Taking Your Show on the Road
Whatever you’ve heard about today’s brave new world of marketing, advertising and consumer show participation remain proven ways to get your company’s message to large numbers of potential customers. On the other hand, attracting attention from a wide audience in today’s crowded media environment means repeated and precise ad buys – and that means deep pockets.
Mobile marketing tours and private events are a cost-effective alternative to more traditional marketing methods. If planned properly, they can deliver the same or greater outreach value. Better yet, since you’re not competing with other advertisers or exhibitors, it’s one of the surest ways we know to take your product or service directly to its most likely buyers. Below are a few suggestions about how to proceed with a mobile marketing program:
· Begin with a Mobile Marketing RFP: We highly recommend creating a mobile marketing program request for proposal. This document should include: a brief description of your overall marketing objectives; a complete list of the products that you wish to promote; background information on your company and its products; relevant advertising collateral; a list of possible corporate sponsors; and the total budget.
· You should submit the RFP to production companies that specialize in your industry and ask those companies to provide you with a detailed response and creative strategy. If your budget is modest, don’t be surprised when some production companies politely pass on the opportunity. Preparing an RFP response is a lot of work and, if the potential financial reward seems too small, some producers will likely shy away. However, if your budget specifications are realistic, you will find reputable firms that are willing to participate.
· Thou Shalt Not Steal: Once you have a good RFP response in hand, you may be tempted to try and cut out the production company and implement the program yourself. Since you’re effectively pilfering the company’s work-product, this is obviously unethical.
· It’s Okay to Get a Little Crazy: One of the best things about mobile experiential marketing is that it rewards imagination. If you create something that potential customers enjoy that’s a little bit unusual, you’ve gone a long way towards creating a positive relationship between them and your company.
· Don’t be afraid to approach your event production company with “weird” ideas that you like – but don’t feel hurt if they suggest changes or another approach. It’s all a part of the normal give-and-take in the very inexact science of experiential marketing.
Below are links to some interesting event marketing stories we found that may help spark your creativity. Check them out and have some fun.
Giant Waffles for Charity
Tag-less T-Shirts
The
Barber Shop
Digging
Through Mud for a Stick
A
Free Breakfast – Really!
A Low Pressure Event