Automotive marketers are in the midst of planning their promotions for the upcoming auto show season. These shows are a prime opportunity to reach both casual car shoppers and serious buyers with the latest offerings and even a glimpse into the future. Across the country tens of thousands of curious onlookers will pay for the privilege of being courted by all the major domestic and import brands.

But can the investment of time, resource and budgets be better leveraged to take advantage of what really is an extraordinary lead generation opportunity?

Generally yes. While most brands do a great job presenting their product, there is an untapped opportunity to keep consumers engaged and making enquiries after they leave the show.

Following are some simple and relatively low cost ideas to stay top of mind and create post show enquiries.

1. Create a collectible that attendees will want to take home and keep. The collectible can be a nostalgic reminder from the past, new hot model or future concept vehicles. This can easily be achieved by distributing a high quality magnet or post card. By adding a unique landing page or website address, interested consumers have the opportunity to get more information (history of vehicle, photos, videos etc.).

It is simple to add a short survey or chance to win component onto this site to create viral opportunities as well. Of course, a link to the main website or local dealers should also be provided. It is possible to customize the web address for each show to be able to measure web visits by location and leads generated.

2. An even more engaging opportunity exists to provide a thank you for visiting your display which can be redeemed on your website after they leave the show. The reason for offering this incentive is that shows are often crowded, parents with kids can’t always spend a lot time at each display or show fatigue sets in.

Even with on-site electronic contests, lineups to complete entry forms or consumer wariness of providing contact information discourages visitors from entering on site draws or contests.

How to get around these issues? Provide visitors a no obligation thank you for stopping which includes an incentive to follow up after the show such as free music downloads. You will stand out among the crowd with an incentive that has universal appeal. While initially a young demographic interest, consumers across all demographics are downloading music for personal use.

The advantage of music downloads are they are inexpensive, easy to manage and require consumers to come to your website to redeem. They provide a hard measurement of show success and will generate local leads.

There is a lot flexibility on how you distribute these incentives such as one, two or five song downloads. As well, it is easy enough to create music themes tied to your on-site theme.

3. An alternative that combines the advantages of both is a new promotional product called snapNwin. It delivers a collectible magnet for retention of full colour images and key brand messaging along with a secure format for contests or promotional offers, including music downloads

Some auto marketers including Toyota and Chrysler have already discovered this product and developed successful promotional programs incorporating them.

Obviously getting consumers to stop and share information at the show is ideal. But there are a number of reasons why this won’t happen with show visitors. So if you can extend your reach by encouraging consumers to follow-up after the show, the investment made can be leveraged using one or more of the ideas presented here.

CF Marketing Group specializes in delivering promotional messages through the use of unique, innovative products to increase the stickiness of your promotional message. Stickiness means your promotion will be noticed, have interactive elements and deliver measurable results. To find out more watch our short video at www.cfmarketinginc.com. Or call me at 403.452.2699 to discuss some ideas on how we can help.