NEW CAR BUYER/AUTO SHOW DEMOGRAPHICS*
Studies conducted by Savitz Research Solutions found that new car buyers in the North Texas Area (Dallas, Collin, and Rockwall counties) say attendance at the State Fair of Texas is a significant factor in subsequent vehicle purchasing decisions.
Among customers who purchased new cars, the survey indicates that 30% attended the State Fair of Texas Auto Show in the same year as the survey; 90% had been to the Fair in previous years. These numbers are a strong indicator that the State Fair is a great opportunity for long-term relationship marketing and product exposure.
Of those new car buyers who attended the State Fair Auto Show:
• Average Household Income: $95,250
• Gender: Male 49% – Female 51%
• Average Age: 44 years of age
• Marital Status: 76% married
• Education: 45% with graduate or post graduate degree. 80% with some college/associate degree
85% of the respondents agree the State Fair Auto Show is a convenient place to compare products without sales pressure.
95% of all respondents were aware of the Auto Show before they attended the State Fair.
*Savitz Research Solutions – Gauging the Influence of State Fair of Texas Auto Show on New Vehicle Purchases.
Marketing: The State Fair of Texas Auto Show functions on two levels. As an exposure venue, the Auto Show has no peer in its ability to put the product in front of the customer. As a sales venue, a big percentage of car purchases were preceded by a State Fair visit.
The Texas-Oklahoma football game will bring more than100,000 alumni and fans from both universities, many spending multiple days at the Fair. The Prairie View-Grambling football game brings an additional 60,000 alumni and fans into the park.
Another 50,000 come to see a Broadway Musical at the Music Hall.
Media Support: During September and October, the media spotlight shines on the State Fair of Texas. The 2012 Auto Show Press Day featured a few reveals and introductions of several new vehicles. Both major metropolitan dailies and over 20 radio stations focus their coverage on what’s happening at the Fair. The local network affiliates and independents regularly provide 12-15 hours of television news coverage. National media coverage has included ABC World News Tonight, Good Morning America, CBS Evening News, NBC Today Show, ESPN Game Day, ABC Monday Night Football, Southern Living, CNN, MSNBC, and the New York Times.