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SEMA is employing highly targeted methods to attract tire and wheel buyers to this year’s SEMA Show. Over 11,000 tire, wheel and equipment buyers attended last year’s Show. The extensive, multi-channel marketing is targeting not only past attendees, but also fresh new prospects that have never attended the SEMA Show.
“The key to relevant messaging is to provide useful content that will help buyer’s businesses succeed during these challenging times,” says Dan Hobgood, SEMA Senior Director of Marketing. “For example, e-mail and direct mail to wheel and tire buyers includes specific wheel and tire market and industry information, hot new products, exhibitors that have already signed up and education sessions that key in on that buyer group’s interests.”
Full-page, color ads featuring the Wheel, Tire & Equipment section of the Show are already running in major industry trade publications including Tire Review, Modern Tire Dealer and Tire Business. Banner ads are also running on trade websites.
From more than 100,000 direct mailers, e-mails and voicemails, the message is clear: there is no better place than the SEMA Show to find everything you need to work smarter and increase sales. As the ad says, the SEMA Show truly is “Like a Pit Stop for Your Business."
Specific details on the entire 2009 SEMA Show attendee buyer marketing campaign.
Check next week’s eNews for how SEMA is targeting Racing & Performance buyers.