North American International Auto Show Remains a Winner Despite Odds In a challenged economy, the North American International Auto Show 2009 remained a "win" with news for media and an exceptional "draw" to exhibitors betting on Detroit as an...
North American International Auto Show Remains a Winner Despite Odds
In a challenged economy, the North American International Auto Show 2009 remained a "win" with news for media and an exceptional "draw" to exhibitors betting on Detroit as an opportunity to showcase products to the world.
Some impressive facts have surfaced as result of an initial media impact study by Millward Brown Precis and general statistical facts that are tracked every year by show organizers.
- NAIAS 2009 featured more than 50 vehicle debuts; with over 30 of those being worldwide introductions.
- Nearly 5,500 journalists attended NAIAS 2009 from nearly 50 countries (nearly 30 percent of the journalists were international, thus helping to spread automotive news made at NAIAS 2009 to the world).
- More than 650,000 visitors passed through the doors during public days. (NAIAS is uniquely positioned to be four shows in one - a media preview, an industry preview, a charity preview and a public show with a 9-day run.)
* Comparatively, NAIAS 2009 saw more product reveals than any other show in North America to date and as a result, consistently achieved greater media impact for exhibitors (more than three times the impact of the runner up). Exhibitors at NAIAS 2009 were able to reach a series of global markets using public relations to cost-effectively support advertising and exhibiting dollars.
* Geneva and New York Auto Shows' data has yet to be finalized or compiled.
* Media Impact is based on article location, length of coverage, headline size, photo size and media outlet circulation.
"Every show saw the impact of the economy, just like every industry felt that impact," said Doug Fox, senior chair, NAIAS 2010. "The main point for our many audiences to remember is NAIAS clearly remains a powerful draw for manufacturers who want to make news and thousands of journalists looking for it. NAIAS is consistently the place where the world's focus is on auto news. In fact, according to Millward Brown's study, our market penetration for media impact actually increased this year when measured against the other U.S auto shows."
Fox specifically noted every show is seeing lower media attendance largely due to travel budgets at media outlets and manufacturers being cut due to general economic factors -- the state of the print media is one example. Outlets attending either did so with smaller staffs from home offices or utilized local broadcast crews to compensate. He said the exceptional market penetration despite the lower media attendance across the board is an even larger achievement for NAIAS -- and further validation of the event.
"Anyone can navigate a ship when the weather is fine," Fox said. "The key is having the confidence in an experienced team that uses all the resources at hand to get through the rougher seas. At NAIAS, the media and the exhibitors are in the best possible hands to show consumers how the industry is positioning itself to weather the storm."
This year as proof of "voice of the customer" flexibility, Fox indicated NAIAS 2010, with input from exhibitors and key media, would see press conferences start on Monday, January 11. Going forward, starting the Press Preview on Monday will more efficiently accommodate the 25-30 manufacturer press conferences filled with reveals and news.
"The NAIAS is the premiere auto showcase for the US market," said Dr. Kunibert Schmidt of the German Association of the Automobile Industry (VDA - Verband der Automobilindustrie). "The show's recent decision to refine the press conference schedule is the perfect example of finding efficiencies in our industry as well as strengthening the professionalism the NAIAS exhibits to the world."
Press Preview is traditionally held at NAIAS the week prior to the show opening to the general public. Industry Preview will remain on Wednesday and Thursday as opportunities for suppliers to visit the show. Event dates for NAIAS 2010 at Cobo Center, Detroit, Mich. are January 11-12, Press Preview; January 13-14, Industry Preview; January 15, Charity Preview; January 16-24, Public Show.