EXHIBITING AT THE SEMA SHOW
NOW’S THE TIME TO BUILD YOUR PLAN FOR GROWTH AT THE INDUSTRY’S PREEMINENT TRADE EVENT
BY MICHAEL IMLAY
Economic fluctuations, supply-chain realignments, changing buyer habits—at times the market can feel like a confusing swirl of crosscurrents. For specialty-automotive manufacturers and suppliers, however, one steady constant remains: the annual SEMA Show, where the industry comes to do business.
"For businesses navigating a rapidly changing market, the SEMA Show offers more than inspiration; it offers stability and an unmatched environment to future-proof your business," says SEMA Vice President of Events Tom Gattuso. "In times of uncertainty, SEMA delivers clarity, confidence and opportunity, fueling connections that matter and growth that lasts."
In other words, if you’re already a registered exhibitor for the 2025 SEMA Show, set to return to Las Vegas this November 4–7, you’ve made perhaps the single best investment for growth that a business can make, no matter the market. And if your company hasn’t yet signed on to exhibit, there’s still time to do so at semashow.com/exhibitor.
"AS AN EXHIBITOR, YOU PUT YOUR BRAND IN FRONT OF AN INCREDIBLE AMOUNT OF BUYING POWER THAT CAN PROPEL YOU FORWARD IN THE AUTOMOTIVE SPACE."
No matter the economic climate, exhibiting at the SEMA Show is perhaps the single best investment a company can make for gaining exposure, finding new buyers and growing business.
A UNIQUE VALUE PROPOSITION
Having committed to the event, now is also the time to hone your Show plan to maximize ROI. According to SEMA Show Director Andy Tompkins, it all starts with recognizing and leveraging the Show’s unique value proposition.
"There may be some external factors we’re all concerned about right this moment, but the competitive landscape still exists—and you can seize a competitive edge when you demonstrate that you have new and innovative products at the SEMA Show. Our attendee surveys continue to find that discovering new products is top of mind for buyers and media alike," he says.
In addition, Tompkins believes the SEMA Show offers exhibitors unique opportunities to explore the industry’s latest trends, introduce and brainstorm new product lines, grab industry and media attention, forge new relationships and future-proof their businesses.
Moreover, Gattuso notes that industry-wide enthusiasm for the Show plays to an exhibitor’s advantage. "It just keeps growing," he says. "This year, we’ll be building on the momentum of 2024, which saw the largest SEMA Show we’ve ever had with more than 2,000 exhibitors in an event covering more than a million square feet at the Las Vegas Convention Center. But the Show isn’t just big—it’s the best-qualified audience in the world for specialty- equipment brands."
"It’s definitely a pure, qualified audience," agrees Tompkins. "Our 160,000-plus attendees are enthusiasts, influencers and decision-makers all rolled into one—everyone at the Show is dialed into the energy and passion on display throughout the week. As an exhibitor, you put your brand in front of an incredible amount of buying power that can propel you forward in the automotive space."
The Show is about more than exhibiting. By taking part in seminars and other Show activations, exhibitors can stay on top of the latest industry trends and innovations.
Booth vehicles and unveilings draw crowds and create media opportunities that can generate content that lives far beyond the Show.
A FIRST-TIMER FINDS SUCCESS
Tyler Green, founder and CEO of Cache Inc., can attest to the Show’s power firsthand. Headquartered in Sandy, Utah, his homegrown company is the developer of the Basecamp System, which it calls "the world’s first modular tailgate system" for trucks. Easily fitted to a tailgate, the padded unit acts as a secure carrying hub for bikes, chairs, coolers and other gear. Last year, Cache became a first-time exhibitor—yet admittedly with some trepidation.
"After seven years in business, we knew that the SEMA Show could be a great opportunity to grow our OEM business through new automotive partnerships," says Green. "But it was quite the internal debate whether ‘SEMA would be worth it’ for our company." Ultimately, the Cache team decided that landing just one new partnership would validate the time and money spent on the Show, so they made that their official goal. The strategy paid off.
"The response was amazing," Green relates. "With no preconceived expectations and surrounded by the large brands we continually look up to, we were shocked by the amazing traffic we produced with our team’s DIY setup. Within a few hours the first day, we were approached by almost every auto manufacturer’s accessory buyer and their teams. I’m proud to say we now will be launching four-plus new OEM partnerships that are set to go live in the coming months."
Based on Cache’s success in 2024, Green strongly encourages first-time exhibitors to come up with at least one objective for the Show, then "sculpt" a plan around that objective to reach their key performance indicator (KPI). Additionally, don’t underestimate the tremendous impact that an interactive, professional-looking booth can have on buyers and customers.
"This doesn’t mean you have to go spend thousands on professionals," he explains. "But dedicate time and resources to building out a booth that is welcoming, have product information [ready] and be prepared with business cards galore. Lots of opportunities will come up that lead to other doors you wouldn’t know were possible." Green’s ultimate piece of advice? "Begin reaching out to those you want to speak with months ahead of the Show—we learned that the hard way!"
From Tompkins’ perspective, Cache is a prime example of an exhibitor smartly leveraging the Show. The brand set a clear, attainable goal for return on investment; next it developed and properly executed a Show strategy tailored to that goal; and then, post-event, the brand diligently followed up on leads. "This is the proven advice we regularly give all our exhibitors," emphasizes Tompkins. "It may sound simple, but time and again, it works for all types of exhibitors, regardless of their size or what they hope to get from the Show."
Of course, SEMA Show planners realize exhibitors arrive in Las Vegas with a wide range of goals. Some mainly seek distributors or leads. Others aim to make a splash with a single new product, service or innovation. Larger businesses might have several items to showcase. Still others—especially legacy companies—focus more on strengthening their brand, attracting media coverage and connecting with content creators. Consequently, the Show has developed key features to deliver on all these fronts.
"Regardless of where you are in your company’s lifecycle, there’s no other place that can match everything our Show can do to take your business to the next level," asserts Gattuso. "Whether you want to fill a pipeline or raise your profile, this Show meets you where you are and provides you with the essential avenues for growth."
Outdoor activations present opportunities to see products put through their paces. Aligning your brand with these and other vehicular displays also grabs attention.
The SEMA Show’s 160,000-plus attendees are enthusiasts, influencers and decision-makers all rolled into one—making them a qualified, ready audience for whatever your brand has to offer.
TOP TIPS FOR SUCCESS
Whatever a brand’s specific objectives, Gattuso and Tompkins say that the most successful exhibitor strategies will typically include the following:
- Taking full advantage of the SEMA Show New Products Showcase (see sidebar p. 29), a top attendee destination. In fact, buyers and media routinely build their day-to-day Show itineraries around the innovations they encounter at this Show feature, so having one or more products in the Showcase significantly boosts your chances of making their destination lists.
- Designing an interactive booth. Think carefully about what you can reasonably showcase in the space you have to grab attention. Perhaps it’s your most eye-catching product or a top seller. Maybe it’s several. Either way, match staffing, signage, collateral and furnishings to your needs while considering visitor engagement and traffic flow. Live demos and/or immersive media are popular ways to draw in passersby, and even a simple video loop can spark conversations. (Bonus hint: Many successful exhibitors say they mock up a booth at their headquarters and practice their Show pitches months ahead of time.)
- Alerting partners and potential new customers well in advance of the Show. Share what you’ll introduce there and/or any booth promotions, presentations and activities. While you’re at it, inform the media by uploading a press release to the SEMA Show media site (semashow.com/press-release). An explicit invitation to attendees can go a long way toward drawing visitors to your exhibit.
- Considering a booth vehicle. Attendees are enthusiasts at heart and naturally gravitate to exciting builds. If a vehicle of your own is out of reach, consider supplying product to one or more of the Show’s hundreds of feature vehicles. (QR codes at feature builds lead attendees to exhibitors on the Show floor.)
- Scheduling time for Show networking events, educational seminars and activations. For an industry manufacturer or service provider, these Show features can be valuable in trendspotting, surveying what the competition is up to, staff training and enrichment, and exchanging fresh ideas and insights for growth with peers.
- Regularly consulting the Exhibitor Services Manual (ESM). The ESM contains detailed answers to virtually every question that can arise about exhibiting, deadlines, policies and procedures—making it an essential tool for success and cost savings. Access it online at exhibitor.semashow.com.
"…SURROUNDED BY THE LARGE BRANDS WE CONTINUALLY LOOK UP TO, WE WERE SHOCKED BY THE AMAZING TRAFFIC WE PRODUCED WITH OUR TEAM’S DIY SETUP…”
EVOLVING WITH THE MARKET
Along with the above "traditional" Show strategies, exhibitors will want to keep in mind the changing nature of trade shows in general, and the SEMA Show specifically. In today’s trade-event landscape, attendees are often younger, more connected and more interaction-oriented than ever before. That shift is fueling a wave of innovation in how the SEMA Show engages and entertains Showgoers, simultaneously bringing new opportunities for exhibitors to excite attendees and market to a wider audience.
"From live builds in SEMA Central to experiential features and drifting exhibitions, this isn’t your father’s trade show," Gattuso quips. "Younger attendees don’t want a B2B-only model. They want involvement, and we’re increasingly bringing that to them through interactive experiences, SEMA Live, SEMA Show Friday—Open to the Public and other features."
"This interactivity is a vital business opportunity," adds Tompkins. "And it’s pulling in a new class of storytellers and content creators who can extend your reach beyond your booth if you know how to tap into them and speak with an authentic voice."
A growing number of companies are learning to do just that, seeing the Show as a one-of-a-kind opportunity to generate both real-world buzz and digital impact around their booth activities. Many now time their product launches or vehicle unveilings for the Show, capitalizing on the massive reach the event delivers through social and traditional media. Content-creator (AKA "influencer") collaborations have also become a regular aspect of SEMA, along with brands doing their own live streamings and sharing of announcements, reels, clips and photos on social media.
"If you do it right, content gets created for you exponentially," observes Tompkins. "But whether you produce it yourself or let the Show do it for you, there’s no better place to gather a year’s worth of media assets."
"It’s easy to think that digital campaigns are enough—and yes, you can invest in a paid media campaign with impressive reach—but it won’t get you this audience," adds Gattuso. "SEMA attendees aren’t passive scrollers. They’re industry buyers, builders, creators and business owners who live and breathe automotive culture and eagerly share it online."
In other words, the SEMA Show remains a trade event where every exhibitor can easily stand out and grow their business. As Tompkins sums up, "The Show is a community that reflects the many facets and businesses of the aftermarket—including yours. If you come with well-set goals and a clear game plan for meeting them, people will find you, and all will fall into place. And why wouldn’t you want to be a part of that?"
"YOU CAN SEIZE A COMPETITIVE EDGE WHEN YOU DEMONSTRATE THAT YOU HAVE NEW AND INNOVATIVE PRODUCTS…”
A key Show tool for exhibitors, the New Products Showcase can extend your Show floor exposure and increase traffic to your booth.THE NEW PRODUCTS SHOWCASE
THE IDEAL SEMA SHOW FEATURE FOR RAISING YOUR PROFILE
One of the most savvy moves a SEMA Show exhibitor can make is to participate in the New Products Showcase (NPS)—a value-packed program designed to maximize visibility and drive booth traffic. With the first product entry always free of charge, there’s little excuse not to leverage this powerful Show feature.
In fact, internal SEMA survey data indicates that the majority of buyers discover new companies through the NPS. Whether it’s a physical product, poster or product video, an exhibitor’s presence there sets a tone for their booth and draws in attendees.
“It’s such a benefit to exhibitors,” says SEMA Trade Show Operations Coordinator Justine Hubbard, who oversees the program. “The Showcase puts your products right in front of media, buyers, builders, business owners and other industry professionals. It just blows my mind when an exhibitor fails to take advantage of it.”
“Nowhere else can we get to this many of our dealers and our consumers and show them new products that they get to touch and feel,” agrees John Myers of KICKER Stillwater Designs. “On the internet, you just don’t get that experience.”
This year, the NPS moves to the east end of the convention center’s Lower South Hall, right next to the main registration area—effectively making it an easy first stop for most Show attendees. In addition to on-site display, every product is professionally photographed, promoted across official SEMA Show channels, and listed in a year-round online gallery that continues to generate exposure long after the Show ends. Even better, all eligible new-product entries are considered for the 2026 SEMA New Products Awards and the SEMA Show Media’s Choice Awards, providing even more brand exposure and recognition.
As you plan your booth presence at the Show, don’t forget to enter your company’s products into the NPS at semashow.com/newproducts.
