EXPERIENTIAL VEHICLE and Why It's A Smart Move?
Experiential marketing vehicles bring your brand directly to the people
Create on-the-street eventful marketing activations
Put your brand on a coast-to-coast tour
Activate on-the-street or inside events
Generate a steady stream of content for social
What is an experiential marketing vehicle?
Experiential vehicle marketing is defined as the transformation of trucks, trailers, vans, Airstreams, and SUVs into standout multi-sensory brand engagement experiences.
They offer the opportunity for brands to easily activate on-the-street, near city events, and inside festivals.
Experiential vehicles are a platform for brand-themed sampling, demos, games, and performances.
In large cities such as New York City, Los Angeles, Boston, Seattle, and Washington DC experiential vehicle activations generate thousands of engagements each day, plus tens of thousands brand impressions per day.
Types and definitions of experiential marketing vehicles:
1.) Mobile Showroom - A truck with see-through glass walls, perfect for outdoor city activations that require a dedicated, enclosed brand experience space
2.) Step-Van - A food-truck style vehicle, excellent for on-the-street deployments that require product sample preparation and transport space
3.) Airsteam - An American classic, typically a trailer, most often deployed inside festivals due to size and setup time
4.) SUV with Rooftop Installation - Most prevalent, as it provides a cost-effective on-the-street presence, versatility in terms of on-the-street parking, plus decent storage for samples and swag
5.) Trailer with SUV - Versatile in terms of customization, sometimes challenging to park in cities due to size, excellent in terms of cost and maintenance
Experiential marketing vehicle insights, strategies, and tips:
1.) Cities typically don't require city permits for experiential marketing vehicle activations
2.) In most cities, city parking permits are available if you desire to park near specific retailers or events
3.) Most brands hire an agency to provide experiential vehicle, staff, and activation (as it is cumbersome to own, maintain, and manage vehicles)
4.) Often brands assign a vehicle team for each region (e.g., Northeast, Southwest, West Coast, etc.) to have a continual presence and reduce travel time
5.) Digital integrations and social media are integral to leveraging your experiential vehicle activation investment
6.) Activations are staffed with at least two brand ambassadors and an onsite manager
7.) Ensure to budget for secure overnight parking, daily cleaning, travel & lodging, and monthly maintenance
8.) Safety and contingency planning is essential with all experiential marketing vehicle activations
9.) Get insurance to cover your vehicles, staff, and the public
ALT TERRAIN assists brands and agencies with experiential marketing vehicle ideas, design, fabrication, planning, vehicle sourcing, visuals, logistics, staffing, insurance, activation, management, and reporting.
Contact ALT TERRAIN for experiential marketing vehicle ideas, strategies, pricing, and company examples.
Hit the road!
