January '20

Issue link:

Contents of this Issue


Page 25 of 71

20 THE SHOP JANUARY 2020 Staff meeting before the start of the open house, ensuring everyone knew what to do. good traffic flow, exposure for everyone and separation between competing brands. Setup did not occur during the stated hours as planned initially, as rep agen- cies needed to come in early, while other vendors were traveling long distances and arrived late. Flexibility is important if you want to involve your suppliers and manu- facturer's reps. Have fun. Much of the joy of staging an event is in involving your staff, their families and your friends. A DJ with knowledge of off-roading served as the event's MC. A taco truck with authentic Mexican cuisine provided food that was hot and delicious, and there were free soft drinks and bottled water. A 40-foot projection screen showed a continuous loop of off-road videos, and a raffle drawing was one of the highlights of the evening, with many valuable prizes given away. Commemorate the occasion. As SDHQ noted, how many times will your business turn 20? In addition to the items it regularly sells in its showroom, T-shirts, caps, hoodies and stickers with a special anniversary logo were made available as well. While the event attracted a very large turnout, the idea here wasn't that SDHQ would sell all of the anniversary apparel during the Grand Reopening—sales con- tinued throughout the year. MORE TO COME? Will SDHQ celebrate another anniversary like this one, or commemorate a move to another, even larger facility in the years to come? If history repeats itself and the company continues to grow as it has, there's little doubt there will be demand for similar events in the future. While your shop may not be anywhere near the size of SDHQ, learn from and apply what we've highlighted here. Much of business is built upon relationships; use yours with vendors and manufacturer's reps to make your open house or event a worth- while undertaking. JASON SAKURAI heads up Road- house Marketing, a marketing, advertising and sales solutions firm dedicated to the automotive aftermarket. A frequent contrib- utor to THE SHOP, Jason's byline appears in many enthusiast and trade publications, in print and online. NEW HORIZONS FOR MOTORSPORTS The guy in charge, Ryan Marselis. This is only a portion of SDHQ's vast inventory. Creating more of its own parts is the next phase of SDHQ's growth. Room to do more installations and more complex builds was a big part of the expansion.

Articles in this issue

view archives of THE SHOP - January '20