Truck Parts and Service | Heavy Duty Trucking, Aftermarket, Service Info
Issue link: http://read.dmtmag.com/i/526047
brand and marketing, Aftermarket. Hetherington says Meritor's booths at end-user shows are typically interactive and product heavy to entice attendees and prospective customers. Conversely, with large fl eet or distribution shows — where attendees already recognize the Meritor brand — Hetherington says the company's booths are geared more to- ward strengthening existing relationships with service, support and consulting. Mike Baker says Automann has a similar focus. "We won't be as heavily focused on the information side of the business at an end-user show," says the company's sales manager. "We will focus more on products, showing the customers we can be that supplier for key aftermarket product areas they need." Creating a corporate message is another step in building a vendor's trade show plan. Suppliers strive to provide all customers with the most relevant information possible within the confi nes of a trade show. An appealing booth can bring a customer to a supplier; a clear message is required to keep them there. These messages come in many forms. Femco Drain Solutions' current mes- sage is focused on education, says Aaron Sage, COO. The company has been an active supplier in the trucking market for decades, but only recently has started self-distributing its products. Sage says the company is working tirelessly at trade shows to communicate to customers where their products can be ordered and purchased. Product breadth and depth is another area of emphasis when building a trade show strategy. When it comes to aftermarket events, suppliers work hard to have products on hand they know you can sell. Aaron Martin, vice president of sales at RSC Chemical Solutions, says that's one of the most important aspects to his company's trade show planning. Martin says RSC leverages the recognition of its more popular Gunk and Liquid Wrench brands to showcase its entire product offering. "Some products and brands are going to resonate more at some shows than others, and we take that into account when we go into a [trade] show," he says. Conversely, vendor plans that focus on a specifi c product lines or categories also can be successful. Lite-Check CEO Bob Blair says his company builds its trade show messages around products it anticipates attendees 15 Cover Story W W W . T R U C K P A R T S A N D S E R V I C E . C O M J u n e 2 0 1 5 | T R U C K P A R T S & S E R V I C E Maximizing the value of an industry trade show Trade shows offer customers and vendors an opportunity to address issues, solve problems and build relationships. Some products and brands are going to resonate more at some shows than others, and we take that into account when we go into a [trade] show. – Aaron Martin, vice president of sales at RSC Chemical Solutions