As Manheim prepared for the 2010 NADA Convention, they faced predictions of low dealer traffic and booth interaction. This campaign changed that.
As Manheim prepared for the 2010 NADA Convention, they faced predictions of low dealer traffic:
The venue was Orlando, traditionally less appealing than locations like Las Vegas.
2009 had been one of the roughest years the automotive industry had ever seen.
It was Valentine’s weekend.
Traditional trinkets would not be enough; Manheim needed to create intrigue and excitement that drove booth traffic and facilitated richer, business-oriented conversations.
Design a booth that blended entertainment and information, creating a low-pressure environment where dealers would feel comfortable hanging out and be receptive to deeper conversations with Manheim representatives.
“Boy, did this work! Dealers spent more time talking to our
sales staff and executive team than ever before.”
VP of Marketing & Communications