SEMA eNews Vol. 12, No. 26, July 2, 2009

SEMA Show Campaign Targets Restyling and Car Care Accessories Buyers

  Restyling Car Care Ad
  Part of SEMA's outreach to restyling and car care products buyers includes print ads like this one in key industry publications.

The Restyling & Car Care Accessories section of the SEMA Show is located in the North Hall of the Las Vegas Convention Center between the Paint, Body & Equipment and Mobile Electronics sections. Restyling & Car Care Accessories showcases exterior appearance and styling enhancement products including sunroofs, window film, roof racks, carpet, floor mats and steering wheels; and  general accessory and care products including vacuums, chemicals and much more.

Over 19,300 domestic and 5,800 international buyers walking through the doors of the Show expressed interest in restyling and car care accessories products when they pre-registered in 2008.

At the 2008 SEMA Show, approximately 304 exhibitors indicated that they manufacture restyling and car care accessories products; more than 5,304 attendees expressed interest in those products; and more than 13,230 attendees swiped badges at those specific exhibitor booths. There was a total of 101,930 scan swipes made at North Hall exhibitor booths last year.

On the marketing front, SEMA is employing highly targeted methods to attract restyling and car care accessories 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 Dan Hobgood, SEMA Senior Director of Marketing. “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 restyling and car care accessories industry information, a list of exhibitors that have already signed up and education sessions that key in on that buyer group’s interests.”

The adjacent full-page, four-color ads featuring the Show’s Restyling & Car Care Accessories section are already running in major restyling and car care accessories industry trade publications. Banner ads are also running on trade websites.

From the hundreds of thousands of direct mailers, 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.

Check next week’s eNews for how SEMA is targeting tool and equipment buyers.

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