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Despite 'Age of the Internet,' Face-to-Face Events Still Key For Top Auto Brands

5 January 2000

Despite 'Age of the Internet,' Face-to-Face Events Still Key For Top Auto Brands, Says George P. Johnson Company

              Global Exhibit/Event Marketing Firm Partners with
                 Automakers at NAIAS to Build Brand Awareness

    AUBURN HILLS, Mich., Jan. 4 -- At a time when the Internet is
grabbing all of the headlines, auto companies and most other international
marketers are still putting their money where the people are -- in
exhibitions, events and trade shows.
    In fact, face-to-face marketing reportedly has grown faster than any other
medium over the past three years, other than the Web.  And as Detroit's Cobo
Hall prepares to open its doors for what promises to be the largest ever North
American International Auto Show (NAIAS), one locally based exhibit and event
marketing firm will witness a year's worth of work come to life.
    A quiet giant, George P. Johnson Company (GPJ) has worked on over half of
the exhibits set for display at the NAIAS, which officially is open to the
public Jan. 15-23.  And with the overall investment in the NAIAS at record
levels, automakers appear to be competing harder than ever before to create
unique experiences and environments that attract attention and help create
loyal customers.
    "The scope of the North American International Auto Show transcends the
simple construction of eye-catching exhibits," said Robert Vallee Jr., GPJ
chief executive officer.  "Nowhere else can automakers touch customers like
this.  The whole customer experience must be seamless and include corporate
advertising, collateral, direct mail, Web sites, and tradeshows.  Consistency
is the key."
    Like the NAIAS, GPJ expanded dramatically in the 1990s.  With some 750
employees, GPJ boasts a list of global clients at Detroit's auto show that
includes Audi, Cadillac, Chrysler/Plymouth/Jeep, Honda/Acura, Nissan/Infiniti,
Saab, Saturn, Subaru and Toyota/Lexus.  The organization also serves clients
in other industries, including consumer electronics, entertainment,
information technology, aerospace and healthcare.
    According to Vallee, clients are seeking a more consultative approach to
corporate exhibits and events to increase brand awareness and test new ideas
in the marketplace.  "For instance, visitors to this year's show will witness
a range of new concepts and an exciting brand experience at the Chrysler, Jeep
and Dodge exhibits," he said.  "And companies like Toyota and General Motors
are using their exhibit space to dramatically present a new future for their
brands through concept cars."
    Vallee added more emphasis on brand awareness, loyalty and measurable
results will be placed on the NAIAS and other trade shows in the future.
"Increasingly, our customers are interested in creating an overall event
experience that not only is conceived and executed creatively, but also
delivers measurable results."
    Established in 1914, GPJ was instrumental in launching the first auto
shows in the U.S.  The organization is now a leading provider of global event
marketing solutions, helping clients forge better customer relationships
through strategic marketing integration; creative brand communication; dynamic
experiences, events and exhibits.  Based in Auburn Hills, Mich., GPJ has
additional full-scale production facilities in Torrance, Calif., and
Stuttgart, Germany, as well as marketing offices in Boston, San Jose, Seattle,
Brussels, London and Tokyo.