Giovanna Wheels’ Diko Sulahian Reveals Five SEMA Show Promotional Strategies

By Michael Imlay

For nearly two decades, WTW founder and owner Diko Sulahian has wowed attendees at the annual SEMA Show, making his booth a must-see destination in the hugely popular Wheels & Accessories section. Perhaps best known for his high-end Giovanna Wheel line, Sulahian started virtually from scratch at his first Show. However, he quickly learned the ins and outs of successful booth promotion—skills that he’s eager to share with other SEMA members.

Sulahian has always had a knack for shows and events. Raised in Beirut, Lebanon, he got his start in business at age seven, assisting in his father’s tire enterprise. Immigrating to Southern California as a teenager, he soon realized that local swap meets offered little in the way of automotive parts, so he went to work filling the gap. His first booth featured mats, seat covers, wiper blades and related accessories.

“From one booth, I ended up getting two booths,” he said. “Then I ended up going to different swap meets. Multiple booths at multiple swap meets at 17 years old. Then I got into displaying wheels.”

He saved enough seed money in just two years to open a brick-and-mortar wheel store and eventually pursue his real passion: wheel design. Sulahian is renowned today for sophisticated wheels that grace luxury and exotic lines from Range Rover to Rolls-Royce and Ferrari. He credits the annual SEMA Show as a factor in his success.

“To me, the keys to business success are relationships, respect that you’ve earned and name recognition,” he said. “That’s kind of the trick to the SEMA Show. The big thing about being there is consistency. It’s not about ‘when things are good, I go to the Show, and when things are bad, I back off for a year.’”

Of course, showing up each year is only the beginning. Sulahian offers five tips for effective Show promotion to build your business:

		WTW Inc. Diko Sulahian, President Corporate HQ: Santa Fe Springs, California Core Business: High-end designer wheels for visually popular, luxury and performance marques, including Aston Martin, Bentley, Ferrari, Porsche and Rolls-Royce. Wheel Brands: Giovanna Wheels, Gianélle Designs, GFG Forged Modular Wheels, Giovanna Forged Wheels, Koko Kuture. Lifestyle Branding: WTW has extended its Giovanna branding to a designer watch series and a bicycle line, with a new beach cruiser to debut at its 2011 SEMA Show booth #45000 in Las Vegas. Publication: G Mag Automotive Culture Website: www.wtwcorp.com Official Blog: blog.wtwcorp.com

Show Your Passion: Sulahian believes that the most successful aftermarket businesses are “personality driven by people with passion.” The key to leveraging the SEMA Show, he said, is to focus on your niche passion. “The problem with a lot of people is everyone wants to be everything to everyone. Niche marketing is the best way to go. Don’t try to come out of the gate, overstretch yourself and hang yourself.” Design a passion-driven booth reflecting the overall style and feel of your brand and then staff that booth with representatives who enthusiastically convey that passion.

Create Advance Buzz: Long before the Show, Sulahian gets busy whetting buyer appetites through photo shoots, web videos, press releases to trade media, event marketing and industry word of mouth. “Now it’s so much easier,” he explained. “You got all this free advertising, such as blog pages and social media, that you can be a member of.” Moreover, he seldom worries about competitors stepping up their game in response.

“It doesn’t hurt me,” he said. “It makes it a little more fun. Competition brings buyers. Buyers are good.”

This year, knowing that time-limited, Show-only offers are a powerful draw, WTW is announcing a unique new “virtual concierge” program. Available exclusively to booth visitors, the innovative concept allows retailers throughout the country to acquire WTW’s in-store virtual concierge marketing tool to promote and sell wheels.

Build an Attraction: Sulahian has created a SEMA Show booth that’s an annual attraction. “People go to the Show to see the Giovanna booth and to see the cars, because they know we always have the hottest, the newest and the latest cars with the best wheels on them,” he said. Sulahian brings cars with wheels sure to inspire amazement, something to make even the most jaded automotive professional say “wow.”

“Marketing is all about that—signage, some sort of a branding presence, something to spark curiosity,” said Sulahian. “I used to completely close off my booth with sheers and a VIP-style entrance with a line. I can tell you I was the only guy with 50, 80 to 100 people standing in line to get into a booth. To get in, you had to scan.” While SEMA Show policy no longer allows such traffic-stopping scenarios in the Show aisles, Sulahian said that you don’t have to be so ceremonious to make your mark. “It’s that ‘wow’ factor,” he explained. “If you have a small booth with just one car, do it right. At least have the best-looking car in that caliber in the Show.”

Focus, Focus, Focus: Remember that you’re at the Show for business. Greet everyone who passes your booth. Invite them in, and give them your full attention. “No matter how busy I am with people standing in line, I’m always outside greeting everyone,” Sulahian said. “A detailer walks by, and I’ll acknowledge him and shake his hand.” Don’t be a star-struck exhibitor who, spotting one of the Show’s many celebrities or VIPs, suddenly drops everything and ignores other customers.

Think Relationships: For Sulahian, business is all about loyalty and relationships, and the SEMA Show is a focal point for building both. Keep in mind, however, that it’s a trade environment. “Too many exhibitors confuse the SEMA Show with a local car show,” he said. “Don’t get the two confused. These are professionals at the SEMA Show, so you have to be professional and you have to treat them professionally.” That includes a friendly but professional look for your booth staff.

Finally, expert Show promotion is also about following through with your business relationships.

“Loyalty is really big when you’re getting started,” Sulahian said. “You have to be honest. If you tell someone you’ll do something, you’d better stick to it. A lot of times, people display at the SEMA Show and don’t do half the things that they say they’re going to do—which is not going to help their business that year—and then they’re going to think, ‘The SEMA Show was no good for me.’ Well, the Show was no good for you because you didn’t do what you said you were going to do.”

Year after year, these promotional strategies have helped Sulahian leverage the SEMA Show to build his brand. Ultimately, he said, “I just try to do what I like to do. I’m in it long-term because I’m passionate about what I do.”

Giovanna Wheels’ Diko Sulahian Reveals Five SEMA Show Promotional Strategies

By Michael Imlay

For nearly two decades, WTW founder and owner Diko Sulahian has wowed attendees at the annual SEMA Show, making his booth a must-see destination in the hugely popular Wheels & Accessories section. Perhaps best known for his high-end Giovanna Wheel line, Sulahian started virtually from scratch at his first Show. However, he quickly learned the ins and outs of successful booth promotion—skills that he’s eager to share with other SEMA members.

Sulahian has always had a knack for shows and events. Raised in Beirut, Lebanon, he got his start in business at age seven, assisting in his father’s tire enterprise. Immigrating to Southern California as a teenager, he soon realized that local swap meets offered little in the way of automotive parts, so he went to work filling the gap. His first booth featured mats, seat covers, wiper blades and related accessories.

“From one booth, I ended up getting two booths,” he said. “Then I ended up going to different swap meets. Multiple booths at multiple swap meets at 17 years old. Then I got into displaying wheels.”

He saved enough seed money in just two years to open a brick-and-mortar wheel store and eventually pursue his real passion: wheel design. Sulahian is renowned today for sophisticated wheels that grace luxury and exotic lines from Range Rover to Rolls-Royce and Ferrari. He credits the annual SEMA Show as a factor in his success.

“To me, the keys to business success are relationships, respect that you’ve earned and name recognition,” he said. “That’s kind of the trick to the SEMA Show. The big thing about being there is consistency. It’s not about ‘when things are good, I go to the Show, and when things are bad, I back off for a year.’”

Of course, showing up each year is only the beginning. Sulahian offers five tips for effective Show promotion to build your business:

		WTW Inc. Diko Sulahian, President Corporate HQ: Santa Fe Springs, California Core Business: High-end designer wheels for visually popular, luxury and performance marques, including Aston Martin, Bentley, Ferrari, Porsche and Rolls-Royce. Wheel Brands: Giovanna Wheels, Gianélle Designs, GFG Forged Modular Wheels, Giovanna Forged Wheels, Koko Kuture. Lifestyle Branding: WTW has extended its Giovanna branding to a designer watch series and a bicycle line, with a new beach cruiser to debut at its 2011 SEMA Show booth #45000 in Las Vegas. Publication: G Mag Automotive Culture Website: www.wtwcorp.com Official Blog: blog.wtwcorp.com

Show Your Passion: Sulahian believes that the most successful aftermarket businesses are “personality driven by people with passion.” The key to leveraging the SEMA Show, he said, is to focus on your niche passion. “The problem with a lot of people is everyone wants to be everything to everyone. Niche marketing is the best way to go. Don’t try to come out of the gate, overstretch yourself and hang yourself.” Design a passion-driven booth reflecting the overall style and feel of your brand and then staff that booth with representatives who enthusiastically convey that passion.

Create Advance Buzz: Long before the Show, Sulahian gets busy whetting buyer appetites through photo shoots, web videos, press releases to trade media, event marketing and industry word of mouth. “Now it’s so much easier,” he explained. “You got all this free advertising, such as blog pages and social media, that you can be a member of.” Moreover, he seldom worries about competitors stepping up their game in response.

“It doesn’t hurt me,” he said. “It makes it a little more fun. Competition brings buyers. Buyers are good.”

This year, knowing that time-limited, Show-only offers are a powerful draw, WTW is announcing a unique new “virtual concierge” program. Available exclusively to booth visitors, the innovative concept allows retailers throughout the country to acquire WTW’s in-store virtual concierge marketing tool to promote and sell wheels.

Build an Attraction: Sulahian has created a SEMA Show booth that’s an annual attraction. “People go to the Show to see the Giovanna booth and to see the cars, because they know we always have the hottest, the newest and the latest cars with the best wheels on them,” he said. Sulahian brings cars with wheels sure to inspire amazement, something to make even the most jaded automotive professional say “wow.”

“Marketing is all about that—signage, some sort of a branding presence, something to spark curiosity,” said Sulahian. “I used to completely close off my booth with sheers and a VIP-style entrance with a line. I can tell you I was the only guy with 50, 80 to 100 people standing in line to get into a booth. To get in, you had to scan.” While SEMA Show policy no longer allows such traffic-stopping scenarios in the Show aisles, Sulahian said that you don’t have to be so ceremonious to make your mark. “It’s that ‘wow’ factor,” he explained. “If you have a small booth with just one car, do it right. At least have the best-looking car in that caliber in the Show.”

Focus, Focus, Focus: Remember that you’re at the Show for business. Greet everyone who passes your booth. Invite them in, and give them your full attention. “No matter how busy I am with people standing in line, I’m always outside greeting everyone,” Sulahian said. “A detailer walks by, and I’ll acknowledge him and shake his hand.” Don’t be a star-struck exhibitor who, spotting one of the Show’s many celebrities or VIPs, suddenly drops everything and ignores other customers.

Think Relationships: For Sulahian, business is all about loyalty and relationships, and the SEMA Show is a focal point for building both. Keep in mind, however, that it’s a trade environment. “Too many exhibitors confuse the SEMA Show with a local car show,” he said. “Don’t get the two confused. These are professionals at the SEMA Show, so you have to be professional and you have to treat them professionally.” That includes a friendly but professional look for your booth staff.

Finally, expert Show promotion is also about following through with your business relationships.

“Loyalty is really big when you’re getting started,” Sulahian said. “You have to be honest. If you tell someone you’ll do something, you’d better stick to it. A lot of times, people display at the SEMA Show and don’t do half the things that they say they’re going to do—which is not going to help their business that year—and then they’re going to think, ‘The SEMA Show was no good for me.’ Well, the Show was no good for you because you didn’t do what you said you were going to do.”

Year after year, these promotional strategies have helped Sulahian leverage the SEMA Show to build his brand. Ultimately, he said, “I just try to do what I like to do. I’m in it long-term because I’m passionate about what I do.”

100+ Products to Be Unveiled at the 2011 SEMA Show

The SEMA Show is all about innovation and creativity. For a taste of what’s coming at the 2011 event, check out the more than 100 new products previewed here. During the Show, head to the upper level of South Hall for a look at the Ideas Alive: Featuring the New Products Showcase at the Las Vegas Convention Center, November 1–4, 2011.

Click here to view more than 100 new products debuting at the 2011 SEMA Show in PDF format.

AEM Electronics Booth #24313 According to AEM, the company’s new AQ-1 Data Logger is a vehicle data-acquisition device designed for performance enthusiasts who want dynamic, accurate data-logging capability for less than half of the cost of most other data loggers. Information: www.aemelectronics.com or 310-484-2322.			Ark Corp. Booth #31165 The Arkpak with Time Tracker technology is a unique 12V battery power pack. It incorporates an LCD screen with battery voltage and capacity display. The Arkpak comes complete with a built-in 110-240V 6A smartcharger/battery conditioner, a 200W DC-AC inverter, two accessory ports, an Anderson plug, a manual isolation key and external battery posts. Information: sales@arkcorporation.com or +61-2-9678-9036.			Andersen Hitches Booth #36074 Andersen Hitches introduces its “No-Sway” weight-distribution hitch. The new unit features a motion-dampening system, one-pin removal from tow vehicle, a 25/16-in. ball and a lifetime warranty. Information: www.andersenhitches.com or call 800-635-6106.
Airaid Booth #23729 Airaid introduces a new intake system for the popular ’11 Ford F-150 3.5L EcoBoost. This intake system features the cold-air dam and roto-molded MAF adaptor designed to maximize airflow and offer proper MAF functionality, which allows for increased horsepower and improved overall performance. Information: http://www.airaid.com/ or 888-876-8984.			TheAutoMoto.com Booth #38045 TheAutoMoto.com is proud to introduce the latest addition to its vehicle lineup—the new Electric Delivery Trike. The unit was developed with a 1,500W brush motor that is powered by 48V 38AH batteries. The current top speed is 22 mph, and the vehicle has a range of 40 miles. Information: www.theautomoto.com or 866-939-9033.			Autoequips Tech Booth #11681 Autoequips Tech introduces a new full-vision camera system featuring a 180° bird’s-eye viewing angle. According to the company, the new innovation provides auto-correction for distortion (fish-eye effect) caused by a wide-angle lens. Information: www.psvt.com.cn or +86-755-8601-6313.
Baja Designs Inc. Booth #22486 The Squadron LED light provides 3,600 lumens in a 3x3-in. package. Baja Designs uses the latest-generation Cree LED to provide illumination for any driving style or environment. Information: www.bajadesigns.com or 760-560-2252.			Bubba Rope Booth #30179 Gator-ize is an added-protection option that is applied to the wear points of any size Bubba Rope. According to Bubba Rope, Gator-ize will not only not damage the rope but will actually protect the wear points of your eyes and, ultimately, prolong the life of the Bubba Rope. Information: www.bubbarope.com or 877-499-8494.			AutoWare Technologies Booth #45101 AutoWare Technologies is proud to announce the launch of the new NextWheels Online program featuring MGP caliper covers. NextWheels Online allows users to select a vehicle; modify the color, ride height and window tint; and then preview how different custom wheels and tires will look on the car. With the new “Brake” feature, users can also preview MGP caliper covers in various colors on their vehicles. Information: www.autowaretech.com/ or 877-230-9695.
Blair Equipment Co. Booth #10513 The new Blair Enforcer Spotweld drill removes spot welds on all types of materials, especially Boron and UHSS. The drill has a lower cutter rpm and a manual-feed leverage handle that increases performance. Air power is not consumed to advance the cutter, which dramatically reduces the time required to remove a spot weld. Information: www.blairequipment.com or 810-635-7111.			C.A.R. Products Booth #13065 Precision Cut Compound (P100) is an aggressive, fast-cutting compound designed to remove 1,200-grit or finer sanding scratches. According to C.A.R. Products, it’s effective for removing oxidation, acid rain and other defects on all types of paint. Information: www.carproducts.biz or 800-537-7797.			B&W Trailer Hitches Booth #34071 According to B&W Trailer Hitches, the Defender is unlike any gooseneck trailer coupler on the market today. With unrivaled ease of use and security features built into the coupler, the Defender helps keep property safe and ensures easier towing. Information: www.turnoverball.com/ or 800-248-6564.
Bull-Bond Booth #12681 Bull-Bond proudly introduces its complete line of cleaning and detailing products, including multi-use cleaners, degreasers, car washes and waxes, tire shine-vinyl protectants and more. All products are environmentally friendly and biodegradable and are available in containers ranging from 32-oz. bottles to 55-gal. drums. Information: www.bluebullpr.com or 787-653-4900.			Across USA/Carbonetic Booth #24629 Across Corp./Carbonetic introduces carbon clutch technology with superior heat resistance, great controllability and long life. According to the company, the lighter rotating mass of the Blade disc allows for slick and quick gear shifting while giving a near-OEM feel and light but extremely controllable pedal action. The Blade is suited for street, drift, rallying, drag and circuit driving. Information: www.carbonetic.net or 310-635-3555.			Canton Racing Products Booth #24116 Canton Racing Products introduces its new line of oil pans for the Ford 5.0 Coyote engine. They are available in a front-sump style designed to work with early Ford chassis and a shallow rear-sump style designed specifically for kit cars and other applications seeking added ground clearance. Information: www.cantonracingproducts.com or 203-481-9460.
Cap-Pack Truck Products Booth #34189 The Cap-Pack is a storage system that utilizes the wasted space of a truck cap to organize and secure valuable items. When closed, the storage drawer locks into a sturdy elevated frame that allows the truck bed to be free of clutter and available for large items. Information: www.cap-pack.com  or 262-206-6211.			California Custom Coach Booth #24794 Featuring reproduction Auburn Speedsters, California Custom Coach introduces luxury classic motoring with today’s reliability. Information: www.cccspeedster.com or 972-443-9823.			Carr Booth #33004 These heavy-duty, foldable steps are a large 14x5 in., specifically developed for all 2-in. and 21/2-in. hitch receivers. According to the company, they give safe and easy access to any vehicle with a trailer hitch. Information: www.carr.com or 800-800-1084.
Cargo Ease Booth #38086 According to Cargo Ease, with the addition of the new Cargo Ramp System, the company has made loading and unloading anything faster and easier than ever. Cargo Ease is proud to introduce its new Cargo Ramp—the ultimate loading and unloading system. Information: www.cargo-ease.com or 905-768-2650.			Catalyst Industries Booth #10802 Catalyst Industries introduces a new mobile tie-down clamp. This new clamp is designed to mount to the pinch weld area of pickup bedsides and also to any other area a tie-down mount may be needed, such as front and rear bumpers, wheelwells, etc. Information: www.finalsand.com or 800-667-4068.			Check Corporation Booth #12441 Check Corporation ambient lighting kits use the latest in LED lighting technology. Each LED strip contains four RGB LED lights, each capable of producing a consistent hue of eight different colors with a high- and low-intensity setting for each color. All of this is controlled with the use of one simple switch. Information: www.checkcorp.com or 800-927-6787.
Champion Brands Booth # 21131 According to Champion Brands, Classic Blue Flame performance diesel oil is a hybrid synthetic blend 15W-40 diesel engine oil that combines high-zinc performance additives, superior protection, advanced polymer technology and high TBN, supported by a carrier blend of synthetic and conventional base fluids. Information: www.championbrands.com or 800-821-5693.			Cooper Tire & Rubber Booth #43001 The Cooper Zeon RS3-A is the all-season tire in the ultra-high-performance family. According to the company, this performance tire provides the driver with dynamic handling that inspires confidence and control in all seasons. The RS3-A is available in 35 sizes ranging from 16- to 19-in. rim diameters and carrying a W-speed rating. Information: www.coopertire.com or 419-423-1321.			Extractor Booth #10943 The Extractor was primarily designed as a tool to aid in the removal of auto glass. The Hornet offers the same quality, same power and same dependability as the previous Extractor tools but with an all-new price. Information: www.extractortools.com or 877-628-8837.
Coverking Booth #20903 Protect your vehicle’s rear seats from your pets with Coverking’s new Pet Protector. Install this heavy-duty 1680 polyester, waterproof protector in seconds by attaching it to your headrests. (If headrests are not available, an alternative attachment method is included.) Machine wash on gentle and air dry for long-lasting protection. Information: www.coverking.com or 800-542-3274.			Contur Cabinet Booth #10252 Contur Cabinet will launch a new line of modern European-inspired garage cabinets at the 2011 SEMA Show. Advanced features, such as contoured front panel designs, choice of numerous colors and textures as well as state-of-the-art construction technology, make these all-metal storage cabinets truly exclusive. Information: www.conturcabinet.com or 514-439-3222.			Curt Manufacturing Booth #30035 Curt’s new easy-mount electrical bracket line provides an elegant and simple solution for mounting tow wiring to a vehicle. Easy-mount brackets simply rest over the receiver tube and are tightened with two bolts (provided). Then the tow wiring socket snaps or screws into the bracket. No drilling is required. Information: www.curtmfg.com or 877-CURTMFG.
Delta Kits Booth #32203 Delta Kits has introduced the MobilePro line of professional windshield repair systems along with Infinity 4.1 headlight coating in the company’s ClearPro Plus headlight restoration system. MobilePro windshield repair systems include components with a limited lifetime warranty and an expanded array of accessory tools. Information: www.deltakits.com or 800-548-8332.			Dill Air Controls Products Booth #41207 The Dill Air Controls new 1215 TPMS bundle features 80% sensor coverage, 95% kit coverage plus all the mechanical tools needed to service TPMS. Information: www.dillaircontrols.com or 919-692-2300.			Delcam Booth #10109 Delcam will launch the 2012 version of its FeatureCAM, a feature-based CAM system for faster and easier programming. According to Delcam, the most important improvement for increasing machine productivity comes from further developments in the use of stock models to cover 2-D features, including bosses, sides and slots. Information: www.delcam.com or 877-Delcam-1.