Auto shows and launch events offer manufacturers the opportunity to strengthen branding by rolling out concept cars and to promote new models. Jumpstart Automotive Group is advising auto makers to pay more attention to online marketing designed to extend the interest generated by a successful appearance at an auto show or similar event. A strong digital campaign can reach 79% of new vehicle buyers who research possible purchases online before they approach a dealer.
Auto makers often only reach a small number of buyers with an event launch. However, publicity surrounding the event can drive online traffic. To capture that traffic, marketers should be posting exciting online video clips that highlight what happened at the offline event. Analysts also encourage marketers to ‘turn online enthusiasts into influencers.” These days, this often means using an ‘online reveal’ to generate interest and discussion on social media, long before a new model appears in showrooms.
It can be tricky to both challenge conventional thinking and stay true to a brand but this approach has been working for auto makers. Analysts cited the example of Daniel Craig driving a Range Rover Sport through Manhattan earlier this year. This kind of launch connects emotionally with consumers. Whether they see it in person or view it online – they’re more likely to remember this event than a long video that endlessly describes the vehicle’s features. Range Rover also uses its Pikes Peak International Hill Climb event to show, not tell, the details of the brand – rugged, solid, performance.
To learn more about potential buyers of specific vehicle brands, check out the Automotive AudienceSCAN reports available on the Research Store at ad-ology.com.