The Calgary auto show I visited last week probably has the same format as other auto shows across the country.  It provides a great opportunity for manufacturers to strut their stuff - lots of glitz, some glamour and plenty of consumer interest.  After all, this is one of the few events where consumers pay for the privilege of being qualified and sold to.

I’m not privy to the results each manufacturer achieves at these shows. However, it struck me that there is a lack of willingness to stand out from the crowd to really take advantage of the engagement opportunity presented.  There were some attempts to add interactive activities including:

• Ford’s exhibit offered a driving simulator and activities for the kids
• The high end speciality vehicle exhibit tied in a promotion with a not for profit

But overall, it seemed that each manufacturer seemed to be playing from the same playbook.  I was reminded of Albert Einstein famous quote on insanity.  It struck me that you could easily paraphrase this to apply to auto show marketing , “Marketing insanity is doing the same thing as your competitor but expecting to get better results.”   

Of course there were the obligatory “enter to win” promotions using touch screens. But after completing three of the same lengthy entry forms,  I gave up.

Wouldn’t it make more sense for the show organizer to have consumers complete one entry form -online at home or before entering the show?  Each exhibitor would be able to scan a barcode or QR code to retrieve information.  This would increase the number of entrants and offer staff the opportunity to interact with consumers.

What else was missing?

1.       Taking advantage of the opportunity to create a stronger emotional experience. Engagement seems to be limited to sales people  trying to sell and online entry contests.  The latter was really disappointing – far too much information requested, slow touch screens and even the same graphic interface at different displays was confusing,  Whose contest was I entering?

2.       Create more opportunities to interact with the vehicles.  I recently attended a seminar on tradeshows that equated your trade show display to a website.  Taking this analogy one step further, the content is the vehicles.  The opportunity is to make the content stand out, engage consumers and create a memorable experience.

Some ideas include:

• Using your hottest new vehicles or popular vehicles as magnets by having a photographer available to take pictures of consumers in these vehicles. Grab an email address (scan entry code) and send the photo to the consumer.  Provides opportunity to engage consumers after the show.
• Highlight communication technology in the vehicle by having consumers enter an instant win contest in the vehicle. Every participant can walk away with a prize or discount.
• Setup a Twitter account for each show and offer prizes to the most creative, interesting tweet that is retweeted
• Use QR codes to drive consumers to a Facebook or online contest page.
• Provide high quality handouts with a retention give away to encourage consumers to visit your website after they leave the show.  Did anyone say snapNwin cards?

There are lots of ways to engage consumers, get the information needed for follow-up and start the relationship process.  Just as having someone come to the showroom isn’t the end goal, just having product on display shouldn’t be the primary goal of an auto show.  Engagement and being memorable allow you to stand out from the competition.

CF Marketing Group delivers promotions using unique, innovative products to increase the stickiness of your promotional messages for auto, sports or retail contests, events or sponsorship activation programs.  Stickiness means your promotion will be noticed, have interactive elements and deliver measurable results.

To find out more, check out our short video.    Or call me at 1.888.215.8315 to discuss some ideas on how we can help with your next marketing promotion or sponsorship activation program. Or enquire about our new service – Sponsorship Gold.  If you don’t have the resources to evaluate the sponsorship proposals received and find the real golden nuggets, we can help.