Did the Brussels Motor Show shift to a higher gear?
The Brussels Motor Show is the annual meeting of the automotive industry with current and future clients. The freshly polished cars make fantasies run wild, but also encourage buyers. The effect of the Brussels Motor Show is not only felt in the hundreds of thousands of visitors during the 10 days of the event, but also in the increased sales figures. Is this positive trend also to be seen in the online and customer engagement? IgnitionOne examined the browsing behavior of visitors on the websites of the major Belgian car brands during the Brussels Motor Show. Did the Motor Show shift to a higher gear online? Discover the 6 key figures that reveal the digital impact of the Motor Show.
Online impact of the Brussels Motor Show
Through the impact of online on offline, and in the case of the Motor Show, of offline on online, the need for a strong omni-channel campaign is higher. But how large is the actual impact of the Brussels Motor Show? IgnitionOne illustrates just a small part of it with the below infographic. There was a clear uplift for participating brands across the board. But also non-exhibiting brands enjoyed some extra media attention. But what is the real impact of the Motor Show online?
This great infographic is now available as a free download here: www.ignitionone.com/digital-autosalon-2015/.
The digital impact of the Autosalon in 6 figures:
- The number of visitors per car brand rose on average by 27% during the Motor Show compared to early January.
- Participating car manufacturers and companies welcomed 8x more online visitors than during the Motor Show in 2014. In the non-participating companies, the increase was only 5 times more.
- The present car brands received on average 12x more mobile visitors than during the Motor Show in 2014.
- During the Brussels Motor Show in 2015, there was an average increase of 11% of online leads compared to the 10 days prior to the event amongst participating car brands.
- Non-participating brands saw the number of leads in the 10 days of the Motor Show decrease by 97% compared to the beginning of January.
- With an uplift of 570% in the number of online leads amongst exhibiting car brands compared to non-participating brands during the event itself, the impact of the Motor Show is enormous.
A quick survey at the Brussels Motor Show itself also shows a clear dedication of the brands to digital channels. There was a clear trend in the online processing of test drives and price requests. This strategic approach clearly results not only in a higher number of visitors to the different brand websites but also in the number of registered leads.
The digital footprint of the Motor Show is ubiquitous in the differences between the exhibitors and non-exhibitors. The figures show a significant impact on both the number of visitors, and the number of leads online. The question is whether the same impact is to be found on the brand engagement of a consumer with a brand as it decides whether or not to participate in the Motor Show or not. But that’s the subject for another infographic, so stay tuned!
* IgnitionOne consolidated the data of 22 car brands and companies that use IgnitionOne’s Marketing Automation Tool for the Belgian market. The results compare the averages of the present brands with the non-exhibitors, and the two groups together. For the analysis we compared the data of the 10 days during the Brussels Motor Show compared to 10 days at the beginning of January and to the period of the Motor Show in 2014 for a year-on-year view. A lead was defined as a completed application for a test drive, a quote, a brochure or an online registration (depending on the car brand).