Mobile Tour Planning: Secrets to Successful Routing
There are several elements that go into operating a successful mobile tour. One key element that clients often seek advice about is routing. Routing requires careful, strategic planning if you hope to maximize consumer exposure and ROI. Here are some helpful DOs and DON’Ts when planning your mobile tour routing and stops:
DO consider your sales needs and customer concentrations when planning your route. Launching a new brand SKU? Target markets where sister SKUs sell well to gain household penetration and solidify distribution.
DON’T go to the extreme. It may seem obvious, but whenever possible, try to avoid extreme weather conditions. Fargo in February can be challenging not only for equipment and road teams, but also your visitors. When possible, follow the sun. Hit Fargo in the Spring, Summer, or Fall.
DO think outside the box. Many associate big markets with big cost. However, if you are creative with your event location, major cities don’t need to balloon your budget. Consider parks, schools, or other public venues to cut down on costs. Another approach is to target host sites that stand to benefit from your event taking place on their premise.
DON’T use side streets. Being in a top market doesn’t necessarily guarantee success. Be sure that your truck is easily visible to the high traffic areas, so visitors don’t have to actively seek out your exhibit.
DO consider DOT regulation. The government regulates the amount of time drivers can be on the road. Work with a mobile service provider to better understand the rules and the amount of time it takes to work an event, tear-down and reach the next event stop.
DON’T tack. This isn’t an exhibition in sailing technique. Whenever possible, loop your route to avoid crisscrossing.
