Pub. 6 2017-2018 Issue 2

10 San Diego Dealer A s we prepare to launch another exciting San Diego International Auto Show (December 28-January 1), we thought we would revisit how im- portant the auto show is at influencing purchase decisions, even in this digital era. With the help of nationwide surveying, we now have a clearer picture about the real power of auto shows. In the chase to maximize new car sales, San Diego auto dealers constantly look for differ- ent ways to cut through the clutter. While the Internet has opened opportunities for mar- keters to reach far beyond what the local daily newspapers and other traditional advertising outlets once offered, some of the traditional, successful auto marketing tools continue to yield the best results. Despite the stories tout- ing the benefits of the latest cyber-marketing that captures the most desirable audiences, auto shows continue to outperformmost of these new marketing channels when it comes to having significant, positive impact on annual sales in nearly all demographics. This position is validated by a study commis- sioned by Auto Shows of North America, and conducted by the research firm Foresight Re- search, and showing that auto shows indeed continue to play a leading role in the sales and marketing mix. Auto shows are, in short, the nation’s show room and auto brands can and should capitalize on them to increase visibility and sales. The study, entitled “The Power of Auto Shows,” touts auto shows as the most effective way to market new vehicles and influence purchase decisions. And it provides the statistics to back up that claim. The latest nationwide findings state that: Continued on page 12 THE POWER OF AUTO