Using data to drive automotive events only works when you use it. The more data you use, the better it can work. It's a lot like having star running back on the football field—who performs better the more times he gets the ball. (It's Fall, we're thinking football.)
Not Just Data. The Right Data.
As covered in the above video, using data requires formatting it correctly. It's important that your data is structured and disseminated by the right applications to generate the desired results.
EventAUTO from G2Planet is powerful data-driven event management platform that allows automotive marketers to collect sales leads, hand raisers, dealer pass-alongs, run ride and drive programs and much more. As a DBMS (Data Base Management System) and not just a marketing tool, EventAUTO is structured in a way that allows users to look "underneath the hood" of each lead and capture exceptionally granular data. You can use EventAUTO to capture demographics, purchase horizon, consumer preferences on price points, likes/dislikes, hobbies and other data points to generate exceptionally detailed picture of prospective buyers, so you can better connect with them as a brand.
As the science of big data tells us, generating detailed insights requires analyzing massive inputs. This is why a tool like EventAUTO thrives at large scale, well-attended events: and particularly with ride and drives. And, like that Star Running Back, the more you use it, the more performance it will generate.
Some of the world's top automotive manufacturers, for example, have implemented the EventAUTO solution for years to navigate the change in attitudes and buying behaviors around their product. These manufacturers, in turn, are using this data to make more accurate sales forecasts, plan activations, arrange merchandise and better understand their prospects' preferences. In, short, data becomes a predictive tool.
From Big Data to Brand Lift. And More.
Automotive Events have been around longer than the NFL. Since the Autoramas of the 1950s, in fact, event marketing has been driven, in part, by innovations in the automotive space.
You could say that social media first took hold at Auto Shows where immediate word of mouth would travel about the sexiness or lack thereof surrounding a new model or "must have" feature. The Minivan, for example, did not become an overnight hit with suburban parents until it was touted on the auto show circuit and so on and so forth. Because of the sophistication and influence of auto shows, they are now used to generate not just leads but brand lift.
A platform like EventAUTO can help you with Net Promoter Scores and other techniques to help you gauge how your event experience and marketing is registering with buyers. You can even mount in-vehicle cameras that create high resolution pics and GIFs you can instantly share on social channels to amplify your brand far beyond the show floor.
Tackle Any Challenge
Auto show season is quickly approaching. Make sure you have a system that can capture data in high volumes with superior analytical tools so that you play at the highest level. And tackle any challenge.
For more on harnessing data at automotive events, download our whitepaper.