Auto Shows Haven't Vanished - They've Simply Shifted to a Lower Position in the Sales Process
In the world of automotive marketing, auto shows have regained their prominence as a potent tool for driving sales and nurturing leads. These events, traditionally known for their glamour and spectacle, have evolved to become a crucial part of the mid- to lower-funnel marketing strategy.
According to recent statistics, 50% of auto show attendees revise their consideration list after attending a show, with 36% adding new brands and 14% removing brands that weren't present. This shift in consumer behaviour underscores the impact that auto shows can have on the car-buying journey.
Auto shows are best at providing real-time, in-person, tactile decision-making experiences that digital platforms cannot replicate. These hands-on encounters help nurture leads and influence those who are seriously considering a purchase but have not yet committed to a specific model or dealer.
The physical interaction at auto shows supports decision-making at the mid- and lower-funnel stages. While most car shoppers conduct online research early on, the in-person experience offered by auto shows enables buyers to physically see and interact with vehicles and brand representatives, which is vital for the final stages of the buying process.
Moreover, auto shows generate high-quality leads by exposing attendees who have already shown significant interest. These leads are valuable because dealerships often encounter many low-quality or "junk" leads online, so the quality lead generation characteristic of in-person venues is pivotal.
Auto shows fit seamlessly into a multi-channel campaign strategy by linking physical engagement with digital follow-up tactics like email or social media, supporting a seamless and personalized buyer journey toward closing a sale.
Recent trends suggest that OEMs and dealers are rethinking their approach to auto shows, recognising their potential for mid- to lower-funnel action. For instance, Toyota has realigned with the lower-funnel reality of auto shows, coordinating with local dealers to feature realistic, regionally available trim levels for models that consumers will actually find on lots.
The average auto show attendee engages with more than 10 vehicles across nine brands, indicating a high level of serious consideration. This engagement translates into action, with more than half of auto show attendees who test drive a car reporting that the live drive experience influenced their purchase decision.
Local dealers also benefit from auto shows, with increased foot traffic and sales in the months during and right after the local auto show.
In conclusion, auto shows act as an effective lower-funnel tool by offering a tangible experience that consolidates buyer intent, converts engagement into qualified leads, and supports sales closure in conjunction with digital marketing efforts. Auto shows are not just about media impressions; they remain a powerful tool within a broader, integrated marketing strategy.
Sources: [1] Automotive Marketing Insights [2] The Ev&Ex Agency [5] Multi-Channel Campaign Strategy Report
- The influence of auto shows extends beyond the automotive industry, as they also impact the financial sector by providing opportunities for dealerships to convert engaged attendees into sales, thereby boosting their revenue.
- Beyond the automotive industry, auto shows foster deeper connections with potential customers in other sectors, such as transportation, by providing a platform where brands can showcase innovations and offer test drives, encouraging prospective buyers to consider new models and technologies.
