Aftermarket Insider Issue 66 - (Page 13)

trade shOW It’s almost time for AAPEx, and guest columnist Tom Marx, The Marx Group, offers tips and advice on making the most of your time in Las Vegas, Nev. in this Special Edition Trade Show Toolbox. toolbox INSIDER VolUME 66 Sp TR Ec AD iA E l SH ED O iT W iO n By Tom Marx The Marx Group Trade Show Strategy – Don’t Leave Town without It! Don’t look now, but AAPEX and SEMA 2010 are almost upon us. To make the most of the shows, you need to start preparing NOW. A successful trade show experience requires much more than a strong exhibit with good visual elements and current product literature. Developing your strategy early in the year is an excellent way to ensure the right prospects visit your booth, effectively launch a new product and quantify results after the show. Any way you look at it, trade shows are an expensive and significant investment. Many companies have tightened their budgets in response either to the recession, or to changes in their focus. If you do decide to exhibit in a show, the only way to get the full potential return on your investment is to begin with a solid trade show strategy, including full buy-in from your sales, marketing and product teams. This will let you take full advantage of opportunities at the event. Trade Show Strategy RoadMap Trade shows can positively impact a significant percentage of your annual sales – or they can squander your time and money. Which way they go depends on your strategic planning. Ensure that your company makes intelligent use of the remaining time to develop a strategy that meets your short- and long-term objectives. An effective trade show strategy begins to take shape as you determine what you want to accomplish and in what order of importance. Follow our simple guidelines, and you could make this year’s trade shows your most successful yet, whatever your budget. continued on page 14 AFTERMARKET INSIDER | VOLUME 66 | 13

Table of Contents for the Digital Edition of Aftermarket Insider Issue 66

Aftermarket Insider Issue 66
Table of Contents
President's Message
AAPEX News
AAPEX 2010: A Snapshot of This Year's Show
Member Profile
Trade Show Toolbox: Special Edition
International Focus
Government Affairs
Market Research
"Be Car Care Aware" Pilot Program
Campaign Update
Technology Update
Telematics Trendline
Market Research

Aftermarket Insider Issue 66