Commissioned by the AEA, the survey collected responses from nearly 20,000 auto show attendees across 27 events during the 2024–2025 season. Our team at P+ Insights handled the data collection and analysis, ensuring the voice of the consumer was captured clearly and accurately.

Here’s what the data tells us:

• 78% of attendees said the auto show influenced their purchase decision
• 80% of those planning to buy within 3 months said the show was a key factor in that decision
• 50% of all attendees changed their vehicle consideration list after the show
• 25% ranked auto shows as more influential than any other medium
• And 90% noticed when a brand was missing—a major reminder that absence can mean missed opportunity

“Auto shows are one of the most powerful tools in the car-buying journey,” said AEA Chairman Kevin Mazzucola. “With 80% of near-term buyers saying the show influenced their purchase, the data makes it clear that auto shows don’t just showcase vehicles—they drive real consumer action.”

At Productions Plus, we’ve long believed in the power of live events to shape behavior and move markets. Through P+ Insights, we back that belief with quantitative data, consumer surveys, and real-time insights that empower our partners to make informed decisions.

We’re excited to share this success and celebrate the contributions of our incredible research team. This release reinforces the impact of our work—not just behind the scenes, but at the very center of the industry’s biggest stages.

📢 Want to see the full survey results?
Check out our LinkedIn post and the official press release. Don’t forget to like, comment, and share to help spread the word.

The post P+ Insights Helps Prove Auto Shows Still Drive the Car-Buying Journey appeared first on Productions Plus.

Productions Plus Research worked with Farbman Group to explore concerns and comfort levels for re-entering corporate buildings following the Covid-19 pandemic. Check out the infographic to see how businesses are responding.

In addition to our work with Farbman Group, we’ve conducted various Covid-19 related research over the past six months.  We have explored new habits in quarantine, comfort levels returning to group activities, outlooks on attending and working large events, and returning to school.  We’ve also examined what language resonates with consumers to assure them protocols for their safety are in place.

Interested in hearing more? Contact us at research@productions-plus.com, we’d love to connect further!

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1. ROI is now “ROE,” or Return on Experience

Brands are becoming less focused on specific dollars generated by an event, but more about how the overall experience made an attendee feel. Tradeshows are now expected to evoke an emotional connection to consumers, and the goal is always to surprise and delight the crowd. “Consumerization” was also discussed, which is a refocus on the individual, instead of groups of consumers. While a significant 68% of B2B brands see consumerization as an important trend, an even higher percentage of attendees (77%) feel consumerization is important. This trend speaks to agencies like Productions Plus, as we train and coach our talent in the unique importance of the one-to-one consumer engagement at events and shows. Staffing an event with the right “face of your brand” has become more important than ever before, and this “messenger” must be able to relate to the experienced and individualized consumer.

2. Metrics

There has been an increasing amount of focus on the need for metrics and usable KPI’s in the event space. As consumers are more leery of giving their personal information, clients are in need of more than just the basic hand raiser and lead generation data. Now brands are looking for ways to track consumer dwell time, brand interactions, changes in brand sentiment, and more. Productions Plus has taken steps to help our clients with this by creating our patent-pending Consumer Engagement Tracker. This allows our trained event staff to quantify each and every consumer interaction in a variety of ways, such as: ownership/loyalty, position and change in the purchase funnel, product of interest, and more. This data is gathered without the need for any personal consumer data and helps our clients tell a more complete story about the impact of their experiential activations.

3. Event Technology

The word is simple and ubiquitous, but the needs are ever-changing. The fact is that technology is key, and phones are life. Event staff often spends more time giving directions and helping confused attendees than they do communicating key company messaging. Time is spent communicating event instructions, versus engaging with consumers and attendees on the brands and the booths they’re meant to see. While many events now have a mobile app, many are hastily conceived and clunky to operate. Attendees also now prefer text message-based communications versus email announcements. If people only have a few minutes to get from one event to the keynote speech, they need immediate communication. To that end, Productions Plus has adjusted our own best practices to ensure our Talent are tech savvy and able to troubleshoot along with attendees. As event technology trends change, so must every aspect of the event marketing world, including staffing.

4. Group Activities

When attendees want to engage on their own terms, a simple wine mixer won’t do… though it seems people still like wine! We’re seeing event trends that include professional matchmaking technology, group fitness activities, and more elevated food and wine portions of the larger event. Attendees want to decide what they eat, where they sit, and when they interact, instead of being corralled into a set schedule. Nothing is out of the box anymore. The more creative one can make their own experience; the more likely attendees are to return and simultaneously share their experiences with colleagues and online communities.

5. Instant engagement is expected

There will always be time for a keynote speech, or larger business meeting, but attendees are now expecting shareable moments with personalized content. Micro trends include unexpected greenscreens, facial recognition, virtual reality, and photos on food and lattes. If you decide to invest in these engagements, make sure the staff at your booth is outgoing and engaging. The brightest engagement needs the right staff member to bring it to life, and oftentimes, attendees won’t engage unless specifically invited. Proactive, not reactive, and outgoing each time. Our event staff are experts at this, and reading the room to tailor their level of engagement to the specific person.

6. Event Duration

Two days is becoming the preferred time frame for events, and due to busy schedules, this keeps things on pace to accomplish a lot in a short time. This is usually broken up into a first day afternoon start, followed by a quick networking introduction or mixer, a very full second day, and a final morning before the event ends. This trend allows people to travel and work off-site more efficiently, while also allowing some freedom to explore the city they are visiting. Activities get planned accordingly, and it’s of much importance to keep things timed to maximize the schedule.

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