Response Board

Get answers to recent Mobile Marketing inquires regarding equipment customization, staffing, strategy development, event execution (and more!) below.

Question:
Is it better to have to invest in one huge vehicle (tractor trailer) with many elements and a big, impressive footprint, or to purchase and outfit a fleet of three or four smaller vehicles?

Bob:
There is no right or wrong answer without knowing what your key brand objectives and target audiences are. Keep in mind, mobile marketing really begins with two feet, not 18 wheels. The raw power behind mobile promotions is its ability to reach specific target audiences with personal messages that create interest, excitement and action. Success begins and ends with the right message, the right people and the right event mix and then uses vehicles and equipment to help accessorize the total brand experience.

If a majority of your event mix involves large event venues, then tractor trailers can help "outmuscle" the competition to win the battle for attention. Tractor Trailers are also excellent platforms for "transporting" captive audiences into other worlds through video or high-tech exhibits. It's important to be aware that investing in tractor trailers requires investing in heavy fuel costs, experienced promotion-savvy CDL drivers, inflated site fees, not to mention it can limit your reach into certain smaller venues. Choosing the right platform depends heavily on your reaching your primary targets.

If a large majority of your events are aimed at retail, trying to instigate product trial or aiming to penetrate multiple markets quickly, then several smaller mobile platforms might be a more effective solution for maximizing returns. In the end, it's really the talent of the field staff that brings your exhibit and your brand to life. Taking the time to outline the specific personality traits and staffing skill sets is a critical step that will help insure your investment in display customization really pays off.

Question:
I have a client that spent millions on sponsorships last year and this year's focus is they have to invest in sponsorship activation. What's the ratio of activation to sponsorship fee dollars, and how do you cut through to the fans without ultra-expensive media buys?

Bob:
Sponsorship fees have skyrocketed in recent years. Some properties, the NCAA for example, now requires sponsors to develop activation plans because they realize that leveraging their events adds value to both the brand and the consumer experience, and it gives the overall sponsorship opportunity a one-two (promotional) punch. It doesn't necessarily take huge dollars to activate a sponsorship.you can do it with street teams, signage, and buzzmobile programs. It's really more about the effect of doing it in a way that reinforces your branding than about how much time and expense you allocate.

It's one thing when there's an event with hundreds of thousands of people. It's another thing to be there and integrate your message into the crowd's experience, charging it with the enthusiasm of the big day. Not just at the actual event but everywhere leading up to it, from city to city or stadium to stadium.

Question:
Our brand is seeking to generate a more 'emotional connection' with our consumers. We have been testing a few new ad strategies lately, but tests are not generating the level of brand recall we hoped for. I think mobile marketing could be the right solution, but the upfront costs seem a little tough to justify. Any thoughts on how I may be able to reduce costs to run a test with mobile marketing?

Bob:
We work with this question everyday. There are a lot of variables that really drive the upfront cost of mobile marketing. Vehicle customization, event site fees, traveling field teams, etc. can add hundreds of thousands to a mobile marketing budget in no time. Have you considered starting out with a very grass roots approach, launching a scaled-down, more agile "street theater" or "experiential sampling" campaign? After all, it's the people who deliver your emotional experience that really creates the one-on-one connection you are looking for.

On the other hand, if your focused on building presence and inspiring awe, especially at large events, then vehicle customization is a critical line item that you will not want to sell short in your budgets. There are many ways we can help amortize costs with lease options, and there are ways of looking at every design to give you the most flexibility to support longevity of use. Call me today, I'll be happy to help you determine which format works best for your objectives, and then we'll break it down in the most cost-efficient plan possible.

Question:
For the past two years, our sales force has been able to generate sales lift with in-store promotions, direct mail coupons and advertised sales. Our latest consumer research indicates, however, that customers may not be perceiving the value of our product to be as high as they used to. Can mobile marketing do anything to help us restore the premium value of our product?

Bob:
Excellent question! In a vulnerable economy, a common marketing misconception is that people will start cutting back on spending by purchasing less expensive products, when in fact, they are more likely to look at two things: 1. value for their money and 2. relevance to their needs. The beauty of experiential marketing is its ability to demonstrate product benefits, identify and respond to individual consumer needs through quality interactions, and enrich the consumer's trial experience in a way that elevates perceived value and emotional need.

All this adds up to generating brand-loyal customers who believe in the relevance and value of your products in their lives. So often, as marketers, we get caught up looking at the one-time cost of distributing a sample or going out and demonstrating the product when evaluating ROI. But it's important that we stop and look at the cumulative value of influencing the decision-making of a household or an audience of peers because of a product's worth, not because of a reduction in price points. Value is infinitely viral. An impression based upon elevated value will last longer and compel more consumers to promote with confidence what a great purchase they made to their peers and to their families with a compounding effect on future sales.

Elevating value is the key measuring point of any mobile marketing strategy, and I am confident that--in both the short term and the long run-- your sales force will see the ROI advantages of mobile marketing when compared to traditional sales promotions.