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Delivering Value
By John Kilroy on March 12, 2013

One of the SEMA resources we tapped into recently was a post-Show survey organized by Gavin Knapp, SEMA’s senior market research manager. PRI has never conducted such a survey before, as we’ve always enjoyed close communication with exhibitors and attending buyers. But, it’s always worthwhile to verify your perspective on your business, and I’m happy to report that there was good news in the results. In this changing world, the racing industry trade show still retains its power in the marketplace.

The digital revolution may have captured everyone’s attention the past several years, but it does not trump the value of meeting face to face to conduct business, and get your hands on the components as part of new product sales demonstrations. 86% of buyers say they are more likely to buy from a company that exhibits in the PRI Trade Show. In fact, 89% of buyers planned to buy a product or service from an exhibitor in the 12 months following the show. That figure is probably higher, as 10% said they didn’t know at the time of the survey. On the exhibitors side, 88% said their business objective of generating future orders was met.

There’s still nothing like looking into the eyes of a person with whom you’re going to do business to check for any possible weaknesses in the story they’re telling. There’s nothing like picking up the product to personally witness all the details of how it was constructed and finished. There’s still nothing of more value than real life experience when it comes to the business of new racing technology.

In the upcoming April issue, look for our first advertisement for the return of the PRI Trade Show makes it plain what the goal of this year’s PRI Trade Show is...to connect to the thrilling tradition of racing innovation that’s been a part of the heritage of Indianapolis for over 100 years. PRI will showcase the amazing, previously unthinkable things that you can do to a car to make it faster. All sorts of cars. And the profound fun of this pursuit. You’re going to need all three days. It’s going to be a ‘speed feast’ throughout the Indiana Convention Center.

Free In-Room WiFi In Super Convenient Show Hotels—It’s been rewarding to see how the downtown hotels in Indianapolis have partnered with PRI to provide the most value for exhibitors and attendees at the 2013 PRI Trade Show. Michelle Gallegos, PRI’s housing manager, reports that in-room WiFi is being provided by all the hotels in the PRI Trade Show block. This is especially good news as Michelle also negotiated excellent rates with a broad spectrum of downtown Indianapolis hotels. No frustrating waits for a shuttle bus! All the hotels are within a short walk of the Convention Center, with several connected by climate-controlled skywalks. And downtown is going to be where all the after-hours business gets done in the Indianapolis hotels and nightspots, so you’ll want to be right in the middle of the action when racers take over downtown. It’s going to be fun!

About the Author
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John Kilroy is the Publisher of Performance Racing Industry magazine.
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