AASA presented a free Webinar on Sept. 24 for exhibitors on the vital subject of increasing AAPEX return on investment. The tips presented by the speakers ranged from the ‘standard operating procedures’ for successful trade shows to ‘nuts and bolts’ tips on maximizing marketing dollars at AAPEX.

Participants in the AASA Webinar, “AAPEX ROI for Exhibitors,” gained valuable information from three presenters:
• Tom Marx, The Marx Group Inc.
• Bill Glasgow Sr., W.T. Glasgow Inc., AAPEX management
• Marc Fleischaker, Arent Fox LLP

Marx addressed, “Marketing & Show ROI,” focusing on the importance of pre-event preparation, media relations and event planning.

“As Tom noted in his presentation, setting appointments before AAPEX will make all the difference between ‘attending’ and having a great event,” said Steve Handschuh, president and COO of AASA. “The AAPEX/SEMA Matchmaking tool, available at the AAPEX Web site, is an invaluable tool in this effort.”

Marx’s presentation also highlighted the contacts with international buyers available at AAPEX. “AAPEX show organizers have developed a close working relationship with the U.S. Department of Commerce through the years,” Handschuh noted. “Our event is one of 35 trade events worldwide selected to participate in its ‘International Buyers Program,’ which gives AAPEX exhibitors access to 35 to 40 international buying delegations and more than 2,000 international buyers attending the event for the first time,” he explained.

“Tom also discussed two exciting new features available to exhibitors this year: the ‘You Are Here’ kiosks and the AAPEX Theater,” Handschuh added. “These new programs will drive traffic to exhibits and give exhibitors new tools to promote their products and services.”

“We were pleased to have Bill Glasgow of W.T. Glasgow, the AAPEX show management company, address our Webinar and share his valuable experience in trade event management with exhibitors,” Handschuh said.

Glasgow’s presentation provided cost-saving tips such as
• Refurbishing existing displays instead of using new custom booths
• Choosing booth rental instead of custom design to save on furnishings, set-up and tear-down, and other costs

“Bill also discussed the AAPEX Inclusive Display (AID), another new cost-savings service for AAPEX 2009,” Handschuh said. “The AID services include drayage to and from booth, freight costs to the show, set-up and dismantling, booth furnishings, carpet and signage,” he added. “The advance pricing deadline for this service, available in a variety of booth sizes, is Thursday, Oct. 1,” Handschuh noted.

Marc Fleischaker, AASA legal counsel, briefly reviewed procedures for reporting counterfeiting or intellectual property rights violations during AAPEX.

“Early in its history, AAPEX instituted strong anti-counterfeiting and IPR guidelines, setting a ‘zero-tolerance’ at the event,” Handschuh stated. “Trade events worldwide have drawn on our expertise in this area and adopted the AAPEX guidelines.”

Presentations from the AASA AAPEX Webinar will be available soon at the AASA AAPEX Web portal, http://www.aftermarketsuppliers.org/aapexportal/index.html.