SEMA eNews Vol. 22, No. 10, March 7, 2019

Know Your SEMA Sales Representatives: Brendan Gillespie and Eric Jurado

By SEMA Editors

SEMA Show sales representatives are the first point of contact for exhibitors with general Show questions, seeking sponsorship opportunities or looking to stretch their Show budgets by taking advantage of existing, value-added programs.

SEMA eNews will highlight sales people each week, continuing this week with Brendan Gillespie and Eric Jurado, who both represent the Racing & Performance section of the 2019 SEMA Show.

The Racing & Performance section is one of the most expansive specialty markets represented at the SEMA Show, featuring exhibitors in the Central Hall of the Las Vegas Convention Center and in the Racing Annex and Performance Pavilion. Judging by the New Product Showcase, interest in the market is high, with nearly 800 entries—from both first-time and veteran racing and performance exhibitors.

Eric Jurado

Eric Jurado

How many years in the automotive aftermarket industry? I have been in the automotive performance industry for 16 years.

What year was your first SEMA Show? 2005 was my first SEMA Show.

What do you feel is the biggest opportunity for exhibitors?
SEMA gives the exhibitors Direct Access to the market; The SEMA system gives exhibitors the ability to reach their primary market efficiently through our proven market strategies.

What advice do you have for exhibitors?
It is important to maintain your regular presence through the SEMA marketing channels. With regular presence in SEMA, the exhibitor will continue to develop awareness, thereby reinforcing the company’s position in the marketplace.

What is the most common mistake you see exhibitors make?
Many new companies come in with a big story to tell, and oftentimes remain a secret throughout the show. They rely on their exhibit display alone and do not take full advantage of all trade-show marketing opportunities.

What is the one thing you want all exhibitors to know?
Pre-show marketing dramatically increases sales. Exhibitors who market themselves attract 56% more buyers than those who do not. I can work with the exhibitor to get the attention of that buyer, get them to the website, get them to the exhibit, get them to contact the exhibitor to inquire about being a dealer, and get them to be part of distribution network. What are you doing to bring buyers into your booth?

Brendan GillespieBrendan Gillespie

How many years in the automotive aftermarket industry? 5 years

What year was your first SEMA Show? 2014

What do you feel is the biggest opportunity for exhibitors?
New exhibitors should be sure to attend the Exhibitor Summit to learn how to make the most of their SEMA Show investment. All exhibitors should also enter a new or featured product into the New Products Showcase.

What advice do you have for exhibitors?
Pre-market your presence at the Show. Know who you’re going after and target those potential buyers. They will NOT just fall into your lap; you need to have a plan!

What is the most common mistake you see exhibitors make?
Not making use of the resources that are available to you as an exhibitor. When you are approved for a booth, there are numerous free and paid opportunities available to you to promote your booth. Be sure to enter a new product and submit a press release, but also, try to attend the Exhibitor Summit!

What is the one thing you want all exhibitors to know?
The number-one resource for exhibitors is the Exhibitor Services Manual (www.semashow.com/esm). Here you will find pertinent information and deadlines that will help you plan and stay on track for a very successful Show.

 

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