Poppi Soda, Samsung, Carvana, US Cellular, Vanity Fair, Aetna - What do all of these brands have in common? They have planned and activated or are currently activating mobile marketing tours. Mobile marketing tours are an extremely effective way to bring your brand, message and/or product directly to your consumer in a fun and memorable, immersive way where you can engage with your target audience in a direct, person-to-person level. Wondering if these tours are the next step for your brand? Here are ways other brands use mobile marketing tours, and a few tips on what you should consider in planning them out.
Here are 5 different ways a mobile marketing tour can elevate your brand:
Brand Awareness and Expansion: If you are launching a new product line, a new region or a wanting to reach a new consumer segment, a mobile marketing tour can help you increase brand awareness and reach a broader audience. By taking your brand directly to your target market's doorstep, you can generate buzz, capture attention, capture leads, and establish a strong presence in new areas. Pro Tip - Plan a regional tour before embarking on a national tour. Minimizing miles between cities and activations is the best way to get the most out of the tour.
Targeted Audience Engagement: If your target audience is typically difficult to reach through traditional marketing channels or you just want to engage with them on a deeper level, a mobile marketing tour can be the perfect solution. It allows you to interact directly with your audience, understand their needs and preferences, and build meaningful connections. By tailoring your experiences to their interests, you can foster brand loyalty and gather valuable insights for future campaigns.
Brand Reinforcement and Customer Retention: Mobile marketing tours provide an excellent platform to reinforce your brand's identity and values. By bringing your brand to life through captivating experiences (like a giant car vending machine for Carvana), you can strengthen your existing customer relationships and increase customer retention. Additionally, you can leverage the tour to reward loyal customers, offer exclusive promotions, and create a sense of community around your brand.
Seasonal or Timely Campaigns: If your brand's offerings are seasonal or tied to specific events, a mobile marketing tour can help you capitalize on those opportunities. For example, if your brand sells refreshing coconut water - take Harmless Harvest for example - a tour during the summer months would be ideal to showcase your products in a time when people are looking for hydration. Likewise, if your brand aligns with a major event or holiday, a mobile tour can enable you to engage with consumers when their interest and enthusiasm are at their peak.
Team, Employee or Customer Appreciation: Not all mobile tours are about music festivals, and other event marketing events. On the B2B side, mobile marketing tours are used to visit strategic customers and bring a brand's offerings directly to their customers. Carvana used their most recent tour to not only gather leads via their Indy Cup sponsorship, but also visited Employee Service Centers to share the tour in a more personal manner directly to their employees - adding to their culture, and customer loyalty.
What to consider when planning out a mobile marketing tour. Attack! is happy to lend its over 20 years of experience in making the task of planning a mobile tour easier!
Objectives and Goals: Clearly define the objectives and goals of your mobile marketing tour. Determine what you want to achieve, whether it's brand awareness, customer engagement, lead generation, product promotion, or a combination of these.
Measurement and Evaluation: Define metrics and methods for measuring the success of your tour. Establish key performance indicators (KPIs) such as attendance, engagement rates, lead generation, social media reach, or sales impact. Regularly track and evaluate the tour's performance to make data-driven decisions and refine your strategy.
Promotion and Amplification: Develop a comprehensive marketing and promotion plan to generate buzz and attract attendees to your tour. Utilize social media, influencer partnerships, public relations, targeted advertising, and email marketing to maximize awareness and reach.
Tour Route and Locations: Plan the tour route and select locations strategically. Consider high foot traffic areas, popular events, festivals, or places where your target audience gathers. Research local permits, regulations, and logistical considerations for each location.
Mobile Vehicle or Setup: Choose an appropriate mobile vehicle or setup that aligns with your brand and campaign goals. Consider the size, functionality, design, and branding opportunities of the vehicle. Ensure it has the necessary equipment and technology to deliver your experiential activities effectively.
Staffing and Training: Determine the staffing requirements for your tour, including brand ambassadors, product specialists, or event managers. Select staff members who align with your brand values and have the necessary skills to engage and interact with your target audience. Provide comprehensive training to ensure they are well-prepared.
Experiential Activities: Develop experiential activities that are immersive, interactive, and memorable. Create experiences that allow your audience to actively engage with your brand, product, or service. Incorporate elements like virtual reality, gamification, product demonstrations, samples, or contests to enhance engagement.
Always remember, before embarking on a mobile marketing tour, it's essential to conduct thorough market research, define clear objectives, and develop a comprehensive strategy. This will ensure that your tour aligns with your brand's goals and maximizes the return on your investment. This is where Attack! comes in. Collaborating with an experienced experiential agency can provide you with the expertise and resources needed to plan, execute, and measure the success of your mobile marketing tour. With 20 years of experience under our belt, we can take your mobile marketing tour to the next level.