Best PracticesJan 9th, 2023

Live Launches: Commitment to Innovation


Live product launches have become an innovative marketing strategy aimed at creating hype around the introduction of new products and technologies to market. They have become quite the trend as more companies seek out the benefits of such an event, like creating a wider reach, increasing engagement, and optimizing marketing costs. We expect to see more industries embrace virtual live launches and adapt their marketing strategies to include a launch experience. 

Whereas in the past, only industry bigwigs had access or information on the latest technology and products, live launches take these innovations directly to interested audiences, enabling buying customers to get in on the excitement directly. Live launches also allow companies to host demonstrations of the product or technology, highlighting product design, functionality, and key features so those potential buyers can see it in action. By satisfying customers' needs for both entertainment and information, live launches help facilitate better sales conversations and create a unique customer experience.

Interestingly, over the last year or so, several OEMs have learned from tech giants like Meta and Apple and have also started hosting live launch events to release new major features or to create hype around a new vehicle. As this trend picks up in the industry, it will be interesting to watch and see which OEMs will dedicate themselves to creating consistency with their live launches that build excitement and hype over time.

Quarterly Launch Events: Commitment to Innovation 

At Fullpath, quarterly live launch events have become part of our DNA as it commits us to disrupting the industry with new technologies quarter after quarter. With each launch, we aim to release a product or feature that actively solves a pain point dealers are facing in the realm of data connectivity and orchestration. This undertaking ensures that we constantly have our finger on the pulse of the automotive industry so we can tackle the real-world problems dealers are facing in their day-to-day business management. 

We held our first launch in Q2 of 2022 with the release of our Customer Data and Experience Platform, and we have been one-upping ourselves ever since. The Fullpath product team performs intensive research in tandem with our sales and support teams to get a view from the field and to better understand the pressing needs of dealers. They then determine what the next big project should be and get to work on development and production. While they work on the technology, our marketing team sets up everything else needed for the live launch - from scoping out a location to ensuring the smallest logistical details are spoken for. 

If you've seen our live launches before, you know they always deliver. From missing cookies to high-speed car chases, we try to deliver an experience along with every product launch. In case you missed our live launches until now, here is a quick summary to get you caught up.  

Q2 Live Launch in Miami: CDXP

In Q2, we launched automotive's first Customer Data & Experience Platform (CDXP), designed to help dealers consolidate their data sources and leverage the data to create seamless omnichannel marketing journeys.

The introduction of an automotive-centric CDXP has shifted the way the industry thinks about data connectivity and marketing strategy. With the power of the CDXP behind them, dealers can now compete on the level of global corporate giants by providing shoppers with the personalized shopping experience they have come to expect.  

Watch the full live launch here for a closer look at the groundbreaking technology that is the CDXP. 

Q3 Live Launch in Cleveland: Data Lake

In Q3, Fullpath focused on handing dealers the keys to their first-party data with the introduction of Data Lake. With the impending elimination of third-party cookies, dealers are beginning to recognize the value and importance of their own first-party data. 

With Data Lake, dealers can finally analyze and dissect their first-party data and use it to improve their marketing strategy and make smart, data-backed decisions to help them build stronger, more resilient businesses.  

Cookies, data, and the Rock & Roll Hall of Fame all feature proudly in this live launch. Watch it here

Q4 Live Launch in Atlanta: Service Email Campaigns 

The importance of a fixed-ops strategy is clear: when a dealership has a strong, efficiently run service department, they are able to remain flexible and dynamic in any market condition. With Service Email Campaigns, dealerships can reach out to customers and previous service clients with timely engagements, extending the shopper journey and generating new streams of revenue. 

If you love the high stakes of a good car chase, this live launch is for you! Watch it here

Our next live launch is set to take place in March of 2023, and you can bet we are already looking for ways to outdo the last one! We hope to see you there! 

Ilana Shabtay is the VP of Marketing at Fullpath, Automotive’s first customer data and experience platform (CDXP). She is an experienced marketer, highly skilled in digital marketing and artificial intelligence, and the host of the InsideAuto podcast. Having spent almost a decade in the automotive industry, Ilana continues to develop critical skills to drive marketing and serve the dealership community in a new era of technology.

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