Vehicle Shopping Tips for Your Next Road Show
When StarKist asked Grand Central Marketing to handle a vehicle tour over the summer to promote the healthy benefits of tuna, the agency chose an Airstream trailer as the star of the show. Choosing the vehicle, the centerpiece of any mobile tour, can make or break the tour. These five tips can help you stay on course.
- Select a vehicle that is suitable for the program
GCM chose an Airstream because it was unique in shape. And while it is something that everyone is familiar with, it stands out when you see it used in a different capacity.
- Know who you’re working with
When sourcing labor, GCM went to vendors who had worked with them in the past. “You want to take it to people who know what they’re doing and make sure it’s done right the first time,” says Ted Skala, vice president, design and production, GCM. “If you try to work with a number of vendors — it’s sometimes a recipe for disaster.”
- Think about your exterior graphics
GCM took into consideration the unique size and exterior of the Airstream and how the graphics proposed to the client would translate when put on the vehicle. “You always have to keep the end result in mind,” Skala says. “Things like windows, trim pieces, rivets and brake lights are always taken into consideration.”
- Avoid classic vehicles like vintage pickup trucks, muscle cars or English double-decker buses
But if you can’t resist, dedicate a trailer to tow the vehicle. “Nothing would be worse than seeing your brand being towed across the country,” he says. “Anything old can break down, and while it’s beautiful and can look great, that doesn’t mean it’s going to function well.”
- Hire experienced drivers
Make sure commercial drivers have experience. Look at their resumes. Talk to the driver. And don’t make the mistake of using the driver for dual purposes, like promotional staff. “If you have $1 million worth of exhibits that’s got to travel from city to city, he should be the guy that gets your brand from point A to point B safely. It’s a simple thing, but you need to budget for a really good driver that you know you can count on,” Skala says.
Got an events tip to share? Contact Patricia Odell at [email protected]
