The Power of Influence
WELCOMING A NEW GENERATION OF CONTENT CREATORS TO THE SEMA SHOW FLOOR
BY JOHN NADERI
The SEMA Show, long heralded as the world's largest automotive aftermarket trade show, has always been a prime venue for product buyers and manufacturers to connect, exchange ideas and build business relationships. For decades, traditional media outlets have been key players in this ecosystem. But today's fragmented media landscape has ushered in a new wave of content creators, where even a single individual can reach millions of engaged followers.
The SEMA Show floor is now at the forefront of this evolution, serving as a crucial meeting ground between exhibiting manufacturers and these influential creators, who are especially evident during the Show's Friday Enthusiast Experience. Far from being "tire kickers," content creators now play a crucial role at the Show, generating the kind of brand promotion and consumer engagement that is invaluable to exhibitors in today's competitive market. When leveraged correctly, they can extend the reach of an exhibitor's Show activities far beyond the halls of the Las Vegas Convention Center.
WHEN LEVERAGED CORRECTLY, [CONTENT CREATORS] CAN EXTEND THE REACH OF AN EXHIBITOR'S SHOW ACTIVITIES FAR BEYOND THE HALLS OF THE [CONVENTION CENTER]..."
Far from being "tire kickers," content creators play a crucial role at the Show, and are a net plus for exhibitors.
MAKE THE SHOW WORK FOR YOU
As SEMA Trade Show Director Andy Tompkins explains, "Connecting with the media is one of the primary benefits of exhibiting at the SEMA Show. Each year, the Show attracts thousands of global media representatives from trade, mainstream and new-media outlets. In recent years, we've focused on the influencer community, ensuring they have access to the SEMA Show."
Tompkins understands that the Show draws media representatives from around the globe who are eager to report on the latest products, technologies and trends. "On-site, we offer a range of services through a dedicated Media Center, free registration and customer support to help media professionals connect with the stories of the Show," he notes.
For exhibitors, participating in the Show is a rare opportunity to share their stories with diverse media outlets. From submitting products to the New Products Showcase to hosting press conferences at the Media Center, there are ample opportunities to get your message across.
>>Today's fragmented media landscape has ushered in a new wave of content creators, where even a single individual can reach millions.
TURNING INFLUENCE INTO SALES
Ravi Dolwani, founder of CSF Race, a leading manufacturer of performance cooling systems, knows how to leverage these opportunities. Since starting his company in 2009 and exhibiting at the Show soon after, Dolwani has seen the impact influencers can have on his business, shaping how CSF allocates its marketing budget.
"Instead of spending $2,000 to $5,000 on a magazine ad, we now consider if that money is better spent working with an influencer or content creator," he says. "Working with influencers can also drive traffic to events like SEMA, especially if we can get them to our booth for autograph sessions or interviews." Year after year, CSF's SEMA Show booth draws crowds and, just as importantly, garners earned media that broadens the brand's reach. CSF builds excitement by showcasing influencer-built feature vehicles that highlight the company's products. One standout moment came in 2022 with the debut of the Stanceworks Ferrari—a time-attack 308 GTBi powered by an inline four-cylinder Honda engine. With nearly a million followers, Stanceworks generated significant anticipation before the Show even began, and the debut led to a wave of media coverage.
>>For exhibitors, participating in the SEMA Show is a rare opportunity to share their stories with diverse media outlets.
"WE'RE LOOKING TO MAKE REAL CONNECTIONS, HEAR YOUR PLANS, AND SEE HOW WE CAN WORK TOGETHER FOR THE FUTURE OF THE INDUSTRY."
However, Dolwani cautions manufacturers to be discerning when choosing influencers. "It's essential to identify the value an influencer can bring to your brand," he warns. "Some influencers are popular with casual audiences who view content as entertainment, while others with smaller followings may have a more qualified audience that aligns with your company's goals."
"For example, we prefer to work with a marketing company or content creator with a more technical focus, whose endorsement of CSF products holds more weight than a 'clout chaser' with millions of followers," Dolwani continues. "We take our brand seriously and want to partner with influencers who can help us reach core potential customers."
Vincent "Vin" Anatra, who helped build Hoonigan Industries into one of the world's largest automotive channels and was named SEMA's 2023 Content Creator of the Year, knows what it takes to create content that resonates with both audiences and brands. Now striking out on his own, Anatra is focused on building his personal brand.
A NEW ERA OF AUTHORITY
"I haven't been to the SEMA Show as an independent creator yet, but the goals remain the same: reconnect with the people I know and connect with new brands that align with my objectives," he says. "SEMA is not just a place to check out new products and wild builds, but also to identify trends and understand how companies are trying to reach a broader audience." With nearly a decade of experience creating content for the automotive space, Emily Reeves and her husband Aaron feel just as strongly about the importance of the Show. "I worked in marketing before starting our YouTube channel, so I always had the perspective of wanting to provide marketing success for the brands I loved," Emily shares. "Today, we have annual contracts with eight companies, all of which are represented at the SEMA Show."
As sales director at Toprank Importers—a leading importer of coveted Japanese and European sports cars—and a social-media personality in his own right, Brian Jannusch offers a unique perspective as both a brand representative and content creator.
"IF YOU WANT TO STAND OUT, ENSURE YOU'RE OFFERING SOMETHING VALUABLE AND CAN DEMONSTRATE IT EFFECTIVELY..."
>>In addition to covering Show floor activities, media and content creators scour the Show's New Products Showcase in search of items that will excite their audiences.
"SEMA is the pinnacle for enthusiasts and aspiring industry leaders like myself," Jannusch enthuses. "It's a place to learn, teach, connect and showcase across the industry. Collaborating with the Show, vendors and manufacturers has been crucial in growing Toprank's business and reaching new demographics. One highlight was our DAI33—a collaborative build for Formula Drift Champion Dai Yoshihara, in partnership with Toprank, GReddy and Turn14. This car was showcased in the Central Hall in 2023 and paved the way for even more exciting collaborative builds."
ADVICE FOR ASPIRING CREATORS
The SEMA Show has proven to be an invaluable asset for these creators, and they're eager to share their advice on building mutually beneficial relationships with exhibiting manufacturers. "The goal is to make connections, but you don't have to pitch everyone right away," Anatra advises. "Remember, companies receive requests for money, products and time all day long. If you want to stand out, ensure you're offering something valuable and can demonstrate it effectively. My advice: map out your values or project and come up with a short and sweet way to introduce it to the brands you want to work with."
"It's a great idea to prepare a media kit, whether a printed one-sheet or a PDF that can be sent after an in-person meeting," Emily adds. "Confidence and clear communication go a long way for everyone—influencers need to know what they have to offer, and brands need to know what they want from a creator."
"As someone who is both a content creator and exhibitor, I can say that those of us on the exhibitor side are there for business connections," Jannusch emphasizes. "A shoutout from an influencer or celebrity is great, but beyond being a clip in your video, we're looking to make real connections, hear your plans, and see how we can work together to shape the future of our industry."
AN ESSENTIAL RESOURCE
Whether you attend the SEMA Show as an exhibitor or a member of the media, there are countless resources available to help you achieve your goals. This year's Show is shaping up to be one of the best places to forge these invaluable connections.
