Trade Show

Breaking the Scene

Challenge

The SEMA Show, which has been hosted by the Specialty Equipment Market Association (SEMA) since 1977, is one of the largest trade shows in Las Vegas. It’s open only to qualified automotive industry members, including vehicle manufacturers, aftermarket parts companies, media outlets, and buyers and sellers of automotive parts. With over 150,000 attendees, 3,000 new products, 1,500 feature vehicles, 2,400 exhibiting companies, and over 3,000 media members, companies must bring creative personnel and a solid social media strategy to compete for recognition at the booth and in a saturated social space.

Solution

First Brands Group, owner of FRAM Filters, Autolite Spark Plugs, Raybestos Brakes and StopTech Brakes, attended the 2022 SEMA Show to expand its reach and engagement on social media from a fresh, new perspective. They entrusted DeanHouston with creating a comprehensive social media plan leading up to and during the show. The DeanHouston team acted as on-site representatives during the show, handling content posting, creation and gathering.

The DeanHouston team ran a giveaway with NASCAR driver and FRAM partner Daniel Suarez months before the show and teased Daniel’s appearance at the First Brands Group booth, where he went live from the brand account, signed autographs and took photos with fans. The social media team captured content during the show and created recap reels, generating over 1,000 assets for First Brands Group. The team also gathered content from around SEMA to post to account stories, giving non-attendees a behind-the-scenes experience of what the SEMA show is like and has to offer.

The plan for Autolite was similar to FRAM’s. DeanHouston teased the presence of Autolite Grassroots racer Savanna Little’s race car at the First Brands Group booth and her two autograph sessions. The team collected assets for Autolite’s social media channels and created recap reels. Additionally, they utilized Autolite’s fictitious brand influencer, Autolite Annie, as an on-site influencer, capturing her experiences and increasing her reach and engagement at the show from a POV perspective.

Results

Multiple departments at DeanHouston collaborated to deliver an outstanding performance at the trade show. Their efforts resulted in impressing clients and setting a new standard for social media engagement and impact at trade shows. The successful execution of the well-planned social media strategies resulted in some of the highest key performance indicators (KPIs) ever seen from organic social media initiatives, demonstrating the company’s capacity to tackle even the most significant events in the country. This impressive outcome highlights the expertise and fortitude of the DeanHouston team in executing effective and impactful social media campaigns.

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