The_Ghost

Hi there guys, new to the forum but not at all new to the auto enthusiast community.

I know this is a bit of a stretch, but I really need some feedback from the Scion community.
While I know a lot, I'm not going to pretend I know everything about what the Scion enthusiast community is about.

I'm working (at the corporate level) with Toyota Corporate to get the word out about the Tc-- you know, increase awareness of the car?

We all know the Tc is an awesome car (and particularly awesome drift platform)

but hey, Toyota corporate is considering arranging some kind of localized ride-n-drive events (similar to Mazda's Zoom-Zoom live or Rev it Up if anybody was there)

What would you guys like to see at a Tc event?

What drove you to the Tc, what do you think it's about? What precisely, is the image of the Tc? Is it a sportscar? Is it a cruiser? You tell me.

Anyways I know all of us hate having annoying salespeople around but having a few guys around that actually *know* the car is pretty helpful when we have questions.

What would make you *want* to show up at a dealer-sponsored ride-n-drive event?
I need your feedback to make this happen. This isn't some idiot's pipedream here, I am asking you guys seriously, what would make you want to show up?

What I had in mind was:

A short autocross-type course to show off how well the TC handles, accelerates and brakes.
I was also thinking of having both the supercharged and the NA versions available to test drive. We talked about having customer cars out on the course but I think insurance may be an issue on that, so it'll just be cars as you can get em from the dealer at the moment.

Other features:
A lineup of Scion genuine accessories (not only on display but available for purchase at the event) maybe even with special event pricing--,
Representation by primary aftermarket vendors (maybe smaller aftermarket vendors if Toyota will swing it).

2nd focus:
Tc-focused car-show at the event, in the parking lot.

I was thinking trophies, free entry and maybe some other kind of prize for best performance mods and best sound system, Fan Favorite and then of course, the overall winner. This will focus mainly on the Tc but won't exclude other Scion models.
I was also thinking early registrants would receive 5-VIP passses for themselves and guests (like food/swag vouchers)

For goodies, I was thinking some basic BBQ and sodas would be in order, like Hot dogs and burgers, and 12oz can sodas.

For swag, we're talking about t-shirts (likely event specific), iron ons (like Scion gave out at LA auto show years ago) and key chains.

This will be a regional effort and quite a few of these would be hosted around the country.

I do of course, need your feedback.

What do and don't you like about what I have there?
Do you have any better suggestions? Please be realistic, though. I have to come up with a proposal in a few days and I'd rather the actual community had something to say about it rather than a bunch of old white guys trying to imagine what you might like.

The idea here is to get the word out about the 09 Tc.

What would make you (and your friends) show up?

I know I'd certainly like the TC to stick around for a while, so let's make it happen.

Best,
Nick
aka
the_ghost

TylerC08

Food. Like a lot.
*tC*

The_Ghost

What kind, Hot Dogs or Hamburgers? I figured food might be a good one, but I am not sure whether most dealers would have the funds to do both a free hat/shirt or food.

So, we should use food over shirts/hats, yea?

AnyMeans

Here are my $.02~

I definitely agree that there should be some modified tC's to drive as well. Autocross coaches to ride along in the car might be a good learning experience, plus the cars might stay on the track better. This would get more of the guys that already have a tC there I think.

As we all know, so much loyalty to the tC name comes from the customizing we can do whith the car on an average budget. Let people know that they can choose the tC, and it CAN be as fast as a Civic Si.

Maybe a base model, mildly modified (suspension, exhaust, intake), a wildly modified (supercharger/turbo, header, suspension, exhaust, intake), and of course the drift spec tC for the rest of us to test drive! j/k I think that would be good to show the potential of the tC as a sports car to new buyers, and would also help sell some more aftermarket items to those of us that already believe in the tC as a sport car.

Oh, and free stuff does it for a lot of people too. I'd go just to get a new key chain since I lost mine. Food would make it a real nice event to go to for everyone also.

I also think it would be cool if the Drift tC could make an appearance and strut its stuff.

Otherwise it sounds good to me.

AnyMeans

I'd go with one of each, like shirt and hot dog. No offense, but your hats don't fit my head well. Otherwise, I think shirts would be more "Scion" and then just sell fairly priced food.

The_Ghost

Hm, the idea here is to bring everybody in, and what we're trying to organize is something that virtually any dealer would be able to do;

I'm trying my best to use my influence to gear it positively for the community.

Good lookin' out about the keychains, I remember when I got one back when Scion was still launching at the LA Auto show in like 2003... crazy stuff.

I am pretty sure there is not enough of the RSR drift car to go around. I did talk about maybe having a customer-owned car available to autocross but I think insurance may pose an issue to that, hence why I'd probably be limited to getting a TRD-spec'd out Tc and a normal Tc to run for most dealers.

Food's definitely in the picture, so long as hot dogs-n-hamburgers are cool.

T-shirts are pretty cheap and easy to produce whereas hats might prove more expensive.

I'll see if I can maybe swing t-shirts and/or keychains and at the very least get some more of those neat iron ons... Am I the only one who liked the DNxA iron ons from way back when? ;)

Anyhow please, keep the input coming.

Best,
Nick

Avedis

Yeah, I'm an either or for this. I would like a shirt, hat, keychain, or something else, simply because it would be unique and one-of-a-kind. (at least from every event and car show I've gone to, the free accessory/clothing item has been unique).

Food would be nice, but yes it does have a cost, so there must be some sort of cutback with it. But please, no chips and granola bars.

Having aftermarket and performance items available to see and/or purchase would also be a plus.

The last thing I would really like to see from an event like this are employees that:
1). know what they're doing, 2.) know about the car, and 3.) care
-I went to an event sponsored by Dodge, and the employees were just sitting around and it felt weird to walk around and go to the different booths.

The_Ghost

See, that's exactly what I said; the people who are at these events (on the dealer side), or rather the 'scion specialist' needs to know what they're talking about. At the LA auto show last year I nailed the Scion Xb booth guy because he didn't believe me that the current Xb is actually a Corolla Rumion.. totally killed that guy's credability for me. I'm like, dude, you're repping the brand, you should at least know the product... you know?

Yes, employees that give a damn is pretty important but at the same time I don't want Johnny Slicktie car salesman frightening people away, you know?


Thanks to everyone for the input thus far, you guys have hit the nail exactly on the head here; hopefully this'll help get some *good* events onto the calendar

EDDIEA123

iTrader: (5)

Looks like what you have listed is preety good. As for food hotdogs and hamburgers are always good since they can be done quickly(well not the burgers) and they arnt that expencive. What ever the event the Scion community will try to make it a success on our part.

Avedis

I understand that comletely. Whenever I've set foot on a dealership, the salesmen "attack" me like junkyard dogs and swarm me like sharks at the taste of blood. You aren't trying to make sales at the show, right? you just want to "expose" the car. So talk to the salesmen/specialist and tell them to keep their distance and only speak informatively. I hate feeling pressured to buy something

nauticac

Nick, you're at TMS? I may have met you last year. Kathleen Kishi-Philips gave me a tour of the Scion building and I remember her introducing me to some of the staff at the time.

AnyMeans

Maybe you could give "I <3 my tC" or whatever, t-shirts to those that show up with a tC and agree to answer questions. That way when they walk around, people could stop them and get an owner's perspective from them. Because not every dealership is going to have a real "expert" on the tC, and then atleast people would get as much of an informed and tC biased point of view.

AnyMeans

I can feel ya on that since I've been part of buying 5 cars over the past 3 years. I think Toyota could put a real positive spin on selling at the event if they had some real good promotions with a low pressure environment. The "goal" IS to sell more tC's right? I think selling still has to be a part of it from a corporate standpoint. They have to have some reason to spend the money on this, or is it all 100% private dealership funded?

The_Ghost

Nope nope, I am not at Toyota, I'm actually with an outside vendor attempting to put a proposal for this together, I work at Long Beach Airport in the complex here. I'm not sure whether or not I can say exactly who I work for but it's not TMS, and I don't directly work for Toyota, but I *do* get to talk to and make a good presentation to Toyota's high level executives, which is why good feedback is critical to ensure that the auto enthusiast community doesn't get something that sucks if I have anything to do with it.

We have a good working relationship with Toyota but this is the first project where I've been given a lot of say...

I am *sure* none of the other vendors are addressing the enthusiast in any real way other than assuming they know what enthusiasts want based on some silly focus group.

While the ultimate goal here *is* to sell more Tc's, sales shouldn't be made at the event. Unless you were like, so enthralled you had to drive home with one that minute o_O

But the main idea behind this (or at least what toyota is aiming for) is exposure and awareness.
This is probably going to be a template for setting up events around the country through various dealerships.

I've already put in the proposal:
no aggressive salespeople on site.
Event should probably be held off-the-dealer-lot.
Scion Champion (brand expert) should be *very* well versed on the Tc
Authenticity is critical, everyone at the event should be enthusiastic about the product and *talkative*.

I'm trying to put together an event *I* would personally go to, as an auto enthusiast, while keeping in mind what most dealers are and are not capable of.

Oh! I forgot to ask:
TIME OF DAY.

I was really thinking an evening or weekend event would be ideal, most likely a saturday afternoon event or a friday night event. When I used to set up the SoCalZ.org meets in Fountain Valley, we always met in the evening so everyone could come.

In the evening most people (in our age group) are off work or out of class.

What's a good time of day to host something like this for you guys?

EDDIEA123

iTrader: (5)

Defenetly weekends and alot of people love the night time events(2-9 or 10)

Avedis

I think that giving out shirts to owners that are willing to answer questions is a good idea, but getting people to comply will be a gamble. There will most likely be someone that will say "sure i'll answer questions." and then he will just take the shirt and walk away.

I specifically said that the goal is not to sell cars "at the show", and then asked for confirmation, I never meant that to be interpreted as a negative towards future sales.

As for time, midday or night would be good. Either way, there should be some sort of music or entertainment. If it is at night, you should have lighting effects, possibly doubling the event as a 'party'?

I also had another idea. What if you had some trivia games and the winner could get a free prize of some sort, or maybe even an auto x competition for the fastest lap, and the winner would get a prize too, maybe store credit for something.

beedee

I think this is a great idea, and a great way to build some hype, and to let people get behind the wheel of the tC to see what it really can do. An auto-x would be a hit imho. Food/drink is always nice, and I do like the idea of the t-shirts to those who are willing to PARTICIPATE in discussing the tC with the representatives there. Perhaps sending out an email and a confirmation process of some sort to ensure people are serious about partaking in this event.

I for one would love to drive a s/c tC to get a feel for it. It is alot of money to drop for a product with minimum hp gains (relatively speaking). Having the opportunity to drive one would be of great benefit to those who are considering dropping the near $3k on it. Of course if you (we) have friends with a s/c tC who wouldnt mind letting us drive theirs, that would be cool, but that isn't always an option. Someone else had mentioned something along the lines of having a different trim level of tC, such as the RS series, but making them more than just a limited edition body kit and paint/interior. Perhaps throwing on the aftermarket TRD suspension parts, the SuperCharger and 18" wheels would make it a special and more sought after tC.

As far as what lead me to the tC. I'd say price, and what you get for the price. The fact that most of the amenities come standard on the car is a huge plus. I think it has a lot of 'pep' for its price as well (manual tranny). I am on the higher end of the target demographic, being 33, but I still feel a part of the tC community. I am friends with many people who belong to different tC/Scion clubs and if I never bought my tC, I wouldn't have met so many great people.

Time of the event, I'd say a weekend would be great, or a Friday evening. That way you wouldn't alienate as many people if you were to hold it mid-day/mid-week.

I also work in Long Beach, infact, I used to work at Carlson Marketing over there at the Kilroy Center at the LB Airport. Feel free to drop me a PM if you have any more questions or what not.

Thanks for reaching out to the tC community, I'm looking forward to the event should it take place!

InfiniteVisi0n

Gotta stop by Chicago for this event!

kikcaffine

I think you should have it in Georgia. Then I know of 1 supercharged one that will definetly show up (Me!)

Nick06tC

I hate to be a nay sayer in all of this, but something sounds KINDA fishy. While I applaud the effort and trying to get the word out, there are already TONS of events and marketing EXACTLY like this going on Nationwide. And I am kinda doubtful that Scion needs more.

Sounds like your with an outside vendor trying to break into the scene. I guess with all of our knowledge, this is a pretty good way to do it.

But liek I said Scion is VERY on top of it all. They have the VIP events that have been going on for years that are EXACTLY like you propose. Free shows, free food, free parts, free racing, free ride alongs, free music, and everything else. They have flown people around the US for various events, put us up in hotels, given us money and tours of everything you could imagine.

While I hope you succed with this, I think its going to be alot harder to compete with corporate level, and I would love to hear exactly what marketing group you work for and see the fine print in all of this.