MARKETING TOUR and Why It's Worth It
Reach people nationwide via brand experience mobile tour
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
Demonstrate mobile 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 branded vehicle, tents, stages, lounge area, ambassadors, performers, and custom experiential marketing activities.
Summer tours are a particularly popular time for experiential tours due to amicable weather and a plethora of festivals in every city.
Mobile marketing tours align brands with the highlight of people's year; vacations with friends, music festivals, and sports events.
Additionally, they are activated in city business districts, public parks, concerts, beaches, stadiums, and malls.
Plan ahead, marketing tours take three months to refine concepts, produce event elements, schedule planning, securing permits, staff, plus coordinate a host of other activation elements such as influencer integration and public relations activities.
Marketing tours are expensive to produce and manage; in turn, brands leverage their investment via local Instagram ads, street poster advertising, public relations, influencer amplification, and social media.
Mobile marketing tour strategy checklist:
1.) Understand your goals and KPIs
2.) Make a list of cities you would like to tour
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 vehicles 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 vehicles, staff, public, and venues with a $3,000,000+ of coverage
Note a marketing tour can be as simple as a single experiential marketing vehicle deployed on the streets of New York City and Los Angeles or as complex as a pop-up container shop that visits a music festivals throughout the summer.
The best cities for outdoor mobile marketing tour activations are those with a high concentration of pedestrian traffic such as New York City, Chicago, Boston, Washington DC, St. Louis, Seattle, and San Francisco.
ALT TERRAIN assists both agencies and brands with:
1.) Marketing tour ideas
2.) Location planning and scouting
3.) Producing tour vehicles 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.) Onsite management
11.) Tour management, reporting, and analysis
We’re big believers in marketing tours as a way to bring brands to people nationwide.
Although due to the considerable costs associated with tour vehicle build-out, transport, venue permits, insurance, event staffing, this marketing approach needs to be well planned and leveraged many ways to make it a worthwhile investment.
Hit the road!