Summer 2012
Measuring Accomplishments in the Auto Show Industry
MTAS Client
Summit in June
Motor Trend Auto Shows (MTAS) Summit guests, including manufacturer
executives and MTAS clients, have been invited to Las Vegas to begin planning
the 2013 auto show season. The gathering is planned for Wednesday, June 6
through Friday, June 8 and headquartered at the winner of the most Forbes
Five Star Awards in the world, the Wynn Resort. Those who have joined us
for this meeting in the past will agree that this property is ideal for business,
brainstorming and certainly, entertainment.
Sponsored by Titanium Sponsor GES, this year’s meeting will open on
Wednesday evening with a reception for auto dealer association executives.
Thursday’s group meeting will focus on adapting to a changing landscape
as the industry continues to evolve and rebound. Discussion topics will
include new technologies, social marketing, the year in review, the Auto
Show Return on Investment Report and strategic planning. Thursday
afternoon has been reserved for manufacturer roundtable discussions,
followed by a group dinner.
Photos courtesy of Wynn Resort
Data Mining
Optimizes Auto Shows
Source Interlink Media’s new business intelligence division is developing
advanced capabilities to gather knowledge about just who auto show
visitors are — and what makes them tick. In addition to new, strategic
measurement tools, several additional layers of research sophistication will
be added to the show surveys next season. This expanded data collection
will generate a better understanding about who is attending auto shows.
We look forward to seeing everyone, and welcoming auto dealer
association and manufacturer executives to the MTAS Client Summit.
“We are taking a much more rigorous approach to analyzing the data generated
by our on-site and post-show surveys and by our online ticket sales,” said John
continued
Thank You To Our Sponsors!
Titanium sponsor
additional sponsors
Flooring
6375 Flank Drive n Harrisburg, PA 17112
Tel 800.345.1487
MotorTrendAutoShows.com
©2012 Motor Trend Auto Shows, LLC.
All Rights Reserved.
Motor TrendAutoShows.com
These interactions are rich in data — especially
when these attendees are also subscribers of Source
2012 N
e
Auto S w Mexico In
how te
Quest
ions m
Post S rnational
arked
how S
with an
1. W
urvey
as
terisk
hat is
(*) are
the prim
m
ary reas
on you
I am a
andato
ry.
ed the
auto sh
ow?
ng do
you th
ink it wi
ll be un
til your
Current
next ca
ly shop
r purcha
ping
Less th
se?
an 6 m
onths
Within
a year
1 - 2 ye
ars
2 - 3 ye
ars
More th
an 3 ye
ars
Decline
respon
se
4. W
hat is
next ve the age of th
hicle pu
e
rchase vehicle you
are mos
?
t likely
2012
to repl
ace wi
th your
2011
2010
2009
2004 2008
2001 2003
2000 or
older
Decline
respon
se
Not re
placing
a vehi
cle at
this tim
5. Ch
e
eck th
e type
of vehi
cle you
plan to
Compa
purcha
ct/Eco
se?
nomy
Sports
Car
Car
Truck
Luxury
Car
SUV
Miniva
n
Hybrid
/Electric
Crosso
ver
Undecid
ed
Interlink magazines or users of any of the Source web
sites, such as MotorTrend.com, Automobilemag.com
into the emerging discipline
or Automotive.com.
our auto show attendee data
to the data we have on those
2. W
hich sp
motiva ecial featur
ted yo
u to at e(s) or prom
tend th
ot
e show ion(s) mos
t in
? (che
Car Cl
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ubs
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at appl
Ford SE
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M
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tobahn
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motive
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logy
Pet Ad
options
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2013 an s
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PG Cl
n mod
ub & Al
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ternative
please
Fuel Ve
specify
hicles
3. Ho
w lo
the impact of our outreach
efforts. We’re making strides
known as ‘Big Data’ by tying
attend
car bu
ff
I am cu
rrently
shoppi
I enjoy
ng for
the en
a car
tertain
I want
ment of
ed to le
attend
arn mor
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ed to se
show
t altern
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Test dr
ative fu
test au
ives
els
tomotive
Other,
techno
please
logy
specify
attendees who subscribe to
any of Source Interlink Media’s
magazines, or who visit our web
sites or use our mobile apps.
The findings we derive from our
analysis need to be presented in
a user-friendly, understandable
format, so we are developing
common factors such as age, income level and
early adopters of technology. Subgroups are then
created, to whom marketing can be much more
focused. The members of the cluster then receive
marketing efforts that are much more legitimate
to them, and they respond better to offers.
“Efforts to make customers feel that they are not
just a number will build the relationship, generate
customer loyalty and drive profitability,” said
to help communicate our findings.”
With John Marriott at the helm, the Source
Interlink Media business intelligence division
management. Michael’s principal focus is using
methods are battle-tested in many diverse
enterprises. The even better news is that these
methods are highly effective in measuring a great
amount of information — and we have a great
deal of fresh auto show data to work with.”
advanced data mining technology to further monetize
Using multivariate analysis, the business intelligence
Source assets and enhance our customer relationship
group is looking at more than one factor about our
customer base or potential
management in today’s
6. W
hat pr
ice rang
e do yo
u norm
Under
$10,00
0
$10,00
0 - $19,
999
$20,00
0 - $29,
999
$30,00
0 - $39,
999
$40,00
0 - $49,
99
Over $5
9
0,000
Decline
respon
se
ally co
modern and growing social
nsider
?
network environment.
Before joining Source,
7. Ha
s at
tendin
g this
year’s
auto sh
ow influ
Somew
enced
hat influ
your pu
enced
Strong
rchase
ly influ
decisio
en
ced
I actual
n?
ly chan
ged m
No influ
y mind
ence
8. W
ere
you m
ore im
presse
d or le
ss impr
More
essed
by this
Less
year’s
show?
About
the sa
me
This is
my first
time at
tendin
g this
9. If le
auto sh
ss satis
ow
fied, pl
ease sh
are wi
th us wh
y.
Michael was the lead
quantitative technical
advisor for IBM’s global
Siebel Systems CRM
“Efforts to make customers feel
that they are not just a number
will build the relationship,
generate customer loyalty
and drive profitability.”
deployment. Later when
Oracle Corporation purchased Siebel Systems,
he was brought in as technical lead for the global
deployment of Siebel Systems Analytics. In both roles,
10. Te
ll us
that ap which manuf
acture
ply)
r yo
t
customer base, cluster analysis is used to identify
Michael Reilly. “The good news is that these
as director of data mining and customer relationship
like mos
As natural subgroups are identified in the large
infographics and multimedia formats
is run by Michael Reilly, who joined Source in 2011
Acura
Audi
BMW
BMW
Motorcy
cles
Buick
Cadilla
c
Chevro
let
Chrysle
r
Dodge
Ford
GMC
Honda
Infiniti
Jaguar
Jeep
Lincoln
Lotus
Mazda
Merce
des-Be
nz
MINI
Mitsub
ishi
Porsch
e
Ram
Scion
smart
Subaru
Toyota
Volvo
W
id you
Marriott. “Our team is using new data mining tools
to pull data from social media to better understand
u thou
ght ha
d the be
he supplied new ways to quantitatively identify,
st disp
lay? (c
heck al
l
target and successfully market to very large and
diverse global customer groups.
customer base simultaneously.
Discriminate analysis allows
the team to weed out unproductive data, with social
graphs depicting each show’s
network and the members
with the highest influence
on other consumers.
The business intelligence team is also delving into the
fast-growing area of sentiment analysis, which enables
the ability to look at all the comments about an event
made in the social environment and measure the
positive, negative and neutral. This allows the shows
to have a better idea about what is being said and to
The auto shows benefit from this experience, as the
respond accordingly. The flow of expanded information
business intelligence team uses new analytical meas-
enables MTAS to gain a bigger picture about attendee
urement tools to study not just survey results, but
social marketing traits, allowing an even better under-
also social media’s influence on attendance patterns,
standing about who is attending and how to continually
and how consumers are using the show web sites.
deliver shows that hit the mark.
©2012 Motor Trend Auto Shows, LLC. All Rights Reserved.
Motor TrendAutoShows.com
Auto Show Mobile App
Into The Future
Looking to skip the line at the auto show?
No problem, if you brought your smartphone.
Users around the country used their Motor Trend
Auto Shows’ App to do just that, and much more,
at each of the MTAS-produced auto shows.
MTAS offered the new App early in the show
season. As one of the very first Apps created
for auto show use, MTAS took a close look
at key user needs, and worked to achieve an
App with a high level of ease-of-use and
effectiveness. Because download decisions
can be dependent on user reviews, functionality was key. Beyond using a smartphone to
purchase tickets, auto show attendees can
now use them at every step of the car buying
process – from viewing auto show floor plans
to learning about a vehicle.
Not just for iPhone holders, Android users also
have access to the MTAS App and a major
update is planned for this fall. Enhancements
include Retina display graphics, vehicle research area, including information from the
Motor Trend Buyer’s Guide, QR code reader,
vehicle dealer locator; plus a news area with
media releases, videos and automotive
interest articles. With the touch of a fingertip,
the MTAS App turns ticket lines and paper
floor plans into things of the past.
Welcome Stephen Berger
Stephen Berger, vice president, operations –
Source Interlink Media, has already gotten a
taste of life on the road after coming onboard
early in the season. Stephen is assisting with
management of the Motor
Trend Auto Shows, Lowrider
event series, EnduroCross
and MiniMotoSX races.
Arizona and Las Vegas, Nevada. While serving
in Afghanistan, he directed the recovery of 91
Special Forces personnel during a helicopter
crash caused by enemy fire in an actively
hostile environment and
executed a plan that quickly
recovered all personnel
resulting in zero casualties.
Prior to joining the company,
Stephen was a project manager
for MCR Federal, LLC, where
he facilitated the relocation
of a government intelligence
agency. Prior to this, Stephen
was an officer and pilot in the
U.S. Air Force, where he progressed from flying
rescue aircraft to managing a $32 million flight
operations program and 50 employees in five
different organizations located in Tucson,
Stephen earned his Bachelor
of Science degree at the
United States Air Force
Academy, and his MBA from
Virginia Tech. He also holds
the Project Management
Professional (PMP) designation from the Project Management Institute.
If you haven’t already, please help us
welcome Stephen to the MTAS team!
Liking, Tweeting &
Yelping Down the
Highway Carpet
Twitter, Yelp, Facebook, bloggers and more were
all front and center this season as MTAS expanded
its social marketing landscape. MTAS utilized
the most active sites to interact with showgoers,
to announce dates and auto show highlights,
and to encourage fans to attend the shows.
Facebook gained in auto show popularity this year,
reaching more than double last year’s audience at
all of the MTAS shows. Deepening existing relations
with current auto show fans was also a priority. Fan
interaction was increased through Motor Trend gift
giveaways and as followers got involved and posted
online. Twitter enabled the PR team to retweet
thoughts and photos from our followers, as well
as to tweet messages live from the show floor.
Yelp, an online community for unbiased reviews,
was a new partner at five shows this season.
Working with Yelp was effective in reaching a hip,
young and vocal audience. To help increase show
awareness, Yelp featured the show in their regional
newsletter, which was emailed to thousands of
Yelpers. Onsite, the Yelp team handed out free gifts,
including gloves, sunglasses, t-shirts, pins and
“Yelpstick.” Yelp also hosted an Elite event, where
the most prominent reviewers on Yelp attended a
reception right on the auto show floor. The Yelpers
posted about the show, encouraging friends
and family to attend.
Be sure to “like” your favorite shows on Facebook,
follow us on Twitter and don’t miss a minute of
the auto show action.
©2012 Motor Trend Auto Shows, LLC. All Rights Reserved.
Motor TrendAutoShows.com
Entertainment
Brings Crowds!
Test drives, robots and the latest in fuel efficiency all kept auto show
visitors staying at shows longer, and spreading the word to their friends.
This year’s show season began with the MTAS team looking at ways to
continue to bring excitement to the auto show experience, even as
exhibitors’ displays were often scaled back.
From the show floor to the actual driving, nothing gets thousands of
attendees more engaged than a test drive. Twenty brands held Ride &
Drives during the MTAS 2012 season including three stops by Camp Jeep’s
off-road test track. Nearly every MTAS auto show featured test drives,
with many shows doubling, and in some cases, even tripling manufacturer
participation over the previous season.
Gas prices increased an average of
8.9 percent during the auto show
season, making this a major topic
that brought consumers seeking
vehicles that use less gas. The debut
of MTAS’ 40+ MPG Club made it
easy for showgoers to locate fuel
efficient models, with destination
markers placed beside manufacturer
displays that featured these fuel-sipping models.
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As the industry continues to evolve, MTAS works to not only drive traffic
back to the dealerships, but to create a memorable experience for attendees. From the business of auto shows to “show business,” this
year’s sizzle resulted in positive survey feedback that kept visitors
coming back for more.
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their smartphones to snap photos, and to share their favorite auto show
moments on social networking sites including Facebook and Twitter. Huge
robots, including King Robota, Queen Robota and ROCK-IT THE ROBOT,
made unforgettable appearances. From singing and dancing, to signing autographs for kids and taking photos, the robots delivered the “wow” factor.
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Congratulations to
John Marriott!
Please join us in congratulating John Marriott on
being named one of this year’s EXPO Elite Winners.
Awarded by EXPO Magazine, this list features the
most influential people in the event, trade show
and exposition industries.
To read the article on EXPOweb.com, click here.
ular now
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