2004 Detroit Auto Show: Auto Industry's Premier Event Marketer Shares Auto Show Stories

THE INSIDE TRACK ON 2004 NAIAS EXHIBITS

Spokesperson: Robert Albitz, IDSA, senior vice president for worldwide creative

Using new technologies, materials and exhibitry, global automotive manufacturers seek to immerse consumers in a brand experience. Driving these event experiences is 90-year-old event marketing agency, The George P. Johnson Company (GPJ).

GPJ's Robert Albitz is a resource that can explain what automakers intend for this year's NAIAS, as well as what attendees will experience as they journey throughout the 700,000 square feet of exhibit space at Detroit's Cobo Center.

In addition to the trends and themes at this year's show, Albitz can discuss the new and enhanced exhibits from OEMs at the 2004 NAIAS.

NEW TECHNOLOGIES ENHANCE BRAND EXPERIENCES

Spokesperson: Robert Albitz, IDSA, senior vice president for worldwide creative

  Technology features of note at this year's show include:
  *  Debut of a state-of-the-art 3-D plasma display for Cadillac

* Jeep waterfall with computer-controlled messaging (nearly 7,000 nozzles)

* Larger LED displays and non-traditional applications used to bring products to life

* Interactive kiosks that allow consumers to download the latest in product information

Other technology trends in which Albitz can comment include:

* Convergence of technologies: The most successful exhibits will be those that use interactive communication tools to provide attendees with engaging educational experiences, according to Albitz

* Digital media as an art form: Automakers are experimenting with new digital media, pushing the edge of content and technology, and bringing exhibits to life by amplifying messages beyond what the cars themselves can accomplish.

  AUTO SHOWS OF INCREASING IMPORTANCE
  IN AUTOMOTIVE MARKETING MIX
  Spokesperson: Robert G. Vallee Jr., chief executive officer

OEMs truly understand that auto shows have the power to accelerate the purchase process without the pressure of the dealer experience by engaging consumers in new ways with effective face-to-face communication and unique brand experiences.

According to the research from GPJ and MPI (Meeting Planners International Foundation), automakers believe auto shows provide an excellent return on investment, roughly equal to advertising in the marketing mix. Event marketing has arrived as a mainstream, above-the-line marketing discipline. The report also notes promotional events continue to be one of automakers' key investments in 2004 and beyond.

Automakers rely on this type of research to better understand the value of event marketing, determine where their budgets are best spent and how events are used to further relationships with current and future customers.

About The George P. Johnson Company (www.gpjco.com )

Established in 1914, GPJ is a leading provider of global event marketing solutions, helping clients forge better customer relationships through strategic marketing integration, and creative brand experiences, events and exhibits. GPJ has full-scale production facilities in Auburn Hills, Mich.; Torrance, Calif.; Stuttgart, Germany and Sydney, Australia as well as creative, sales and marketing offices in Boston, San Jose, San Francisco and international operations in London, Tokyo, Beijing, Singapore, and Bangalore, India.