BRUSSELS MOTOR SHOW 2019 - AN EFFECTIVE PRESENCE? THE PROOF IS IN THE NUMBERS!
The D’Iteren Group and Mercedes measure the performance of their booths using our ‘WHAT THE SHOP’ tool!
On the program: obtaining objective and quantified data to assess and improve the marketing effectiveness of their attendance at the show… something to delight marketing managers!
After successfully testing this innovative tool with two of its brands at the 2018 Show, the D’Ieteren Group extends its use to nearly all of its brands presented at the show: Audi, Porsche, Seat, Skoda and Volkswagen.
The Ginion booth, with is McLaren and Rolls Royce brands, was mainly intended to receive an audience well-known in its address book. A quantified marketing analysis of the behaviour of the audience and visitors to their booth was not justified.
Mercedes’ marketing managers also understood the value of this innovative tool since they also placed units at their booth.
It should be noted that units were also placed a few days before the show in five concessions of the D’Ieteren Group. These were large dealerships close to Brussels. The units will remain there until the end of February.
How does it work?
Placed in the booths, the ‘What the shop’ units (modem format) collect objective data such as the number of visitors, the average length of visit, the trajectory of the visitors, hot/cold zones, peak times, attractiveness rates, entry and exit points to the booth and much more information.
Every day, data is collected through the 3G/4G network (detection of open WiFi signals on smartphones, tablets, etc.).
Installation is very simple and of course is managed by our staff.
The plan for installation of the units is defined on the basis of the brand’s marketing objectives and therefore by the desired data, and the size and layout of the booth. This study is also carried out by our staff.
The positioning of the concession is very interesting because it allows knowing the event’s bounce rate.
This innovative tool therefore permits objective and quantitative analysis of attendance at the show, effectiveness of the booth and behaviour of visitors after the event.
Of course, the ‘What the shop’ tool is perfectly legal.
Naturally, the budget depends on the analysis desired and the number of units placed. Note that the service is available from €500.
What does it report?
The raw data is updated daily during the event and can be accessed directly on a web platform.
Each brand also receives a daily report summarizing the traffic at the show and the booth as well as the more “frequented” and less “frequented” vehicles.
The data is then analysed in detail and a full report will be submitted to each brand.
You will find out in our next newsletter what the brands have learned from it. Their confidentiality will naturally be respected!
WHERE CAN THIS SERVICE BE ORDERED?
Conceptexpo Project is a partner for Belgium of this simple, inexpensive solution, providing complete and detailed results.