How to maximise the opportunities around automotive events

From Automechanika through to the Goodwood Festival of Speed, motoring and automotive events play a key role when planning a PR and marketing strategy.

They are an important platform to launch new products, raise a company’s brand, increase the profile of personnel, engage with stakeholders, and much more.

But the opportunity of an automotive or motoring event doesn’t just start when the doors open.

Given their significance (and to maximise return on investment), it’s vital to make the most of the PR opportunities before, during and after the event.

Here are our top tips from our experience in automotive events across technology, aftermarket, classic cars and more.

Plan ahead for an event

From the outset, it is crucial to research which events align with your business goals eg, that it will attract the right demographic, will provide ample networking openings, has plenty of additional marketing opportunities, etc.

And then it’s never too early to start planning a communications strategy when you know you’ll be exhibiting, or hosting, an automotive or motoring event.

This includes engaging with the media, such as with attendance announcement press releases that have a news hook, at the earliest opportunity as they will be working to lead times.

It also gives time to foster relationships with key journalists with a view of inviting them to your stand and/or offering them an exclusive interview opportunity.

Securing speaking slots for your own team members can also provide a huge platform for them to provide insight and promote their expertise among their peers, while addressing a key target audience.

It’s at this early stage that it is sensible to explore other PR opportunities including posting teasers of your attendance and any new announcements on social media and email marketing.

Many events and exhibitions also have an award ceremony, so it’s worth contacting organisers, or looking on the event website, to see if this is the case and if there are any suitable categories to enter.

Profiles can also be built through event sponsorship and, usually, there are various package levels available depending on budget and other commitments.

You can also create an asset, such as industry whitepaper or competition, that could be downloaded by visitors at the event and used for data capture and lead generation after the event.

Seize the moment at automotive events

With some research, working with event organisers, you could find out if any of your target customers are attending, and hold a VIP breakfast round table session before the doors open.

Social media, including live streaming, is an obvious way to keep people up to date when at the automotive or motoring event.

Additionally, it’s the time to think of videography opportunities, capturing highlight images of your stand and sharing what’s also going on at the event, not least to show your standing among industry peers.

These images, along with photography, can be utilised for wider use, such as company brochures and company websites.

There’s likely to be a media office, so knowing which journalists are covering the event can pay dividends, not just with arranging interview opportunities but also on a less formal level through relationship building.

Don’t make afterwards an afterthought

It’s sensible to maintain the PR momentum after the event has finished, and this can be achieved through a number of means.

Email marketing will keep your audience informed of how the event went, as well as providing a channel to thank them for visiting your stand.

If you have conducted any lead generation at the event, such as through a downloadable asset, competition, or QR code, you could also follow up with new contacts.

Don’t forget to follow up with the media to see if there’s any other ways you can help them, possibly with extra information or images.

It could also be valuable to put forward your key spokespeople to provide expert commentary and insights following what a journalist may have seen at the event.

Repurposed content will also come into its own and additional uses include in video presentations and blogs.

Partner with an automotive PR agency

As an agency, we have been a dedicated event partner to our clients for more than 15 years, and our team has decades of experience supporting international events in house with automotive related companies.

Our range of event support services includes the creation and supply of media packs, arranging press interviews, supplying film and photography, hosting activities, live social media and more.

If you’re planning to host an event, or be an exhibitor at a show, and need our expert support, then we’d love to discuss how you can make the most of it for your business.

For a free consultation, no obligation chat, please contact us here.