KNOWLEDGEFEST
BUILDING MORALE The big take-away from KnowledgeFest, according to retail-
ers, is much bigger than just the professional training. It’s the feeling of strength-in-numbers. “It gives you a big boost of, I hate to say, happiness,” Landau said. “It’s great to be sur- rounded by people who are passionate about what they do. It’s almost like a built-in morale booster you’re excited to go back to your place and try this or try that.” Jon Kowanetz echoed those sentiments. The owner of Hand- crafted Car Audio in Mesa, Ariz., named Installer of the Year in 2010 and a Top 12 finalist this year, said he felt KnowledgeFest helped to reinforce some of his approaches in the shop. He
also he picked up new tips along the way while networking and enjoying himself. “Sony’s KnowledgeFest Live! was great and the late night conversation at the bars with guys from other states and even other parts of the world is invaluable,” he said. “If you don’t go, you’re really limiting your chances of success.” KnowledgeFest will return to the Gaylord Texan Hotel and
Convention Center next year. The show will take place August 26 through August 28. “Once again, the mobile electronics industry came together at KnowledgeFest to learn, experience and connect all in an effort to grow the industry,” MERA’s Cook said. “We are looking forward to an even bigger and better 2012 show.” ■
Navigating the Internet Presenter: John Haynes, Al & Ed’s Autosound
Using the Internet and social media in particular to draw in customers was the topic of a workshop led by Al & Ed’s Autosound product manager John Haynes. Right off the bat, Haynes advised against selling anything online, explaining that retailers should use their website only as a “branding catalog” to give customers an idea of what’s in store. “We’re here today to recommend you don’t get into e- commerce,” Haynes said. “Why? Because you’ll be in the deep end of the pool.” What Haynes did recommend was that each and every store uses a basic template for its website and sign-up for Web hosting, which should cost around $10 a month. Also, he suggested having someone in-house who is familiar with the web. “You have to participate to survive,” he said. Haynes also detailed how Al & Ed’s uses CallsWorks (
CallsWorks.com), a system that records all calls taking place at the shops. The calls can then be used for training, coming in especially useful for pointing out best practices to sales and customer service staff. Al & Ed’s President Gabi Mashal chimed in with a few tips of his own as the seminar winded down. Mashal said retail-
ers should monitor
Amazon.com and other online retailers to see when they offer discounts, and price their products accordingly. “If you know that, you’ll be able to make the margins,” he said. Perhaps controversially, Mashal advised that stores have a 32-inch or larger TV in the front to be able to show customers the cheapest online prices – and match them. “Your brand and your pricing is basically in your labor,” Mashal said.
38 Mobile Electronics September | October 2011
A group of KnowledgeFest attendees enjoys drinks at the Glass Cactus Night Club during Knowl- edgeFest Live! The event was sponsored by Sony Electronics, whose Director of Mobile Music Mike Kahn (far right) was instrumental behind bringing Sony artist Mickey Factz to perform.
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