Car Roadshow Maserati Summer Tour 2015
Auto Roadshow Maserati Summertour 2015 – höchstmass has adapted the successful concept of the Maserati Welcome Winter Tour to the summer months. The car presentation tour stopped not only at the most beautiful holiday resorts on the North and Baltic Seas, but also at Lake Constance and Lake Wörthersee in Austria. The interested parties were able to convince themselves of the quality and driving characteristics of the Maserati product range before making a purchase decision. The agency höchstmass had again the honour and pleasure to take care of the event management for the client.
Solid planning for a successful tour
The agency was happy to take over not only the search for suitable locations, but also the exploratory talks with potential partners up to the handover of the data after the event. To evaluate suitable locations for the auto roadshow, hundreds of data on German holiday behaviour were analysed in order to precisely localise and address the brand’s target group. In addition to planning the elaborate logistics for the noble vehicles, the preparatory work also included branding at the action location and training the brand ambassadors. Our experienced communication trainers internalized the brand values in an intensive training course lasting several days. This measure also included a detailed introduction to the product data and a comprehensive brand behavior part. The result was a very successful car roadshow that exceeded all customer expectations.
High target achievement through precise processes
The main goal of the Automoil presentation tour was to generate qualified and high-grade new leads in order to make them available to the local trade. The höchstmass trained staff showed a particularly good sense of what is required and laid the cornerstone for increasing the sales of the brand. The five-step lead qualification system learned during the training was perfectly implemented by the brand ambassadors. This significantly simplified the subsequent follow-up by Maserati representatives, which had a positive impact on sales figures. The planning and implementation of the agency was also characterised by a particularly low cpl (cost-per-lead) factor in the summer.