ROCHESTER, Mich., May 8, 2013 (GLOBE NEWSWIRE) -- Foresight Research released results from its 2013 Automotive Marketing Communications Study ©. Automotive research specialists, Foresight interviewed 7,543 new vehicle buyers in the US, finding:
- Overall, 37% of buyers who attended an auto show stated the show significantly or completely influenced their vehicle purchase.
- The top most influential messages delivered by auto shows on buyer decisions were "seeing new vehicles just coming out", "fun and entertaining" and "opportunity to shop before going to the dealer." People shop for cars in a fun environment.
- Auto shows attract and influence high income buyers: Those earning $150K+ represent only 24% of the new vehicle buyers, but 32% of new vehicle buyer auto show attendees.
- Auto shows are not just for men. 38% of the buyers at shows are women and like their male counterparts, auto shows influence their purchase decisions too.
"Among the numerous forms of communications available to auto marketers, auto shows offer a unique marketing advantage. No other forms of communication provide a similar degree of direct, personal and experiential connection with the product," said Steve Bruyn, CEO of Foresight Research. "Despite its inherent marketing advantages, the overall auto show attendance among recent buyers has declined over the past five years. To understand the reasons for this decline and maximize return on investment, Foresight has prepared analysis of what impacts of show attendance, display visitation and engagement."
The 2013 Auto Show Strategy Report analyzes buyers who attend auto shows within 12 months of their vehicle purchase. It documents who attends shows and why. It provides detailed measures of what prospects do at the show, what marketing messages they receive and the additional lift in consideration ride and drive opportunities provide. Finally, it measures the return on investment auto shows provide manufacturers relative to 13 other forms of marketing communication. The data is reported by vehicle brand, segment, buyer demographics, loyal/conquest customers.
Established in 1998, Foresight Research specializes in studies focusing on the key influencers of purchase decisions in the automotive, marine, advertising, public relations, experiential marketing, healthcare, government, and industry association sectors.