Visitor Journey optimisation at fairs in the Automotive industry
Start - Our work - Visitor Journey optimisation at fairs in the Automotive industry
Our customer in the automotive industry had a clear mission: to position itself as a sustainable manufacturer that has all alternative vehicle drives in series production. Participating in the Geneva Motor Show played a central role in this mission. For this purpose, our client developed a trade fair concept that guided visitors through the variety of drive systems as if in an adventure course. The touchpoints were designed to enable visitors to experience the respective characteristics and advantages of each technology. The key question was to what extent this concept actually had an effect on brand positioning and what could be improved in the future when designing the individual touchpoints.
Target group survey with focus on the Visitor Journey
Visitor Journeys aim to optimise the visitor experience in a targeted manner. Their effect can be measured by the behavior, knowledge, opinions and attitudes of the target groups. Therefore insidery relied on the implementation of a target group survey – live on site – to answer these questions. This allows the gathering of direct feedback where the impressions are still fresh and unaltered. An additional advantage is the anonymity of face-to-face surveys, which makes any discussion of the DSGVO/GDPR-related topics obsolete.
The topics of the survey focused on the effectiveness of the Visitor Journey: Among other things, behaviour such as the visit to touchpoints, conversations with brand representatives, quality of the experience,information transfer and brand image were surveyed – also with regards to the core competition. This enabled insidery to analyze both the effect of the tradeshow concept on the positioning overall as well as the contribution of the individual touchpoints to identify optimisation potential by considering industry benchmarks and best practices.
The project enabled our client to critically review the visitor journey from the perspective of its target groups. They now have a clear picture of the strengths and weaknesses of the concept and can prove what contribution the tradeshow participation could make to the brand positioning. They also know how to communicate messages even more effectively. These insights help to further develop trade fair concepts in an even more target group-oriented way.