This article originally appeared in the November 2025 issue of THE SHOP magazine.
During my career in vehicle restyling, I have learned one thing above all else—nothing beats showing people what you can do in person. Here at Automotive Concepts, local and regional car shows like the Twin Cities Auto Show, Cars & Coffee meets and especially the Minnesota State Fair are the heartbeat of our shop’s marketing, product development and sales.
We have built our business strategy around these events because they put our work in front of people who did not even know they wanted a custom vehicle—until they sat in one. The show floor is where awareness, education and intent converge. Visitors do not just scroll past a picture—they open doors, touch materials, ask questions and start envisioning ownership. That sensory experience is something no ad campaign can replicate.
WHY SHOWS OUTPERFORM TRADITIONAL ADVERTISING
- Unmatched exposure. At the Minnesota State Fair alone, more than 2 million people pass through the gates in 12 days. That is more impressions, better conversations and deeper engagement than any digital campaign could deliver.
- Proof is in the metal. Our industry runs on credibility. A live display eliminates doubt about fitment, finish and functionality in a way brochures never can.
- Real-time R&D. Shows are the best focus groups you will ever find. What stops people in their tracks? What sparks questions? Those insights shape our next packages, inventory buys and design direction.
- Immediate sales. We’ve sold multiple display vehicles during major events. At the 2025 Minnesota State Fair, a new custom designed Bronco was purchased on Day One by a couple from Los Angeles visiting relatives. By Labor Day, it was already on a truck headed west.
DEALERS AS CO-STARS
When it comes to show exhibits, we always bring our new car dealer partners into the mix. They love it because:
- It creates excitement around models they already carry.
- It gives them turnkey packages they can confidently finance and warranty.
- It turns customization into part of the purchase conversation instead of an afterthought.
We pre-approve packages with management and will always display a few “showstopper” builds. By equipping our sales staff with pricing lists and build sheets, it’s not uncommon for deals to get written right on the show floor.
When those vehicles roll back into a dealership—already sold—it is a big moment. Dealers post about it, brag to their teams and usually hand us another stock unit to customize right away. That keeps momentum alive long after the event wraps up.
The highly engaged and successful dealer partners will send some of their top performers to represent their dealership in this exciting show environment.
VENDOR PARTNERSHIPS THAT PAY OFF
One of the biggest mistakes I see shops make is treating vendors like order-fillers instead of partners. Our vendors do not just ship us parts—they show up in the booth with us.
When suspension manufacturers or pickup topper companies send reps to work an event, they validate the quality of the build, spend time answering technical questions, and expand our footprint and theirs.
Better yet, they often help offset costs with co-op marketing dollars, materials for high-profile builds or logistical support. If you are not bringing suppliers into your event strategy, you are leaving budget and credibility on the table.
DESIGNING A DISPLAY THAT CONVERTS
We approach every show like a pop-up showroom with one goal: measurable action.
- Curate with intent. Four to six builds covering different buyer personas and budgets work better than a dozen unfocused vehicles. Anchor with one or two “showstopper” builds but always include approachable and affordable packages as well.
- Stage a story. Before-and-after boards, component displays and open interiors invite exploration.
- Make it easy to buy. Use QR codes, scannable build sheets and e-sign-enabled tablets. Offer show-only incentives and fast-turn build schedules.
- Train as one team. Every morning, huddle with staff, dealer closers and vendor reps. Everyone needs to answer objections and speak the same language on features, pricing and benefits.
- Keep the booth fresh. Rotate vehicles, wipe them down every night and run overlapping shifts. Fatigue is the enemy of good presentation.
CONTENT & FOLLOW-UP
Events are not just about sales—they are about content. We capture daily reels, walkarounds, customer reactions and quick demos on video. That fuels weeks of social posts and retargeting ads. We tag vendors, dealers and the event itself to expand reach.
Meanwhile, the follow-up is just as important as the show itself. Leads go into our CRM and we aim to follow up within 24 hours. That is what turns a “busy” show into a profitable one.
RESULTS YOU CAN COUNT ON
Every well-executed show gives us:
- Immediate sales and booked projects
- Hundreds of qualified leads for post-show appointments
- Fresh content for digital marketing
- Product validation to refine packages
- Deeper partnerships with vendors and dealers
THE BOTTOM LINE
If you are a shop owner wondering if an investment in exhibiting at a car show is worth it, here’s my advice—pick one major event and commit to doing it right.
Build intentionally well-thought-out vehicles. Train your team. Involve your vendors. Get your dealer partners on board. And most importantly—plan to convert, not just impress.
For us, shows are not just about visibility. They are about proof, partnerships and profit. Done right, they are the single most powerful growth engine a restyling shop can have.
