Dear Jim,
I just had the opportunity to read your column “Show Me The Value” in this month’s Tire Review (July 2008).
Your comments are increasingly important in this challenging economic era and changing business landscape. The notion that we need to “wait out this storm” in anticipation of better times is a dangerous one. The trade show business has far too many victims who decided to “stick it out” rather than adapt and change with the times.
Led by the vision and experience of our current board of directors and the volunteers from our industry who served before them, we have a culture within the organization that positions the show at the forefront of our industry. Our foundation is built on quality and value – these words also serve as our guiding light as we adapt and change the show in the future.
Tangible examples of this commitment is best demonstrated by:
• An increased investment in international marketing which will deliver historically high numbers of buyers from international markets.
• Enhancements to the registration process that enables qualified attendees from the industry enhanced services while protecting the integrity of the show by screening out consumers and other non-qualified registrants. We are focused on delivering “quality” attendees that are qualified to do business at the show.
• Focus on emerging buyer categories like auto dealers who will be attending the first-ever Dealer Day, an intensive program for dealer principals that will create new revenue streams for their dealerships and new business for our exhibitors.
• Ongoing collaboration with hotels and trade show service providers to raise the level of service and value, while reducing or holding the rates. Our room block has more $100 hotel rooms than any time in our history.
• Our free education programs and networking events are now attended by more participants than ever before. These attendees are using the programs to add value to their show experience and go back to their businesses equipped with an enhanced ability to improve their profitability.
• Leveraging the exposure and marketing value of established and emerging media channels that attend the show that will highlight the products from our show to millions of consumers in global automotive markets.
While trade shows are subject to the same cyclical effects as any other business, the solid ground that our show was built on and the entrepreneurial spirit and innovation that our industry will continue to feed the success of the show and guide the future.
Thank you for addressing these important issues regarding the show. If you like, I would be happy to discuss any of these initiatives in greater detail.
Peter MacGillivray
SEMA
Vice President of Events and Communication
