Auto Show Attendance and Its Influence on Vehicle Purchases
A new study published by Foresight Research in Michigan entitled "2010: Automotive Marketing Return on Investment" details the effectiveness of auto shows. With the Cleveland Auto Show just around the corner (Feb. 27 - March 7), many of the study's findings will be of interest to local dealers and franchise owners.
The study found that 20 percent of new car buyers attended an auto show within 12 months of their purchase, and this number was even higher in areas where auto shows have a much larger presence. In the Midwest region, potential buyer attendance numbers were significantly higher than the national average:
- Chicago - 27%
- Minneapolis - 28%
- Detroit - 35%
- Cleveland - 36%
The influence number increased even more if customers participated in a ride and drive, jumping to 54%.
Researchers compiled data from 8,467 people who either purchased or leased a new vehicle between October 2008 and October 2009. Steve Bruyn, President of Foresight Research, said of the results:
"We know that consumers enjoy the glitz and glamour of auto shows. However, this research clearly demonstrates that auto shows have a substantial impact beyond just enjoyment. They dramatically influence the actual purchase decision. Clearly consumers utilize auto shows as one large automotive showroom," Bruyn said. "To prove that point, consider the fact that a whopping 70% of auto show attendees who said they were influenced to purchase a new vehicle by the show recalled spending 30 minutes or more at the display of the brand they ultimately purchased. We can think of no other marketing communication that gets that kind of attention from new car and truck buyers."
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The Auto show is a very good marketing idea. I visited myself an auto show just for curiosity without the intention to buy a new car. Walking through the cars I saw a Nissan that stole my look and I start to gaze at "the car of my life". Next day I went to nissan Philadelphia, and now I own the car of my dreams. I am glad that I am in the 20% of people who visited an auto show and bought a car.