Page 24 - On The Move - 19.4
P. 24
Auto Show
by the Numbers
When it comes to building brand When auto show attendees get To take advantage of that bounce, and feel, and in some instances
t looks like it’s that time of year, we are gearing up for the awareness and excitement, driving to the showroom, the numbers dealers plan their major marketing actually drive them, it’s a huge
I41st Annual Atlanta International Auto Show schedule for consumer traffic into dealerships indicate they’re more likely to buy: push to coincide with the Auto benefit for you.
and increasing vehicle sales,
54% of buyers made a purchase
Show. There’s a lot of marketing
March 23-26, 2023, at the Georgia World Congress Center. nothing beats an Auto Show, say decision based on what they around the show—groups and Recognize consumer shopping
dealers across the country! saw at an auto show, and 18% factories will have special show habits have drastically changed in
bought a brand they had not been promotions that run before and the last decade. The automotive
The past couple of years have been challenging for This is where we need your help, considering before they saw it at after. business is no exception, one thing
everyone, especially Auto Shows, but we are dedicated to contact your factory reps and the show, says Foresight Research. has certainly not changed: Having
continuing the tradition with our 41st Annual Show! We tell them you want and expect Whether auto show attendance If a manufacturer chooses not to a consumer actually experience a
participate in an auto show, local
vehicle is still the No. 1 factor when
to be in the 41st Annual Atlanta
have not raised our rates in over 12 years and strive to International Auto Show! With solidifies brand loyalty or creates dealers are the ones who feel the it comes down to persuasion and
keep our expenses inline and continue the trend in 2023. your enthusiastic support we new excitement behind brands pain. Over 75% of dealers say choice. There is nothing like feeling
can get the show back to pre- that perhaps a consumer had not automaker absence has a negative the seat, holding the steering
pandemic levels and have your explored, dealers will experience impact on customers’ brand wheel, checking out the technology,
product represented. what’s known as the “auto show awareness, and over 66% report counting the cup holders, lifting the
bounce” in the days and months that it has a negative impact on hood, and of course, “that new-car
Eight out of 10 dealers say their following an auto show. For customer traffic and retail sales, smell.
local auto show is important for anywhere from 30 to 60 days, according to the Dealer Attitude
driving customer traffic into their dealers will have people coming Survey (see Auto Show by the
dealerships, according to NADA’s in from the show and shopping. Number).
recent Dealer Attitude Survey. People who come to the show
“Auto Shows Sell Cars. They help are shoppers with an intention to To be able to get access to
sell product, and that’s the value of buy and are actively looking and Auto Show attendees with your
auto shows!” researching. products, have them sit in it, touch
0
e 2
v
2
3
2
2
O
2 2 www .m a ad a. c om On The Move 2022 23
22 www.maada.com
n
o
he M
T
