How to Ensure Your B2B Mobile Tour Will Provide a Return on Investment
Many B2B companies are looking for new and innovative strategies for reaching more prospects and nurturing current clients. Experiential marketing mobile tours have proven to be a very successful approach, but the question remains: what is the best way to ensure a big ROI? Here are a few tips on creating a tour that will ensure your efforts (and costs) provide a big return on investment.
Tour Type: Considering the kind of tour you want to create is a crucial step in the planning process. Are you looking to broaden your audience, promote a new product or service, educate clients with product demonstrations, or some combination of all of the above? The options are endless. Making sure your mobile tour is meeting your long-term and short-term goals will guarantee that your tour is valuable.
Determining Tour Success: By having your goals clearly defined before embarking on your tour, you will be able to also create a clear success measurement strategy before your tour even launches. This allows you to gather data effectively throughout the tour to determine if your goals are being met and allows for future improvements and tweaks.
Event Promotion: Pre and Post-Event: A mobile tour is only as successful as the number clients you reach and interact with. Depending on the type of tour, you will want to promote the tour before hitting the road to make sure your audience is aware that your tour vehicle will be in their neighborhood. This is essential and can be done via CRM, social media or email campaigns. Post tour communication can also solidify and translate your in-person engagement into a long-term relationship. Follow up can be done again through social media or email but connecting after the fact is vital to your client company relationships.
Work the Room: The main point of a mobile tour event is to make connections with attendees, so make sure your sales representatives are prepared and ready to mingle. Tour vehicles are completely customizable, so having a briefing room or meeting area could be very beneficial when meeting with key decision makers. Those one-on-one interactions can lead to closed sales, long term client relationships and are crucial to your tour’s success.
