Consumer Mobile Tours: Rules to Follow
Mobile marketing tours can be the strategy that takes your brand to the next level when it comes to audience reach. However, there are certain activation rules that should be followed to ensure a successful tour. So, before you hit the road, let’s take a look at the top 3 to follow when it comes to creating your mobile tour.
The Right Experience: The first step to any mobile tour is deciding what type of experience you want to create based on your target goals. This includes choosing a vehicle, there are a variety of options from larger formats like double expandable trailers to smaller vending trailers, and more. You’ll also want to choose the correct interactives, technology, throughput strategy and more. Your overall experience should not only be unique and interesting but should also present your brand and products efficiently.
Establish Core Metrics: While mobile tours can work wonders in terms of brand loyalty and reach, the catch is knowing if your experience was impactful and resonated with visitors. Establishing the right metrics before, during and after you tour can help you better determine the level of success your activations achieved. Start by determining your top 5-10 points of interest or goals, then decide on your research methodology. This will help you focus your efforts and will yield more valid and useful findings, allowing you to tweak your current and future events.
Listen to Consumers: Engagement is a two-way street, as much as you want your customers to understand you, you need to understand them as well. Product satisfaction surveys are a great way to gather feedback and uncover problem areas or common questions. Include questions about pricing, product features, usability and more. These surveys are an excellent way to not only measure brand efforts, but also show your level of commitment towards your consumers’ needs.
