The Detail Dialogue

In This Issue

President's Letter

Member Spotlight

IDA Award Winners

Committee Updates

New Members, Newly Certified Detailers December 2018

IDA at MTE 2019 Wrap-Up

IDA at SCWA 2019

The Importance of Setting Goals

Website Tips & Tricks

*The views and opinions expressed in the accompanying articles are those of the author(s) and do not necessarily reflect the official policy or position of the IDA.

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IDA Board of Directors

Jonathan Munsell
President

DJ Patterson, CD-SV
Vice President, Operators

Mike Phillips, CD-SV, RT
Vice President, Suppliers

Dan Baker, CD
Treasurer

Justin Labato, CD-SV, RT
Immediate Past President

Bob Eichelberg

Jim Goguen, CD-SV

Mark Johnson, CD-SV

Bob Myers, CD-SV, RT

Tom Palancia, CD-SV, RT

Jason Rose, CD-SV, RT

Rob Schruefer, CD-SV, RT

Sheryle Hazard, CAE - Executive Director 

Upcoming Events

IDA Certification Event - Phase I & II (CD-SV) presented by Majestic Solutions: Thursday, February 21 - Friday, February 22, 2019

IDA at SCWA 2019: Saturday, February 23 - Tuesday, February 26, 2019

IDA Certification Event - Phase I & II (CD-SV) presented by 3D Products Canada: Friday, March 22, 2019

See all event details on our calendar!

Start an IDA Chapter!

Are you interested in establishing an international Chapter of the IDA in your country or region?  Click here to learn how to form an IDA Chapter and discover all the benefits of doing so!

IDA Merchandise Store

Show your IDA pride wherever you go!  Order brand new IDA logo-wear and proudly represent your professional association at the shop, events and tradeshows, client meetings, and beyond!

By Jonathan Munsell, 2019 IDA President

Greetings to ALL!  I hope this finds you doing amazing in your life and business!

First, I would like to start by thanking Justin Labato again!  We had a fantastic 2018 with lots of great accomplishments under his leadership.  Thank you, Justin, I’m sure I’m going to need to lean on you a bit.  I appreciate all of your help!

I want to thank the entire Association, Board of Directors, Committee Chairs, Co-chairs, all those active on the committees, the IDA Central Office staff, and, of course, our Executive Director for allowing me this amazing opportunity to lead the association this year.

I had the chance to speak to a large group of you at our annual meeting.  It was an exciting evening, including an amazing awards ceremony, fantastic updates from all of our committees, as well as an incredible state of the industry from Keith Duplessie, a past President.

I talked a bit about the vision for 2019 and some of my goals and objectives.  I will continue to share some of the behind the scenes activities as we move forward.  (Read More)

Each month we feature a Member Spotlight.  This month we're talking with IDA Founder's Club Member Seth Glauberman, Executive Vice President of Malco Products, Inc. in Barberton, OH.

International Detailing Association (IDA): How did you get into the detailing industry?
Seth Glauberman (SG): Malco was started by my grandfather, Murray Glauberman, in 1953.  While I was in high school and college, I spent my summers detailing cars at the factory, my first introduction into the car care business.

IDA: Tell us about Malco Products, Inc.
SG: In 1953, my grandfather moved his family from Berkeley, California, to Barberton, Ohio, and founded Malco Products, Inc. in a small two-car garage, later welcoming his father and brother into the family business.  Most people do not know that Malco stands for Murray (my grandfather), Abe (my great-grandfather), and Lionel (my great-uncle) Company.  Murray was a chemist by trade and started blending cleaning products in the early 50’s.  The first product he developed was Malco® Leather and Plastic Cleaner, part number 1001.  It is still one of our best-selling products today.  We pride ourselves on producing innovative, high-quality products for the professional detailer.  (Read more)

On January 11, at Mobile Tech Expo in Orlando, FL, the IDA presented our annual awards to exemplary detailing professionals in the industry.  Congratulations to the winners, and thank you to everyone who participated this year!

Detailer of the Year Award: Joab Flores, CD-SV
“I never expected to get nominated, much less win.  There are so many good professional detailers in our industry that I am truly humbled by this award.  I want to thank the whole industry for their support, especially Renny & Diane Doyle and the whole Detail Mafia."

Detail Shop of the Year Award: Perfection Plus Auto Detailing, Shane Mayfield, CD-SV

Mobile Detailer of the Year Award: Kleen Car Wash, Pradeep Kumar
“This IDA Award is a great encouragement to me, and it shows we are heading in a right direction in the Detailing Business.  I am very happy and proud to share this award with our team and our customers.”

Detail Supplier of the Year Award: American Detailer Garage

Outstanding Service Award: Joe DiFiore, CD-SV
“Extra special thanks to my wife Robin, and to all the IDA visionaries from their humble grass roots beginnings to all the current members for being there for me.  You have raised me from my Phoenix and have given me hope to help create a better world for all detailers worldwide.”

For more information about the awards categories, eligibility, and past winners, please visit the IDA Awards page.

Marketing & Communications Committee

2018 was a busy year for the Marketing and Communications Committee, but that was just getting us ready for the goals ahead of us.  After our annual business meeting at Mobile Tech Expo, this committee set some rather large goals in order to make sure the IDA is known across the industry for professionals as well as consumers.  This upcoming year you can expect to see some great social media content on both Facebook and Instagram.  Our focus is to gain more interaction and engagement on both platforms with the goal of gaining 300 new members per month.  Content will include educational pieces, member spotlights, and current event announcements.

This year we will also be focusing a lot of energy on consumer awareness.  As our numbers continue growing, it is apparent that the industry knows who the IDA is.  Now it's time for consumers and dealerships to learn about our association.  We will be working on a section of the website specifically for consumers, as well as creating social media content aimed in the same direction.

As many business owners know, staying current on social media trends can be a very time-consuming challenge.  If you or anyone you know considers themselves a social media expert or great content creator, this committee needs your help.  Please visit the IDA website if you would like to join our committee and help us reach our goals.

Cheers to a successful 2019!

- Vincent Macri, CD-SV, MarComm Committee Chair

Membership Committee

Last quarter of 2018 the Membership Survey was tallied in October and new initiatives were underway in November.

The IDA print newsletter will give membership an inside look at what all our committees are working on as well as new projects to further increase membership value.  Organizational charts will provide our members with information describing our Board, committee members and chairs, as well as the IDA Central Office.

We kicked off 2019 at MTE as The Rag Company filmed and recorded footage for our New Member Orientation video.  This project was just another initiative that our committee acted upon after reviewing the Membership Survey.

Our committee’s number one initiative for 2019 as directed by the Membership Survey is business training and education for new member training resources with a focus on best business practices.

Consumer awareness will be our focus as the Membership Committee spearheads initiatives and the Marketing and Communications Committee, in many instances, drives these initiatives home.

Get active with your membership and become familiar with the new IDA website and the educational tools available.  When members get active with their membership — unlocking educational resources, networking, and participating — good things start to happen.

Sign up your employees for a $25 membership with full benefits!  Signing up your employees is a great benefit for training and education, above all you can now have an IDA Certified / Skills Validated shop with the new membership structure and reduced additional membership costs.

Love Your Detailer Day is February 15th!  Visit the IDA website and download the LYDD logo to post on Facebook, Instagram, and more!

- Joseph DiFiore, CD-SV, Membership Committee Chair

 Please welcome our new members!

• Quinn Barri, CD
  
• Gavriel Bechor, CD
  
• Adam Brigham
  
• Dang Khoa Bui
  
• Kyle Burnett, CD
  
• Chris Clark, CD-SV
  
• Maria Coello
  
• Jonathan Dumphreys
  
• Juan Escudero Jr, CD
  
• John Goodman, CD
  
• Deryl Gross Sr., CD
  
• Stefan Hadley
  
• Shawn Hance, CD
  
• Raymond Harrison
  
• Ben Haseley
  
• Nathan Iverson
  
• Jorge Jimenez, CD
  
• Andrew Krzeczkowski, CD
  
• Bryson Kurokawa
  
• Patrice Le Lann
  
• Drew Leatherman, CD
  
• Chris Lee, CD
  
• Brent Luke
  
• Matthew Martino
  
• Andrew McNamara
  
• Sean Ryan
  
• George Sadler
  
• Davante Sashington
  
• Ryan Siler
  
• Dan Smith
  
• Joanna Smith, CD
  
• Karissa Smith
  
• Richard Sousa
  
• Daniel Spellacy
  
• Edward Torres
  
• Alexandre Vieira
  
• Robert Warren, CD
  
• AJ Zurzolo
  

Congratulations to our newest Certified Detailers!

• Abigail Adewumi, CD - Eko Autodetailing LTD
  
• Chris Clark, CD-SV - Clark's Coating & Fine Finishes
  
• Manuel Fawcett, CD - Phoenix Detailing
  
• Jamie Gonzales, CD - JNG Auto Reconditioning
  
• Deryl Gross Sr., CD - PC Enterprises
  
• Oscar Hernandez, CD - Eight O Five Detail Shop
  
• Jorge Jimenez, CD - PC Enterprises
  
• Drew Leatherman, CD - Drew's Detailing LLC
  
• Chris Lee, CD - McMinnville Auto Detail
  
• Paul Odom, CD-SV - The Ceramic Pros
  
• Joanna Smith, CD - Pro Auto Spa
  
• Ryan Smith, CD-SV - Pro Auto Spa
  
• Eldis Vazquez, CD - Like Brand New Car Detail
  
• Robert Warren, CD - PC Enterprises
  
• Daniel Whitelock, CD - Deluxe Detail

For more information on any of our new members or for a full listing of our membership, please visit the-ida.com. 

By Prentice St. Clair, CD-SV, RT
IDA Tradeshow & Education Committee Chair

The 18th annual Mobile Tech Auto Recon Expo (MTE) took place January 10-12 in Orlando, Florida at the Orange County Convention Center.  The Convention is the preeminent annual event for the International Detailing Association (IDA) and its members.

MTE continues to be a whirlwind of activity that includes numerous educational opportunities, certification events, plenty of vendor booths to visit, old friends to catch up with and new friends to meet, and dozens of formal and informal meetings.

There were at least 130 exhibitors — many more than last year — of numerous automotive detailing and reconditioning supplies. “Education Day” was returned to Thursday this year.  It featured well over 50 seminars from industry leaders on virtually every aspect of automotive reconditioning techniques, tools, and business management.  The keynote address was offered this year by television personality Dennis Gage, who produces and hosts the 21-season My Classic Cars with Dennis Gage.

The IDA at MTE

Thanks in part to the numerous and generous IDA member sponsors, as well as the countless hours of IDA Board members, committee chairs, and members, Mobile Tech Expo was once again a success for our Association, its members, and detailers in general.  (Read More)

Southwest Carwash Association (SCWA) Convention & Expo, February 24-26, 2019, Arlington, TX

We will once again have a booth and educational seminars at the Southwest Car Wash Association's Annual Convention and Expo, being held February 24-26, 2019 at the Arlington Convention Center in Arlington, Texas. 

Our SCWA activities will kick off with an IDA Meet & Greet on Saturday, February 23 (the day before the convention opens) and will continue on Monday with a break-out session, presented by IDA Recognized Trainers Bob Phillips, Prentice St. Clair, and Keith Duplessie.  On Tuesday, several IDA members will present on topics including young entrepreneurs, carpet cleaning, and creating detailing menus.  New this year: a "Quick Talk" session, focused on the importance of creating standard operating procedures for a successful business. 

Click here for a full schedule of IDA events at SCWA.

By Vincent Macri, CD-SV
Wrap N Shine Auto Spa

Being just a few short weeks past New Year’s Day, I’m sure we have recently heard “New year, new me”, “My resolutions are…”, and other cliché phrases many people use to announce their upcoming goals for the year.  It doesn’t take long before the diets fade, the gyms empty, books get put down, and goals all over the place are forgotten and dropped.

Is this because goals are unimportant?  Does setting them actually work?  Well, that depends on how you set them and, more importantly, the mindset behind them.  I have put together a list of tips to proper goal setting and why it is important to success.

Set Short Term and Long Term Goals: Life is a marathon, not a sprint.  Setting short term goals will help us set our pace to reach our long term goals.  While there is no exact time frame, I normally refer to things I want to accomplish in under one year as short term and anything over as long term.  Knowing what our long term goals or “bigger picture” may be, we are able to set short term goals that will help get us to the end.  (Read more)

Curious about our Code of Ethics?  Lost when it comes to logo use?  Puzzled about patch placement?  Find all of this information – and much more – in the new IDA Branding Standards Guide, now available!

These guidelines have been put together to help make sure you, our members and Certified Detailers, are always putting your best face forward when it comes to the IDA.  We have outlined everything from correct IDA logo usage to official IDA colors to our social media policy.  We even explain the proper way to list your IDA Certifications after your name.

Consider this your one-stop shop for all things related to IDA Branding!

Click here to view and download the guide today!

If you haven't yet done so, we encourage you to login to the new site, update your member profile, and begin exploring!

Please contact info@the-ida.com if you have specific questions about any of the new website features.