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