Rochester, MI – Foresight Research released more results from its 2012 Automotive Marketing Communications Study ©. Automotive research specialists, Foresight interviewed 7,851 new vehicle buyers in the US, finding:
- Overall, 10% of new vehicle buyers in 2011 attended an automotive sponsored event in the 12 months prior to vehicle purchase (down from 13% in 2010).
- Overall, 5% of all new vehicle buyers were highly influenced in their purchase decision by an auto sponsored event, down significantly from 12% in 2010 and 10% in 2009. Among event attendees, however, 24% were highly influenced by the event they attended.
- Purchase incentives, previously the most influential element of events were less available or less enticing resulting in lower event influence on purchases.
- Buyers who participated in a ride and drive were influenced by the event at a 42% higher rate than those who did not participate in a ride and drive.
- Mitsubishi, Audi, Mercedes Benz, BMW, Cadillac and Jeep buyers reported the highest purchase influence from events.
“The elements of events which traditionally have the greatest impact on lower purchase funnel measures (driving dealer traffic and influencing sales decisions) were less often available during this study’s sampling period – in particular purchase incentives and leasing deals. The reduced availability of these crucial elements negatively impacted the overall influence of events on purchase decisions,” said Steve Bruyn, CEO of Foresight Research. “However 2012 is bringing rebounding auto sales, prompting relief on event marketing and sponsorship budgets. The number – and activation – of events is on the rise once again. Perhaps most importantly, some purchase incentives, leasing and other elements of “the deal” are again available.”
The 2012 Automotive Sponsored Events Report analyzes buyers who are influenced by events during their vehicle shopping and purchase. It documents who attends events and provides detailed measures of what attendees do at a manufacturer display, what marketing messages they receive and the additional lift in consideration ride and drive opportunities provide. The data is reported by vehicle brand, segment, buyer demographics, loyal/conquest customers.
Established in 1998, Foresight Research specializes in studies focusing on the key influencers of purchase decisions in the automotive, marine, advertising, public relations, experiential marketing, healthcare, government, and industry association sectors.