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Foresight Research Study: 14 Big Auto Shows Attracted 2.6 Million New Car Shoppers, Yet Only One-Third of Display Visits Were Remembered After the Show

ROCHESTER, Mich., June 19, 2013 (GLOBE NEWSWIRE) -- The 14 major and secondary auto shows measured by Foresight Research during the 2012-2013 show season handed 2.6 million new car or truck intenders to auto marketers, with the average potential buyer spending 3-4 hours at the show. Yet according to a newly published study from Foresight Research, just days later show attendees only recall having visited one-third of the brand displays usually available.

If a vehicle brand wants their auto show investment to drive dealership traffic and ultimately lead to sales, their display has be noticed, remembered and impactful.

The Foresight Research 2013 Auto Show Best Practices Report© report offers display designers and managers a roadmap to developing impressive displays, attracting the right visitors, making a lasting impression, and ultimately driving post-show brand shopping activities.

With as little as 15-20 minutes exposure time per visitor, a successful display has to achieve many objectives in a short amount of time:

  • Auto shows attract shoppers and non-shoppers, planners and wanderers. Successful displays employ practices that attract the most desirable visitors.
  • Those who pre-plan their display visits are most often 12 month intenders, attend the show for shopping, absorb brand messages at a higher rate, and spend more time in the display.
  • Therefore, pre-show marketing communications (via television, radio, newspaper, news stories and local dealership activation), especially with messages that relate the show to shopping, is critical to increasing desirable display visits.
  • Creating an impressive display is a combination of both product elements and display elements. Connecting a variety of appealing car and truck models to an appealing, well-designed display with a supportive staff leads to a memorable experience.

Established in 1998, Foresight Research is a diverse team of marketing-driven professionals who specialize in studies focusing on automotive, marine, and experiential marketing with one singular goal: to identify the information, strategies, and best practices that will help you succeed and grow.

CONTACT: Steve Bruyn Foresight Research Phone: 248.608.1870 ext. 12 Fax: 248.608.1871 Steve@foresightresearch.comSource:Foresight Research