Are you looking to catch the undivided attention of new buyers for your luxury rims at an auto show? The best way to learn is from some of the industry leaders – companies like Asanti, Lexani, Savini, and Vossen. These are all companies that routinely sell their premium rims for $500 and up – and sometimes for as much as $2,500 per rim. Here are some of the marketing tips and tricks they use to get their rims noticed:
#1: Hire celebrity endorsers
Let’s start with Asanti, which has a major presence at all the leading industry shows. One thing that they do well is line up the celebrity endorsement – including the biggest names in the entertainment and sports world. Just head over to the AsantiWheels.com website, and you can check out their full gallery of celebrity photos and videos. Among some of the really big names you’ll recognize instantly are Morris Chestnut, The Game, Akon, Three 6 Mafia, Olympian swimmer Michael Phelps, NFL star Michael Crabtree, Paris Hilton and Fergie from the Black Eyed Peas. If the budget is tight to hire these celebrities to appear at any event – do the next best thing: Get them to make a YouTube video. That’s what Asanti did with Justin Bieber in a quick 30-second short called “Justin Bieber’s Murdered Out Cadillac on Asanti Wheels.”
#2: Host industry after parties
Lexani is another big name in the luxury rims world and they stop at no expense to associate their brand with the luxury lifestyle. At the Sema Show 2014, for example, they hosted the Lexani industry after party at Chateau LV in Las Vegas. And just to let you know how fabulous it was, they’ve posted clips to YouTube.
#3: Hire live music entertainment
Lexani also hosts famous entertainers, who take the stage. At Dub Show Tour 2015 in Los Angeles, the brand brought out some top musical talent, like Grammy Award-winning music producer Eric Bellinger and Grammy-nominated rap artist Schoolboy Q to create some excitement around the brand. If musicians are singing about their rims, you just know that people in the crowd are going to be fired up about buying those rims later at the auto show.
#4: Create the right display and packaging for the rims
OK, so you don’t have some extra marketing dollars to sign a Hollywood star or a Grammy Award-nominated artist. You can still attract a luxury halo for your brand by creating an amazing display and packaging for your rims. Make your booth the go-to booth for an incredible assortment of colors, shapes, and sizes.
And, if all else fails, there’s still one marketing tactic that works no matter the size of the show, or how well your brand is known: hire the most beautiful girls possible to be “booth babes.” All the high-end rim brands – even the ones with plenty of celebrity credibility – do this. They have pages of YouTube videos celebrating their “booth babes” dressed in swimsuits, sexy dresses, and impossibly high heels. If you want a potential customer to come over to check out your rims, that might be the one marketing tactic that works no matter where in the world you are.