Increasing Customer Touch-Points by 30%

Service	Sponsorship & Experiential Marketing
Industry	Retail
Company	A large national retailer.
Situation	The retailer had a tiring semi-trailer display that had been touring the country attending spectator events; e.g. air shows, festivals, sporting events, parades. The configuration had remained the same for seven years with some annual turnover in product displays. Consumers’ tastes and the retailer’s strategy had changed since the original design of this mobile unit with the result being a corresponding decline in attendance.
Goal	Utilize the existing semi-trailer infrastructure to control costs while updating the look, feel, and messaging of the display to match the current brand messages. More importantly, provide a memorable customer experience to generate goodwill and brand preference for the retailer.
Approach	Partnering with multiple internal constituents (Event Marketing, Public Relations, Brand Management, and Merchants) and the agency that operates the tour, we gathered input and requirements from each group. We scoured the marketplace for cutting edge products which were just coming out or just over the horizon and partnered with those manufacturers to provide consumers with multiple “Wow! I didn’t know that” experiences.
Results	The new mobile tour started the next season on time and on budget with rave reviews from consumers, management, and manufacturers alike. Attendance increased 30% year over year.