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Posted: October 28, 2013

Connecting with SnugTop At the 2013 SEMA Show

Hartmut Schroeder tells the best ways to connect with them and other companies during the show.

By Dan Sanchez

As seasoned veterans of the SEMA Show, SnugTop has learned to take a proactive approach to making the most of their time. According to SnugTop’s CEO and President Hartmut Schroeder, the company sends out invitations to all its dealers by e-mail and fax. This ensures they get face-to-face time with as many of them as possible. Furthermore, if the company has a new product, they often unveil it at the show. “If it’s part of a high-profile project truck, we try to get the vehicle featured and published in magazines prior to the show,” said Schroeder. This pre-show exposure can definitely help brand the product and allow new and existing customers to visit their booth and see the product first hand.
“The true value of the show lies in the interaction with exhibitors and peers in a more relaxed atmosphere, away from the store,” explained Schroeder. “It’s important to go to these trade shows and feel the pulse of the industry, learn about new trends, and get inspired.” This is probably one of the reasons why Schroeder prefers to staff the booth with sales reps and specialists in marketing and international business. One of the best suggestions Schroeder has for any truck accessory retailer or customer who has a limited time at the show is to call and make an appointment. “Walking up to the booth is one option, but if the dealer wants to make sure that a certain person is available, then appointments should be made ahead of time,” he said. “For in-depth meetings, SEMA makes the member lounges available, and we like to take advantage of that.” In addition, SnugTop offers show specials during the entire week, and makes them available to attendees, as well as those who may not be able to attend. Schroeder also recommends prioritizing appointments, getting those in first within the exhibit hall that is the most relevant to your business. “Then fill the rest of the time with browsing through the show,” he said. For those with only one day available to them, this method can maximize your time, and allow the opportunity to see other products, and get a feel for the latest trends. SnugTop is at booth #35159 at the 2013 SEMA Show.

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