Radflo Suspension Technology was among a handful of Orange County car-equipment companies that were in Dubai last week for the Middle East Business Development Conference hosted by the Diamond Bar-based Specialty Equipment Market Association.
SEMA got $500,000 of government funds in 2011 to support U.S. specialty-equipment manufacturers and exporters. The effort is branded as the U.S. Commerce Department’s Market Development Cooperator Program, part of President Barack Obama’s National Export Initiative, which aims to see U.S. exports top $3 trillion by 2014. U.S. exports totaled about $2.2 trillion last year.
“It’s our second year going to this particular conference,” said Mike Crosby, head of sales and marketing for Fountain Valley-based Radflo, which makes shock absorbers and other racing accessories. “It’s a great opportunity for small businesses like ourselves to go to another market in a cost-effective manner. We do already have business in the [United Arab Emirates]. It’s one of our strongest markets.”
Other OC companies at the conference include Anaheim-based Coverking, which makes custom covers, sunshields and floor mats; McLeod Racing in Placentia, a manufacturer of clutches, hydraulic kits and other racing gear; and Irvine-based Prolong Super Lubricants Inc., a marketer of motor-oil additives.
Brand exposure is the primary benefit of participating in SEMA conferences, according to Crosby.
“We’re still a rather small brand, but to get phone calls and emails from all over the Middle East—the exposure is very, very good,” Crosby said. “At the conference, we get a one-on-one audience with wholesale customers. We’re signing new distributors.”
Kia’s Home Course
Kia Motors America Inc. employees recently got to spend a couple of hours on the golf course—and they didn’t even have to leave the office.
The automaker earlier this month invited pro golfers to its Irvine headquarters in a move to help promote the fourth annual Kia Classic golf tournament on the LPGA Tour, which starts Monday in Carlsbad.
Pros Ryann O’Toole, Lizette Salas and Danielle Kang spent about two hours at Kia, along with LPGA executives.
The office lobby was turned into a golf course, with a putting green and chipping station.
Seafood for Lenten Season
Irvine-based burger chain Habit Restaurants LLC is rolling out specials for Lent, the 40-day period before Easter, when Roman Catholics are instructed to refrain from eating meat on Fridays.
Its Habit Burger Grills recently introduced two versions of its grilled shrimp sandwiches for the spring season, in part to appeal to customers looking for seafood options during the countdown to Easter.
“Many of our customers are looking for non-meat options,” Vice President Mike Mirkil said. “We felt the shrimp sandwich was a unique offering that would appeal to a large number of people.”
The new sandwich is an addition to Habit’s existing seafood item—an albacore tuna sandwich—which the restaurant has promoted during the spring season in previous years.
Habit operates 73 locations in California, Arizona and Utah, with nine in OC.
Local restaurants are serving a barbeque-sauce version of the shrimp sandwich, while other locations are selling a teriyaki version.
“We are promoting two because we found when we tested this product that the two varieties both appealed to people,” Mirkil said.
DGWB Gets Yogurtland
DGWB Advertising and Communications in Santa Ana recently signed with Yogurtland Franchising Inc. as the frozen yogurt chain’s national ad agency of record.
Yogurtland, headquartered in Irvine, has more than 200 locations in the U.S. and abroad, with about “50 in the pipeline,” according to the company.
DGWB’s work for Yogurtland includes video and digital marketing, in-store merchandising and brand strategy.
The agency’s first campaign, dubbed Flavor Quest, launched earlier this month, featuring a smart-phone application, in-store materials and video. The clip highlights the global travels by Yogurtland’s “flavorologist” on a mission to find exotic ingredients.
Yogurtland has introduced 10 new flavors, and customers can use the mobile app to scan them and earn a free yogurt.
For Women Only
Hyatt Regency Irvine is involved in an effort to boost its appeal to female customers. The initiative, called the Women’s Experience, has the hotel focusing on “security, food, comfort and amenities” for female travelers.
The hotel has designated 50 guest rooms as women-specific, with a roster of amenities that includes lighted make-up mirrors, curling irons and yoga mats, as well as new menus for room service.
It’s one of about 500 Hyatts participating in the program, including three others in OC.
New CFO for Specific
Specific Media LLC in Irvine has hired finance veteran Larry Madden as chief financial officer to oversee accounting and taxes for the digital media company and its affiliates, which include Myspace, which it bought in 2011 for an undisclosed amount. Madden has worked as finance chief for various entertainment companies, including SFX Entertainment, which was sold to Clear Channel Communications Inc. for $4.4 billion in 2000.
