Café SEMA: In the Know with a Cup of Joe! Powered by the SEMA Businesswomen’s Network (SBN) - SEMA Show

Registration is FREE and limited to the first 100 registrants. Participation is open to any SEMA member attending the 2011 show.

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• Cafe SEMA Guidelines

Business Technology:

	All participants receive a free commemorative Café SEMA traveling coffee cup!

Building, maintaining, and publishing accurate product information in standard formats; and what it takes to leverage that information to sell product.
Expert: Luanne Brown, etool Developers, SEMA Board of Directors member
Luanne Brown is the company founder and President of eTool Developers, a high-technology company specializing in bringing visionary online solutions to life through a combination of tech-savvy creativity, forward thinking and can-do drive. If you’ve got an online challenge, we’ve got a solution. In focusing eTools efforts on the automotive aftermarket, eTools Developers offer effective website design, efficient data management, effortless training and demonstrations, all powered by economical and easy-to-use eTools.

Luanne is very involved in the aftermarket industry and currently serves on the board of directors of SEMA (Specialty Equipment Market Association), is chair of its SEMA Cares charitable committee and a member of the SEMA Business Technology Committee. She is the past chair of the SEMA Businesswomen’s Network and has served on the scholarship committee.

She has become one of the industry’s leading experts, conducting numerous seminars on internet marketing and advertising at the SEMA Show, the Aftermarket eForum, the Off Road Impact Show, Hot Rod and Restoration Trade Show, PRI (Performance Racing Industry) trade show, and various AAIA (Automotive Aftermarket Industry Association) events.

Legal:

1) Protecting your Intellectual Property by registering copyrights, trademarks, and patents -- and what that means when you need to defend it against online misuses like: advertising by unauthorized dealers; typo-squatters leveraging your brand's URL; competitive Google ad-words campaigns built around your brand name; plus, legitimate uses of trademarks in comparison shopping tools.
Expert: Steven D. Lustig
Steven Lustig is an intellectual property attorney in the Washington DC office of Dickinson Wright PLLC, a Detroit-based general practice law firm. Mr. Lustig's practice focuses on U.S. and international trademark clearance and prosecution, trademark litigation, Internet domain name registration and dispute resolution, ebusiness issues relating to intellectual property, customs enforcement, anti-counterfeiting, trade dress and unfair competition enforcement, and copyrights. Mr. Lustig has prosecuted hundreds of trademark applications before the U.S. Patent and Trademark Office, and internationally, and his litigation experience includes federal court practice, as well as conducting opposition and cancellation proceedings before the U.S. Trademark Trial and Appeal Board. Mr. Lustig regularly corresponds with the Bureau of Customs and Border Protection regarding the seizure of counterfeit goods. In the copyright field, Mr. Lustig advises clients on all aspects of copyright protection including infringements, anti-counterfeiting enforcement, and registering original works with the Copyright Office of the Library of Congress.

2) Why manufacturers and retailers need licensing agreements.
Expert: Debra Fickler (SBC SC)

Environmental:

1) Going Green: Efficient manufacturing, marketing, and distribution are sound business practice -- how to save money while saving the planet.
2) Going Green: Promoting your company as environmentally responsible; being prepared to answer the critics.
Expert: Dora Fang

Sales:

1) Hiring the best agency to represent your company: finding an agency with a complementary client mix and distribution chain; striking a deal; and making the most of the relationship.

2) Doing business globally; taking advantage of emerging markets.
Expert: Wade Kawasaki,  founder of Exports International, past Chairman of SEMA International Trade Committee, appointed member of APAC a U.S Congressional mandated committee that advised the U.S. Department of Commerce Secretary on trade in Asian markets.

Marketing and PR:

1) Good Media Relations = Good Public Relations. Working with the people who influence buyers.
Expert: James Schiefer, Schiefer Media

James Schiefer was born into the industry. His grandfather, Paul Schiefer, was a founding member of SEMA, founder of Schiefer Manufacturing (Clutches and Flywheels) and the first inductee into the SEMA Hall of Fame. James’ father, Carl, served on the SEMA Board and was the founder of Schiefer Media, Inc. in the early 1980s. He was also an avid racer and won the AHRA World Finals in 1964.

James joined Schiefer Media in 2001, becoming President/CEO in 2007. Under his guidance, Schiefer Media has become known for developing the most sophisticated research, planning and buying platform available. In 2006, Schiefer also established a Public Relations division focusing on delivering measureable results. With constant devotion to delivering the strongest return on marketing investment (ROMI) possible, Schiefer Media continues to pioneer advertising and PR opportunities for clients in all forms of media including TV, print, online, mobile, radio, video game, broadband, outdoor and social media space.

Schiefer Media is a full-service media company that provides 360° media buying (all forms of media), branded entertainment, social media management and public relations, as well as creative and marketing strategy/consulting. Schiefer Media’s client list includes many leading SEMA companies in the manufacturing, retail and education market segments.

2) Social media, digital media, and traditional media: tactics for reaching consumers efficiently and effectively.
Expert: Tyler Tanaka (SBC SC chair)

Media:

New Media, Traditional Media, and Compelling Content: what it takes to promote your brand in the 21st Century.
Expert: Dan Kahn (YEN SC chair-elect)

Dan Kahn has been helping car companies and auto aftermarket firms bridge the gap between sales, consumer marketing and media relations for nearly 15 years. A former automotive journalist, Kahn has handled Communications for some of our industry’s biggest brands, and started Kahn Media, Inc., a PR & Social Media Marketing agency dedicated to the aftermarket, in 2008. Kahn specializes in content marketing: helping brands connect with customers and consumers by creating cohesive campaigns that speak directly to the consumer through social media, while coordinating PR campaigns with the traditional press, in a cohesive and goal-driven way. Clients include Flowmaster Exhaust, HRE Wheels, Hotchkis Suspension, Red Line Oil, RePlay XD Cameras and more. As a passionate advocate of both print media and social media marketing and a veteran of the dot com era, Kahn offers SEMA members information on how to rapidly expand their brands in new media while maximizing ROI through PR tactics anyone can do with a little time and effort.

SEMA:

1) How to participate in SEMA initiatives and change (our piece of) the world.
Expert: John Menzler (HRIA SC)

2) Business Intelligence: How to get the most out of your SEMA membership.
Expert: Nathan Ridnouer, SEMA VP of Councils & Membership

Nathan Ridnouer is a 17-year trade association professional and currently the VP of Councils and Membership. In this role, he oversees the strategic direction of the organization’s volunteer groups and services to the broad membership base.

Ridnouer joined the SEMA staff in 2008 as the Senior Director of Member Services after six years with the Consumer Electronics Association (CEA). In that role, he was responsible for coordinating the organization’s educational priorities, including the seminar program at the annual SEMA Show, webinar schedule and programming created to help students prepare and transition into the specialty equipment market.

Over his career, Ridnouer has significant experience working with volunteers and groups to coordinate the successful completion and strategic direction of association initiatives. Ridnouer thrives in working with the volunteer leadership to help address industry challenges and member needs and recognize the importance of keeping close ties to the core membership that guides our efforts.

Ridnouer holds a Bachelor of Science in Public Administration from George Mason University in Fairfax, VA.