Based on what we are seeing at The Canadian International AutoShow (CIAS), brands that have nothing to do with cars are doing well – in engaging the consumer.
If they took the “Auto” out of the AutoShow – consumers would still have a lot to do. Sure, the cars are the stars, but there is a growing number of non-Car Manufacturer brands that come to play with consumers.
We are seeing this across the board at shows that are well run and draw great diverse crowds. My compliments to CIAS and FanExpo to name a couple that we work with.
In our first post; “Children are the best way to a parent’s heart at The Canadian International AutoShow”, we talked about having a kids-focused booth experience ensures that parents get an opportunity to cozy up to the brand.
Last check, 33% of the 300k+ CIAS attendees come as a family unit and 67%, of the total attendance, are there for the fun and entertainment. They want to play and brands can provide that playground.
In conclusion, this is not our “Father’s AutoShow”. This is an event increasingly becoming for Her, Him and the little ones. So regardless of what your brand does, re-consider your 2017 events based on where your audience is going not just the topic of the show itself.
Here are a few ideas on product categories that would win at CIAS based on attendance and lack of competition:
- CPG food sampling programs
- Brands focused on kids or more specifically – babies
- Home Renovations and Household orientated booths