The Guide to Digital Auto Show Experiences: Part 2
This is the second part of a 3 part guide on planning and executing digital auto show experiences that increase consumer engagement and sell more vehicles.
STEP 4: CONTEST FOR HANDRAISER
Qualified leads may be the most likely targets to convert to a sale, but handraisers form the foundation of your future marketing efforts and can lead to conquest opportunities. It's important to capitalize on the shear traffic of the auto show and collect as many handraisers as possible. One of the most effective ways to do this is offering contesting opportunities. Higher value prizes can be a large draw for contesting offers but consumers tend to regard perceived value, based on individual interests, as a more important measure of contest value. If the perceived value is high, the take-up rate dramatically increases. In addition, cost and perceived value are not closely related.
For example a highly-targeted experience, such as holding a contest with a prize of meeting a sports star, proved to have a 57% increase in entries over similar contests offering tangible cost savings for international travel. The key factor to unlocking high perceived prize value is developing hyper targeted contest experiences in locations and venues where the majority of consumers have a proven interest in the specific opportunity you’re offering.
During a recent promotion of the newly redesigned Civic, Honda encouraged consumers to become “Fantographers” by taking photos of the Civic on display and posting to social media with the hashtag #CivicReborn for the chance to win great prizes. This improved the performance of Honda’s contest by enticing consumers to become brand advocates with the simple addition of social sharing.
STEP 5: OFFER MULTIPLE LANGUAGES
Offering multiple languages has proven to increase engagement and the amount of data collected by 16% as compared to a single language offering. Whether in your mobile apps or your wheel stand kiosks, any type of communication you send out must be in a language that the person has previously selected or is most comfortable with. Often times, you can also associate demographic, behavioural, psychological, etc. trends depending on the language these individuals have chosen. With this information, it helps in targeting specific demographics in the future.
This was especially true in urban and suburban markets along either coast, but was true for all live activations captured in the meta data.
STEP 6: PERSONALIZE OFFERS AND CONTENT
Whether in your contesting, follow-up communication or triggered emails, your messaging should always be personalized. That personalization goes beyond simply including the consumer’s name and must include their interests and requests as collected from the auto show or dealership. The more personal and relevant the offers, the more likely consumers are to continue engaging and ultimately purchase a vehicle.
It's important to also make a consumer’s decision easier by providing relevant and easy-to-find information - everything the lead needs to convert. A great example would be linking financing options if the customer listed their time to purchase as within 1 - 3 month time-frame.
Check out Part 1 of this guide here