SEMA Show Organizers Accelerate Exhibitor, Buyer Engagement Plan

By Della Domingo

The Exhibitor Summit helps prepare exhibitors for the Show and provides them with strategies for developing a Show budget and using the Exhibitor Services Manual.

As exhibit space reaches capacity at the Las Vegas Convention Center, SEMA Show organizers are focused on educating exhibitors and buyers on how to get the most out of the annual event taking place Tuesday–Friday, November 5–8, 2013, in Las Vegas.

Exhibit space is currently 12% higher than this time last year, making the 2013 SEMA Show on track to include more than 2,400 exhibiting companies—the highest in the SEMA Show’s 47-year history. As a result, Show organizers are shifting away from a sales strategy, and focusing instead on helping exhibitors and buyers connect with one another during the event.

“The trend over the last few years has been one of increased industry optimism,” said Peter MacGillivray, SEMA vice president of communications and events. “More than 130,000 industry professionals typically attend the SEMA Show, making it the largest annual gathering of small businesses in the United States. With a higher number of exhibitors at the upcoming Show, we’re working closer than ever with all Showgoers so that they have a successful event.”

Manufacturers and buyers come to the SEMA Show to do business. While the association regularly communicates to both exhibitors and buyers how to take advantage of the programs available to them, organizers are accelerating and heightening the programs, both in terms of quantity and quality. Some of programs include:

• Three-Part Exhibitor Webinar: While the organizers conducted webinars in previous years to educate exhibitors on topics, such as setting up a booth, budgeting for a trade show and identifying buyers at the event, Show staff expanded on the format by offering a three-part webinar this year. The series allows exhibitors to obtain more details and get practical solutions that could be implemented immediately. Details: www.sema.org/webinar.

• New Buyer-Focused Webinar: For the first time, a targeted webinar is being held to help buyers at the SEMA Show. Participants will learn how to navigate the event, how to connect with relevant exhibitors and more. Details: www.sema.org/webinar.

• Buyer Articles: Since May, weekly articles targeted to buyers have been included in SEMA eNews—the association’s weekly electronic newsletter. Recognizing that more than 25% of the 60,000 buyers who attend the SEMA Show each year have never been to the Show before, the articles are written primarily for first-time buyers. Past articles provided tips for navigating the convention center and offered insight on how to utilize the free shuttle service.

• Exhibitor Summit: The SEMA Show Exhibitor Summit has been held annually for nearly five years. The event provided exhibitors with strategies for developing a Show budget and using the Exhibitor Services Manual. To help all exhibitors, the sessions were all recorded and available to them on the SEMA Show website.

To learn more about the SEMA Show and how to get the most out of the event, visit www.SEMAShow.com.