Show report
Feedback after the first year was positive, so it’ s continued. All enthusiasts are issued purple badges to identify them as non-trade visitors. I saw many engaged conversations, and lots of photos being taken.
One of my favourite stands( a 10x20; 18sqm) had the entire back wall covered with photos end users had sent to the company with their modified vehicles using the company’ s products. Talk about a testimonial wall! The grins and pride were real.
For trade exhibitions in the retail sector, think about opening to superfans on the last day of your events. Why? The reasons are two-fold. 1. It’ s an excellent way to increase communication between endusers and brands. Consumers get to chat products or equipment and ask about what’ s next. Brands can ask marketing and research & development questions of the consumers. What’ s working? What can be improved? What do they wish your company would produce or build? It’ s invaluable.
2. More people on the last day. Added benefit: amplified social media reach.
The SEMA Cruise Something else I’ ve written about before, but never gets old is the
SEMA Cruise. Upon show close, a parade commences with all the vehicles exhibited inside and outside of the show. Complete with bleachers and commentators, it’ s a celebration of car culture, a spectacle – and a lot of fun.
Visitors stay until the show closes to see it.
For your expos, what kinds of activations can you create to keep visitors on the show floor until the very end and celebrate your industry’ s community? Be creative. It may take some resources, but don’ t underestimate the value of how you make people feel at the end of the expo – leading to higher NPS scores and more word-of-mouth marketing year-round.
SEMA has cameras and drones out capturing the excitement and uses it throughout the year for promotional purposes. Coverage, as one would expect, is global.
Growing up in Los Angeles, a car-crazy town, I’ ve always had a soft spot for a great car show. This one continually exceeds expectations on so many levels. EW www. exhibitionworld. co. uk Issue 6 2025 45