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Activate Your Brand Nationwide With Mobile Marketing Tours

Experiential Marketing

Are you tired of seeing your brand held back from reaching new heights? Do you dream of bigger things, like expanding your reach to new audiences far and wide? Mobile marketing tours are your answer to exciting consumers, anywhere and anytime. Making an experiential marketing investment across multiple locations allows your brand to increase awareness, boost engagement, and generate higher sales. 

Strengthening brand/consumer relationships is fundamental to experiential marketing because people remember emotional experiences the best. It’s a simple rule of human nature. With an indelible campaign that brings your brand to the streets, your brand has the power to make personal connections with a wider audience, targeting new locations and new demographics that were once unavailable to you. 

Let’s hit the road with a closer look at mobile marketing tours and how they can put your brand in the driver’s seat of maximizing success.

Mobile Marketing Tour

What Are Mobile Marketing Tours?

Mobile marketing tours are an influential medium inside the experiential marketing universe that lets brands interact with consumers across multiple locations within a fixed time period. 

Using branded vehicles, help from ambassadors who can speak to your brand, and interactive activities to foster engagement and participation, mobile marketing tours are designed to target locations where foot-traffic is high to maximize overall impact. 

It’s all about “location, location, location” because where your mobile marketing tour goes decides how wide of a net you can ultimately cast. Great for warmer weather months, when people are more likely to be out-and-about, the best mobile marketing tours activate in busy locations like public squares, parks, beaches, shopping centers, arenas, and more. 

When your mobile marketing tour aligns with people’s vacation plans, you can turn your campaign into an event people plan their schedules around. Timing your tour with popular music festivals and sporting events is a great way to instantly become the highlight of consumers’ year.

Make Your Mobile Tour Match Your Destinations

The best kind of mobile marketing tour is one that captures the hearts and minds of new audiences previously unavailable to your brand. But, no two destinations are the same and your activation must match the demographics and individuality of each location. Check out these mobile marketing tour ideas for some of the U.S.’ most popular cities:

  • Miami’s Bayfront Park is one of the city’s most popular attractions located in the very heart of its downtown. Bayfront Park is also home to Miami’s bustling food truck scene. Why not host an outdoor yoga class promoting your wellness brand with healthy food truck snacks and drinks after. 
  • The holidays and New York’s Rockefeller Center go hand-in-hand. Take advantage of one of the world’s most popular destinations with a branded mobile showroom selling your products to holiday shoppers. And keep their attention by offering complimentary cups of hot coffee or hot chocolate to help them stay warm. 
  • The Santa Monica Pier is popular with natives and tourists alike. Both chic and laid-back, it’s easy to find eclectic experiences in this beautiful beachfront city right next to Los Angeles. Why not launch a fashion show for your brand’s summer collection with the iconic Pacific Wheel as your backdrop.
  • Just off the famous Las Vegas Strip is Freemont Street, in the heart of the city’s old downtown. Under a canopy of colorful lights, you’ll find a host of activities every night. With the help of an energetic street marketing team, you can engage visitors in this pedestrian-friendly location.

Nespresso’s Mobile Marketing Tour Stirs Nationwide Buzz

Nespresso is one of the world’s leading luxury coffee brands, known for premium cups of coffee and espresso consumers can make from the comfort of their homes. In 2019, the brand wanted to reintroduce consumers to its boutique locations by bringing the experience directly to them. 

With a branded, vintage E-tuk vehicle customized into a dual mobile showroom showcasing their line of coffee and espresso machines, and pop-up coffee shop launching their “Nordic Limited Edition Coffee,” Nespresso went on a six-week, mobile marketing tour stopping in New York City, Miami, Los Angeles, and San Francisco. 

In the U.S.’s most bustling cities, thousands of consumers were treated to complimentary cups of Nespresso made by professional baristas and offered exclusive giveaways and prizes. Nespresso’s multi-sensory experiences helped boost sales of its coffee and machines while also cementing the brand’s unique in-person experience that consumers can’t find anywhere else.

Mobile Marketing Tour Nespresso

Leverage Your Brand’s Reach With Mobile Marketing Tours

From tour ideas and location scouting to securing permits, handling logistics, and training staff, working with professionals who’ve executed complex mobile marketing tours can help ensure your own campaign’s success. Now that you know more about mobile marketing tours and how they can help your brand find new customers or connect closer with existing ones, now is a great time to start planning your own adventure.

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Give Your Brand the Human Touch With Street Team Marketing

Experiential Marketing

Street team marketing is all about getting boots on the ground, engaging with consumers, and putting a human and friendly face to your brand.

By reaching your audience where they are, you can create memorable moments, receive real-time customer feedback, and inspire people to invest in you. 

It’s easy to plan a street team marketing campaign. It just takes the right amount of strategy and skill to pull off these one-of-a-kind events. 

Let’s dive into what street team marketing is, why it’s so effective, and the most important tips you need to know.

Street Team Marketing

What is Street Team Marketing?

Street team marketing is a form of experiential marketing that deploys brand ambassadors to engage consumers with in-person experiences. In fact, street team marketing is one of the oldest forms of live, experiential marketing. 

By targeting busy, high-foot traffic locations, street team marketing gives brands the chance to directly influence people by informing and educating them, distributing samples, conducting live demos, and more. 

Street team marketing impacts awareness, consumer engagement, and sales. When your brand is able to launch a memorable experience in-person, your creative options are endless. All you need is your imagination and a solid plan to fully harness the power that a street team marketing event can deliver.

How Street Team Marketing is Effective

Street team marketing gives your brand a personal touch and inspires face-to-face interaction. Even as digital forms of experiential marketing rise in popularity, consumers still crave human connections.

  • Whether your event is held in a major city or small town, you can reach hundreds or even thousands of consumers. 
  • In-person events create positive brand impressions. 
  • In competitive environments, street team marketing increases your brand’s chances of standing out from the crowd. 
  • Street team marketing gives your brand the fluidity and mobility to move where consumers are throughout your event (i.e. outside subway stations, college campuses, business districts, etc…).
  • Street team and social media marketing go hand-in-hand, allowing your brand to further enhance quality brand/consumer content and engagement. 
  • Unlike most experiential marketing activations, and depending on your location, permits are not generally required for most street team marketing events.

Plus, street team marketing is relatively cost-effective compared to other types of experiential marketing, while yielding similar results. 

At World Pride NYC in June 2019, Zara and JustWater partnered to commemorate the 50th anniversary of the Stonewall Riots. With a three-sided glass mobile showroom displaying a 3D Pride flag created from nearly 10,000 bottles of JustWater, Zara’s friendly street marketing team livened spirits and kept parade-goers hydrated with a rainbow selection of complimentary drinks.

That same year, Twitter celebrated the U.S. Women’s National soccer team’s historic fourth World Cup championship with a three-day branded promotion tour around New York City. Transforming a food truck into an immersive, branded vehicle and creating a soccer-themed, interactive experience, Twitter’s #StartWithThem campaign was led by a street marketing team who greeting passers-by with French-themed culinary delights and a chance to win prizes from lounge chairs to Apple TVs and Airpods. 

Street Team Marketing Zara

Types of Street Team Marketing

Street team marketing comes in many forms and is completely customizable to your specific goals:

  1. Product sampling marketing teams give brands the opportunity to showcase their products by allowing consumers to engage their senses with the help of knowledgeable, day-off event staff. 
  2. Experiential street marketing teams use interactive mediums to connect consumers with a brand. Whether props, games, digital apps, or other activities, these teams thrive on building authentic audience participation. 
  3. Guerilla marketing teams are built to capitalize on the element of surprise in headline-grabbing ways. Think flash mobs that perform dances and sing songs or costumed characters dressed in eye-catching outfits. 
  4. Retail street marketing teams are brand ambassadors that promote brick-and-mortar retail stores and highly effective for generating same-day, in-store sales, and attracting attention for nearby in-store events.
  •  

Tips For Street Team Marketing Success

There’s a lot to consider when planning a street team marketing event, especially since you’re utilizing a staff meant to enhance and advance your ultimate goal of reaching more people, and raising awareness and sales:

  1. Have a clear and concise message that’s memorable and aligns with your brand.
  2. Know your target audience and know where they can be reached. 
  3. Work with professionals who can provide you with the right staff and can handle event logistics. 
  4. Secure necessary permits and insurance not only for your event but your street marketing team as well.
  5. Provide your street marketing team with proper training and dress them in branded uniforms. 
  6. Leverage your in-person event before and after with a compelling call-to-action on social media to boost engagements. 
  7. Post-event, evaluate your performance, gather feedback from your street team, and make notes on how you can improve future campaigns.

Breathe Life Into Your Brand With Street Team Marketing

If you think about it, all live marketing campaigns require staff to play a critical role in helping you reach your goals. On the front lines, these brand ambassadors are the ones who will make that always-important first impression on consumers. 

In order to ensure you have the best people representing your brand that can handle the nitty-gritty, it’s important to work with an experienced team that has proven success under its belt, allowing you stay focused on the big picture of executing a remarkable campaign that lets you reach your goals.

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Blended Experiences: 2021’s Best Experiential Marketing Trend

Experiential Marketing

Digital experiences have served as the primary gateway for brands to interact with consumers throughout much of 2020. 

As physical spaces slowly reopen, consumers are beginning to embrace a hybrid experiential world; one that marries both virtual and physical experiences. 

While consumers’ desires for in-person experiences will always remain, not only are they open to blended experiences, the technology is now there to fully support it. 

What Are Blended Experiences?

Blended experiences unite digital applications within the physical space of the customer journey. Immersive and interactive in real-time, blended experiences offer instant gratification through immediate engagement. 

Many consumers feel more connected to a brand when their senses are activated, as opposed to passively browsing through a site or reading a newsletter. When digital and physical mediums merge seamlessly, customers enjoy the freedom of experiencing brands first-hand in innovative ways and at their convenience.

Amazon Go Blended Experiences

Why Use Blended Experiences for Events?

Audiences are no longer just watching, they’re engaging. Blended experiences offer content that’s interactive and personalized – which people can access from the comfort of home. Their popularity has only increased further as large, in-person gatherings remain restricted. Now that consumers have fully embraced virtual experiences in their own right, it’s hard to imagine they’ll disappear when traditional physical events resume. 

Those in-person events have always been the best way for brands to connect with their customers, but they can be costly and limited in scope. With the support of digital, live experiences can reach new and exciting heights. Plus, according to Momentum Worldwide 86% of those surveyed said they interested in attending blended experiences.

How to Execute a Blended Experience

Now that you know what blended experiences are and why they’ve become a popular experiential marketing trend, how can you capture the benefits of fusing the offline with the online for a flawless branded promotion campaign? There are a few tips you can lean on, no matter who or where your target audience is:

  1. Strategize – When prioritizing the “how” and “why” of your blended experience, you can tap into the long-term impact you want it to have on your audience. Once you have a firm strategy in place, you can choreograph your creative approach. 
  2. Enhance engagement – Whether a robust social media campaign to build hype or a five-star VIP experience for your most loyal customers, enhancing engagement beforehand will set the stage for a blended experience that’s extra special. 
  3. Engage emotions – Offering your audience something they won’t find anywhere else is the whole point of an amazing brand event. Harnessing multisensory engagement with a 360-degree experience gives people the opportunity to feel fully immersed in your brand. 
  4. Go mobile – Half of your blended experience is virtual, meaning its influence is potentially global. Capitalize on that advantage with in-person experiences that also travel. Mobile tours employing experiential marketing vehicles further build on interactivity and engagement.

Two Brands Doing Blended Experiences Right

eCommerce and brick-and-mortar stores alike are expanding their range with blended experiences that benefit both customers and brands. While Amazon foresaw years ago that eCommerce would come to dominate how we shop, it also understood the ubiquity of in-store retail. Instead of trying to dismantle the system entirely, Amazon saw the opportunity to foster a renaissance. 

In 2018, Amazon launched Amazon Go locations across the U.S. and their model served prescient given today’s need for touch-free interactions. Armed with an app, customers can buy what they want without having to wait in line and check-out. From the safety and comfort of their virtual cart connected to their Amazon accounts, a simple trip to the grocery store is now a blended experience.

Amazon Go Store Blended Experiences

 

On the flip-side, apparel and accessories brand Rebecca Minkoff teamed up with eBay to blend tech with its physical flagship location in New York, transforming the in-store experience by incorporating digital elements. 

Featuring interactive mirrors that double as video screens, shoppers can add items and request a dressing room. While waiting for their room, they can browse accessories and even choose from an assortment of complimentary drinks. With interactive mirrors also in their dressing rooms, customers can request additional items or different sizes. And it’s completely personal as shoppers use Rebecca Minkoff’s app to check-in, allowing store associates to view their profiles and deliver a customized blended experience. 

Rebecca Minkoff Blended Experience

 

Blended Experience: The Future of Experiential Marketing 

In our new normal, the future of experiential marketing includes blended experiences. This hybrid world gives brands the chance to execute events that consumers want and are excited about. As digital and physical continue to join forces, the creative possibilities are endless by bringing campaigns to life through personal interactions and the magic of technology.

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Five Reasons Why Branded Food Trucks Help You Stand Out

Experiential Marketing

Food is a powerful tool that captures the hearts and minds of consumers. Coca-Cola is credited with being the first brand that launched experiential marketing way back in 1886, turning the scrappy upstart into the global brand synonymous with the word “beverage” it is today. 

With branded food trucks consumers take notice, giving you the upper hand in a competitive marketplace by adding flavor to your experiential marketing campaign. 

Let’s look at the five reasons why branded food trucks can help you stand out, so you can connect with your audience and leave a lasting (and tasty) impression.

Adidas Nite Jogger Branded Food Truck

1. Branded Food Trucks Are Mobile

Branded food trucks aren’t ordinary billboards. They’re a megaphone for your brand, broadcasting your message loud and clear, anytime and anywhere. 

Unlike static or shared spaces, branded food trucks spread awareness and cut through the noise of your industry’s competitive marketplace, whether along one city block or across a multi-stop, nationwide tour. 

Plus, with the help of highly trained brand ambassadors who’ll share their passion for your business with consumers your message is amplified even further.

2. Branded Food Trucks Are Cost-Friendly

Compared to other forms of experiential marketing and advertising, branded food trucks are affordable and a cost-friendly way to get noticed. Depending on the scope of your activation, the starting cost to launch a branded promotion is $15,000. 

Aside from having a completely customizable, mobile marketing platform that broadcasts your brand to thousands of consumers, when you work with experienced professionals you also get peace of mind navigating the complexities of permitting and logistics, ensuring your truck is in the right place to reach your target audience.

Twitter Branded Food Truck

3. Branded Food Trucks Are Versatile

From Fortune 500 companies to small businesses alike, branded food trucks are a one-stop shopping marketing method that reaches consumers, expands target audiences, and interacts through a personal approach. 

What also makes them so unique is their versatility. Having access to sites generally inaccessible when hosting a traditional marketing event, branded food trucks can be stationed in multiple locations where foot traffic is high and/or pull-up in populated city centers. 

Simply put, branded food trucks have the unique capability to access consumers where they work, live, and play, broadening your brand’s horizons while also increasing visibility and awareness. 

4. Branded Food Trucks Are Customizable

Think of your branded food truck as a blank canvas, just waiting for your personal touch to make it your own. Your activation or campaign has the potential to perfectly align with who you are. All it takes is a little customization with options like:

  1. Custom, vinyl wrapping – from logo stickers to partial or full wraps.
  2. Interior and exterior fabrication – like interior commercial-grade kitchens and exterior panel boards/signage. 
  3. Branded goods and packaging – that let your consumers take a piece of your brand home with them.
  4. Custom menus – that are curated by an in-house, professional culinary team.
  5. And more!

With the average food truck ranging between 18 – 24 ft. long and 8 ft. wide, once you’ve selected the right truck for your needs you can be as creative as you want with a team of designers and technicians working to bring your imagination to life.

Forty Carrots Bloomingdales Branded Food Truck

5. Branded Food Trucks Means Powerful Engagement

It’s no secret. We love food. Whether we’re eating it, taking pictures of it and posting them on social media, even experiencing it; we’re living in a culture where food reigns supreme. 

Branded food trucks are a channel for experiential marketing campaigns where all five senses are engaged, creating multi-sensory engagement for consumers. From pop-ups to sampling tours, branded food trucks can go where you want, turn heads, and satisfy customers’ appetites for experiences that are both memorable and unique. 

The Ultimate Experiential Marketing Vehicle

As hyper-competitive as today’s experiential marketing landscape is today, brands need to shine now more than ever if they want to capture a slice of the consumer marketplace. 

Fads come and go, but branded food trucks give your business an edge like none other. Mobile, cost-friendly, versatile, customizable, and engaging, they incorporate all of the senses and captivate audiences with experiences that generate personal and meaningful connections. 

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Why Event Marketing Vehicles are a Smart Move

Experiential Marketing

Forget conventional marketing campaigns. If you want your brand to be noticed, take a look at why event marketing vehicles are the right choice to maximize the impact of your next experiential activation. 

Event marketing vehicles create stand-out, multi-sensory, brand engagement experiences and are a great platform for brands to activate on-the-street, branded sampling, demos, and events. 

With a variety of options at your disposal (and to fit your specific needs), event marketing vehicles can bring your brand directly to the people with one-of-a-kind experiences, that generate valuable content for social media as well as create meaningful audience engagement.

Event Marketing Vehicles

Take Your Show on the Road

Event marketing vehicles offer the opportunity for brands to showcase their products (and themselves) on-the-street, close to events, inside festivals and trade shows, and directly where their target audience is. 

They provide an optimal opportunity to reach potential new customers, cultivate brand loyalty, and generate tens of thousands of brand impressions across traditional and social media. 

During Stonewall 50 – World Pride NYC, apparel retailer Zara and responsibly-sourced water company JustWater partnered to celebrate the event with a colorful, event marketing vehicle to attract attendees. 

Transforming a three-sided glass truck into a customized mobile showroom displaying a 3D Pride flag assembled from 9,000 multi-colored bottles of JustWater, Zara’s event marketing vehicle kept festival-goers hydrated with its rainbow selection of complimentary beverages. And, Zara and JustWater’s experiential marketing campaign translated into success online, with over one million impressions on social media worldwide.

Zara World Pride NYC Truck

Which Event Marketing Vehicle is Right for You

There are several types of event marketing vehicles, each with their own unique benefits depending on your brands goals, budget, and needs:

1. Mobile Showrooms

Mobile showrooms offer a fantastic opportunity to let your audience get an inside-look at your brand with see-through glass walls. Mobile showrooms work well with outdoor events requiring an enclosed space for a dedicated brand experience. Fitness start-up P.volve recently used a mobile showroom to bring their brand to life with a glass-wall, mobile showroom and fitness studio across Manhattan.

2. Step-Vans

Step-Vans are food-truck style vehicles and a great option for outdoor deployments requiring a preparation space for product sampling. For the 2019 Women’s World Cup, Twitter customized a food truck to promote the advancement of the U.S. Women’s National Soccer Team. The food truck stopped at 20 marketing agencies over the course of three days in New York City, serving 6,000 guests with sparkling lemonade, French fries, and a chance to win prizes. Twitter created a one-of-a-kind experience drove buzz around the team’s success through digital content, culminating through the use of hashtags and tweets. 

3. Airstreams

Airstreams are an American classic and a show-stopping, branded-backdrop, perfect for your next activation. Fashion designer Ralph Lauren has tried his hand at an eclectic mix of side-ventures, from “Ralph’s Coffee” to, more recently, “Ralph’s Hot Dogs.” At the brand’s flagship store on New York’s Upper East Side, a Christmas-themed Airstream trailer was stationed, providing hungry shoppers with a selection of “Ralph’s Hot Dogs” and “Ralph’s Caramel Corn.” This two-pronged approach of promoting their “street eats” to a built-in audience already shopping at their store created an effective marketing strategy.

Tips and Tricks to Launch Your Event Marketing Vehicle

There are plenty of ways to ensure when you invest in an event marketing vehicle, you’re getting your money’s worth. But, there are a few key takeaways to keep in mind.

Before booking an event marketing vehicle, make sure you partner with an agency with proven experience. From planning and permits, to experiential staff and insurance, researching and hiring the right agency is crucial. 

Also, your brand’s activation continues long after the “day-of” event. Make sure your goals are clear and what “success” looks like to you. Choose the right metrics to track, whether it be “return on investment” (ROI) or “click-through rate” (CTR), and understand how those metrics will be measured. 

Merging a distinctive marketing strategy tailored to your brand’s needs with data and KPIs (key performance indicators) to measure success using hard numbers, is a sure-fire way to keep the conversation going long after your event is over.

Transform Your Next Experience With Event Marketing Vehicles

By bringing your brand to the streets with an event marketing vehicle, your brand creates a customized,  unforgettable, in-person experience. When you think outside-the-box, you have access to a non-traditional platform that cuts through the noise, makes you noticed, your message heard, and leaves lasting impressions with not only your most loyal customers, but new ones as well.

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