Marketing at the Twin Cities Auto Show: There Is A Time and A Place

By Natalie Bell

@nebell90

Last night after work I went to the 39th Annual Twin Cities Auto Show -- by choice.  I love going to the auto show and looking at all the cars.  My love for cars comes to a surprise to most people that know me, except for those who experienced my Hot Wheels years.  When I was younger my father and I would play a game where we had to name each car that went by and boy, did that make road trips to Ohio seem a lot faster.  To car lovers like me the car show is a candy store (only much more expensive)!

Being surrounded by $15,000,000 worth of vehicles was so fun.  Every car was new, shining, clean, and had that wonderful new car scent.  Spokespeople for each dealership were dressed to the nines; women in dresses and heals and men in business attire.  All-in-all it was a classy event.  

With good comes bad, however, and one dealership's marketing was not fitting for the auto show.  Kia Motors had "Kia Karaoke" going on the entire time I was at the show.  In Kia's section there was a stage set up in which visitors were called onto stage, dressed in obnoxious outfits, and singing loudly.  It came to the point where I and others had to walk to the other side of the convention in order to escape the off-key voices.  

I am not saying karaoke can't be good marketing, but there is a time and a place.  This year's auto show was neither of these.  At a high-energy event this would have fit in perfectly.  However, the auto show draws families and couples seriously shopping, car junkies drooling over the engines displayed, and others just there to look and dream.  No one is there to be loud and party.  The key to a good campaign is to think of your audience.  A great idea can go to the pits if not presented at the right time or place.  Similar to what my fellow employee, Shelly, explained in yesterday's blog, lots of thought needs to go into a campaign as to who your target audience is, what their preferences are, and the way you want them to respond.  

Of course the misfit karaoke didn't ruin people's nights.  With so many cars to explore that would be extremely difficult.  My personal highlights from the night are:

• Seeing the Fisker Karma, which was admired by all at the event
• Sitting in a Range Rover
• Seeing old classic cars
• Sitting in my dream Audi convertible (shown below).