What are Mobile Marketing Tours, and How Do They Boost Business?
Virtual marketing is often the first solution when brands want to expand their audience, build awareness, and connect with customers across a large geographic area. While virtual marketing offers endless opportunities and benefits, there are additional ways brands connect with people around the country. Brands can engage with consumers by traveling directly to them, hence mobile marketing. Mobile marketing is one of the oldest forms of marketing and remains incredibly influential today. But what are mobile marketing tours, and what benefits do they provide? Let’s dive deeper into what mobile marketing tours are, how they work, and how they benefit companies.
What is mobile marketing?
Mobile marketing is said to have originated decades ago with the famed Oscar Meyer Weinermobile that invites consumers nationwide to “be a hotdogger.” The creative vehicle spreads joy, bringing people together in celebration of hot dogs and resulting in the nostalgic memories food elicits.
Since the Weinermobile first hit the road, branded vehicles have logged countless miles, meeting consumers and fans across the country. Mobile marketing is a series of planned and spontaneous events as a branded vehicle travels nationally, making strategic stops along the way. Mobile marketing includes product launches, public relations initiatives, and many other objectives.
How do mobile marketing tours work?
A mobile marketing tour requires at least one vehicle, drivers, brand representatives, meet-up locations, planned venues, and an audience. Mobile marketing tours require substantial design efforts as vehicles can be wrapped with dynamic graphics or entirely custom-made to exemplify the brand’s message. Drivers, brand representatives, and other professionals must manage the logistics and orchestrate audience interactions. The number of people required changes based on how many vehicles are on tour. Brands often need to hire caterers and a catering scheduler to organize each location’s food and beverage. Mobile marketing tours are developed with pre-planned destinations and marketing efforts, leaving room in the schedule for spontaneous stops. When picking tour stops, the convenience of each location for a brand’s target audience should be prioritized. Tour programming consists of mobile events that leave lasting impressions on new and dedicated fans.
Benefits of Mobile Marketing Tours
Mobile marketing tours offer numerous advantages for brands. Let’s look at a few of the key benefits.
Surprise and Delight Audiences
Mobile marketing tours are entertaining and alluring marketing events notorious for surprising and delighting audiences. Mobile tours have attracted audiences for decades and remain an irreplaceable marketing component.
Expand Brand Awareness
Mobile marketing tours allow brands to introduce themselves to new audiences randomly encountering their vehicles on the road. The vehicles are usually quite intriguing, grabbing passerby’s attention, sparking conversations, and creating strong impressions.
Reach Numerous Audiences
Mobile marketing tours let brands connect with numerous audiences spread across various locations. The audiences are typically comprised of curious bystanders, interested consumers, and dedicated fans.
For more insight into the benefits of mobile marketing tours, check out Cummins’ Redefining Mobile Tour. Hamilton was challenged to design and produce a mobile exhibit to promote Cummins’ engines, related products, and brand. The tour consisted of a 53-foot show trailer, four trucks and trailers, and a supply trailer that lasted eight months and traveled throughout North America. The tour effectively facilitated public exposure and customer engagement through a cost-effective platform.
Is a mobile marketing tour suitable for your business?
Review the following mobile marketing tour considerations to determine whether or not a mobile marketing tour is best for your business.
- Where is your target audience located? - A mobile marketing tour might be appropriate for your business if your target audience is located across the country or a large geographic area.
- How do you want to engage with your audience? - If you are interested in creating a dynamic and memorable experiential event, orchestrating a mobile marketing tour would be ideal.
- Do you have an in-house team to plan and execute a mobile marketing tour? - If you do not, you are not alone. Most companies partner with an event marketing agency to plan and create a mobile marketing tour.
Hamilton is a full-service event marketing agency with a 75-year legacy creating immersive brand experiences for companies throughout North America and around the world. We design, produce, and execute integrated experiences – mobile tours, outdoor events, exhibits, proprietary events and conferences, corporate environments, and digital solutions – that drive meaningful connections between your brand and your audience.
To create a successful mobile marketing tour, contact Hamilton today!