When you step on the show floor at Sema/AAPEX you are overwhelmed by the vehicles. Three years ago we had a client that had BMW’s and Mercedes as their low price point with Bentleys and Maserati’s at the higher end – and they were selling wheels. Five years ago it was the year of the Hummer – every paint job, raised, lowered, special upholstery – well we all know where they are now. Bringing a vehicle to an automobile-based show can be redundant, unless you are showing off your product on the vehicle.

However bringing a special vehicle to a baking show, or NAB, or Semicon can be a wonderful addition to your exhibit space. Of course there should be a hook – a sponsorship of some kind, or a charitable foundation. Just remember there are strict rules about timing, how much fuel can be left in the tank, disconnecting of your batteries. So if for instance you need power to your vehicle – you must arrange for a power convertor to bypass the batteries.

Logistics are everything. If you have a race car that you sponsor and a driver to sign autographs or take pictures then know ahead of time his time will be valuable. Pose attendees for pictures with the car. Then pose clients and important prospects on a stage with the driver and take pictures and get autographs. Maximize both your time and your ability to get to the right people on the show floor.