Recognized Supplier Guide ‘18

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54 THE SHOP AUGUST 2018 Creating the Wave fit, SDHQ ends up with a number of show- worthy vehicles, even if that wasn't the original intent. The vehicles can then also be used to create installation instructions and videos. SPONSORSHIP FOR ALL When you see SDHQ's trailers at a Best In The Desert race, King of the Hammers, Easter Jeep Safari or Overland Expo West, this is its form of sponsorship. Instead of sponsoring teams or individual racers— a much less-costly and time-consuming endeavor—SDHQ takes those resources and allocates them to transporting the parts most likely to fail at these events, making them instantly available to participants. And, rather than charging racers a pre- mium for breaking something at the worst possible time, everything on the trailer is priced the same as it is in the store. As Marselis explains, he would ideally like every racer to realize SDHQ is there for them at each event, whether they break something or not, and they can run as hard and fast as possible with the confidence that there are parts on hand if they do. This is hardly a moneymaking proposition, but it is one way that SDHQ supports all the racers, who hopefully will buy from them one day or recommend the shop to their friends. The event attendance effort is in its eighth year. Pruett oversees the race pro- gram, and its manager, Dan Two Hundred, along with as many other staffers as the size and scope of the event requires. In place to help everyone, the SDHQ support trailers are a subtle reminder of who was there for them when something breaks, and it's working. Distinctively different, SDHQ Off-Road will celebrate its 20th year in business next year. Reaching a platinum anniversary takes a dedicated workforce that's more like a family, a facility proudly called home and the right tools and inventory to make it all happen. JASON SAKURAI heads up Roadhouse Marketing, a mar- keting, advertising and sales solutions firm dedicated to the automotive aftermarket. A fre- quent contributor to THE SHOP, Jason's byline appears in many enthusiast and trade publications, in print and online. SDHQ's name on wearables and hard parts is among the ways it reinforces its brand. Filled to capac- ity, SDHQ is crammed full of all the good stuff. Displays that tell a story are an effective way of using point of purchase materials.

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