In recent years, experiential marketing vehicles have surged in popularity, and with good reason. Companies and consumers love the unique experience brought about by experiential marketing vehicles. Whether they take the form of a pop-up shop, mobile showroom, or custom airstream trailer, you can’t go wrong with this marketing tactic. Below are a few reasons to use an experiential marketing vehicle in your marketing campaign and how it can benefit your company as a whole.
Broaden audience
Perhaps the most popular reason to use an experiential marketing vehicle is that it allows a company to broaden its audience with relative ease. By utilizing an experiential marketing vehicle, a company is better able to travel, meet, and interact with members of their target demographic. Further, an experiential marketing vehicle allows a company to attend specific events or stop in locations which cater exclusively to consumers in their target demographic. It’s for this reason that mobile showrooms are so popular at festivals, fairs, and conventions.
Improve customer relations
Experiential marketing vehicles are a phenomenal way for companies to engage in face-to-face marketing with their customers. Face-to-face marketing is extremely important in securing client trust and creating a more meaningful relationship between the company and the consumer. Experiential marketing vehicles provide companies the opportunity to meet and interact with their consumers in a way that wouldn’t typically be possible in other settings. It’s for this reason that experiential marketing vehicles are particularly popular among online retailers and other companies which maintain a purely digital presence. When shopping at a mobile showroom, customers can touch, test, and interact with products before purchase. This is a small luxury they miss out on when shopping online. They are also able to talk and ask questions to employees, furthering the personal connection between consumer and company.
Conduct market research
Experiential marketing vehicles have many uses across a wide variety of industries. Many times, however, businesses utilize them in marketing campaigns for new or exclusive products. Focus groups and market research are an important part of unveiling any new product, but companies can sometimes have a difficult time finding consumers to participate. For this reason, many companies turn to experiential marketing vehicles as a means to help conduct market research. Experiential marketing vehicles provide a fun and inviting environment for consumers to test products and provide their feedback. This allows the company to obtain consumer feedback and conduct market research with ease.
