The three major trade shows in the automotive aftermarket are held in November and December. They are the Specialty Equipment Market Association, or SEMA Show (the “Hot Rod Show” to us old timers), the AAPEX show and the Performance Racing Industry or PRI Show. These are mega events bringing buyers together with manufacturers, distributors and importers. SEMA features about 15 miles of display isles… expects 70,000 buyers and thousands of new products on display. PRI has over 1,200 exhibitors and expects over 40,000 attendees. Visit SEMA , AAPEX and PRI SHOW for more information. These are highly competitive productions that can be intimidating for unprepared exhibitors.
One of the biggest mistakes many exhibitors make is they do not have a comprehensive trade show game plan. This includes not only display preparation, but pre-show promotions, sales strategy and an after show sales sequence. Unfortunately many First-Time Exhibitors are the most ill-prepared, waste money, miss opportunities and therefore do not realize a significant return on their investment.
Developing a comprehensive trade show program is a multi-faceted endeavor. Planning starts five to six months before the event. A strategy needs to be established to address all aspects of preparation, pre-show promotion, implementation and after-show follow-up. While most marketers feel that they can set-up a booth to display to their products, they often overlook the many other aspects of trade show marketing and miss opportunities and do not receive the full benefit. How to get more buyers to your booth.
Outside objectivity of an experienced marketing professional is invaluable to trade show exhibitors and should be engaged in the early planning stages. As a veteran of over 50 years in the automotive aftermarket, Tom Smisek, Marketing Consultant, has designed and produced many trade show programs for exhibitors. He has created an affordable consultation session to assist exhibitors in the organization and utilization of the most effective elements of a successful trade show.
THE TRADESHOW TUNE-UP© is an exclusive two-hour session conducted at the marketers location with client management/staff. Tom personally meets with clients to review their plans and existing elements. An objective analysis/evaluation of the exhibitor’s ideas, booth design, product presentation, collateral materials and PR promotion is conveyed. Alternative creative concepts, ideas and options are presented. A marketing strategy to coordinate all components is outlined including sales incentive concepts and special show collateral.
PR, Pre-Show Promotions, Program Advertising are examined and an implementation plan laid out. There are proven methods to qualify buyers, follow-up on sales leads and engage long-term sales programs that will be covered. By the end of the session the marketer will have a better understanding of how to get the most out of a trade show. This session will assist the marketer in establishing guidelines for staff orientation, setting objectives and direction for dynamic product presentation. Contact: Tom Smisek CPC, 714-649-2528 www.smisek.com
SEMA is the registered trademark of the Specialty Equipment Market Association. Tom Smisek Advertising/Marketing Consultants is an independent contractor and not associated with SEMA.