Here’s how to prepare for an automotive event as a company
Participating in an automotive event such as the AutoRAI or Interclassics is much more than just reserving a booth. It is a unique opportunity to present your brand or technology to a targeted audience of car enthusiasts, buyers, fleet managers and press. But success on the show floor starts months earlier, with thoughtful preparation. In this article you will read how to effectively work toward successful trade show participation as a car company, including real-world tips.
Start with a clear strategy
First, determine your goal. Do you want to raise awareness of a new electric model? Are you targeting business leads such as leasing companies? Or do you mainly want to convince consumers of your service or technology? A clear strategy will help you set priorities: from the design of your stand to the content of your talks.
For example: if you are a supplier of EV charging solutions at the AutoRAI, it is smart not only to show your product, but also to demonstrate live how installation and monitoring work. That gives confidence and insight into your added value.
Location and visibility: more than a spot on the map
Not every spot on the trade show floor is equal. Research shows that booths on a corner or close to walkways attract on average 20% more visitors than booths in the middle of a row (Exhibition Think Tank Club, 2023). That means: the more strategic your location, the greater your reach. Especially at a car show, where visitors have a lot of stimuli to deal with, visibility is crucial. Standing next to a main stage, loading plaza or demonstration area can greatly increase your visit numbers.
Provide a booth with experience
Car shows are all about emotion, technology and experience. Visitors don’t just want information, they want to experience it. Let people get into a car, start an AR configurator that allows them to customize rims or interior colors, or set up a charging station where you show the smart technology. Even scent marketing, think of that recognizable “new car” smell, can contribute to a memorable impression. Don’t forget the practical side, either: provide plenty of seating areas, charging stations for phones and a logical walking route.
Trade show materials: from car covers to key chains
Visitors remember visual as well as tactile impressions. Therefore, make sure your trade show materials are in order. Think of high-quality brochures with model information, car covers with branding for unveilings, technical displays or demo parts of your parts. Branded gifts also work, provided they match your product: a keychain in the shape of a brake disc will do better than a standard pen. You’ll find a list of popular options that are effective at auto trade shows here.
Invest in your team: they make the difference
Your trade show booth can be beautiful, but ultimately it’s your people who make the difference. A good trade show team knows the objectives, knows how the brand differentiates itself and can have conversations that go beyond “nice model huh”. Technical knowledge is indispensable at a car show, especially if you are presenting vehicle-specific innovations. Train employees on content, but also on conversation techniques and lead follow-up.
The stock market is only the beginning: think ahead
A successful trade show is not just about the days on site. The real return comes after the event. Collect leads digitally, such as through a scanning app linked to your CRM. For each call, record concrete information, such as interest in a model, numbers or planned purchase dates. Send a personal follow-up with additional information or an invitation for a test drive within 48 hours.
Don’t forget your online visibility, either. Share short videos of the build-up prior to the show, publish impressions and interviews during the show, and show what you’ve accomplished after the show. Being active on LinkedIn, Instagram and other channels extends your reach far beyond the trade show floor.
Much more than presence
So a car show requires much more than presence: it requires a plan, an experience and a story that sticks. By focusing on your goals, preparing your team well and deploying your communications smartly, you will realize the full potential of your trade show participation. Whether you are launching a new car or putting a mobility solution on the market: good preparation rides first.