MOBILE MARKETING TOUR and Why It's Worth It
Reach people nationwide with fun and productive brand experiences
Create brand tour 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?
A mobile marketing tour is when you take your brand event on the road to activate in multiple cities.
They involve a lot of local market knowledge, production, transport, permits, staffing, and management.
The goals of mobile marketing tours are to reach new audiences, connect with brand fans, drive more sales, and generate local market press coverage.
Mobile marketing tours often include brand vehicles, tents, stages, lounges, installations, ambassadors, performers, and experiential marketing activities.
Summer is a particularly popular time for marketing tours due to pleasant weather conditions and the many festivals in Northeast, Northwest, and Midwest cities.
Mobile marketing tours align your brand with the highlights of people's year; vacations, music festivals, and sports events.
Additionally, they are activated at malls, public parks, concerts, beaches, resorts, at sports stadiums.
Marketing tours are an effective strategy for CPG, DTC, and B2B brands.
Marketing tours are complicated to produce; in turn, brands often hire an agency to handle on-the-ground logistics.
Mobile Marketing Tour Services
1.) Marketing tour insights, strategies, and 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
Mobile Marketing Tour Tips & Strategies
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 your 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 it arrives in cities
12.) Integrate local influencers, press, and promotion
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 $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 music festivals throughout the summer.
Marketing tours are available in the United States, Europe, and Canada.
The most popular mobile marketing tour route is New York City, Chicago, Atlanta and 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 the 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 needs.
Plan ahead - marketing tours often take three months to refine concepts, produce elements, schedule your route, apply for event permits, staff, and coordinate various 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!