Automotive trade shows like SEMA are a great way to connect with potential customers and showcase your innovations. That's why nearly 1,800 exhibitors and 130,000 people attended the 2022 Specialty Equipment Manufacturers Association (SEMA) show. It's a high-energy event that showcases the latest in the automotive market, offering manufacturers opportunities to build brand awareness and generate leads.
But what happens when the event is over and the buzz fades? How do you keep those meaningful conversations and connections alive long after you pack up your booth?
That's where the real work begins: nurturing those trade show leads into loyal clients.
But before you dive too deep into the tactics, take a closer look at your product messaging. Is it relevant to each one of your audiences? Does it address their unique pain points and priorities? Or are you using a universal approach that risks leaving some prospects feeling overlooked?
By setting the foundation with precise, audience-focused messaging, you’ll be better equipped to nurture leads effectively and convert them into long-term customers.
Creating a roadmap for trade show lead nurturing starts with mapping out the “need gaps” of each audience. Identify the problems your products solve for each of your customers and tailor your messaging to fit. It’s not always going to be about having the latest innovations or technology. And simply focusing on being the cheapest often leads to a race to the bottom.
Start with one audience, such as dealers. What do they value most? Are they looking for a brand with great equity and trust that sets it apart in automotive trade show marketing? Or do they need a partner offering best-in-class service and warranties? Perhaps they value a brand that provides product training to help sales teams make better recommendations to their customers.
Once you've clarified your messaging for each audience, document it and make sure your entire sales team is aligned. Consistency is key—any disconnect between your marketing and sales messaging can leave your brand irrelevant to your leads.
So how do you keep the momentum going? You've crafted a compelling story that resonates with your audience, your website is optimized, you’re active on the right social platforms to build brand awareness, your sales team is firing on all cylinders, and you’ve added valuable contacts to your lead lists from trade shows.
At events like the SEMA show, you’ll encounter plenty of tire kickers. Budgets are tighter, and prospects have a wider range of options when looking for new products. They may have questions, be hesitant, or simply aren’t ready to buy yet.
That’s where trade show lead nurturing comes in—it’s an effective way to keep your brand top-of-mind until the timing is right. To succeed, your messaging must be tailored and consistent, especially when executing an automotive trade show marketing strategy.
Nurturing a lead is a daunting task if you’re relying on your sales team to send dozens of emails to hundreds of contacts. Instead, consider implementing lead nurture automation.
Automating the process allows you to send the right emails to the right leads at the right times. Then you can guide them through your purchase funnel seamlessly.
With automation, you can create a series of emails that address each key messaging point that resonates with your audience. Sometimes, just a few emails will trigger your desired response. Other times, it may take a dozen carefully crafted emails to build enough confidence for a lead to inquire about a deal.
Looking to strengthen your selling impact with digital marketing? The experts at True Digital Communications are here to help you overcome the marketing challenges your company is facing. Whether it’s trade show lead nurturing, technical content creation, social media strategies, paid programs, SEO/SEM, or trade show support, we’re ready to partner with you.
Request a needs analysis today, and let’s get started driving your success forward.
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