While interactive displays are extremely popular with visitors, the biggest value of the shows is that they stimulate shopping, Puffer said. Research shows that local dealership foot traffic increases up to 20 percent in the month the show takes place and in the following month as well, he said.
“It’s a piece in the marketing wheel, and there’s a lot of ways you can find out about new products,” he said. “But the shows are very important to our dealers.”
Toyota Motor North America said in a statement that it has participated in around 70 auto shows across the country annually over the past five years, although the number can fluctuate a little. While the media component of big auto shows is less relevant with digital alternatives, the consumer aspect remains important.
“Budgets have been a challenge,” Toyota said in the statement. “We built new auto show kits two years ago that were more modular, allowing us to have more flexibility with what we display. The new kits also help us to…
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