In March 2022, the largest automotive convention in the United States will be held in Las Vegas, NV. With over 22,000 attendees, we couldn’t afford to skip out on marketing at this event. The problem: our budget. The NADA convention hosts a variety of attendees from OEMs to General Managers of top selling dealerships, to marketing agencies such as ourselves. Because of the convention’s intense popularity and size, advertising at the venue is incredible expensive and exclusive. Only members who are actively displaying on the floor show have access to advertising space within the convention center. However, being a member comes at its own hefty cost. After mulling over this problem, my team came to this conclusion: In order to advertise successfully outside of the convention, we would need to take up space on the LV strip. Yet, this conclusion came with more setbacks, attacking our budget yet again. We began to wonder, will our target audience of NADA attendees understand this struggle and can we use the outrageous expense of this convention to our advantage?