MOBILE MARKETING TOUR and Why It's Worth It
Reach people nationwide with fun and productive experiences
Create brand anticipation and engagement in each city
Leverage your experiential marketing investment over multiple cities
Align your brand with summer festivals, sports events, and concerts
Generate city-specific brand content for social
Track marketing tour effectiveness via brand reach, engagement, and sales
What is a mobile marketing tour?
The definition of a marketing tour is the creation, planning, production, transport, and activation of an experiential brand event, in multiple cities, over a designated time.
It typically involves a brand vehicle, tents, stage, lounge, installation, ambassadors, performers, and experiential marketing activities.
Summer is a particularly popular time for marketing tours due to amicable weather and a plethora of festivals in every city.
The attractiveness of mobile marketing tours is the alignment with with the highlights of people's year; vacations, music festivals, and sports events.
Additionally, they are activated at malls, public parks, concerts, beaches, at sports stadiums.
Marketing tours are an effective for CPG, DTC as well as B2B brands.
Marketing tours are expensive to produce and manage; in turn, brands often leverage their investment via localized ads, street poster advertising, public relations, influencer amplification, direct sales, and social media.
How to produce a mobile marketing tour
1.) Know your goals and KPIs
2.) Make a list of cities you would like to visit
3.) Research activation locations in each city frequented by your ideal audience
4.) Select a tour vehicle that fits your transport as well as activation needs
5.) Allocate three months for the production of tour vehicle and experiential elements
6.) Develop inherently sharable, brand-centric experiential activities
7.) Assign a tour driver, onsite activation manager, and production assistant
8.) Budget for a follow-along vehicle, fuel, tolls, food & lodging, vehicle maintenance, and secure nightly parking
9.) Source and train local brand ambassadors
10.) Have a manager onsite during activations
11.) Promote tour before its arrival in cities
12.) Integrate local influencers
13.) Document and disseminate content
14.) Allocate ample time for travel between cities
15.) Whenever possible, scout event locations before activation day
16.) Insure vehicle, staff, public, brand, and venues with a $3,000,000+ of coverage
Note a marketing tour can be as simple as a single vehicle deployed throughout New York City (tour of the boroughs) or as complex as a pop-up shipping container shop that visits a music festivals throughout the summer.
Marketing tour services
1.) Marketing tour ideas
2.) Location planning and scouting
3.) Producing tour vehicle and activities
4.) Location and festival permit process
5.) Brand ambassador staffing and training
6.) Transport logistics
7.) Outfit/costume design and production
8.) Vehicle and event liability insurance
9.) Event security
10.) Site visits prior to event
11.) Onsite management
12.) Tour management, insurance, reporting, and analysis
Marketing tours available in the United States, Europe, and Canada.
The most popular mobile marketing tour route is New York City to Chicago to Atlanta to Austin to Los Angeles.
How to engage ALT TERRAIN for your marketing tour
1.) Share your goals and any ideas you'd like to bring to life
2.) Receive a mobile marketing tour recommendation
3.) Contract your tour three or more months before first event date
4.) Get weekly updates regarding tour planning and production
5.) Ramp up staffing and training two weeks before the first event day
6.) Receive real-time reporting each day, plus a daily recap with photos, learnings, and ideas to improve your next tour stop
Marketing tours are a big way to bring your brand to people nationwide.
They align your company with unique festivals, the summer season, and city happenings.
Leverage marketing tours to find new audiences, highlight product introductions, create engaging content, and drive sales.
Tours come in all shapes and sizes; develop one to fit your specific needs.
Plan ahead, marketing tours often take three months to refine concepts, produce elements, schedule your route, apply for event permits, staff, and coordinate a host of other elements such as influencer integration and public relations activities.
We'd love to hear about your marketing tour ideas and goals.
Hit the road!