ups 2014 sema show - realmrealmco.com/case-studies/sema_whitepaper_111015.pdf · realmco.com 2015...

UPS 2014 SEMA showTrade show strategy and support

realmco.com© 2015 Realm, Inc.

OpportunityThe Las Vegas Specialty Equipment Market Association (SEMA) Show, the largest gathering of auto aftermarket businesses and exhibitors in the U.S. for enhancing performance and aesthetics of vehicles after the sale, is filled with chaos and crowds.

UPS had found it nearly impossible in years past to make its presence at the show get the notice it deserved. But with $200 million in annual small pack-age revenue from SEMA member companies and an additional $80 million in opportunity, UPS was seeking to increase the scope of its presence and engagement opportunities at the show.

With more than 50 years of experience in the automotive industry, UPS knows this show – more than 100,000 industry leaders and over 60,000 domestic and international buyers – presents an ideal opportunity to spread the news that its expertise goes beyond package delivery to streamlining supply chains and optimizing growth.

Competing against custom cars, celebrities, bikini-clad models and a two-level trade-show booth next door – as well as FedEx and USPS – UPS needed not just to be noticed, but to define their presence and capture the attention of a highly targeted group of potential clients identified as show attendees.

After UPS’s participation in the show the past five years, and Realm’s mar-keting support and consultation with UPS subject matter experts, we have both come to know the audience, its needs and how best to address them. This has given us research to draw upon, helping us to cut through the clut-ter and sensory overload to not just gain attention but also produce results.

By rethinking UPS’s presence at the trade show from pre-show teasers to post-show follow-up, we could offer a one-of-a kind experience for attendees, speaking to the audience on their terms, clearly identifying UPS’s industry benefits, and making it easy to pursue leads by knowing the specific challenges for which booth visitors are seeking solutions.

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$280 millionin possible revenue opportunities


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AnalysisFrom its attendance the past five years and analysis of current attendees, UPS knew its audience for the SEMA show, including approximately 200 attendees they specifically wanted to target, fell into one primary and two secondary audiences:

Primary: Mid-market parts manufacturers – These manufacturers, prima-rily other exhibitors at the show, design and build products for both original equipment manufacturers (OEMs) as well as the aftermarket. With few U.S. locations, they want to optimize inventory to minimize costs and delivery time.

Secondary:

• Parts distributors may be exhibitors or attendees at the show. They typi-cally carry a large number of SKUs at many U.S. locations, so an efficient distribution network that allows them to compete on speed and price is critical.

• Retailers, the majority of show attendees, include companies with both brick-and-mortar and online presences. Their focus is on customer service, on-time delivery, e-commerce and returns capabilities.

Speaking in specifics rather than generalities is key to capturing the attention of these prized contacts, so our communications strategy included developing a show presence appropriate to the industry, as well as creating a way to easily distribute information that spoke to specific solutions for their specific challenges.

Goals and ObjectivesThe objective of the SEMA partnership is to increase conversion and pene-tration with the specialty aftermarket through targeted sales efforts, consistent messaging and a strong presence at the SEMA show and within the SEMA community. The specific purpose of UPS show participation is to:

• Continue to raise awareness and credibility within the industry through high-impact stakeholder relationships

• Increase leads, engagement and win rates in the industry• Raise awareness of UPS solutions beyond small package• Drive awareness, leads and engagement with international customers

160,000+show attendees, including industry leaders and buyers


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Custom shield art created for the event

Tire tread gauge

Pre-show targeted mailer, sent to approximately 200 attendees

Pre-show print and online advertising in SEMA publications and website


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Show signage


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SolutionWe worked with UPS to develop an appropriate theme and graphics to speak to the specialty aftermarket and reinforce five pillars that UPS wished to high-light – customer satisfaction, efficiency, global growth, e-commerce and cus-tomer insights. We developed a plan to roll this out into advertising, pre-show and post-show mailings to drive traffic and capitalize on leads, as well as the on-site presence. We recommended Poken® touch-marketing technology to track collateral selected and gather contact information, also providing a unique show experience.

“Fine tune your business” was chosen as the theme and a UPS shield was created comprised of auto-part icons that became a show symbol and was the basis for additional graphics.

We had a five-part strategy for the show:

1. Get them to the booth

• To drive traffic to the UPS booth, we created digital banner ads for SEMA eNews, SEMA.org and SEMAshow.com, as well as print ads in the SEMA Show Directory and SEMA News publications. We also created large outdoor banners and signage for UPS’s Logistics Lounge where attendees could take a break and learn more about UPS solutions.

• Approximately 200 targeted attendees received personalized pre-show mailers. It teased the giveaway of tool chests at the show, as well as the tools UPS offers for their business. It also promoted the Poken touch-marketing technology to be used at the show.

2. Deliver a one-of-a-kind experience

• The 30x30 booth design was an oasis for attendees in the midst of the chaos. It featured a large TV monitor that we enclosed to look like the back of a package car and presented a looping PowerPoint® presentation providing insights from the UPS/comScore study, “What’s Driving the Automotive Parts Online Shopper?” Six Poken stations in the booth drove customer engagement and collected lead information. Three UPS-branded commercial tool chests were given away during the show.

• Targeted contacts, as well as other visitors, were provided Poken porta-ble drives that they could use to instantly connect digitally with others, as well as download collateral with just a tap. With no other exhibitor at the show using Poken, attendees enjoyed the one-of-a-kind show experience.

65%of Poken recipients registered accounts


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When customers entered the booth, they were directed to the main Poken station to start their experience. This station asked, “What can we help you fine tune?” and contained the five pillars featured in the booth. Based on the visitor’s answer, he or she was directed to the corresponding station to continue their discussion and collect collateral related to that topic.

3. Speak to the audience on their terms

• Where possible, collateral such as case studies, brochures and sales sheets related directly to the automotive and aftermarket industry, offer-ing specific solutions for the specific challenges that these manufacturers, distributors and retailers face in their businesses.

• Using Poken, attendees could walk away with all the information they wanted, no paper necessary, eliminating the need to carry more stuff around the trade show.

• We were able to customize the Poken website where attendees could register their device. It was skinned to give it the same look and feel as the show, and provided an additional channel for UPS video case studies tied directly to the automotive and aftermarket audience.

4. Track attendees and gather information

• Poken provided complete reporting capabilities for UPS, assembling and sorting contact information. UPS was also able to track what col-lateral was downloaded and by whom for precise post-show follow-up.

5. Follow up on leads

• Approximately 40 attendees who visited the UPS booth and were identified as strong prospects received a full-size brown toolbox with a post-show mailer inside, customized based on information downloaded by them and tracked via Poken reports.

2,693total Poken interactions (Poken-to-Poken and collateral collection)


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1. Poken touch point2. Booth panel3. Booth panel4. Booth5. Tool chests

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4 5

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Animated PowerPoint® presentation in booth, playing within a UPS truck display


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Implementation and ChallengesWith a show date of November 4-7, 2014, initial meetings to discuss themes and concepts with UPS began in June, consulting with both UPS customer communications and subject matter experts. Realm helped develop messaging, and was responsible for all design work, as well as developing the pre- and post-show mailings, including ideas for the giveaways. Meetings and calls continued as messaging and designs were finalized.

We served as the contact for the Switzerland-based Poken, arranging calls to conform to differing schedules. We recommended Poken based on its easy way to track contacts and its full reporting capabilities. By using Poken, UPS also was able to continue its commitment to sustainability by providing collateral for download, saving the paper and cost of printing brochures, case studies and sales sheets.

A representative from Poken was on site before the show began to install touchpoints and software, as well as train UPS employees staffing the booth.

221total leads captured (200 domestic, 21 international) the most in UPS’s history at SEMA


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Challenge:As one of America’s largest mobile e-commerce websites and fastest-growing companies, RealTruck prides itself on customer service. However, with rapid growth the company’s flow of order-fulfillment information and its returns process wasn’t keeping up with customer expectations. Manual data entry, delayed updates and repeated email follow-up was damaging the customer experience.

Solution:UPS® delivered application programming interfaces (APIs) to solve both challenges. A tracking interface provides product availability, tracking and shipping infor-mation direct from suppliers, keeping custom ers informed and reducing service calls by 15 hours a week. A second inter-face syncs with UPS Returns® to generate labels that are sent via one email, cutting returns processing from four weeks to four days.

RealTruck stomps on the “growth accelerator”Online trailblazer strives for superior customer service, including returns

Challenge:With diverse ventures and shipments ranging from raw materials to parts to vehicles, Roush Enterprises wanted to spend less time and money managing their supply chain operations.

Solution:In close collaboration with Roush Enterprises, UPS® identified multiple solutions — from technology to freight to insurance — to help Roush save time, reach new markets and reduce risk.

Can your supply chain keep you in the race?Just as a winning driver depends on a trusted crew, Roush Enterprises relies on logistics to stay quick and efficient — and ahead of the competition.

Challenge:K2 Motor’s phenomenal expansion — a tenfold increase in sales in seven years of operation — has placed ”growing” demands on expansion planning and fulfillment.

Solution:UPS® and online power eBay teamed with K2 to offer consultative solutions that boost efficiency and cut cost/complexity, giving K2 valuable time to focus on their core business.

Climbing K2K2 Motor’s sales mount through UPS, eBay e-commerce

Poken lanyard

Custom Poken website

UPS® client case studies(These case studies were pre-existing collateral that UPS provided for Poken download at the show.)


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Poken reports


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Customized post- show gift and mailer,sent to approximately 40 attendees


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Measurement and EvaluationUPS saw a fundamental shift in the conversations it had with booth visitors, and gained more leads than ever before. Three turned into new business almost immediately. Results are summarized in the table.

Goals and Objectives Results

Continue to raise aware-ness and credibility within the industry through high-impact stakeholder relationships

Companies in this space form a close-knit community and follow each other’s behavior. UPS reports that conversations their team had with exhibitors at the show this year were different than in the past. Instead of asking why UPS was there, customers knew who among their peers ship UPS and were thinking of doing it, too. The perception shift demon-strates the value of the UPS show presence.

Increase leads, engage-ment and win rates in the industry

UPS achieved 200 domestic leads at the show. Two companies that had worked exclusively with a competitor signed contracts at the Logistics Lounge at the show to work with UPS. An additional contract was signed with a third company a month after the show.

Raise awareness of UPS solutions beyond small package

901 pieces of digital collateral were collected by guests via Poken. This collateral included sales sheets, brochures and case studies high-lighting UPS’s supply chain, technological and e-commerce capabilities.

Drive awareness, leads and engagement with interna-tional customers

UPS obtained 21 international leads, the majority from Canada with a few from China, the United Kingdom, UAE, Japan, Portugal and Turkey.

Use of Poken proved extremely successful. Of the 234 linked Pokens for tar-geted contacts, 154, or 65%, registered the device. And there were a total of 2,693 interactions, including Poken-to-Poken and collateral collection.

Though the use of the Poken technology was successful, UPS found that the layout for stations might have been too complicated. Rather than multiple stations for downloading collateral for each topic, one station would probably have worked better.

UPS will also consider a smaller booth next year based on the amount of traffic. With the other branding throughout the show, a smaller booth would not affect UPS’s overall presence.

3new contracts were signed by UPS in 2 months

Poken is a registered trademark of Poken.

PowerPoint is either a registered trademark or trademark of Microsoft Corporation in the United States and/or other countries.

ups 2014 sema show - realmrealmco.com/case-studies/sema_whitepaper_111015.pdf · realmco.com 2015...

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