Archive for tradeshow

GM at The New England International Auto Show

Posted in Experiential Marketing, Promotional Events with tags , , , , , , , , on December 6, 2010 by caitlineoconnor

I just finished up an experiential event for General Motors at The New England International Auto Show. I have to say, I am impressed with GM’s current marketing efforts. The event was called “Experience the Drive” and it let event attendees test drive the latest General Motor vehicles without having to deal with sales people and dealers. This created a no-pressure, fun and welcoming experience. The vehicles that were available to test drive were the Chevy Camaro, Chevy Equinox, Chevy Traverse, Chevy Silverado, Chevy Cruze, Buick Regal, Buick LaCrosse, Buick Enclave, GMC Acadia, GMC Terrain and GMC Yukon Hybrid.

My job was to be an “in-vehicle host” and ride around with the test drivers and answer any questions they may have about the vehicles.  After the test drive, we surveyed drivers on how the event effected their impression of GM. Consumer feedback proved that the event was a huge hit.  Almost every single person had a positive reaction and seemed excited about GM. A lot of people had changed their opinion of the company and said that they were much more likely to buy a GM vehicle in the future. Old perceptions usually die hard, but GM seems to be making huge steps in the right direction. This just proves the power of an event that is well thought out and properly executed.

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