AAPEX effective tradeshow budgeting


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  • 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.
  • 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.
  • 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.
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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.
  • Slide #30:   Change the name, title and email address from Linda Hyerdall to   Mike Blazejewski Vice President, Exhibitor Services [email_address]
  • AAPEX effective tradeshow budgeting

    1. 1. <ul><li>Effective Show Budgeting </li></ul><ul><li>AAPEX Session 1 </li></ul><ul><li>Exhibitor Summit May 3, 2011 </li></ul><ul><li>10:15 a.m. – 11 a.m. </li></ul>
    2. 2. Outline <ul><li>Basic Introduction to AAPEX </li></ul><ul><li>Budget Considerations </li></ul><ul><li>Important Deadlines </li></ul><ul><li>Important Contact Information </li></ul>
    3. 3. <ul><li>AAPEX 2011 – Tues. Nov. 1 – Thurs. Nov. 3 </li></ul><ul><li>AAPEX represents the $285 billion global motor vehicle aftermarket. </li></ul><ul><li>2,045 companies Exhibited at AAPEX 2010 </li></ul><ul><li>Buyers representing Automotive parts wholesale distributors, retailers, service chains, jobbers and service professionals will attend AAPEX. </li></ul><ul><li>Largest B to B Show in the world </li></ul>AAPEX
    4. 4. <ul><li>51,126 qualified buyers attended AAPEX/SEMA. </li></ul><ul><li>90% made buying decisions/recommendations. </li></ul><ul><li>90% buy for up to 10 locations (domestic). </li></ul><ul><li>24,000 were top management. </li></ul>2010 Buyers
    5. 5. AAPEX Survey Results <ul><li>3 Top Reasons Buyers Attend Shows </li></ul><ul><ul><li>Exposure to New Products and Trends </li></ul></ul><ul><ul><li>Identify New Suppliers </li></ul></ul><ul><ul><li>Build relationships with current suppliers </li></ul></ul>
    6. 6. Dollars and Cents <ul><li>Detailed Budget </li></ul><ul><ul><li>Labor Hours - Install and Dismantle Plan </li></ul></ul><ul><ul><li>Material Handling – Timing and weight are everything. </li></ul></ul><ul><ul><li>Booth Design - Electric, internet, materials, etc… </li></ul></ul><ul><ul><li>Rent or Buy </li></ul></ul><ul><ul><li>Staffing </li></ul></ul><ul><ul><li>Pre-show Promotion </li></ul></ul><ul><ul><li>On-Site </li></ul></ul>
    7. 7. Industry Standards For Budgets <ul><li>Exhibit space rental: 32% </li></ul><ul><li>Exhibit design: 20% </li></ul><ul><li>Show services: 14% </li></ul><ul><li>Transportation: 9% </li></ul><ul><li>Travel and entertainment: 18% </li></ul><ul><li>Advertising & Promotion: 6% </li></ul><ul><li>Other: 1% </li></ul>
    8. 8. Budget Details <ul><li>Sponsorships/Booth     </li></ul><ul><ul><li>Booth space </li></ul></ul><ul><ul><li>Membership Dues </li></ul></ul><ul><ul><li>Sponsorship </li></ul></ul><ul><ul><li>Other </li></ul></ul><ul><li>Subtotal: </li></ul>
    9. 9. Budget Details Continued <ul><li>Exhibit Rental/ Design/ Fabrication Costs  </li></ul><ul><ul><li>Project Management </li></ul></ul><ul><ul><li>Project Engineering (Installation Drawings) </li></ul></ul><ul><ul><li>Design Exhibit </li></ul></ul><ul><ul><li>Rental Graphic </li></ul></ul><ul><ul><li>Design Graphic </li></ul></ul><ul><ul><li>Production Refurbishment / Construction </li></ul></ul><ul><ul><li>Exhibit storage (per show) </li></ul></ul><ul><ul><li>Pull/ Prep </li></ul></ul><ul><ul><li>Other </li></ul></ul><ul><ul><li>Subtotal: </li></ul></ul>
    10. 10. Budget Details Continued <ul><li>Marketing </li></ul><ul><ul><li>Promotional Support Pre-show </li></ul></ul><ul><ul><li>Printing/ postage/ mail house </li></ul></ul><ul><ul><li>Giveaways Ads </li></ul></ul><ul><ul><li>Press Kits Show-site </li></ul></ul><ul><ul><li>Events On-site </li></ul></ul><ul><ul><li>Promotions Post-Show </li></ul></ul><ul><ul><li>Follow up Measurement of ROI & ROO </li></ul></ul><ul><ul><li>Other </li></ul></ul><ul><li>Subtotal: </li></ul>
    11. 11. Free Promotion at AAPEX <ul><li>Listings in the Show Directory </li></ul><ul><li>Website listing including products </li></ul><ul><li>Press Kits and announcements in Media Center </li></ul><ul><li>Buyer Connect (post show) where buyers are sent a list of every booth they visited </li></ul>
    12. 12. Budget Details Continued <ul><li>Decorator Services  </li></ul><ul><ul><li>Installation Labor </li></ul></ul><ul><ul><li>Dismantle Labor </li></ul></ul><ul><ul><li>Rigging </li></ul></ul><ul><ul><li>Carpet Cleaning </li></ul></ul><ul><ul><li>Porter Services </li></ul></ul><ul><ul><li>Material Handling (Exhibit Property)   </li></ul></ul><ul><ul><li>Audio Visual Services </li></ul></ul><ul><ul><li>Furniture Transportation (inbound and outbound) </li></ul></ul><ul><ul><li>Other </li></ul></ul><ul><li>Subtotal: </li></ul>
    13. 13. Budget Details Continued <ul><li>EAC Services </li></ul><ul><ul><li>Floral Booth </li></ul></ul><ul><ul><li>Catering  </li></ul></ul><ul><ul><li>Electrical Service </li></ul></ul><ul><ul><li>Communications- Phone & Internet </li></ul></ul><ul><ul><li>Lead Tracking </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Security </li></ul></ul><ul><ul><li>Other </li></ul></ul><ul><li>Subtotal: </li></ul>
    14. 14. Budget Details Continued <ul><li>Booth Staff Costs </li></ul><ul><ul><li>Travel </li></ul></ul><ul><ul><li>Housing </li></ul></ul><ul><ul><li>Meals </li></ul></ul><ul><ul><li>Booth Uniforms </li></ul></ul><ul><ul><li>Staff Training </li></ul></ul><ul><ul><li>Registration </li></ul></ul><ul><ul><li>Taxi, ground transport, parking </li></ul></ul><ul><ul><li>Other </li></ul></ul><ul><li>Subtotal:   </li></ul>
    15. 15. Budget Wrap-up <ul><li>Set goals for AAPEX and determine what investments need to be made to meet goals. </li></ul><ul><li>Review previous years expenses and estimate this year. </li></ul><ul><li>Know the details. </li></ul>
    16. 16. Deadlines <ul><li>Keep track of deadlines. </li></ul><ul><ul><li>In many cases there are reduced costs for ordering by a particular date. </li></ul></ul><ul><ul><li>Keep your team informed of important deadlines. </li></ul></ul><ul><ul><ul><li>Exhibit House </li></ul></ul></ul><ul><ul><ul><li>Sales Staff </li></ul></ul></ul><ul><ul><ul><li>Marketing Team </li></ul></ul></ul>
    17. 17. Deadlines <ul><li>Entry in the New Product Showcase 1-Jul </li></ul><ul><li>Advertising I the Official AAPEX Product Extra 5-Sep </li></ul><ul><li>AAPEX Celebrity Appearance Notification 10-Sep </li></ul><ul><li>Entry in the First-Time Exhibitor Showcase 15-Sep </li></ul><ul><li>Entry in the New Packaging Showcase 15-Sep </li></ul><ul><li>CompuLEAD Order 20-Sep </li></ul><ul><li>Advertising in the Official AAPEX Show Guide 23-Sep </li></ul><ul><li>Advertising in the Official AAPEX Show Daily 23-Sep </li></ul><ul><li>Badge Mailing Cutoff – International 14-Sep </li></ul><ul><li>Press Conference Facility Application 1-Oct </li></ul><ul><li>Traffic Max-Buyers Registration List 1-Oct </li></ul><ul><li>Car Rental 1-Oct </li></ul><ul><li>Provide Certificate of Insurance 1-Oct </li></ul><ul><li>Concept 2000 1-Oct </li></ul><ul><li>Exhibitor- Appointed Contractor Application 1-Oct </li></ul><ul><li>Standard Booth Sign Order Form 1-Oct </li></ul>
    18. 18. Deadlines Continued <ul><li>Display Vehicles 1-Oct </li></ul><ul><li>Photographer 1-Oct </li></ul><ul><li>Security 1-Oct </li></ul><ul><li>Models/ Hostesses 1-Oct </li></ul><ul><li>AVW Audio/ Visual/ Computers 1-Oct </li></ul><ul><li>Think Outside the Booth Promotional Opportunities 3-Oct </li></ul><ul><li>Electrical/ Plumbing/ Telephone Services/ Cleaning/ </li></ul><ul><li>Florist/ Catering 13-Oct </li></ul><ul><li>Badge Mailing Cutoff – Domestic 13-Oct </li></ul><ul><li>Freeman Companies/ Contractor Services 13-Oct </li></ul><ul><li>Attendee Pre-Registration 17-Oct </li></ul><ul><li>Send Freight Shipments to Freeman 25-Oct </li></ul><ul><li>Exhibitor Badge Registration 29-Oct </li></ul>
    19. 19. Complete List of Deadlines <ul><li>Visit www.aapexshow.com </li></ul><ul><ul><li>Click on exhibitor </li></ul></ul><ul><ul><ul><li>Exhibitor Deadlines </li></ul></ul></ul><ul><ul><li> or </li></ul></ul><ul><ul><ul><li>Exhibitor Services Guide </li></ul></ul></ul><ul><ul><ul><ul><li>Exhibitor Checklist – for a full checklist and other helpful Exhibitor information </li></ul></ul></ul></ul>
    20. 20. Contact Show Owners <ul><li>Show Owners </li></ul><ul><ul><li>AAIA </li></ul></ul><ul><ul><ul><li>www.aftermarket.org </li></ul></ul></ul><ul><ul><ul><li>301-654-6664 </li></ul></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><li>MEMA/AASA </li></ul></ul><ul><ul><ul><li>www.mema.org </li></ul></ul></ul><ul><ul><ul><li>919-406-8830 </li></ul></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul>
    21. 21. Contacts at Show Management <ul><li>Operations and show floor management: </li></ul><ul><li>W.T. Glasgow, Inc - 708-226-1300 </li></ul><ul><ul><li>Main Contacts at William T. Glasgow </li></ul></ul><ul><ul><ul><li>Bill Sr. (ext. 16) - Anything and Everything </li></ul></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><ul><li>Bill, Jr. (ext. 18) – Location, Move in and Out </li></ul></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><ul><li>Brian (ext. 17) – Floor Management and more! </li></ul></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul>
    22. 22. Contacts at Show Management <ul><li>New Product and Packaging Showcase, First-Time Exhibitor Showcase </li></ul><ul><ul><li>Betty Jaeger (ext. 20) </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Contracts, Exhibitor Badges, Exhibitor Login, Directory Listing, Invoices, Seniority </li></ul><ul><ul><li>Sandi Kulas (ext. 19) </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Website, Meeting Space </li></ul><ul><ul><li>Jacki Canter (ext. 22) </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Buyer Information, Media Contacts, International Buyer Program </li></ul><ul><ul><li>Judy Novak (ext. 15) </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>
    23. 23. Contact On-site Promotions <ul><li>AAPEX Think Outside The Booth Promotional Opportunities </li></ul><ul><ul><li>Karen Tuvin </li></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><ul><li>www.aapexshow.com </li></ul></ul></ul>
    24. 24. Contacts at Freeman <ul><ul><li>Freeman Companies – The Official AAPEX Decorator </li></ul></ul><ul><ul><li>702-579-1400 </li></ul></ul><ul><ul><li>http://www.freemanco.com </li></ul></ul><ul><ul><li>Material Handling, Freight Target Questions </li></ul></ul><ul><ul><ul><ul><li>Ted Merich </li></ul></ul></ul></ul><ul><ul><li>Exhibit Booth Rental </li></ul></ul><ul><ul><ul><ul><li>Marci Grodin </li></ul></ul></ul></ul><ul><ul><li>All other Freeman Services: Furnishings, Carpet, Graphics, Audio Visual, ect. </li></ul></ul><ul><ul><ul><ul><li>Ellen Crowley </li></ul></ul></ul></ul>
    25. 25. Contacts at the Sands Expo Center <ul><li>Electric, Internet, Phone Lines, Rigging, Audio Visual, Food and Beverage, Cleaning etc… </li></ul><ul><li>MAIN CONTACT: </li></ul><ul><li>Milton Dunn </li></ul><ul><li>Sr. Event Service Manager </li></ul><ul><li>(702) 733-5229 </li></ul><ul><li>[email_address] </li></ul>
    26. 26. Contacts at the Sands Expo Center <ul><li>INTERNET: </li></ul><ul><ul><li>Justin Herrman----(702) 733-5542 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>PHONES: </li></ul><ul><ul><li>Karl Snedeger........(702) 733-5799 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>
    27. 27. Contacts at the Sands Expo Center <ul><li>RIGGING/LIGHTING: </li></ul><ul><ul><li>Rita Taratko......(702) 733-5047 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>ELECTRICAL: </li></ul><ul><ul><li>Jay Godown........(702) 733-5548 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>
    28. 28. Contacts at the Sands Expo Center <ul><li>FOOD/BEVERAGE: </li></ul><ul><ul><li>James Hughes..........(702)733-5366 </li></ul></ul><ul><ul><li>Dir. Food/Beverage </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>
    29. 29. Contacts for AAPEX Official Publications <ul><li>AAPEX Products Extra – Offical New Products Publication </li></ul><ul><ul><li>Terri McMenamin, Advanstar Communications </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>AAPEX Show Guide and AAPEX Express – Official Directory and Daily Publication </li></ul><ul><ul><li>Jeff Stankard, Babcox Publications </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>
    30. 30. Contacts at CompuSystems <ul><li>CompuSystems is the official registration services provider for AAPEX/SEMA </li></ul><ul><ul><li>Mike Blazejewski </li></ul></ul><ul><ul><li>Vice President, Exhibitor Services </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Website:  www.compusystems.com/order </li></ul></ul>
    31. 31. More contacts <ul><li>For all the contacts you need at AAPEX go to www.aapexshow.com. </li></ul>
    32. 32. Thank You <ul><li>Have a great AAPEX! </li></ul>