Bring The Showroom To The People

I've been saying it for ages, and finally car retailers seem to be getting the message ! It really isn't rocket science is it !?

If you are a car retailer, and you build a massive out of town showroom - which they ALL do - then you are expecting customers to travel to see your products. So unless you do a brilliant game changing marketing piece which can take years and years for the message to filter through, you need to do some disruptive marketing.... or shoppers just will not come and see your great new cars !

A shoppers pre conceived ideas of a brand may have been forged over many many years - one person may for whatever reason believe they never want to buy a Honda car for example, and based on their logic they would never ever go to a Honda out of town dealership.... yet Honda [and trust me many other cars are available] may just have had some of the best built and designed cars out there.

So it really really REALLY has been a blindingly simple solution, but one which the Car retailers have been incredibly slow to implement - is to take the products to where shoppers are... yes, in Shopping Malls and town centres !

The reason it has taken so long ?

Well partly it comes down the complex relationship between the car brand and the local dealers, where each party looks at the other one to seek funding ! Yes, really it does come down to that, yet BOTH would win, if they placed the cars where the shoppers are.

When this happens, the shopper has the chance to be surprised, intrigued and has been given an opportunity to rethink about their pre conceived ideas of the Brand, and is then allowing themselves to consider a brand switch choice.

So it is GREAT to see this Pop Up shop in the Intu Shopping Centre, where a joint BMW/Mini zone is only open for a month until 12th September, with cars to touch and feel, as well as interactive zones to create your bespoke car, as well as some fun zones to keep the kids happy while you spend !

Finally !

Like all great things, we WILL get there in the end !