Product Knowledge Direct From the Source

SEMA News—October 2012

Product Knowledge Direct From the Source

SEMA Show Product Training Sessions Provide First-Hand Education

	Exhibitors are being invited to promote and demonstrate the technical applications of their products through product training sessions during the 2012 SEMA Show, providing attendees with a complete understanding of how their products can best be used and marketed.

Providing product training to retailers and installers helps them sell. Understanding what a product does allows the end user to take advantage of its full capabilities. The SEMA Show will help bring both concepts to fruition through a series of product training sessions that will be conducted by exhibitors, allowing a complete understanding of how products can best be installed, used and marketed.

Exhibitors are being invited to promote and demonstrate the technical applications of their products through product training sessions during the 2012 SEMA Show. The 30-minute sessions (with an additional 30 minutes set aside for room and demonstration preparations) are intended to allow exhibitors to show retailers or other potential customers how products are used. Each participating exhibitor will have access to an LCD projector for use with a laptop computer as well as a podium with a microphone, and exhibitors may also use their own demonstration equipment.

For instance, InstantAutoSite.com will explain how to use phone-call tracking to improve the return on investment for pay-per-click marketing, including topics such as creating multiple campaigns by product category, dividing campaigns into ad groups, guidelines for landing pages and using dynamic call tracking software on websites and landing pages.

Another exhibitor, Wagner Systems Inc. will present a session on the basics of powdercoating, which will cover application
equipment, powdercoating processes and troubleshooting problems on finished products. And Net Driven, an Internet marketing and website-solutions company, will offer a session on using online resources to grow an automotive business effectively and economically, including search-engine optimization, social media and search-engine marketing. Bartec USA, a leader in developing diagnostic tools for tire-pressure monitoring systems (TPMS), will use its session to showcase its full product line and explain how the tools function.

	Exhibitors are being invited to promote and demonstrate the technical applications of their products through product training sessions during the 2012 SEMA Show. The 30-minute sessions are intended to allow exhibitors to show retailers or other potential customers how products are used.

“TPMS is a pretty hot topic in the tire and wheel industry right now,” said Scot Holloway, CEO of Bartec, now in its seventh year as a SEMA Show exhibitor. “All vehicles from model year ’08 and beyond in the United States have to have TPMS. The challenge for the aftermarket is to be able to service those vehicles. At our product session, we will talk about TPMS in the context of the National Highway Traffic Safety Administration (NHTSA) requirement that the systems be operable when they leave a repair facility.”

Some of the Bartec tools connect through the onboard diagnostics port, Holloway said, and all of them work with the sensors inside each wheel that monitor pressure and temperature and report that back to the car’s system using a radio-frequency signal. The product training session will allow the company to use hands-on training as well as video to explain how its tools should be used.

The sessions will be held in the meeting rooms adjacent to the North Hall of the Las Vegas Convention Center, and exhibitors may apply to host a session until October 12, 2012. The cost is $125 per session, which is due with the session application. (An application must be completed for each session.) Exhibitors wishing to apply for a session may visit here.

The sessions are free to SEMA Show attendees, who may find further information and a list of currently scheduled sessions. Lists of sessions will also be included in the first issue of the 2012 SEMA Show Daily newspaper, which will be mailed to exhibitors and attendees in late September, and the SEMA Show Pocket Directory, which will be distributed at the SEMA Show.

Exhibitors who wish to receive further information may contact Susan Schwartz at meeting@SEMA.org or 702-216-5858.