Auto Service World
News   October 15, 2013   by Auto Service World

Top 10 Ways To Get The Most Out of This Year’s AAPEX/SEMA Show


TRAIN YOUR TEAM

• Messaging – theme, new products, sales pitch.

• Goals – set clear expectations and objectives.

• Merchandise – available materials and promotion.

• Team Leaders – who can help you answer questions?

• Schedules – breaks, important meetings, press conferences, etc.


GET THE MOST OUT OF MEETINGS

• Set up meetings with your most important customers & prospects in advance.

 • Find a quiet meeting area, either in your booth or near the trade show floor  (if you need to, reserve meeting space in advance).

• Establish goals and create agendas for each meeting.

GATHER INFORMATION

• Use a badge scan or swipe at your booth to collect contact info from your visitors.

• Train your employees to ask questions.

• Research prospects ahead of time – the more you know about your prospective customers, the more effectively you can

 appeal to them.

COMMUNICATE

• Provide relevant information to  your audience.

• Along with the usual brochures and  flyers, share your marketing programs and highlight seasonal promotions.

• Take advantage of the many advertising opportunities.

• Consider electronic advertising.

• Use your social media before and during the show.

SHOW THEM HOW IT’S DONE

• Give a live demonstration of your product at your booth.

• Set up video displays at your booth and play your company videos on loop.

• Consider giving your team iPads to present more info about your products.

USE THE MEDIA

• Provide a digital media kit via a CD, DVD or memory stick.

• Include all of your press releases from the last year. This gives editors an opportunity to pick up and use

 stories about your company.

• Consider hosting a news conference at your booth

• Line up editorial opportunities before the show, and conduct the interview at your booth.

EAT AND GREET

• Book a few seats or a table for your organization at the AASA Executive and AAIA Town Hall.

 breakfasts. The topics that are discussed over coffee and danish will be talked  about on the floor for the rest of the day.

• Make new friends. Don’t be afraid to enjoy lunch at a 10 top with 9 new faces.

TAKE A FRESH LOOK

• Walk the aisles and gather information on how your  competitors present themselves and their products.

• Get a fresh perspective – bring someone who hasn’t been to AAPEX/SEMA before.

NETWORK

Participate in networking receptions

 • Attend educational forums

 • Talk to customers, exhibitors, attendees  and prospects whenever you have the chance.

START YOUR FOLLOW-UP BEFORE YOU LEAVE

• Debrief your trade show team before you go home.

• Make sure everyone follows through.


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