The show, held at London’s Excel centre, attracted 472,300 visitors -an increase from the 415,000 who visited the show two years ago – showing that it is not only the biggest consumer show in the U.K., but is also a major event in the International Motoring calendar.
Toyo Tires had a major presence at the show with a two-tier stand that covered 120 square metres. The company was the only tyre manufacturer at the show and had a prime location in one of the main halls.
There were three spectacular cars on the stand, one Mazda Rx7 TimeAttack race car, the famous ‘pink’ NISSAN 350Z EDC drift car and a 480 bhp Mitsubishi Evolution 10: the only one at the show.
In addition, four times every day Toyo presented their very own Roadshow with audience participation, fun, games, competitions and prizes galore. These prizes included Toyo tyres for life, the use of the new Mazda2 for a weekend and passenger rides in drag and race cars, plus lots more.
Toyo says that its reason for exhibiting at the British Motor Show was twofold, with the main reason being to widen the appeal of the Toyo brand. Based on an analysis of the data captured at the show, Toyo says it has become known to new consumer groups that previously had not have heard of the brand. Through careful planning and teamwork, Toyo was able to capture specific contact details for these people and now has the chance to develop a relationship with them further.
The second reason for being there was to further develop the relationship with existing consumer groups who are aware of the brand. For these people Toyo Tyres UK Ltd provided a brand experience that they will remember for a long time and this was the main reason for adopting a Roadshow approach. (Tyres & Accessories/Staffordshire, U.K.)
