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International Karting Industry Buyer's Guide

Kart Expo International

EYE ON THE INDUSTRY

LET’S ALL WORK TOGETHER!
By Darrell Sitarz

In the United States, the kart racing industry has two choices when it comes to trade shows — Kart Expo™ and KartFest. Many in the karting industry and many kart racers for that matter, think that these two shows are competitors — competing with each other for exhibitors and attendees. Nothing could be further from the truth!

The shows may take place in two vastly different areas of the country, but both are designed for attendees to better understand the sport and as a showcase for new products. The two shows are a virtual sellout every year and attract huge crowds — very good for the sport!

However, one thing that has troubled me for sometime is the fact that much of the US karting media (both print and web-based) is missing a huge marketing opportunity by not taking advantage of pre-show advertising sales.

I can’t speak for KartFest’s pre-show press, but I know Kart Expo constantly feeds updates and stories to all the karting media (and motorsports media as well), yet only one or two publications print anything. There are even some that refuse to print anything pre or post show. Odd when many advertisers in these publications or on web sites are exhibitors at one or both of the shows.

The Lawn, Garden and Outdoor Power Equipment Expo, which hosts the fun kart industry in July, has scores of publications within the industry, the vast majority of which prints pre-show press releases and stories on a regular basis. Why? Because it is good business as it shows the manufacturers, importers, distributors and dealers in the industry that they are indeed interested in the welfare of the industry and secondly, the publications benefit from additional advertising revenue from participating exhibitors. It’s a win-win situation for everyone involved!

I have even had one “publisher” tell me that Kart Expo and by inference, KartFest, are not national events. What could be more of a national event that the industry’s two trade shows? Between the two, there are probably more attendees than all the national racing events combined!

Until all of the US karting media understands that the karting industry trade shows are the best promotion tool we have, karting will remain fragmented and growth will be stagnant. We are all in this together and when this is finally understood, the sport will grow and prosper and everyone will benefit!

END

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