SEMA eNews Vol. 13, No. 36, September 9, 2010

SEMA Teams Up With Las Vegas on Buyer Outreach

  Las Vegas
  SEMA and the Las Vegas Convention and Visitors Authority (LVCVA) have
teamed up to reach out to qualified buyers that have yet to register
for the SEMA Show.

SEMA and the Las Vegas Convention and Visitors Authority (LVCVA) have teamed up to reach out to qualified buyers yet to register for the SEMA Show. The LVCVA is the official destination marketing organization of Las Vegas, responsible for bringing visitors to Las Vegas and Clark County by promoting tourism, conventions, meetings and special events.

SEMA provided the highest 15,000 quality leads out of a database of more than 500,000 unique records. “And that’s just from this decade,” according to Dan Hobgood, SEMA senior marketing director. "How we culled our vast database of buyers down to just 15,000 hot leads was to look at just domestic buyers, since most international buyers have already made their plans due to a longer lead time needed to secure visas and other travel arrangements."

“From there, we wanted to provide LVCVA with the most up-to-date telephone numbers, so we went with 7,500 names and corresponding phone numbers for buyers who attended both the 2008 and 2009 SEMA Shows," Hobgood added. "We also wanted to make sure and tap buyers that attend every other year so we provided another 7,500 buyers that attended in 2008 but not in 2009."

This phone outreach campaign is just one small portion of the comprehensive buyer marketing campaign that includes print and online ads in 115 titles, 300,000+ multiple direct mailers over the course of July, August and September, targeted e-mails beginning as soon as registration was opened on April 5, SEMA News and eNews articles, public relations communications and social media campaigns on MySEMA, Facebook, Twitter and LinkedIn.

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