Remember when BMW first released the all-electric i4 model in 2021? It was one of their most memorable automotive launches. And that's because they didn't just sell the car for what it was; they sold an experience. They allowed their audience to feel connected, both to the car and their brand, and that's what keeps customers coming back for every new release.
In a world where people are bombarded with marketing and new products, it can be hard to make your new launch stand out, especially in the automotive industry. So how do you make your automotive launch event a memorable one? Let's go through our top strategies for success.
Let Your Content Do the Selling, Not Your Product
Don't rely on the car to sell itself. Sure, people can appreciate a sleek design and fancy new bodywork, but they need more than that to purchase and engage with your brand. Start by thinking about which types of multimedia content to use to promote your event, whether that's a video showcasing the latest features or interactive 3D models where people can immerse themselves in the driving experience. You can even include gamification features with product-related games, contests, challenges, and rewards or incentives to drive the fun element and keep participants engaged.
Make Your Launch an Experience
The best event launches are ones that create an engaging experience, not just a buy-and-sell structure.
Let people really feel what it's like to be in the driving seat. What does your target audience expect from a new vehicle? What will it make them feel? What can they see, smell, and touch? This is what leaves a lasting impression.
Think about personalised demos and driving adventures—can they change the lighting? Can they select their driving mode? Can they choose which type of road to test-drive the vehicle on? Live Q&As and test drives encourage people to engage and test it out for themselves. Sell the experience, not the car.
Leverage Technology to Elevate Your Launch
Virtual reality/augmented reality (VR/AR) is arguably one of the best types of technology for engaging an audience, especially for automotive launches. It lets people imagine
themselves driving the car and see it in action, rather than you pointing out key selling points.
You can also use virtual product walkthroughs and interactive event apps where people can explore features, leave feedback, or request brochures. Take Ferrari for example. During lockdown, the luxury automotive brand organised virtual factory visits through VR headsets to give people the showroom experience without actually being there. With the idloom platform, you can set up virtual and hybrid events to engage people from across the globe and time zones in an immersive experience. You can also leverage advanced functionalities for email campaigns, personalised product launch websites, marketing materials, live demo sessions, and more. idloom also allows for seamless integration with your existing app ecosystem, so you can easily collect leads from events and follow up with them via automated remarketing.
Ready, Set...Launch
In the automotive industry, the shell of the car isn't what sells to your target drivers. They buy into the experience, your brand, and what buying the car can make them feel. Keep that in mind when planning your next vehicle launch, and you'll be sure to make it a successful one. Want to learn more about how leading events management platform idloomcan elevate your automotive product launches? Contact us to know more.