SEMA eNews Vol. 22, No. 11, March 14, 2019

Know Your SEMA Sales Representatives: Monica Terlouw and Scott Hartwick

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 Monica Terlouw, who represents the Collision Repair & Refinish and the Restyling & Car Care Accessories sections, and Scott Hartwick, who represents the Hot Rod Alley, Mobile Electronics & Technology, Powersports & Utility Vehicles, Restoration Marketplace, and Tools & Equipment sections of the 2019 SEMA Show.

The Collision Repair & Refinish and the Restyling & Car Care Accessories sections feature exhibitors in the North Hall of the Las Vegas Convention Center. Hot Rod Alley and Restoration Marketplace are located in the Central Hall, Mobile Electronics & Technology and Tools & Equipment are located in the North Hall, and Powersports & Utility Vehicles is located in South Hall Upper.

Monica Terlouw

Monica TerlouwHow many years in the automotive aftermarket industry? 25-plus years.

What year was your first SEMA Show? My first SEMA Show was in 1986.

What do you feel is the biggest opportunity for exhibitors?
The biggest opportunity for exhibitors at the Show is submitting product(s) into the New/Featured Products Showcase in order to maximize exposure at the SEMA Show and beyond. Participating in the New Products Showcase is more than just a place to highlight your product. The SEMA News team features all products entered in the printed magazine that is mailed to 18,000 industry professionals. Additionally, professional photographs of all products are taken and sent to media. Because many journalists are busy and don’t have the time or resources to take their own photographs, these images help exhibitors get more media coverage. And here’s the best part: The first product entry is FREE.

What advice do you have for exhibitors?
Take advantage of the exhibitor education available to help you be profitable and successful at the Show. The Exhibitor Summit is a two-day event that takes place in June at the Las Vegas Convention Center. Exhibitors will learn proven strategies to attract buyers to their booth; save big bucks on Show costs, such as material handling, electrical and related Show expenses; explore promotional opportunities through sponsorships; and many other saving strategies to maximize your ROI!

What is the most common mistake you see exhibitors make?
That you need a large booth to be successful. By being strategic and taking advantage of all the marketing and promotional opportunities available pre-, on-site and post-Show, a 10x10 can have as much success as a larger booth.

What is the one thing you want all exhibitors to know?
We are more than the Show. The SEMA Show is the best-known member-benefit SEMA offers. As a trade association, SEMA members can also take advantage of all the business resources and solutions offered to boost sales and cut business costs. Manage and distribute your product data with the www.semadatacoop.org. Plan better and stay ahead of the competition with SEMA Market Research and International Affairs to identify global opportunities. Visit www.sema.org/benefits to discover all the SEMA benefits.

Scott Hartwick

Scott HartwickHow many years in the automotive aftermarket industry? Seven years.

What year was your first SEMA Show? 2012 was my first SEMA Show, and I remember walking at least 10 miles and still not coming even close to seeing everything.

What do you feel is the biggest opportunity for exhibitors?
The Show is filled with opportunities for exhibitors and attendees alike. For exhibitors, our core focus has remained creating an environment that connects buyers and sellers under one roof. Regardless of your company size, know that the opportunity to present and sell your products to qualified buyers is always there. Take advantage of the resources designed to help you plan and put your best foot forward on selling your products while at the Show.

What advice do you have for exhibitors?
Take the time to get to know your rep and ensure that your company is taking full advantage of the resources designed to help your company be successful at the Show. Give us a call and let us walk you through our online Exhibitor Services Manual. Know what your target move-in time is and review our deadline checklist. Consider the benefits of shipping through the Freeman advance warehouse instead of directly to the marshalling yard. Think about booking your travel and lodging early and have a basic understanding of what comes with your booth (exhibitors with 400 sq. ft. or less receive 500 lbs. of complimentary material handling). Ensure that you take advantage of items such as our New Products Showcase, access to education seminars, complimentary booth vehicle spotting and more. Ask your rep about important policies or updates on the space cap policy and be aware of the expansion project for the Las Vegas Convention Center.

If you don’t know about what our Exhibitor Summit offers—please consider attending as part of your Show preparation. Besides the Show itself, the Summit is one of the best resources that SEMA offers.

What is the most common mistake you see exhibitors make?
Getting too caught up in that “perfect” location during our priority space selection process. Take the time to talk to your rep and understand the basics of the process. Focus on the resources designed to help your business succeed regardless of your location and place a heavy emphasis on pre-Show planning. As the saying goes, “Prior planning prevents poor performance,” and the SEMA Show is no different. Begin planning now and let your rep walk you through every step of the process.

What is the one thing you want all exhibitors to know?
SEMA Show management cares about your success and has a variety of resources specifically designed to help your business be successful, reduce costs and ultimately maximize ROI at the Show. Please take the time to have your rep introduce you to these resources. We are here to help and want to see your company succeed during the Show.

 

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