As I have always said, China's autoshows make all other expos in the country seem like an American weekend flea market. High tech booths, elaborate sound systems, interactive shows and of course, beautiful models that tend to overwhelm rather than complement.
Wunderman's task at the shows was lead generation, and Shanghai always proves to be more challenging than other markets. Unlike Guangzhou or Beijing, Shanghainese are not just more reluctant to fill out questionnaires, they have trouble estimating when they will actually purchase a car. This becomes a challenge for us because we segment customers based upon their in-market date. In the end, a record turnout plus favorable purchase conditions helped us bring out the masses.
We saw a lot of fancy data entry systems at the show including PDAs and bluetooth devices. Saab used a big inverted touchscreen that allowed customers to write in their details. In the end, I'm still a believer in paper questionnaires because they're fast which means you get more data than the high tech versions. A lot of people argue that the PDAs can deliver data in "real time", but what's the point? Why do you need 3 month hot leads in real time anyway? And with the low price of data entry, paper surveys are still the most cost efficient option.
I was not out buy a car but can imagine how challenging this must have been. Despite a few wild concept cars from the locals and the dreamcars in the financial stratosphere, the sheer size of show is really overwhelming. A recent study ranked buying a car the most challenging purchase in China, followed by a mobile phone. With so many brands and look alikes, it's really tough to choose.
What works best to attract prospects and build your brand? Interactive programs, fancy model shows, or simple, clean open spaces allowing people to interact more with your products? Of course the answer is a combination of these things. And is there a better way to get consumer in-market information, which is vital to the success of the show? We did well, but I'm confident that we can come up with more innovative ways to improve the process.
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