ACtion Magazine - November/December 2011 - (Page 38)

Last Watch Elvis Hoffpauir L Tech, marketing and more Advertiser Index 1-800-Radiator & A/C................................2 ACDelco ..................................................13 Air Parts, Inc. ..........................................12 AirSept, Inc. ............................................36 Arizona Mobile Air Inc............................20 Behr-Hella ...............................................11 CSF ..........................................................19 DENSO ....................................................40 Direct TV .................................................30 Four Seasons ...........................................7 Global Parts Distributors.......................18 Johnson Manufacturing Company .......17 JustTheBestMarketing.com/action.......37 MACS Worldwide ................... 23,26,28-29 NAPA .......................................................35 Omega .......................................................5 Que ..........................................................33 RTI Technologies ..................................15 Santech ...................................................32 Trans/Air Mfg. .........................................10 TSI Inc./SuperCool ...................................3 TYC Genera.............................................39 Universal Air Conditioner ........................9 ast month I stressed the importance of marketing programs being offered at the 2012 MACS Convention in Las Vegas, Jan. 18–20. Societal changes and demographic shifts (not to mention new economic realities) make it ever more important to effectively connect with our customer base, and then provide the value they expect. The challenges of making those connections are more difficult today and the bar for customer satisfaction higher. A major key to meeting today’s higher standards for vehicle service and repair is technical knowledge, and that’s where the balance of the 2012 MACS Convention program is focused. There are expanded offerings from many of the industry’s top trainers for automotive, light truck, off-road and heavy duty vehicles. The full menu of training provides excellent choices each day for shop owners and technicians in all of the industry sectors. Our manager of service training, Paul DeGuiseppi, develops our convention technical programming with the philosophy of providing “everything you need and nothing you don’t.” There’s no fluff in our training. We focus on the “need to know” and not the “nice to know.” Everything is geared to help technicians in the trenches successfully address real-world service and repair challenges. Finally, because we are actively engaged in this sector and work hard to maintain key contacts throughout the industry, MACS training often contains information and perspectives you won’t get anywhere else. Choices of programming and relevant issues are informed by our technical advisor, Ward Atkinson, the undisputed Dean of Automotive Climate Control, and Paul Weissler, our chief technical correspondent who has forgotten more about mobile air conditioning than most people will ever learn. And last, but certainly not least, the rapport and level of communication we enjoy with our members also helps identify relevant programming. Recently a member in Texas raised a technical issue with us that was answered by another member in Florida. These sorts of information exchanges are frequently brokered by MACS, and absorbed into material for our various training venues and ultimately communicated to all of our members, often first in training provided at the convention. The benefits of convention participation don’t end in the training sessions, of course. Many long-time convention participants will tell you that their most valuable tip, insight, marketing idea or other asset came to them over a cup of coffee at a break, an informal breakfast or lunch, or during some other social event. The annual trade show is also a key benefit of attending the MACS convention. The value and opportunities presented by all of the industry’s leading manufacturers and suppliers being available in one room is inestimable. Using the best equipment, quality parts and having almost limitless options are other key attributes for a successful service and repair operation. Make your plans now to attend the 2012 MACS Convention, Jan. 18 – 20 at the Rio in Las Vegas, Nevada, and get the information you need to connect with your prospective customers, give them the standard of service that will keep them coming back (and sending their friends), and prepare your business to grow in the new year ❆ To request information from our advertisers visit www.macsw.org and click on the ACTION Reader Reply button. Elvis Hoffpauir, Editor -in-Chief You can reach Elvis at elvis@macsw.org 38 ACTION • November / December 2011 http://www.JustTheBestMarketing.com/action http://www.macsw.org

Table of Contents for the Digital Edition of ACtion Magazine - November/December 2011

ACtion Magazine - November/December 2011
Table of Contents
Outlook
Expansion Valve
Technically RELAY-ted
Under the Southern Cross
Leonard’s Law
News & Updates
Virtual View
Cooling Corner
Painting an Unclear Picture
2011 Phoenix Symposium: Some Answers, More Questions
MACS Trade Show Exhibitor List
Association News
Classified
Quick Check
New Products & Services
Last Watch

ACtion Magazine - November/December 2011