SEMA eNews Vol. 12, No. 24, June 18, 2009

SEMA Campaign Targets Racing and Performance Buyers

  SEMA Show campaign ad
  Full-page color ads for the SEMA Show, like this one targeting buyers, are running in key racing and performance trade publications.

A favorite destination of all buyers attending the SEMA Show, the Racing & Performance section is located in the Central Hall of the Las Vegas Convention Center. Just about every one of the 50,000 to 60,000 buyers that walks through the doors of the Show expressed interest in racing or performance products when they pre-registered in 2008. The top product interest for all 2008 pre-registered buyers was, in fact, performance accessories.

At the 2008 SEMA Show, approximately 300 exhibitors indicated that they manufacture racing/performance products. More than 9,400 attendees expressed interest in racing/performance products and more than 18,500 attendees swiped badges at racing/performance exhibitor booths.

Attendees made a total of 116,522 scans at exhibitor booths in the Central Hall, making it the most popular hall of the Show. Nearly 800 vehicles, including sport compact, racing/motorsports, street performance, classic '60s/'70s musclecars and street rods and customs, were displayed in the Central Hall at last year’s Show, out of a total of over 1,600 vehicles.

On the marketing front, SEMA is employing highly-targeted methods to attract racing and performance product buyers to this year’s SEMA Show. The extensive, multi-channel marketing is targeting not only past attendees, but also fresh new prospects that have never attended the SEMA Show.

“Number one on any buyer’s list of goals for the SEMA Show is to see new products," says SEMA Senior Director of Marketing Dan Hobgood. "Our targeted e-mail and direct mail to buyers emphasizes all the new products they’ll see at the Show, many of which are conveniently located in the New Products Showcase. We also include racing and performance industry information, exhibitors that have already signed up, and education sessions that key in on that buyer group’s interests.”

Full-page color ads featuring the Show’s Racing & Performance section are already running in major racing and performance industry trade publications. Banner ads are also running on trade websites.

Indicated by the more than 100,000 direct mails, e-mails and voicemails, the message is clear: there is no better place to find everything you need to work smarter and increase sales than at the SEMA Show. As the ad says, the SEMA Show truly is “Like a Pit Stop for Your Business."

View specific details on the entire 2009 SEMA Show attendee buyer marketing campaign here.

Check next week’s eNews to learn how SEMA is targeting Mobile Electronics buyers.

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