[:en]By Kate Faughnan, Marketing Manager, George P. Johnson Experience Marketing
From their inception, auto shows have been marketing laboratories for tactile and digital engagements, and the 2015 season has shown no signs of this slowing down.
As the world’s leading experiential agency, GPJ is no stranger to taking advantage of the latest trends and technologies to optimize experiences for our clients. Here are a few we recommend marketers keep top of mind:
1. DATA COLLECTION: ENGAGE. DON’T INTERRUPT.
In a world where consumers are bombarded by requests for their contact information and one where, simultaneously, results are measured CRM-ready leads, collecting lead information must be seamlessly integrated into the overall auto show experience. An interruption to the consumer experience is not only ineffective, but could also have a negative impact on how consumers perceive the brand. See this in action.
2. RIDE & DRIVES: THE REAL TEST DRIVE
Ultimately, auto brands are out to promote business and drive consideration of vehicle purchase. And the physical in-car experience is critical to that decision. Ride and drive experiences that align to brands, integrate closely with the auto show experience and make the final connection to the dealer network, facilitate a strong online and offline bonds with brands. Confidence in this approach is grounded in our experience over 11 years, with over one million riders in Camp Jeep!
3. INTERACTIVE EVOLUTION THAT KEEPS EVOLVING
The methods in which today’s consumers receive and digest brand content has changed in tandem with the digital evolution. An experience that should be designed to attract, create engagement, enable participation, customizable and provide data that is relevant to the consumer in an easy to consume fashion. Today we are witnessing the transcendence of the physical experience extending to digital destinations online and beyond the show. See this in action.