So you’re thinking about getting a 53-feet-long, doublewide, expandable trailer with a giant, hydraulics-enhanced replica of your product for that national sampling program. Oh yeah!
And you need the surrounding event footprint to be shielded from the weather in case of rain and you need your own generator in case shore power isn’t available. And why not add an all-weather sound system to attract people from afar?
No problem.
Of course, with the money required for that kind of touring behemoth, you could deploy a small fleet of tricked-out SUVs and let your campaign get down to the retail level.
Either way, one thing is for sure: You need to know what you’re doing — and who can do it for you — before you launch a mobile marketing tour.
Where to start? Find the right vendors to help you. Depending on the type of vehicle, key players in a typical mobile marketing effort may include:
Vehicle manufacturers: These are the folks that actually build the trailer. Some will handle interior customization, but others won’t.
Leasing companies: Tractors are usually leased, but can be purchased. (Some leasing companies provide drivers, too.) If you’ll be using a small truck, van, SUV, or the like, this is a good way to go — especially since leasing companies have maintenance, fueling, and emergency road service programs.
Designers/Outfitters: Some can build and install the necessary equipment as well as handle the exterior detailing. Some simply handle the design and pass the plans to a manufacturer.
Management agency: These shops typically handle everything from hiring drivers and field staff to managing logistics and site negotiations. Sophisticated agencies can even develop integrated campaigns that include in-store, direct marketing, and online components to the tour. More then any other vendor, your agency should be your partner. So check credentials and choose carefully.
Choosing the Ride
As you’re putting the program together, consider the vehicles available:
Tractor-trailers: They’re great for creating a “brand environment.” Consumers are pretty enthralled with them and technological advances keep making them better. From concert stages to virtual-reality theaters and extravagant hospitality areas, trailers can provide the “wow” factor. They work well at festivals and in large parking lots.
Straight trucks: Trucks 18- to 26-feet-long make great workhorses for sampling programs. They’re easy to drive and do not require the Class A driver’s license like tractor-trailers do.
Cutaways: Approximately 12- to 15-feet long, they look like a big box attached to a van chassis. They’re simple vehicles that are easy to modify and maintain.
SUVs or automobiles: Anything on four wheels can be decaled and tricked out to catch consumer eyes.
Motorcycles: Harley-Davidsons always attract a crowd (but take months to obtain). Custom sidecars can be fabricated. They’re great for small locations and can be transported along with a larger vehicle.
The possibilities are endless. A few years ago, Comedy Central painted some old dump trucks and drove them through high-traffic markets. Any vehicle that meets Department of Transportation standards is fair game.
All of this might seem very complex — and for the newcomer, it is. But answering the following questions will help: Who are the target consumers? What kind of experience should they have with the brand? Where are the best places to intercept them? What are your goals and expectations? How much money is in the budget?
Applying solutions to these questions will let even the most complex mobile marketing plan hit the road without a hitch. (Pun intended.)
Jeffrey Miller is “director of motion” at Seismicom, San Francisco. Reach him at [email protected].
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