Most showroom campaigns are planned backwards from launch day. The creative, the media plan and the event budget all point at one Saturday. Then Monday arrives, the banners stay up, and nobody owns what happens next.
The launch-day trap
A big opening is easy to report. Photos, footfall, a busy showroom. But the people who come on day one are often the ones who were already planning to buy. The campaign’s real job is to reach the people who were not.
Where leads go cold
In most debriefs I have run, the drop happens between sign-up and first contact. Paper forms wait in a drawer. Spreadsheets get emailed on Friday. A prospect who registered on Saturday hears from sales on Wednesday, if at all.
A lead has a half-life. Every hour without a reply costs you some of it.
A six-week rhythm
The fix is less about bigger launches and more about a steady rhythm after them:
- Week 1: launch, with digital sign-up from the first hour.
- Weeks 2–4: a weekly reason to return, such as a draw, a new model or a finance offer.
- Weeks 5–6: follow-up on everyone who visited but did not book.
What to measure
Footfall is the easiest number and the least useful. Track time to first contact, bookings per week and the share of leads each branch actually called. Those three tell you whether the campaign is still working in week three.