After a two-year hiatus due to the pandemic, Singapore’s biggest car show, Cars@Expo 2022 returned last month with a bang, attracting over 110,000 visitors and generating $91.7 million in sales of new and pre-owned cars, and car accessories.
Opportunities for exhibitors and visitors
Organised by SPH Media, the show saw a 15% increase in visitor numbers from the previous event in October 2019.
Held on 13-14 August at the Singapore Expo, it featured 36 participating brands, showcasing a wide range of new and pre-owned cars as well as auto accessories. This included car brands such as Skoda, Mercedes and Volkswagen.
On display in the exhibition halls were 150 new and pre-owned cars that were available for visitors to explore, with exhibitors offering exclusive discounts, attractive deals, and even freebies to potential customers.
More than $35,000 worth of freebies were also up for grabs daily, with the first 1,000 visitors each day entitled to a sure-win draw.
Live Outdoor Broadcasts from SPH Media’s radio stations Kiss 92 and One FM 91.3 heightened the atmosphere in the bustling event hall, while social media users could keep up with updated promotions and deals instantly on the event’s Facebook page.
Managing director of Performance Motors, Mr Arnt Bayer said, “Cars@Expo allows us a good opportunity to engage and interact with customers and brand enthusiasts. The visitors to the event also know that Performance Motors is sure to always bring fantastic offers to the show.”
Attracting an audience of buyers
The pre-event publicity campaign took a multi-channel approach, with print, SEM, social media, outdoor and radio used to generate awareness about the show and deals offered. Branding ads were also displayed at Singapore Expo during the event week, and KOLs such as Annette Lee, Xenia Tan and Xinde Yap were engaged to promote the show across different social media platforms.
These comprehensive marketing efforts led to the increased attendance this year, with first time visitors making up 70% of the overall turnout, and 92% of visitors expressing satisfaction with the event. The event also successfully reached an affluent audience of serious buyers despite the all-time high COE.
Ms Joanna Ho, Chief Commercial and Marketing Officer, SPH Media said, “We are very pleased with the success of Cars@Expo which drew a strong crowd, alongside with the good support given from exhibitors. Despite a record high COE, we managed to attract 15% more visitors compared to our last show in October 2019. With such encouraging results, we look forward to a bigger and better show in 2023.”
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