Here is the opportunity to have your voice heard! The Steering Committee of the 12-Volt Awareness Summit - comprised of key manufacturers and retailers from our industry - has designed the questionnaire that follows to gather as much honest, constructive and specific input from the most passionate and professional people in the mobile electronics industry.

Your truthful feedback is critical to help us create an accurate snapshot of our industry, its key problems and the most practical solutions. The compiled results of the survey will not only help shape the discussion at the Awareness Summit but drive the action plan coming out of our two days in Dallas. We will present a summary of the results on Day One, and provide a complete copy of the findings and conclusions to every Summit participant.

Help us begin to reignite the 12-Volt Industry! Take a few moments to complete the survey within the next seven days. Your responses will go to a landing page, and be aggregated with those of all respondents. But you may also choose to complete this survey anonymously.

Thanks for your support, and we'll see you in Dallas on July 16 and 17!

Participant Name:
Company Name:
Date:
THE STATE OF THE INDUSTRY:
Describe, in 25 words or less, what you believe is causing the dramatic decline in consumer awareness of the aftermarket mobile electronics market.
Describe, in 25 words or less, what you believe will be the biggest challenge(s) facing the aftermarket mobile electronics market in the next two years.
Do you feel the mobile electronics industry is headed in the wrong direction?		Yes No
How so (in 25 words or less)?
Do you feel the mobile electronics industry can be saved at all?		Yes No
DEALER ISSUES: This section focuses on mobile electronics DEALER issues. Please think in general terms about ALL dealers, not just the best and not just the worst. And Dealers, if you're honest enough to criticize yourself, you have our respect!
Which are the three most critical DEALER factors negatively affecting the mobile electronics business? (Select only three)		High price of gasoline Difficulty in factory integration Bad in-store consumer experience Lack of knowledge on the sales floor Lack of good installation skills Lack of innovative or differentiated products Transshipping Internet sales Declining dealer profitability Declining consumer interest Poor consumer floor traffic Big-box retailers taking business away Enhancement and promotion of OEM systems Lack of promotional activity Other (please specify):
What are the top FIVE things mobile electronics dealers can do to improve their business, their visibility and their attractiveness to customers? Rank each choice from most important (1) to least important (5). Don't give everything a (1), okay?		0 1 2 3 4 5 Pick a better selection of brands 0 1 2 3 4 5 Learn more about the products they sell 0 1 2 3 4 5 Improve upon the look of their stores 0 1 2 3 4 5 Treat their customers with more respect 0 1 2 3 4 5 Improve upon their installation skills 0 1 2 3 4 5 Merchandise their stores better 0 1 2 3 4 5 Diversify their businesses into other areas 0 1 2 3 4 5 Advertise better and more often 0 1 2 3 4 5 Other (please specify):
How would you characterize the ability of today's mobile electronics retailer to present the latest product technologies? Choose one:		They have a high degree of capability. They are somewhat knowledgeable and do a       reasonably good job. They don't have a good understanding and are       failing in some cases. They don't have a damn clue how to present       anything but price.  Comments:
How would you rate the ability of the mobile electronics retailer to professionally install product in today's automobiles? Choose one:		They have a high degree of capability and       creativity. They are somewhat knowledgeable and do a       reasonably good job. They don't know what takes to install but they       manage somehow. They have no ability at all and are consistently       turning away business.  Comments:
Who is your typical customer? Describe in 25 words or less, including both demographic composition and attitudinal factors.
Characterize their shopping experience (check all that apply):		They come into the store with a brand       preference or loyalty. They shop price. They've done research on web sites before       coming in. They've shopped the Big Box retailers first,       then come into your store. They're knowledgeable about the products        they want and need. They don't really know what they're looking       for. Other (please specify):
We asked the 12V Insiders Forum to list the basic standards by which dealers in the mobile electronics industry can THRIVE not just survive in today's tough business environment. Here is their input.
Select what you believe to be the top three "thrive" factors for dealers' businesses.		Promotion Service Knowledge Confidence Quality Attitude Image Location Commitment Organization Excitement Drive Ethics Integrity Professionalism Merchandising Motivation Vision
What's your reaction to their list (in 25 words or less)? Did they miss anything? Overemphasize anything? Ask the impossible?
MANUFACTURER ISSUES: Everyone has opinions here, so let's make an effort to be CONSTRUCTIVE in our criticism. That way, we can learn the most important areas of improvement.
Which are the three most critical MANUFACTURER factors negatively affecting the mobile electronics business? (Select only three)		Lack of innovative product Lack of training support Doing business with mass merchants Unresponsive to dealer needs Hiring bad reps Lack of relationship building Inability to control distribution via       transshipping Eroding dealer profitability Lack of advertising Low profile in the marketplace Outdated brand image Unrealistic business policies No problem-solving skills Questionable business ethics Other (please specify):
What are the top FIVE things mobile electronics MANUFACTURERS can do to improve their business, their visibility and their attractiveness to customers? Rank each choice from most important (1) to least important (5). Don't give everything a (1), okay?		0 1 2 3 4 5 Control your distribution better 0 1 2 3 4 5 Make more innovative products that consumers will rush to buy 0 1 2 3 4 5 Provide better training 0 1 2 3 4 5 Give dealers more profit margin 0 1 2 3 4 5 Provide better OEM integration solutions 0 1 2 3 4 5 Treat dealers with more respect 0 1 2 3 4 5 Provide more sales training and selling tools 0 1 2 3 4 5 Advertise to a wider range of customers 0 1 2 3 4 5 Improve upon your relationships with your dealers 0 1 2 3 4 5 Don't sell to big box retailers 0 1 2 3 4 5 Other (please specify):
How would you characterize the ability of mobile electronics MANUFACTURERS to compete with today's advanced technology products from the factory (OEM)? Choose one:		They have a high degree of capability       and I believe they will succeed. They are somewhat capable and will       deliver a few solutions. They are marginally capable and will       deliver poor solutions. They are totally incapable and       will retreat from the problem. They don't care because they're       in bed with OEM.
CONSUMER ISSUES: We'd like to know what is driving our customers to buy 250,000 iPods® EVERY DAY. But first, let's find out what their preferences are and how they apply (or don't apply) to our products and services). Dealers...help us out here.
Compared to three years ago, what percentage of your customers are repeat customers?		% 3 Years Ago % Today
Which are the top three reasons why customers have come back to your store? (Select only three)		Brand assortment Friendly, approachable attitude We're (almost) the only dealer in town. Our technical knowledge of product and       application Advertising and promotion The other dealer(s) in town cheated them. They are genuinely pleased with       our installation work. They get the best deals. Other (please specify):
THE AWARENESS CAMPAIGN: Put on your marketing hat and think about what would be the biggest, baddest consumer awareness campaign.
Here are some "tag-line" suggestions that were posted on the 12-Volt Insiders Forum in April. Rate each from best (1) to worst (5):		0 1 2 3 4 5 Take the Long Way Home 0 1 2 3 4 5 You Can Hear It, We Can Help 0 1 2 3 4 5 Friends Don't Let Friends Drive Stock 0 1 2 3 4 5 Car Audio: Experience It 0 1 2 3 4 5 Car Audio: Pure Enjoyment! 0 1 2 3 4 5 Your Tunes Are Our Business 0 1 2 3 4 5 Stock Sucks 0 1 2 3 4 5 Your Daily Vacation On Your Way To           Work 0 1 2 3 4 5 Want Goosebumps? 0 1 2 3 4 5 Love What You Drive...Again 0 1 2 3 4 5 Your Car - Make It Your Own 0 1 2 3 4 5 Because Your Car Could Be So Much           More 0 1 2 3 4 5 Life Is Good...But It Can Sound So Much           Better 0 1 2 3 4 5 Entertainment In Your Car At The Speed           Of Sound 0 1 2 3 4 5 Hear What You've Been Missing 0 1 2 3 4 5 When Was The Last Time You Took The           Long Way Home? 0 1 2 3 4 5 Don't Worry...We Can Help! 0 1 2 3 4 5 Listen To What We Can Do 0 1 2 3 4 5 Let Us Introduce You To Great Sound 0 1 2 3 4 5 When Having Your Car Stereo Sounding           "Good Enough" Just Isn't Good Enough 0 1 2 3 4 5 Entertainment On Wheels 0 1 2 3 4 5 We Don't Make Cars - We Make Them           Better 0 1 2 3 4 5 If Only Everything Else Sounded This           Good

THANK YOU FOR YOUR PARTICIPATION IN THIS QUESTIONNAIRE!