SEMA eNews Vol. 18, No. 14, April 2, 2015

Most Common SEMA Show Exhibitor Mistakes

By Becca Butler

  2014 New Products Showcase
More than 70% of buyers visit the New Products Showcase searching for the best new products at the Show. The most successful exhibitors participate in the Showcase with not just one product, but with multiple entries.
   

Nearly 2,400 companies exhibit at the SEMA Show each year to increase brand awareness, generate leads and network with some of the greatest minds in the industry. While many exhibitors leave the SEMA Show reporting success, some companies wonder what more they could have done. SEMA provides a number of tools and resources to help exhibitors succeed at the Show, getting the highest possible return on their investment. Below are some common mistakes SEMA Show exhibitors should avoid:

Not Entering a Product in the New Products Showcase. More than 70% of buyers visit the New Products Showcase searching for the best new products at the Show. Yet, less than one third of all exhibitors enter a product into the Showcase. The most successful exhibitors participate in the Showcase with not just one product, but with multiple entries. Products that do not meet the criteria as a “new” product can be included in the feature product category.

Not Connecting With Their Sales Representatives. SEMA has designated account representatives to help exhibitors with any and all things related to the SEMA Show. Your sales rep can help with logistics and educate you on all the different branding opportunities. Plan on connecting with them sooner rather than later to ensure you know and understand all of the different resources available.

Not Choosing the Right Booth Size. Exhibitors can be successful by selecting a booth that best serves their SEMA Show goals. Having the right booth size involves having enough space for your product displays, vehicle(s), staff members and more. Check out more tips on how to select the right booth size.

Ignoring the Media. More than 2,500 automotive journalists attend the Show looking for the latest products and news in the industry. Exhibitors can connect with media through the Online Media Center—a place for them to submit Show-related press releases. Other opportunities for exposure include entering a product in the New Products Showcase or having a feature vehicle on display.

Not Participating in the Priority Booth Space Selection Process. The Priority Booth Space Selection process is the best time for exhibitors to select their booths. While exhibitors can sign up any time up until the actual event in November, those who participate in the priority booth space selection have an advantage and will benefit with the best location and advance promotion. Exhibitors who submit their applications by Monday, April 6, 2015, will be included in the 2015 process.

Not Promoting Their Participation in the SEMA Show.
Exhibitors who promote their involvement prior to the Show not only connect with current customers, but they also attract new customers. Thousands of buyers come to the Show with a list of exhibitors they’re planning on visiting. Ensure you’re on that list by taking advantage of some of the low- and no-cost PR opportunities available to promote your SEMA Show participation.

What other mistakes or “lessons learned” have you made as an exhibitor? Share your thoughts in the comments area below.

Secure a booth for the 2015 SEMA Show.

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