Manufacturers put on exhibits at auto shows because they want to sell cars to adults, but sometimes they recognize another key attendee group: kids. Subjects of “My Super Sweet 16” aside, the kids don’t buy cars, of course, but they do have immediate value to the exhibitors for two reasons:
- Kids attend the auto show in droves ($7 tickets help) and drag adults with them. As in, adults who potentially buy cars
- Kids actually influence car purchases to a large degree
While a lot of brands offer kid-friendly exhibits (Jeep had Camp Jeep and other booths had video games), not as many have anything specific for the kids. Let’s look at one that did have something for the kids, Ford Trucks, and what they did well and not so well.
Good: Hands-on brand experience
My Research Assistants
Ford Trucks let kids 12 and under built snap-together models of their halo truck, the Raptor.