WE’RE paying a final visit to 2012’s Goodwood Festival of Speed today.
Although the event took place a couple of weeks ago now, dealers might still be feeling the benefits of Nissan’s presence at the event.
That’s because the team at Goodwood worked hard to spread the message of innovation and excitement that are the hallmarks of Nissan in the UK.
We chatted to Nissan GB Events Manager Caroline Earley who explained why the festival is so important to the company.
Could you begin by explaining the significance of the Goodwood Festival of Speed please?
The festival is the biggest event in our calendar. It is the largest motorsport activation in the UK and more than 20 manufacturers attend. The footfall has grown year on year with the 2012 figures being 185,000 attendees.
We take a stand that showcases innovation and excitement, one that’s very different from other manufacturers – one that shows that we’re bold, smart and accessible.
Not only do we display product but we also halo our innovations and develop interactive platforms to excite and engage customers, such as the Juke ‘Built to Thrill’ simulator.
What was the most popular element on Nissan’s stand?
This year’s stand was buzzing with activity from the final of the GT Academy wildcard competition to the Juke R and Deltawing Virtual Garage Tour.
We also had technology that enabled visitors to like and share their experiences live on their Facebook profile.
However, the highlight was the Juke Built to Thrill 3D virtual wingsuit experience. Just like the TV ad, we encouraged guests to jump from the plane and collect Juke car parts on the way to build their very own Juke. A world first!
The stand was consistently busy and full of surprised and delighted visitors.
How do you measure the success of taking part in an event such as the Festival of Speed?
As a business we set KPI targets in measureable terms such as brochure and test drive requests as well as social media interactions and stand footfall.
However we also monitor qualitative feedback from customers, dealers and internal staff alike.
As one of our biggest brand communication platforms, the impression we leave with all stakeholders is crucial to driving brand opinion.
I’m pleased to report that we smashed last year’s figures and the feedback we have had has been fantastic!
Is there anything Nissan dealers can take from the company’s involvement at the festival?
Absolutely – events are one of the biggest consumer touchpoints so it is imperative we deliver the brand message consistently in an innovative and exciting way.
I encourage dealers to use the NMS events portal and NMS marketing teams who work very closely with us on the development of our national campaigns to ensure the innovation and excitement message is consistent all the way through the line.