Chicago Auto Show Serves as Ideal Venue to Attract Buyers and Amplify Manufacturer Messaging - DMR
Contact: Mark Bilek
Director of Communications and Technology
Chicago Automobile Trade Association
Office: (630) 424-6082
Cell: (847) 652-0632
Contact: Jennifer Morand
Senior Public Relations and Social Media Manager
Chicago Automobile Trade Association
Office: (630) 424-6084
Cell: (630) 391-1986
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DIGITAL MEDIA RELEASE (this release contains links to HD video and hi-resolution photography)
CHICAGO AUTO SHOW SERVES AS IDEAL VENUE TO ATTRACT BUYERS AND AMPLIFY MANUFACTURER MESSAGING
CHICAGO (February 14, 2014) – Even though today’s car shoppers are increasingly turning to the web for information, strong attendance and attendee interaction demonstrate that major auto shows, like Chicago, remain resilient to the changing of the times. While hundreds of third-party automotive, manufacturer and enthusiast websites feature vehicle specifications, options, prices, videos and road test reviews, consumers still advantage of venues like the Chicago Auto Show when in the market. Additionally, the Chicago Auto Show serves as a powerful platform for manufacturers to amplify product and technology news via both traditional and social media.
The Chicago Auto Show is the nation’s largest consumer auto show and constantly strives to embrace the evolving dynamics of the shopping and buying experience. With more than 1 million square feet of show floor space and hundreds of vehicles on display, the Chicago Auto Show is the perfect place for automakers to build brand awareness. In addition, the Chicago Auto Show offers consumers the opportunity go for rides at three indoor test tracks and get behind the wheel at six outdoor test drives – something you certainly can’t do on the web.
According to Foresight Research conducted at the 2013 Chicago Auto Show, nearly two-thirds of show visitors were intending to purchase a new vehicle in the next 12 months, a number that’s double the local market average. Once at the show, attendees spent an average of three hours and 43 minutes on the show floor. Furthermore, more than one-third of show goers added at least one brand to their shopping list.
The Chicago Auto Show attracts a powerful and impactful consumer audience that jumpstarts Chicagoland new-car dealers’ spring selling season. A point its exhibitors are only happy to make.
“We’ve had great luck [in Chicago] and the show has been fantastic for us in the past,” said Orth Hendrick, vice president of product planning, Kia Motors America. “We’ve introduced several of our new vehicles here. We love the crowd, it’s a big space and we get a great reception here.”
The feedback is echoed by executives from both Toyota and Volvo.
“Chicago is a great venue for us…and to get media attention,” said Mike Sweers, Toyota’s chief engineer of Tundra and Tacoma.
Hans Baath, managing director of Polestar performance for Volvo, commented “It’s a quite easy answer, [the Chicago Auto Show] is a very big consumer show and these cars are meant for a lot of people and a lot of enthusiasts.”
Chicago is also an important market for manufacturers to showcase a new vehicle.
“Chicago’s a great show. This is one of the biggest in the country and one of the shows that attracts the most customers,” said Andy Love, head of 200 brand marketing at Chrysler. “It’s very important that we show the Chrysler 200 here; Chicago is a great area for midsize car sales.”
Additionally, it’s no surprise that social media provides an extremely human element to the marketing world, where consumers can directly connect with brands and vice versa, and the Chicago Auto Show provides manufacturers a powerful platform to amplify product and campaign news. This year, the Chicago Auto Show’s social media strategy is to unite the automotive industry and fans by streaming all conversation surrounding the show to highlight the latest innovations, identify trends and capture real-time consumer feedback – encouraging attendees to engage as a participant rather than act as a passive visitor.
As word of mouth marketing takes on a new meaning in the social media space, automakers are catching on and becoming increasingly present within these mediums. They’ve also come to recognize the Chicago Auto Show as one of the best venues to engage and connect with their social media audiences.
“[The Chicago Auto Show] is a great platform for us, obviously the space at McCormick Place, the amount of attraction at the show and the amount of attention the show gets,” said Clark Campbell, general manager of experiential marketing at Volkswagen Group of America Inc. “In the world of auto shows, it’s one of the largest we do; it allows us to have a great exhibit and allows us to have a better platform to display our vehicles on, have a great launch with a great group of media.”
To download HD-quality interviews with industry executives discussing the importance of auto shows, please visit:
For hi-resolution images of the Chicago Auto Show debut vehicles, visit the following links:
For Chicago Auto Show logo assets for download, please visit:
About the Chicago Auto Show
The Chicago Auto Show is the largest on the continent, spanning more than 1 million square feet of production, concept, and exotic vehicle exhibit space. In addition to hosting multiple world and North American vehicle debuts, the Chicago Auto Show's First Look for Charity raises more than $2 million annually for 18 worthy Chicago organizations in a single night. The 2014 public show will be February 8-17. For more information, visit ChicagoAutoShow.com or Facebook.com/ChicagoAutoShow. Media can register for the Chicago Auto Show Media Preview at chicagoautoshow.com/media/.
About The Chicago Automobile Trade Association
Founded in 1904, the Chicago Automobile Trade Association is the nation’s oldest and largest metropolitan dealer organization. It is comprised of more than 400 franchised new-car dealers and an additional 150 allied members. The group’s dealer members employ nearly 20,000 people in the metropolitan area. The association has produced the Chicago Auto Show since 1935. For more information, visit CATA.info.
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