Detailers Roadmap Cruise Control
Welcome to Detailers Roadmap Cruise Control...helping you navigate the roadways of life, business, and everything in between!
Kevin Davis is the Director of Revenue Development and Strategic Partnerships at Detailers Roadmap, as well as running four of his own companies across 12 brands.
With Cruise Control, Kevin talks to a wide variety of people across many areas of life, business, health, and more!
Join us for this awesome journey!
Detailers Roadmap Cruise Control
Episode 98 - Kicker, Kindness & Kickass Culture: A Blueprint for Small Business - Roger Demaree
In this laid-back but powerful episode of Cruise Control, Kevin Davis sits down with Roger Demaree, longtime marketing director at Kicker, to unpack the brand's journey from a garage in Stillwater, Oklahoma, to global car audio icon. Roger shares hilarious stories (yes, Sir Mix-a-Lot included), valuable lessons in faith-driven leadership, and golden insights for small business owners on staying ahead of trends, building loyalty, and fostering meaningful relationships—both in business and in life. Whether you run a detail shop or just love loud music and good people, this episode has something for you.
KEY TAKEAWAYS:
- Build on Relationships, Not Transactions
Roger highlights how real success comes from caring about people first—not what they can offer you. - Integrity Wins in the Long Run
Kicker air-freighted $600K worth of amps at a loss during COVID to keep dealers afloat. Why? Because it was the right thing to do. - From “Ass-Kicker” to “Kicker”
The brand name was born from a customer saying the bass felt like it “kicked him in the ass.” (Yep, really.) - Marketing Without Contracts
Roger shares that almost all of his brand ambassador and influencer relationships are handshake deals—built on trust. - Customer Experience Is the Product
The real product isn’t just sound—it’s the feeling customers get when their music hits right. - Culture Is Everything
Kicker has 200 employees, and Roger (22 years in) is only #51 in seniority. That's a culture built on loyalty. - Networking: The Secret Superpower
Roger's legendary stories of meeting Guy Fieri, Billy Gibbons, Aaron Hagar, and Sir Mix-a-Lot all stem from genuine connection—not chasing clout. - Stay Ahead or Become Kodak
Kicker avoided the fate of companies like Kodak by not getting into head units and instead pivoting into OEM integration and vehicle-specific solutions. - Support Doesn’t End After the Sale
A customer who bought outdated subs on eBay still got a discount and support from Kicker—just because he was a fan. - Small Business? Act Big by Thinking Smart
Whether it’s faith, fairness, or feedback—small shops can adopt these same guiding principles to win big in any market.
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