The writers, editors, commentators and hosts who flock to the SEMA Show in Las Vegas generate ideas for enough technical, how-to and feature stories to last a whole year. Those stories come about because savvy specialty-equipment companies feed leads about their products to the attending media.

Thousands of writers, editors and commentators will flock to Las Vegas from November 1–4 to gather material for their publications, blogs and broadcasts. Don’t assume that the media will find you just because you’re exhibiting, however.

They will be surrounded by nearly 2,000 businesses that would love to receive publicity, so they will go to those companies whose products they find interesting. SEMA has tools that will help ensure that they know about yours.

2011 SEMA Show Directory

Media and other SEMA Show attendees find booths, learn about companies and establish contacts using the SEMA Show Directory and the SEMA Show Pocket Guide. Most take the directory and guide back to their offices and refer to them throughout the year when they look for story sources. In order to be included in these two printed directories, your SEMA Show exhibitor booth space must be reserved by September 2, 2011. If you have any questions or need assistance regarding your company’s directory listing, contact Marel Del Rio at 909/978-6740.

PR Contact Information

SEMA also publishes a list of exhibiting companies’ public relations and marketing contacts so that the media can connect with the right person at each company for information or to set up interviews. To be included in the list, e-mail the following information to pr@sema.org with the subject line “Exhibitor PR Contact Info.” Include the exhibiting company’s name, contact person’s name, contact company (if different from the exhibitor, such as a marketing or PR firm), phone number, e-mail address, a SEMA Show onsite mobile phone number and exhibitor booth number. The deadline to submit this information is September 16.

Media Conference

		The SEMA Show Media Center Sponsored by Continental Tire serves as “home base” for thousands of editors and reporters during the Show.

Any exhibitor that is making a newsworthy announcement at the SEMA Show is invited to hold a press conference. To reserve a place in the schedule, visit here. Follow the steps to complete the form and submit it by September 2. (Conferences are not intended for new-product announcements, and exhibitors are not authorized to hold media conferences outside of the official schedule or offsite during SEMA Show hours.) Applications will be screened for inclusion in the schedule, and companies that receive a scheduled time should independently promote their media conference to ensure maximum attendance.

Ideas Alive: Featuring the New Products Showcase

Entering a new product in the Ideas Alive: Featuring the New Products Showcase is a terrific way to introduce media members to your company. The display provides all exhibitors with an easy and affordable way to gain product exposure, and now there are three ways to participate: new products, first-time exhibitor products and featured products. To participate in the program, fill out the New Products Showcase entry form by October 7. The first entry in any category is free, and all additional entries are $75 per product category if received by October 7. After October 7, the fee is $150 per product category, and entries submitted onsite will be accepted based on space availability.

Celebrity Appearances and Famous Vehicles

Scheduling a celebrity appearance is another great way to generate media traffic to your booth. SEMA publicizes celebrity appearances—both human and vehicular—on the SEMA Show website and in association publications, including SEMA News and SEMA eNews. To have your celebrity or famous-car appearance publicized, visit www.SEMAShow.com/celebrity. The earlier the information is received, the more opportunities it will have to be publicized, but the deadline for submissions is September 2. For more information, contact SEMA Trade Shows Specialist Lisa Schafer at lisas@sema.org or 909/978-6742.

Exhibitor Product Training Session

Exhibitor Product Training Sessions allow exhibitors to explain and demonstrate product applications and uses, but they are also an excellent way to inform media members about products that may be covered in technical or how-to stories. The training sessions are included in the schedules published on www.SEMAShow.com as well as in printed publications, such as the SEMA Show Pocket Guide. The charge to the exhibitor for each 30-minute time slot is only $125, and admission is free to all attendees. Visit here for additional information.

To receive the latest updates about the 2011 SEMA Show, subscribe to SEMA eNews. Here is more information about working with the media at the SEMA Show.

Tip #1: Read All About It

To get the best possible jump on preparing for the SEMA Show, read the Exhibitor Manual (EM), which is available now. Read it all. It contains a wealth of information, including money-saving programs and features that can help make your first SEMA Show a triumph. The EM is a comprehensive how-to guide for SEMA Show exhibitors and contains complete information about many of the other tips that follow. The online EM features links to a full range of exhibitor information and an easy-to-use search function to make it simple for exhibitors to find what they need. Among the host of details included are applications for entering the New Products Showcase, conducting a press conference, displaying a feature vehicle, ordering electricity, announcing a celebrity guest appearance and more. Reading the EM and following its guidelines will take you 90% of the way to enjoying a successful SEMA Show.

Tip #2: Create a Plan

Set goals for what you want to get out of the SEMA Show and then create a plan for how you intend to achieve your objectives. Clearly define your budget based on items such as booth size, number of employees you will have in attendance, transportation and housing costs, pre-Show and at-Show marketing plans—every investment you will make to efficiently and effectively take advantage of the SEMA Show’s terrific opportunities to build business. Ensure that you register booth personnel well in advance of the Show (go to www.SEMAShow.com and under the “Exhibitors” box, click on “Register Staff” from the list). Ensure that your personnel are trained for their sales duties while at the Show, and consider how you will capture sales leads. All buyers will have a badge with their registration information encoded on it, which can be recorded on a lead retrieval scanner available from CompuSystems. (For more information, contact CompuSystems at 866/600-5323 or 708/786-5565).

Tip #3: It’s About the Money

As you go through the EM and create your SEMA Show plan, concentrate first on the “Budget Checklist,” located left at the top of the Exhibitor Manual online contents page. The “Budget Checklist” is an extremely convenient pop-up calculator that includes entries for nearly every SEMA Show contingency—from booth-space rental and building an exhibit to marketing costs and staffing expenses. As you put your information together, the “Budget Checklist” keeps a running total so that you can make changes to fit your allotted expenditures.

Tip #4: It’s About Time

The Exhibitor Manual provides comprehensive information about creating a budget, setting up a booth, displaying a feature vehicle and much more. Reading the EM and following its guidelines will save time, money and effort, so you can enjoy a successful SEMA Show.

It’s easy to overlook a deadline when you get busy prepping for the SEMA Show in addition to maintaining your normal business schedule. The “Deadline Checklist,” also on the Exhibitor Manual homepage, can be just the memory aid you need. The list details all of the important dates connected with the Show, including deadlines for marketing, booth-material ordering, lead-retrieval rental, New Products Showcase entries, registration dates and more. We suggest entering the dates pertinent to your company into your smartphone or organizer with alarms or, at the very least, printing the list and checking off the dates as you complete the step for the various deadlines.

Tip #5: Can I Do That?

The Exhibitor Manual contains a list of the SEMA Show’s Top 10 Do’s and Don’ts comprised of the most common issues that can create problems. The Show Management staff can alleviate nearly any situation you encounter, but it’s far better to avoid negative experiences entirely by knowing the rules. For instance, taking photographs or video of another exhibitor’s booth is forbidden unless that exhibitor has given you express permission, and severe penalties are in place for violations of intellectual property rights. Ensure that you read the complete list so that you understand your rights and don’t encounter time-consuming problems.

Tip #6: You Can Rent That!

Many of the items an exhibitor needs to set-up a well-functioning booth can be rented from suppliers that have been working with SEMA Show exhibitors for years. They know what works, and they can advise first-timers about the best equipment for specific needs. Read the “Frequently Rented Items (First-Timer Cheat Sheet)” list (available through the online Exhibitor Manual). For the best rates, refer to the “Deadline Checklist’s” Advance Rate deadline. And be sure to check out the free material-handling offer if you will have less than 1,000 lbs. of material delivered to the Show in a private vehicle.

Tip #7: Air Reservation Discounts

There are savings to be had in the sky. Booking early for any trip is always a good idea in order to get the best pricing, and the SEMA Show organizers have also been working with major air carriers to acquire discounted airfare to this year’s event. American, Continental, Delta and United are among the airlines that are offering up to 10% off of round-trip airfare to Las Vegas. Visit the SEMA Show travel site for details, promotion codes and valid travel dates.

Tip #8: Check Your Listing!

Buyers, media and other attendees use the SEMA Show Directory and the SEMA Show Pocket Guide to find booths and plan their exhibitor visits. Many also keep one or both publications all year as references for manufacturer contact information. Be sure that your directory listing is accurate, including information such as telephone, website as well as company description. The deadline to update your SEMA Show Directory listing information is September 2. Your company’s designated SEMA Show contact will receive specific instructions via e-mail about how to update company information, but if you have any questions or need assistance, contact Marel Del Rio at 909/978-6740. One quick phone call will ensure that your listing gets properly printed.

Tip #9: Update Your Company Website

Everyone from buyers to consumers visit websites for both product information and to make purchases. Ensuring that the information contained on your site is accurate and up-to-date is always important but can be crucial in the period leading up to and immediately following the SEMA Show. Be sure that all links function as intended, that contact information is prominently displayed and that frequently asked questions are thoroughly addressed. If you’re planning to add new products or new functionality, there is no better time to do so than in the weeks leading up to the SEMA Show.

Tip #10: Know Your Booth (and How to Ship It)

Many first-time exhibitors don’t know what comes with a SEMA Show booth or the most effective methods to ship display materials. The online EM contains checklists for both. Refer to the “What Comes With a Booth?” link on the EM homepage to see what every booth package includes, and read the “ABCs of Shipping Your Booth to the Show” under the “Freight Shipping” section to learn about the scope of services offered by Freeman Transportation, the SEMA Show’s official provider. From pricing to quality carrier services, it’s worth the effort to investigate your options.

Tip #11: Enter a Product in the New Products Showcase

Ideas Alive: Featuring the New Products Showcase is a leading destination for SEMA Show attendees. Electronic scanners are provided to buyers and media to capture product information that can be downloaded in several formats, and the first product category entered is free.

One of the primary reasons that buyers and media attend the SEMA Show is to learn what’s new and to make contacts for future business. Ideas Alive: Featuring the New Products Showcase, is a leading destination on both counts. Located in upper South Hall, Ideas Alive is a 35,000-sq.-ft. flurry of activity from 8:00 a.m. to the close of the hall every day of the Show. Electronic scanners are provided to buyers and media to capture product information that can be downloaded in several formats, and the first product category entered is free using your exhibitor password. (Additional entries are $75 per product category if received by October 7; after, the fee is $150 per product category. Entries submitted on site will be accepted based on space availability.) All new products entered are eligible to win recognition as a “Best New Product” during judging prior to the highly anticipated New Products Breakfast, to be held Tuesday, November 1, from 7:30 a.m.–8:45 a.m. at the Las Vegas Hilton.

Tip #12: Enter a Featured Product

The SEMA Show organizers have developed a new opportunity for any exhibitor that doesn’t have a “new” product this year but wishes to showcase a product that is indicative of the kind of work the company does. The Featured Products will be on display within the New Products Showcase in Ideas Alive. Any exhibitor may place products in either area, though, only the first entry in a category is free, and subsequent entries will incur the fee structure noted in the New Product Showcase tip above. A Featured Products entry is a terrific opportunity to garner extra exposure in the highly trafficked upper South Hall.

Tip #13: Network Your Way to Increased Business

While the majority of business at the SEMA Show is conducted on the Show floor, don’t ignore the abundant social, educational and networking activities that are held during the week. Be sure to check out the Education Days schedule of seminars and workshops (free to Show attendees), and plan to attend special events, such as the New Products Breakfast, NHRA Breakfast, SEMA Speed Networking Breakfast—Powered by SEMA Businesswomen’s Network, SEMA Industry Banquet and many more. Most events are also free to attendees, and tickets are available when registering for the Show. For additional information, contact SEMA Special Events Manager Michelle Harris at 909/978-6684.

Tip #14: Take Advantage of Media Opportunities

Automotive and general-interest media of every type congregate at the SEMA Show to find new products, discuss editorial or broadcast opportunities and gather material for print stories, Internet features, blogs and radio and television programming. Take advantage of the opportunities they present to publicize your company and its products. But don’t assume that they’re going to find you. Develop a strategy to spark some interest. Get a list of the media outlets or staffers that you would like to have visit your booth (the five best magazines for your market, for instance) and send them invitations well before the Show. Have your marketing person set-up times to visit with them on specific days so that they know they’re expected, then follow up with a reminder the week before the Show. For more ideas and information, see “Working With the Media at the SEMA Show” on p. 38 of this issue.

Tip #15: Talk With the Pros

The ultimate source for all things SEMA Show is the team that organizes the event. From parking to lighting and from feature vehicles to celebrities, the Show Management folks have been there, done that and, in most cases, written the book (that oft-discussed Exhibitor Manual) on everything having to do with the event. Their knowledge is encyclopedic, so call them if you can’t find the answer to your pressing questions. The number is 702/450-7662, ext. 120.

Tip #1: Read All About It

To get the best possible jump on preparing for the SEMA Show, read the Exhibitor Manual (EM), which is available now. Read it all. It contains a wealth of information, including money-saving programs and features that can help make your first SEMA Show a triumph. The EM is a comprehensive how-to guide for SEMA Show exhibitors and contains complete information about many of the other tips that follow. The online EM features links to a full range of exhibitor information and an easy-to-use search function to make it simple for exhibitors to find what they need. Among the host of details included are applications for entering the New Products Showcase, conducting a press conference, displaying a feature vehicle, ordering electricity, announcing a celebrity guest appearance and more. Reading the EM and following its guidelines will take you 90% of the way to enjoying a successful SEMA Show.

Tip #2: Create a Plan

Set goals for what you want to get out of the SEMA Show and then create a plan for how you intend to achieve your objectives. Clearly define your budget based on items such as booth size, number of employees you will have in attendance, transportation and housing costs, pre-Show and at-Show marketing plans—every investment you will make to efficiently and effectively take advantage of the SEMA Show’s terrific opportunities to build business. Ensure that you register booth personnel well in advance of the Show (go to www.SEMAShow.com and under the “Exhibitors” box, click on “Register Staff” from the list). Ensure that your personnel are trained for their sales duties while at the Show, and consider how you will capture sales leads. All buyers will have a badge with their registration information encoded on it, which can be recorded on a lead retrieval scanner available from CompuSystems. (For more information, contact CompuSystems at 866/600-5323 or 708/786-5565).

Tip #3: It’s About the Money

As you go through the EM and create your SEMA Show plan, concentrate first on the “Budget Checklist,” located left at the top of the Exhibitor Manual online contents page. The “Budget Checklist” is an extremely convenient pop-up calculator that includes entries for nearly every SEMA Show contingency—from booth-space rental and building an exhibit to marketing costs and staffing expenses. As you put your information together, the “Budget Checklist” keeps a running total so that you can make changes to fit your allotted expenditures.

Tip #4: It’s About Time

The Exhibitor Manual provides comprehensive information about creating a budget, setting up a booth, displaying a feature vehicle and much more. Reading the EM and following its guidelines will save time, money and effort, so you can enjoy a successful SEMA Show.

It’s easy to overlook a deadline when you get busy prepping for the SEMA Show in addition to maintaining your normal business schedule. The “Deadline Checklist,” also on the Exhibitor Manual homepage, can be just the memory aid you need. The list details all of the important dates connected with the Show, including deadlines for marketing, booth-material ordering, lead-retrieval rental, New Products Showcase entries, registration dates and more. We suggest entering the dates pertinent to your company into your smartphone or organizer with alarms or, at the very least, printing the list and checking off the dates as you complete the step for the various deadlines.

Tip #5: Can I Do That?

The Exhibitor Manual contains a list of the SEMA Show’s Top 10 Do’s and Don’ts comprised of the most common issues that can create problems. The Show Management staff can alleviate nearly any situation you encounter, but it’s far better to avoid negative experiences entirely by knowing the rules. For instance, taking photographs or video of another exhibitor’s booth is forbidden unless that exhibitor has given you express permission, and severe penalties are in place for violations of intellectual property rights. Ensure that you read the complete list so that you understand your rights and don’t encounter time-consuming problems.

Tip #6: You Can Rent That!

Many of the items an exhibitor needs to set-up a well-functioning booth can be rented from suppliers that have been working with SEMA Show exhibitors for years. They know what works, and they can advise first-timers about the best equipment for specific needs. Read the “Frequently Rented Items (First-Timer Cheat Sheet)” list (available through the online Exhibitor Manual). For the best rates, refer to the “Deadline Checklist’s” Advance Rate deadline. And be sure to check out the free material-handling offer if you will have less than 1,000 lbs. of material delivered to the Show in a private vehicle.

Tip #7: Air Reservation Discounts

There are savings to be had in the sky. Booking early for any trip is always a good idea in order to get the best pricing, and the SEMA Show organizers have also been working with major air carriers to acquire discounted airfare to this year’s event. American, Continental, Delta and United are among the airlines that are offering up to 10% off of round-trip airfare to Las Vegas. Visit the SEMA Show travel site for details, promotion codes and valid travel dates.

Tip #8: Check Your Listing!

Buyers, media and other attendees use the SEMA Show Directory and the SEMA Show Pocket Guide to find booths and plan their exhibitor visits. Many also keep one or both publications all year as references for manufacturer contact information. Be sure that your directory listing is accurate, including information such as telephone, website as well as company description. The deadline to update your SEMA Show Directory listing information is September 2. Your company’s designated SEMA Show contact will receive specific instructions via e-mail about how to update company information, but if you have any questions or need assistance, contact Marel Del Rio at 909/978-6740. One quick phone call will ensure that your listing gets properly printed.

Tip #9: Update Your Company Website

Everyone from buyers to consumers visit websites for both product information and to make purchases. Ensuring that the information contained on your site is accurate and up-to-date is always important but can be crucial in the period leading up to and immediately following the SEMA Show. Be sure that all links function as intended, that contact information is prominently displayed and that frequently asked questions are thoroughly addressed. If you’re planning to add new products or new functionality, there is no better time to do so than in the weeks leading up to the SEMA Show.

Tip #10: Know Your Booth (and How to Ship It)

Many first-time exhibitors don’t know what comes with a SEMA Show booth or the most effective methods to ship display materials. The online EM contains checklists for both. Refer to the “What Comes With a Booth?” link on the EM homepage to see what every booth package includes, and read the “ABCs of Shipping Your Booth to the Show” under the “Freight Shipping” section to learn about the scope of services offered by Freeman Transportation, the SEMA Show’s official provider. From pricing to quality carrier services, it’s worth the effort to investigate your options.

Tip #11: Enter a Product in the New Products Showcase

Ideas Alive: Featuring the New Products Showcase is a leading destination for SEMA Show attendees. Electronic scanners are provided to buyers and media to capture product information that can be downloaded in several formats, and the first product category entered is free.

One of the primary reasons that buyers and media attend the SEMA Show is to learn what’s new and to make contacts for future business. Ideas Alive: Featuring the New Products Showcase, is a leading destination on both counts. Located in upper South Hall, Ideas Alive is a 35,000-sq.-ft. flurry of activity from 8:00 a.m. to the close of the hall every day of the Show. Electronic scanners are provided to buyers and media to capture product information that can be downloaded in several formats, and the first product category entered is free using your exhibitor password. (Additional entries are $75 per product category if received by October 7; after, the fee is $150 per product category. Entries submitted on site will be accepted based on space availability.) All new products entered are eligible to win recognition as a “Best New Product” during judging prior to the highly anticipated New Products Breakfast, to be held Tuesday, November 1, from 7:30 a.m.–8:45 a.m. at the Las Vegas Hilton.

Tip #12: Enter a Featured Product

The SEMA Show organizers have developed a new opportunity for any exhibitor that doesn’t have a “new” product this year but wishes to showcase a product that is indicative of the kind of work the company does. The Featured Products will be on display within the New Products Showcase in Ideas Alive. Any exhibitor may place products in either area, though, only the first entry in a category is free, and subsequent entries will incur the fee structure noted in the New Product Showcase tip above. A Featured Products entry is a terrific opportunity to garner extra exposure in the highly trafficked upper South Hall.

Tip #13: Network Your Way to Increased Business

While the majority of business at the SEMA Show is conducted on the Show floor, don’t ignore the abundant social, educational and networking activities that are held during the week. Be sure to check out the Education Days schedule of seminars and workshops (free to Show attendees), and plan to attend special events, such as the New Products Breakfast, NHRA Breakfast, SEMA Speed Networking Breakfast—Powered by SEMA Businesswomen’s Network, SEMA Industry Banquet and many more. Most events are also free to attendees, and tickets are available when registering for the Show. For additional information, contact SEMA Special Events Manager Michelle Harris at 909/978-6684.

Tip #14: Take Advantage of Media Opportunities

Automotive and general-interest media of every type congregate at the SEMA Show to find new products, discuss editorial or broadcast opportunities and gather material for print stories, Internet features, blogs and radio and television programming. Take advantage of the opportunities they present to publicize your company and its products. But don’t assume that they’re going to find you. Develop a strategy to spark some interest. Get a list of the media outlets or staffers that you would like to have visit your booth (the five best magazines for your market, for instance) and send them invitations well before the Show. Have your marketing person set-up times to visit with them on specific days so that they know they’re expected, then follow up with a reminder the week before the Show. For more ideas and information, see “Working With the Media at the SEMA Show” on p. 38 of this issue.

Tip #15: Talk With the Pros

The ultimate source for all things SEMA Show is the team that organizes the event. From parking to lighting and from feature vehicles to celebrities, the Show Management folks have been there, done that and, in most cases, written the book (that oft-discussed Exhibitor Manual) on everything having to do with the event. Their knowledge is encyclopedic, so call them if you can’t find the answer to your pressing questions. The number is 702/450-7662, ext. 120.

Tip #1: Read All About It

To get the best possible jump on preparing for the SEMA Show, read the Exhibitor Manual (EM), which is available now. Read it all. It contains a wealth of information, including money-saving programs and features that can help make your first SEMA Show a triumph. The EM is a comprehensive how-to guide for SEMA Show exhibitors and contains complete information about many of the other tips that follow. The online EM features links to a full range of exhibitor information and an easy-to-use search function to make it simple for exhibitors to find what they need. Among the host of details included are applications for entering the New Products Showcase, conducting a press conference, displaying a feature vehicle, ordering electricity, announcing a celebrity guest appearance and more. Reading the EM and following its guidelines will take you 90% of the way to enjoying a successful SEMA Show.

Tip #2: Create a Plan

Set goals for what you want to get out of the SEMA Show and then create a plan for how you intend to achieve your objectives. Clearly define your budget based on items such as booth size, number of employees you will have in attendance, transportation and housing costs, pre-Show and at-Show marketing plans—every investment you will make to efficiently and effectively take advantage of the SEMA Show’s terrific opportunities to build business. Ensure that you register booth personnel well in advance of the Show (go to www.SEMAShow.com and under the “Exhibitors” box, click on “Register Staff” from the list). Ensure that your personnel are trained for their sales duties while at the Show, and consider how you will capture sales leads. All buyers will have a badge with their registration information encoded on it, which can be recorded on a lead retrieval scanner available from CompuSystems. (For more information, contact CompuSystems at 866/600-5323 or 708/786-5565).

Tip #3: It’s About the Money

As you go through the EM and create your SEMA Show plan, concentrate first on the “Budget Checklist,” located left at the top of the Exhibitor Manual online contents page. The “Budget Checklist” is an extremely convenient pop-up calculator that includes entries for nearly every SEMA Show contingency—from booth-space rental and building an exhibit to marketing costs and staffing expenses. As you put your information together, the “Budget Checklist” keeps a running total so that you can make changes to fit your allotted expenditures.

Tip #4: It’s About Time

The Exhibitor Manual provides comprehensive information about creating a budget, setting up a booth, displaying a feature vehicle and much more. Reading the EM and following its guidelines will save time, money and effort, so you can enjoy a successful SEMA Show.

It’s easy to overlook a deadline when you get busy prepping for the SEMA Show in addition to maintaining your normal business schedule. The “Deadline Checklist,” also on the Exhibitor Manual homepage, can be just the memory aid you need. The list details all of the important dates connected with the Show, including deadlines for marketing, booth-material ordering, lead-retrieval rental, New Products Showcase entries, registration dates and more. We suggest entering the dates pertinent to your company into your smartphone or organizer with alarms or, at the very least, printing the list and checking off the dates as you complete the step for the various deadlines.

Tip #5: Can I Do That?

The Exhibitor Manual contains a list of the SEMA Show’s Top 10 Do’s and Don’ts comprised of the most common issues that can create problems. The Show Management staff can alleviate nearly any situation you encounter, but it’s far better to avoid negative experiences entirely by knowing the rules. For instance, taking photographs or video of another exhibitor’s booth is forbidden unless that exhibitor has given you express permission, and severe penalties are in place for violations of intellectual property rights. Ensure that you read the complete list so that you understand your rights and don’t encounter time-consuming problems.

Tip #6: You Can Rent That!

Many of the items an exhibitor needs to set-up a well-functioning booth can be rented from suppliers that have been working with SEMA Show exhibitors for years. They know what works, and they can advise first-timers about the best equipment for specific needs. Read the “Frequently Rented Items (First-Timer Cheat Sheet)” list (available through the online Exhibitor Manual). For the best rates, refer to the “Deadline Checklist’s” Advance Rate deadline. And be sure to check out the free material-handling offer if you will have less than 1,000 lbs. of material delivered to the Show in a private vehicle.

Tip #7: Air Reservation Discounts

There are savings to be had in the sky. Booking early for any trip is always a good idea in order to get the best pricing, and the SEMA Show organizers have also been working with major air carriers to acquire discounted airfare to this year’s event. American, Continental, Delta and United are among the airlines that are offering up to 10% off of round-trip airfare to Las Vegas. Visit the SEMA Show travel site for details, promotion codes and valid travel dates.

Tip #8: Check Your Listing!

Buyers, media and other attendees use the SEMA Show Directory and the SEMA Show Pocket Guide to find booths and plan their exhibitor visits. Many also keep one or both publications all year as references for manufacturer contact information. Be sure that your directory listing is accurate, including information such as telephone, website as well as company description. The deadline to update your SEMA Show Directory listing information is September 2. Your company’s designated SEMA Show contact will receive specific instructions via e-mail about how to update company information, but if you have any questions or need assistance, contact Marel Del Rio at 909/978-6740. One quick phone call will ensure that your listing gets properly printed.

Tip #9: Update Your Company Website

Everyone from buyers to consumers visit websites for both product information and to make purchases. Ensuring that the information contained on your site is accurate and up-to-date is always important but can be crucial in the period leading up to and immediately following the SEMA Show. Be sure that all links function as intended, that contact information is prominently displayed and that frequently asked questions are thoroughly addressed. If you’re planning to add new products or new functionality, there is no better time to do so than in the weeks leading up to the SEMA Show.

Tip #10: Know Your Booth (and How to Ship It)

Many first-time exhibitors don’t know what comes with a SEMA Show booth or the most effective methods to ship display materials. The online EM contains checklists for both. Refer to the “What Comes With a Booth?” link on the EM homepage to see what every booth package includes, and read the “ABCs of Shipping Your Booth to the Show” under the “Freight Shipping” section to learn about the scope of services offered by Freeman Transportation, the SEMA Show’s official provider. From pricing to quality carrier services, it’s worth the effort to investigate your options.

Tip #11: Enter a Product in the New Products Showcase

Ideas Alive: Featuring the New Products Showcase is a leading destination for SEMA Show attendees. Electronic scanners are provided to buyers and media to capture product information that can be downloaded in several formats, and the first product category entered is free.

One of the primary reasons that buyers and media attend the SEMA Show is to learn what’s new and to make contacts for future business. Ideas Alive: Featuring the New Products Showcase, is a leading destination on both counts. Located in upper South Hall, Ideas Alive is a 35,000-sq.-ft. flurry of activity from 8:00 a.m. to the close of the hall every day of the Show. Electronic scanners are provided to buyers and media to capture product information that can be downloaded in several formats, and the first product category entered is free using your exhibitor password. (Additional entries are $75 per product category if received by October 7; after, the fee is $150 per product category. Entries submitted on site will be accepted based on space availability.) All new products entered are eligible to win recognition as a “Best New Product” during judging prior to the highly anticipated New Products Breakfast, to be held Tuesday, November 1, from 7:30 a.m.–8:45 a.m. at the Las Vegas Hilton.

Tip #12: Enter a Featured Product

The SEMA Show organizers have developed a new opportunity for any exhibitor that doesn’t have a “new” product this year but wishes to showcase a product that is indicative of the kind of work the company does. The Featured Products will be on display within the New Products Showcase in Ideas Alive. Any exhibitor may place products in either area, though, only the first entry in a category is free, and subsequent entries will incur the fee structure noted in the New Product Showcase tip above. A Featured Products entry is a terrific opportunity to garner extra exposure in the highly trafficked upper South Hall.

Tip #13: Network Your Way to Increased Business

While the majority of business at the SEMA Show is conducted on the Show floor, don’t ignore the abundant social, educational and networking activities that are held during the week. Be sure to check out the Education Days schedule of seminars and workshops (free to Show attendees), and plan to attend special events, such as the New Products Breakfast, NHRA Breakfast, SEMA Speed Networking Breakfast—Powered by SEMA Businesswomen’s Network, SEMA Industry Banquet and many more. Most events are also free to attendees, and tickets are available when registering for the Show. For additional information, contact SEMA Special Events Manager Michelle Harris at 909/978-6684.

Tip #14: Take Advantage of Media Opportunities

Automotive and general-interest media of every type congregate at the SEMA Show to find new products, discuss editorial or broadcast opportunities and gather material for print stories, Internet features, blogs and radio and television programming. Take advantage of the opportunities they present to publicize your company and its products. But don’t assume that they’re going to find you. Develop a strategy to spark some interest. Get a list of the media outlets or staffers that you would like to have visit your booth (the five best magazines for your market, for instance) and send them invitations well before the Show. Have your marketing person set-up times to visit with them on specific days so that they know they’re expected, then follow up with a reminder the week before the Show. For more ideas and information, see “Working With the Media at the SEMA Show” on p. 38 of this issue.

Tip #15: Talk With the Pros

The ultimate source for all things SEMA Show is the team that organizes the event. From parking to lighting and from feature vehicles to celebrities, the Show Management folks have been there, done that and, in most cases, written the book (that oft-discussed Exhibitor Manual) on everything having to do with the event. Their knowledge is encyclopedic, so call them if you can’t find the answer to your pressing questions. The number is 702/450-7662, ext. 120.

Tip #1: Read All About It

To get the best possible jump on preparing for the SEMA Show, read the Exhibitor Manual (EM), which is available now. Read it all. It contains a wealth of information, including money-saving programs and features that can help make your first SEMA Show a triumph. The EM is a comprehensive how-to guide for SEMA Show exhibitors and contains complete information about many of the other tips that follow. The online EM features links to a full range of exhibitor information and an easy-to-use search function to make it simple for exhibitors to find what they need. Among the host of details included are applications for entering the New Products Showcase, conducting a press conference, displaying a feature vehicle, ordering electricity, announcing a celebrity guest appearance and more. Reading the EM and following its guidelines will take you 90% of the way to enjoying a successful SEMA Show.

Tip #2: Create a Plan

Set goals for what you want to get out of the SEMA Show and then create a plan for how you intend to achieve your objectives. Clearly define your budget based on items such as booth size, number of employees you will have in attendance, transportation and housing costs, pre-Show and at-Show marketing plans—every investment you will make to efficiently and effectively take advantage of the SEMA Show’s terrific opportunities to build business. Ensure that you register booth personnel well in advance of the Show (go to www.SEMAShow.com and under the “Exhibitors” box, click on “Register Staff” from the list). Ensure that your personnel are trained for their sales duties while at the Show, and consider how you will capture sales leads. All buyers will have a badge with their registration information encoded on it, which can be recorded on a lead retrieval scanner available from CompuSystems. (For more information, contact CompuSystems at 866/600-5323 or 708/786-5565).

Tip #3: It’s About the Money

As you go through the EM and create your SEMA Show plan, concentrate first on the “Budget Checklist,” located left at the top of the Exhibitor Manual online contents page. The “Budget Checklist” is an extremely convenient pop-up calculator that includes entries for nearly every SEMA Show contingency—from booth-space rental and building an exhibit to marketing costs and staffing expenses. As you put your information together, the “Budget Checklist” keeps a running total so that you can make changes to fit your allotted expenditures.

Tip #4: It’s About Time

The Exhibitor Manual provides comprehensive information about creating a budget, setting up a booth, displaying a feature vehicle and much more. Reading the EM and following its guidelines will save time, money and effort, so you can enjoy a successful SEMA Show.

It’s easy to overlook a deadline when you get busy prepping for the SEMA Show in addition to maintaining your normal business schedule. The “Deadline Checklist,” also on the Exhibitor Manual homepage, can be just the memory aid you need. The list details all of the important dates connected with the Show, including deadlines for marketing, booth-material ordering, lead-retrieval rental, New Products Showcase entries, registration dates and more. We suggest entering the dates pertinent to your company into your smartphone or organizer with alarms or, at the very least, printing the list and checking off the dates as you complete the step for the various deadlines.

Tip #5: Can I Do That?

The Exhibitor Manual contains a list of the SEMA Show’s Top 10 Do’s and Don’ts comprised of the most common issues that can create problems. The Show Management staff can alleviate nearly any situation you encounter, but it’s far better to avoid negative experiences entirely by knowing the rules. For instance, taking photographs or video of another exhibitor’s booth is forbidden unless that exhibitor has given you express permission, and severe penalties are in place for violations of intellectual property rights. Ensure that you read the complete list so that you understand your rights and don’t encounter time-consuming problems.

Tip #6: You Can Rent That!

Many of the items an exhibitor needs to set-up a well-functioning booth can be rented from suppliers that have been working with SEMA Show exhibitors for years. They know what works, and they can advise first-timers about the best equipment for specific needs. Read the “Frequently Rented Items (First-Timer Cheat Sheet)” list (available through the online Exhibitor Manual). For the best rates, refer to the “Deadline Checklist’s” Advance Rate deadline. And be sure to check out the free material-handling offer if you will have less than 1,000 lbs. of material delivered to the Show in a private vehicle.

Tip #7: Air Reservation Discounts

There are savings to be had in the sky. Booking early for any trip is always a good idea in order to get the best pricing, and the SEMA Show organizers have also been working with major air carriers to acquire discounted airfare to this year’s event. American, Continental, Delta and United are among the airlines that are offering up to 10% off of round-trip airfare to Las Vegas. Visit the SEMA Show travel site for details, promotion codes and valid travel dates.

Tip #8: Check Your Listing!

Buyers, media and other attendees use the SEMA Show Directory and the SEMA Show Pocket Guide to find booths and plan their exhibitor visits. Many also keep one or both publications all year as references for manufacturer contact information. Be sure that your directory listing is accurate, including information such as telephone, website as well as company description. The deadline to update your SEMA Show Directory listing information is September 2. Your company’s designated SEMA Show contact will receive specific instructions via e-mail about how to update company information, but if you have any questions or need assistance, contact Marel Del Rio at 909/978-6740. One quick phone call will ensure that your listing gets properly printed.

Tip #9: Update Your Company Website

Everyone from buyers to consumers visit websites for both product information and to make purchases. Ensuring that the information contained on your site is accurate and up-to-date is always important but can be crucial in the period leading up to and immediately following the SEMA Show. Be sure that all links function as intended, that contact information is prominently displayed and that frequently asked questions are thoroughly addressed. If you’re planning to add new products or new functionality, there is no better time to do so than in the weeks leading up to the SEMA Show.

Tip #10: Know Your Booth (and How to Ship It)

Many first-time exhibitors don’t know what comes with a SEMA Show booth or the most effective methods to ship display materials. The online EM contains checklists for both. Refer to the “What Comes With a Booth?” link on the EM homepage to see what every booth package includes, and read the “ABCs of Shipping Your Booth to the Show” under the “Freight Shipping” section to learn about the scope of services offered by Freeman Transportation, the SEMA Show’s official provider. From pricing to quality carrier services, it’s worth the effort to investigate your options.

Tip #11: Enter a Product in the New Products Showcase

Ideas Alive: Featuring the New Products Showcase is a leading destination for SEMA Show attendees. Electronic scanners are provided to buyers and media to capture product information that can be downloaded in several formats, and the first product category entered is free.

One of the primary reasons that buyers and media attend the SEMA Show is to learn what’s new and to make contacts for future business. Ideas Alive: Featuring the New Products Showcase, is a leading destination on both counts. Located in upper South Hall, Ideas Alive is a 35,000-sq.-ft. flurry of activity from 8:00 a.m. to the close of the hall every day of the Show. Electronic scanners are provided to buyers and media to capture product information that can be downloaded in several formats, and the first product category entered is free using your exhibitor password. (Additional entries are $75 per product category if received by October 7; after, the fee is $150 per product category. Entries submitted on site will be accepted based on space availability.) All new products entered are eligible to win recognition as a “Best New Product” during judging prior to the highly anticipated New Products Breakfast, to be held Tuesday, November 1, from 7:30 a.m.–8:45 a.m. at the Las Vegas Hilton.

Tip #12: Enter a Featured Product

The SEMA Show organizers have developed a new opportunity for any exhibitor that doesn’t have a “new” product this year but wishes to showcase a product that is indicative of the kind of work the company does. The Featured Products will be on display within the New Products Showcase in Ideas Alive. Any exhibitor may place products in either area, though, only the first entry in a category is free, and subsequent entries will incur the fee structure noted in the New Product Showcase tip above. A Featured Products entry is a terrific opportunity to garner extra exposure in the highly trafficked upper South Hall.

Tip #13: Network Your Way to Increased Business

While the majority of business at the SEMA Show is conducted on the Show floor, don’t ignore the abundant social, educational and networking activities that are held during the week. Be sure to check out the Education Days schedule of seminars and workshops (free to Show attendees), and plan to attend special events, such as the New Products Breakfast, NHRA Breakfast, SEMA Speed Networking Breakfast—Powered by SEMA Businesswomen’s Network, SEMA Industry Banquet and many more. Most events are also free to attendees, and tickets are available when registering for the Show. For additional information, contact SEMA Special Events Manager Michelle Harris at 909/978-6684.

Tip #14: Take Advantage of Media Opportunities

Automotive and general-interest media of every type congregate at the SEMA Show to find new products, discuss editorial or broadcast opportunities and gather material for print stories, Internet features, blogs and radio and television programming. Take advantage of the opportunities they present to publicize your company and its products. But don’t assume that they’re going to find you. Develop a strategy to spark some interest. Get a list of the media outlets or staffers that you would like to have visit your booth (the five best magazines for your market, for instance) and send them invitations well before the Show. Have your marketing person set-up times to visit with them on specific days so that they know they’re expected, then follow up with a reminder the week before the Show. For more ideas and information, see “Working With the Media at the SEMA Show” on p. 38 of this issue.

Tip #15: Talk With the Pros

The ultimate source for all things SEMA Show is the team that organizes the event. From parking to lighting and from feature vehicles to celebrities, the Show Management folks have been there, done that and, in most cases, written the book (that oft-discussed Exhibitor Manual) on everything having to do with the event. Their knowledge is encyclopedic, so call them if you can’t find the answer to your pressing questions. The number is 702/450-7662, ext. 120.

Tip #1: Read All About It

To get the best possible jump on preparing for the SEMA Show, read the Exhibitor Manual (EM), which is available now. Read it all. It contains a wealth of information, including money-saving programs and features that can help make your first SEMA Show a triumph. The EM is a comprehensive how-to guide for SEMA Show exhibitors and contains complete information about many of the other tips that follow. The online EM features links to a full range of exhibitor information and an easy-to-use search function to make it simple for exhibitors to find what they need. Among the host of details included are applications for entering the New Products Showcase, conducting a press conference, displaying a feature vehicle, ordering electricity, announcing a celebrity guest appearance and more. Reading the EM and following its guidelines will take you 90% of the way to enjoying a successful SEMA Show.

Tip #2: Create a Plan

Set goals for what you want to get out of the SEMA Show and then create a plan for how you intend to achieve your objectives. Clearly define your budget based on items such as booth size, number of employees you will have in attendance, transportation and housing costs, pre-Show and at-Show marketing plans—every investment you will make to efficiently and effectively take advantage of the SEMA Show’s terrific opportunities to build business. Ensure that you register booth personnel well in advance of the Show (go to www.SEMAShow.com and under the “Exhibitors” box, click on “Register Staff” from the list). Ensure that your personnel are trained for their sales duties while at the Show, and consider how you will capture sales leads. All buyers will have a badge with their registration information encoded on it, which can be recorded on a lead retrieval scanner available from CompuSystems. (For more information, contact CompuSystems at 866/600-5323 or 708/786-5565).

Tip #3: It’s About the Money

As you go through the EM and create your SEMA Show plan, concentrate first on the “Budget Checklist,” located left at the top of the Exhibitor Manual online contents page. The “Budget Checklist” is an extremely convenient pop-up calculator that includes entries for nearly every SEMA Show contingency—from booth-space rental and building an exhibit to marketing costs and staffing expenses. As you put your information together, the “Budget Checklist” keeps a running total so that you can make changes to fit your allotted expenditures.

Tip #4: It’s About Time

The Exhibitor Manual provides comprehensive information about creating a budget, setting up a booth, displaying a feature vehicle and much more. Reading the EM and following its guidelines will save time, money and effort, so you can enjoy a successful SEMA Show.

It’s easy to overlook a deadline when you get busy prepping for the SEMA Show in addition to maintaining your normal business schedule. The “Deadline Checklist,” also on the Exhibitor Manual homepage, can be just the memory aid you need. The list details all of the important dates connected with the Show, including deadlines for marketing, booth-material ordering, lead-retrieval rental, New Products Showcase entries, registration dates and more. We suggest entering the dates pertinent to your company into your smartphone or organizer with alarms or, at the very least, printing the list and checking off the dates as you complete the step for the various deadlines.

Tip #5: Can I Do That?

The Exhibitor Manual contains a list of the SEMA Show’s Top 10 Do’s and Don’ts comprised of the most common issues that can create problems. The Show Management staff can alleviate nearly any situation you encounter, but it’s far better to avoid negative experiences entirely by knowing the rules. For instance, taking photographs or video of another exhibitor’s booth is forbidden unless that exhibitor has given you express permission, and severe penalties are in place for violations of intellectual property rights. Ensure that you read the complete list so that you understand your rights and don’t encounter time-consuming problems.

Tip #6: You Can Rent That!

Many of the items an exhibitor needs to set-up a well-functioning booth can be rented from suppliers that have been working with SEMA Show exhibitors for years. They know what works, and they can advise first-timers about the best equipment for specific needs. Read the “Frequently Rented Items (First-Timer Cheat Sheet)” list (available through the online Exhibitor Manual). For the best rates, refer to the “Deadline Checklist’s” Advance Rate deadline. And be sure to check out the free material-handling offer if you will have less than 1,000 lbs. of material delivered to the Show in a private vehicle.

Tip #7: Air Reservation Discounts

There are savings to be had in the sky. Booking early for any trip is always a good idea in order to get the best pricing, and the SEMA Show organizers have also been working with major air carriers to acquire discounted airfare to this year’s event. American, Continental, Delta and United are among the airlines that are offering up to 10% off of round-trip airfare to Las Vegas. Visit the SEMA Show travel site for details, promotion codes and valid travel dates.

Tip #8: Check Your Listing!

Buyers, media and other attendees use the SEMA Show Directory and the SEMA Show Pocket Guide to find booths and plan their exhibitor visits. Many also keep one or both publications all year as references for manufacturer contact information. Be sure that your directory listing is accurate, including information such as telephone, website as well as company description. The deadline to update your SEMA Show Directory listing information is September 2. Your company’s designated SEMA Show contact will receive specific instructions via e-mail about how to update company information, but if you have any questions or need assistance, contact Marel Del Rio at 909/978-6740. One quick phone call will ensure that your listing gets properly printed.

Tip #9: Update Your Company Website

Everyone from buyers to consumers visit websites for both product information and to make purchases. Ensuring that the information contained on your site is accurate and up-to-date is always important but can be crucial in the period leading up to and immediately following the SEMA Show. Be sure that all links function as intended, that contact information is prominently displayed and that frequently asked questions are thoroughly addressed. If you’re planning to add new products or new functionality, there is no better time to do so than in the weeks leading up to the SEMA Show.

Tip #10: Know Your Booth (and How to Ship It)

Many first-time exhibitors don’t know what comes with a SEMA Show booth or the most effective methods to ship display materials. The online EM contains checklists for both. Refer to the “What Comes With a Booth?” link on the EM homepage to see what every booth package includes, and read the “ABCs of Shipping Your Booth to the Show” under the “Freight Shipping” section to learn about the scope of services offered by Freeman Transportation, the SEMA Show’s official provider. From pricing to quality carrier services, it’s worth the effort to investigate your options.

Tip #11: Enter a Product in the New Products Showcase

Ideas Alive: Featuring the New Products Showcase is a leading destination for SEMA Show attendees. Electronic scanners are provided to buyers and media to capture product information that can be downloaded in several formats, and the first product category entered is free.

One of the primary reasons that buyers and media attend the SEMA Show is to learn what’s new and to make contacts for future business. Ideas Alive: Featuring the New Products Showcase, is a leading destination on both counts. Located in upper South Hall, Ideas Alive is a 35,000-sq.-ft. flurry of activity from 8:00 a.m. to the close of the hall every day of the Show. Electronic scanners are provided to buyers and media to capture product information that can be downloaded in several formats, and the first product category entered is free using your exhibitor password. (Additional entries are $75 per product category if received by October 7; after, the fee is $150 per product category. Entries submitted on site will be accepted based on space availability.) All new products entered are eligible to win recognition as a “Best New Product” during judging prior to the highly anticipated New Products Breakfast, to be held Tuesday, November 1, from 7:30 a.m.–8:45 a.m. at the Las Vegas Hilton.

Tip #12: Enter a Featured Product

The SEMA Show organizers have developed a new opportunity for any exhibitor that doesn’t have a “new” product this year but wishes to showcase a product that is indicative of the kind of work the company does. The Featured Products will be on display within the New Products Showcase in Ideas Alive. Any exhibitor may place products in either area, though, only the first entry in a category is free, and subsequent entries will incur the fee structure noted in the New Product Showcase tip above. A Featured Products entry is a terrific opportunity to garner extra exposure in the highly trafficked upper South Hall.

Tip #13: Network Your Way to Increased Business

While the majority of business at the SEMA Show is conducted on the Show floor, don’t ignore the abundant social, educational and networking activities that are held during the week. Be sure to check out the Education Days schedule of seminars and workshops (free to Show attendees), and plan to attend special events, such as the New Products Breakfast, NHRA Breakfast, SEMA Speed Networking Breakfast—Powered by SEMA Businesswomen’s Network, SEMA Industry Banquet and many more. Most events are also free to attendees, and tickets are available when registering for the Show. For additional information, contact SEMA Special Events Manager Michelle Harris at 909/978-6684.

Tip #14: Take Advantage of Media Opportunities

Automotive and general-interest media of every type congregate at the SEMA Show to find new products, discuss editorial or broadcast opportunities and gather material for print stories, Internet features, blogs and radio and television programming. Take advantage of the opportunities they present to publicize your company and its products. But don’t assume that they’re going to find you. Develop a strategy to spark some interest. Get a list of the media outlets or staffers that you would like to have visit your booth (the five best magazines for your market, for instance) and send them invitations well before the Show. Have your marketing person set-up times to visit with them on specific days so that they know they’re expected, then follow up with a reminder the week before the Show. For more ideas and information, see “Working With the Media at the SEMA Show” on p. 38 of this issue.

Tip #15: Talk With the Pros

The ultimate source for all things SEMA Show is the team that organizes the event. From parking to lighting and from feature vehicles to celebrities, the Show Management folks have been there, done that and, in most cases, written the book (that oft-discussed Exhibitor Manual) on everything having to do with the event. Their knowledge is encyclopedic, so call them if you can’t find the answer to your pressing questions. The number is 702/450-7662, ext. 120.

Tip #1: Read All About It

To get the best possible jump on preparing for the SEMA Show, read the Exhibitor Manual (EM), which is available now. Read it all. It contains a wealth of information, including money-saving programs and features that can help make your first SEMA Show a triumph. The EM is a comprehensive how-to guide for SEMA Show exhibitors and contains complete information about many of the other tips that follow. The online EM features links to a full range of exhibitor information and an easy-to-use search function to make it simple for exhibitors to find what they need. Among the host of details included are applications for entering the New Products Showcase, conducting a press conference, displaying a feature vehicle, ordering electricity, announcing a celebrity guest appearance and more. Reading the EM and following its guidelines will take you 90% of the way to enjoying a successful SEMA Show.

Tip #2: Create a Plan

Set goals for what you want to get out of the SEMA Show and then create a plan for how you intend to achieve your objectives. Clearly define your budget based on items such as booth size, number of employees you will have in attendance, transportation and housing costs, pre-Show and at-Show marketing plans—every investment you will make to efficiently and effectively take advantage of the SEMA Show’s terrific opportunities to build business. Ensure that you register booth personnel well in advance of the Show (go to www.SEMAShow.com and under the “Exhibitors” box, click on “Register Staff” from the list). Ensure that your personnel are trained for their sales duties while at the Show, and consider how you will capture sales leads. All buyers will have a badge with their registration information encoded on it, which can be recorded on a lead retrieval scanner available from CompuSystems. (For more information, contact CompuSystems at 866/600-5323 or 708/786-5565).

Tip #3: It’s About the Money

As you go through the EM and create your SEMA Show plan, concentrate first on the “Budget Checklist,” located left at the top of the Exhibitor Manual online contents page. The “Budget Checklist” is an extremely convenient pop-up calculator that includes entries for nearly every SEMA Show contingency—from booth-space rental and building an exhibit to marketing costs and staffing expenses. As you put your information together, the “Budget Checklist” keeps a running total so that you can make changes to fit your allotted expenditures.

Tip #4: It’s About Time

The Exhibitor Manual provides comprehensive information about creating a budget, setting up a booth, displaying a feature vehicle and much more. Reading the EM and following its guidelines will save time, money and effort, so you can enjoy a successful SEMA Show.

It’s easy to overlook a deadline when you get busy prepping for the SEMA Show in addition to maintaining your normal business schedule. The “Deadline Checklist,” also on the Exhibitor Manual homepage, can be just the memory aid you need. The list details all of the important dates connected with the Show, including deadlines for marketing, booth-material ordering, lead-retrieval rental, New Products Showcase entries, registration dates and more. We suggest entering the dates pertinent to your company into your smartphone or organizer with alarms or, at the very least, printing the list and checking off the dates as you complete the step for the various deadlines.

Tip #5: Can I Do That?

The Exhibitor Manual contains a list of the SEMA Show’s Top 10 Do’s and Don’ts comprised of the most common issues that can create problems. The Show Management staff can alleviate nearly any situation you encounter, but it’s far better to avoid negative experiences entirely by knowing the rules. For instance, taking photographs or video of another exhibitor’s booth is forbidden unless that exhibitor has given you express permission, and severe penalties are in place for violations of intellectual property rights. Ensure that you read the complete list so that you understand your rights and don’t encounter time-consuming problems.

Tip #6: You Can Rent That!

Many of the items an exhibitor needs to set-up a well-functioning booth can be rented from suppliers that have been working with SEMA Show exhibitors for years. They know what works, and they can advise first-timers about the best equipment for specific needs. Read the “Frequently Rented Items (First-Timer Cheat Sheet)” list (available through the online Exhibitor Manual). For the best rates, refer to the “Deadline Checklist’s” Advance Rate deadline. And be sure to check out the free material-handling offer if you will have less than 1,000 lbs. of material delivered to the Show in a private vehicle.

Tip #7: Air Reservation Discounts

There are savings to be had in the sky. Booking early for any trip is always a good idea in order to get the best pricing, and the SEMA Show organizers have also been working with major air carriers to acquire discounted airfare to this year’s event. American, Continental, Delta and United are among the airlines that are offering up to 10% off of round-trip airfare to Las Vegas. Visit the SEMA Show travel site for details, promotion codes and valid travel dates.

Tip #8: Check Your Listing!

Buyers, media and other attendees use the SEMA Show Directory and the SEMA Show Pocket Guide to find booths and plan their exhibitor visits. Many also keep one or both publications all year as references for manufacturer contact information. Be sure that your directory listing is accurate, including information such as telephone, website as well as company description. The deadline to update your SEMA Show Directory listing information is September 2. Your company’s designated SEMA Show contact will receive specific instructions via e-mail about how to update company information, but if you have any questions or need assistance, contact Marel Del Rio at 909/978-6740. One quick phone call will ensure that your listing gets properly printed.

Tip #9: Update Your Company Website

Everyone from buyers to consumers visit websites for both product information and to make purchases. Ensuring that the information contained on your site is accurate and up-to-date is always important but can be crucial in the period leading up to and immediately following the SEMA Show. Be sure that all links function as intended, that contact information is prominently displayed and that frequently asked questions are thoroughly addressed. If you’re planning to add new products or new functionality, there is no better time to do so than in the weeks leading up to the SEMA Show.

Tip #10: Know Your Booth (and How to Ship It)

Many first-time exhibitors don’t know what comes with a SEMA Show booth or the most effective methods to ship display materials. The online EM contains checklists for both. Refer to the “What Comes With a Booth?” link on the EM homepage to see what every booth package includes, and read the “ABCs of Shipping Your Booth to the Show” under the “Freight Shipping” section to learn about the scope of services offered by Freeman Transportation, the SEMA Show’s official provider. From pricing to quality carrier services, it’s worth the effort to investigate your options.

Tip #11: Enter a Product in the New Products Showcase

Ideas Alive: Featuring the New Products Showcase is a leading destination for SEMA Show attendees. Electronic scanners are provided to buyers and media to capture product information that can be downloaded in several formats, and the first product category entered is free.

One of the primary reasons that buyers and media attend the SEMA Show is to learn what’s new and to make contacts for future business. Ideas Alive: Featuring the New Products Showcase, is a leading destination on both counts. Located in upper South Hall, Ideas Alive is a 35,000-sq.-ft. flurry of activity from 8:00 a.m. to the close of the hall every day of the Show. Electronic scanners are provided to buyers and media to capture product information that can be downloaded in several formats, and the first product category entered is free using your exhibitor password. (Additional entries are $75 per product category if received by October 7; after, the fee is $150 per product category. Entries submitted on site will be accepted based on space availability.) All new products entered are eligible to win recognition as a “Best New Product” during judging prior to the highly anticipated New Products Breakfast, to be held Tuesday, November 1, from 7:30 a.m.–8:45 a.m. at the Las Vegas Hilton.

Tip #12: Enter a Featured Product

The SEMA Show organizers have developed a new opportunity for any exhibitor that doesn’t have a “new” product this year but wishes to showcase a product that is indicative of the kind of work the company does. The Featured Products will be on display within the New Products Showcase in Ideas Alive. Any exhibitor may place products in either area, though, only the first entry in a category is free, and subsequent entries will incur the fee structure noted in the New Product Showcase tip above. A Featured Products entry is a terrific opportunity to garner extra exposure in the highly trafficked upper South Hall.

Tip #13: Network Your Way to Increased Business

While the majority of business at the SEMA Show is conducted on the Show floor, don’t ignore the abundant social, educational and networking activities that are held during the week. Be sure to check out the Education Days schedule of seminars and workshops (free to Show attendees), and plan to attend special events, such as the New Products Breakfast, NHRA Breakfast, SEMA Speed Networking Breakfast—Powered by SEMA Businesswomen’s Network, SEMA Industry Banquet and many more. Most events are also free to attendees, and tickets are available when registering for the Show. For additional information, contact SEMA Special Events Manager Michelle Harris at 909/978-6684.

Tip #14: Take Advantage of Media Opportunities

Automotive and general-interest media of every type congregate at the SEMA Show to find new products, discuss editorial or broadcast opportunities and gather material for print stories, Internet features, blogs and radio and television programming. Take advantage of the opportunities they present to publicize your company and its products. But don’t assume that they’re going to find you. Develop a strategy to spark some interest. Get a list of the media outlets or staffers that you would like to have visit your booth (the five best magazines for your market, for instance) and send them invitations well before the Show. Have your marketing person set-up times to visit with them on specific days so that they know they’re expected, then follow up with a reminder the week before the Show. For more ideas and information, see “Working With the Media at the SEMA Show” on p. 38 of this issue.

Tip #15: Talk With the Pros

The ultimate source for all things SEMA Show is the team that organizes the event. From parking to lighting and from feature vehicles to celebrities, the Show Management folks have been there, done that and, in most cases, written the book (that oft-discussed Exhibitor Manual) on everything having to do with the event. Their knowledge is encyclopedic, so call them if you can’t find the answer to your pressing questions. The number is 702/450-7662, ext. 120.

Tip #1: Read All About It

To get the best possible jump on preparing for the SEMA Show, read the Exhibitor Manual (EM), which is available now. Read it all. It contains a wealth of information, including money-saving programs and features that can help make your first SEMA Show a triumph. The EM is a comprehensive how-to guide for SEMA Show exhibitors and contains complete information about many of the other tips that follow. The online EM features links to a full range of exhibitor information and an easy-to-use search function to make it simple for exhibitors to find what they need. Among the host of details included are applications for entering the New Products Showcase, conducting a press conference, displaying a feature vehicle, ordering electricity, announcing a celebrity guest appearance and more. Reading the EM and following its guidelines will take you 90% of the way to enjoying a successful SEMA Show.

Tip #2: Create a Plan

Set goals for what you want to get out of the SEMA Show and then create a plan for how you intend to achieve your objectives. Clearly define your budget based on items such as booth size, number of employees you will have in attendance, transportation and housing costs, pre-Show and at-Show marketing plans—every investment you will make to efficiently and effectively take advantage of the SEMA Show’s terrific opportunities to build business. Ensure that you register booth personnel well in advance of the Show (go to www.SEMAShow.com and under the “Exhibitors” box, click on “Register Staff” from the list). Ensure that your personnel are trained for their sales duties while at the Show, and consider how you will capture sales leads. All buyers will have a badge with their registration information encoded on it, which can be recorded on a lead retrieval scanner available from CompuSystems. (For more information, contact CompuSystems at 866/600-5323 or 708/786-5565).

Tip #3: It’s About the Money

As you go through the EM and create your SEMA Show plan, concentrate first on the “Budget Checklist,” located left at the top of the Exhibitor Manual online contents page. The “Budget Checklist” is an extremely convenient pop-up calculator that includes entries for nearly every SEMA Show contingency—from booth-space rental and building an exhibit to marketing costs and staffing expenses. As you put your information together, the “Budget Checklist” keeps a running total so that you can make changes to fit your allotted expenditures.

Tip #4: It’s About Time

The Exhibitor Manual provides comprehensive information about creating a budget, setting up a booth, displaying a feature vehicle and much more. Reading the EM and following its guidelines will save time, money and effort, so you can enjoy a successful SEMA Show.

It’s easy to overlook a deadline when you get busy prepping for the SEMA Show in addition to maintaining your normal business schedule. The “Deadline Checklist,” also on the Exhibitor Manual homepage, can be just the memory aid you need. The list details all of the important dates connected with the Show, including deadlines for marketing, booth-material ordering, lead-retrieval rental, New Products Showcase entries, registration dates and more. We suggest entering the dates pertinent to your company into your smartphone or organizer with alarms or, at the very least, printing the list and checking off the dates as you complete the step for the various deadlines.

Tip #5: Can I Do That?

The Exhibitor Manual contains a list of the SEMA Show’s Top 10 Do’s and Don’ts comprised of the most common issues that can create problems. The Show Management staff can alleviate nearly any situation you encounter, but it’s far better to avoid negative experiences entirely by knowing the rules. For instance, taking photographs or video of another exhibitor’s booth is forbidden unless that exhibitor has given you express permission, and severe penalties are in place for violations of intellectual property rights. Ensure that you read the complete list so that you understand your rights and don’t encounter time-consuming problems.

Tip #6: You Can Rent That!

Many of the items an exhibitor needs to set-up a well-functioning booth can be rented from suppliers that have been working with SEMA Show exhibitors for years. They know what works, and they can advise first-timers about the best equipment for specific needs. Read the “Frequently Rented Items (First-Timer Cheat Sheet)” list (available through the online Exhibitor Manual). For the best rates, refer to the “Deadline Checklist’s” Advance Rate deadline. And be sure to check out the free material-handling offer if you will have less than 1,000 lbs. of material delivered to the Show in a private vehicle.

Tip #7: Air Reservation Discounts

There are savings to be had in the sky. Booking early for any trip is always a good idea in order to get the best pricing, and the SEMA Show organizers have also been working with major air carriers to acquire discounted airfare to this year’s event. American, Continental, Delta and United are among the airlines that are offering up to 10% off of round-trip airfare to Las Vegas. Visit the SEMA Show travel site for details, promotion codes and valid travel dates.

Tip #8: Check Your Listing!

Buyers, media and other attendees use the SEMA Show Directory and the SEMA Show Pocket Guide to find booths and plan their exhibitor visits. Many also keep one or both publications all year as references for manufacturer contact information. Be sure that your directory listing is accurate, including information such as telephone, website as well as company description. The deadline to update your SEMA Show Directory listing information is September 2. Your company’s designated SEMA Show contact will receive specific instructions via e-mail about how to update company information, but if you have any questions or need assistance, contact Marel Del Rio at 909/978-6740. One quick phone call will ensure that your listing gets properly printed.

Tip #9: Update Your Company Website

Everyone from buyers to consumers visit websites for both product information and to make purchases. Ensuring that the information contained on your site is accurate and up-to-date is always important but can be crucial in the period leading up to and immediately following the SEMA Show. Be sure that all links function as intended, that contact information is prominently displayed and that frequently asked questions are thoroughly addressed. If you’re planning to add new products or new functionality, there is no better time to do so than in the weeks leading up to the SEMA Show.

Tip #10: Know Your Booth (and How to Ship It)

Many first-time exhibitors don’t know what comes with a SEMA Show booth or the most effective methods to ship display materials. The online EM contains checklists for both. Refer to the “What Comes With a Booth?” link on the EM homepage to see what every booth package includes, and read the “ABCs of Shipping Your Booth to the Show” under the “Freight Shipping” section to learn about the scope of services offered by Freeman Transportation, the SEMA Show’s official provider. From pricing to quality carrier services, it’s worth the effort to investigate your options.

Tip #11: Enter a Product in the New Products Showcase

Ideas Alive: Featuring the New Products Showcase is a leading destination for SEMA Show attendees. Electronic scanners are provided to buyers and media to capture product information that can be downloaded in several formats, and the first product category entered is free.

One of the primary reasons that buyers and media attend the SEMA Show is to learn what’s new and to make contacts for future business. Ideas Alive: Featuring the New Products Showcase, is a leading destination on both counts. Located in upper South Hall, Ideas Alive is a 35,000-sq.-ft. flurry of activity from 8:00 a.m. to the close of the hall every day of the Show. Electronic scanners are provided to buyers and media to capture product information that can be downloaded in several formats, and the first product category entered is free using your exhibitor password. (Additional entries are $75 per product category if received by October 7; after, the fee is $150 per product category. Entries submitted on site will be accepted based on space availability.) All new products entered are eligible to win recognition as a “Best New Product” during judging prior to the highly anticipated New Products Breakfast, to be held Tuesday, November 1, from 7:30 a.m.–8:45 a.m. at the Las Vegas Hilton.

Tip #12: Enter a Featured Product

The SEMA Show organizers have developed a new opportunity for any exhibitor that doesn’t have a “new” product this year but wishes to showcase a product that is indicative of the kind of work the company does. The Featured Products will be on display within the New Products Showcase in Ideas Alive. Any exhibitor may place products in either area, though, only the first entry in a category is free, and subsequent entries will incur the fee structure noted in the New Product Showcase tip above. A Featured Products entry is a terrific opportunity to garner extra exposure in the highly trafficked upper South Hall.

Tip #13: Network Your Way to Increased Business

While the majority of business at the SEMA Show is conducted on the Show floor, don’t ignore the abundant social, educational and networking activities that are held during the week. Be sure to check out the Education Days schedule of seminars and workshops (free to Show attendees), and plan to attend special events, such as the New Products Breakfast, NHRA Breakfast, SEMA Speed Networking Breakfast—Powered by SEMA Businesswomen’s Network, SEMA Industry Banquet and many more. Most events are also free to attendees, and tickets are available when registering for the Show. For additional information, contact SEMA Special Events Manager Michelle Harris at 909/978-6684.

Tip #14: Take Advantage of Media Opportunities

Automotive and general-interest media of every type congregate at the SEMA Show to find new products, discuss editorial or broadcast opportunities and gather material for print stories, Internet features, blogs and radio and television programming. Take advantage of the opportunities they present to publicize your company and its products. But don’t assume that they’re going to find you. Develop a strategy to spark some interest. Get a list of the media outlets or staffers that you would like to have visit your booth (the five best magazines for your market, for instance) and send them invitations well before the Show. Have your marketing person set-up times to visit with them on specific days so that they know they’re expected, then follow up with a reminder the week before the Show. For more ideas and information, see “Working With the Media at the SEMA Show” on p. 38 of this issue.

Tip #15: Talk With the Pros

The ultimate source for all things SEMA Show is the team that organizes the event. From parking to lighting and from feature vehicles to celebrities, the Show Management folks have been there, done that and, in most cases, written the book (that oft-discussed Exhibitor Manual) on everything having to do with the event. Their knowledge is encyclopedic, so call them if you can’t find the answer to your pressing questions. The number is 702/450-7662, ext. 120.

Tip #1: Read All About It

To get the best possible jump on preparing for the SEMA Show, read the Exhibitor Manual (EM), which is available now. Read it all. It contains a wealth of information, including money-saving programs and features that can help make your first SEMA Show a triumph. The EM is a comprehensive how-to guide for SEMA Show exhibitors and contains complete information about many of the other tips that follow. The online EM features links to a full range of exhibitor information and an easy-to-use search function to make it simple for exhibitors to find what they need. Among the host of details included are applications for entering the New Products Showcase, conducting a press conference, displaying a feature vehicle, ordering electricity, announcing a celebrity guest appearance and more. Reading the EM and following its guidelines will take you 90% of the way to enjoying a successful SEMA Show.

Tip #2: Create a Plan

Set goals for what you want to get out of the SEMA Show and then create a plan for how you intend to achieve your objectives. Clearly define your budget based on items such as booth size, number of employees you will have in attendance, transportation and housing costs, pre-Show and at-Show marketing plans—every investment you will make to efficiently and effectively take advantage of the SEMA Show’s terrific opportunities to build business. Ensure that you register booth personnel well in advance of the Show (go to www.SEMAShow.com and under the “Exhibitors” box, click on “Register Staff” from the list). Ensure that your personnel are trained for their sales duties while at the Show, and consider how you will capture sales leads. All buyers will have a badge with their registration information encoded on it, which can be recorded on a lead retrieval scanner available from CompuSystems. (For more information, contact CompuSystems at 866/600-5323 or 708/786-5565).

Tip #3: It’s About the Money

As you go through the EM and create your SEMA Show plan, concentrate first on the “Budget Checklist,” located left at the top of the Exhibitor Manual online contents page. The “Budget Checklist” is an extremely convenient pop-up calculator that includes entries for nearly every SEMA Show contingency—from booth-space rental and building an exhibit to marketing costs and staffing expenses. As you put your information together, the “Budget Checklist” keeps a running total so that you can make changes to fit your allotted expenditures.

Tip #4: It’s About Time

The Exhibitor Manual provides comprehensive information about creating a budget, setting up a booth, displaying a feature vehicle and much more. Reading the EM and following its guidelines will save time, money and effort, so you can enjoy a successful SEMA Show.

It’s easy to overlook a deadline when you get busy prepping for the SEMA Show in addition to maintaining your normal business schedule. The “Deadline Checklist,” also on the Exhibitor Manual homepage, can be just the memory aid you need. The list details all of the important dates connected with the Show, including deadlines for marketing, booth-material ordering, lead-retrieval rental, New Products Showcase entries, registration dates and more. We suggest entering the dates pertinent to your company into your smartphone or organizer with alarms or, at the very least, printing the list and checking off the dates as you complete the step for the various deadlines.

Tip #5: Can I Do That?

The Exhibitor Manual contains a list of the SEMA Show’s Top 10 Do’s and Don’ts comprised of the most common issues that can create problems. The Show Management staff can alleviate nearly any situation you encounter, but it’s far better to avoid negative experiences entirely by knowing the rules. For instance, taking photographs or video of another exhibitor’s booth is forbidden unless that exhibitor has given you express permission, and severe penalties are in place for violations of intellectual property rights. Ensure that you read the complete list so that you understand your rights and don’t encounter time-consuming problems.

Tip #6: You Can Rent That!

Many of the items an exhibitor needs to set-up a well-functioning booth can be rented from suppliers that have been working with SEMA Show exhibitors for years. They know what works, and they can advise first-timers about the best equipment for specific needs. Read the “Frequently Rented Items (First-Timer Cheat Sheet)” list (available through the online Exhibitor Manual). For the best rates, refer to the “Deadline Checklist’s” Advance Rate deadline. And be sure to check out the free material-handling offer if you will have less than 1,000 lbs. of material delivered to the Show in a private vehicle.

Tip #7: Air Reservation Discounts

There are savings to be had in the sky. Booking early for any trip is always a good idea in order to get the best pricing, and the SEMA Show organizers have also been working with major air carriers to acquire discounted airfare to this year’s event. American, Continental, Delta and United are among the airlines that are offering up to 10% off of round-trip airfare to Las Vegas. Visit the SEMA Show travel site for details, promotion codes and valid travel dates.

Tip #8: Check Your Listing!

Buyers, media and other attendees use the SEMA Show Directory and the SEMA Show Pocket Guide to find booths and plan their exhibitor visits. Many also keep one or both publications all year as references for manufacturer contact information. Be sure that your directory listing is accurate, including information such as telephone, website as well as company description. The deadline to update your SEMA Show Directory listing information is September 2. Your company’s designated SEMA Show contact will receive specific instructions via e-mail about how to update company information, but if you have any questions or need assistance, contact Marel Del Rio at 909/978-6740. One quick phone call will ensure that your listing gets properly printed.

Tip #9: Update Your Company Website

Everyone from buyers to consumers visit websites for both product information and to make purchases. Ensuring that the information contained on your site is accurate and up-to-date is always important but can be crucial in the period leading up to and immediately following the SEMA Show. Be sure that all links function as intended, that contact information is prominently displayed and that frequently asked questions are thoroughly addressed. If you’re planning to add new products or new functionality, there is no better time to do so than in the weeks leading up to the SEMA Show.

Tip #10: Know Your Booth (and How to Ship It)

Many first-time exhibitors don’t know what comes with a SEMA Show booth or the most effective methods to ship display materials. The online EM contains checklists for both. Refer to the “What Comes With a Booth?” link on the EM homepage to see what every booth package includes, and read the “ABCs of Shipping Your Booth to the Show” under the “Freight Shipping” section to learn about the scope of services offered by Freeman Transportation, the SEMA Show’s official provider. From pricing to quality carrier services, it’s worth the effort to investigate your options.

Tip #11: Enter a Product in the New Products Showcase

Ideas Alive: Featuring the New Products Showcase is a leading destination for SEMA Show attendees. Electronic scanners are provided to buyers and media to capture product information that can be downloaded in several formats, and the first product category entered is free.

One of the primary reasons that buyers and media attend the SEMA Show is to learn what’s new and to make contacts for future business. Ideas Alive: Featuring the New Products Showcase, is a leading destination on both counts. Located in upper South Hall, Ideas Alive is a 35,000-sq.-ft. flurry of activity from 8:00 a.m. to the close of the hall every day of the Show. Electronic scanners are provided to buyers and media to capture product information that can be downloaded in several formats, and the first product category entered is free using your exhibitor password. (Additional entries are $75 per product category if received by October 7; after, the fee is $150 per product category. Entries submitted on site will be accepted based on space availability.) All new products entered are eligible to win recognition as a “Best New Product” during judging prior to the highly anticipated New Products Breakfast, to be held Tuesday, November 1, from 7:30 a.m.–8:45 a.m. at the Las Vegas Hilton.

Tip #12: Enter a Featured Product

The SEMA Show organizers have developed a new opportunity for any exhibitor that doesn’t have a “new” product this year but wishes to showcase a product that is indicative of the kind of work the company does. The Featured Products will be on display within the New Products Showcase in Ideas Alive. Any exhibitor may place products in either area, though, only the first entry in a category is free, and subsequent entries will incur the fee structure noted in the New Product Showcase tip above. A Featured Products entry is a terrific opportunity to garner extra exposure in the highly trafficked upper South Hall.

Tip #13: Network Your Way to Increased Business

While the majority of business at the SEMA Show is conducted on the Show floor, don’t ignore the abundant social, educational and networking activities that are held during the week. Be sure to check out the Education Days schedule of seminars and workshops (free to Show attendees), and plan to attend special events, such as the New Products Breakfast, NHRA Breakfast, SEMA Speed Networking Breakfast—Powered by SEMA Businesswomen’s Network, SEMA Industry Banquet and many more. Most events are also free to attendees, and tickets are available when registering for the Show. For additional information, contact SEMA Special Events Manager Michelle Harris at 909/978-6684.

Tip #14: Take Advantage of Media Opportunities

Automotive and general-interest media of every type congregate at the SEMA Show to find new products, discuss editorial or broadcast opportunities and gather material for print stories, Internet features, blogs and radio and television programming. Take advantage of the opportunities they present to publicize your company and its products. But don’t assume that they’re going to find you. Develop a strategy to spark some interest. Get a list of the media outlets or staffers that you would like to have visit your booth (the five best magazines for your market, for instance) and send them invitations well before the Show. Have your marketing person set-up times to visit with them on specific days so that they know they’re expected, then follow up with a reminder the week before the Show. For more ideas and information, see “Working With the Media at the SEMA Show” on p. 38 of this issue.

Tip #15: Talk With the Pros

The ultimate source for all things SEMA Show is the team that organizes the event. From parking to lighting and from feature vehicles to celebrities, the Show Management folks have been there, done that and, in most cases, written the book (that oft-discussed Exhibitor Manual) on everything having to do with the event. Their knowledge is encyclopedic, so call them if you can’t find the answer to your pressing questions. The number is 702/450-7662, ext. 120.

Tip #1: Read All About It

To get the best possible jump on preparing for the SEMA Show, read the Exhibitor Manual (EM), which is available now. Read it all. It contains a wealth of information, including money-saving programs and features that can help make your first SEMA Show a triumph. The EM is a comprehensive how-to guide for SEMA Show exhibitors and contains complete information about many of the other tips that follow. The online EM features links to a full range of exhibitor information and an easy-to-use search function to make it simple for exhibitors to find what they need. Among the host of details included are applications for entering the New Products Showcase, conducting a press conference, displaying a feature vehicle, ordering electricity, announcing a celebrity guest appearance and more. Reading the EM and following its guidelines will take you 90% of the way to enjoying a successful SEMA Show.

Tip #2: Create a Plan

Set goals for what you want to get out of the SEMA Show and then create a plan for how you intend to achieve your objectives. Clearly define your budget based on items such as booth size, number of employees you will have in attendance, transportation and housing costs, pre-Show and at-Show marketing plans—every investment you will make to efficiently and effectively take advantage of the SEMA Show’s terrific opportunities to build business. Ensure that you register booth personnel well in advance of the Show (go to www.SEMAShow.com and under the “Exhibitors” box, click on “Register Staff” from the list). Ensure that your personnel are trained for their sales duties while at the Show, and consider how you will capture sales leads. All buyers will have a badge with their registration information encoded on it, which can be recorded on a lead retrieval scanner available from CompuSystems. (For more information, contact CompuSystems at 866/600-5323 or 708/786-5565).

Tip #3: It’s About the Money

As you go through the EM and create your SEMA Show plan, concentrate first on the “Budget Checklist,” located left at the top of the Exhibitor Manual online contents page. The “Budget Checklist” is an extremely convenient pop-up calculator that includes entries for nearly every SEMA Show contingency—from booth-space rental and building an exhibit to marketing costs and staffing expenses. As you put your information together, the “Budget Checklist” keeps a running total so that you can make changes to fit your allotted expenditures.

Tip #4: It’s About Time

The Exhibitor Manual provides comprehensive information about creating a budget, setting up a booth, displaying a feature vehicle and much more. Reading the EM and following its guidelines will save time, money and effort, so you can enjoy a successful SEMA Show.

It’s easy to overlook a deadline when you get busy prepping for the SEMA Show in addition to maintaining your normal business schedule. The “Deadline Checklist,” also on the Exhibitor Manual homepage, can be just the memory aid you need. The list details all of the important dates connected with the Show, including deadlines for marketing, booth-material ordering, lead-retrieval rental, New Products Showcase entries, registration dates and more. We suggest entering the dates pertinent to your company into your smartphone or organizer with alarms or, at the very least, printing the list and checking off the dates as you complete the step for the various deadlines.

Tip #5: Can I Do That?

The Exhibitor Manual contains a list of the SEMA Show’s Top 10 Do’s and Don’ts comprised of the most common issues that can create problems. The Show Management staff can alleviate nearly any situation you encounter, but it’s far better to avoid negative experiences entirely by knowing the rules. For instance, taking photographs or video of another exhibitor’s booth is forbidden unless that exhibitor has given you express permission, and severe penalties are in place for violations of intellectual property rights. Ensure that you read the complete list so that you understand your rights and don’t encounter time-consuming problems.

Tip #6: You Can Rent That!

Many of the items an exhibitor needs to set-up a well-functioning booth can be rented from suppliers that have been working with SEMA Show exhibitors for years. They know what works, and they can advise first-timers about the best equipment for specific needs. Read the “Frequently Rented Items (First-Timer Cheat Sheet)” list (available through the online Exhibitor Manual). For the best rates, refer to the “Deadline Checklist’s” Advance Rate deadline. And be sure to check out the free material-handling offer if you will have less than 1,000 lbs. of material delivered to the Show in a private vehicle.

Tip #7: Air Reservation Discounts

There are savings to be had in the sky. Booking early for any trip is always a good idea in order to get the best pricing, and the SEMA Show organizers have also been working with major air carriers to acquire discounted airfare to this year’s event. American, Continental, Delta and United are among the airlines that are offering up to 10% off of round-trip airfare to Las Vegas. Visit the SEMA Show travel site for details, promotion codes and valid travel dates.

Tip #8: Check Your Listing!

Buyers, media and other attendees use the SEMA Show Directory and the SEMA Show Pocket Guide to find booths and plan their exhibitor visits. Many also keep one or both publications all year as references for manufacturer contact information. Be sure that your directory listing is accurate, including information such as telephone, website as well as company description. The deadline to update your SEMA Show Directory listing information is September 2. Your company’s designated SEMA Show contact will receive specific instructions via e-mail about how to update company information, but if you have any questions or need assistance, contact Marel Del Rio at 909/978-6740. One quick phone call will ensure that your listing gets properly printed.

Tip #9: Update Your Company Website

Everyone from buyers to consumers visit websites for both product information and to make purchases. Ensuring that the information contained on your site is accurate and up-to-date is always important but can be crucial in the period leading up to and immediately following the SEMA Show. Be sure that all links function as intended, that contact information is prominently displayed and that frequently asked questions are thoroughly addressed. If you’re planning to add new products or new functionality, there is no better time to do so than in the weeks leading up to the SEMA Show.

Tip #10: Know Your Booth (and How to Ship It)

Many first-time exhibitors don’t know what comes with a SEMA Show booth or the most effective methods to ship display materials. The online EM contains checklists for both. Refer to the “What Comes With a Booth?” link on the EM homepage to see what every booth package includes, and read the “ABCs of Shipping Your Booth to the Show” under the “Freight Shipping” section to learn about the scope of services offered by Freeman Transportation, the SEMA Show’s official provider. From pricing to quality carrier services, it’s worth the effort to investigate your options.

Tip #11: Enter a Product in the New Products Showcase

Ideas Alive: Featuring the New Products Showcase is a leading destination for SEMA Show attendees. Electronic scanners are provided to buyers and media to capture product information that can be downloaded in several formats, and the first product category entered is free.

One of the primary reasons that buyers and media attend the SEMA Show is to learn what’s new and to make contacts for future business. Ideas Alive: Featuring the New Products Showcase, is a leading destination on both counts. Located in upper South Hall, Ideas Alive is a 35,000-sq.-ft. flurry of activity from 8:00 a.m. to the close of the hall every day of the Show. Electronic scanners are provided to buyers and media to capture product information that can be downloaded in several formats, and the first product category entered is free using your exhibitor password. (Additional entries are $75 per product category if received by October 7; after, the fee is $150 per product category. Entries submitted on site will be accepted based on space availability.) All new products entered are eligible to win recognition as a “Best New Product” during judging prior to the highly anticipated New Products Breakfast, to be held Tuesday, November 1, from 7:30 a.m.–8:45 a.m. at the Las Vegas Hilton.

Tip #12: Enter a Featured Product

The SEMA Show organizers have developed a new opportunity for any exhibitor that doesn’t have a “new” product this year but wishes to showcase a product that is indicative of the kind of work the company does. The Featured Products will be on display within the New Products Showcase in Ideas Alive. Any exhibitor may place products in either area, though, only the first entry in a category is free, and subsequent entries will incur the fee structure noted in the New Product Showcase tip above. A Featured Products entry is a terrific opportunity to garner extra exposure in the highly trafficked upper South Hall.

Tip #13: Network Your Way to Increased Business

While the majority of business at the SEMA Show is conducted on the Show floor, don’t ignore the abundant social, educational and networking activities that are held during the week. Be sure to check out the Education Days schedule of seminars and workshops (free to Show attendees), and plan to attend special events, such as the New Products Breakfast, NHRA Breakfast, SEMA Speed Networking Breakfast—Powered by SEMA Businesswomen’s Network, SEMA Industry Banquet and many more. Most events are also free to attendees, and tickets are available when registering for the Show. For additional information, contact SEMA Special Events Manager Michelle Harris at 909/978-6684.

Tip #14: Take Advantage of Media Opportunities

Automotive and general-interest media of every type congregate at the SEMA Show to find new products, discuss editorial or broadcast opportunities and gather material for print stories, Internet features, blogs and radio and television programming. Take advantage of the opportunities they present to publicize your company and its products. But don’t assume that they’re going to find you. Develop a strategy to spark some interest. Get a list of the media outlets or staffers that you would like to have visit your booth (the five best magazines for your market, for instance) and send them invitations well before the Show. Have your marketing person set-up times to visit with them on specific days so that they know they’re expected, then follow up with a reminder the week before the Show. For more ideas and information, see “Working With the Media at the SEMA Show” on p. 38 of this issue.

Tip #15: Talk With the Pros

The ultimate source for all things SEMA Show is the team that organizes the event. From parking to lighting and from feature vehicles to celebrities, the Show Management folks have been there, done that and, in most cases, written the book (that oft-discussed Exhibitor Manual) on everything having to do with the event. Their knowledge is encyclopedic, so call them if you can’t find the answer to your pressing questions. The number is 702/450-7662, ext. 120.