How PRI Show exhibitors can get the most out of their experience with the least amount of headaches.

 

 

Your company has signed up to exhibit at the 2025 PRI Show, and your team members have booked their Indianapolis hotel rooms for December. Since so much additional preparation is needed to guarantee a successful exhibit experience, where does someone begin?

Our show and sales teams are willing to offer their expertise, and on the following pages they offer some best practices for exhibitors to maximize return on investment (ROI) at the PRI Show.

Plentiful Resources

First, determine what goals are to be accomplished by exhibiting at the PRI Show. Goals can include: increase awareness of the exhibiting company, generate sales leads for future orders, network with others in the industry, introduce new products, and visit with current customers.

"What's the goal and principle of going to the Show?" asked PRI Show Director Karin Davidson. "What are you trying to gain from it? What's the ROI? Is it leads? Is it, 'I made connections with potential customers. Do people know my brand?' You have to put yourself out there a little bit at shows.

"Work your booth," she continued. "Do you know how to promote your product or brand? Be proactive. Be open. You know it all starts with a 'hello,' not just saying, 'hey, come buy my product.' You've got to be open and personable and have that connection with attendees."

After securing a booth on the PRI Show floorplan, the next step is to consider the goals to be accomplished by exhibiting. These can include increase brand awareness, generate sales leads for future orders, network with others in the industry, introduce new products, and visit with current customers.

 

After the goals are determined, next review the Exhibitor Service Manual, which can pretty much answer every question about exhibiting at the PRI Show. This can be viewed in sections at performanceracing.com/trade-show/exhibit. The PRI website features links to a wealth of information for exhibitors, which includes sponsorship opportunities, booth payment, floorplan, Featured Products Showcase, booth guidelines, move-in and move-out procedures, regulations and policies, registration and online forms, vendor information, FAQs, and more.

Davidson advised exhibitors to read the Exhibitor Service Manual and become familiar with it. For example, pay attention to booth height, where to place tables in the booth, demonstrations, entertainment, electrical, labor, security, noise level, and more.

"Reading the Exhibitor Service Manual allows you to review all the rules and regulations, so when you and your team get onsite, you aren't surprised by being called out for a 20-foot-wide wall or not being able to hang a particular banner," she said. The Manual details all the regulations regarding linear booths, peninsulas, and the Lucas Oil Stadium exhibits, such as trailers and motor coaches. But, she noted, "Whether you are a first-time exhibitor or a 36-year exhibitor, the rules have changed over the years, so it's best to review the Manual, where it's all right there at your fingertips, before arriving at the Show.

"Definitely do your homework," she added. "See how you can take advantage of making your booth the best it can be."

Booth Design

Once the booth space has been secured and the Exhibitor Service Manual guidelines reviewed, the next step is to design and build the exhibit display.

Whether the exhibitor plans to display in a 10- x 10-foot booth or a two-story peninsula, PRI's general contractor and decorator Fern is a helpful resource as the company offers booth design and building services as well as onsite drayage assistance.

For any exhibitor planning to invest in a new booth display for this year's Show, PRI Senior Show Specialist Tiffany Hale advised starting the process now. "I always recommend that exhibitors go to Fern first to look at that booth design and build," she explained. "They have a lot of helpful resources and creative designers. Based on your budget, they can do everything from just pipe and drape and a table to a full booth design and build out. They have the resources to do pretty much anything you would need there. There are other third parties as well, but we always recommended to start at Fern."

Whether it be booth design or any other help sourcing booth assistance, Davidson suggested contacting your company's PRI sales director. "Reach out to the salespeople because there are things that we can help with and direct them to use. They can provide contacts and even recommend companies to build ads for the magazine. There's always a way to help people, but a lot of our exhibitors may not know those avenues or those vendors to get that done."

Keep asking questions about how to improve the exhibitor experience. Turn to your PRI sales rep, who can offer advice about drayage, shipping, electrical, and anything else booth-related. You can count on their years of experience.

Drawing People to the Booth

In addition to the PRI show and sales teams, Hale recommended looking into a trade show marketing program that offers helpful tips, such the Certified Trade Show Marketer (CTSM) program from Exhibitor Magazine. "They will actually train your trade show team how to speak to people walking the aisles. If you have a team of introverted people or people who aren't comfortable doing that, that program will give them the tools they need to actually get the ROI you need instead of just showing up and saying, 'I'll just talk to whoever walks by.' That eliminates the hesitancy of talking to people."

PRI exhibitors should familiarize themselves with the Exhibitor Service Manual, which covers all the rules and regulations of the PRI Show. Utilize this guidebook for information about booth payment, move-in and move-out procedures, different required forms, vendor information, and hanging signs guidelines.

 

For those who may feel more comfortable behind the scenes, consider which employees would contribute best to not only drawing people into the booth to see your company's products but also those who are knowledgeable to discuss the products or services in detail and answer questions. For smaller companies, consider which team members interact best with the public. Is it a rock star receptionist who makes every customer feel special when they call? Utilize those skills at the Show by welcoming people to the booth.

Team members will need to answer questions about the company's products or services. Consider a salesperson who interacts daily with customers by answering questions and taking orders, an engineer who designs products and can answer installation or use questions, or someone from tech support who is skilled at answering customers' technical questions on a daily basis.

"Everybody brings something to the table differently, and it's how you utilize your people," explained Davidson. "Everybody has their traits. You just have to know your team, especially your strong salespeople."

While the travel and meal costs for bringing additional employees may seem a bit daunting, consider the value these employees bring to the company and translate that to the trade show experience. Remember those goals you determined already for the PRI Show? Utilize the assets found in these stellar team members and let them contribute to the overall success of your display.

Saving Money

Exhibiting at a trade show can easily cost in the thousands of dollars, but numerous opportunities exist to save money. One method is to utilize early-bird discounts per PRI Sales Director Scott Hartwick. "Plan ahead and take advantage of the various early-bird discounts that are available," he advised. "Most advance pricing discounts are specific to housing, Fern booth services, Featured Products Showcase, etc. Many of the higher charges are from orders completed onsite and at the very last minute."

For example, when ordering electricity for the booth through the Indiana Convention Center and Lucas Oil Stadium (ICCLOS), the electrical price list shows savings of a minimum of $50 up to hundreds of dollars, depending on the service, by ordering more than 14 days in advance of the first day of the PRI Show.

Exhibitors can generate additional buzz and exposure by submitting products into PRI’s Featured Products Showcase. Not only do buyers scan these cabinets and tables for new products to add to their inventory, but motorsports journalists and sanction officials judge the entered products and determine awards for the products they believe will have a significant impact for the following race season.

 

PRI Sales Director Celina Kluba cited one common misconception about exhibiting in the trade show as "it's too expensive," according to potential exhibitors. However, she emphasized that proper planning can alleviate added expense. "Secure third-party services early—exhibitors can save up to 50% by securing carpet, furniture rental, electric, etc., early." Aim to complete everything by October, she noted.

Shipping freight to the ICCLOS can be costly, so review your options. "Source multiple options for shipping," said Kluba. "Contact your freight provider, check with Fern, check with Performance Plus Global Logistics, as they offer discounted shipping for PRI Business Members."

When shipping smaller packages to the Show, consider mailing them directly to the hotel where the team will be staying, which saves money compared to sending them to the convention center. However, be aware that the hotels still may charge a fee for the shipment.

Another way to save money during Show move-in days is to roll in smaller displays and boxes to the convention center. Davidson said, "We always kind of kid around with the exhibitors saying, 'If you could push, pull, or drag it into the convention center, do it,' because it's less expensive for you to do that and bring an extra person, whether it's your coworker, or temporary labor, it can add up to a lot of extra expense."

Exhibit materials must be carried or "rolled." Rolling carts and casters, hand dollies, and push carts are allowed.

"We have to work smarter and not harder," said Davidson. "It's about using all your tools and what's in your toolkit in order to be creative and adjust to make it eventually work out for you."

One tip for those planning to unload smaller freight for their booths on either Maryland Street or Capitol Avenue is to be mindful of the posted parking signs in the loading/unloading areas. The city of Indianapolis does enforce its parking policies, and vehicles left unattended for more than 30 minutes are subject to tow. Additionally, no exhibitor move-in parking is allowed inside the Maryland Street canopy.

While it's not a time-saver—actually the contrary—moving in on Tuesday, December 9 rather than Wednesday, December 10 can save the team from the stress of moving in on the day prior to the PRI Show's opening.

"If you plan to come a little earlier, it might cost you another night for the hotel room, but you can pretty much have the whole place to yourself," Davidson stated. "Take the time that you need, set up your booth correctly. Use all the available resources onsite, whether it's the PRI personnel, Fern personnel, whatever can help you tweak your booth to be the best it can be."

Promotion

Reach existing and potential customers in advance of the PRI Show with numerous promotion opportunities and invite them to your booth.

PRI News: With a weekly distribution of more than 75,000 and an open rate of 30%, a $625 banner ad is reasonable, but the cost doubles during the premium PRI Show lead up from November 5 through December 13. Another option is to have sponsored content featured in the eNewsletter, which is also shared on PRI's website and its social media platforms. This article can be up to 1,000 words and can share a company's marketing message, reveal a new product, offer tech assistance—your company controls the message.

MYS Sponsorship: PRI Show exhibitors are listed on the online floorplan, but make your company stand out with an online floorplan upgrade. For only $545, this upgrade includes company information, booth number, product images or video, access to pre-Show leads and statistics generated from the listing on the PRI Show floorplan, links to press releases, floorplan "corner peel graphic," and being highlighted as "featured exhibitor."

"That Map Your Show corner peel graphic on the floorplan is one of the best ways to get a foot in the sponsorship door at an attractive price point," said Hale.

PRI Magazine: Advertise in PRI's flagship publication. Direct buyers to your booth by including the booth number in the advertisement. Plus, exhibitors receive special recognition in the PRI Show Exhibitor List, found in the November edition, which serves at the official PRI Show Guide. A special advertising deal is now available when placing an ad in PRI's "big three" issues, which consist of the October pre-Show edition, November Show Issue, and the December Buyers Guide. Every PRI member receives a subscription to PRI Magazine—either digitally or in print. Contact your sales rep for more information.

PRI Website: Stay top-of-mind with PRI Show attendees throughout the year and leading up to the Show with a web banner ad that is visible on both desktop and mobile devices. Floorplan and Show App sponsorship are also available. The website accounts for more than 2 million views annually.

Social Media: The marketing landscape has changed drastically with the incorporation of social media, and motorsports companies need to use social media for brand awareness.

When determining a social media campaign for the 2025 PRI Show, Hale advised, "I recommend exhibitors look at last year's hashtags (#PRI2024, #PRIShow). Look at those hashtags on Instagram, on social media, and see what got the most hits. See what was trending and take that and carry it into the 2025 Show and just expand on that. It's not stealing someone's idea, but it's taking that fresh initiative and maybe rolling with something that aligns more with your company or your product.

"What does that look like and how does that align with your audience?" she continued. "And how can you align your booth with that audience as well? Our recommendation is to look at last year's Show. What was popular and how can we evolve into this year with that?"

When posting about the PRI Show, include this year's hashtags—#PRI2025 and #PRIShow—which can be used before, during, and after the event.

"You have to market ahead of time," confirmed Davidson. "You have to get your brand out there. You have to use social media. Whether it's an upgrade on our floorplan, just be visible.

"People want to see these industry brands and videos of what you produce. If you're not out there, you're just getting left behind," she said.

A variety of sponsorship opportunities are available throughout the PRI Show, including hanging banners and signs, meter boards (seen here), various signage throughout the Indiana Convention Center and Lucas Oil Stadium, and more.

 

After the pre-Show promotion has rolled out, consider the various marketing opportunities onsite in Indianapolis. Numerous opportunities are available, including carpet ads, meterboards, aisle signs, window clings, hanging banners, column banners, stair signage, Lucas Oil Stadium scoreboards and ribbons, plus event and area branding.

"Sponsorships are endless," observed Davidson. "From carpet ads, aisle signs, banners, cups, clings in the bathrooms on the mirrors, there is a plethora of options all at different price points. Get your brand out there and make sure people know that you're going to be at the Show. Put your booth number on there, too."

Promote your products and direct buyers to your booth by entering several products into the Featured Products Showcase. Located in the Yellow Hall at the Capitol Avenue entrance, the display will include hundreds of motorsports products with printed descriptions that also show the company name and booth number.

The PRI Show attracts media from throughout the world who are looking to report on the latest products, technology, and news in the racing industry. To help reach media, PRI offers exhibitors opportunities to promote their Show activations and increase their brand awareness.

By participating in the Featured Products Showcase, an exhibitor's product is automatically entered into the Featured Products Showcase Awards program and could potentially be selected as a top product by expert journalists who serve as judges. Exhibitors can also promote their PRI Show activations and news by uploading press releases to the PRI Show Online Media Center and by being part of the Official PRI Show Press Conference Schedule, both of which are distributed to media covering the Show.

"Helping an exhibitor maximize their ROI and experience at the PRI Show is a priority for us," said Juan Torres, PRI Senior Manager-Public Relations & Media Management. "Our current tools and programs, which are free of charge, help us keep media informed before, during, and after the PRI Show."

For more information on these programs and tools, exhibitors can contact Torres at juant@performanceracing.com.

"Participate in the Featured Products Showcase," advised Kluba. "This is a great opportunity for exposure outside of your booth. Products are professionally photographed upon check-in, and the information is made available to the media. This is a great opportunity for media outlets to pick up your products for post-Show coverage. By participating, you're also eligible to win an award."

She continued, "Have a marketing plan, whether you have budget for advertising or sponsorship or not. Have a plan to promote your presence and products at the Show." Again, use the knowledge and experience from the PRI sales team, which can share proven ideas and advice.

Lead Retrieval

Those valuable leads can turn into profitable sales, so treat them as such. Some people may still covet the traditional business card, but electronic scanning can compile all the data of current and potential customers into one organized file. Maritz is PRI's new partner to collect buyer data. Visit the Maritz lead retrieval counters with the other exhibitor services at the ICC or Lucas Oil Stadium to rent an electronic scanner to scan the badges of PRI Show attendees who want more information about your company or who are serious about placing an order.

"Create a plan to capture leads at the Show," advised Kluba. "Utilize the lead retrieval service, host a giveaway from your booth to capture data, etc. Perhaps you offer a show special at the Show to close sales onsite. Devise a plan to follow up with leads post Show. Categorize leads into buckets: follow up this month, follow up within three months, follow up within six months."

Assign an employee to actually follow up or divvy up the leads. Buyers have expressed to the PRI team their confusion and disdain when they visit a booth, have their badges scanned, and then never hear a word again from that company. Don't let those sales leads prove void.

After Show Hours

Connections are made at the PRI Show, but don't overlook the value of networking before and after the event. Opportunities are endless from standing in line to get coffee in the morning, to sitting at a table at the Grand Opening Breakfast with people you have never met before, to sitting at the bar before or after dinner, and even while waiting to be seated at a restaurant.

"Networking after hours is important," advised Kluba. "Don't miss the Thursday night gathering in Lucas Oil Stadium after the close of the first day of the Show. And one piece of advice: Make dinner reservations early."

"Maximize the Show experience and take advantage of the afterhours options as well," added Hale. "You're going to start seeing people on the Show floor that you met the night before or you met in line getting lunch, and they're going to bring people to your booth. That's just that organic networking that happens at a trade show."

One more piece of advice from Hale for a successful trade show experience: "Wear comfortable shoes and stay hydrated."

 

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