According to leading auto show marketing agency eshots, auto shows nationwide can better connect attendees with exhibitors. In fact, eshots estimates that as many as 100,000 leads are lost at a major show like Chicago because consumers are unwilling or afraid to interact with exhibitors. The Chicago Auto Show wants to rectify this situation.
For 2016, the show is offering a comprehensive beacon messaging program that will allow showgoers to seamlessly interact with exhibitors in an innovative and exciting way. Taking advantage of its popular official smartphone app, the Chicago Auto Show will allow exhibitors to message attendees as they consume the show, in particular, when they spend time inside and around key vehicles. For example, BMW can place a beacon inside its new 7-Series that will send an electronic message to attendees, asking them if they would like more information or want to register for a test drive at a local BMW dealer.
“The Chicago Auto Show is the only major show in the nation that offers free WiFi and a compelling smartphone app to its attendees,” said 2016 Chicago Show Chairman Colin Wickstrom. “It’s only logical that we use these two technologies to enhance the experience for people at the show and to add value for our exhibitors.”
After a successful pilot program last year, the Chicago Auto Show is rolling out this attendee beacon and messaging platform to all exhibitors. Partnering with American Eagle, Chicago Auto Show app developer, and Footmarks, a mobile proximity marketing solution, the show will place Bluetooth Low-Energy beacons across the show floor. The beacons will collect footfall traffic information (including anonymous proximity data, dwell time, return rate and path information) and message attendees.
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