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. ~~~

Marketing Executives Council November 20, 2008 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)

Marketing Executives Council November 20, 2008 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.

Marketing Executives Council November 20, 2008 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

Marketing Executives Council November 20, 2008 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

Marketing Executives Council November 20, 2008 Catevo  Neal Zipser & Joseph Gaitens “Because ‘Good Enough’ Never Really Is”

Marketing Executives Council November 20, 2008 Lunch

Marketing Executives Council November 20, 2008 Eisbrenner PR  Kim Zitny “It’s Not Just a Part. It’s YOUR Reputation.”

Marketing Executives Council November 20, 2008 Break – 15 minutes

Marketing Executives Council November 20, 2008 MontAd  Rita Siedlaczek & Al Haberstroh “AASA Members Make It Right, Short Lines Just Don’t Make It”

Marketing Executives Council November 20, 2008 Break – 15 minutes

Marketing Executives Council November 20, 2008 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

Marketing Executives Council November 20, 2008 Supplier Image Initiative Decision  Other Options A.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

Marketing Executives Council November 20, 2008 Supplier Image Initiative Decision  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-Line 3.Value of Value-added 4.Direct Importing: Risk v. Reward 5.Who Supplies the Tail? 6.We are All in this Together

Marketing Executives Council November 20, 2008 Supplier Image Initiative Decision  Next Steps: Best option? Proposal to AASA Board Selection of a marketing firm Best use of existing funds

Marketing Executives Council November 20, 2008 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%

Marketing Executives Council November 20, 2008 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

Marketing Executives Council November 20, 2008 Wrap-up and Adjourn