Auto shows are a massive part of the Auto OEM and insurance brand calendar. Nowhere else can they connect with the sheer volume of highly engaged consumers as across the various major international Auto Shows. As a result, these live activations are where auto and insurance companies have a real opportunity to sway consumer opinion with their upcoming product lines and range of services. This raises an important question; how can automakers and insurance companies track results for auto shows to ensure they are meeting their desired objectives? Based on our deep dataset from multiple clients at the auto show we have defined several ways organizations can achieve better results. Read through our deep auto show statistics and guide to improving results:
Abridged Version: Download the Full Insights Below*
1.0 Get People Out to the Show
You’re competing for the attention of consumers at a convention center full of automakers and it's your primary goal to increase traffic to your floor space. Instead of leaving things to chance it's important to pre-emptively ensure you will have loyal traffic coming across your auto show real estate. Leverage your dealer level mailing lists and incentivize current subscribers to come by your space at the auto show. Great auto show statistics:
2.0 Incentivize for Data Collection
The cars themselves are the stars of the auto show and the crowds of eager consumers are rarely as engaged with your brand as at an auto show. It's important to capitalize on this engagement to understand of demographics, generating leads, nurture prospects and follow-up with relevant information. By offering contests and content, with a high perceived value, you can incentivize participation in detailed onsite data capture. Both major automakers and insurance providers have been using far more robust entry forms at the auto show to gain deep consumer insights.
3.0 Drive Traffic Back to the Storefront
4.0 Reduce Barriers to Entry
Increasing entry options will reduce barriers to entry and ensure your engagement results improve dramatically. One insurance provider's goal at the auto show was to generate brand awareness and capture as many consumer entries, with detailed insights, as possible. As a result, their auto show booth utilized multiple entry options that included consumer sales representatives (CSR) walking around with iPads in hand as well as 20 to 30 kiosks (depending on the estimated attendance) where consumers could type in their information and enter a contest.
5.0 Deliver Relevant Content
Following up after the auto show with content relevant to consumers interests will increase conversions at:
i. the dealership,
ii. the servicing center, and
iii. with your future marketing initiatives.
Here are the model years respondents currently own. Use these great auto show statistics to adapt your content on the auto show floor:
6.0 Monitor & Incentivize CSRs
Organizations that had the ability to monitor which staff members were performing well in real time from head office—whether through number of engagements, clients acquired, insights collected or leads—achieved results that were 147% better on day-over-day than those that did not have monitoring capability. This allowed organizations to be proactive and make immediate improvements to digital assets, communications and the overall consumer experience. Incentivizing brand ambassadors with offers related to achieving the highest engagement also improved overall results for the brand. With real time monitoring and onsite field validation every logged consumer engagement can be a verified consumer to prevent ambassadors from padding results. For all of our auto show statistics and deeper information download the white paper:
Get The Full White Paper by Completing the Form Below: