AAPEX effective tradeshow budgeting

Editor's Notes

1. Welcome to the first of 4 Webinar Session produced by AAPEX to help exhibitors prepare for the Largest Business to Business show in the Automotive aftermarket.
2. AAPEX 2010 – Tues. Nov. 2 – Thurs. Nov. 4 Sands Expo Center, Las Vegas, NV AAPEX represents the $285 billion global motor vehicle aftermarket. 2,000 + companies will Exhibit at AAPEX 2010 More than 2,000 exhibitors and 4 thousand booths. Up 15% over last year. Buyers representing Automotive parts wholesale distributors, retailers, service chains, jobbers and service professionals will attend AAPEX. Largest B to B show in the Automotive Aftermarket in the world.
3. AAPEX collects demographic information from all registrants. This data is part of the buyer profile. The information is stored in the bar code in the buyer badge. CompuSystems the company that provides the registration service has card readers available for exhibitors to rent to read the bar code.
4. Exhibit space rental: 32% Exhibit design: 20% this would include design and construction costs, refurbishment, display materials, graphics, storage, installation and dismantle costs, insurance etc. Show services: 14% electrical, plumbing, janitorial, security, telephone, carpet, furnishings, wireless access, lead retrieval system etc. Transportation: 9% freight, material handling, customs (if necessary) Travel and entertainment: 18% airfare, lodging, meals, ground transportation, training, staff attire, hospitality events, client and prospect entertainment Advertising & Promotion: 6% print advertising, sponsorships, public relations, direct mail, list rental, literature, promotional giveaways Other: 1% anything that doesn't clearly fall under the previous six categories
5. Booth Design Booth just for branding? Booth for meetings? Do you need shelves for product display? Do you have lots of products? What materials are you using? Can you reduce lighting? Can you reduce rigging? Rent Freeman has numerous packages available for rent Includes material handling Labor completed on straight time Flexible designs Easily branded Does not include electric, Internet and other Sands services
6. Pre-Show Promotion Sales calls to buyers to set-up appointments and announce that company will be at AAPEXCreate mailer detailing what your company is doing at AAPEX (Demo, education session, new product launch, new program launch etc…) Email blast inviting buyers to contact you prior to AAPEX to set up appointment Promote your brand You Are Here Boards ______ Internet Café ______ Internet Hot Spot 30 – 60 minute commercial on show floor TV Lots of other cool stuff
7. Invite a Customer – Exhibitors need to login and go to the exhibitor tab on the website. Exhibitors can invite as many customers as they would like. Unlike e-Vite the exhibitor has to send out the invite individually verses in a mass email. The matching program uses the
8. Labor Get detailed install and dismantle plan from exhibit house – practice run Have specialty contractors set-up in advance (riggers, electrical labor, internet etc…) Set-up during straight time Get a detailed list from exhibit house of all labor used during install and dismantle Carefully review previous years labor cost Material Handling Select a shipping date that allows you to ship at the lowest possible cost and to the warehouse in advance. If under 1,000 LBS. you may bring into the show on your own. Reduce print materials Consider a rental booth to reduce the shipping costs In design stage look for lighter materials
9. Booth Staffing Who needs to be in the booth? Each person costs on average $1 , 500 per person to bring to the show. Consider using a per diem vs. complete reimbursement unless employee can show that he/she was entertaining a buyer. Pre-set appointments Logo wear
10. In order to take full advantage of AAPEX and get the best return on your investment make sure that you at least update your AAPEX listing on the website. This information is used in a number of places - show guide, matching program and Your Are Hear Boards. All free.
11. Slide #30:   Change the name, title and email address from Linda Hyerdall to   Mike Blazejewski Vice President, Exhibitor Services [email_address]