There were a lot of tired-looking attendees dragging themselves around the trade show floor, and weary exhibitors staffing their booths on the last day of the 2015 NADA Convention & Expo in San Francisco, Calif.
Partly because the attendees were worn out from logging so many miles touring the trade show floor that spanned across four exhibition halls and featured more than 500 companies. But many attendees and exhibitors were also a bit sluggish because they were recovering from attending some of the parties and social events that are a big part of the culture of NADA.
From fine dining, exclusive access to private clubs and invitation-only parties at some of the city’s hottest nightspots, dealers and their spouses and families fully enjoyed the hospitality offered to them.
Many of the events are hosted by suppliers, who are more than happy to spend money to attract some of their loyal customers to spend some quality time away from the dealership and away from the show floor.
Many of the dealers and suppliers that Canadian auto dealer talked with said it’s those social connections, sharing a beer or a steak, and the conversations in those settings that often leads to deepened relationships and even lasting friendships. The business that is done away from the show floor is as important as anything that happens inside the convention halls and show room floor, they say.
These social outings also give dealership teams a chance to socialize together away from the pressures of their dealership, and provide a chance to share ideas, meet suppliers and get to know one another better.
One of the most talked about events at NADA 2015 was the sold-out Dealertrack party at ATT&T Park, home to the World Series San Francisco Giants. An estimated 5,000 people attended the event that saw the stadium converted into a giant carnival and rock concert blended together.
The musical entertainment was provided by the soulful Allman Brothers, and attendees rocked it out drinking beer and munching on fajitas or ballpark hot dogs or pretzels in the outfield grass where baseball legends such as Barry Bonds once roamed.
The sold-out Dealertrack party at ATT&T Park
Dealers and others who attended were still buzzing about the event the next day, recounting their stories of being able to visit the dugouts, the batting cages and tour the impressive facility. Of course, attendees were also treated to complimentary food and beverages located throughout the ballpark. The field was also converted into a giant midway with a Ferris Wheel and midway games offering Dealertrack branded giveaways.
Of course, the partying and socializing at NADA can dampen early morning attendance, and one dealer we met with said a colleague was “missing in action” for a morning meeting after some late night reveling, but it’s all part of the NADA experience.
Suppliers spend months and countless dollars building their booths and planning their NADA marketing and customer strategies, all aimed at capturing the attention of a dealer passerby or making a fresh contact, or deepening an existing one.
At the trade show, dealers are provide colour-coded badges labeled “Dealer” and exhibitors are quick to scan badges and spot them in the crowd. The exhibitors try everything under the sun from hot cars, to expensive giveaways, with games and gimmicks, food and drinks, talking robots, mascots, spinning wheels and money machines to gather attention.
And why not? Dealers are used to relying on marketing and promotional tactics themselves to boost sales.
Some dealers say they also tour the show floor and actively shop suppliers and use their leverage to squeeze price concessions during the show.
For a first time attendee, NADA can be an overwhelming few days of learning, information overload, meeting people and managing lots of activity and all on very little sleep.
Now that the 2015 NADA event is over, dealership staff, suppliers, and media covering the event, can all head back to implement the learning, and prepare follow up plans for what transpired. And they can all catch up on their sleep. That is, until the next NADA event in 2016 in Las Vegas, Nev. Canadian auto dealer will see you there.
