By SEMA Editors

	The all-new ’16 Honda HR-V crossover is available for 2015 SEMA Show project vehicle proposals.

The ’16 HR-V crossover is an all-new Honda vehicle that blends the styling of a coupe and the space and utility of an SUV in one sporty, versatile multi-dimensional vehicle. The HR-V enters the fast-growing crossover market with dynamic exterior styling, performance, fuel efficiency and a spacious and versatile cabin.

Power comes from a 1.8L SOHC 16-valve 4-cylinder engine with an i-VTEC valvetrain, producing a peak 141 hp at 6,500 rpm and 127 lb.-ft. of torque at 4,300 rpm. The engine is mated to a continuously variable transmission (CVT) or a 6-speed manual transmission (LX and EX FWD only). This engine is shared with the highest-volume trims of the ’15 Civic.

The HR-V is available with front-wheel drive (CVT or MT) or with Honda's Real Time AWD with Intelligent Control System (CVT only) as also used on the CR-V.

Proposal Submission Deadline: June 19, 2015
Award Recipient Notification Date: by July 10, 2015
Vehicle Delivery: Late-July/Mid-August 2015

Project Vehicle Program Goals

Honda wants to communicate and amplify the strengths of the HR-V as the right-sized, fun and active vehicle for the next generation of car buyers through project vehicle builds culminating in a display at the 2015 SEMA Show in Las Vegas.

Approved projects will honor Honda logo usage restrictions. Themes that support some or all of the stock ’16 HR-V’s strengths are encouraged, with uniqueness, style and ambition earning extra consideration.

Offer and Benefits

• Giveaway of a ’16 Honda HR-V EX or EX-L Navi (please specify in proposal) to create and promote accessories and/or vendor capabilities. Value of giveaway vehicle will be less than $27,000.

• Display of the modified HR-V in the official Honda display at the 2015 SEMA Show in Las Vegas.

• Potential display of the modified HR-V at major auto shows around the country and Honda promotional events.

• Potential media coverage of the modified HR-V, and therefore the vendor name from the SEMA Show and through other media outreach.

• Inclusion in the SEMA Show press release from Honda with accompanying vehicle images disseminated to media and posted on Honda’s media website.

Requirements

Proposal:

Honda requests that detailed project proposals be submitted to hondaevents@hna.honda.com before June 19, 2015. Include details in the categories listed below:

• Vehicle Theme: Describe very clearly your overall build theme, target audience, etc.

• Proposed vehicle modifications.

• New products potentially being developed for the HR-V through the project.

• Promotional, media and social media outreach plan prior to and beyond the SEMA Show (i.e. tour of events, specific magazine feature articles, online promotion, etc.)

• Examples of previous project vehicles and promotional activities by the applicant.

• Plans to integrate Honda Genuine Accessories for the HR-V, which will be available at no charge to vehicle recipients.

• Detailed renderings of the proposed vehicle in .jpg format.

Customizer:

Aftermarket companies requesting vehicles should have these capabilities:

• Financially and technically capable of building a one-off show car without financial or parts support from American Honda Motor Co. Inc.

• Willing to partner with other non-competing aftermarket companies or enthusiast publications to enhance the vehicle project.

• History of active promotion of vehicle projects with an established marketing plan.

Project vehicle recipients must:

• Commit to make the vehicle available to Honda or its dealers, if requested, for additional shows and exhibits for a minimum of two years from the initial delivery date.

• Commit to feature the vehicle with the Honda and model logos intact and visible.

• Commit to provide regular reports to Honda Public Relations regarding media coverage and event activity for the project vehicle for a minimum of two years from the initial delivery date.

• Commit to have the completed vehicle available for photography in Torrance, California, by Monday, October 26, 2015.

• Pay applicable federal and state gift taxes on the value of the giveaway vehicle. Value of vehicle will not exceed $27,000.

To obtain digital images of the vehicle for your rendering, submit a request to hondaevents@hna.honda.com. These images or renderings based upon them may not be used for any outside promotion. Full details about and viewable photos of the ’16 Honda HR-V are available at www.hondanews.com.

By SEMA Editors

	The all-new ’16 Honda HR-V crossover is available for 2015 SEMA Show project vehicle proposals.

The ’16 HR-V crossover is an all-new Honda vehicle that blends the styling of a coupe and the space and utility of an SUV in one sporty, versatile multi-dimensional vehicle. The HR-V enters the fast-growing crossover market with dynamic exterior styling, performance, fuel efficiency and a spacious and versatile cabin.

Power comes from a 1.8L SOHC 16-valve 4-cylinder engine with an i-VTEC valvetrain, producing a peak 141 hp at 6,500 rpm and 127 lb.-ft. of torque at 4,300 rpm. The engine is mated to a continuously variable transmission (CVT) or a 6-speed manual transmission (LX and EX FWD only). This engine is shared with the highest-volume trims of the ’15 Civic.

The HR-V is available with front-wheel drive (CVT or MT) or with Honda's Real Time AWD with Intelligent Control System (CVT only) as also used on the CR-V.

Proposal Submission Deadline: June 19, 2015
Award Recipient Notification Date: by July 10, 2015
Vehicle Delivery: Late-July/Mid-August 2015

Project Vehicle Program Goals

Honda wants to communicate and amplify the strengths of the HR-V as the right-sized, fun and active vehicle for the next generation of car buyers through project vehicle builds culminating in a display at the 2015 SEMA Show in Las Vegas.

Approved projects will honor Honda logo usage restrictions. Themes that support some or all of the stock ’16 HR-V’s strengths are encouraged, with uniqueness, style and ambition earning extra consideration.

Offer and Benefits

• Giveaway of a ’16 Honda HR-V EX or EX-L Navi (please specify in proposal) to create and promote accessories and/or vendor capabilities. Value of giveaway vehicle will be less than $27,000.

• Display of the modified HR-V in the official Honda display at the 2015 SEMA Show in Las Vegas.

• Potential display of the modified HR-V at major auto shows around the country and Honda promotional events.

• Potential media coverage of the modified HR-V, and therefore the vendor name from the SEMA Show and through other media outreach.

• Inclusion in the SEMA Show press release from Honda with accompanying vehicle images disseminated to media and posted on Honda’s media website.

Requirements

Proposal:

Honda requests that detailed project proposals be submitted to hondaevents@hna.honda.com before June 19, 2015. Include details in the categories listed below:

• Vehicle Theme: Describe very clearly your overall build theme, target audience, etc.

• Proposed vehicle modifications.

• New products potentially being developed for the HR-V through the project.

• Promotional, media and social media outreach plan prior to and beyond the SEMA Show (i.e. tour of events, specific magazine feature articles, online promotion, etc.)

• Examples of previous project vehicles and promotional activities by the applicant.

• Plans to integrate Honda Genuine Accessories for the HR-V, which will be available at no charge to vehicle recipients.

• Detailed renderings of the proposed vehicle in .jpg format.

Customizer:

Aftermarket companies requesting vehicles should have these capabilities:

• Financially and technically capable of building a one-off show car without financial or parts support from American Honda Motor Co. Inc.

• Willing to partner with other non-competing aftermarket companies or enthusiast publications to enhance the vehicle project.

• History of active promotion of vehicle projects with an established marketing plan.

Project vehicle recipients must:

• Commit to make the vehicle available to Honda or its dealers, if requested, for additional shows and exhibits for a minimum of two years from the initial delivery date.

• Commit to feature the vehicle with the Honda and model logos intact and visible.

• Commit to provide regular reports to Honda Public Relations regarding media coverage and event activity for the project vehicle for a minimum of two years from the initial delivery date.

• Commit to have the completed vehicle available for photography in Torrance, California, by Monday, October 26, 2015.

• Pay applicable federal and state gift taxes on the value of the giveaway vehicle. Value of vehicle will not exceed $27,000.

To obtain digital images of the vehicle for your rendering, submit a request to hondaevents@hna.honda.com. These images or renderings based upon them may not be used for any outside promotion. Full details about and viewable photos of the ’16 Honda HR-V are available at www.hondanews.com.

By SEMA Editors

	The all-new ’16 Honda HR-V crossover is available for 2015 SEMA Show project vehicle proposals.

The ’16 HR-V crossover is an all-new Honda vehicle that blends the styling of a coupe and the space and utility of an SUV in one sporty, versatile multi-dimensional vehicle. The HR-V enters the fast-growing crossover market with dynamic exterior styling, performance, fuel efficiency and a spacious and versatile cabin.

Power comes from a 1.8L SOHC 16-valve 4-cylinder engine with an i-VTEC valvetrain, producing a peak 141 hp at 6,500 rpm and 127 lb.-ft. of torque at 4,300 rpm. The engine is mated to a continuously variable transmission (CVT) or a 6-speed manual transmission (LX and EX FWD only). This engine is shared with the highest-volume trims of the ’15 Civic.

The HR-V is available with front-wheel drive (CVT or MT) or with Honda's Real Time AWD with Intelligent Control System (CVT only) as also used on the CR-V.

Proposal Submission Deadline: June 19, 2015
Award Recipient Notification Date: by July 10, 2015
Vehicle Delivery: Late-July/Mid-August 2015

Project Vehicle Program Goals

Honda wants to communicate and amplify the strengths of the HR-V as the right-sized, fun and active vehicle for the next generation of car buyers through project vehicle builds culminating in a display at the 2015 SEMA Show in Las Vegas.

Approved projects will honor Honda logo usage restrictions. Themes that support some or all of the stock ’16 HR-V’s strengths are encouraged, with uniqueness, style and ambition earning extra consideration.

Offer and Benefits

• Giveaway of a ’16 Honda HR-V EX or EX-L Navi (please specify in proposal) to create and promote accessories and/or vendor capabilities. Value of giveaway vehicle will be less than $27,000.

• Display of the modified HR-V in the official Honda display at the 2015 SEMA Show in Las Vegas.

• Potential display of the modified HR-V at major auto shows around the country and Honda promotional events.

• Potential media coverage of the modified HR-V, and therefore the vendor name from the SEMA Show and through other media outreach.

• Inclusion in the SEMA Show press release from Honda with accompanying vehicle images disseminated to media and posted on Honda’s media website.

Requirements

Proposal:

Honda requests that detailed project proposals be submitted to hondaevents@hna.honda.com before June 19, 2015. Include details in the categories listed below:

• Vehicle Theme: Describe very clearly your overall build theme, target audience, etc.

• Proposed vehicle modifications.

• New products potentially being developed for the HR-V through the project.

• Promotional, media and social media outreach plan prior to and beyond the SEMA Show (i.e. tour of events, specific magazine feature articles, online promotion, etc.)

• Examples of previous project vehicles and promotional activities by the applicant.

• Plans to integrate Honda Genuine Accessories for the HR-V, which will be available at no charge to vehicle recipients.

• Detailed renderings of the proposed vehicle in .jpg format.

Customizer:

Aftermarket companies requesting vehicles should have these capabilities:

• Financially and technically capable of building a one-off show car without financial or parts support from American Honda Motor Co. Inc.

• Willing to partner with other non-competing aftermarket companies or enthusiast publications to enhance the vehicle project.

• History of active promotion of vehicle projects with an established marketing plan.

Project vehicle recipients must:

• Commit to make the vehicle available to Honda or its dealers, if requested, for additional shows and exhibits for a minimum of two years from the initial delivery date.

• Commit to feature the vehicle with the Honda and model logos intact and visible.

• Commit to provide regular reports to Honda Public Relations regarding media coverage and event activity for the project vehicle for a minimum of two years from the initial delivery date.

• Commit to have the completed vehicle available for photography in Torrance, California, by Monday, October 26, 2015.

• Pay applicable federal and state gift taxes on the value of the giveaway vehicle. Value of vehicle will not exceed $27,000.

To obtain digital images of the vehicle for your rendering, submit a request to hondaevents@hna.honda.com. These images or renderings based upon them may not be used for any outside promotion. Full details about and viewable photos of the ’16 Honda HR-V are available at www.hondanews.com.

By Becca Butler

	2014 SEMA Show exhibitor Omni United executed an innovative public relations campaign that resulted in quality coverage, 77.4 million media impressions and new business arrangements with more than 1,000 retail locations across the United States.

While more than 3,000 credentialed media attend the SEMA Show each year, standing out from among 2,000-plus exhibitors and getting the attention of reporters who are overworked and on tight deadlines can be challenging. Yet, a good media strategy along with a well-executed trade show plan can generate increased product awareness and lead to profitable sales.

Case in point: 2014 SEMA Show exhibitor Omni United (S) Pte. Ltd. executed an innovative public relations campaign that resulted in quality coverage, 77.4 million media impressions and new business arrangements with more than 1,000 retail locations across the United States. While every exhibitor is unique and results will vary from company to company, there are some key strategies used by Omni United that could benefit other SEMA Show exhibitors:

• Have someone dedicated to media efforts: Omni United tasked an outside public-relations agency, Laughlin Constable, to execute its media campaign. Having an outside agency/consultant has many benefits, especially since they typically have media relations experience and resources. However, exhibitors can still be successful by keeping their media relations in-house. The key is to assign someone the responsibility of managing the media program and to not treat it as a secondary thought. While your primary business is getting the product ready and selling to buyers, making the media a priority will lead to top results.

• Targeted media outreach: Media at the SEMA Show cover an array of market segments, including motorsports, off-road, mobile electronics and more. As expected, Omni United focused its PR campaign on the tire media. However, Omni United also included general automotive and consumer media, and—because the tire line uses a rubber compound that is eventually recycled and used in the outsoles of Timberland boots and shoes—fashion and environmental reporters were also included. Omni United conducted web-based research and an audit to identify relevant media who covered the SEMA Show in previous years and reporters who would potentially be interested in their story.

• Pitch to the media before the SEMA Show opens: Reporters were contacted months before the SEMA Show and offered story ideas, images, facts and access to high-level company executives. Publications that were planning special SEMA Show editions were also invited, under embargo, to individual briefings with company executives in advance of the Show opening.

• Post press releases in the SEMA Show online media center: In addition to targeting the reporters on the targeted media list that Omni United created, the exhibitor posted news releases in the SEMA Show online media center. This ensured that reporters looking for Show-related news did not miss out on their story.

• Enter the New Products Showcase: Omni United also entered their new Timberland Cross Tire into the New Products Showcase, which generated additional coverage in SEMA’s publications and online. Exhibitors can take advantage of the New Products Showcase by entering a qualified product for free. And, providing a detailed description of that product can generate additional exposure and drive traffic to the booth.

• Create a comprehensive press kit: Knowing that thousands of media outlets would be at the SEMA Show, Omni United developed a comprehensive press kit to be distributed onsite at the event. In addition to having press kits available to reporters in the booth, exhibitors are able to place press kits and releases in the official SEMA Show Media Center at no cost.

Coverage of the new Omni Timberland Tires can be found in all three major tire trades, an online feature in the USA Today, as a major feature in the business section of the Las Vegas Review-Journal and in a three-minute segment by KLAS-TV 8’s environmental reporter. Timberland also received coverage in Women’s Wear Daily, Footwear Industry, Forbes.com, Off-Road, Rubber News, Environmental Leader, Sustainablog, GreenBiz, the Winston-Salem Journal and the Traverse City Record-Eagle.

To learn more about all of the PR opportunities available for exhibitors, visit the Exhibitor Services Manual or contact an account rep at sales@sema.org or 909-396-0289.

By Becca Butler

	2014 SEMA Show exhibitor Omni United executed an innovative public relations campaign that resulted in quality coverage, 77.4 million media impressions and new business arrangements with more than 1,000 retail locations across the United States.

While more than 3,000 credentialed media attend the SEMA Show each year, standing out from among 2,000-plus exhibitors and getting the attention of reporters who are overworked and on tight deadlines can be challenging. Yet, a good media strategy along with a well-executed trade show plan can generate increased product awareness and lead to profitable sales.

Case in point: 2014 SEMA Show exhibitor Omni United (S) Pte. Ltd. executed an innovative public relations campaign that resulted in quality coverage, 77.4 million media impressions and new business arrangements with more than 1,000 retail locations across the United States. While every exhibitor is unique and results will vary from company to company, there are some key strategies used by Omni United that could benefit other SEMA Show exhibitors:

• Have someone dedicated to media efforts: Omni United tasked an outside public-relations agency, Laughlin Constable, to execute its media campaign. Having an outside agency/consultant has many benefits, especially since they typically have media relations experience and resources. However, exhibitors can still be successful by keeping their media relations in-house. The key is to assign someone the responsibility of managing the media program and to not treat it as a secondary thought. While your primary business is getting the product ready and selling to buyers, making the media a priority will lead to top results.

• Targeted media outreach: Media at the SEMA Show cover an array of market segments, including motorsports, off-road, mobile electronics and more. As expected, Omni United focused its PR campaign on the tire media. However, Omni United also included general automotive and consumer media, and—because the tire line uses a rubber compound that is eventually recycled and used in the outsoles of Timberland boots and shoes—fashion and environmental reporters were also included. Omni United conducted web-based research and an audit to identify relevant media who covered the SEMA Show in previous years and reporters who would potentially be interested in their story.

• Pitch to the media before the SEMA Show opens: Reporters were contacted months before the SEMA Show and offered story ideas, images, facts and access to high-level company executives. Publications that were planning special SEMA Show editions were also invited, under embargo, to individual briefings with company executives in advance of the Show opening.

• Post press releases in the SEMA Show online media center: In addition to targeting the reporters on the targeted media list that Omni United created, the exhibitor posted news releases in the SEMA Show online media center. This ensured that reporters looking for Show-related news did not miss out on their story.

• Enter the New Products Showcase: Omni United also entered their new Timberland Cross Tire into the New Products Showcase, which generated additional coverage in SEMA’s publications and online. Exhibitors can take advantage of the New Products Showcase by entering a qualified product for free. And, providing a detailed description of that product can generate additional exposure and drive traffic to the booth.

• Create a comprehensive press kit: Knowing that thousands of media outlets would be at the SEMA Show, Omni United developed a comprehensive press kit to be distributed onsite at the event. In addition to having press kits available to reporters in the booth, exhibitors are able to place press kits and releases in the official SEMA Show Media Center at no cost.

Coverage of the new Omni Timberland Tires can be found in all three major tire trades, an online feature in the USA Today, as a major feature in the business section of the Las Vegas Review-Journal and in a three-minute segment by KLAS-TV 8’s environmental reporter. Timberland also received coverage in Women’s Wear Daily, Footwear Industry, Forbes.com, Off-Road, Rubber News, Environmental Leader, Sustainablog, GreenBiz, the Winston-Salem Journal and the Traverse City Record-Eagle.

To learn more about all of the PR opportunities available for exhibitors, visit the Exhibitor Services Manual or contact an account rep at sales@sema.org or 909-396-0289.

By Becca Butler

	2014 SEMA Show exhibitor Omni United executed an innovative public relations campaign that resulted in quality coverage, 77.4 million media impressions and new business arrangements with more than 1,000 retail locations across the United States.

While more than 3,000 credentialed media attend the SEMA Show each year, standing out from among 2,000-plus exhibitors and getting the attention of reporters who are overworked and on tight deadlines can be challenging. Yet, a good media strategy along with a well-executed trade show plan can generate increased product awareness and lead to profitable sales.

Case in point: 2014 SEMA Show exhibitor Omni United (S) Pte. Ltd. executed an innovative public relations campaign that resulted in quality coverage, 77.4 million media impressions and new business arrangements with more than 1,000 retail locations across the United States. While every exhibitor is unique and results will vary from company to company, there are some key strategies used by Omni United that could benefit other SEMA Show exhibitors:

• Have someone dedicated to media efforts: Omni United tasked an outside public-relations agency, Laughlin Constable, to execute its media campaign. Having an outside agency/consultant has many benefits, especially since they typically have media relations experience and resources. However, exhibitors can still be successful by keeping their media relations in-house. The key is to assign someone the responsibility of managing the media program and to not treat it as a secondary thought. While your primary business is getting the product ready and selling to buyers, making the media a priority will lead to top results.

• Targeted media outreach: Media at the SEMA Show cover an array of market segments, including motorsports, off-road, mobile electronics and more. As expected, Omni United focused its PR campaign on the tire media. However, Omni United also included general automotive and consumer media, and—because the tire line uses a rubber compound that is eventually recycled and used in the outsoles of Timberland boots and shoes—fashion and environmental reporters were also included. Omni United conducted web-based research and an audit to identify relevant media who covered the SEMA Show in previous years and reporters who would potentially be interested in their story.

• Pitch to the media before the SEMA Show opens: Reporters were contacted months before the SEMA Show and offered story ideas, images, facts and access to high-level company executives. Publications that were planning special SEMA Show editions were also invited, under embargo, to individual briefings with company executives in advance of the Show opening.

• Post press releases in the SEMA Show online media center: In addition to targeting the reporters on the targeted media list that Omni United created, the exhibitor posted news releases in the SEMA Show online media center. This ensured that reporters looking for Show-related news did not miss out on their story.

• Enter the New Products Showcase: Omni United also entered their new Timberland Cross Tire into the New Products Showcase, which generated additional coverage in SEMA’s publications and online. Exhibitors can take advantage of the New Products Showcase by entering a qualified product for free. And, providing a detailed description of that product can generate additional exposure and drive traffic to the booth.

• Create a comprehensive press kit: Knowing that thousands of media outlets would be at the SEMA Show, Omni United developed a comprehensive press kit to be distributed onsite at the event. In addition to having press kits available to reporters in the booth, exhibitors are able to place press kits and releases in the official SEMA Show Media Center at no cost.

Coverage of the new Omni Timberland Tires can be found in all three major tire trades, an online feature in the USA Today, as a major feature in the business section of the Las Vegas Review-Journal and in a three-minute segment by KLAS-TV 8’s environmental reporter. Timberland also received coverage in Women’s Wear Daily, Footwear Industry, Forbes.com, Off-Road, Rubber News, Environmental Leader, Sustainablog, GreenBiz, the Winston-Salem Journal and the Traverse City Record-Eagle.

To learn more about all of the PR opportunities available for exhibitors, visit the Exhibitor Services Manual or contact an account rep at sales@sema.org or 909-396-0289.

By Becca Butler

	2014 SEMA Show exhibitor Omni United executed an innovative public relations campaign that resulted in quality coverage, 77.4 million media impressions and new business arrangements with more than 1,000 retail locations across the United States.

While more than 3,000 credentialed media attend the SEMA Show each year, standing out from among 2,000-plus exhibitors and getting the attention of reporters who are overworked and on tight deadlines can be challenging. Yet, a good media strategy along with a well-executed trade show plan can generate increased product awareness and lead to profitable sales.

Case in point: 2014 SEMA Show exhibitor Omni United (S) Pte. Ltd. executed an innovative public relations campaign that resulted in quality coverage, 77.4 million media impressions and new business arrangements with more than 1,000 retail locations across the United States. While every exhibitor is unique and results will vary from company to company, there are some key strategies used by Omni United that could benefit other SEMA Show exhibitors:

• Have someone dedicated to media efforts: Omni United tasked an outside public-relations agency, Laughlin Constable, to execute its media campaign. Having an outside agency/consultant has many benefits, especially since they typically have media relations experience and resources. However, exhibitors can still be successful by keeping their media relations in-house. The key is to assign someone the responsibility of managing the media program and to not treat it as a secondary thought. While your primary business is getting the product ready and selling to buyers, making the media a priority will lead to top results.

• Targeted media outreach: Media at the SEMA Show cover an array of market segments, including motorsports, off-road, mobile electronics and more. As expected, Omni United focused its PR campaign on the tire media. However, Omni United also included general automotive and consumer media, and—because the tire line uses a rubber compound that is eventually recycled and used in the outsoles of Timberland boots and shoes—fashion and environmental reporters were also included. Omni United conducted web-based research and an audit to identify relevant media who covered the SEMA Show in previous years and reporters who would potentially be interested in their story.

• Pitch to the media before the SEMA Show opens: Reporters were contacted months before the SEMA Show and offered story ideas, images, facts and access to high-level company executives. Publications that were planning special SEMA Show editions were also invited, under embargo, to individual briefings with company executives in advance of the Show opening.

• Post press releases in the SEMA Show online media center: In addition to targeting the reporters on the targeted media list that Omni United created, the exhibitor posted news releases in the SEMA Show online media center. This ensured that reporters looking for Show-related news did not miss out on their story.

• Enter the New Products Showcase: Omni United also entered their new Timberland Cross Tire into the New Products Showcase, which generated additional coverage in SEMA’s publications and online. Exhibitors can take advantage of the New Products Showcase by entering a qualified product for free. And, providing a detailed description of that product can generate additional exposure and drive traffic to the booth.

• Create a comprehensive press kit: Knowing that thousands of media outlets would be at the SEMA Show, Omni United developed a comprehensive press kit to be distributed onsite at the event. In addition to having press kits available to reporters in the booth, exhibitors are able to place press kits and releases in the official SEMA Show Media Center at no cost.

Coverage of the new Omni Timberland Tires can be found in all three major tire trades, an online feature in the USA Today, as a major feature in the business section of the Las Vegas Review-Journal and in a three-minute segment by KLAS-TV 8’s environmental reporter. Timberland also received coverage in Women’s Wear Daily, Footwear Industry, Forbes.com, Off-Road, Rubber News, Environmental Leader, Sustainablog, GreenBiz, the Winston-Salem Journal and the Traverse City Record-Eagle.

To learn more about all of the PR opportunities available for exhibitors, visit the Exhibitor Services Manual or contact an account rep at sales@sema.org or 909-396-0289.

By Becca Butler

	2014 SEMA Show exhibitor Omni United executed an innovative public relations campaign that resulted in quality coverage, 77.4 million media impressions and new business arrangements with more than 1,000 retail locations across the United States.

While more than 3,000 credentialed media attend the SEMA Show each year, standing out from among 2,000-plus exhibitors and getting the attention of reporters who are overworked and on tight deadlines can be challenging. Yet, a good media strategy along with a well-executed trade show plan can generate increased product awareness and lead to profitable sales.

Case in point: 2014 SEMA Show exhibitor Omni United (S) Pte. Ltd. executed an innovative public relations campaign that resulted in quality coverage, 77.4 million media impressions and new business arrangements with more than 1,000 retail locations across the United States. While every exhibitor is unique and results will vary from company to company, there are some key strategies used by Omni United that could benefit other SEMA Show exhibitors:

• Have someone dedicated to media efforts: Omni United tasked an outside public-relations agency, Laughlin Constable, to execute its media campaign. Having an outside agency/consultant has many benefits, especially since they typically have media relations experience and resources. However, exhibitors can still be successful by keeping their media relations in-house. The key is to assign someone the responsibility of managing the media program and to not treat it as a secondary thought. While your primary business is getting the product ready and selling to buyers, making the media a priority will lead to top results.

• Targeted media outreach: Media at the SEMA Show cover an array of market segments, including motorsports, off-road, mobile electronics and more. As expected, Omni United focused its PR campaign on the tire media. However, Omni United also included general automotive and consumer media, and—because the tire line uses a rubber compound that is eventually recycled and used in the outsoles of Timberland boots and shoes—fashion and environmental reporters were also included. Omni United conducted web-based research and an audit to identify relevant media who covered the SEMA Show in previous years and reporters who would potentially be interested in their story.

• Pitch to the media before the SEMA Show opens: Reporters were contacted months before the SEMA Show and offered story ideas, images, facts and access to high-level company executives. Publications that were planning special SEMA Show editions were also invited, under embargo, to individual briefings with company executives in advance of the Show opening.

• Post press releases in the SEMA Show online media center: In addition to targeting the reporters on the targeted media list that Omni United created, the exhibitor posted news releases in the SEMA Show online media center. This ensured that reporters looking for Show-related news did not miss out on their story.

• Enter the New Products Showcase: Omni United also entered their new Timberland Cross Tire into the New Products Showcase, which generated additional coverage in SEMA’s publications and online. Exhibitors can take advantage of the New Products Showcase by entering a qualified product for free. And, providing a detailed description of that product can generate additional exposure and drive traffic to the booth.

• Create a comprehensive press kit: Knowing that thousands of media outlets would be at the SEMA Show, Omni United developed a comprehensive press kit to be distributed onsite at the event. In addition to having press kits available to reporters in the booth, exhibitors are able to place press kits and releases in the official SEMA Show Media Center at no cost.

Coverage of the new Omni Timberland Tires can be found in all three major tire trades, an online feature in the USA Today, as a major feature in the business section of the Las Vegas Review-Journal and in a three-minute segment by KLAS-TV 8’s environmental reporter. Timberland also received coverage in Women’s Wear Daily, Footwear Industry, Forbes.com, Off-Road, Rubber News, Environmental Leader, Sustainablog, GreenBiz, the Winston-Salem Journal and the Traverse City Record-Eagle.

To learn more about all of the PR opportunities available for exhibitors, visit the Exhibitor Services Manual or contact an account rep at sales@sema.org or 909-396-0289.

	Product demonstrations are a great way to attract buyers to your booth.

• Choose your products: Chances are you already know what product(s) you are debuting. Ensure you have a comprehensive list of all the products you plan to showcase at the SEMA Show. Many exhibitors choose to include existing products in their SEMA Show plans, since 25% of all buyers at the SEMA Show have never attended the annual event before and may not already be familiar with your existing products. You may also want to feature cross-marketing products and promote those lines to attract new customers.

• Find your attention-grabber: Many buyers discover new exhibitors simply by walking by exhibitors’ booths. But research shows that there are certain features that typically draw a buyer into a booth, such as a product or vehicle display or a product demonstration. Other things to consider are contests, giveaways, celebrity appearances and booth design. If you are considering a contest, learn about promotion and contest rules.

• Develop marketing materials: Now is the time to develop your marketing materials for the Show. Whether it’s brochures, postcards, press releases or ads, your company’s brand will best be displayed through the marketing materials you provide to potential buyers in the weeks leading up to and during the Show.

• Confirm your vendors: Many exhibitors hire third-party contractors to perform services, such as installation, sound and lighting, production and more. Exhibitors using contractors who are not official SEMA Show contractors are required to submit an Exhibitor-Appointed Contractor Agreement. While the deadline to submit this agreement is not until October 18, exhibitors should begin securing their contractors now, allowing for enough time to review proposals and confirm their services.

• Submit your feature vehicle application: The SEMA Show feature vehicle program gives exhibitors additional exposure and generates interest by displaying a vehicle with their products in a featured location outside the Las Vegas Convention Center. The deadline to submit a feature vehicle application is September 18. Get your application in as soon as possible; limited space is available.

	Product demonstrations are a great way to attract buyers to your booth.

• Choose your products: Chances are you already know what product(s) you are debuting. Ensure you have a comprehensive list of all the products you plan to showcase at the SEMA Show. Many exhibitors choose to include existing products in their SEMA Show plans, since 25% of all buyers at the SEMA Show have never attended the annual event before and may not already be familiar with your existing products. You may also want to feature cross-marketing products and promote those lines to attract new customers.

• Find your attention-grabber: Many buyers discover new exhibitors simply by walking by exhibitors’ booths. But research shows that there are certain features that typically draw a buyer into a booth, such as a product or vehicle display or a product demonstration. Other things to consider are contests, giveaways, celebrity appearances and booth design. If you are considering a contest, learn about promotion and contest rules.

• Develop marketing materials: Now is the time to develop your marketing materials for the Show. Whether it’s brochures, postcards, press releases or ads, your company’s brand will best be displayed through the marketing materials you provide to potential buyers in the weeks leading up to and during the Show.

• Confirm your vendors: Many exhibitors hire third-party contractors to perform services, such as installation, sound and lighting, production and more. Exhibitors using contractors who are not official SEMA Show contractors are required to submit an Exhibitor-Appointed Contractor Agreement. While the deadline to submit this agreement is not until October 18, exhibitors should begin securing their contractors now, allowing for enough time to review proposals and confirm their services.

• Submit your feature vehicle application: The SEMA Show feature vehicle program gives exhibitors additional exposure and generates interest by displaying a vehicle with their products in a featured location outside the Las Vegas Convention Center. The deadline to submit a feature vehicle application is September 18. Get your application in as soon as possible; limited space is available.