Increase Credibility: In-Person Customer Testimonials Hit the Spot at 2013 NY Auto Show

Last year, I wrote an article about what the auto show could teach us about trade show marketing. This year I had the honor of covering the show as a member of the press once again. I really enjoyed attending the show. All of the manufacturers had great presentations and unveils of their cars. Each company presented their vehicles with a great presentation.

However, Hyundai made one of the best presentations of the show. They dared to be different. Instead of the traditional press conference, where journalists sit, take in the information and ask questions post conference, Hyundai included a Q & A session right into the presentation. The conference was not a conference at all; it was a town hall. John Krafcik, CEO of Hyundai Motor America, used the opportunity to roll out Connected Care. This is a service that allows drivers to get help in case of emergencies. The service also updates owners on the health of their vehicle.

To back up their claims, they had customers provide in-person testimonials of how their lives were saved. One of their customers survived a head on collision thanks to the service. Unable to contact his family the service notified them of the customer’s condition. Now that’s a testimonial.

If you want to attend the auto show there is a few hours left.  Still not convinced? Check out my mobile uploads on Facebook.

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