Digital Auto Show Experiences the Ultimate Guide: Part 1

This guide provides eight actionable data-driven best practices to help automotive marketers enhance marketing strategy and execution to impact the overall digital auto show experience for consumers, increase the quality and quantity of engagements and ultimately sell more vehicles at the dealership. Whether you target the luxury automotive segment or the mainstream
consumer market, these actionable pointers will help you develop an onsite display and digital system which captures consumer attention, offers them a seamless experience and provides sales reps with the critical information they need to service patrons in the most personalized manner possible.

This is the first part of a 3 part guide on planning and executing digital auto show experiences that increase consumer engagement and sell more vehicles.

STEP 1: INTERACTIVE WHEEL STAND KIOSKS

Capitalize on the traffic and awe that your vehicles generate with strategically placed wheel stand kiosks. These interactive kiosks, located beside display vehicles, should act as your hub for consumer engagement with basic product information and brand imagery. At their core, they function as beautiful interactive product brochures that entice consumer interest. But wheel stand kiosks can and should be so much more.

The key to improving engagement is by integrating multiple consumer experiences and decision trees within a single standalone app. These decision trees or paths are called “consumer journeys” and are built on the principle of serving personalized content and relevant calls to action based on the unique inputs of onsite consumers.

Using unique consumer journeys every wheel stand kiosk can become not only an informative and engaging brochure, but also a portal for further targeted engagement with your brand. One which extends beyond the auto show. The data captured from these wheel stand kiosks form the foundation for many of the steps outlined in this guide.

STEP 2: PRODUCT SPECIALIST APP

Building a product specialist app creates an interactive experience for brand ambassadors to engage show patrons as well as collect consumer data. The product specialist app serves two purposes. It offers an additional entry option to floor kiosks while also acting as an extension of the kiosk experience. Consumers interested in detailed product information should have the ability to book specialists on the showroom floor. These consumers are then approached by floor representatives for a deeper engagement.

This specialist app should utilize a more detailed consumer survey for better profiling and qualification. In contrast to the wheel stand kiosk the specialist app incorporates deeper product information and targeted calls to action related to booking test drives and dealership appointments.

STEP 3: PRE-INVITATIONS FOR CUSTOMERS

Reward current customers and loyal brand enthusiasts before the auto show with a customized invitation to the auto show. These invitations are most fruitful when accompanied by incentives like free tickets, discounts, or preferred entry to the auto show. With a simple personalized digital invitation you not only reward their loyalty, but create an opportunity for deeper engagement, extended data capture and up-selling or cross-selling at the auto show or dealership.

It's important to cultivate an atmosphere of exclusivity for these guests. Strategies such as creating a VIP area for your loyal customers, providing them with complementary drinks and food, and giving them a first look at your newest product lines are key factors in their perceived value of the invitation. Furthermore your digital experience should mirror this same exclusivity and technological sophistication. Data entry, onsite applications, check-ins and product kiosks should incorporate a simple user interface, upscale branding and the ability to deliver automated personalized content. Our auto show surveys have shown that exclusivity is a strong driver of consumer desire and automotive brand affinity.

Be sure to check out the continuation of this guide here.