Page 14 - On The Move - Volume 18, Issue 3

J.
By J.W. Southwick
W
Southwick
.
By
Director of Marketing
Dir ector of Mark eting
& Social Media
& Social Media
MAADA
MAAD A

here’s nothing like being there in person.” Have you ever heard anyone say that? Chances
“Tare that you have. How about some examples? Let start with a professional sporting event,
like Major League Baseball. Does watching the deciding game of the World Series at home on TV
carry the same energy as being in the stands at the game? How about that foul ball that drifts into
the seats? Can you catch that sitting on your couch, or do you need to be in the stadium? And what
about that final show by your favorite band? Will the experience be as impactful watching from
home versus front row seats at the venue? Arguably, not.

As great as the digital space is, there are just some experiences that are better served by being
there. Auto shows are a great example. Sure, people can (and do) look for new vehicles online,
but that is just one stop along the road to a sale. It’s where consumers typically start researching
vehicles to see what fits the bill. But the process doesn’t stop there. The majority of buyers need to
experience prospective vehicles in person, before pulling the trigger on a purchase. After all, second
to buying a home, it’s the most expensive purchase a person typically makes. And because it’s such
a significant purchase, and there are so many options out there, manufacturers and dealers need to
add the excitement that drives the consumer to the dealership in order to make a purchase. That’s
where auto shows come in to play.
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