Have you ever experienced the thrill of the ice cream truck? The sound of those upbeat jingles coming from blocks away has driven hundreds of thousands of children in their directions for decades. Considering their popularity, it’s surprising brands didn’t more quickly follow in their mobile footsteps. But, at last, the trend of mobile marketing tours caught on, and brands need-not look back.
That’s because consumers love the ease of getting their lunch made or their pet groomed right outside the doorstep of their home or business. It makes life easy, a benefit that should come as no surprise with the dependence we all have on our mobile devices. But, mobile tours also make consumers’ lives more exciting. And, it’s these perks that place brands that launch this type of experiential marketing event in the forefront of their respective markets.
Why Mobile Marketing Tours Work
A national consumer services brand activated a mobile marketing tour of several hundreds of events throughout the U.S. over 10 months. And, the results were astounding. The majority of visitors to its stops – almost 80% of all guests – were non-customers. When surveyed, 12% planned to switch to the brand. And, seven percent had done so in the six months following the mobile tour. Of its current customers who visited, 75% said they were “more likely to stay” with the brand as a result of the event.
These statistics are common for brands that engage in experiential marketing. When activating mobile tours, it’s for several reasons that include:
- Brands can get in front of people left untouched by digital advertising and similar efforts.
- Brands with only an online presence or with brick-and-mortar stores in limited areas can interact with consumers or penetrate new markets to build connections.
- They personify their brand. This enables consumers to trust brand messages – a strategic advantage per Harvard Business Review – and to become brand loyal.
- They can get their products in consumers’ hands, allowing them to verify benefits through use of their senses.
- Consumers fear missing out on experiences, such as those provided by mobile tours, and are more easily persuaded to visit.
Event marketers only need to put in the time and effort to make visits to their mobile marketing tours worthwhile to realize benefits.[Tweet “Mobile tours allow brands to reach new consumers and solidify relationships with those current.”]
5 Things You Need to Make Mobile Tours Work
Like all experiential events, mobile marketing tours call for much attention-to-detail. Yet, mobile tours may command more since there are many events within a single campaign. Event marketers can find success with careful thought to these five critical elements. Read More