vAuto NADA Marketing Program Drives Major Lead, Sales Increases

Challenge

The National Automobile Dealers Association (NADA) Convention and Expo is the automotive industry’s most important event. Automobile dealers don’t just come to the show to learn about new products; they come ready to purchase. As a leading provider of software solutions for auto dealers, vAuto needed to have an impactful presence at the show.

Recently at NADA, vAuto introduced Conquest, a major new product. vAuto’s flagship product, Provision, manages used car inventories, but Conquest was vAuto’s entry into the new car space. The product allows car dealers to completely change their approach to managing their new car inventories, addressing a long-standing industry issue.

The challenge was to create a high-impact launch around the show in a way that connected the history of vAuto’s brand to their new Conquest product line.

For the trade show booth, we developed a 40′ x 80′ booth with two sides: One focused on the Provision product, one on Conquest. The two sides were divided by a large and dominant “V,” a reference to the vAuto name. A distinct color palette was used for each side, both connecting back to vAuto’s core brand identity.

Strategy

We focused on generating excitement about the revolutionary change that Conquest brings to the new car market. In the months leading up to the convention, we designed a multi-channel promotional campaign that positioned Conquest as a fundamental change in how auto dealers do business.

The campaign included:

• Print and banner ads
• Promotion on the vAuto website, including an interstitial and multiple banner promotions
• Conference sponsorship and show program advertising
• A branding video
• A product brochure

Impact

The launch of Conquest at the NADA Convention was a major success. The numbers speak for themselves:

• Lead goal was exceeded by more than 150%
• Sales goal was exceeded by more than 200%

Conquest sales momentum continued after the show, with more than 30% of leads turning into sales. We are proud to help vAuto tell its story as it continues to revolutionize the auto industry.

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