual recommended

– “Because ‘Good Enough’ Never Really Is”

• Eisbrenner - $275,000 annual recommended– “It’s Not Just a Part. It’s YOUR Reputation.”

• MontAd - $385,000 annual recommended– “AASA Members Make It Right, Short Lines Just Don’t Make

It.”

• Bob Moore & Assoc – recommends member collaboration on association initiatives as an alternative


Catevo

Neal Zipser & Joseph Gaitens• “Because ‘Good Enough’ Never Really Is”


Lunch


Eisbrenner PR

Kim Zitny• “It’s Not Just a Part. It’s YOUR Reputation.”


Break – 15 minutes


MontAd

Rita Siedlaczek & Al Haberstroh• “AASA Members Make It Right, Short Lines Just Don’t

Make It”


Break – 15 minutes


Supplier Image Initiative Decision

Discussion on presentations, firms and proposals

Funding options Other Options Next Steps:

• Proposal to AASA Board• Selection of a marketing firm• Best use of existing funds



Other OptionsA. Select the best of the three proposals

• Work proposal down to reasonable budget• Seek board buy in and approval• Develop fund raising to membership

B. Select a marketing firm• Negotiate retainer fee within MEC budget• Participate in MEC meetings

C. In-house Solutions (utilize budget)• Industry Award• Supplier Image 6-Part Series• Trade Ad – 6X Insertion



Supplier Image – 6 Part Series• Negotiate with trade partner • Supplement with full-page trade ad• Free Franchise Piece• 6 Feature Articles

1. What’s in a Brand?2. Definition of Full-Line3. Value of Value-added4. Direct Importing: Risk v. Reward5. Who Supplies the Tail?6. We are All in this Together



Next Steps:• Best option?• Proposal to AASA Board• Selection of a marketing firm• Best use of existing funds


AAPEX

Preliminary Numbers• AAIW

– Buyer pre-registrations 65K – up 4%– On-site registrations – down 25%– International registrations – down 18%

• AAPEX– 1933 exhibitors – down 4.1%– 4614 booths – down 3.7%

• SEMA– 2000 exhibitors – down slightly– 9600 booths – down by 900 or 9.4%


AAPEX

IP Complaint Activity• 9 Registered Complaints (including multiples)

– 4 trademark– 4 patent– 2 trade dress– 1 copyright

• 12 Non-compliant Complaints (NHTSA)• Actions taken

– 12 product seizure and/or removal– 2 catalog removal– 2 infringement notices delivered

• NO Counterfeit Complaints


Wrap-up and Adjourn

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