ROCHESTER HILLS, Mich., April 8, 2014 (GLOBE NEWSWIRE) -- Foresight Research, an expert in auto show marketing, reported that the Kansas City Auto Show drew attendees who will influence car purchases well after the show is over. Twenty-eight percent of show visitors are what Foresight calls "Talkers" – in an average year, Talkers give advice to six or more people about auto makes or models they should consider. Talkers only represent 12% of the Kansas City population, so show visitors are over two times more likely to be opinion leaders. "Influencers mean a lot to auto companies," said Steve Bruyn, CEO of Foresight. "Basically, you only need to make an impression once with Talkers, and it will be shared over and over again."
"The Kansas City Auto Show also attracted shoppers. Over half of the show visitors intend to buy a vehicle in the next 12 months, versus 28% of the population in the market. When asked which messages influenced people to attend the show, top messages included "see new vehicles just coming out" (80%) and "great opportunity to compare vehicles and shop before going to a dealer" (58%). And you know they are shopping when almost a third added brands to their consideration list as a result of attending the show," Bruyn said.
Another shopping indicator is what show visitors look for in a display. Over two-thirds of the Kansas City Auto Show visitors said that they were influenced by 'great opportunity to compare vehicles and shop before going to a dealer.' About eight of ten visitors gave top ratings to shopping-related display elements like "full selection to choose from," "ability to access/sit in the vehicle," and "having specific vehicle I am interested in." About one in six show attendees participated in ride & drives – the ultimate hands-on shopping experience.
The influential Kansas City Auto Show crowd is upscale and educated, with 70% holding a college degree (versus 33% of the population), and 39% having incomes above $100,000 (versus 21% of the population).
About Foresight Research – www.foresightresearch.com
Foresight Research specializes in syndicated and custom studies focusing on the key influencers of purchase decisions in automotive and marine industries. Since 2008, Foresight Research publishes several syndicated reports each year that provide information, strategies and best practices to help auto companies and their partners build, frame, and support marketing insights and actions.