SEMA News—September 2013

RESEARCH
By Steve Campbell

2013 SEMA Annual Market Study Preview

Current Report Details Slow But Steady Industry Improvement

Things are looking up. That’s the overall impression cast by the just-released 2013 SEMA Annual Market Report. The new study provides a composite view of the automotive specialty-equipment industry and new-vehicle sales, and is packed with information and background that businesspeople from all market segments will want to access. The study is available now and can be downloaded here.

The report’s major findings include a return of growth for the industry overall. The street-performance niche continues to drive the rebound with a 15.3% year-over-year increase, but the light-truck niche also experienced the first growth in four years with a 1% increase in sales. The appearance and accessories segments are growing based largely on mobile electronics, even though interior and exterior appearance accessories sales continue to lag. And overall industry sales climbed 4.4% from 2011 to 2012 to reach $31.32 billion. That is an increase of more than $3 billion from the low point in 2009 during the Great Recession.

“The specialty-equipment market includes parts and accessories that are manufactured, sold and distributed for cars, light trucks and other passenger vehicles (motorcycles, ATVs, UTVs, boats, etc.),” the report says. “These products are designed to customize or enhance the performance, handling or appearance of new or used vehicles. The market does not, however, include direct repair or replacement parts intended to replicate factory specs (except in the case of restoration parts for older vehicles). The specialty-equipment market is often described as the parts you want rather than those you need. Some examples of products that fall into the specialty-equipment market include exhaust kits, suspension kits, custom wheels, stereo systems and engine modifications to increase horsepower.”

The report tracks two broad types of sub-groups within the automotive specialty-equipment market: three product segments and nine market niches. Product segments are groups of products that serve similar functions and are generally added for comparable purposes. The three segments defined by SEMA include accessory and appearance products; performance products; and wheels, tires and suspension. Vehicle types, how they are used and applicable components define the market niches, each of which may be outfitted with products from the three product segments. The nine niches defined by SEMA are:

• Street Performance
• Compact Performance
• Light Truck
• Restyling
• Restoration
• Off-Road
• Street Rod and Custom
• Racing
• Other

In some cases, inclusion in a niche may require a determination of the nature of the vehicle’s use. For instance, light trucks outfitted for the street and those used in off-road settings serve different purposes, so product design and use may determine which category a given vehicle is assigned to. Establishing the definitions may also involve how specific products are used and where they are sold. For example, products designed for the trail—even if they are used on-road—are designated as being part of the off-road market. To clarify the definitions, the report details the criteria and types of vehicles that are assigned to each niche as well as how the wide varieties of components are grouped into the segments.

As noted, the news is positive in virtually every segment and niche, with total sales increasing to well over $31 billion for the industry as a whole. The percentage of product sales increases ranges from 2.7% for wheels, tires and suspension and 4.9% for accessory and appearance products to 5.7% for performance products. The niches likewise show increases across the board, with the street-performance niche showing the greatest gains at a 15.3% sales increase during the reporting period. Even the street rod and custom niche improved 5.2% year over year (and, it should be noted, was one of the few niches in the industry that maintained relatively steady sales throughout the recession).

The report breaks out sales data in a variety of ways, allowing businesspeople to look at sales of specific product groupings within the segments over the course of a six-year period as well as the volume share of various outlets within the distribution channels. It provides details of where consumers most often make purchases not only in the overall marketplace, but also with detailed analyses of consumer purchase patterns within each niche.

The report also provides detailed data about where consumers do their pre-shopping research. Not surprisingly, the Internet is an increasingly popular venue for product searches, while chain auto parts stores are the number-one location for actual purchases for most buyers.

The increases in the sales of street-performance products run the gamut, with all three product segments showing nearly identical growth curves. Street performance by itself accounts for more than $7 billion of the industry’s total sales. Meanwhile, the compact-performance niche—which includes domestic as well as imported small vehicles—also posted gains year over year. The category boasted $5.04 billion in total sales, with the lion’s share coming from accessory and appearance products.

The report shows that the accessory and appearance product segment took the greatest hit in the light-truck niche. While product sales in all three segments declined, the accessory and appearance graph most closely mirrors the niche’s overall losses during the recession. The niche was hit with a double whammy when gas and diesel prices escalated during the past few years, further decimating what may be the niche most sensitive to fuel concerns.

The good news as the recovery takes hold is that new light-truck sales continued the upward trend that began in 2010. The report points out that the Ford F-Series is still the top-selling vehicle, followed by the Chevrolet Silverado.

The off-road niche, which is also composed of mainly light trucks, weathered the recession far better. Its overall sales aren’t nearly on par with those of the light-truck niche, but it maintained good sales in its major product segment, wheels, tires and suspension, and is now back to sales levels comparable to those just prior to the beginning of the economic downturn.

The restoration numbers tabulated in the report also show improvement, and while the niche hasn’t reached pre-recession levels due to accessory and appearance product sales declines, its sales in the other two segments have strengthened. The somewhat related street rod and custom niche, on the other hand, has shown steady incremental growth throughout the 12-year period that is reviewed in the niche sections of the report. The hobbyists who inhabit this niche have traditionally been older and more established, and their resources may not have been depleted to the same degree as those of other consumers.

The report also shows the racing niche rebounding after a slight decline in 2011. In fact, it is at its highest sales level in the entire period covered by the report. Not surprisingly, performance products far outstrip accessory and appearance parts in
that category.

The update on the first quarter of 2013 continues the upbeat news. That section of the 2013 SEMA Annual Market Report shows the third consecutive increase in new-vehicle sales, up 13% over the previous year, and it shows the automotive specialty-equipment industry outstripping overall gross domestic product increases.

“Unemployment continues to be a sore spot for the economy,” the report says, “though the rate has steadily decreased from the 2009 high. The unemployment rates in the United States have been declining overall the past few years and are forecast to continue to decline steadily through the next several years. Though the rate isn’t expected to quickly drop back to 2007 levels, economists are becoming more optimistic about improvements.”

The report points out that both income and consumption suffered big drops in 2009 but says that current figures seem to indicate that consumers are anticipating further improvements. One positive indicator is that the SEMA Show has experienced steady growth since 2009. “In 2012, the SEMA Show had its highest attendance ever,” the report says, “and 2013 is estimated to be even bigger.”

The update section contains further details from the SEMA Show regarding the New Products Showcase (which tallied a total of 1,929 unique entries in 2012) as well as information about the most recent Consumer Demand Index and the SEMA Financial Benchmarking Program. Those indicators are designed to provide SEMA members with comparative data about consumer buying intentions and comparisons between business operations.

The report shows that total car sales in 2012 increased about 18.9% compared with the previous year, while light-truck sales increased 8%. But there were declines in the sales of larger vehicles, including cars, CUVs, SUVs as well as small CUVs and small pickups, while midsize cars and luxury CUVs experienced the greatest growth in 2012 at 23.5% and 22.5% respectively.

SEMA conducts research on the automotive specialty-equipment market as a benefit to its members. Such projects are designed to help members understand sales trends, consumer needs and the influence of economic and auto industry changes. The majority of SEMA market research reports are available for download to SEMA members at  without charge.

SEMA’s market research department compiled this report using a multitude of sources. Telephone interviews, mailed questionnaires, Internet questionnaires and parallel research was conducted by Lang Marketing Resources, and the SEMA team mined the association’s consumer segmentation study to determine the buying habits of 3,000 specialty-equipment product buyers who each spent more than $100 per year on automotive accessories and modifications. Additional information on new-vehicle sales was collected from the Ward’s Auto website, and Experian provided information about vehicles registrations through the 2012 calendar year. In addition, the U.S. Census Bureau, the Federal Reserve, the Bureau of Economic Analysis and the U.S. Energy Information Administration provided data on national economic trends.

“Think of the 2013 SEMA Annual Market Report as a starting point for the information that SEMA can provide to help your business,” said Gavin Knapp, senior manager of market research for the association. “We encourage you to take advantage of its findings as well as all of the research reports available on the SEMA website, www.sema.org/research.”

SEMA News—September 2013

RESEARCH
By Steve Campbell

2013 SEMA Annual Market Study Preview

Current Report Details Slow But Steady Industry Improvement

Things are looking up. That’s the overall impression cast by the just-released 2013 SEMA Annual Market Report. The new study provides a composite view of the automotive specialty-equipment industry and new-vehicle sales, and is packed with information and background that businesspeople from all market segments will want to access. The study is available now and can be downloaded here.

The report’s major findings include a return of growth for the industry overall. The street-performance niche continues to drive the rebound with a 15.3% year-over-year increase, but the light-truck niche also experienced the first growth in four years with a 1% increase in sales. The appearance and accessories segments are growing based largely on mobile electronics, even though interior and exterior appearance accessories sales continue to lag. And overall industry sales climbed 4.4% from 2011 to 2012 to reach $31.32 billion. That is an increase of more than $3 billion from the low point in 2009 during the Great Recession.

“The specialty-equipment market includes parts and accessories that are manufactured, sold and distributed for cars, light trucks and other passenger vehicles (motorcycles, ATVs, UTVs, boats, etc.),” the report says. “These products are designed to customize or enhance the performance, handling or appearance of new or used vehicles. The market does not, however, include direct repair or replacement parts intended to replicate factory specs (except in the case of restoration parts for older vehicles). The specialty-equipment market is often described as the parts you want rather than those you need. Some examples of products that fall into the specialty-equipment market include exhaust kits, suspension kits, custom wheels, stereo systems and engine modifications to increase horsepower.”

The report tracks two broad types of sub-groups within the automotive specialty-equipment market: three product segments and nine market niches. Product segments are groups of products that serve similar functions and are generally added for comparable purposes. The three segments defined by SEMA include accessory and appearance products; performance products; and wheels, tires and suspension. Vehicle types, how they are used and applicable components define the market niches, each of which may be outfitted with products from the three product segments. The nine niches defined by SEMA are:

• Street Performance
• Compact Performance
• Light Truck
• Restyling
• Restoration
• Off-Road
• Street Rod and Custom
• Racing
• Other

In some cases, inclusion in a niche may require a determination of the nature of the vehicle’s use. For instance, light trucks outfitted for the street and those used in off-road settings serve different purposes, so product design and use may determine which category a given vehicle is assigned to. Establishing the definitions may also involve how specific products are used and where they are sold. For example, products designed for the trail—even if they are used on-road—are designated as being part of the off-road market. To clarify the definitions, the report details the criteria and types of vehicles that are assigned to each niche as well as how the wide varieties of components are grouped into the segments.

As noted, the news is positive in virtually every segment and niche, with total sales increasing to well over $31 billion for the industry as a whole. The percentage of product sales increases ranges from 2.7% for wheels, tires and suspension and 4.9% for accessory and appearance products to 5.7% for performance products. The niches likewise show increases across the board, with the street-performance niche showing the greatest gains at a 15.3% sales increase during the reporting period. Even the street rod and custom niche improved 5.2% year over year (and, it should be noted, was one of the few niches in the industry that maintained relatively steady sales throughout the recession).

The report breaks out sales data in a variety of ways, allowing businesspeople to look at sales of specific product groupings within the segments over the course of a six-year period as well as the volume share of various outlets within the distribution channels. It provides details of where consumers most often make purchases not only in the overall marketplace, but also with detailed analyses of consumer purchase patterns within each niche.

The report also provides detailed data about where consumers do their pre-shopping research. Not surprisingly, the Internet is an increasingly popular venue for product searches, while chain auto parts stores are the number-one location for actual purchases for most buyers.

The increases in the sales of street-performance products run the gamut, with all three product segments showing nearly identical growth curves. Street performance by itself accounts for more than $7 billion of the industry’s total sales. Meanwhile, the compact-performance niche—which includes domestic as well as imported small vehicles—also posted gains year over year. The category boasted $5.04 billion in total sales, with the lion’s share coming from accessory and appearance products.

The report shows that the accessory and appearance product segment took the greatest hit in the light-truck niche. While product sales in all three segments declined, the accessory and appearance graph most closely mirrors the niche’s overall losses during the recession. The niche was hit with a double whammy when gas and diesel prices escalated during the past few years, further decimating what may be the niche most sensitive to fuel concerns.

The good news as the recovery takes hold is that new light-truck sales continued the upward trend that began in 2010. The report points out that the Ford F-Series is still the top-selling vehicle, followed by the Chevrolet Silverado.

The off-road niche, which is also composed of mainly light trucks, weathered the recession far better. Its overall sales aren’t nearly on par with those of the light-truck niche, but it maintained good sales in its major product segment, wheels, tires and suspension, and is now back to sales levels comparable to those just prior to the beginning of the economic downturn.

The restoration numbers tabulated in the report also show improvement, and while the niche hasn’t reached pre-recession levels due to accessory and appearance product sales declines, its sales in the other two segments have strengthened. The somewhat related street rod and custom niche, on the other hand, has shown steady incremental growth throughout the 12-year period that is reviewed in the niche sections of the report. The hobbyists who inhabit this niche have traditionally been older and more established, and their resources may not have been depleted to the same degree as those of other consumers.

The report also shows the racing niche rebounding after a slight decline in 2011. In fact, it is at its highest sales level in the entire period covered by the report. Not surprisingly, performance products far outstrip accessory and appearance parts in
that category.

The update on the first quarter of 2013 continues the upbeat news. That section of the 2013 SEMA Annual Market Report shows the third consecutive increase in new-vehicle sales, up 13% over the previous year, and it shows the automotive specialty-equipment industry outstripping overall gross domestic product increases.

“Unemployment continues to be a sore spot for the economy,” the report says, “though the rate has steadily decreased from the 2009 high. The unemployment rates in the United States have been declining overall the past few years and are forecast to continue to decline steadily through the next several years. Though the rate isn’t expected to quickly drop back to 2007 levels, economists are becoming more optimistic about improvements.”

The report points out that both income and consumption suffered big drops in 2009 but says that current figures seem to indicate that consumers are anticipating further improvements. One positive indicator is that the SEMA Show has experienced steady growth since 2009. “In 2012, the SEMA Show had its highest attendance ever,” the report says, “and 2013 is estimated to be even bigger.”

The update section contains further details from the SEMA Show regarding the New Products Showcase (which tallied a total of 1,929 unique entries in 2012) as well as information about the most recent Consumer Demand Index and the SEMA Financial Benchmarking Program. Those indicators are designed to provide SEMA members with comparative data about consumer buying intentions and comparisons between business operations.

The report shows that total car sales in 2012 increased about 18.9% compared with the previous year, while light-truck sales increased 8%. But there were declines in the sales of larger vehicles, including cars, CUVs, SUVs as well as small CUVs and small pickups, while midsize cars and luxury CUVs experienced the greatest growth in 2012 at 23.5% and 22.5% respectively.

SEMA conducts research on the automotive specialty-equipment market as a benefit to its members. Such projects are designed to help members understand sales trends, consumer needs and the influence of economic and auto industry changes. The majority of SEMA market research reports are available for download to SEMA members at  without charge.

SEMA’s market research department compiled this report using a multitude of sources. Telephone interviews, mailed questionnaires, Internet questionnaires and parallel research was conducted by Lang Marketing Resources, and the SEMA team mined the association’s consumer segmentation study to determine the buying habits of 3,000 specialty-equipment product buyers who each spent more than $100 per year on automotive accessories and modifications. Additional information on new-vehicle sales was collected from the Ward’s Auto website, and Experian provided information about vehicles registrations through the 2012 calendar year. In addition, the U.S. Census Bureau, the Federal Reserve, the Bureau of Economic Analysis and the U.S. Energy Information Administration provided data on national economic trends.

“Think of the 2013 SEMA Annual Market Report as a starting point for the information that SEMA can provide to help your business,” said Gavin Knapp, senior manager of market research for the association. “We encourage you to take advantage of its findings as well as all of the research reports available on the SEMA website, www.sema.org/research.”

SEMA News—September 2013

INDUSTRY NEWS

SEMA SPY PHOTOS

Photos copyright KGP Photography. Reuse or reproduction without the copyright holder’s consent is prohibited.

SEMA News—September 2013

INDUSTRY NEWS

SEMA SPY PHOTOS

Photos copyright KGP Photography. Reuse or reproduction without the copyright holder’s consent is prohibited.

SEMA News—September 2013

INDUSTRY NEWS

SEMA SPY PHOTOS

Photos copyright KGP Photography. Reuse or reproduction without the copyright holder’s consent is prohibited.

SEMA News—September 2013

INDUSTRY NEWS

SEMA SPY PHOTOS

Photos copyright KGP Photography. Reuse or reproduction without the copyright holder’s consent is prohibited.

SEMA News—September 2013

INDUSTRY NEWS

SEMA SPY PHOTOS

Photos copyright KGP Photography. Reuse or reproduction without the copyright holder’s consent is prohibited.

SEMA News—September 2013

INDUSTRY NEWS

SEMA SPY PHOTOS

Photos copyright KGP Photography. Reuse or reproduction without the copyright holder’s consent is prohibited.

SEMA News—September 2013

EVENTS
By Steve Campbell

Information for New Exhibitors at the 2013 SEMA Show

Take Advantage of the Programs, Promotions and Tools

More than 130,000 industry professionals are expected at the Show, which is open only to those individuals who are employed in the automotive industry. It is designed to provide manufacturers of automotive products and accessories with a venue to connect and do business with buyers from throughout the world, so the better informed exhibitors are, the more successful their experience will be.

Read the Exhibitor Manual

The number-one tool for new exhibitors—for all exhibitors, really—is the online Exhibitor Services Manual, where the Show organizers have housed all of the resources pertinent to successfully displaying at the SEMA Show. The online ESM has been redesigned this year and includes general information as well as a list of cost-saving deadlines and all of the online forms an exhibitor might need to secure booth items. Each section is broken down to the basics for ease of navigation. Simply click the buttons on the left side of the table of contents webpage to see the products and services available.

• About the Show
• Badges, Registration & Special Events
• Hotels, Parking & Travel
• Marketing, Advertising & Sponsorships

• 	The number-one tool for new exhibitors—for all exhibitors, really—is the online Exhibitor Services Manual, where the Show organizers have housed all of the resources pertinent to successfully displaying at the SEMA Show.

  Meeting Rooms
• Guidelines & Policies
• Vehicles/Car Display—Opportunities
• Target Times—When Your Freight Must Be at Your Booth
• Freeman Ordering Procedures
• Carpet, Furnishings & Booth Rentals—Freeman
• Hanging Signs—Freeman
• Hanging Truss & Chain Hoist—Freeman
• Labor—Freeman
• Booth Services
• Freight Shipping
• Freight/Drayage/Material Handling

“The redesigned ESM comes at an ideal time, as exhibitors are now gearing up to register staff, book hotel rooms and planning the physical layout of their booths,” said Peter MacGillivray, SEMA vice president of communications and events. “Of particular interest is the information under the ‘About the Show’ section, where exhibitors will find a list of frequently asked questions, a glossary of terms, details about what is included with a booth and deadlines that started appearing as early as July but are still ongoing. In many cases, exhibitors will see significant cost savings and generate maximum exposure by beating those deadlines.”

We’ve included a few highlights from the manual here, but every exhibitor should get to know the ESM thoroughly to better understand the available tools and ensure ease of participation, provide better visibility with buyers and save time and money. Exhibitors may wish to also have key staff and agencies familiarize themselves with the ESM; more sets of eyes can find more usable information and greater savings.

The companies mentioned in the ESM are the official vendors of the SEMA Show. They were chosen for their understanding of the Show and their high levels of customer service. The Show organizers worked with them to create value pricing and flexible terms, and the organizers recommend that exhibitors consider all of these companies as they create their Show plans.

Included With Each Booth

Even basic SEMA Show booths consist of far more than just floor space. For instance, exhibitors who contract for 400 sq. ft. or less of exhibit space receive free handling for up to 500 lbs. of materials. Those with 450 sq. ft. or more receive a special discount on carpeting of only $1.85 per sq. ft. And every exhibitor receives one SEMA Industry Awards Banquet ticket for each 100 sq. ft. of exhibit space (while tickets last), though they must reserve up to a maximum of 10 tickets per exhibitor.

Every exhibitor is additionally provided with access to Education Days seminars and one free entry in the New Products Showcase or Featured Product Showcase (see below), which is a major attraction for buyers and media from throughout the country and the world. Other included media benefits are company listings in the official SEMA Show Pocket Guide and SEMA Show Directory for booths who confirmed by the August 30 deadline (after August 30, companies will be listed in the Show Directory Addendum). In addition, each exhibitor’s company and product listings are maintained throughout the year in the official SEMA Show online floorplan and directory.

Certain physical booth accessories are included. Each linear booth comes equipped with an 8-ft.-high drape backdrop and 3-ft.-high drape side dividers. Linear booths that are adjacent to a peninsula booth will have an 8-ft. drape between the two booths, and each peninsula exhibit is fitted with an 8-ft.-high full back wall drape. Peninsula exhibits may also construct a full back wall to a maximum of 16 ft. No drape is provided for island exhibits. All aisles are carpeted, and every booth receives a 7x44-in. company identification sign with 24-hour exhibitor hall access.

New Products Showcase

The New Products Showcase is now located in the Upper South Hall of the Las Vegas Convention Center. In addition to descriptive signs positioned adjacent to each product, electronic scanners are provided to attendees for use in downloading information for every product entered. The showcase allows exhibitors to introduce new products, packaging and merchandising to industry buyers and media—but the exposure doesn’t end when the Show closes.

Products are photographed before being placed in the display cases, and the photos and descriptions are housed throughout the following year on a SEMA website at www.SEMAphotos.com for use by media and consumers. Products that meet the new-product criteria may also qualify to receive inclusion in the judging for New Product Awards, and displayed products are also featured in SEMA News magazine.

The first product entered in the New Products Showcase is free when submitted online. All additional entries are $75 per product category if entered by Friday, October 11. After October 11, the fee is $150 per product category. Entries submitted on-site will be accepted based on space availability.

For more complete information, visit here.

Pre-Show Promotions

Exhibitors may start drawing buyers to their booths long before the SEMA Show begins through the use of buyer mailing labels. The user-friendly online attendee list rental and marketing system helps exhibitors reach qualified buyers for specific products and services through professional-looking marketing messages. The buyers can be targeted by industry segment, demographic profile or geographic area, and the list counts can be modified to meet individual budget requirements. Complete information is available here.

Generate, Establish and Follow Up With Leads

The use of lead-retrieval products and services from CompuSystems offers another way to connect exhibitors with Show attendees before, during and after the event. The TrafficMax attendee promotional service can be used to send customized marketing messages to the exhibitor’s target audience, and once buyers are on-site, their information and qualifications can be quickly captured using CompuLEAD lead-retrieval products. When the Show ends, exhibitors that used a CompuLEAD device have access to BuyerConnect, a post-Show follow-up service. This suite of products is designed to help exhibitors maximize their return on investment. Complete information is available here.

Displaying a Vehicle

There’s nothing like displaying a product actually installed on an eye-catching vehicle to attract the attention of buyers and media, and the SEMA Show provides two opportunities to do so: either in the exhibitor’s booth or in another location on the Show floor or grounds.

Booth vehicles may occupy no more than 80% of the contracted exhibit space and must be set back 10 in. from the aisle. There are strict rules pertaining to the promotion of products from non-exhibiting manufacturers (visit here), but exhibitors do not need to check in their booth vehicles; they simply report to the freight door nearest their booth at any time during exhibitor move-in hours.

Vehicles displayed in other areas of the Show floor or grounds may be entered in the SEMA Show Feature Vehicle Program, which provides extensive exposure. Vehicle spaces are $399 each, and while any exhibitor may submit multiple applications, each company is guaranteed only one vehicle placement, with additional placements dependent upon space availability. Multiple vehicles from the same company may not be placed together.

Each vehicle must be sponsored by a company exhibiting at the 2013 SEMA Show, with the same rules noted above concerning the promotion of products from non-exhibiting manufacturers. Confirmation of placement for companies submitting multiple vehicles will be sent no later than October 11.

For more information about booth vehicles, visit here. For more about the Feature Vehicle Program, visit here.

SEMA Publications and Sponsorship Opportunities

Members of the press from every type of outlet and from all over the world converge every year in Las Vegas to cover the SEMA Show, and that equates to terrific opportunities for exhibitors to promote their products. In addition, SEMA produces multiple publications that provide information and promotional opportunities well in advance of the Show. These publications are distributed to the full breadth of industry professionals and include the monthly SEMA News magazine, weekly electronic newsletter SEMA eNews and SEMA Show Daily, which is produced on-site in Las Vegas throughout the Show.

In addition to the advertising options, the SEMA Show also offers numerous sponsorship opportunities, including everything from billboard kiosk ad panels and hanging banners to sponsorship of the SEMA Media Center and Wi-Fi sponsorships. There are also multiple-feature value packs and—specifically for newcomers—a First-Time Exhibitor Sponsorship package.

The first-timer package includes one aisle sign, a single-sided billboard kiosk panel, a ½-page four-color (horizontal only) ad in the official SEMA Show Directory, a ½-page four-color (horizontal only) ad in the SEMA Show Pocket Guide and inclusion in a sponsor-acknowledgement ad in the official SEMA Show Directory.

For information about advertising and sponsorship opportunities, contact Brian Paik at 909-978-6677 or Monica Terlouw at 909-978-6695.

Public Relations Opportunities

As noted, media coverage can play a significant role in the success of exhibiting at the SEMA Show, and there is a wealth of avenues for generating coverage of a company and its products. The programs include press-release distribution—both online and as hard copies placed in the SEMA Show Media Center—as well as press conferences, listings of celebrity appearances, product training sessions, social-media connections, after-hours parties and special events.

Media throughout the world will use information from these sources to fill their publications, the airwaves and Internet content sites. In most cases, these opportunities are limited and are accommodated on a first-come, first-served basis, and media begin visiting the online media center at well before the actual Show. For complete information about PR programs, either prior to, during or after the SEMA Show, contact SEMA Director of PR Della Domingo via e-mail at dellad@sema.org or by phone at 909-978-6723.

Last-Minute Webinar for First-Timers

Exhibiting at the SEMA Show takes some planning and preparation, and there are a number of details that may not occur to a first-timer until just a few weeks before the doors open. The Show organizers have put together a webinar—an online seminar that requires only a computer and an Internet connection for participation—designed to answer some of the most frequently asked logistical questions. They include what to do when you arrive at your hotel, how and where to arrange transportation, parking while at the Show, moving in and moving out, taking care of yourself, eating well and much more.

The webinar is scheduled to take place September 19. For information about participating and to register, visit here.

See you at the SEMA Show!

SEMA News—September 2013

EVENTS
By Steve Campbell

Information for New Exhibitors at the 2013 SEMA Show

Take Advantage of the Programs, Promotions and Tools

More than 130,000 industry professionals are expected at the Show, which is open only to those individuals who are employed in the automotive industry. It is designed to provide manufacturers of automotive products and accessories with a venue to connect and do business with buyers from throughout the world, so the better informed exhibitors are, the more successful their experience will be.

Read the Exhibitor Manual

The number-one tool for new exhibitors—for all exhibitors, really—is the online Exhibitor Services Manual, where the Show organizers have housed all of the resources pertinent to successfully displaying at the SEMA Show. The online ESM has been redesigned this year and includes general information as well as a list of cost-saving deadlines and all of the online forms an exhibitor might need to secure booth items. Each section is broken down to the basics for ease of navigation. Simply click the buttons on the left side of the table of contents webpage to see the products and services available.

• About the Show
• Badges, Registration & Special Events
• Hotels, Parking & Travel
• Marketing, Advertising & Sponsorships

• 	The number-one tool for new exhibitors—for all exhibitors, really—is the online Exhibitor Services Manual, where the Show organizers have housed all of the resources pertinent to successfully displaying at the SEMA Show.

  Meeting Rooms
• Guidelines & Policies
• Vehicles/Car Display—Opportunities
• Target Times—When Your Freight Must Be at Your Booth
• Freeman Ordering Procedures
• Carpet, Furnishings & Booth Rentals—Freeman
• Hanging Signs—Freeman
• Hanging Truss & Chain Hoist—Freeman
• Labor—Freeman
• Booth Services
• Freight Shipping
• Freight/Drayage/Material Handling

“The redesigned ESM comes at an ideal time, as exhibitors are now gearing up to register staff, book hotel rooms and planning the physical layout of their booths,” said Peter MacGillivray, SEMA vice president of communications and events. “Of particular interest is the information under the ‘About the Show’ section, where exhibitors will find a list of frequently asked questions, a glossary of terms, details about what is included with a booth and deadlines that started appearing as early as July but are still ongoing. In many cases, exhibitors will see significant cost savings and generate maximum exposure by beating those deadlines.”

We’ve included a few highlights from the manual here, but every exhibitor should get to know the ESM thoroughly to better understand the available tools and ensure ease of participation, provide better visibility with buyers and save time and money. Exhibitors may wish to also have key staff and agencies familiarize themselves with the ESM; more sets of eyes can find more usable information and greater savings.

The companies mentioned in the ESM are the official vendors of the SEMA Show. They were chosen for their understanding of the Show and their high levels of customer service. The Show organizers worked with them to create value pricing and flexible terms, and the organizers recommend that exhibitors consider all of these companies as they create their Show plans.

Included With Each Booth

Even basic SEMA Show booths consist of far more than just floor space. For instance, exhibitors who contract for 400 sq. ft. or less of exhibit space receive free handling for up to 500 lbs. of materials. Those with 450 sq. ft. or more receive a special discount on carpeting of only $1.85 per sq. ft. And every exhibitor receives one SEMA Industry Awards Banquet ticket for each 100 sq. ft. of exhibit space (while tickets last), though they must reserve up to a maximum of 10 tickets per exhibitor.

Every exhibitor is additionally provided with access to Education Days seminars and one free entry in the New Products Showcase or Featured Product Showcase (see below), which is a major attraction for buyers and media from throughout the country and the world. Other included media benefits are company listings in the official SEMA Show Pocket Guide and SEMA Show Directory for booths who confirmed by the August 30 deadline (after August 30, companies will be listed in the Show Directory Addendum). In addition, each exhibitor’s company and product listings are maintained throughout the year in the official SEMA Show online floorplan and directory.

Certain physical booth accessories are included. Each linear booth comes equipped with an 8-ft.-high drape backdrop and 3-ft.-high drape side dividers. Linear booths that are adjacent to a peninsula booth will have an 8-ft. drape between the two booths, and each peninsula exhibit is fitted with an 8-ft.-high full back wall drape. Peninsula exhibits may also construct a full back wall to a maximum of 16 ft. No drape is provided for island exhibits. All aisles are carpeted, and every booth receives a 7x44-in. company identification sign with 24-hour exhibitor hall access.

New Products Showcase

The New Products Showcase is now located in the Upper South Hall of the Las Vegas Convention Center. In addition to descriptive signs positioned adjacent to each product, electronic scanners are provided to attendees for use in downloading information for every product entered. The showcase allows exhibitors to introduce new products, packaging and merchandising to industry buyers and media—but the exposure doesn’t end when the Show closes.

Products are photographed before being placed in the display cases, and the photos and descriptions are housed throughout the following year on a SEMA website at www.SEMAphotos.com for use by media and consumers. Products that meet the new-product criteria may also qualify to receive inclusion in the judging for New Product Awards, and displayed products are also featured in SEMA News magazine.

The first product entered in the New Products Showcase is free when submitted online. All additional entries are $75 per product category if entered by Friday, October 11. After October 11, the fee is $150 per product category. Entries submitted on-site will be accepted based on space availability.

For more complete information, visit here.

Pre-Show Promotions

Exhibitors may start drawing buyers to their booths long before the SEMA Show begins through the use of buyer mailing labels. The user-friendly online attendee list rental and marketing system helps exhibitors reach qualified buyers for specific products and services through professional-looking marketing messages. The buyers can be targeted by industry segment, demographic profile or geographic area, and the list counts can be modified to meet individual budget requirements. Complete information is available here.

Generate, Establish and Follow Up With Leads

The use of lead-retrieval products and services from CompuSystems offers another way to connect exhibitors with Show attendees before, during and after the event. The TrafficMax attendee promotional service can be used to send customized marketing messages to the exhibitor’s target audience, and once buyers are on-site, their information and qualifications can be quickly captured using CompuLEAD lead-retrieval products. When the Show ends, exhibitors that used a CompuLEAD device have access to BuyerConnect, a post-Show follow-up service. This suite of products is designed to help exhibitors maximize their return on investment. Complete information is available here.

Displaying a Vehicle

There’s nothing like displaying a product actually installed on an eye-catching vehicle to attract the attention of buyers and media, and the SEMA Show provides two opportunities to do so: either in the exhibitor’s booth or in another location on the Show floor or grounds.

Booth vehicles may occupy no more than 80% of the contracted exhibit space and must be set back 10 in. from the aisle. There are strict rules pertaining to the promotion of products from non-exhibiting manufacturers (visit here), but exhibitors do not need to check in their booth vehicles; they simply report to the freight door nearest their booth at any time during exhibitor move-in hours.

Vehicles displayed in other areas of the Show floor or grounds may be entered in the SEMA Show Feature Vehicle Program, which provides extensive exposure. Vehicle spaces are $399 each, and while any exhibitor may submit multiple applications, each company is guaranteed only one vehicle placement, with additional placements dependent upon space availability. Multiple vehicles from the same company may not be placed together.

Each vehicle must be sponsored by a company exhibiting at the 2013 SEMA Show, with the same rules noted above concerning the promotion of products from non-exhibiting manufacturers. Confirmation of placement for companies submitting multiple vehicles will be sent no later than October 11.

For more information about booth vehicles, visit here. For more about the Feature Vehicle Program, visit here.

SEMA Publications and Sponsorship Opportunities

Members of the press from every type of outlet and from all over the world converge every year in Las Vegas to cover the SEMA Show, and that equates to terrific opportunities for exhibitors to promote their products. In addition, SEMA produces multiple publications that provide information and promotional opportunities well in advance of the Show. These publications are distributed to the full breadth of industry professionals and include the monthly SEMA News magazine, weekly electronic newsletter SEMA eNews and SEMA Show Daily, which is produced on-site in Las Vegas throughout the Show.

In addition to the advertising options, the SEMA Show also offers numerous sponsorship opportunities, including everything from billboard kiosk ad panels and hanging banners to sponsorship of the SEMA Media Center and Wi-Fi sponsorships. There are also multiple-feature value packs and—specifically for newcomers—a First-Time Exhibitor Sponsorship package.

The first-timer package includes one aisle sign, a single-sided billboard kiosk panel, a ½-page four-color (horizontal only) ad in the official SEMA Show Directory, a ½-page four-color (horizontal only) ad in the SEMA Show Pocket Guide and inclusion in a sponsor-acknowledgement ad in the official SEMA Show Directory.

For information about advertising and sponsorship opportunities, contact Brian Paik at 909-978-6677 or Monica Terlouw at 909-978-6695.

Public Relations Opportunities

As noted, media coverage can play a significant role in the success of exhibiting at the SEMA Show, and there is a wealth of avenues for generating coverage of a company and its products. The programs include press-release distribution—both online and as hard copies placed in the SEMA Show Media Center—as well as press conferences, listings of celebrity appearances, product training sessions, social-media connections, after-hours parties and special events.

Media throughout the world will use information from these sources to fill their publications, the airwaves and Internet content sites. In most cases, these opportunities are limited and are accommodated on a first-come, first-served basis, and media begin visiting the online media center at well before the actual Show. For complete information about PR programs, either prior to, during or after the SEMA Show, contact SEMA Director of PR Della Domingo via e-mail at dellad@sema.org or by phone at 909-978-6723.

Last-Minute Webinar for First-Timers

Exhibiting at the SEMA Show takes some planning and preparation, and there are a number of details that may not occur to a first-timer until just a few weeks before the doors open. The Show organizers have put together a webinar—an online seminar that requires only a computer and an Internet connection for participation—designed to answer some of the most frequently asked logistical questions. They include what to do when you arrive at your hotel, how and where to arrange transportation, parking while at the Show, moving in and moving out, taking care of yourself, eating well and much more.

The webinar is scheduled to take place September 19. For information about participating and to register, visit here.

See you at the SEMA Show!