Top Tips for Automotive Companies: Trade shows and events 2024 / 2025
Gemma Lovett BA (Hons), AffIMI, FCIM
Creative Lead at WDA Automotive Marketing - Helping automotive brands drive results
If you're planning to exhibit at an automotive show this year with the likes of the Classic Car Show , SEMA and AAPEX round the corner, you’re likely familiar with the costs (including those hidden ones!) and aiming for a solid return on your investment.
So, what’s your strategy? You might be surprised to learn that many exhibitors think simply attending is enough. If this sounds like you, it might be time to raise your expectations. Here are some quick tips to help make your show experience a bigger success for you and your team:
1. Planning
Do your homework by reviewing the exhibitor list before the show. Prioritise who you want to meet and schedule appointments. Don’t leave it to chance—popular exhibitors may be too busy if you drop by unannounced.
For exhibitors, plan ahead by scheduling appointments with key attendees. Use tools like LinkedIn to reach out and start booking meetings early. If attending with staff, ensure you have a solid team plan, defining roles and scheduling breaks.
2. Goals & Objectives
Set clear goals like gathering leads, building buzz before, during, and after the event, and even closing sales. Create a lead generation strategy with tangible targets, such as aiming for a set number of leads per day.
Use the event to foster business development with current clients, gather customer feedback, and stay informed on industry trends to sharpen your marketing strategy.
3. On-Stand Engagement
Make your stand memorable by doing something different to stand out from the competition. Avoid huddling with your team behind the stand; instead, engage visitors and create an inviting space. Networking is valuable, even with attendees who may not seem like immediate prospects—you never know where future business might come from.
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4. Content Creation
Capitalise on the event buzz by sharing social media content before, during, and after the show. If you’re too busy during show hours, take photos and videos for posting later. Keeping your audience engaged will amplify your presence.
5. Learn & Adapt
Take advantage of the workshops, technical talks, and demonstrations offered at the show to stay ahead of new industry trends and technology. Gather insights that can help shape your future strategies.
6. Comfort Matters
Be prepared for long days on your feet—wear comfortable shoes and pack layers for varying temperatures in the halls. A little comfort goes a long way in keeping you sharp and energised throughout the event.
7. Follow Up
Draft follow-up emails during downtime at the event. Reach out to potential leads soon after the show, but remember many attendees may take a few days to catch up after the event, so plan accordingly.
Following these tips can help ensure that your time at the show pays off and sets you up for success.
If you would like further advice or marketing support to help you maximise your 2024/5 automotive show presence and return on investment, then give the team a call on 01332 372728, or send us an email via our online contact form here .