Tricked Out for Hot Import Nights
Cardenas says cross-promoting is effective. "What is really great about the import scene is we [the mobile electronics industry] pretty much have the same type of consumer. But there are a lot of import enthusiasts with stock stereo systems. There are also a lot of car stereo enthusiasts who have spent a lot of money on their systems, but have not put any money into enhancing their vehicle's looks. It benefits everyone involved to cross-promote."
More traditional mobile electronics venues are taking a page from the Hot Import Nights formula for success. Lucette Nicoll, Managing Director for IASCA, states, "We are excited to be involved in some Hot Import Nights events and also have the import performance group share some of the limelight with IASCA. For example, we will be having an I.D.B.L. (IASCA dB League) event at the NOPI Nationals (probably the biggest one-weekend import event held in Atlanta every year). Also, at the IASCA Finals, we will have the Super Street Studio—a complete working photo shop that takes pictures of competitors' cars.
"Currently the studio is on tour with Hot Import Nights, but it will make a special stop in Charlotte for the IASCA World Finals. IASCA wants to continue to expose as many people to car audio as possible, and the import group is a great market."