Magazine for the professional tire industry
Issue link: https://mtd.epubxp.com/i/762675
MTD December 2016 3 editors, 3 takes A complete brand experience in a (relatively) small space By Ann Neal W hen it comes to trade shows, the SEMA Show and AAPEX are considered by many to be the center of the tire and automo- tive universe. Aendees are invited in to a booth to experience a brand firsthand, from one-on-one interaction with the exhibitor's products to face-to-face conversations with their people. Here's a look at how exhibitors combine creativity and technology to carve out a memorable space on the crowded show floor. ■ Left: What happens when a chassis component fails? Visitors to the Federal-Mogul Motorparts booth strapped on virtual reality goggles to find out. The demo helped Federal-Mogul promote the results of independent metallurgical test- ing of its Moog brand ball joints. Left: ACDelco used augmented reality tech- nology to create highly interactive displays in its AAPEX booth. Bosch Automotive Service Solutions featured the latest in OTC automotive tools and equipment alongside a fully restored 1930s Ford delivery truck. The restoration included 1930s-era OTC branding. The truck is a tribute to the com- pany's heritage as one of the first mobile tool selling manufacturers. In the booth, technicians could try new specialty tools and equipment as well as compete in diagnostic challenges for OTC kits and tools. Photos above: Easily recognizable in blue oxford shirts, Hunter Engineering Co. employees dem- onstrated wheel aligners, balancers, lift racks, tire changers, brake lathes, inspection equipment, and other products in the company's booth, one of the largest at the SEMA Show. At the virtual reality station, Hunter showed the latest software its reps are using to help customers design floorplans and visualize how equipment will fit in their shops. Right: Shelves held 3D printed replicas of all of ACDelco's major product lines. When placed on the countertop, chips embed- ded in the replicas gener- ated product information, videos, and sell sheets on the countertop and on screens mounted on the wall behind the counter. 34