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Mobile experiential marketing: a guide to bringing your brand to the streets

Experiential Marketing

With shorter attention spans and fast-paced entertainment, it’s not surprising that the world of marketing is undergoing an identity crisis. What used to consistently pull in brand activations and long-term customer engagement just isn’t working anymore, and more traditional methods of marketing are having lower and lower efficacy rates. That’s why many companies are turning to the cutting-edge world of mobile experiential marketing

What is Mobile Experiential Marketing?

Mobile experiential marketing is a guerilla marketing strategy that involves close-up customer connection, and physical brand interaction. This advanced subset of experiential marketing takes the tried-and-true tactics of your traditional engagement marketing campaign, and gives it the added benefit of mobility. The world isn’t sitting in one spot, why should your marketing campaign?

With mobile experiential marketing, you can select multiple areas with the same promotional event, helping your brand interact with different samples of your target demographic. Instead of organizing a singular stationary promotion like a pop-up shop, you can pack up that promotion and ship it to a new location with ease. You may be asking, how exactly is this possible? Well the answer to that lies in the different forms that mobile experiential marketing takes. The first step in establishing your campaign is choosing what type of method you will use.

There are several different kinds of branded vehicles that would work for your guerilla marketing campaign, and each have distinct advantages to help you garner long term customers. Make sure to choose a tactic that best aligns with your brand’s image, and what you think will connect best with your customer base. 

Step 1. Choose a Mobile Experiential Marketing Method

Before you design your campaign, you’ll first want to look at what the foundation for your strategy will be. There are many different ways to house your brand experience, and which one you choose depends entirely on your specific campaign goals. Here are two effective mobile experiential marketing variations.

These consumers then connect the positive experience created by your branded food truck and associate it with your product or service. This helps ensure long-term emotional connections between you and your customers.

Mobile Pop-Up Shops

We mentioned pop-up shops above, but what about their mobile counterpart? Pop-up shops have long been known to be an effective marketing tool to garner customer engagement and interest. You walk by a retail space that was empty only yesterday, and suddenly there is a bright and flashy new coffee shop promoting an upcoming movie. That surprise and intrigue is naturally enticing to the average consumer, and more often than not, they’ll be compelled to come inside. 

So how is a mobile shop superior? Imagine this surprise and mystique, but with the added element of scarcity. A mobile shop is, by its very nature, more transitory than a traditional pop-up shop. Mobile shops occupy a space for the span of a single day, and therefore consumers will feel even more of that ever-valuable F.O.M.O. With a pop-up shop, you can say “Oh maybe I’ll go in there tomorrow.” With a mobile shop, the call-to-action is immediate. They have to come now because it won’t be here tomorrow. 

These consumers then connect the positive experience created by your branded food truck and associate it with your product or service. This helps ensure long-term emotional connections between you and your customers.

Branded Food Trucks

A branded food truck is simply that: a food truck that’s been wrapped in your brand’s unique image. Your immediately identifiable logo will be strongly associated with the positive experience of a delicious meal. Not only that, but you’ll have that logo catch far more eyes than it would at a stationary food stand. 

Customers will be engaged by the meal, but that’s not the only connection they’ll make through this marketing method. Brand ambassadors will also be there to further connect them to your company, using QR-codes to gather information and offer special promotions to entice further engagement. Food and a friendly face combine to pull in potential consumers and foster a real connection between them and your brand.

Step 2. Decide on the branding you will use on your Mobile Experiential Marketing Vehicle

Once you’ve chosen a type of mobile experiential marketing, you’ll want to decide how you’ll advertise your brand on that vehicle. Professional experiential marketers can often help decide this for you, as their teams are well versed in what type of imagery best catches the eye. The key here is to think about what will not only grab people passing by on the street but what will get the attention of those you pass as they’re driving? 

A big mistake many brands make is not considering how their imaging will look on the go (hence, leaving this sort of decision to the professionals.) If you end up smashing too many words or graphics onto your mobile experiential marketing vehicle, it will look like little more than a blur when driving by potential consumers. Make the image simple yet provocative, and have ways the customers can find more information online clearly displayed.

Step 3. Select an area comprised mainly of your Target Demographic

This step depends heavily on what type of customer you are intending to reach. You’ll want to research where your target demographic resides, and what location would best allow you to connect with them.  For example, if you are selling fitness-related products, you would want to select areas near gyms or fitness centers. 

Choosing incorrectly could mean an unsuccessful mobile experiential marketing campaign and an unnecessary drain on your budget. If your promotions are established in an area where no one is interested, then why would anyone want to connect with your brand. Choosing the right areas can be difficult, and this is where it is again always better to seek out the guidance of trained experiential marketers. 

Where can I get help with my mobile experiential marketing campaign?

Designing a mobile experiential marketing campaign is not easy, and takes years of experience to pull off. The best way to establish your experiential strategy is to go through a company that specializes in this marketing style. If you want the absolute best in the industry, you’ll want to choose Food Truck Promotions

At Food Truck Promotions, our mobile experiential marketing campaigns have helped big-name businesses like Chanel, Adidas, Arizona Ice Tea, and Dior successfully advertise their brands. We take the time to research what style of mobile marketing works best for you, and where exactly our promotions will be the most effective. 

If you want a better R.O.I for your marketing campaigns and stronger connections with potential consumers, then mobile experiential marketing is for you. Simply contact Food Truck Promotions today!

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Real Simple Guerrilla Marketing Tactics To Get Ahead In 2022

Experiential Marketing

As a marketer who keeps their finger on the pulse, you’ve certainly noticed a shift in what tactics get results. Long gone are the days of massively successively print ad campaigns or sustainable brand activations from radio spots. To reach ad-averse generations like Gen Z and Millennials, you have to think a little bit differently; That’s where guerrilla marketing comes in. 

Guerrilla marketing is an innovative and unconventional way to advertise to a younger demographic, while saving money on your advertising budget. These strategies take your company to the street level, connecting directly with consumers and fostering long-term valuable brand activations. So, what guerilla tactics will be the most effective in 2022?

Guerrilla Marketing Tactics for 2022

While there are a wide variety of different strategies you can employ, the most effective are tactics related to branded vehicles. Branded vehicles belong to a subset of guerilla marketing known as experiential marketing. This style of engagement brings consumers and your brand closer together by helping them associate your company and services with a positive promotional experience. 

There are several different kinds of branded vehicles that would work for your guerilla marketing campaign, and each have distinct advantages to help you garner long term customers. Make sure to choose a tactic that best aligns with your brand’s image, and what you think will connect best with your customer base. 

Branded Food Truck

Branded food trucks are a cutting edge guerrilla marketing tactic that takes the universally relatable experience of a meal and ties that experience directly to your brand. Potential consumers will enjoy delicious food or beverages served by well-trained brand ambassadors who can guide customers through the benefits of buying your product or services. 

These consumers then connect the positive experience created by your branded food truck and associate it with your product or service. This helps ensure long-term emotional connections between you and your customers.

Glass Box Trucks

Glass box trucks are a type of experiential vehicle that can create an eye-catching mobile display to draw in consumers for further engagement. These trucks can display your product or another product that connects to the service you provide. An example of an effective use of this vehicle would be Zara’s World Pride promotion

Food Truck Promotions helped Zara by filling a glass truck with 9,000 colored water bottles, creating an attention-grabbing rainbow display. They passed the water bottles out, and through the event and subsequent sharing on social media created almost 1 million global impressions for Zara’s brand.

Mobile Pop-Up

Mobile pop-up shops are a modern twist on the classic guerilla marketing tactic, the pop-up shop. Instead of being rooted in a single location, mobile pop-up shops can stop in several areas populated by your key demographic.

Not only that, but while a mobile pop-up shop is in transit it is essentially a moving billboard. Pedestrians will be curious as to what this vehicle is and where it’s going, and that curiosity will create the opportunity for more potential customers.

Where Can I Find an Agency Who Specializes in Experiential and Guerilla Marketing?

If you want the best possible outcome and optimal R.O.I from your guerilla marketing campaign, you’ll want to go with Food Truck Promotions

We’ve helped industry giants like Adidas, Uber, and Chanel with their guerilla marketing campaigns.  These promotions helped establish millions of brand activations as well as a significant increase in potential consumers. Our campaigns are proven to establish long-term connections with customers and help boost brand awareness.

If you want your guerilla marketing campaign to succeed, you’ll want to get started right away. Contact Food Truck Promotions today!

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How Technology Is Changing How We Treat Unique Street Marketing

Experiential Marketing

With the world of tech growing exponentially, new technology has revolutionized the way we connect with new customers. While more common tactics are falling by the wayside, unique street marketing strategies allow for brands to stand out amongst the pack.

If you want your brand to survive in this competitive business landscape, you’ll want to understand just how important technology is to various forms of unique street marketing.

What is Unique Street Marketing?

Unique street marketing are novel forms of traditional guerilla marketing strategies. These traditional marketing strategies can be as simple as putting up posters, passing out flyers, or commissioning art displays bearing your brand’s name. While these strategies can be effective, they rely on outdated methods of customer connection. As our society enters the technology age, so must our marketing.

How Does Technology Play a Role?

Unique street marketing uses every new form of media at our disposal to advertise a guerilla marketing promotion. Cutting edge marketing tactics like experiential vehicles not only use modern tech to design a customer experience, but ensure high-levels of foot traffic through social media promotion.

These vehicles, along with other forms of experiential marketing, are only possible through the advancements we’ve made in modern technology. Innovative service displays, interactive product demonstrations, social-media boosted promotional events, none of these forms of unique street marketing would be possible without these new kinds of technology. It’s these new advancements that make unique street marketing one of the most effective ways to grow your brand’s image. 

What are the Most Effective Forms of Unique Street Marketing?

One of the best ways to ensure your brand garners those valuable activations, and converts promotion attendees into long-term customers, is with experiential vehicles. This type of unique street marketing involves several different variations, including branded food trucks and mobile pop-up shops. So what do these promotions entail?

Branded Food Trucks

Branded food trucks are a way for your brand to connect with customers through the universal language of food. By setting up a positive environment where you identify an issue (hunger) and offer a solution (food), you subconsciously establish your brand as a problem solver.

 As brand ambassadors help facilitate this connection, customers begin to associate your brand with those good feelings. Using technology like QR-codes to gather more information, these ambassadors hook the customers in with free samples and special promotions. Before you know it, you have a stream of new long-term customers from a single promotional event. 

Mobile Pop-Up Shops

You’ve probably heard of pop-up shops: these temporary store fronts allow customers to experience a brand’s product or service, while allowing them to feel the exclusivity that a limited time promotion offers. Well what’s more exclusive than a store-front that will be gone by the end of the day?  

Mobile pop-up shops offer the feeling of a traditional pop-up, while allowing you to pick out several spots populated by your key demographic. Not only that, but as your promotion moves through a city, the noticeable branding will act as a moving billboard. Think of how many activations you could get from just a few stops!

Where can I find a high-tech experiential marketing company that specializes in unique street marketing?

Food truck promotions are the leading marketers in the experiential marketing industry. Our unique street marketing tactics have helped big name businesses like Chanel, Adidas, Arizona Ice Tea, and Dior successfully advertise their brands. Our specially designed promotions  help brands personally connect with their key demographic, and create long-term and lasting activations. 

Your brand has something to offer the world that no other company does. Don’t let the public miss out on the benefits of your product or service, and contact Food Truck Promotions today!

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Sensory Marketing: Who is it right for and how to set up your campaigns

Experiential Marketing

What makes a memory? When you feel the rough texture of wool, what makes you think of winter? When you smell fresh cut grass and the playful aroma of daffodils, what brings you back to spring? How can the smell of chocolate-chip cookies remind you of the laughter of grandparents? The answer is sensory memory.

Sensory memory is one of the more powerful ways our brains associate thoughts and emotions with a memory. Memories are most commonly associated with what a person sees, closely followed by what one can hear. The marketing industry has nearly reached the limits of what it can do with these two senses, and those efforts are what makes up the majority of traditional marketing strategy.

But what about the others? What about engaging potential customers and clients with other senses, like taste and smell? The true depth of sensory marketing has only begun to be explored.

The Science of Sensory Marketing

In recent years Sensory Marketing has been extensively studied by the country’s top research scientists to see why the senses are such a powerful advertising tool. What they have found is that our brain’s unconscious desires and innate decision making can be powered by something as simple as the temperature of a beverage, or the scent of a room. With sensory marketing, you have to look at details previous generations wouldn’t even think to tinker with.

The best part of these subtle choices is that they aren’t seen as marketing at all. You wouldn’t enter a building that smelled of chocolate and become annoyed by the obvious olfactory sales pitch. You’d be delighted by the aroma of cocoa beans, maybe get lost in the memory of some family vacation where your parents bought you a delightful bar of chocolate, and before you know it, you’re walking out with a pound of fair-trade confections. 

That’s the power of sensory marketing: you aren’t smacking consumers over the head with a bulky advertisement, you’re allowing them to enjoy a taste of nostalgia in a comforting environment. The way to do this is to engage those less focused on senses. Let’s start with the one that is often overlooked: your nose. 

Scent Marketing: Why it works, and how you can use it

When you think of senses, smell is often an underrated feature of the human experience. There is great importance to seeing, hearing, and feeling something, but what about our noses? With more and more studies showing that people’s sense of smell plays a large role in how they develop and solidify memories. A close connection has been found between the sections of the brain that dictate emotion, memory recall, and our olfactory senses. What does this mean? Basically, a smell can not only bring you back to some cherished moment in the past, but how you felt when you were there.

The chocolate example above does well to service this point, but that  is just the tip of the iceberg. Scent Marketing, or Aroma Marketing, is about choosing a fragrance that puts the customer in that buying mood. Depending on your product, you have to strategically set up what scent environment works best for that particular item. 

With businesses like a candle shop, this may be more obvious. If summer is around the corner, having an apple-pie scent wafting from your shop will draw in customers with memories of pies cooling on window sills. But with other products, it may not be that simple.

If you run a car dealership, smell may be the last thing on your mind. You want to show potential customers the car’s features, the benefits of an extended warranty, and the safety rating of a given vehicle. But by creating a pleasant scent in your dealership, you can increase the amount of time car-buyers spend in your shop. 

The longer they stay, the higher chance they will make a purchase. An enjoyable aroma causes those walking the showroom floor to positively associate that smell with your brand, giving them an overall better experience inside your business. 

Taste Marketing: Tip of the Tongue Tips

Along with smell, taste is not always thought about when developing sensory marketing campaigns. For food brands, taste marketing is the name of the game . Having a unique flavor that your consumer can associate with your brand is paramount to establishing a connection with those all important memory centers in their brain. 

Classic examples of these connections exist throughout popular culture: a certain soda brand conjuring images of childhood birthdays, the crunch of a french fry leading us back time and time again to the golden arches, the list goes on. Positioning the taste of your product to invoke that valuable nostalgia present in all consumers is important.

But what if you don’t have a food related product? Can you still utilize taste marketing in your campaign or strategy? Absolutely! Let’s look at a common practice you’ve probably seen in auto body repair or tire stores, and never thought twice about: Popcorn machines.

Car tires have absolutely zero to do with taste, but somehow brands like Les Schwab have found a way to associate the delicious salt and crunch of popcorn with their brands. Customers get the comfort and enjoyment of a tasty snack, and are subconsciously drawn back to that shop when it comes time to buy a new set of tires. 

Examples like this show that Taste marketing can be approached from a number of angles. Whether it’s offering samples to get those hooks into customer’s taste buds, or having fresh brewed coffee available for any who come through the front door, taste is one of sensory marketing’s strongest tools.

The future is Sensory Marketing

The world of marketing is a constantly shifting and changing landscape. Keeping up with new trends is difficult, but absolutely vital if you want to remain ahead of the game. Newer forms of sensory marketing are growing at a rapid pace, and the need to employ these tactics for successful campaigns is becoming apparent. If you want your brand to succeed, and your product to reach the masses, the answer is clear: Sensory Marketing is the future.

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Marketing Campaigns Playbook: How To Develop An Experiential Marketing Strategy That Wins

Experiential Marketing

These days, traditional marketing strategies just don’t cut it. With common advertising techniques yielding suboptimal results, it’s clear younger demographics aren’t as receptive to the strategies of yesteryear. Print, radio, and even television marketing have consistently declined in R.O.I, and social media advertising has grown to the point of oversaturation. 

That’s why you need to adjust the methods you use to reach potential customers. The best way to do this is by developing an experiential marketing strategy. Experiential marketing is a cutting-edge guerilla marketing tactic, designed to engage consumers and form a long-term emotional bond with your brand. 

What is experiential marketing?

Experiential marketing, also known as engagement marketing, is a strategy that utilizes direct contact with a customer as a means to establish a strong connection between that customer and your brand. This contact acts as a way for the consumer to experience how their life could benefit from your product or service, and encourages organic growth of brand-awareness.

The way this growth comes about is by providing an experience so engaging, the customer  wants to share it with other people (either in-person or via social media). In this way, you get far more bang for your buck than with traditional marketing. If you can have someone associate positive feelings with your brand, to the point where they feel compelled to tell others, that effect will multiply and result in further brand activations. 

HOW IS AN EXPERIENTIAL MARKETING STRATEGY EFFECTIVE?

Experiential marketing allows customers to see the human element behind a product or business. This has shown to be quite effective in fostering an emotional connection with a brand, and these tend to outlast the more shallow connections formed through traditional advertising. A smiling face, sincere enthusiasm, and real physical interaction with a product can all make a huge difference in creating long term, loyal patronage. 

The way you go about designing this brand experience depends entirely on what your product or service is, how you want to be seen by the public, and what your activation goals are. While the possibilities are endless, there are a few tried-and-true experiential marketing strategies you can use as the foundation for your campaign. 

Different types of experiential marketing strategies

There is a wide range of different avenues to explore when developing your experiential marketing strategy. Here are several different types of strategies, and how they can function to boost brand activations.

  • Pop-up shop: The most commonly-known form of experiential marketing, a pop-up shop allows you to market your brand while also making a small amount of sales. A purchase can be a powerful way to connect with a consumer, as this allows them to take a piece of your brand home with them. One drawback to this method is that while most consumers are willing to participate in a free event, some may not be interested in spending money right there and then.

 

  • Branded Mobile Tour: A branded mobile tour involves the use of a vehicle, bearing a visual representation of your brand, traveling to areas and allowing potential consumers to engage in a tailor-made brand experience. A secondary benefit of this tactic is the passive advertisement resulting from your branded vehicle. Your brand vehicle should include links to social media or more information about stops in the tour, so you can increase the foot traffic once you stop and set up.

 

  • Brand Booth: Often seen at conventions and fairgrounds, a brand booth should function as a microcosm of your entire brand image. Think of this as a more focused version of your mobile tour; since you will only be setting up in one location, you can really go all out on the brand experience. The best brand ambassadors, the cleanest product demo, and a slick social media tie-in are all the building blocks for a successful brand booth.

How do I develop a winning experiential marketing strategy?

The way you develop your experiential marketing strategy relies heavily on the image of your brand. You need to fully understand who your customer base is, and what they want. Designing an experience that plays to these desires can help foster the emotional connection you are shooting for. You want a potential consumer to experience how their life could benefit from a relationship with your brand. 

Let’s take one of the above methods, and apply it to a fictional coffee brand to see how it would function. 

STRATEGY EXAMPLE: COFFEE BRAND

If your coffee brand is looking to create an experiential marketing strategy, a good choice would be to create a pop-up shop.

As a lower-cost item, coffee is an easier sell than a piece of technology or clothing. While a high-end fashion company may benefit from a brand booth, most customers are willing to shell out a few dollars to try a new brand of coffee. Allowing a customer to smell and taste the product in a coffee shop type setting will create that positive experience you are aiming for.

Having a temporary storefront, with eye-catching visual branding drawing people in, is a great way to get your product into the hands of potential long-term customers. Then, when the pop-up shop is gone, this customer will naturally look for your brand in stores to recreate those feelings of positivity. 

This is just one of a nearly infinite number of possibilities for combining your unique brand with a complimentary experiential marketing method. The ability to tailor the brand experience you provide to consumers is the largest benefit of developing an experiential marketing strategy. That, and many other reasons, are why it should be a primary technique in your marketing campaign playbook. 

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