It’s Auto Show season – are you tying into it and making the most of it for your customers?
A new year brings new vehicles, and new vehicles bring auto shows. While it took some time and a lot of work to get the momentum going again after the pandemic shutdowns, the shows are back and they’re proving as popular as ever with the public. In 2024, both the Toronto Auto Show and Vancouver Auto Show set all-time records for attendance, while the Montreal International Auto Show saw a double-digit percentage rise over the year before.
There is excitement around the shows, and dealers could see some success in grabbing that energy and conveying it to their customers. It doesn’t even need to be a major show, if there’s not one in your area; there could be other event opportunities to get people looking at what you have to offer.
Should you be attending auto shows?
If there’s a show in your area, you and your staff should make an effort to visit during the public days. If your OEM has a display, it’s an opportunity to see how the vehicles are being marketed, and perhaps talk to brand representatives you haven’t met before – or catch up with those you have.
You can also get a firsthand look at competition brands, and that’s invaluable. It’s one thing to see photos or read reviews of what they’re offering; it’s entirely another to walk around the vehicles, sit in them, and see what they’re all about. If test-drives are available, take them out for a spin. The more you know about your competitors’ vehicles, the more ammunition you have when you’re talking to customers about the benefits of the vehicles you sell.
Should you be working at auto shows?
Depending on the show, dealerships are often encouraged to send representatives to do a stint “on the floor” talking to attendees and answering their questions. It’s not exactly glamorous, but it’s a good opportunity to gather contacts. Beyond that, it’s a great way to see what consumers are interested in when they’re looking at a vehicle, which can be brought back to the dealership as a way to help guide your customers through their shopping journey.
How do you “bring the auto show” to your dealership?
If there’s an auto show on in your district, make the most of it. Consider offering customers tickets to it, such as running a contest (if permissible) or handing them out to the first people who come into your store on a specific day.
Mention the auto show in your advertising or social media, since many people will be looking online for it and it may point some of them toward your website or social media pages. You might even consider running a “vehicle of the day” on social media, tying it into the display models at the show while encouraging people to come in and see it up close.
Again, if permissible, think about a campaign of your own, tied into the timing of the show, even if you may not be able to directly include the show itself as part of the campaign. You might consider advertising and holding a “test drive” day, putting aside some demos and either taking people out with a driver, or for a short spin of their own behind the wheel. You’ll get tire-kickers, of course, but you’ve also given them the experience of the vehicle and you have their contact information. Throw in a few snacks and some games for their children, and you might have found a winning combination. Also put your top used vehicles out front as an alternative for those who aren’t ready to move into a brand-new one.
Does it have to be an auto show?
The new-car auto shows aren’t the only game in town when it comes to getting your dealership noticed by the public. Many areas host boat and RV shows – and the people who own those usually own trucks or large SUVs to tow them. See if it’s possible and worthwhile to set up a dealership display at the show; and if it isn’t, then as with an auto show, set up your own event at your dealership while the event is running.
Look at exhibitions held in your area. Agricultural exhibits, such as spring or fall fairs, usually welcome the auto displays, especially farm shows where trucks are a must-have for that industry. These fairs often open with a parade and might welcome a vehicle or two to carry dignitaries, or a truck to tow a float – with your dealership’s banner on the door, of course.
Shows and cruise nights for antique and custom cars are also very popular; and while a new-car display there isn’t going to draw much attention, you might consider sponsoring an award or putting up an advertising banner. Owners still need something to drive when their old cars are put away for winter, including a truck if they regularly take them to events on a trailer.
To wrap up…
Whether they’re going because they’re shopping for a vehicle, or just for the entertainment value, consumers enjoy auto shows and they’re attending in record numbers. Their enthusiasm can extend to you as an outlet for the industry, and it can definitely be in your favour to make the most of it. It’s an opportunity you shouldn’t let pass you by.