Glorious Goodwood proves events can still pack a PR punch

I’ve just come back from a frantic but fun-filled few days representing a client at the Goodwood Festival of Speed.

The event’s an automotive utopia with everything from the most powerful hypercars to the latest family hatchbacks drawing hundreds of thousands to the Sussex countryside.

Part motor show and part celebration of all things two and four-wheeled, this year’s event did not disappoint, with so many motoring treats to delight and amaze.

But what amazed me most was the amount of business being done.

It turns out that Goodwood is not just the place to be seen. It’s also the place where brands can win customers and do deals.

I was there with the new brand LEPAS, which has appointed Nobull to manage its UK PR and communications.

LEPAS was making its public debut at the festival and showcasing its first model, the L8 premium SUV.

Over the course of four days, more than 120,000 people visited the LEPAS area in the first glance paddock, with more than 14,000 taking time to sit inside the car and explore its many features.

Hundreds registered their details to take test drives through their local dealer when available, creating valuable sales leads.

Best of all though, 14 customers actually ordered the car and put their deposits down, without even having the chance to drive the car.

If you listen to the hype, you could be forgiven for thinking the majority of cars are sold online these days.

In fact, figures show that fewer than 10% of new car sales are completed entirely online, often without the customer driving the car.

And what Goodwood proved to me is that good old fashioned customer engagement still has a very important role to play in the sales mix.

Sure, online may reach more eyeballs but still, nothing beats events like this for building awareness, genuine connection and enthusiasm.

Being there in person, we were able to create a positive first impression in a way no advertising or online marketing ever could.

Another added benefit was the instant feedback. We didn’t have to wait on some agency or another producing an engagement report. We were there among the customers, chatting to them, seeing their first reactions and hearing their comments direct.

So, in conclusion, if your brand has a story to tell or a product to sell, don’t be persuaded to leap straight into digital. Physical events like Goodwood could still be your best bet.

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