Version: primary September 2016 - Gemba Marketing

Mobile Tour Madness: A Gold Mine for Brands

All brands, no matter their size, desire an authentic relationship with consumers, one that fosters genuine connections, increased awareness, and positive brand promotion. Marketing strategies that are scalable, memorable, and shareable are host to impressionable results, thus creating an army of loyal brand ambassadors; and the bigger the army, the more a brand spreads across the Interwebs and beyond. Found beneath the gargantuan umbrella of experiential marketing is a naturally influential branding vehicle: Mobile Tours. You’ve probably heard of them. Heck, you’ve probably seen one in action at least once in your life, maybe at a city square, park, or festival. In short, mobile tours allow brands to travel from one hyper-targeted market to the next, engaging with consumers who are most receptive to the brand message, and positioning itself as an authentic, trustworthy partner. Let’s dive a bit further into a mobile tour’s anatomy, and dissect the many reasons they’re becoming more and more effective in today’s experience-saturated landscape.     Targeted Locations Like all experiential marketing efforts, location plays a critical role in the overall impact an event has on its audience. To cultivate meaningful relationships with their ideal demographic, brands need to go where their consumers are partaking in their passions. Music festivals, for example, are beneficial venues for brands hoping to attract millennials, as nearly 14.7 million millennials attend at least one music festival every year. Basically, music festivals are gold mines for interacting with hip intellectuals who crave authentic experiences. And when a mobile tour takes a brand to multiple festivals over the span of a few months, well, that brand is winning. That brand is winning...