You’ve made a splash, now what?

Charlie Li, Strategy Director, TRO, explains how the automotive industry can turn event engagement into lasting impact.

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Credit: Genesis

Experiential marketing 101

The automotive industry is fuelled by a passionate community, with people often becoming fans before they commit as paying customers. This extended journey from fandom to discovery and purchase, can take months or even years. For brands, creating a lasting impact from the very first touchpoint is paramount. 

 

At events like Goodwood Festival of Speed (GFOS), we don’t see what we do as just a one-off opportunity to showcase the latest models and innovations. It is instead a powerful tool to build and sustain impact and customer relationships. This means more than just putting on a great show; it is about ensuring that the excitement generated during the event translates into action that contributes to long-term business impact.  

 

In this context, experiential marketing becomes the cornerstone of a brand’s strategy, not just a top-funnel support. While many touchpoints in the automotive journey can be completed online, the real magic happens in-person. Events like GFOS gives fans access to experience and interact with their favourite cars firsthand, creating emotional connections that online touchpoints simply can’t replicate. 

 

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Credit: BMW

The road to impact

But what happens after the event is what keeps our clients up at night. Do we just go to a great event, head home and return to our lives as usual?  

 

The real works begins long before the event. The true power of live experiences lies in their ability to drive the entire customer journey. Instead of just attracting new customers, we need to consider how these events can be integrated into broader marketing and sales ecosystem to nurture leads and ultimately convert them into loyal customers. 

 

We need to look inward and map out what other valuable brand touchpoints can be integrated – what about our retailer network with strong local insights? How can we leverage these, and how do we connect the buzz generated by the event to the lower funnel story? Engaging both media and retailers to create opportunities for real-world trial (e.g. test drives) can contribute significantly to deepening that connection. 

 

We also believe in meeting potential customers where they are, more often, aligning experiential activities to capitalise on the post-event momentum. With Genesis, we positioned test drive activities alongside more culturally and socially relevant moments. By tapping into the passions and conversations that already matter to consumers, we kept the brand relevant long after the initial tentpole event ended. 

 

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Credit: MINI

However, we must also consider the impact of the ‘fragmented agency’ set up in the automotive sector. To address this, it’s crucial to create cohesive strategies that provide insights across the entire consumer journey. Leveraging experiences can influence all stages of the funnel, helping retailers build lasting relationships and enhance customer retention, especially during times when they need the most support.

 

Ultimately, the long purchase journey in automotive (average up to 6 months) requires a holistic approach. Experiential marketing can create lasting impact when it is supported by a broader strategy that connects that initial spark with consumers’ everyday lives, creating a more enduring presence to foster fandom and ultimately purchase.