Driving Attendance to an Exclusive Customer Event
vAuto leads the industry in data-driven inventory management software for new and used car dealers nationwide. But the market is always evolving. In response, vAuto founder and industry icon Dale Pollak hosts a biannual gathering of elite dealers at an exclusive conference in Chicago — Access: Innovation — to chart ways forward in protecting margins, finding new efficiencies and maximizing profits.
Access: Innovation 2023 — Applied Intelligence
MX sat down with Dale and vAuto’s leadership team to work out an attendance-driving theme for the event. The evolving predictive analytics of the vAuto flagship product, ProfitTime® GPS, suggested a direction involving data science, but more accessible to dealers than the puzzling notion of “Artificial Intelligence.” Client and agency agreed “Applied Intelligence” would be the story to be told.
Small Shift. Big Opportunity.
The thought was to make a seemingly small shift in the meaning of AI, artificial intelligence, that would have a big impact on how data science, AI — Applied Intelligence, is perceived by the audience. The Applied Intelligence campaign demystified the technology and helped dealers embrace the potential of vAuto’s software and services.
Before, During and After the Event
The campaign began rolling out months in advance of the event with a tone as premium, exclusive and welcoming as the event itself. Nods to technology, the auto industry and the host city of Chicago were brought to life in the direct mail invitation, welcome materials, event signage, motion graphics, presentation design, educational materials and website design.
A Profitable Experience for All
The Applied Intelligence campaign exceeded expectations. The event sold out, with word-of-mouth cementing the biannual Access: Innovation conferences as the premier must-attend event in the dealership industry.
vAuto donated 100% of the registration fee to JDRF, formerly Juvenile Diabetes Research Foundation. Access: Innovation not only helped dealers bond and lead their businesses forward, it also raised significant funds for JDRF.
