Pub. 3 2014 Issue 2

Fall 2014 13 “It’s one of the reasons that auto shows remain popular,” said Leap. Leap isn’t just blowing smoke. According to a recent industry study, auto shows have significant influence on the purchasing decision. The study showed that 49 percent of attendees typically attend a show to compare vehicles before visiting a dealer. Auto shows generate sales, too. The same study showed that, nationally, auto shows contribute to about five percent of vehicle sales; with purchase influence continuing well after the show has ended. “We have the cars,” said Leap, “We just need the people.” That’s where PR Director Amy Foley steps in. It’s Foley’s job to get ‘em in the door. “We have an incredible media family here in San Diego,” said Foley. “From TV and radio, to print and online publications, when auto show rolls around, it’s a special time. Our media partners jump in and provide amazing coverage, and help the show – and our city – really shines.” Most importantly, said Foley, this exposure drives the gate, a fact substantiated by the aforementioned study, which says that about 22 percent of people attending an auto show did so because of a news story about the show. And, in advertising dollars, according to Foley, the earned media coverage the show generates equates to $3.25 million. Foley expects additional coverage through live and recorded news segments, including the broadcast of a local morning TV show live from the San Diego Convention Center floor. Again this year, several TV outlets are expected to record hours of footage that is later broadcast as special programs. Print and online publications provide thousands of dedicated editorial pieces and online postings. All this coverage is provided by over 200 registered journalists who attend the show’s media preview, and continue to cover the show for its duration. “And all this coverage is focused on one thing,” said Foley. “To get people interested in new cars and, ultimately, buy them at one of the San Diego County dealerships.” That process begins at the San Diego International Auto Show, Jan. 1 – 4, 2015 at the San Diego Convention Center. Come in and see the speed of change. Details: SDIAS Dates and Times Thurs., Jan. 1 – Sat., Jan. 3 –10 am – 9 pm Sun., Jan. 4 –10 am – 7 pm Ticket Prices: Adults (13+): $12.00 Military (w/ID): $9.00 Seniors (62+): $9.00 Children (7-12): $8.00** Children (1-6): Free **Children aged 7-12 admitted free when accompanied by a paying adult on Sunday, January 4, 2015. No E-ticket is necessary for children aged 12-under on Sunday, January 4, 2015.