As Memorial Day hurtles towards us in the United States, one of my favorite forms of marketing is hitting the road—mobile marketing. And I am not referring to marketing via mobile phone, but rather trucks, cars and even trains sporting bright paint jobs, emblazoned with logos and packed with product samples.
The father of mobile marketing, Oscar Meyer, has tuned-up its latest Weinermobile for another summer tour. Last Sunday’s paper even promoted Oscar Meyer’s contest to win a trip on the Weinermobile. The uber dog, which first hit the road in 1936, is sharing the road with P&G’s mobile marketing fleet, which includes the purple Prilosec mobile home and the new Crestmobile.
The Crest Imagine Tour is making stops at major events including food and music festivals, vacation destinations, major cities and other venues where visitors can step into the toothpaste tube-Crest Whitening Plus Scope-to use brushing stations to brush their teeth. Via Adrants
While mobile marketing comes with a hefty price tag, this consumer marketing tactic is quite effective. Consumers are outdoors soaking up sunshine instead of strolling down store aisles this time of year. The unique, highly-visible vehicles raise awareness, encourage product trial and accelerate from zero to buzz in seconds. Look for them at carefully-selected events throughout the summer.
Have Buzz, Will Travel
This marketing convoy is not limited to consumer products. Business to business marketers use flatbed trucks to hawk everything from caskets, software and hardware to commercial food equipment, copiers and corrugated steel pipe. In fact, a client at my previous job created their mobile marketing effort back in 1956.
Manufacturers have been going to great lengths for years to get products in front of customers. It is a trickier proposition in business to business. Trade shows are one approach, but you are competing with the noise of an entire industry, which just happens to be tucked under the same roof for a few days. Sometimes these shows are not enough.
Mobile marketing can be used to visit outlying, rural areas where showrooms are not economical. Customers get first-hand experience with products and can meet with salespeople.
Batesville Casket Co. is taking its line of caskets and other funeral products on the road with its Honoring Lives Tour Center...two 18-wheeler showrooms designed to cater to busy funeral directors who are on call around the clock and cannot afford time to visit Batesville, Ind.
I’ve seen clients send their mobile marketing unit to a trade show to boost their presence. It served as an off-floor meeting space and was even used to conduct new product focus groups during the show. Siemens uses their train to educate US customers of the depth of their product offering.
Hmmm, maybe this gives me an excuse to get that big, shiny Airstream I’ve secretly yearned for all these years? If you know of a company looking to sponsor a summer tour, let me know. I’ll send you a postcard.