News | Specialty Equipment Market Association (SEMA)

Tue, 07/01/2025 - 11:52

By Michael Imlay

Now's the Time to Build Your Plan for Growth at the Industry's Preeminent Trade Event

Economic fluctuations, supply-chain realignments, changing buyer habits—at times the market can feel like a confusing swirl of crosscurrents. For specialty-automotive manufacturers and suppliers, however, one steady constant remains: the annual SEMA Show, where the industry comes to do business.

"For businesses navigating a rapidly changing market, the SEMA Show offers more than inspiration; it offers stability and an unmatched environment to future-proof your business," says SEMA Vice President of Events Tom Gattuso. "In times of uncertainty, SEMA delivers clarity, confidence and opportunity, fueling connections that matter and growth that lasts."

In other words, if you're already a registered exhibitor for the 2025 SEMA Show, set to return to Las Vegas this November 4–7, you've made perhaps the single best investment for growth that a business can make, no matter the market. And if your company hasn't yet signed on to exhibit, there's still time to do so at semashow.com/exhibitor.

A UNIQUE VALUE PROPOSITION

An exhibitor speaking with a SEMA Show attendee in a booth.

No matter the economic climate, exhibiting at the SEMA Show is perhaps the single best investment a company can make for gaining exposure, finding new buyers and growing business.

Having committed to the event, now is also the time to hone your Show plan to maximize ROI. According to SEMA Show Director Andy Tompkins, it all starts with recognizing and leveraging the Show's unique value proposition.

"There may be some external factors we're all concerned about right this moment, but the competitive landscape still exists—and you can seize a competitive edge when you demonstrate that you have new and innovative products at the SEMA Show. Our attendee surveys continue to find that discovering new products is top of mind for buyers and media alike," he says.

In addition, Tompkins believes the SEMA Show offers exhibitors unique opportunities to explore the industry's latest trends, introduce and brainstorm new product lines, grab industry and media attention, forge new relationships and future-proof their businesses.

Moreover, Gattuso notes that industry-wide enthusiasm for the Show plays to an exhibitor's advantage. "It just keeps growing," he says. "This year, we'll be building on the momentum of 2024, which saw the largest SEMA Show we've ever had with more than 2,000 exhibitors in an event covering more than a million square feet at the Las Vegas Convention Center. But the Show isn't just big—it's the best-qualified audience in the world for specialty-equipment brands."

"It's definitely a pure, qualified audience," agrees Tompkins. "Our 160,000-plus attendees are enthusiasts, influencers and decision-makers all rolled into one—everyone at the Show is dialed into the energy and passion on display throughout the week. As an exhibitor, you put your brand in front of an incredible amount of buying power that can propel you forward in the automotive space."

A FIRST-TIMER FINDS SUCCESS

An overhead shot of a crowd gathering around a vehicle reveal at the SEMA Show.

Booth vehicles and unveilings draw crowds and create media opportunities that can generate content that lives far beyond the Show.

Tyler Green, founder and CEO of Cache Inc., can attest to the Show's power firsthand. Headquartered in Sandy, Utah, his homegrown company is the developer of the Basecamp System, a modular tailgate system for trucks. Easily fitted to a tailgate, the padded unit acts as a secure carrying hub for bikes, chairs, coolers and other gear. Last year, Cache became a first-time exhibitor—yet admittedly with some trepidation.

"After seven years in business, we knew that the SEMA Show could be a great opportunity to grow our OEM business through new automotive partnerships," says Green. "But it was quite the internal debate whether 'SEMA would be worth it' for our company."

Ultimately, the Cache team decided that landing just one new partnership would validate the time and money spent on the Show, so they made that their official goal. The strategy paid off.

"The response was amazing," Green relates. "With no preconceived expectations and surrounded by the large brands we continually look up to, we were shocked by the amazing traffic we produced with our team's DIY setup. Within a few hours the first day, we were approached by almost every auto manufacturer's accessory buyer and their teams. I'm proud to say we now will be launching four-plus new OEM partnerships that are set to go live in the coming months."

Based on Cache's success in 2024, Green strongly encourages first-time exhibitors to come up with at least one objective for the Show, then "sculpt" a plan around that objective to reach their key performance indicator (KPI). Additionally, don't underestimate the tremendous impact that an interactive, professional-looking booth can have on buyers and customers.

"This doesn't mean you have to go spend thousands on professionals," he explains. "But dedicate time and resources to building out a booth that is welcoming, have product information [ready] and be prepared with business cards galore. Lots of opportunities will come up that lead to other doors you wouldn't know were possible."

Green's ultimate piece of advice? "Begin reaching out to those you want to speak with months ahead of the Show—we learned that the hard way!"

From Tompkins' perspective, Cache is a prime example of an exhibitor smartly leveraging the Show. The brand set a clear, attainable goal for return on investment; next it developed and properly executed a Show strategy tailored to that goal; and then, post-event, the brand diligently followed up on leads.

"This is the proven advice we regularly give all our exhibitors," emphasizes Tompkins. "It may sound simple, but time and again, it works for all types of exhibitors, regardless of their size or what they hope to get from the Show."

Of course, SEMA Show planners realize exhibitors arrive in Las Vegas with a wide range of goals. Some mainly seek distributors or leads. Others aim to make a splash with a single new product, service or innovation. Larger businesses might have several items to showcase. Still others—especially legacy companies—focus more on strengthening their brand, attracting media coverage and connecting with content creators. Consequently, the Show has developed key features to deliver on all these fronts.

"Regardless of where you are in your company's lifecycle, there's no other place that can match everything our Show can do to take your business to the next level," asserts Gattuso. "Whether you want to fill a pipeline or raise your profile, this Show meets you where you are and provides you with the essential avenues for growth."

TOP TIPS FOR SUCCESS

Two cars drifting outside the front of the SEMA Show.

Outdoor activations present opportunities to see products put through their paces. Aligning your brand with these and other vehicular displays also grabs attention.

Whatever a brand's specific objectives, Gattuso and Tompkins say that the most successful exhibitor strategies will typically include the following:

• Taking full advantage of the SEMA Show New Products Showcase (see sidebar p. 29), a top attendee destination. In fact, buyers and media routinely build their day-to-day Show itineraries around the innovations they encounter at this Show feature, so having one or more products in the Showcase significantly boosts your chances of making their destination lists.

• Designing an interactive booth. Think carefully about what you can reasonably showcase in the space you have to grab attention. Perhaps it's your most eye-catching product or a top seller. Maybe it's several. Either way, match staffing, signage, collateral and furnishings to your needs while considering visitor engagement and traffic flow. Live demos and/or immersive media are popular ways to draw in passersby, and even a simple video loop can spark conversations. (Bonus hint: Many successful exhibitors say they mock up a booth at their headquarters and practice their Show pitches months ahead of time.)

• Alerting partners and potential new customers well in advance of the Show. Share what you'll introduce there and/or any booth promotions, presentations and activities. While you're at it, inform the media by uploading a press release to the SEMA Show media site (semashow.com/press-release). An explicit invitation to attendees can go a long way toward drawing visitors to your exhibit.

• Considering a booth vehicle. Attendees are enthusiasts at heart and naturally gravitate to exciting builds. If a vehicle of your own is out of reach, consider supplying product to one or more of the Show's hundreds of feature vehicles. (QR codes at feature builds lead attendees to exhibitors on the Show floor.)

• Scheduling time for Show networking events, educational seminars and activations. For an industry manufacturer or service provider, these Show features can be valuable in trendspotting, surveying what the competition is up to, staff training and enrichment, and exchanging fresh ideas and insights for growth with peers.

• Regularly consulting the Exhibitor Services Manual (ESM). The ESM contains detailed answers to virtually every question that can arise about exhibiting, deadlines, policies and procedures––making it an essential tool for success and cost savings. Access it online at exhibitor.semashow.com.

EVOLVING WITH THE MARKET

A timelapse photo of a crowded aisle on the SEMA Show floor.

The SEMA Show's 160,000-plus attendees are enthusiasts, influencers and decision-makers all rolled into one-making them a qualified, ready audience for whatever your brand has to offer.

Along with the above "traditional" Show strategies, exhibitors will want to keep in mind the changing nature of trade shows in general, and the SEMA Show specifically. In today's trade-event landscape, attendees are often younger, more connected and more interaction-oriented than ever before. That shift is fueling a wave of innovation in how the SEMA Show engages and entertains Showgoers, simultaneously bringing new opportunities for exhibitors to excite attendees and market to a wider audience.

"From live builds in SEMA Central to experiential features and drifting exhibitions, this isn't your father's trade show," Gattuso quips. "Younger attendees don't want a B2B-only model. They want involvement, and we're increasingly bringing that to them through interactive experiences, SEMA Live, SEMA Show Friday––Open to the Public and other features."

"This interactivity is a vital business opportunity," adds Tompkins. "And it's pulling in a new class of storytellers and content creators who can extend your reach beyond your booth if you know how to tap into them and speak with an authentic voice."

A growing number of companies are learning to do just that, seeing the Show as a one-of-a-kind opportunity to generate both real-world buzz and digital impact around their booth activities. Many now time their product launches or vehicle unveilings for the Show, capitalizing on the massive reach the event delivers through social and traditional media. Content-creator (AKA "influencer") collaborations have also become a regular aspect of SEMA, along with brands doing their own live streams and sharing of announcements, reels, clips and photos on social media.

"If you do it right, content gets created for you exponentially," observes Tompkins. "But whether you produce it yourself or let the Show do it for you, there's no better place to gather a year's worth of media assets."

"It's easy to think that digital campaigns are enough––and yes, you can invest in a paid media campaign with impressive reach––but it won't get you this audience," adds Gattuso. "SEMA attendees aren't passive scrollers. They're industry buyers, builders, creators and business owners who live and breathe automotive culture and eagerly share it online."

In other words, the SEMA Show remains a trade event where every exhibitor can easily stand out and grow their business. As Tompkins sums up, "The Show is a community that reflects the many facets and businesses of the aftermarket––including yours. If you come with well-set goals and a clear game plan for meeting them, people will find you, and all will fall into place. And why wouldn't you want to be a part of that?"

Packaging is More Important Than Ever to Delivering Your Brand Concept––Are You Keeping Up?

We'll be honest—packaging is not a topic of conversation that'll fire up most people within the aftermarket automotive industry. Collectively, our conversations revolve around the cars, parts, performance and innovations that drive this industry forward.

Nevertheless, disregarding its importance to a product's ultimate success is a perilous gamble. In fact, product packaging can be a key difference maker between success and failure in a retail environment.

"Packaging is the first intimate contact that the end-user has with your product," said Jarrett Wolf, senior product manager at Gearwrench. "Many times that packaging is the cause of a make-or-break purchasing decision, especially in a retail presence. If [companies] don't make that investment, many times the customer is going to walk right past that product because it didn't inspire them."

Packaging oversight is an issue that can affect any business within our industry, but especially those with limited resources and bandwidth. In today's competitive marketplace, business owners need to invest in quality packaging that serves a dual role—protecting the product and promoting the brand.

"We spend so much money on innovation and what differentiates the product," said Wolf. "However, that packaging needs to make it crystal clear to the end user that this [product] is something they need."

To better understand how packaging can improve sales and grow a brand, we talked to various sources to get their advice on optimizing package messaging, fundamental mistakes to avoid, and whether those influencer unboxing videos will grow your brand.

PACKAGING FUNDAMENTALS

A designer working on plans for new packaging.

In today's marketplace, investing in well-designed packaging that both protects product and promotes branding can significantly boost sales. Courtesy of Zenpack.

The most important rule of packaging is simple—protect the product.

"The number-one thing is that you can have the best-looking packaging and it looks perfect on your desk, but you should always, always, always test for shipability," said Wolf.

Designing flashy packaging that looks impressive and clearly explains the product's benefits is great, but not if that box is in tatters by the time it reaches its final destination.

"You've over-engineered it for looks and put every single piece of marketing copy you can on it, but you didn't think about how it was going to transition through the hands of FedEx or UPS or across the ocean," said Wolf. "The moment you forget that it's not just going to be you touching it, you're in danger."

This is especially true in the aftermarket automotive industry, where companies are often shipping heavy and oversized products. Delivering a broken product is a great way to receive a negative review online, so package durability needs to be priority number one.

"Shipping heavy parts in a robust and well-engineered package, with proper package filler to keep the product secure and safe in transit is important, and can make or break the consumer's experience," said Luke Walsh, account director at Kahn Media.

Designing a high-end package may look great on the computer screen, but it won't matter if the materials exceed your budget. In fact, it's best to avoid designing a package prior to sourcing the materials and understanding the cost.

"We get a lot of calls from customers who call us and say, 'I have a design ready, but it ends up to be X amount for one unit and I can't afford it,'" said Robin Tan, managing partner at Zenpack, an award-winning packaging design company based in San Jose, California. "That happens all the time, and then they have to go back to the drawing board. It's a time and money suck."

To help their clients avoid that outcome, Tan's team specializes in working with brands to both develop the packaging design and execute the manufacturing. "We identify the open box experience to meet the target audience need and then provide a material spec to meet customers' target cost."

For companies looking to handle packaging themselves, structural integrity should be the initial focus. Once the product is secure, Wolf suggests shifting focus to communicating with the customer.

"Once you are guaranteed that your product is going to arrive in perfect condition to the end user, your number-two [focus] is how you can leverage as much of the space on that packaging to tell your best story possible."

TELLING THE STORY

A warehouse facility with packages on a conveyor belt.

Business owners should not overlook the marketing potential of packaging.

Packaging is more than just a vessel for a product, it's an opportunity to convert customer interest into a sale.

"Packaging is how we put our best foot forward with our product," said Wolf. "We want it to scream to the customer all the features and benefits of what makes the product inside that box so great and why it deserves a coveted spot in that end user's toolbox."

While traditionally focused on mechanic's hand tools, Gearwrench recently decided to introduce a new product line of diagnostic tools. Wolf explained their goal was to offer an affordable but versatile product—the Professional Bi-Directional Diagnostic Scan Tool—that appealed to both experienced automotive technicians and casual enthusiasts.

Packaging would play a major role in introducing the product to the market.

"We challenged ourselves to look at it differently than any other package we had done before," said Wolf. "We created this packaging structure as if it was a storybook. It had a magnetic front to it, so when [customers] opened it, there was more information inside the front cover page of that package to tell them about the features and benefits of that product."

In fact, the innovative design earned the Gearwrench team a runner-up award for Packaging Design at the 2024 SEMA Show New Product Awards.

"We have people in our packaging department and people on our product team that come from various disciplines and different product backgrounds," said Wolf. "All those disciplines coming together is what really helped the diversity of thought and helped put these packages together."

On the other end of the spectrum, a small business usually won't have the resources to invest significant time and capital into designing innovative packages. However, business owners should not overlook the marketing potential of packaging.

"If I'm already going to spend a dollar on this box, let's spend another 10 or 15 cents to give this box a marketing value to communicate to their target audience when they receive the box," said Tan. "That 10 or 15 cents is cheap compared to the marketing dollar they will be spending to promote their company."

Ultimately, packaging is a golden opportunity to communicate with the customer—to tell your brand story and convince them to invest in your product.

"We just need to help [customers] understand the journey of what these tools really do," said Wolf. "Because if it's just sitting there hanging on a hang tag without walking them through what all these tools can do, the customer just isn't going to get it."

EASY TO UNDERSTAND

An open box containing a Centerforce clutch kit.

When it comes to the unboxing experience, details matter. Centerforce bolts its clutch kits together, using molded foam inserts to keep them safe, secure and appealing in their packaging. Courtesy of Centerforce Clutches.

In a retail environment, the best tool doesn't always make it into the cart. Eye-catching packaging with concise, clear messaging is the best bet to sell well.

"You have literally less than five seconds, especially in a store aisle, to grab someone's attention if they're not looking for something," said Wolf.

As a collective industry, packaging was an afterthought for many years. However, companies can no longer afford to cede ground in the race for customer's attention.

"Ten years ago, many products were packed in simple poly bags with a UPC code on it," said Wolf. "As an industry, I think it's definitely gotten a lot better. There's still room for improvement, but I think if you go look at a planogram at a lot of these retailers, it's much easier to shop than where we were 10 years ago."

Gearwrench uses focus groups to test consumer reaction to packaging ideas, but for smaller companies without as many resources, Wolf suggested a simpler testing strategy.

"If you don't have brand guidelines, packaging engineers or time to bring in a ton of focus groups, don't worry about it. Get out in the field and talk to a couple of users. The voice of the customer is very important. Put the product in a customer's hand and talk to them but look at their facial expressions."

He added that interacting with customers allows you to gauge whether they're truly interested in the product, or just saying they're interested. "I've seen many times in meetings where groupthink rules the day, and you start leaving behind what the user really means."

Instead, he suggests developing a product that solves a customer's needs and an accompanying package that clearly communicates your message. Everything else will just get in the way.

"It's the moment that you start adding innovation for innovation's sake or packaging for packaging's sake, and don't do it for what matters to the user, that you're going to have a dud on your hands."

Designing packaging that delivers a simple message that resonates with consumers is easier said than done. Lines of multilingual text may seem important to explain all the product's features, but too much text can obscure your message.

"Sometimes iconography is really your best way to go forward," said Wolf. "I think the phrase, 'a picture says a thousand words' really rings true in packaging."

For example, Gearwrench used this approach on the diagnostic tool packaging to clearly communicate the ease of use for that product.

"There are three icons that go down the spine of the package that show it's as easy as downloading the app, pairing the device with your phone, and plugging it into the car and you're ready to go."

In fact, Wolf has a term for this simplicity. "We call it 'grandma-speak.' How would you explain this product to someone, who had absolutely no idea what it was, from the package without talking to them."

THE FINAL PRESENTATION

A Gearwrench package sitting on a tool box.

Good packaging is about effectively communicating with the customer. With the importance of social media and product reviews, companies also need to consider how a product will be presented in an unboxing video from an influencer.

"Unboxing videos have become more and more important in our space," said Wolf. "But if you would have asked me 10 years ago, I would have said unboxing videos are not that important."

From a marketing agency perspective, Walsh agreed that unboxing videos are growing in importance. Especially in the e-commerce space, where customers are looking for validation before purchasing a product.

"With so many purchases being made online, unboxing videos are a fantastic tool," said Walsh. "They're a great way for consumers to get a virtual demo and better understanding of what to expect, before actually having the [product] in-hand."

Walsh explained that while influencer videos are valuable for their third-party validation, companies don't have to rely on social-media stars to produce unboxing videos. This content can be produced from a variety of sources, including in-house.

"Whether it's owned content produced by the manufacturer or content created by influencers or other consumers, unboxing videos can help build trust with prospective customers and help them make a more informed decision from the comfort of their own homes."

From his viewpoint, Walsh pointed to Centerforce Clutches as a great example. "Centerforce Clutches stands out as a company that has done a great job packaging and presenting its product. The clutch kit is bolted together inside the box and has molded foam inserts keeping it safe and secure."

For companies with tighter budgets, Tan suggests enhancing their open-box experience with small touches that customers will appreciate.

"On the outside is a very simple brown box," said Tan. "But when you open it, you can laminate a nice piece of paper onto the corrugated cardboard to present the branding color, brand voice and what you are trying to tell your client. Even a CEO message, for example, 'Thank you for contributing to this community and purchasing this product.' I think that little touch matters; to certain communities that weighs a lot."

No matter the size of your company or the products you make, the days of barebones packaging are over. Customer attention and loyalty is hard to attain, but Wolf believes packaging is key for making that valuable connection.