Marketing 101: Create a Wow Factor

About this product:

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

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

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