Restyling & Truck Accessories - January '15

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38 Restyling & tRuck AccessoRies | January 2015 vertising program to help our customers increase their local presence, and assist them in developing campaigns that in- crease impression and conversion rates. (RTA): What are some ways restylers within your market segment can boost business this year? (LC): We teach our partners how to employ a "good/better/best" approach when selling these aftermarket products. With that approach comes dedicated marketing support, unique product of- ferings and other business-building tools. We want our partners to be able to ac- commodate all of their customers' bud- gets and protection needs, with the high- est-quality products available, backed by our national warranty program. (RTA): What products are important for our readers to stock in 2015? (LC): Clearshield Pro paint protection film is a must for a restyler. This is a won- derful product that enables our installers to provide a profitable yet cost-effective solution to preserve a vehicle's "fresh off the lot" appearance. INDUSTRY LEADERS: Q&A Our dealers are aware of the many advantages our products have over our competitors, not only in strength and durability, but also because we have de- signed products that work together. We are seeing as high as 75 percent of our customers purchase one of our addition- al products to go with the tonneau cover. SOLAR GARD 2014 COMPANY HIGHLIGHTS It was incredibly exciting to launch Clearshield Pro—the expansion of our already proven Clearshield paint pro- tection film series—at the 2014 SEMA Show. By offering ongoing Clearshield Pro installation demos throughout each day, we were able to really show to the market the value of this optically clear protection solution that's easy to install and a fantastic profit opportunity for our partners. (RTA): How did the market within your segment perform in 2014? LAWRENCE CONSTANTIN (LC): The automotive window film and paint protection markets are performing ex- tremely well for Solar Gard. Every day we are adding new members of the restyling community to the Solar Gard network. The changing purchase habits of end consumers are also a valuable advantage for Solar Gard's window film and paint protection dealers. Automotive enthusi- asts are spending a higher percentage of their investment dollars today on acces- sories that extend the life of their vehicle. Both our window film and paint protec- tion offerings appeal to this evolving cus- tomer who values the protection of their investment, as well as traditional restyling consumer interested in customizing and enhancing the look of their vehicle. (RTA): How do you expect your market segment will perform in 2015? (LC): We are planning for additional growth in the automotive segment, as new-car sales are expected to continue to grow in 2015. We have also experienced significant growth in the preservation and custom- ization categories. (RTA): Are there any particular trends or changes that will affect your market seg- ment in 2015? (LC): We are extremely pleased with our new Clearshield Pro paint protection product, which is cur- rently growing at a record pace and will continue to do so next year and beyond, as consumer aware- ness and experience increase. A tough, clear barrier that acts like body armor for your paint, Clearshield Pro provides an invis- ible layer of protection against chips, scratches and stains caused by road debris, insects and more. (RTA): What are some challenges restylers within your market seg- ment face in 2015? (LC): Awareness and communica- tion are key to our customers and help to ensure our mutual suc- cess. Customers now have more choices than ever before, and as new products enter the market- place it is crucial that the restyler has professional marketing sup- port from their supplier to enable clear and concise consumer mes- saging. We pride ourselves on cre- ating unique selling materials and point-of-purchase displays for our partners nationwide. At Solar Gard we also provide a comprehensive cooperative ad- Photo provided by Solar Gard LAWRENCE CONSTANTIN dIRECTOR Of SALES & MARkETING 38 Restyling & tRuck AccessoRies | January 2015

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