Trade shows are a unique platform for sales promotion, product positioning, expanding brand awareness and network-building, especially for automotive dealers. Participating in auto shows or expos is an important marketing tool for original equipment manufacturers (OEMs) and car brands to expand their footprint in the existing and unrepresented marketplace and bring together potential customers, investors, and business partners.
While talking about the power of auto shows, Jeffrey Lupient, the CEO of Lupient Automotive Group and chairperson of the Greater Metropolitan Automobile Dealers Association (GMADA) says that businesses that hesitate to exhibit in auto shows – considering its major cost involvement and chiefly depend on digital marketing need to understand that it is the only platform that unlocks them to a rare opportunity to showcase their products, connect with target audiences and leverage the high potential of face-to-face networking opportunities.
Businesses can meet their potential customers, convey the reasons why they should invest in their products, and get their valuable feedback while buyers can explore different offers, and emerging features in the auto industry and avail the scope of financing to bring home their dream car.
Noteworthy, organized by the GMDA, the 46th Annual Twin Cities Auto Show offered a fantastic opportunity for businesses involved in the automotive business that exhibited crossing 600 vehicles including 36 foreign brands and domestic car brands as well as the newest series of models, from gorgeous SUVs and reasonably priced family sedans and luxury cars. So, why consider exhibiting at the trade show:
Hot-spots for Potential Buyers
For automobile businesses, automotive trade shows are great platforms to enhance their brand awareness, connect to potential car buyers and boost sales graphs says Jeffrey Lupient. Auto businesses should leverage the amazing power of trade shows to attract car buyers as well as relevant businesses such as retail businesses, investors like retailers, and potential channel partners that contribute to long-term business success in the following ways:
- Get immediate, lasting and valuable exposure to the target market
- Since auto shows drive customers and like-minded professionals from across the state and beyond, they help reach customers and investors in new markets too.
- Offers a unique scope to display innovations, emerging products and hottest features
- Helps in interacting with potential customers face-to-face face facilitates spot closing of deal
- Analyze the different offerings of rival businesses
Allowing Immediate Procurement
What makes displaying products in trade shows more appealing and money-spinning is its potential to convert prospects instantly into sales. It provides a unique platform where businesses and customers alongside the attractive funding assistance and special offers are likely to close a deal on the spot.
Therefore, trade shows can
- Accelerate the sales process not only during the expo but beyond that
- Help building trust due to face-to-face interaction
- It offers the likelihood to see a striking spike in revenue
Enhanced Brand Exposure
Investing in digital marketing or print media is obviously important for effective business promotion. However, unlike all these channels, the trade show offers a scope to gain brand exposure to potential investors interested in working as a channel partner-cum service centre, potential buyers and like-minded professionals on a face-to-face platform. Having a well-decorated stall with a series of branded cars on the floor automatically draws the attention of the target audience and scope to smartly represent the brand, and exemplify their added features, making the product unique in person that enhances brand awareness.
To explore how it increases brand awareness, track some of the important factors
- Number of visitors on the webpage before during, as well as next to the event
- Increase in the number of social media followers
- Increase in email open rates after completion of the event
Conclusion:
Trade shows unlock the way to connect to the target audience personally and emotionally which is intense to fetch via virtual marketing. When planned and organized in famous trade automotive trade shows, it can truly upsurge sales, press exposure, leads, new customers, and proposals for partnerships.