Quote:
Originally Posted by aerobod
I think auto shows in general cater to people who generally are not in the demographic for luxury cars, but otherwise use the opportunity to sit in them. I wouldn't think there are many purchasers who buy a car on whim after just seeing it at an auto show.
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You’d be wrong in my case.
I don’t think it’s about getting people to buy “on a whim”. Enthusiasts come in well-educated about the products to see cars in person that are almost never actually at dealerships. Most are not in a position to buy, but they absolutely may be in the future, and are still valuable in the short term as word-of-mouth vectors. And, for qualified buyers, it’s another high-quality touch point in a lengthy sales cycle.
You cannot dismiss a channel where people literally pay to see your marketing.
The real issue is that today’s brand marketer is addicted to data and hard-mapped customer journeys and anything without conversion attribution as good as Google Ads or Facebook Ads is out of vogue. They will be back.