Just like any other industry or sector in the world of business, the automotive industry is littered with events across the globe throughout the year. They include awards nights, seminars, sports events, product launches, automotive fairs and expos.
Each of these activities has its purposes and is targetted at various groups in the automobile value chain. For this conversation, our focus will be on automotive fairs and expos.
In the middle of this year, I was on the search for a specific smartwatch. Even though I had done my search online, I was hesitant to purchase it online unless I had seen it and had a feel for it. It might sound old school but there are a lot of people like us out there.
Fortunately, there was a trade fair in my city, so I had to pass through to have a look at the products on display. Luckily enough, I came across a stand where they sold tech gadgets. They had the same smartwatch I was searching for. Fast forward, over three different items have been bought from the said seller.
Through the organisation of Flynt Auto Events, I have come across CEOs, Sales Managers, Marketing Managers, and others in the automobile value chain who have raised one objection after the other about the importance of participating in an automotive fair or expo.
The primary purpose of an automotive fair or expo, just like any other fair or expo, is to give the manufacturer or dealership exposure. Yes, exposure. They may argue that they are involved in various marketing campaigns, have showrooms scattered around the country, and have field salespeople who are spreading the good news, but there is a section of the market you may never reach.
Participating in automotive fairs and expos gives the manufacturer or dealership more reach, a platform to announce new projects, and to tell the public their plans for the coming years.
Most of the time, the question that comes up when you approach dealerships to participate in an automotive fair or expo is how many units of vehicle or products they will sell during the fair or expo.
The fact is, a participant will hardly purchase a vehicle at the fair or expo. The fair or expo allows the participant to have a look and feel of the models on display by the manufacturer or dealership. The purpose of the fair or expo is to create sales leads for the manufacturer or dealership. Most often, prospective buyers will purchase car products or accessories.
In September this year, Ford Motors debuted the 2024 model of the iconic Ford Mustang. A few days after the debut, the model made its appearance at the 2022 Detroit Auto Show. Automotive fair or expos provide a platform for manufacturers and dealerships to display new and soon-to-be-released models, which are mostly pre-production models.
This helps them to get customer feedback and opinions before mass production to make changes where necessary before they are released. On the other side, it gives the prospective buyer the opportunity to know which options will be available, for which markets, and most importantly, the prices. With a year or two-year period before release, they can prepare adequately for it financially.
If you are into sales, marketing or customer service, the expression ‘customer experience’ will be common in your everyday interactions. Customer experience is the impression your customer has of your brand as a whole throughout all aspects of the buyer’s journey.
Manufacturers or dealerships do not just sell cars. They offer a whole experience throughout the vehicle holding period by the customer. At automotive fairs or expos, the manufacturer or dealership is offered the opportunity to take their prospective buyers through every product and service they have to offer.
This includes pre-sales, after-sales service, financing offers, warranty issues, service plans, car accessories, upgrade options, and others. The prospective buyer is better informed about the dealership, and will be able to make an informed decision. A customer who experiences bad after-sales service is 90 percent likely not to buy from you again. So, it’s not just about selling cars.
There are various automotive fairs and expos around the world and in Ghana. Examples are the Automechnica in Dubai, Chicago Auto Show, and Taadi Street Auto Show in Ghana.
Taadi Street Auto Show, as part of the Flynt Auto Event series comprising an automotive fair, drive tour and a car festival day, will be taking place from the 17th through to the 24th of December, 2022 in Takoradi.
The drive tour sets the tone on the 17th, with the automotive fair happening from the 19th to the 23rd, and capping it with the car festival day on the 24th of December at Takoradi Mall.
To every player in the Ghanaian automobile industry, this is an opportunity to promote your brand, products and services to the Western Regional market and beyond.
About the author
Edmond Nana Flynt is the CEO and founder of Flynt Automobile, an Auto Tech start-up that is also into automobile events, consultancy, and a vehicle sales agency.
Email: [email protected]
Whatsapp: +233 (0)20 946 1390
LinkedIn: Edmond Nana Flynt
